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UPS Social Media Analysis Q4 2015

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Take a deep dive in to UPS' social media efforts as they talk logistics and celebrate their workforce to create an engaging social media strategy.

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UPS Social Media Analysis Q4 2015

  1. 1. UPS on Social Media Oct 01 2015 - Dec 31 2015 Cover Image Courtesy of UPS FB
  2. 2. UPS: Social Media Report This report looks at how UPS 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 UPS Facebook Page Oct 01, 2015 - Dec 31, 2015
  5. 5. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 1,573,013 53,547 3.52% Worldwid e Mostly Older, Female and Attached. UPS
  6. 6. Engagement Score Total Fan Posts 790 8,804 Total Posts Brand Response Rate 95 59.76% Total Likes Avg. Reply Time 492,580 39 mins Total Comments General Sentiment 24,658 Neutral Total Shares 70,922 Most Engaging Content Type Corporate Social Responsibility Least Engaging Content Type Photo Most Prolific Content Type Others Most Engaging Campaign UPS Heroes BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS
  7. 7. 1,490K 1,500K 1,510K 1,520K 1,530K 1,540K 1,550K 1,560K 1,570K 1,580K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Fan Growth Total Fans 1,573,013 New Fans 53,547
  8. 8. Engagement 0 250 500 750 1,000 1,250 UPS had an average engagement score of 790 and a highest of 1000.
  9. 9. Community Analysis UPS fans are mostly Older, Female and Attached. UPS fans are largely from United States followed by Turkey. Fan Demographics Distribution of Fans 38% 62% 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 Turkey United Kingdom Mexico Pakistan India Germany Brazil France New Zealand
  10. 10. 0 1 1 2 2 3 3 4 4 5 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Brand Posts Top keywords used Frequenc y UPS 22 wish 18 story 12 F1 9 UPS driver 9
  11. 11. 83% 17% Brand Participation Brand Non Participation 96% 2% 2% Posititve Negative Neutral Brand Posts - Engagement UPS responded to 79 conversations generated by the 95 Posts they published. UPS receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts
  12. 12. Most Engaging Brand Posts 17-DEC-15, THU 11:16AM Last year, UPS made Carson a driver for a day. This year, his mom wished for more kids to have the s .. ENGMT . LIKES COMMENTS SHARES SENTIMENT 1,000 48,741 3,680 28,529 Positive 14-DEC-15, MON 4:02PM A day at the beach. A ride on the waves. UPS celebrates the Best Day Foundation for making these uni .. 20-NOV-15, FRI 1:30PM For years, James Birchfield struggled to leave his own home. Today, he can do so, assistance-free. L .. ENGMT . LIKES COMMENTS SHARES SENTIMENT 1,000 57,182 786 3,638 Positive ENGMT . LIKES COMMENTS SHARES SENTIMENT 1,000 82,800 1,637 4,045 Positive NO IMAGE NO IMAGE NO IMAGE
  13. 13. Brand Posts - Analysis Brand Post Types Days of the week 0 10 20 30 40 50 60 0 200 400 600 800 1,000 Videos Photos Plain Text Links Polls Number of Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 25 0 200 400 600 800 1,000 1,200 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Number of Posts Engagement Score Engagement Score Number of Posts
  14. 14. Top Keywords Used Frequenc y package 4531 delivery 2067 time 1963 today 1305 customer service 1128 User Posts 0 100 200 300 400 500 600 1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12- Nov 19- Nov 26- Nov 3-Dec 10- Dec 17- Dec 24- Dec 31- Dec Positive Neutral Negative
  15. 15. UPS responded to 5,261 conversations generated by the 8,804 Posts fans published. UPS appears to participate more when Fan conversations have greater negative vibes than positive. User Posts - Engagement Brand Responses Sentiment 60% 40% Brand Participation Brand Non Participation 25% 27% 48% Posititve Negative Neutral
  16. 16. Most of UPS posts were around 'Others', and posts around 'Corporate Social Responsibility' received the highest engagement. Content Intel 0 2 4 6 8 10 12 14 16 0 200 400 600 800 1000 1200 Brand News Fact Others Event Corporate Social… Photo Ad Campaigns Employee Stories Special Offer Like This Posts Question Contest Festival/Greetings Alert or FYI Facebook App Number of Posts Engagement Score Engagement Score Number of Posts
  17. 17. In UPS Posts about General Happenings, the category Festival/Greetings received the highest engagement. Content Intel About General Happenings 0 2 4 6 8 10 12 0 100 200 300 400 500 600 700 Social Media/Communication/Marketing Business Others Politics Local Events Sports Social Good/ Cause Related Leisure/Dining Question Entertainment Festival/Greetings Current Affairs Technology Number of Posts Engagement Score Engagement Score Number of Posts
  18. 18. Campaign Intel 0 1 2 3 4 5 6 7 8 9 0 100 200 300 400 500 600 700 #ValentinesDay 2016 #UnitedWeSolve #TEDatUPS Number of Posts Engagement Score Engagement Score Number of Posts Unmetric tracks and tags social media campaigns from UPS. The chart below is a selection of campaigns that have been tracked and are not restricted to the time period analyzed.
  19. 19. Analysis of UPS Twitter Account Oct 01, 2015 - Dec 31, 2015
  20. 20. Brand Overview FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY 146,636 8,321 6.02% Worldwide UPS @UPS
  21. 21. Engagement Score 190 Total Proactive Tweets 390 Retweets Total 116 Replies Total 254 Favorites Total 20,552 Total Mention 46,555 Total Retweets 8,401 Average Reply Time (mins) 1285 Most Engaging #WishesDelivered Most Recent #WishesDelivered BRAND TWEETS USER TWEETS Brand Overview BRAND CAMPAIGNS
  22. 22. 134K 136K 138K 140K 142K 144K 146K 148K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Follower Growth Total Followers 146,636 New Followers 8,321
  23. 23. 7K 7K 7K 7K 7K 8K 8K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Followee Growth Total Followees 7,685 New Followees 666
  24. 24. Engagement 0 250 500 750 1,000 1,250 UPS had an average engagement score of 190 and a highest of 990.
  25. 25. 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 390 116
  26. 26. Posts with Hashtags engage the best. Those with Mentions are the most frequent 0 50 100 150 200 250 300 350 400 450 0 50 100 150 200 250 300 Links Plain Text Hashtags Mentions Number of Posts Engagement Score Engagement Score Number of Tweets Brand Tweet Types
  27. 27. 0 50 100 150 200 250 300 350 0 1000 2000 3000 4000 5000 6000 #wishesdelivered* #ups* #ad* #tbt* #bantrophyhunting* #boycott* #tedatups* #f1* #unitedwesolve* #dumpalec* User Tweets about Hashtag Brand Tweets about Hashtag Brand tweets User Tweets Volume of Tweets with Hashtags
  28. 28. 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-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec wishesdelivered ups ad tbt bantrophyhunting Spread of Hashtags by day
  29. 29. 0 100 200 300 400 500 600 700 #boycott* #bantrophyhunting* #dumpalec* #unitedwesolve* #wishesdelivered* #ad* #f1* #tedatups* #ups* #tbt* Engagement Score Hashtags - Engagement
  30. 30. Positive Negative Neutral Customer Service REPLY ANALYSIS REPLY SENTIMENT 0 20 40 60 80 100 120 140 160 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 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 : 8,401 -500 0 500 1,000 1,500 2,000 2,500 3,000 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: 46,555 -200 0 200 400 600 800 1,000 1,200 1,400 1,600 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 solange knowles 2,268,627 1 Rubens Barrichello 2,178,924 4 Chris Sacca 1,677,040 1 Inc. 1,623,668 10 James McVey 1,553,370 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! PleasecontactusatNotJustNumbers@unmetric.comformoreinformation.

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