social media report - cold cuts july 2016

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?


1,000 133,316 2,341 17,028 Positive


1,000 31,709 4,405 2,415 Positive

http://www.facebook.com/138152319583085/posts/1141218179276489


















Most Engaging Brand Posts Applegate

14-JUL-16, THU 10:25AM

How are you celebrating

#NationalHotDogDay?


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: ..


1,000 11,768 170 722 Positive


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


Buddig

Boar's Head

Switch To Turkey

Farmland Foods


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


Buddig

Boar's Head

Switch To Turkey

Farmland Foods


BarSFoods

Applegate

Hillshire Farm

Butterball

Negative Neutral Positive

Sentiment Analysis

Boar's Head responded to the highest percentage of Fan posts (81.93%).

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90.0%

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% 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%



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%



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%



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


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.


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?


1,000 31,709 4,405 2,415 Positive


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


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


Top Keywords Used Frequency

Applegate 28

willy dog hot dog 17

products 11

organic 9

Foods 8

User Posts

0

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3

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7

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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%


45%

8%

47%






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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


743 82


15 82.93%


56,978 12 hrs, 2 mins


1,477 Neutral

Total Shares

4,243

Reach

5,186,142

Impressions

8,773,074


Brand Overview

788K

789K

790K

791K

792K

793K

794K

795K

796K

797K

798K


Fan Growth

Total Fans

797,361

New Fans

5,635

Engagement

0

250

500

750

1,000


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


Brand Posts


Boar’s Head 8

Head American Cheese 3

Boar 3

Maple Honey Turkey

Wrap

2

Natural Chicken Sausage 2

87%

13%



Boar's Head responded to 13 conversations generated by the 15 Posts they published.

Brand Responses


16-JUL-16, SAT 11:00AM

Rich and smooth Boar’s Head American

Cheese is perfect for #summer classics like

our All American Gr ..


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 ..


905 6,090 121 564 Positive


847 4,212 110 507 Positive






















0 2 4 6 8 10

0 200 400 600 800 1,000

Photos

Links

Plain Text

Videos

Polls

Number of Posts

Engagement Score


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



Boar 19

Boars Head 14

Head 9

Head products 8

meats 8

User Posts

0

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8

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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.



82%

18%


41%

11%

48%


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



408 9


56 55.56%


3,964 1 day, 10 hrs, 18 mins


227 Positive

Total Shares

1,579

Reach

360,402

Impressions

609,667


Brand Overview

64K

65K

65K

65K

65K

65K

66K

66K

66K

66K


Fan Growth

Total Fans

66,054

New Fans

1,018

Engagement

0

250

500

750

1,000

1,250


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


Brand Posts


Hormel125 26

fun 8

Hormel Foods 7

125th anniversary

celebration week

5

sales teams 5

4%

96%


67% 0%

33%



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


30-JUL-16, SAT 9:50AM

We had a great time celebrating

#Hormel125 last night! Check out the

highlights:


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 ..


964 228 10 210 Positive


922 188 19 153 Positive






















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


0 5 10 15

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Hormel 3

Hormel Foods 2

nothing 2

San Diego 1

case weather 1

User Posts

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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.



56%

44%


56%

11%

33%






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