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American
Express
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of American Express FB
American Express: Social Media Report
This report looks at how
American Express
performed on social media between
October ...
Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes...
Analysis of
American Express
Facebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
2,419,162 58,313 2.47%
United
States
American Express
Engagement Score
40
Total Posts
129
Total Likes
17,758
Total Comments
2,423
Total Shares
3,661
Most Engaging Content Type
...
2,330K
2,340K
2,350K
2,360K
2,370K
2,380K
2,390K
2,400K
2,410K
2,420K
2,430K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-D...
Engagement
0
250
500
American Express had an average engagement score of 40 and a highest of 314.
Community Analysis
American Express fans are largely from United States followed by Mexico.
Distribution of Fans
0K 500K 1...
0
2
4
6
8
10
12
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Terms 31
American ...
72%
28%
Brand Participation Brand Non Participation
82%
9%
9%
Posititve Negative Neutral
Brand Posts - Engagement
American...
Most Engaging Brand Posts
17-NOV-15, TUE 10:32AM
We loved Ellie Goulding's performance of
"On My Mind" at her #AmexUNSTAGE...
Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100
0 20 40 60 80 100 120 140
Videos
Photos
Links
P...
Most of American Express posts were around 'Customer Loyalty Programs', and posts around 'Contest/Sweepstakes'
received th...
In American Express Posts about General Happenings, the category Festival/Greetings received the highest engagement.
Conte...
Campaign Intel
0 1 2 3 4 5
0 5 10 15 20 25 30 35 40 45
#BlueCashEveryday Card
Happy Valentine's Day
#FormationWorldTour
Nu...
Analysis of
American Express
Twitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
862,333 19,038 2.26% Worldwide
American Express
@AmericanEx...
Engagement Score
58
Total Proactive Tweets
629
Retweets Total
61
Replies Total
1,792
Favorites Total
25,137
Total Mention
...
830K
835K
840K
845K
850K
855K
860K
865K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
86...
20K
20K
20K
20K
20K
20K
20K
20K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
19,872
New...
Engagement
0
250
500
American Express had an average engagement score of 58 and a highest of 270.
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 Retwe...
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 100 200 300 400 500 600 700
0 10 20 30 40...
0 10 20 30 40 50 60
0 5000 10000 15000 20000 25000
#purposeworldtour*
#soundslivefeelslive*
#antiworldtour*
#kidsntrips*
#...
0
2000
4000
6000
8000
10000
12000
14000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 3...
0 100 200 300 400 500 600
#amexjet*
#shopsmall*
#amexgift*
#contest*
#amexnewegg*
#amexbestbuy*
#antiworldtour*
#soundsliv...
Average Response Rate : 4.61%
0
500
1000
1500
2000
2500
3000
3500
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oc...
Average Reply Time : 2 hours 48 minutes
0
50
100
150
200
250
300
350
400
450
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oc...
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
200
400
600
800
1000
1200
1400
1600
Request Fo...
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Ment...
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
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...
Total number of Retweets : 17,038
-500
0
500
1,000
1,500
2,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov...
Total number of Mentions: 38,616
0
500
1,000
1,500
2,000
2,500
3,000
3,500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct ...
Influencers
Name Followers Tweets
Justin Bieber 76,789,216 1
Rihanna 57,023,856 2
Maroon 5 12,573,212 1
5 Seconds of Summe...
Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes...
Thanks!
Please contact us at NotJustNumbers@unmetric.com for more information.
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American Express Social Media Analysis Q4 2015

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Take a deep dive in to the social media metrics behind American Express' incredible social media efforts as it reaches out to and educates SMBs around the world.

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American Express Social Media Analysis Q4 2015

  1. 1. American Express on Social Media Oct 01 2015 - Dec 31 2015 Cover Image Courtesy of American Express FB
  2. 2. American Express: Social Media Report This report looks at how American Express performed on social media between October 1st – December 31st, 2015
  3. 3. Generate Your Own Social Media Report This report was generated entirely by the Unmetric Reporting Engine. It took minutes to create. Create Your Free Social Media Report Now
  4. 4. Analysis of American Express Facebook Page Oct 01, 2015 - Dec 31, 2015
  5. 5. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY 2,419,162 58,313 2.47% United States American Express
  6. 6. Engagement Score 40 Total Posts 129 Total Likes 17,758 Total Comments 2,423 Total Shares 3,661 Most Engaging Content Type Contest/Sweepstakes Least Engaging Content Type Corporate Social Responsibility Most Prolific Content Type Brand News BRAND POSTS Brand Overview CONTENT & CAMPAIGNS
  7. 7. 2,330K 2,340K 2,350K 2,360K 2,370K 2,380K 2,390K 2,400K 2,410K 2,420K 2,430K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Fan Growth Total Fans 2,419,162 New Fans 58,313
  8. 8. Engagement 0 250 500 American Express had an average engagement score of 40 and a highest of 314.
  9. 9. Community Analysis American Express fans are largely from United States followed by Mexico. Distribution of Fans 0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K United States Mexico Canada India United Kingdom Philippines Puerto Rico China Indonesia New Zealand
  10. 10. 0 2 4 6 8 10 12 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Brand Posts Top keywords used Frequency Terms 31 American Express 27 Amex Card Members 24 holiday 20 AmexOffers 13
  11. 11. 72% 28% Brand Participation Brand Non Participation 82% 9% 9% Posititve Negative Neutral Brand Posts - Engagement American Express responded to 93 conversations generated by the 129 Posts they published. American Express receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts
  12. 12. Most Engaging Brand Posts 17-NOV-15, TUE 10:32AM We loved Ellie Goulding's performance of "On My Mind" at her #AmexUNSTAGED concert, directed by Scar .. ENGMT . LIKES COMMENTS SHARE S SENTIMENT 524 3,178 165 536 Positive 07-NOV-15, SAT 1:14PM Today's the big day - watch the livestream of Dead & Company's FREE show. Tune in tonight at 7:30PM .. 06-OCT-15, TUE 1:05PM After selling out two shows Madison Square Garden, Dead & Company has teamed up with American Expres .. ENGMT . LIKES COMMENTSSHARESSENTIMENT 436 1,170 115 547 Positive ENGMT . LIKES COMMENTS SHARES SENTIMENT 345 986 176 345 Positive NO IMAGE NO IMAGE
  13. 13. Brand Posts - Analysis Brand Post Types Days of the week 0 20 40 60 80 100 0 20 40 60 80 100 120 140 Videos Photos Links Plain Text Polls Number of Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 25 30 0 20 40 60 80 100 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Number of Posts Engagement Score Engagement Score Number of Posts
  14. 14. Most of American Express posts were around 'Customer Loyalty Programs', and posts around 'Contest/Sweepstakes' received the highest engagement. Content Intel 0 5 10 15 20 25 30 35 40 45 0 50 100 150 200 250 300 350 400 Banking Plans Brand News Others Events… Careers Contest/Sweepstakes Corporate Social… Ad Campaigns New Promotions Question to fans Facebook App Like This/Engagement… Customer Loyalty… Number of Posts Engagement Score Engagement Score Number of Posts
  15. 15. In American Express Posts about General Happenings, the category Festival/Greetings received the highest engagement. Content Intel About General Happenings 0 1 2 3 4 5 6 7 0 5 10 15 20 25 30 35 40 On Social Media Others Entertainment Question to fans Sports Festival/Greetings Technology Current Affairs Number of Posts Engagement Score Engagement Score Number of Posts
  16. 16. Campaign Intel 0 1 2 3 4 5 0 5 10 15 20 25 30 35 40 45 #BlueCashEveryday Card Happy Valentine's Day #FormationWorldTour Number of Posts Engagement Score Engagement Score Number of Posts This is the performance of a selection of American Express campaigns that have been tagged and tracked by Unmetric and are not restricted to the time period analyzed
  17. 17. Analysis of American Express Twitter Account Oct 01, 2015 - Dec 31, 2015
  18. 18. Brand Overview FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY 862,333 19,038 2.26% Worldwide American Express @AmericanExpress
  19. 19. Engagement Score 58 Total Proactive Tweets 629 Retweets Total 61 Replies Total 1,792 Favorites Total 25,137 Total Mention 38,616 Total Retweets 17,038 Response Rate (%) 4.61% Average Reply Time (mins) 168 Most Engaging #AmexOffers Most Recent #ANTIWorldTour BRAND TWEETS USER TWEETS Brand Overview BRAND CAMPAIGNS
  20. 20. 830K 835K 840K 845K 850K 855K 860K 865K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Follower Growth Total Followers 862,333 New Followers 19,038
  21. 21. 20K 20K 20K 20K 20K 20K 20K 20K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Followee Growth Total Followees 19,872 New Followees -39
  22. 22. Engagement 0 250 500 American Express had an average engagement score of 58 and a highest of 270.
  23. 23. 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 629 61
  24. 24. Posts with Hashtags engage the best. Those with Mentions are the most frequent 0 100 200 300 400 500 600 700 0 10 20 30 40 50 60 70 80 Links Plain Text Hashtags Mentions Number of Posts Engagement Score Engagement Score Number of Tweets Brand Tweet Types
  25. 25. 0 10 20 30 40 50 60 0 5000 10000 15000 20000 25000 #purposeworldtour* #soundslivefeelslive* #antiworldtour* #kidsntrips* #amexgift* #amexbestbuy* #shopsmall* #amexnewegg* #contest* #amexjet* User Tweets about Hashtag Brand Tweets about Hashtag Brand tweets User Tweets Volume of Tweets with Hashtags
  26. 26. 0 2000 4000 6000 8000 10000 12000 14000 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 purposeworldtour soundslivefeelslive antiworldtour kidsntrips amexgift Spread of Hashtags by day
  27. 27. 0 100 200 300 400 500 600 #amexjet* #shopsmall* #amexgift* #contest* #amexnewegg* #amexbestbuy* #antiworldtour* #soundslivefeelslive* #purposeworldtour* #kidsntrips* Engagement Score Hashtags - Engagement
  28. 28. Average Response Rate : 4.61% 0 500 1000 1500 2000 2500 3000 3500 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
  29. 29. Average Reply Time : 2 hours 48 minutes 0 50 100 150 200 250 300 350 400 450 1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec Customer Service
  30. 30. Positive Negative Neutral Customer Service REPLY ANALYSIS REPLY SENTIMENT 0 200 400 600 800 1000 1200 1400 1600 Request For Direct Message Request For Contact Request For View a Link Request For Email Brand Apology Plain Text
  31. 31. 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Replies Mentions Day of the week
  32. 32. 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 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
  33. 33. Total number of Retweets : 17,038 -500 0 500 1,000 1,500 2,000 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
  34. 34. Total number of Mentions: 38,616 0 500 1,000 1,500 2,000 2,500 3,000 3,500 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
  35. 35. Influencers Name Followers Tweets Justin Bieber 76,789,216 1 Rihanna 57,023,856 2 Maroon 5 12,573,212 1 5 Seconds of Summer 8,573,772 1 Ellie Goulding 6,130,299 1 TOP 5 INFLUENCERS
  36. 36. Generate Your Own Social Media Report This report was generated entirely by the Unmetric Reporting Engine. It took minutes to create. Create Your Free Social Media Report Now
  37. 37. Thanks! Please contact us at NotJustNumbers@unmetric.com for more information.

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