Take a deep dive in to the social media metrics behind AXA's social media efforts as the brand engages with its global community

1. AXAon Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of AXA Twitter

2. AXA: Social Media Report
This report looks at how
AXA
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
AXA Equitable
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
43,996 5,242 13.53%
United
States
Mostly Older, Female and
Attached.
AXA Equitable

6. Engagement Score
849
Total Posts
69
Total Likes
34,410
Total Comments
530
Total Shares
2,728
BRAND POSTS
Brand Overview

7. 36K
37K
38K
39K
40K
41K
42K
43K
44K
45K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
43,996
New Fans
5,242

8. Engagement
0
250
500
750
1,000
1,250
AXA Equitable had an average engagement score of 849 and a highest of 1000.

9. Community Analysis
AXA Equitable fans are mostly Older, Female and Attached. AXA Equitable fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
43%
57%
male female
0% 5% 10% 15% 20% 25%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 10K 20K 30K 40K 50K
United States
Mexico
Philippines
India
Indonesia
Puerto Rico
France
Morocco
United Kingdom

10. 0
1
1
2
2
3
3
4
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
AXAisms 11
steps 8
success 8
global graduate
program
6
next step 6

11. 9%
91%
Brand Participation Brand Non Participation
55%
4%
41%
Posititve Negative Neutral
Brand Posts - Engagement
AXA Equitable responded to 6 conversations generated by the
69 Posts they published.
AXA Equitable receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
18-NOV-15, WED 10:00AM
Celebrate the steps you've taken instead
of focusing on the ones you haven't.
http://go.axa.com/1kEB ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 3,961 73 324 Positive
11-NOV-15, WED 1:00PM
The most significant step in your financial
journey may be the next one you take.
Take the next step ..
11-NOV-15, WED 12:22PM
Action is the fundamental key to success.
Take the next step in the growth of your
business and visi ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 2,761 22 113 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 2,588 16 261 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30 35 40
0 200 400 600 800 1,000 1,200
Photos
Links
Plain Text
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Analysis of
AXA Equitable
Twitter Account
Oct 01, 2015 - Dec 31, 2015

15. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
15,927 456 2.95% United States
AXA Equitable
@AXA_US

16. Engagement Score
172
Total Proactive Tweets
123
Retweets Total
6
Replies Total
10
Favorites Total
1,320
Total Mention
205
Total Retweets
383
Response Rate (%)
4.88%
Average Reply Time (mins)
1512
BRAND TWEETS USER TWEETS
Brand Overview

17. 15K
15K
15K
16K
16K
16K
16K
16K
16K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
15,927
New Followers
456

18. 3K
3K
3K
3K
3K
3K
3K
3K
3K
3K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
2,966

19. Engagement
0
250
500
750
1,000
AXA Equitable had an average engagement score of 172 and a highest of 881.

20. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
123 6

21. What's the most effective and enjoyable
way to reach your financial goals?
Small, manageable steps...
05-Nov-15, Thu 07:53PM
ENGMT. FAV. REPLIES RETWEETS
998 799 22 50
Top Engaging Tweets
No one can go back and make a brand
new start, but anyone can start now
and make a brand new ending..
Challenges make life interesting.
Overcoming them is what makes it
meaningful. #AXAisms https://t.c..
15-Dec-15, Tue 10:19AM
ENGMT. FAV. REPLIES RETWEETS
996 237 1 104
16-Dec-15, Wed 10:00AM
ENGMT. FAV. REPLIES RETWEETS
778 130 1 21
NO IMAGE NO IMAGE NO IMAGE

22. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140
0 20 40 60 80 100 120 140 160 180 200
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

23. 0 1 2 3 4 5 6 7 8
0 20 40 60 80 100 120 140 160
#axaisms
#scholarship*
#classof2016*
#bestglobalbrands*
#climatechange*
#communityservice*
#cop21*
#axaachievement*
#college*
#retirement*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

24. 0
10
20
30
40
50
60
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
axaisms scholarship classof2016 bestglobalbrands climatechange
Spread of Hashtags by day

25. 0 100 200 300 400 500 600 700 800
#retirement*
#axaisms
#scholarship*
#bestglobalbrands*
#college*
#classof2016*
#axaachievement*
#cop21*
#climatechange*
#communityservice*
Engagement Score
Hashtags - Engagement

26. Average Response Rate : 4.88%
0
1
2
3
4
5
6
7
8
9
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

27. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
1
2
3
4
5
6
7
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

28. 0
5
10
15
20
25
30
35
40
45
50
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

29. 0
5
10
15
20
25
30
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

30. Total number of Retweets : 383
-20
0
20
40
60
80
100
120
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

31. Total number of Mentions: 205
-1
0
1
2
3
4
5
6
7
8
9
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

32. Influencers
Name Followers Tweets
Habit Design® 124,471 1
RiskRank®, RISK Ltd™ 96,832 1
sree sreenivasan 74,429 1
Get Schooled 61,557 4
HoneymoonGondol 61,320 1
TOP 5 INFLUENCERS

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