Social Media Report - Beer Q2

April 1st – June 30th 2016
TopBeerBrands
onSocialMedia

Beer Brands: Social Media Report
This Report looks at how
Beer Brands
performed on Social Media between
April 1st – June 30th, 2016

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Comparison of
BEER
Facebook Pages
Apr 01, 2016 - Jun 30, 2016

Heineken had the largest fan base of 21,369,394 while Corona showed the highest fan growth of 48.87%.
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0K 5,000K 10,000K 15,000K 20,000K 25,000K
Growth%
Number of Fans
Tuborg Michelob ULTRA Coors Light Corona Stella Artois Guinness Heineken Carlsberg Miller Lite Budweiser
Fans

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Corona Michelob
ULTRA
Coors Light Heineken Budweiser Miller Lite Carlsberg Guinness Stella Artois Tuborg
Portugal Myanmar Serbia United States Countries < 2% Mexico Malaysia Brazil Other Countries Germany
Fans - Geography

Michelob ULTRA had the highest PTAT of 1.45% as a percentage of its average number of Fans during this time period.
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
0K 5,000K 10,000K 15,000K 20,000K 25,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Conversations

Carlsberg published the greatest number of posts (39). Coors Light had the highest average engagement, with a score of 945.
0 5 10 15 20 25 30 35 40 45
0 100 200 300 400 500 600 700 800 900 1000
Tuborg
Michelob ULTRA
Coors Light
Corona
Stella Artois
Guinness
Heineken
Carlsberg
Miller Lite
Budweiser
Numberof Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

Michelob ULTRA received the most number of Likes (168,352), Coors Light got the most number of Comments (11,699) and
Shares (48,670).
0K 20K 40K 60K 80K 100K 120K 140K 160K 180K
Tuborg
Coors Light
Michelob ULTRA
Stella Artois
Corona
Guinness
Heineken
Carlsberg
Miller Lite
Budweiser
Likes Comments Shares
Engagement Breakdown

Most Engaging Brand Posts
Miller Lite
05-JUN-16, SUN 3:25PM
Beer marks the spot. #ItsMillerTime
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 87,649 3,384 10,799Positive
Coors Light
20-MAY-16, FRI 7:00PM
Can you brave some of the most intense
white water in the world? Get inspired
with this 360 film and ..
Coors Light
13-MAY-16, FRI 7:00PM
Ride one of the most epic waves in the
world—the legendary Shipstern Bluff, with
this exclusive 360 ..
1,000 26,074 4,043 17,579 Positive
1,000 25,446 3,882 21,293 Positive

Michelob ULTRA
19-MAY-16, THU 6:05PM
Retire one pair of shoes tonight for the
other.
996 25,951 964 1,031 Positive
Michelob ULTRA
15-JUN-16, WED 10:45AM
95 calories. 2.6 carbs. Zero regrets.
Michelob ULTRA
26-MAY-16, THU 5:43PM
95 calories. 2.6 carbs. 24 hours of not
compromising.
994 20,083 903 1,416 Positive
994 21,011 956 1,300 Positive

Heineken's Facebook Page saw the highest number of Fan posts (1,240).
0 200 400 600 800 1000 1200 1400
Tuborg
Michelob ULTRA
Coors Light
Corona
Stella Artois
Guinness
Heineken
Carlsberg
Miller Lite
Budweiser
Numberof Fan Posts
Fan Posts

Miller Lite received the highest percentage of Positive Sentiment (38.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tuborg
Michelob ULTRA
Coors Light
Corona
Stella Artois
Guinness
Heineken
Carlsberg
Miller Lite
Budweiser
Negative Neutral Positive
Sentiment Analysis

Michelob ULTRA responded to the highest percentage of Fan posts (41.32%).
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
0 500 1000 1500 2000 2500 3000 3500
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Brand Responses

Carlsberg published the most with 39 posts, among the brands studied.
9%
20%
9%
0%12%
21%
8%
7%
8%
6%
Budweiser Corona Heineken Stella Artois Michelob ULTRA Carlsberg Coors Light Miller Lite Guinness Tuborg
Share Of Voice – Volume of Posts

Michelob ULTRA received the largest volume of Likes (168,352).
0% 0% 2%
0%
45%
2%
20%
28%
1% 2%
Share Of Voice – Likes

Coors Light received the largest volume of Comments (11,699), among the brands analyzed here.
0% 0%1% 0%
30%
4%
44%
20%
1% 0%
Share Of Voice – Comments

Coors Light received the largest volume of Shares (48,670), among the brands in "COMPETITORS" Group.
0% 0% 0% 0%
12% 1%
64%
22%
1% 0%
Share Of Voice – Shares

Michelob ULTRA had the most Promoted Posts, while Carlsberg had the most Organic Posts.
Promoted/Organic: Volume

Coors Light's Promoted Posts had the highest engagement, while Michelob ULTRA had the highest engaging Organic Posts.
Promoted/Organic: Engagement

Michelob ULTRA published the highest number of Promoted Posts while Carlsberg saw the biggest surge in engagement.
Promoted/Organic: Effect of Promoted Posts on Engagement

Analysis of
Coors Light
Facebook Page
Apr 01, 2016 - Jun 30, 2016

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
3,017,164 -5,375 -.18%
United
States
Mostly Young, Male and
Attached.
Coors Light

Engagement Score Total Fan Posts
945 560
Total Posts Brand Response Rate
14 24.29%
Total Likes Avg. Reply Time
75,987 13 hrs, 55 mins
Total Comments General Sentiment
11,699 Neutral
Total Shares
48,670
Most Engaging Content Type
Others
Least Engaging Content Type
NA
Most Prolific Content Type
Others
Most Engaging Campaign
NO DATA
Most Recent Campaign
NO DATA
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

3,013K
3,014K
3,015K
3,016K
3,017K
3,018K
3,019K
3,020K
3,021K
3,022K
3,023K
3,024K
1-Apr 8-Apr 15-Apr 22-Apr 29-Apr 6-May 13-
May
20-
May
27-
May
3-Jun 10-Jun17-Jun24-Jun
Fan Growth
Total Fans
3,017,164
New Fans
-5,375

Engagement
0
250
500
750
1,000
1,250
1-Apr 5-Apr 9-Apr 13-Apr17-Apr21-Apr25-Apr29-Apr3-May 7-May11-May15-May19-May23-May27-May31-May4-Jun 8-Jun 12-Jun16-Jun20-Jun24-Jun28-Jun
Coors Light had an average engagement score of 945 and a highest of 1000.

Community Analysis
Coors Light fans are mostly Young, Male and Attached. Coors Light fans are largely from United States followed by Puerto
Rico.
Fan Demographics Distributionof Fans
83%
17%
male female
0% 20% 40% 60% 80%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 1,000K 2,000K 3,000K 4,000K
United States
Puerto Rico
Mexico
Canada
United Kingdom
Ireland
Trinidad And Tobago
Iran
Germany
New Zealand

0
0
0
1
1
1
1
1-Apr 15-Apr 29-Apr 13-May 27-May 10-Jun 24-Jun
Brand Posts
Top keywords used Frequency
vr 3
mountain 2
exclusive 360 film 2
top 2
Coors Light 2

57%
43%
Brand Participation Brand Non Participation
91%
0%
9%
Posititve Negative Neutral
Brand Posts - Engagement
Coors Light responded to 8 conversations generated by the 14
Posts they published.
Coors Light receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

20-MAY-16, FRI 7:00PM
Can you brave some of the most intense
white water in the world? Get inspired with
this 360 film and ..
1,000 26,074 4,043 17,579Positive
13-MAY-16, FRI 7:00PM
Ride one of the most epic waves in the
world—the legendary Shipstern Bluff, with
this exclusive 360 ..
27-MAY-16, FRI 7:00PM
See how it feels to push the limits of
downhill mountain biking on a
championship course. Then it’s ..
1,000 25,446 3,882 21,293 Positive
990 8,617 1,197 5,551 Positive
NO IMAGE NO IMAGE NO IMAGE

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

Top Keywords Used Frequency
Coors Light 350
beer 78
Citrus Radler 57
summer 40
Coors 30
User Posts
0
5
10
15
20
25
30
35
40
1-Apr 8-Apr 15-Apr 22-Apr 29-Apr 6-May 13-May20-May27-May 3-Jun 10-Jun 17-Jun 24-Jun
Positive Neutral Negative

Coors Light responded to 136 conversations generated by the
569 Posts fans published.
Coors Light appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
24%
76%
34%
2%
64%

Analysis of
Michelob ULTRA
Facebook Page
Apr 01, 2016 - Jun 30, 2016

Brand Overview
1,261,702 21,873 1.76%
United
States
Mostly Older, Female and
Attached.
Michelob ULTRA

820 166
23 41.57%
168,352 9 hrs, 11 mins
8,062 Neutral
Total Shares
8,847
Brand Overview

1,225K
1,230K
1,235K
1,240K
1,245K
1,250K
1,255K
1,260K
1,265K
May
20-
May
27-
May
Fan Growth
Total Fans
1,261,702
New Fans
21,873

Engagement
0
250
500
750
1,000
1,250
Michelob ULTRA had an average engagement score of 820 and a highest of 996.

Community Analysis
Michelob ULTRA fans are mostly Older, Female and Attached. Michelob ULTRA fans are largely from United States followed by
Mexico.
42%
58%
male female
0% 10% 20% 30% 40%
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 500K 1,000K 1,500K
United States
Mexico
Puerto Rico
Canada
United Kingdom
Brazil
Philippines
Germany
Iran

0
1
1
2
2
3
Brand Posts
chance 3
Ready 3
extra mile 3
day 3
rules 3

96%
4%
96%
0%
4%
Michelob ULTRA responded to 22 conversations generated by the
23 Posts they published.
Michelob ULTRA receives more positive than negative vibes from

19-MAY-16, THU 6:05PM
Retire one pair of shoes tonight for the
other.
996 25,951 964 1,031 Positive
15-JUN-16, WED 10:45AM
95 calories. 2.6 carbs. Zero regrets.
26-MAY-16, THU 5:43PM
95 calories. 2.6 carbs. 24 hours of not
compromising.
994 20,083 903 1,416 Positive
994 21,011 956 1,300 Positive

0 2 4 6 8 10 12 14
0 200 400 600 800 1,000
Photos
Videos
Plain Text
Links
Polls
Numberof Posts
Engagement Score
0 2 4 6 8
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score

Michelob ULTRA 85
beer 16
Michelob 13
Black Bull Tavern 12
Distrito Colón 11
User Posts
0
1
2
3
4
5
6
7
8

Michelob ULTRA responded to 69 conversations generated by the
167 Posts fans published.
Michelob ULTRA appears to participate more when Fan
conversations have greater positive vibes than negative.
41%
59%
25%
5%
70%

Analysis of
Miller Lite
Facebook Page
Apr 01, 2016 - Jun 30, 2016

Brand Overview
2,103,665 3,075 .15%
United
States
Mostly Young, Male and
Attached.
Miller Lite

865 307
13 4.56%
106,437 1 day, 17 hrs, 31 mins
5,292 Neutral
Total Shares
16,415
Most Engaging Content Type
Photos
Least Engaging Content Type
Others
Most Prolific Content Type
Photos
Most Engaging Campaign
#ItsMillerTime
Most Recent Campaign
Pledge to be a DD for a
chance to win a Ford F-150
Brand Overview
CONTENT & CAMPAIGNS

2,090K
2,092K
2,094K
2,096K
2,098K
2,100K
2,102K
2,104K
2,106K
May
20-
May
27-
May
Fan Growth
Total Fans
2,103,665
New Fans
3,075

Engagement
0
250
500
750
1,000
1,250
Miller Lite had an average engagement score of 865 and a highest of 1000.

Community Analysis
Miller Lite fans are mostly Young, Male and Attached. Miller Lite fans are largely from United States followed by Mexico.
86%
14%
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 500K 1,000K 1,500K 2,000K 2,500K
United States
Mexico
Puerto Rico
Canada
Iran
United Kingdom
Argentina
Brazil
Colombia
Singapore

0
1
1
2
2
3
Brand Posts
ItsMillerTime 6
Stock 2
Miller Lite 2
cover photo 1
162 Happy Hours 1

38%
62%
91%
0%
9%
Miller Lite responded to 5 conversations generated by the 13
Posts they published.
Miller Lite receives more positive than negative vibes from

05-JUN-16, SUN 3:25PM
Beer marks the spot. #ItsMillerTime
1,000 87,649 3,384 10,799Positive
30-JUN-16, THU 1:00PM
Stock up, Kick Back, and enjoy your
#4thofJuly. #ItsMillerTime
13-MAY-16, FRI 1:15PM
Going to the bar on payday like...
801 5,658 344 1,111 Uncategorized
735 2,256 457 1,061 Positive

0 2 4 6 8 10
0 200 400 600 800 1,000
Videos
Photos
Plain Text
Links
Polls
Numberof Posts
Engagement Score
0 1 2 3 4 5 6
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score

Miller Lite 266
beer 41
tickets 33
Music 32
special 30
User Posts
0
2
4
6
8
10
12
14
16

Miller Lite responded to 14 conversations generated by the 308
Posts fans published.
Miller Lite appears to participate more when Fan conversations
have greater positive vibes than negative.
5%
95%
38%
4%
58%

Campaign Intel – 3 most recent campaigns
Entire Campaign
0 1 2 3 4 5
0 100 200 300 400 500 600
Our original bottle, back for a limited time
#SXSW
#TBT
Numberof Posts
Engagement Score
Not restricted to the time period studied in this report.

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Social Media Report - Beer Q2

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