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MTV Social Media Analysis Q4 2015

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Take a deep dive into MTV's social media efforts and see how the brand leverages pop culture, holidays and timely takes on world events to engage its young, global audience.

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MTV Social Media Analysis Q4 2015

  1. 1. MTV on Social Media Oct 01 2015 - Dec 31 2015 Cover Image Courtesy of MTV FB
  2. 2. MTV: Social Media Report This report looks at how MTV 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 MTV Facebook Page Oct 01, 2015 - Dec 31, 2015
  5. 5. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 48,425,753 344,441 .72% United States Mostly Young, Female and Attached. MTV
  6. 6. Engagement Score 52 Total Posts 6,474 Total Likes 28,176,014 Total Comments 926,220 Total Shares 1,562,774 BRAND POSTS Brand Overview
  7. 7. 47,800K 47,900K 48,000K 48,100K 48,200K 48,300K 48,400K 48,500K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Fan Growth Total Fans 48,425,753 New Fans 344,441
  8. 8. Engagement 0 250 500 MTV had an average engagement score of 52 and a highest of 344.
  9. 9. Community Analysis MTV fans are mostly Young, Female and Attached. MTV fans are largely from United States followed by Mexico. Fan Demographics Distribution of Fans 13% 87% male female 0% 10% 20% 30% 40% 50% 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 2,000K 4,000K 6,000K 8,000K 10,000K United States Mexico India Brazil Indonesia Philippines Italy Argentina Colombia
  10. 10. 0 20 40 60 80 100 120 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Brand Posts Top keywords used Frequency new 256 Justin Bieber 231 one 208 via 144 Drake 128
  11. 11. 0% 100% Brand Participation Brand Non Participation 84% 6% 10% Posititve Negative Neutral Brand Posts - Engagement MTV responded to 6 conversations generated by the 6,474 Posts they published. MTV receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts
  12. 12. Most Engaging Brand Posts 18-NOV-15, WED 3:48PM Everything you know about Thanksgiving is wrong ft. Franchesca "Chescaleigh" Ramsey. ENGMT . LIKES COMMENTS SHARE S SENTIMENT 1,000 34,396 4,302 158,69 8 Positive 23-OCT-15, FRI 8:58AM This is not a drill. It's a Harry Potter sequel!!! 14-NOV-15, SAT 12:04PM MTV updated their profile picture. ENGMT . LIKES COMMENTSSHARESSENTIMENT 928 64,614 10,604 25,033 Positive ENGMT . LIKES COMMENTS SHARE S SENTIMENT 925 341,193 1,198 1,491 Positive NO IMAGE NO IMAGE NO IMAGE
  13. 13. Brand Posts - Analysis Brand Post Types Days of the week 0 1000 2000 3000 4000 5000 6000 7000 0 50 100 150 200 Links Videos Photos Plain Text Polls Number of Posts Engagement Score Engagement Score Number of Posts 0 200 400 600 800 1000 1200 0 20 40 60 80 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Number of Posts Engagement Score Engagement Score Number of Posts
  14. 14. Campaign Intel 0 5 10 15 0 20 40 60 Deadpool The Hunger Games: Mockingjay Part 2 Trans Awareness Week Number of Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 25 0 50 100 150 200 Deadpool The Hunger Games: Mockingjay Part 2 Trans Awareness Week Number of Posts Engagement Score Engagement Score Number of Posts
  15. 15. Analysis of MTV Twitter Account Oct 01, 2015 - Dec 31, 2015
  16. 16. Brand Overview FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY 13,262,562 289,371 2.23% United States MTV @MTV
  17. 17. Engagement Score 75 Total Proactive Tweets 2,826 Retweets Total 1,919 Replies Total 5,064 Favorites Total 1,796,044 Total Mention 87,942 Total Retweets 985,152 Response Rate (%) 5.39% Average Reply Time (mins) 13 BRAND TWEETS USER TWEETS Brand Overview
  18. 18. 12,800K 12,850K 12,900K 12,950K 13,000K 13,050K 13,100K 13,150K 13,200K 13,250K 13,300K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Follower Growth Total Followers 13,262,562 New Followers 289,371
  19. 19. 32K 32K 32K 32K 32K 32K 32K 32K 32K 32K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Followee Growth Total Followees 31,984 New Followees 48
  20. 20. Engagement 0 250 500 750 MTV had an average engagement score of 75 and a highest of 583.
  21. 21. 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 2826 1919
  22. 22. RT & favorite to vote @troyesivan for #EMA Artist On The Rise! See who's in the lead: https://t.co/.. 20-Oct-15, Tue 03:00PM ENGMT. FAV. REPLIES RETWEETS 999 32,942 1,540 32,243 Top Engaging Tweets Will I ever get over @JustinBieber + @Halsey's performance of #TheFeeling? (No.) https://t.co/nBDdh.. RT & favorite to vote @Halsey for #EMA Artist On The Rise! See who's in the lead: https://t.co/gHup.. 18-Nov-15, Wed 04:01PM ENGMT. FAV. REPLIES RETWEETS 998 40,842 632 26,989 20-Oct-15, Tue 03:00PM ENGMT. FAV. REPLIES RETWEETS 998 26,270 391 28,577 NO IMAGE NO IMAGE NO IMAGE
  23. 23. Posts with Hashtags engage the best. Those with Mentions are the most frequent 0 500 1000 1500 2000 2500 3000 0 10 20 30 40 50 60 70 80 90 100 Links Plain Text Hashtags Mentions Number of Posts Engagement Score Engagement Score Number of Tweets Brand Tweet Types
  24. 24. 0 100 200 300 400 500 600 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 #ema* #mtvema* #findingcarter* #amas* #mtvhomecoming* #teenwolf* #mtvbestof2015* #ultimatefanexperience* #starwars* #madeintheam* User Tweets about Hashtag Brand Tweets about Hashtag Brand tweets User Tweets Volume of Tweets with Hashtags
  25. 25. 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 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 ema mtvema findingcarter amas mtvhomecoming Spread of Hashtags by day
  26. 26. 0 100 200 300 400 500 600 700 800 #mtvbestof2015* #mtvhomecoming* #amas* #ultimatefanexperience* #teenwolf* #madeintheam* #mtvema* #ema* #findingcarter* #starwars* Engagement Score Hashtags - Engagement
  27. 27. Average Response Rate : 5.39% 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
  28. 28. Average Reply Time : 13 minutes 0 100 200 300 400 500 600 700 800 900 1000 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
  29. 29. Positive Negative Neutral Customer Service REPLY ANALYSIS REPLY SENTIMENT 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Request For Direct Message Request For Contact Request For View a Link Request For Email Brand Apology Plain Text
  30. 30. 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Replies Mentions Day of the week
  31. 31. 0 1000 2000 3000 4000 5000 6000 7000 8000 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
  32. 32. Total number of Retweets : 985,152 -10,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 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
  33. 33. Total number of Mentions: 87,942 -500 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
  34. 34. Influencers Name Followers Tweets Justin Bieber 76,891,652 2 Demi Lovato 34,765,922 2 One Direction 27,639,767 1 Miley Ray Cyrus 27,480,002 7 David Guetta 19,690,735 1 TOP 5 INFLUENCERS
  35. 35. 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
  36. 36. Thanks! PleasecontactusatNotJustNumbers@unmetric.comformoreinformation.

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