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Burberry Social Media Analysis Q4 2015

Take a deep dive in to the social media metrics behind Burberry's social media efforts as it engages its global fan base with new product launches.

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Burberry Social Media Analysis Q4 2015

  1. 1. Burberry on Social Media Oct 01 2015 - Dec 31 2015 Cover Image Courtesy of Burberry FB
  2. 2. Burberry: Social Media Report This report looks at how Burberry 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 Burberry Facebook Page Oct 01, 2015 - Dec 31, 2015
  5. 5. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 17,055,175 144,278 .85% Worldwide Mostly Older, Female and Attached. Burberry
  6. 6. Engagement Score 256 Total Posts 73 Total Likes 157,430 Total Comments 3,828 Total Shares 113,768 Most Engaging Content Type Ad Campaigns Least Engaging Content Type Event Most Prolific Content Type Product Offerings/Updates BRAND POSTS Brand Overview CONTENT & CAMPAIGNS
  7. 7. 16,800K 16,850K 16,900K 16,950K 17,000K 17,050K 17,100K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Fan Growth Total Fans 17,055,175 New Fans 144,278
  8. 8. Engagement 0 250 500 750 1,000 1,250 Burberry had an average engagement score of 256 and a highest of 988.
  9. 9. Community Analysis Burberry fans are mostly Older, Female and Attached. Burberry fans are largely from United States followed by Philippines. Fan Demographics Distribution of Fans 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 0K 500K 1,000K 1,500K 2,000K United States Philippines Turkey Indonesia Italy India Mexico Malaysia France
  10. 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 Burberry 26 Explore festive gifts http://brby.co/3sw 16 Burberry festive campaign 16 festive season 16 gift inspiration 14
  11. 11. Most Engaging Brand Posts 23-DEC-15, WED 5:00AM Discover Lunar New Year gifts from Burberry. Signature bags and iconic cashmere scarves for him and .. 20-DEC-15, SUN 7:00AM Discover Lunar New Year gifts from Burberry. Signature bags and iconic cashmere scarves for him and .. ENGMT . LIKES COMMENTSSHARESSENTIMENT 559 132 3 4,967 Uncategorized ENGMT . LIKES COMMENTS SHARE S SENTIMENT 558 90 1 4,961 Positive
  12. 12. Brand Posts - Analysis Brand Post Types Days of the week 0 10 20 30 40 50 60 70 0 100 200 300 400 500 Photos Videos Links Plain Text Polls Number of Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 0 100 200 300 400 500 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Number of Posts Engagement Score Engagement Score Number of Posts
  13. 13. Most of Burberry posts were around 'Product Offerings/Updates', and posts around 'Ad Campaigns' received the highest engagement. Content Intel 0 5 10 15 20 25 30 0 50 100 150 200 250 300 350 400 450 500 Brand News Others Event Corporate Social… Ad Campaigns Special Offer New Collection Celebrity Endorser… Question Contest Product Offerings/Updates Facebook App Engagement Oriented… Number of Posts Engagement Score Engagement Score Number of Posts
  14. 14. In Burberry Posts about Luxury, Advice/Tips posts received the highest engagement. In Burberry Posts about General Happenings, the category Festival/Greetings received the highest engagement. Content Intel About Luxury About General Happenings 0 1 2 0 5 10 15 Fact Others Advice/Tips Event Fashion News Question to fans Like… Number of Posts Engagement Score Engagement Score Number of Posts 0 1 2 3 0 20 40 60 80 100 On Social Media On Sports Others Question Entertainment Festival/Greetings Current Affairs Number of Posts Engagement Score Engagement Score Number of Posts
  15. 15. Campaign Intel 0 2 4 6 8 10 12 0 100 200 300 400 500 600 Burberry 2016 collection Burberry Menswear January 2016 Show The Burberry Festive Book of Gifts Number of Posts Engagement Score Engagement Score Number of Posts This is the performance of a selection of Burberry campaigns that have been tagged and tracked by Unmetric and are not restricted to the time period analyzed
  16. 16. Analysis of Burberry Twitter Account Oct 01, 2015 - Dec 31, 2015
  17. 17. Brand Overview FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY 5,450,307 704,917 14.85% Worldwide Burberry @Burberry
  18. 18. Engagement Score 60 Total Proactive Tweets 491 Retweets Total 8 Favorites Total 150,765 Total Mention 21,312 Total Retweets 53,897 BRAND TWEETS USER TWEETS Brand Overview
  19. 19. 4,200K 4,400K 4,600K 4,800K 5,000K 5,200K 5,400K 5,600K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Follower Growth Total Followers 5,450,307 New Followers 704,917
  20. 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 232 New Followees 3
  21. 21. Engagement 0 250 Burberry had an average engagement score of 60 and a highest of 177.
  22. 22. 0 5 10 15 20 2-Oct 16-Oct 30-Oct 13-Nov 27-Nov 11-Dec 25-Dec Proactive Tweets Retweets Brand Tweets Proactive Tweets Retweets 491 8
  23. 23. #RomeoBeckham arrives for the @Burberry festive film premiere in #London https://t.co/hAYbmmFYGD 03-Nov-15, Tue 02:04PM ENGMT. FAV. REPLIES RETWEETS 733 4,301 64 2,536 Top Engaging Tweets .@PalomaFaith arrives on the red carpet to celebrate the premiere of the @Burberry festive film htt.. 03-Nov-15, Tue 01:27PM ENGMT. FAV. REPLIES RETWEETS 539 5,010 191 1,162 NO IMAGE NO IMAGE
  24. 24. Posts with Hashtags engage the best. Those with Mentions are the most frequent 0 100 200 300 400 500 600 0 10 20 30 40 50 60 70 Links Plain Text Hashtags Mentions Number of Posts Engagement Score Engagement Score Number of Tweets Brand Tweet Types
  25. 25. 0 5 10 15 20 25 30 35 40 45 50 0 1000 2000 3000 4000 5000 6000 #burberrygifts* #romeobeckham* #london* #burberry* #britannias* #burberryhongkong #spectrepremiere* #bfa* #christmas* #artofthetrench* User Tweets about Hashtag Brand Tweets about Hashtag Brand tweets User Tweets Volume of Tweets with Hashtags
  26. 26. 0 200 400 600 800 1000 1200 1400 1600 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 burberrygifts romeobeckham london burberry britannias Spread of Hashtags by day
  27. 27. 0 20 40 60 80 100 120 140 160 #burberryhongkong #britannias* #artofthetrench* #burberry* #london* #christmas* #bfa* #burberrygifts* #romeobeckham* #spectrepremiere* Engagement Score Hashtags - Engagement
  28. 28. 0 200 400 600 800 1000 1200 1400 1600 1800 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. 29. Total number of Retweets : 53,897 -1,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 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. 30. Total number of Mentions: 21,312 -200 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 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 Mentions Brand Tweets Mentions
  31. 31. Influencers Name Followers Tweets Paris Hilton 13,596,564 2 Vogue Magazine 10,447,385 4 Victoria Beckham 9,715,687 2 James Corden 6,432,117 5 ELLE Magazine (US) 5,307,358 3 TOP 5 INFLUENCERS
  32. 32. 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
  33. 33. Thanks! PleasecontactusatNotJustNumbers@unmetric.comformoreinformation.

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