Social Media Report - Grilling Meats and Condiments Brands April 2016

TopGrillingMeatsandCondiments
BrandsonSocialMedia
April 1st – April 30th , 2016

Grilling Meats and Condiments Brands: Social Media Report
This Report looks at how
Grilling Meats and Condiments
performed on Social Media between
April 1st – April 30th, 2016

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Comparison of
Grilling Meats and Condiments’
Facebook Pages
Apr 01, 2016 - Apr 30, 2016

Hellmann's had the largest fan base of 5,666,887 while Johnsonville New showed the highest fan growth of 0.59%.
-0.2%
-0.1%
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Growth%
Number of Fans
French's Heinz Ketchup Frank's RedHot Hellmann's Hormel Foods Recipes Johnsonville New Ball Park Franks
Fans

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hellmann's Hormel Foods
Recipes
Frank's RedHot Heinz Ketchup Johnsonville New French's Ball Park Franks
United States Countries < 2% Canada Argentina Brazil Other Countries Chile United States
Fans - Geography

Johnsonville New had the highest PTAT of 1.81% 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%
1.8%
2.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
French's Heinz Ketchup Frank's RedHot Hellmann's Johnsonville New Hormel Foods Recipes Ball Park Franks
Conversations

Johnsonville New published the greatest number of posts (35). Heinz Ketchup had the highest average engagement, with a
score of 884.
0 5 10 15 20 25 30 35 40
0 100 200 300 400 500 600 700 800 900 1000
French's
Heinz Ketchup
Frank's RedHot
Hormel Foods
Recipes
Johnsonville
New
Ball Park
Franks
Numberof Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

Johnsonville New received the most number of Likes (57,188), Heinz Ketchup got the most number of Comments (4,195) and
Heinz Ketchup had the most number of Shares (8,890).
0K 10K 20K 30K 40K 50K 60K 70K
French's
Heinz Ketchup
Frank's RedHot
Hormel Foods Recipes
Johnsonville New
Ball Park Franks
Likes Comments Shares
Engagement Breakdown

Most Engaging Brand Posts
Heinz Ketchup
26-APR-16, TUE 11:50AM
You’re never too young to enjoy the best.
Who do you know that was raised on Heinz
Ketchup?
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 13,853 2,856 5,459 Uncategorized
Johnsonville New
11-APR-16, MON 11:21AM
Got the ugliest grill on the block? We want
to see your very loved and used grills!
Share a photo of ..
Johnsonville New
04-APR-16, MON 12:15PM
This Easy Sausage Pizza is ready in 30
minutes or less. It's faster than delivery and
topped with de ..
964 10,258 376 806 Uncategorized
951 5,794 116 1,180 Uncategorized

Johnsonville New
07-APR-16, THU 11:46AM
Save the box stuff for another night. This
Skillet Mac & Cheese & Kielbasa is made
from scratch and ..
936 4,605 111 1,143 Uncategorized
Heinz Ketchup
07-APR-16, THU 10:08AM
You asked, we answered! The wiener
dogs are back! Just in time for grilling
season.#MeetTheKetchups
Heinz Ketchup
04-APR-16, MON 11:50AM
#OpeningDay can only mean one thing: hot
dogs, fries and ketchup! Oh, and baseball
too.
922 2,422 357 1,369 Uncategorized

Johnsonville New's Facebook Page saw the highest number of Fan posts (121).
0 20 40 60 80 100 120 140
French's
Frank's RedHot
Hellmann's
Johnsonville New
Ball Park Franks
Numberof Fan Posts
Fan Posts

Ball Park Franks received the highest percentage of Positive Sentiment (38.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
French's
Frank's RedHot
Hellmann's
Johnsonville New
Ball Park Franks
Negative Neutral Positive
Sentiment Analysis

Hormel Foods Recipes responded to the highest percentage of Fan posts (77.27%).
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
0 200 400 600 800 1000 1200 1400 1600
%ofFanPostsBrandRespondedto
Average Response Time (mins)
French's Frank's RedHot Hellmann's Johnsonville New Hormel Foods Recipes Ball Park Franks
Brand Responses

Johnsonville New published the most with 35 posts, among the brands compared here.
21%
51%
3%
9%
0%
15%
1%
Johnsonville New
French's
Ball Park Franks
Hellmann's
Heinz Ketchup
Frank's RedHot
Share Of Voice – Volume of Posts

Johnsonville New received the largest volume of Likes (57,188), among the brands studied.
0%
56%
0%
3%
0%
41%
0%
Johnsonville New
French's
Ball Park Franks
Hellmann's
Heinz Ketchup
Frank's RedHot
Share Of Voice – Likes

Heinz Ketchup received the largest volume of Comments (4,195), among the brands we looked at.
1%
40%
0%
7%
0%
52%
0%
Johnsonville New
French's
Ball Park Franks
Hellmann's
Heinz Ketchup
Frank's RedHot
Share Of Voice – Comments

Out of the brands we looked at, Heinz Ketchup received the largest volume of Shares (8,890).
0%
46%
0%
2%
0%
52%
0%
Johnsonville New
French's
Ball Park Franks
Hellmann's
Heinz Ketchup
Frank's RedHot
Share Of Voice – Shares

During this time period, HEINZ® KETCHUP BASEBALL PROCAMP NATIONAL SWEEPSTAKES was the most engaging run by
Heinz Ketchup. Hellmann's published the most (4) in its #BringOutTheBest campaign.
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
0 20 40 60 80 100 120 140
#FrenchsTwangyBBQ(French's)
HEINZ® KETCHUP BASEBALL PROCAMP
NATIONAL SWEEPSTAKES(Heinz Ketchup)
#BringOutTheBest(Hellmann's)
Numberof Posts
Engagement Score
Campaign Comparison

Analysis of
Ball Park Franks
Facebook Page
Apr 01, 2016 - Apr 30, 2016

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
302,614 330 .11%
United
States
Mostly Older, Female and
Attached.
Ball Park Franks

Engagement Score Total Fan Posts
426 14
Total Posts Brand Response Rate
6 57.14%
Total Likes Avg. Reply Time
2,639 10 hrs, 13 mins
Total Comments General Sentiment
512 Neutral
Total Shares
286
BRAND POSTS FAN POSTS
Brand Overview

302K
302K
302K
302K
302K
302K
303K
303K
303K
31-Mar 7-Apr 14-Apr 21-Apr 28-Apr
Fan Growth
Total Fans
302,614
New Fans
330

Engagement
0
250
500
750
1,000
1-Apr 5-Apr 9-Apr 13-Apr 17-Apr 21-Apr 25-Apr 29-Apr
Ball Park Franks had an average engagement score of 426 and a highest of 818.

Community Analysis
Ball Park Franks fans are mostly Older, Female and Attached. Ball Park Franks fans are largely from United States followed by
Canada.
Fan Demographics Distributionof Fans
14%
86%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 20% 40% 60% 80%
Single
In a Relationship
Engaged
Married
UnKnown
0K 100K 200K 300K
United States
Canada
India
Mexico
Puerto Rico
Philippines
United Kingdom
Pakistan
Bangladesh
Sudan

0
0
0
1
1
1
1
1-Apr 8-Apr 15-Apr 22-Apr 29-Apr
Brand Posts
Top keywords used Frequency
Ball Park Flame Grilled 4
Flame Grilled 3
Draft 1
howardcollens 1
Boys 1

Brand Participation
Brand Non Participation
Brand Posts - Engagement
Ball Park Franks responded to 3 conversations generated by the 6 Posts they published.
Brand Responses

29-APR-16, FRI 9:00AM
If Election Day was today, we’d vote for
flame grilled taste straight from the
microwave.#MakeAmeri..
ENGMT. LIKES COMMENTS SHARES
818 1,329 266 147
23-APR-16, SAT 10:00AM
@howardcollenswas generous enough to
post this Ball Park beauty, so we returned
the favor and donat ..
22-APR-16, FRI 9:00AM
Ball Park Flame Grilled Jerky. We flame grill
it for
tenderness.And because we just got this
sick f ..
529 619 145 48
351 327 64 40
NO IMAGE NO IMAGE NO IMAGE

Brand Posts - Analysis
Brand Post Types Days of the week
0 1 2 3 4 5 6
0 100 200 300 400 500
Photos
Videos
Numberof Posts
Engagement Score
0 1 2 3
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score

Top Keywords Used Frequency
Ball Park 4
hot dogs 3
new chicken patties 2
Beef patty ad 1
package 1
User Posts
0
1
1
2
2
3
1-Apr
2-Apr
3-Apr
4-Apr
5-Apr
6-Apr
7-Apr
8-Apr
9-Apr
10-Apr
11-Apr
12-Apr
13-Apr
14-Apr
15-Apr
16-Apr
17-Apr
18-Apr
19-Apr
20-Apr
21-Apr
22-Apr
23-Apr
24-Apr
25-Apr
26-Apr
27-Apr
28-Apr
29-Apr
30-Apr
Positive Neutral Negative

Ball Park Franks responded to 8 conversations generated by the
14 Posts fans published.
Ball Park Franks appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
57%
43%
Brand Participation Brand Non Participation
38%
8%
54%
Posititve Negative Neutral

Analysis of
Heinz Ketchup
Facebook Page
Apr 01, 2016 - Apr 30, 2016

Brand Overview
1,140,146 1,662 .15%
United
States
Attached.
Heinz Ketchup

Engagement Score
884
Total Posts
10
Total Likes
41,168
Total Comments
4,195
Total Shares
8,894
Most Engaging Campaign
#SrirachaKetchup
Most Recent Campaign
#HeinzHappyContest
BRAND POSTS
Brand Overview
CAMPAIGNS

1,138K
1,138K
1,139K
1,139K
1,140K
1,140K
1,141K
Fan Growth
Total Fans
1,140,146
New Fans
1,662

Engagement
0
250
500
750
1,000
1,250
Heinz Ketchup had an average engagement score of 884 and a highest of 1000.

Community Analysis
Heinz Ketchup fans are mostly Older, Female and Attached. Heinz Ketchup fans are largely from United States followed by
United Kingdom.
21%
79%
male female
0% 10% 20% 30%
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 400K 800K 1,200K
United States
United Kingdom
Canada
Brazil
Mexico
Germany
Philippines
Egypt
France

0
1
1
2
2
3
Brand Posts
Heinz Pitmaster partner 3
great taste 3
BBQ 2
airs weeknights 11:35 2
MeetTheKetchups 2

90%
10%
Brand Participation
Brand Non Participation
Heinz Ketchup responded to 9 conversations generated by the 10 Posts they published.
Brand Responses

26-APR-16, TUE 11:50AM
You’re never too young to enjoy the best.
Who do you know that was raised on Heinz
Ketchup?
1,000 13,853 2,856 5,459 Uncategorized
07-APR-16, THU 10:08AM
You asked, we answered! The wiener dogs
are back! Just in time for grilling season.
#MeetTheKetchups
04-APR-16, MON 11:50AM
#OpeningDay can only mean one thing: hot
dogs, fries and ketchup! Oh, and baseball
too.
922 2,422 357 1,369 Uncategorized

0 1 2 3 4 5 6
0 200 400 600 800 1000 1200
Photos
Videos
Plain Text
Links
Numberof Posts
Engagement Score
0 1 2 3 4 5
0 200 400 600 800 1000 1200
Monday
Tuesday
Wednesday
Thursday
Friday
Numberof Posts
Engagement Score

Campaign Intel
Entire Campaign
0 1 2 3 4
0 50 100 150 200 250 300 350 400
HEINZ® KETCHUP BASEBALL PROCAMP
NATIONAL SWEEPSTAKES
#HeinzHacks
#Grillingseason
Numberof Posts
Engagement Score
This slide looks at engagement stats for campaigns by Heinz not limited to the period studied in this report

Analysis of
Johnsonville New
Facebook Page
Apr 01, 2016 - Apr 30, 2016

Brand Overview
953,225 5,619 .59%
United
States
Attached.
Johnsonville New

Engagement Score Total Fan Posts
508 121
Total Posts Brand Response Rate
35 36.36%
Total Likes Avg. Reply Time
57,188 14 hrs, 19 mins
Total Comments General Sentiment
3,190 Neutral
Total Shares
7,739
BRAND POSTS FAN POSTS
Brand Overview

944K
945K
946K
947K
948K
949K
950K
951K
952K
953K
954K
Fan Growth
Total Fans
953,225
New Fans
5,619

Engagement
0
250
500
750
1,000
1,250
Johnsonville New had an average engagement score of 508 and a highest of 964.

Community Analysis
Johnsonville New fans are mostly Older, Female and Attached. Johnsonville New fans are largely from United States followed by
Canada.
43%
57%
male female
0% 10% 20% 30% 40%
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 200K 400K 600K 800K 1,000K
United States
Canada
Puerto Rico
Mexico
Philippines
Pakistan
India
Nigeria
Iran
New Zealand

0
1
1
2
2
3
3
4
Brand Posts
Johnsonville Chicken
Sausage
6
BigTasteGrill 5
30 minutes 5
Johnsonville 4
Ugly Grill submissions 3

71%
29%
37%
0%
63%
Johnsonville New responded to 25 conversations generated by the
35 Posts they published.
Johnsonville New receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

11-APR-16, MON 11:21AM
Got the ugliest grill on the block? We want to
see your very loved and used grills! Share a
photo of ..
04-APR-16, MON 12:15PM
This Easy Sausage Pizza is ready in 30
minutes or less. It's faster than delivery and
topped with de ..
07-APR-16, THU 11:46AM
Save the box stuff for another night. This
Skillet Mac & Cheese & Kielbasa is made
from scratch and ..
951 5,794 116 1,180 Uncategorized
936 4,605 111 1,143 Uncategorized

0 5 10 15 20 25 30 35
0 100 200 300 400 500 600
Photos
Links
Videos
Numberof Posts
Engagement Score
0 2 4 6 8 10
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score

Top Keywords Used Frequency
UglyGrillContest 49
Ugly Grill submissions 8
grill 7
sausage 5
new grill 4
User Posts
0
1
2
3
4
5
6
7
8
9
1-Apr
2-Apr
3-Apr
4-Apr
5-Apr
6-Apr
7-Apr
8-Apr
9-Apr
10-Apr
11-Apr
12-Apr
13-Apr
14-Apr
15-Apr
16-Apr
17-Apr
18-Apr
19-Apr
20-Apr
21-Apr
22-Apr
23-Apr
24-Apr
25-Apr
26-Apr
27-Apr
28-Apr
29-Apr
30-Apr
Positive Neutral Negative

Johnsonville New responded to 44 conversations generated by the
121 Posts fans published.
Johnsonville New appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
36%
64%
23%
8%
69%

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Social Media Report - Grilling Meats and Condiments Brands April 2016

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