social media habits of converse, adidas, victoria's secret, h&m & other top retail...
TRANSCRIPT
Social Media in the
Retail Industry
Apr 01, 2015 - Jun 30, 2015
Social Media
Habits of the
Retail Industry
in the US
April 01 – June 30, 2015
43%
That’s the percentage of online shoppers that use social
media as a research tool to make purchase decisions. *
With such a large set of shoppers spending time on social
networking sites, it makes the medium a great place for
advertisers.
Here are some stats and tactics to help your retail brand
stay ahead of competition using social media.
*Source: Nielsen
Inside this Report
• Largest brands in the retail industry
• Social network based performance audit
• Content analysis
o Top performing content by network
o Top performing content around an event
o Top performing sponsored content
• Campaign intelligence
• Business objectives achieved
• About Unmetric
Sign Up
Brand Responses
Unmetric is a social media analytics company that helps
brands and agencies make sense of their social media by
benchmarking against peers.
If you want to find out more
sign up for a free trial or get a 20 minute customized demo.
5 Largest Brands of the Retail industry by Fan Numbers
Brand Facebook Fans
Twitter Followers
YouTube Views
Pinterest Followers
Instagram Followers
Converse 37.4M 907.4K 24M - 2.2M
Victoria’s Secret
25.8M 7.2M 137.6M 244.4K 18.2M
Adidas Originals
25.3M 2.7M 78.8M 19.3K 6.2M
Zara 22.9M 911.5K 2.7M 142.4K 5.3M
H&M 22.8M 6.2< 42.4M 142.9K 8.3M
Social Network Based Performance Audit
(detailing a subsect of available metrics)
Facebook Twitter
Sentiment Analysis
Victoria's Secret received the highest percentage of Positive Sentiment (28.00%).
Mentions
@adidasoriginals was mentioned the most.
0% 20% 40% 60% 80% 100%
Victoria's Secret
ZARA
H & M
Converse
Adidas Originals
Negative Neutral Positive
74554
63025
38452
24211
21303
0 20000 40000 60000 80000
@adidasoriginals
@VictoriasSecret
@hm
@ZARA
@Converse
Mentions Count
YouTube Instagram
Video Duration
H&M created the longest Videos on average while Adidas made the shortest. Zara uploaded no new videos in the second quarter.
Hashtags
Victoria's Secret's #ownthesummer was the top performing hashtag in the second quarter.
469
179
55 48 0
0
100
200
300
400
500
H&M Converse Victoria's
Secret
adidas zara
Average Video Length (in secs)
853
821 818 792
761
700
750
800
850
900
#c
hu
ck
tay
lor
#o
wn
the
sum
me
r
#th
en
ew
est
an
ge
ls
#k
ick
oft
he
we
ek
#u
ltra
bo
ost
converse Victoria's
Secret
Victoria's
Secret
adidas adidas
Enaggement ScoreEngagement Score
Deconstructing the Content Strategy of the
Retail Industry
Unmetric tracks the content strategy of brands using a combination of algorithms and human cognizance. Our team of
analysts view and tag every content piece from a brand based on a customized set of keywords for each industry. This
helps break down the content strategy of brands and allows the reader to plan their own strategy to maximize reach
and engagement.
0 500 1000 1500 2000 2500 3000 3500 4000 4500
0 50 100 150 200 250
About the
Brand
About Retail
About
General
Happenings
Number of Posts
Engagement Score
Average Engagement Score (per Content Category) Total Number of Posts
Content Analysis
Though brands posted more about themselves, what fans really engaged with were posts that were about
general happenings – things like holidays or pop-culture references.
Post Types
To be more specific, questions urged them to participate more with brand content.
0 20 40 60 80 100 120 140 160 180 200
0 100 200 300 400 500 600
On Sports
Others
Entertainment
Festival/Greetings
Current Affairs
Question to fans
Number of Posts
Engagement Score
Engagement Score Number of Posts
This means that a brand could improve engagement by including more questions or posts that explicitly
encourage participation in their content strategy.
Top Performing Content By Social Network
Puma Football
Wednesday, April 8
Both can be fast. But only one can win. Falcao and Sergio
Aguero are ready to go #HeadtoHead.
Engagement Score Likes Comments Shares Sentiment
1,000
87,7542
2,048
26,158
Positive
Calvin Klein
Wednesday, June 10
Engagement Score Favorites Replies Retweets
1,000
48,803
340
41,567
Top Performing Content By Social Network
YouTube
Mega Blocks
Friday, Jun19
New from the Minions movie, build and collect Minions
from every era to build your loyal following. No two
Minions are the same!
Views Comments Likes
475,162 10 65
Express Runaway
Monday, April 20
Ready to be a star? You will be if you win our #PitchPerfect2 #EXPsweeps. Tag a friend
in a comment below and you’ll be entered for chance to win a trip to #LA for the May 8
movie premiere and get a style makeover by #PitchPerfect costume designer,
@SalvadorPerezCostumes. Get to tagging! 👯 NO PURCHASE NECESSARY.
SWEEPSTAKES BEGINS AT 10:00 AM ON APRIL 14, 2015 AND ENDS AT 11:59 AM ON
APRIL 27, 2015. LEGAL U.S. & CANADIAN RESIDENTS (EXCLUDING QUEBEC) 18+,
VOID WHERE PROHIBITED. ODDS OF WINNING DEPENDENT ON NUMBER OF ELIGIBLE
ENTRIES RECEIVED. SEE OFFICIAL RULES: http://po.st/PP2Rules
Engagement Score Favorites Comments
1,000 5,165 9,487
Top Performing Content Around An Event
Jordan
Sunday, May 10
Happy Mother’s Day
Wrangler Western
Sunday, May 10
Happy #MothersDay! #LongLiveCowboys
We found these posts using Unmetric’s Inspire. Inspire is a one of it’s kind search engine that helps find top performing content
around specific keywords. It is customizable to industry, geography or even a group of brands.
Engagement
Score Likes Comments Shares Sentiment
1,000
18,496
232
6,612
Positive
Engagement
Score Likes Comments Shares Sentiment
987
113.0686
397
2,559
Positive
Mother’s Day On Facebook
Top Performing Content Around An Event
1-800-FLOWERS.COM
Tuesday, April 28
Fisher-Price
Sunday, May 10
Unmetric has the ability to detect Twitter Ads. With the little blue “Ads” icon we can identify and bring to light content that was
promoted. You can get this information in-app for all the brands you monitor.
Engagement Score Favorites Replies Retweets
1,000 659 12 566
Engagement Score Favorites Replies Retweets
957 177 17 123
Mother’s Day On Twitter
Top Performing Sponsored Content
Nike
Monday, April 6
Don’t just dream. #justdoit
Engagement
Score Likes Comments Shares Sentiment
1,000
76,114
2,965
45,747
Positive
Gap
Wednesday, May 13
Just in time for summer temps! Get 30% off all shorts.
Here's the details: http://gap.us/30AllS
Under Armour
Sunday, June 21
From the first “get up.”
From the first “don’t stop.”
From the first “great job.”
There from the start. #HappyFathersDay
Engagement
Score Likes Comments Shares Sentiment
1,000
25,221
122
241
Positive
Engagement
Score Likes Comments Shares Sentiment
1,000
20,924
97
1,008
Positive
Through Unmetric's Paid Post Detection we found these posts to be sponsored. Our data science efforts can follow the
money trail and give you a breakdown of a brand’s paid efforts versus their organic efforts in the form of a detailed report.
Campaign Intelligence
Campaigns from The Little Tikes Company performed best in the retail industry. While Friday Funny was a
recurring pillar content type campaign, the Jeep Wrangler bed giveaway was a contest inviting community
participation.
0 2 4 6 8 10 12 14 16 18
0 200 400 600 800 1000 1200
90-Day Better For It Challenge by Nike
Women
#SC30MVP by Under Armour Basketball
#AgeofUltron by Under Armour
Friday Funny by The Little Tikes Company
The Jeep Wrangler Bed Giveaway by The
Little Tikes Company
Number of Posts
Engagement Score
Engagement Score Number of Posts
Inside The Campaign
Friday Funny by The Little Tikes Company
Friday, May 1
It can be so hard to finish chores when our Tikes get
involved. Can you relate? #FridayFunny
Engagement
Score Likes Comments Shares Sentiment
1,000
3,078
62
1,468
Positive
Friday, May 8
Don’t wake the baby! How often did you feel this way?
#FridayFunny
Friday, May 15
Ask the kids to clean their room, instead they end up
playing… How many times does this happen at your
house? #FridayFunny
Engagement
Score Likes Comments Shares Sentiment
1,000
2,507
87
1,148
Positive
Engagement
Score Likes Comments Shares Sentiment
1,000
3,960
97
5,429
Positive
Inside The Campaign
90-Day Better For It Challenge by Nike Women
Monday, April 13
Don’t let you stop you. #betterforit gonike.me/bfiitfb
Engagement
Score Likes Comments Shares Sentiment
1,000
188,064
5,285
46,140
Positive
Thursday, April 16
Get the tools and gear you need to turn “I can’t” into “I did”
at http://gonike.me/618847z8. #betterforit
Engagement
Score Likes Comments Shares Sentiment
886
31,920
115
104
Positive
The brand posted about the campaign over 17 times on Facebook and 27 times on Twitter. The campaign gave them great
engagement and the hashtag #betterforit was used over 16,000 times.
Achieving Business Objectives Through Social Media
One of the biggest challenges companies report about investing in social media is showing ROI.
While the challenge becomes easiest in the retail industry thanks to online shopping, don’t forget to report
correlations if you can’t prove causation.
For example, post Nike’s campaign, net income increased 23% which translates to $665 million. By
dissecting internal data further, a brand should be able to pin point what percentage of growth could’ve
been encouraged through social marketing.
Sign Up
Brand Responses
Unmetric is a social media analytics company that helps
brands and agencies make sense of their social media by
benchmarking against peers.
If you want to find out more
sign up for a free trial or get a 20 minute customized demo.
