Take a deep dive in to the social media metrics behind Jack Daniel's social media efforts as it posts about aspirational lifestyle choices involving its products.

1. Jack Daniel’s
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Jack Daniels Twitter

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

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4. Analysis of
Jack Daniel’s Tennessee Honey
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,428,682 28,499 2.04%
United
States
Mostly Young, Male and
Attached.
Jack Daniel’s Tennessee Honey

6. Engagement Score Total Fan Posts
576 47
Total Posts Brand Response Rate
28 10.64%
Total Likes Avg. Reply Time
51,730 9 hrs, 42 mins
Total Comments General Sentiment
5,279 Neutral
Total Shares
12,249
BRAND POSTS FAN POSTS
Brand Overview

7. 1,385K
1,390K
1,395K
1,400K
1,405K
1,410K
1,415K
1,420K
1,425K
1,430K
1,435K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
1,428,682
New Fans
28,499

8. Engagement
0
250
500
750
1,000
1,250
Jack Daniel’s Tennessee Honey had an average engagement score of 576 and a highest of 1000.

9. Community Analysis
Jack Daniel’s Tennessee Honey fans are mostly Young, Male
and Attached.
Jack Daniel’s Tennessee Honey fans are largely from United
States followed by Mexico.
Fan Demographics Distribution of Fans
55%
45%
male female
0% 20% 40% 60%
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 200K 400K 600K 800K 1,000K 1,200K
United States
Mexico
Brazil
United Kingdom
Poland
Canada
Australia
France
Indonesia

10. 0
1
1
2
2
3
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Jack Daniel’s 9
Jack Daniel’s
Tennessee Honey
9
Tennessee Fire 5
Jack Honey 4
Jack Fire 2

11. 39%
61%
Brand Participation Brand Non Participation
87%
0% 13%
Posititve Negative Neutral
Brand Posts - Engagement
Jack Daniel’s Tennessee Honey responded to 11
conversations generated by the 28 Posts they published.
Jack Daniel’s Tennessee Honey receives more positive than
negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Post
11-DEC-15, FRI 10:29AM
Warm things up this holiday with the Honey Chai Tea.
- 1 part RumChata
- 1 part Jack Daniel's Tennes ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 27,002 3,322 5,459 Positive
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30
0 200 400 600 800 1,000
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
Jack Daniel’s
Tennessee Honey
20
Jack Daniel’s 16
Jack Daniels 9
Beats 5
Whiskey 5
User Posts
0
1
1
2
2
3
3
4
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

15. Jack Daniel’s Tennessee Honey responded to 5 conversations
generated by the 47 Posts fans published.
Jack Daniel’s Tennessee Honey appears to participate more
when Fan conversations have greater positive vibes than
negative.
User Posts - Engagement
Brand Responses Sentiment
11%
89%
Brand Participation Brand Non Participation
41%
4%
55%
Posititve Negative Neutral

16. Analysis of
Jack Daniel’s Tennessee Honey
Twitter Account
Oct 01, 2015 - Dec 31, 2015

17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
64,032 4,022 6.70% United States
Jack Daniel’s Tennessee Honey
@JackHoney

18. Engagement Score
894
Total Proactive Tweets
32
Retweets Total
136
Favorites Total
9,699
Total Mention
1,387
Total Retweets
3,094
BRAND TWEETS USER TWEETS
Brand Overview

19. 57K
58K
59K
60K
61K
62K
63K
64K
65K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
64,032
New Followers
4,022

20. 0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
426

21. Engagement
0
250
500
750
1,000
1,250
Jack Daniel’s Tennessee Honey had an average engagement score of 894 and a highest of 1,000.

22. 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
32 136

23. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 5 10 15 20 25 30 35
0 200 400 600 800 1000 1200
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

24. 0 20 40 60 80 100 120 140
0 50 100 150 200 250 300 350 400
#jdsmacktalkcontest*
#jackhoney*
#jackfire*
#tailgate*
#chatatime*
#beejack
#jackmemeli
#rumchata*
#jackdaniels*
#ablmia
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

25. 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
jdsmacktalkcontest jackhoney jackfire tailgate chatatime
Spread of Hashtags by day

26. 0 50 100 150 200 250
#tailgate*
#jackmemeli
#beejack
#jackfire*
#jackhoney*
#ablmia
#jdsmacktalkcontest*
#jackdaniels*
#rumchata*
#chatatime*
Engagement Score
Hashtags - Engagement

27. 0
50
100
150
200
250
300
350
400
450
500
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

28. 0
50
100
150
200
250
300
350
400
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

29. Total number of Retweets : 3,094
-500
0
500
1,000
1,500
2,000
2,500
3,000
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

30. Total number of Mentions: 1,387
-50
0
50
100
150
200
250
300
350
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

31. Influencers
Name Followers Tweets
K. Michelle 1,472,184 2
West Coast Customs 800,973 1
The Source Magazine 466,493 1
Global Grind 433,299 1
Chocolatchurros 127,045 1
TOP 5 INFLUENCERS

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