social media report - cold cuts july 2016
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Top Cold Cuts Brands on Social Media
July 1st – July 31st 2016
Cold Cuts Brands: Social Media Report
This Report looks at how
Cold Cuts Brands performed on Social Media between
July 1st – July 31st, 2016
Comparison of
“Cold Cuts" Facebook Pages
Jul 01, 2016 - Jul 31, 2016
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Applegate had the largest fan base of 1,354,562 while Dietz & Watson showed the highest fan growth of 5.84%.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
0K 200K 400K 600K 800K 1,000K 1,200K 1,400K 1,600K
Gro
wth
%
Number of Fans
Dietz & Watson Oscar Mayer Tyson Chicken Nuggets Buddig
Boar's Head Switch To Turkey Farmland Foods Hormel Foods Recipes
BarSFoods Applegate Hillshire Farm Butterball
Fans
94%
95%
96%
97%
98%
99%
100%
Buddig Tyson
Chicken
Nuggets
Oscar Mayer BarSFoods Hormel
Foods
Recipes
Farmland
Foods
Boar's Head Hillshire
Farm
Switch To
Turkey
Applegate Butterball Dietz &
Watson
United States Countries < 2% Other Countries
Fans - Geography
Dietz & Watson had the highest PTAT of 13.70% as a percentage of its average number of Fans during this time period.
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
0K 200K 400K 600K 800K 1,000K 1,200K 1,400K 1,600K
Pe
op
le t
alk
ing a
bo
ut (a
s %
of
Fa
ns)
Average Number of Fans
Oscar Mayer Dietz & Watson Buddig Tyson Chicken Nuggets Switch To Turkey Boar's Head
Farmland Foods Hormel Foods Recipes Applegate BarSFoods Hillshire Farm Butterball
Conversations
Hormel Foods Recipes published the greatest number of posts (56). Farmland Foods had the highest average engagement,
with a score of 997.
0 10 20 30 40 50 60
0 200 400 600 800 1000 1200
Dietz & Watson
Oscar Mayer
Tyson Chicken …
Buddig
Boar's Head
Switch To …
Farmland Foods
Hormel Foods …
BarSFoods
Applegate
Hillshire Farm
Butterball
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts
Applegate received the most number of Likes (336,348), Comments (16,962) and Shares (39,366).
0K 50K 100K 150K 200K 250K 300K 350K 400K
Oscar Mayer
Dietz & Watson
Buddig
Tyson Chicken Nuggets
Switch To Turkey
Boar's Head
Farmland Foods
Hormel Foods Recipes
Applegate
BarSFoods
Hillshire Farm
Butterball
Likes Comments Shares
Engagement Breakdown
Most Engaging Brand Posts Hormel Foods Recipes
30-JUL-16, SAT 9:50AM
We had a great time celebrating
#Hormel125 last night! Check out the
highlights:
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 579 54 635 Positive
Applegate
28-JUL-16, THU 10:44AM
Applegate added a new photo.
Applegate
26-JUL-16, TUE 10:55AM
What's your favorite hot dog topping?
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 133,316 2,341 17,028 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 31,709 4,405 2,415 Positive
Most Engaging Brand Posts Applegate
14-JUL-16, THU 10:25AM
How are you celebrating
#NationalHotDogDay?
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 25,725 1,425 3,216 Positive
Dietz & Watson
13-JUL-16, WED 6:00PM
Our Buffalo Chicken, Havarti & Chipotle
Panini is a hot & smoky flavor
combination that's hard to be ..
Applegate
07-JUL-16, THU 10:09AM
Top your hot dog with green chile, red
onions, jalapeños, and sour cream for a
Denver-inspired dog: ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 11,768 170 722 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 37,159 2,123 3,729 Positive
Buddig's Facebook Page saw the highest number of Fan posts (114).
0 20 40 60 80 100 120
Dietz & Watson
Oscar Mayer
Tyson Chicken Nuggets
Buddig
Boar's Head
Switch To Turkey
Farmland Foods
Hormel Foods Recipes
BarSFoods
Applegate
Hillshire Farm
Butterball
Number of Fan Posts
Fan Posts
Butterball received the highest percentage of Positive Sentiment (67.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Dietz & Watson
Oscar Mayer
Tyson Chicken Nuggets
Buddig
Boar's Head
Switch To Turkey
Farmland Foods
Hormel Foods Recipes
BarSFoods
Applegate
Hillshire Farm
Butterball
Negative Neutral Positive
Sentiment Analysis
Boar's Head responded to the highest percentage of Fan posts (81.93%).
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
0 2000 4000 6000 8000 10000 12000 14000 16000
% o
f F
an
Po
sts
Bra
nd
Re
sp
on
de
d t
o
Average Response Time (mins)
Dietz & Watson Oscar Mayer Tyson Chicken Nuggets Buddig Boar's Head Switch To Turkey
Farmland Foods Hormel Foods Recipes BarSFoods Applegate Hillshire Farm Butterball
Brand Responses
Hormel Foods Recipes published the most with 56 posts.
27%
4%
3%
3%
3% 12% 9%
4%
7%
9%
8%
11%
Hormel Foods Recipes BarSFoods Farmland Foods Tyson Chicken Nuggets Oscar Mayer Buddig
Butterball Hillshire Farm Boar's Head Applegate Dietz & Watson Switch To Turkey
Share Of Voice – Volume of Posts
Applegate received the largest volume of Likes (336,348).
1% 1%
4%
0% 0%
0%
6% 3%
11%
65%
5% 4%
Hormel Foods Recipes BarSFoods Farmland Foods Tyson Chicken Nuggets Oscar Mayer Buddig
Butterball Hillshire Farm Boar's Head Applegate Dietz & Watson Switch To Turkey
Share Of Voice – Likes
Applegate received the largest volume of Comments (16,962).
1%
6% 3% 1%
1%
3% 3%
2%
6%
71%
2% 1%
Hormel Foods Recipes BarSFoods Farmland Foods Tyson Chicken Nuggets Oscar Mayer Buddig
Butterball Hillshire Farm Boar's Head Applegate Dietz & Watson Switch To Turkey
Share Of Voice – Comments
Applegate received the largest volume of Shares (39,366).
3% 3% 3%
0%
1% 1%
12%
2%
7%
62%
3%
3%
Hormel Foods Recipes BarSFoods Farmland Foods Tyson Chicken Nuggets Oscar Mayer Buddig
Butterball Hillshire Farm Boar's Head Applegate Dietz & Watson Switch To Turkey
Share Of Voice – Shares
Boar's Head had the most Promoted Posts, while Hormel Foods had the most Organic Posts.
Promoted/Organic: Volume of Brand Posts
Applegate's Promoted Posts had the highest engagement, while Hillshire Farm had the highest engaging Organic Posts.
Promoted/Organic: Engagement
Boar's Head published the highest number of Promoted Posts and saw the biggest surge in engagement.
Promoted/Organic: Effect on Engagement
During this time period, Smoked Sausage Shortcut Sweepstakes was the most engaging run by Hillshire Farm. Hillshire Farm
published the most (5) in its Smoked Sausage Shortcut Sweepstakes campaign.
0 1 2 3 4 5 6
0 200 400 600 800 1000 1200
National Hot Dog Day(Dietz & Watson)
LIFE.LOVE.BACON(Farmland Foods)
Smoked Sausage Shortcut
Sweepstakes(Hillshire Farm)
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison
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Analysis of
Applegate Facebook Page
Jul 01, 2016 - Jul 31, 2016
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,354,562 14,026 1.05% United
States
Mostly Older, Female and
Attached.
Applegate
Engagement Score Total Fan Posts
996 71
Total Posts Brand Response Rate
18 40.85%
Total Likes Avg. Reply Time
336,346 1 day, 3 hrs, 43 mins
Total Comments General Sentiment
16,963 Neutral
Total Shares
39,368
Reach
24,798,800
Impressions
41,950,590
BRAND POSTS FAN POSTS
Brand Overview
1,330K
1,335K
1,340K
1,345K
1,350K
1,355K
1,360K
30-Jun 7-Jul 14-Jul 21-Jul 28-Jul
Fan Growth
Total Fans
1,354,562
New Fans
14,026
Engagement
0
250
500
750
1,000
1,250
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Applegate had an average engagement score of 996 and a highest of 1000.
Community Analysis
Applegate fans are mostly Older, Female and Attached. Applegate fans are largely from United States followed by Mexico.
Fan Demographics Distribution of Fans
18%
82%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K
United States
Mexico
Puerto Rico
India
Canada
Pakistan
Bangladesh
United Kingdom
Philippines
New Zealand
0
1
1
2
2
3
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
National Hot Dog Month 6
Denver-inspired dog
http://applegate.com/re
cipes/denver-dog
2
favorite way 2
CleanerWiener 2
Applegate 2
78%
22%
Brand Participation Brand Non Participation
94%
0%
6%
Posititve Negative Neutral
Brand Posts - Engagement
Applegate responded to 14 conversations generated by the 18
Posts they published.
Applegate receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
28-JUL-16, THU 10:44AM
Applegate added a new photo.
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 133,314 2,341 17,030 Positive
26-JUL-16, TUE 10:55AM
What's your favorite hot dog topping?
14-JUL-16, THU 10:25AM
How are you celebrating
#NationalHotDogDay?
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 31,709 4,405 2,415 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 25,725 1,425 3,216 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 2 4 6 8 10 12
0 200 400 600 800 1,000 1,200
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5 6
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
Top Keywords Used Frequency
Applegate 28
willy dog hot dog 17
products 11
organic 9
Foods 8
User Posts
0
1
2
3
4
5
6
7
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ul
2-J
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Positive Neutral Negative
Applegate responded to 29 conversations generated by the 71
Posts fans published.
Applegate appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
41%
59%
Brand Participation Brand Non Participation
45%
8%
47%
Posititve Negative Neutral
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Analysis of
Boar's Head Facebook Page
Jul 01, 2016 - Jul 31, 2016
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
797,361 5,635 .71% United
States
Mostly Older, Female and
Attached.
Boar's Head
Engagement Score Total Fan Posts
743 82
Total Posts Brand Response Rate
15 82.93%
Total Likes Avg. Reply Time
56,978 12 hrs, 2 mins
Total Comments General Sentiment
1,477 Neutral
Total Shares
4,243
Reach
5,186,142
Impressions
8,773,074
BRAND POSTS FAN POSTS
Brand Overview
788K
789K
790K
791K
792K
793K
794K
795K
796K
797K
798K
30-Jun 7-Jul 14-Jul 21-Jul 28-Jul
Fan Growth
Total Fans
797,361
New Fans
5,635
Engagement
0
250
500
750
1,000
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Boar's Head had an average engagement score of 743 and a highest of 914.
Community Analysis
Boar's Head fans are mostly Older, Female and Attached. Boar's Head fans are largely from United States followed by Puerto
Rico.
Fan Demographics Distribution of Fans
37%
63%
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 200K 400K 600K 800K 1,000K
United States
Puerto Rico
Mexico
Canada
United Kingdom
Germany
India
Myanmar
Philippines
Georgia
0
1
1
2
2
3
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
Boar’s Head 8
Head American Cheese 3
Boar 3
Maple Honey Turkey
Wrap
2
Natural Chicken Sausage 2
87%
13%
Brand Participation Brand Non Participation
Brand Posts - Engagement
Boar's Head responded to 13 conversations generated by the 15 Posts they published.
Brand Responses
Most Engaging Brand Posts
16-JUL-16, SAT 11:00AM
Rich and smooth Boar’s Head American
Cheese is perfect for #summer classics like
our All American Gr ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
914 7,892 173 412 Positive
17-JUL-16, SUN 3:00PM
Spice blends tastefully with #tradition in our
#new Blazing Buffalo Chicken Sausage Cobb
Salad.
03-JUL-16, SUN 11:00AM
In honor of #NationalPicnicMonth, Boar’s
Head presents #picnic perfection: Maple
Honey Turkey & Cran ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
905 6,090 121 564 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
847 4,212 110 507 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 2 4 6 8 10
0 200 400 600 800 1,000
Photos
Links
Plain Text
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Boar 19
Boars Head 14
Head 9
Head products 8
meats 8
User Posts
0
1
2
3
4
5
6
7
8
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2-J
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Positive Neutral Negative
Boar's Head responded to 68 conversations generated by the 83
Posts fans published.
Boar's Head appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
82%
18%
Brand Participation Brand Non Participation
41%
11%
48%
Posititve Negative Neutral
Analysis of
Hormel Foods Recipes Facebook Page
Jul 01, 2016 - Jul 31, 2016
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
66,054 1,018 1.57% United
States
Hormel Foods Recipes
Engagement Score Total Fan Posts
408 9
Total Posts Brand Response Rate
56 55.56%
Total Likes Avg. Reply Time
3,964 1 day, 10 hrs, 18 mins
Total Comments General Sentiment
227 Positive
Total Shares
1,579
Reach
360,402
Impressions
609,667
BRAND POSTS FAN POSTS
Brand Overview
64K
65K
65K
65K
65K
65K
66K
66K
66K
66K
30-Jun 7-Jul 14-Jul 21-Jul 28-Jul
Fan Growth
Total Fans
66,054
New Fans
1,018
Engagement
0
250
500
750
1,000
1,250
1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul
Hormel Foods Recipes had an average engagement score of 408 and a highest of 978.
Community Analysis
Hormel Foods Recipes fans are largely from United States followed by Puerto Rico.
Distribution of Fans
0K 10K 20K 30K 40K 50K 60K 70K
United States
Puerto Rico
Philippines
Canada
Mexico
India
United Kingdom
Macedonia
Australia
0
2
4
6
8
10
12
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul
Brand Posts
Top keywords used Frequency
Hormel125 26
fun 8
Hormel Foods 7
125th anniversary
celebration week
5
sales teams 5
4%
96%
Brand Participation Brand Non Participation
67% 0%
33%
Posititve Negative Neutral
Brand Posts - Engagement
Hormel Foods Recipes responded to 2 conversations generated by
the 56 Posts they published.
Hormel Foods Recipes receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
30-JUL-16, SAT 9:50AM
We had a great time celebrating
#Hormel125 last night! Check out the
highlights:
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 579 54 635 Positive
28-JUL-16, THU 5:25PM
Today we introduced our new purpose for
the next 125 years. #Hormel125
24-JUL-16, SUN 7:50PM
Our team at the Flagship Plant in Austin,
Minn., opened up the plant for a special
tour for the fami ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
964 228 10 210 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
922 188 19 153 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30 35
0 200 400 600 800 1,000
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Hormel 3
Hormel Foods 2
nothing 2
San Diego 1
case weather 1
User Posts
0
1
1
2
2
3
1-J
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Positive Neutral Negative
Hormel Foods Recipes responded to 5 conversations generated by
the 9 Posts fans published.
Hormel Foods Recipes appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
56%
44%
Brand Participation Brand Non Participation
56%
11%
33%
Posititve Negative Neutral
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