hewlett-packard social media analysis q4 2015

Hewlett-Packard

on Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of HP FB

HP: Social Media Report

This report looks at how

HPperformed on social media between

October 1st – December 31st, 2015

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Analysis of

HPFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

3,794,259 46,475 1.24% WorldwideMostly Young, Female and

Single

HP

Engagement Score Total Fan Posts

152 3,480

Total Posts Brand Response Rate

170 56.35%

Total Likes Avg. Reply Time

188,778 11 hrs, 43 mins

Total Comments General Sentiment

7,364 Neutral

Total Shares

28,561

Most Engaging Content Type

Others

Least Engaging Content Type

Customer Stories

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

3,720K

3,730K

3,740K

3,750K

3,760K

3,770K

3,780K

3,790K

3,800K

1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec

Fan Growth

Total Fans

3,794,259

New Fans

46,475

Engagement

0

250

500

750

1,000

1,250

HP had an average engagement score of 152 and a highest of 997.

Community Analysis

HP fans are mostly Young, Female and Single HP fans are largely from United States followed by India.

Fan Demographics Distribution of Fans

45%

55%

male female

0% 10% 20% 30% 40%

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 200K 400K 600K 800K 1,000K 1,200K

United States

India

Mexico

Egypt

Pakistan

Bangladesh

Brazil

Philippines

Indonesia

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

HP 22

Star Wars 22

gomakethings 17

Reinvent 16

www 13

54%

46%

Brand Participation Brand Non Participation

82%

6%

12%

Posititve Negative Neutral

Brand Posts - Engagement

HP responded to 91 conversations generated by the 170 Posts they published.

HP receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

10-NOV-15, TUE 1:07PM

Reinvent romance with R2-D2. #KeepReinventing www.hp.com/starwars

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 33,963 1,671 17,113Positive

03-NOV-15, TUE 5:30PM

The force is strong at HP! Thrilled to be collaborating with Star Wars #TheForceAwakens. Follow us t ..

29-DEC-15, TUE 3:00PM

STAR WARS CHALLENGE: Fill in the blank! #AwakenYourForce by finishing the sentence in the comments.

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

930 27,394 252 1,982 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

884 24,748 960 994 Positive

NO IMAGE

NO IMAGE

NO IMAGE

http://www.facebook.com/191187460289/posts/10156175679055290



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100 120

0 50 100 150 200 250 300 350

Videos

Photos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25 30

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

time 510

problem 414

days 371

year 358

product 325

User Posts

0

10

20

30

40

50

60

70

80

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

HP responded to 1,961 conversations generated by the 3,480 Posts fans published.

HP 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

28%

18%

54%

Posititve Negative Neutral

Most of HP posts were around 'Product Features/Updates', and posts around 'Others' received the highest engagement.

Content Intel

0 5 10 15 20 25 30 35 40 45 50

0 50 100 150 200 250 300 350 400 450 500

Brand News

Others

Event

Product Features/Updates

Corporate Social…

Product/Software Release

Ad Campaigns

Customer Stories

Photos

Question

Promotions/Offers

Contest

Facebook App

Like This/Engagement…

Number of Posts

Engagement Score


In HP Posts about Consumer Electronics, Fact posts received the highest engagement.

In HP Posts about General Happenings, the category Question received the highest engagement.

Content Intel

About Consumer Electronics About General Happenings

0 5 10 15

0 10 20 30 40

Fact

Others

Advice/Tips

Technology News

Events in the…

Question to fans

Like…

Number of Posts

Engagement Score


0 1 2 3 4 5

0 200 400 600 800

On Social Media

On Sports

Others

Question

Entertainment

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10 12 14 16

0 100 200 300 400 500 600 700 800 900

#EngineeredbyHP

#NeverRunOut

#TheForceAwakens

Number of Posts

Engagement Score


This is the performance of a selection of HP campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

HPTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

975,522 29,454 3.11% Worldwide

HP@HP

Engagement Score

65

Total Proactive Tweets

228

Retweets Total

24

Replies Total

467

Favorites Total

13,140

Total Mention

22,007

Total Retweets

5,363

Response Rate (%)

1.26%

Average Reply Time (mins)

1028

Most Engaging

#HPSpecialEdition

Most Recent

#TheForceAwakens

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

935K

940K

945K

950K

955K

960K

965K

970K

975K

980K

12-Oct 26-Oct 9-Nov 23-Nov 7-Dec 21-Dec

Follower Growth

Total Followers

975,522

New Followers

29,454

3K

3K

3K

3K

3K

3K

3K

3K

12-Oct 26-Oct 9-Nov 23-Nov 7-Dec 21-Dec

Followee Growth

Total Followees

2,583

New Followees

1

Engagement

0

250

500

HP had an average engagement score of 65 and a highest of 282.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

228 24

Reinvent romance with R2-D2. https://t.co/Bo08Kls4wm

#KeepReinventing

https://t.co/BM1P1f1CqG

10-Nov-15, Tue 03:19PM

ENGMT. FAV. REPLIES RETWEETS

603 1,073 26 445

Top Engaging Tweets

The force is strong at HP! We're teaming up w/ Star Wars

#TheForceAwakens. https://t.co/Bo08KlatEO ..

We challenged @DJSnake to reinvent the music of Star Wars.

#AwakenYourForce https://t.co/88mCmQt2MZ..

03-Nov-15, Tue 06:13PM


479 976 28 287

12-Nov-15, Thu 12:00PM


435 705 24 267

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/HP/status/664175521350094848



Posts with Hashtags engage the best. Those with Mentions are the most frequent

0 50 100 150 200 250

0 10 20 30 40 50 60 70 80

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25 30 35 40 45

0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000

#hp*

#ad*

#startup*

#unboxing*

#laptop*

#envy*

#awakenyourforce*

#hpwalmart*

#starwars*

#keepreinventing*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

1000

2000

3000

4000

5000

6000

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

hp ad startup unboxing laptop

Spread of Hashtags by day

0 20 40 60 80 100 120 140

#hp*

#hpwalmart*

#unboxing*

#envy*

#keepreinventing*

#laptop*

#ad*

#awakenyourforce*

#startup*

#starwars*

Engagement Score

Hashtags - Engagement

Average Response Rate : 1.26%

0

200

400

600

800

1000

1200

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 : 17 hours 8 minutes

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

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

50

100

150

200

250

300

350

400

450

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

7000

8000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

3000

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 : 5,363

-100

0

100

200

300

400

500

600

700

12-Oct 17-Oct 22-Oct 27-Oct 1-Nov 6-Nov 11-Nov 16-Nov 21-Nov 26-Nov 1-Dec 6-Dec 11-Dec 16-Dec 21-Dec 26-Dec 31-Dec

Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 22,007

-100

0

100

200

300

400

500

600

700

800

900

12-Oct 17-Oct 22-Oct 27-Oct 1-Nov 6-Nov 11-Nov 16-Nov 21-Nov 26-Nov 1-Dec 6-Dec 11-Dec 16-Dec 21-Dec 26-Dec 31-Dec

Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Windows 5,827,269 6

Intel 4,486,420 4

GMA News 4,209,542 1

kerry washington 3,852,830 1

WWD 2,853,181 5

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

Create Your FreeSocial Media Report Now



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