Post on 12-Apr-2017
transcript
Nikeon Social MediaOct 01 2015 - Dec 31 2015
Cover Image Courtesy of Nike FB
Nike: Social Media Report
This report looks at how
Nikeperformed on social media between
October 1st – December 31st, 2015
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Analysis of
NikeFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
23,537,082 428,011 1.85% WorldwideMostly Young, Female and
Attached.
Nike
Engagement Score
984
Total Posts
5
Total Likes
240,579
Total Comments
15,323
Total Shares
129,993
Most Engaging Content Type
Others
BRAND POSTS
Brand Overview
CONTENT & CAMPAIGNS
22,800K
22,900K
23,000K
23,100K
23,200K
23,300K
23,400K
23,500K
23,600K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
23,537,082
New Fans
428,011
Engagement
0
250
500
750
1,000
1,250
Nike had an average engagement score of 984 and a highest of 1000.
Community Analysis
Nike fans are mostly Young, Female and Attached. Nike fans are largely from United States followed by Mexico.
Fan Demographics Distribution of Fans
44%
56%
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 1,000K 2,000K 3,000K 4,000K
United States
Mexico
Brazil
India
Philippines
Argentina
Turkey
Poland
Germany
0
0
0
1
1
1
1
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
video 3
Nike 2
vidas 1
Parkinson 1
jugar contra 1
Most Engaging Brand Posts
29-OCT-15, THU 2:00PM
Roads are closed. School is cancelled. #getouthere
Gear up at Nike.com/getouthere
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 197,696 11,813 127,99
2
Positive
24-OCT-15, SAT 10:00AM
Van a jugar contra algo más fuerte que ellos mismos.
Van a jugar contra la presión.
Van a jugar e ..
21-OCT-15, WED 5:48PM
Nike shared The Michael J. Fox Foundation for Parkinson's Research's video.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
395 15,465 782 1,984 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
337 23,169 1,760 15 Positive
NO IMAGE NO IMAGE NO IMAGE
Campaign Intel
0 1 2 3 4
0 200 400 600 800 1000 1200
#LunarEpic
Tech Pack collection
Risk everything
Number of Posts
Engagement Score
Engagement Score Number of Posts
Analysis of
NikeTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
5,668,772 210,682 3.86% Worldwide
Nike@Nike
Engagement Score
944
Total Proactive Tweets
13
Retweets Total
12
Replies Total
847
Favorites Total
99,067
Total Mention
105,872
Total Retweets
83,888
Response Rate (%)
0.78%
Average Reply Time (mins)
402
Most Engaging
#GetOuThere
Most Recent
#GetOuThere
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS
5,350K
5,400K
5,450K
5,500K
5,550K
5,600K
5,650K
5,700K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
5,668,772
New Followers
210,682
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
156
New Followees
-1
Engagement
0
250
500
750
1,000
1,250
Nike had an average engagement score of 944 and a highest of 1,000.
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
13 12
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 2 4 6 8 10 12
0 200 400 600 800 1000 1200
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
0 2 4 6 8 10 12 14 16
0 5000 10000 15000 20000 25000 30000 35000 40000
#getouthere*
#corymachado*
#machado*
#billiondollarbrand*
#antober*
#justdoit*
#nike*
#backtothefuture*
#2kyrie2*
#nba2k16*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
5000
10000
15000
20000
25000
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
getouthere corymachado machado billiondollarbrand antober
Spread of Hashtags by day
Average Response Rate : 0.78%
0
2000
4000
6000
8000
10000
12000
1-O
ct
3-O
ct
5-O
ct
7-O
ct
9-O
ct
11-O
ct
13-O
ct
15-O
ct
17-O
ct
19-O
ct
21-O
ct
23-O
ct
25-O
ct
27-O
ct
29-O
ct
31-O
ct
2-N
ov
4-N
ov
6-N
ov
8-N
ov
10-N
ov
12-N
ov
14-N
ov
16-N
ov
18-N
ov
20-N
ov
22-N
ov
24-N
ov
26-N
ov
28-N
ov
30-N
ov
2-D
ec
4-D
ec
6-D
ec
8-D
ec
10-D
ec
12-D
ec
14-D
ec
16-D
ec
18-D
ec
20-D
ec
22-D
ec
24-D
ec
26-D
ec
28-D
ec
30-D
ec
Men
tio
ns a
nd
Rep
lies
Replies Mentions
Customer Service
Average Reply Time : 6 hours 42 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
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
100
200
300
400
500
600
700
800
900
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
5000
10000
15000
20000
25000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
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
Total number of Retweets : 83,888
-10,000
0
10,000
20,000
30,000
40,000
50,000
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
Total number of Mentions: 105,872
-2,000
0
2,000
4,000
6,000
8,000
10,000
12,000
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
Influencers
Name Followers Tweets
Kevin Hart 26,699,381 4
CNN 23,796,060 2
CNN en Español 12,472,893 1
Wall Street Journal 10,285,722 1
Mashable 6,829,207 1
TOP 5 INFLUENCERS
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