social media report - grilling meats and condiments brands april 2016

Top Grilling Meats and Condiments Brands on Social Media

April 1st – April 30th , 2016

Grilling Meats and Condiments Brands: Social Media Report

This Report looks at how

Grilling Meats and Condiments performed on Social Media between

April 1st – April 30th, 2016

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Comparison of

Grilling Meats and Condiments’

Facebook Pages

Apr 01, 2016 - Apr 30, 2016

Hellmann's had the largest fan base of 5,666,887 while Johnsonville New showed the highest fan growth of 0.59%.

-0.2%

-0.1%

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K

Gro

wth

%

Number of Fans

French's Heinz Ketchup Frank's RedHot Hellmann's Hormel Foods Recipes Johnsonville New Ball Park Franks

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hellmann's Hormel Foods

Recipes

Frank's RedHot Heinz Ketchup Johnsonville New French's Ball Park Franks

United States Countries < 2% Canada Argentina Brazil Other Countries Chile United States

Fans - Geography

Johnsonville New had the highest PTAT of 1.81% as a percentage of its average number of Fans during this time period.

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

2.0%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K

Pe

op

le t

alk

ing a

bo

ut (a

s %

of

Fa

ns)

Average Number of Fans

French's Heinz Ketchup Frank's RedHot Hellmann's Johnsonville New Hormel Foods Recipes Ball Park Franks

Conversations

Johnsonville New published the greatest number of posts (35). Heinz Ketchup had the highest average engagement, with a

score of 884.

0 5 10 15 20 25 30 35 40

0 100 200 300 400 500 600 700 800 900 1000

French's

Heinz Ketchup

Frank's RedHot

Hormel Foods

Recipes

Johnsonville

New

Ball Park

Franks

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Johnsonville New received the most number of Likes (57,188), Heinz Ketchup got the most number of Comments (4,195) and

Heinz Ketchup had the most number of Shares (8,890).

0K 10K 20K 30K 40K 50K 60K 70K

French's

Heinz Ketchup

Frank's RedHot

Hormel Foods Recipes

Johnsonville New

Ball Park Franks

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand Posts Heinz Ketchup

26-APR-16, TUE 11:50AM

You’re never too young to enjoy the best.

Who do you know that was raised on Heinz

Ketchup?

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 13,853 2,856 5,459 Uncategorized

Johnsonville New

11-APR-16, MON 11:21AM

Got the ugliest grill on the block? We want

to see your very loved and used grills!

Share a photo of ..

Johnsonville New

04-APR-16, MON 12:15PM

This Easy Sausage Pizza is ready in 30

minutes or less. It's faster than delivery and

topped with de ..


964 10,258 376 806 Uncategorized


951 5,794 116 1,180 Uncategorized

http://www.facebook.com/263814699291/posts/10154119919984292


















Most Engaging Brand Posts Johnsonville New

07-APR-16, THU 11:46AM

Save the box stuff for another night. This

Skillet Mac & Cheese & Kielbasa is made

from scratch and ..


936 4,605 111 1,143 Uncategorized

Heinz Ketchup

07-APR-16, THU 10:08AM

You asked, we answered! The wiener

dogs are back! Just in time for grilling

season. #MeetTheKetchups

Heinz Ketchup

04-APR-16, MON 11:50AM

#OpeningDay can only mean one thing: hot

dogs, fries and ketchup! Oh, and baseball

too.


922 2,422 357 1,369 Uncategorized





















Johnsonville New's Facebook Page saw the highest number of Fan posts (121).

0 20 40 60 80 100 120 140

French's

Frank's RedHot

Hellmann's

Johnsonville New


Ball Park Franks

Number of Fan Posts

Fan Posts

Ball Park Franks received the highest percentage of Positive Sentiment (38.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

French's

Frank's RedHot

Hellmann's

Johnsonville New


Ball Park Franks

Negative Neutral Positive

Sentiment Analysis

Hormel Foods Recipes responded to the highest percentage of Fan posts (77.27%).

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

0 200 400 600 800 1000 1200 1400 1600

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)

French's Frank's RedHot Hellmann's Johnsonville New Hormel Foods Recipes Ball Park Franks

Brand Responses

Johnsonville New published the most with 35 posts, among the brands compared here.

21%

51%

3%

9%

0%

15%

1%


Johnsonville New

French's

Ball Park Franks

Hellmann's

Heinz Ketchup

Frank's RedHot

Share Of Voice – Volume of Posts

Johnsonville New received the largest volume of Likes (57,188), among the brands studied.

0%

56%

0%

3%

0%

41%

0%


Johnsonville New

French's

Ball Park Franks

Hellmann's

Heinz Ketchup

Frank's RedHot

Share Of Voice – Likes

Heinz Ketchup received the largest volume of Comments (4,195), among the brands we looked at.

1%

40%

0% 7%

0%

52%

0%


Johnsonville New

French's

Ball Park Franks

Hellmann's

Heinz Ketchup

Frank's RedHot

Share Of Voice – Comments

Out of the brands we looked at, Heinz Ketchup received the largest volume of Shares (8,890).

0%

46%

0%

2% 0%

52%

0%


Johnsonville New

French's

Ball Park Franks

Hellmann's

Heinz Ketchup

Frank's RedHot

Share Of Voice – Shares

During this time period, HEINZ® KETCHUP BASEBALL PROCAMP NATIONAL SWEEPSTAKES was the most engaging run by

Heinz Ketchup. Hellmann's published the most (4) in its #BringOutTheBest campaign.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

0 20 40 60 80 100 120 140

#FrenchsTwangyBBQ(French's)

HEINZ® KETCHUP BASEBALL PROCAMP

NATIONAL SWEEPSTAKES(Heinz Ketchup)

#BringOutTheBest(Hellmann's)

Number of Posts

Engagement Score


Campaign Comparison

Analysis of

Ball Park Franks Facebook Page

Apr 01, 2016 - Apr 30, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

302,614 330 .11% United

States

Mostly Older, Female and

Attached.

Ball Park Franks

Engagement Score Total Fan Posts

426 14

Total Posts Brand Response Rate

6 57.14%

Total Likes Avg. Reply Time

2,639 10 hrs, 13 mins

Total Comments General Sentiment

512 Neutral

Total Shares

286

BRAND POSTS FAN POSTS

Brand Overview

302K

302K

302K

302K

302K

302K

303K

303K

303K

31-Mar 7-Apr 14-Apr 21-Apr 28-Apr

Fan Growth

Total Fans

302,614

New Fans

330

Engagement

0

250

500

750

1,000

1-Apr 5-Apr 9-Apr 13-Apr 17-Apr 21-Apr 25-Apr 29-Apr

Ball Park Franks had an average engagement score of 426 and a highest of 818.

Community Analysis

Ball Park Franks fans are mostly Older, Female and Attached. Ball Park Franks fans are largely from United States followed by

Canada.

Fan Demographics Distribution of Fans

14%

86%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60% 80%

Single

In a Relationship

Engaged

Married

UnKnown

0K 100K 200K 300K

United States

Canada

India

Mexico

Puerto Rico

Philippines

United Kingdom

Pakistan

Bangladesh

Sudan

0

0

0

1

1

1

1

1-Apr 8-Apr 15-Apr 22-Apr 29-Apr

Brand Posts

Top keywords used Frequency

Ball Park Flame Grilled 4

Flame Grilled 3

Draft 1

howardcollens 1

Boys 1

Brand Participation

Brand Non Participation

Brand Posts - Engagement

Ball Park Franks responded to 3 conversations generated by the 6 Posts they published.

Brand Responses

Most Engaging Brand Posts

29-APR-16, FRI 9:00AM

If Election Day was today, we’d vote for

flame grilled taste straight from the

microwave. #MakeAmeri ..

ENGMT. LIKES COMMENTS SHARES

818 1,329 266 147

23-APR-16, SAT 10:00AM

@howardcollens was generous enough to

post this Ball Park beauty, so we returned

the favor and donat ..

22-APR-16, FRI 9:00AM

Ball Park Flame Grilled Jerky. We flame grill it for

tenderness. And because we just got this sick f ..


529 619 145 48


351 327 64 40

NO IMAGE NO IMAGE NO IMAGE



















Brand Posts - Analysis

Brand Post Types Days of the week

0 1 2 3 4 5 6

0 100 200 300 400 500

Photos

Videos

Number of Posts

Engagement Score


0 1 2 3

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Ball Park 4

hot dogs 3

new chicken patties 2

Beef patty ad 1

package 1

User Posts

0

1

1

2

2

3

1-A

pr

2-A

pr

3-A

pr

4-A

pr

5-A

pr

6-A

pr

7-A

pr

8-A

pr

9-A

pr

10

-Ap

r

11

-Ap

r

12

-Ap

r

13

-Ap

r

14

-Ap

r

15

-Ap

r

16

-Ap

r

17

-Ap

r

18

-Ap

r

19

-Ap

r

20

-Ap

r

21

-Ap

r

22

-Ap

r

23

-Ap

r

24

-Ap

r

25

-Ap

r

26

-Ap

r

27

-Ap

r

28

-Ap

r

29

-Ap

r

30

-Ap

r

Positive Neutral Negative

Ball Park Franks responded to 8 conversations generated by the

14 Posts fans published.

Ball Park Franks appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

57%

43%

Brand Participation Brand Non Participation

38%

8%

54%

Posititve Negative Neutral

Analysis of

Heinz Ketchup Facebook Page

Apr 01, 2016 - Apr 30, 2016

Brand Overview


1,140,146 1,662 .15% United

States


Attached.

Heinz Ketchup

Engagement Score

884

Total Posts

10

Total Likes

41,168

Total Comments

4,195

Total Shares

8,894

Most Engaging Campaign

#SrirachaKetchup

Most Recent Campaign

#HeinzHappyContest

BRAND POSTS

Brand Overview

CAMPAIGNS

1,138K

1,138K

1,139K

1,139K

1,140K

1,140K

1,141K


Fan Growth

Total Fans

1,140,146

New Fans

1,662

Engagement

0

250

500

750

1,000

1,250


Heinz Ketchup had an average engagement score of 884 and a highest of 1000.

Community Analysis

Heinz Ketchup fans are mostly Older, Female and Attached. Heinz Ketchup fans are largely from United States followed by

United Kingdom.


21%

79%

male female

0% 10% 20% 30%

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 400K 800K 1,200K

United States

United Kingdom

Canada

Brazil

Mexico

Germany

Philippines

Egypt

France

0

1

1

2

2

3


Brand Posts


Heinz Pitmaster partner 3

great taste 3

BBQ 2

airs weeknights 11:35 2

MeetTheKetchups 2

90%

10%

Brand Participation

Brand Non Participation


Heinz Ketchup responded to 9 conversations generated by the 10 Posts they published.

Brand Responses


26-APR-16, TUE 11:50AM

You’re never too young to enjoy the best.

Who do you know that was raised on Heinz

Ketchup?


1,000 13,853 2,856 5,459 Uncategorized

07-APR-16, THU 10:08AM

You asked, we answered! The wiener dogs

are back! Just in time for grilling season.

#MeetTheKetchups

04-APR-16, MON 11:50AM

#OpeningDay can only mean one thing: hot

dogs, fries and ketchup! Oh, and baseball

too.


922 2,422 357 1,369 Uncategorized
























0 1 2 3 4 5 6

0 200 400 600 800 1000 1200

Photos

Videos

Plain Text

Links

Number of Posts

Engagement Score


0 1 2 3 4 5

0 200 400 600 800 1000 1200

Monday

Tuesday

Wednesday

Thursday

Friday

Number of Posts

Engagement Score


Campaign Intel

Entire Campaign

0 1 2 3 4

0 50 100 150 200 250 300 350 400

HEINZ® KETCHUP BASEBALL PROCAMP

NATIONAL SWEEPSTAKES

#HeinzHacks

#Grillingseason

Number of Posts

Engagement Score


This slide looks at engagement stats for campaigns by Heinz not limited to the period studied in this report

Analysis of

Johnsonville New Facebook Page

Apr 01, 2016 - Apr 30, 2016

Brand Overview


953,225 5,619 .59% United

States


Attached.

Johnsonville New

Engagement Score Total Fan Posts

508 121

Total Posts Brand Response Rate

35 36.36%

Total Likes Avg. Reply Time

57,188 14 hrs, 19 mins

Total Comments General Sentiment

3,190 Neutral

Total Shares

7,739

BRAND POSTS FAN POSTS

Brand Overview

944K

945K

946K

947K

948K

949K

950K

951K

952K

953K

954K


Fan Growth

Total Fans

953,225

New Fans

5,619

Engagement

0

250

500

750

1,000

1,250


Johnsonville New had an average engagement score of 508 and a highest of 964.

Community Analysis

Johnsonville New fans are mostly Older, Female and Attached. Johnsonville New fans are largely from United States followed by

Canada.


43%

57%

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

United States

Canada

Puerto Rico

Mexico

Philippines

Pakistan

India

Nigeria

Iran

New Zealand

0

1

1

2

2

3

3

4


Brand Posts


Johnsonville Chicken

Sausage

6

BigTasteGrill 5

30 minutes 5

Johnsonville 4

Ugly Grill submissions 3

71%

29%


37%

0%

63%



Johnsonville New responded to 25 conversations generated by the

35 Posts they published.

Johnsonville New receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts


11-APR-16, MON 11:21AM

Got the ugliest grill on the block? We want to

see your very loved and used grills! Share a

photo of ..



04-APR-16, MON 12:15PM

This Easy Sausage Pizza is ready in 30

minutes or less. It's faster than delivery and

topped with de ..

07-APR-16, THU 11:46AM

Save the box stuff for another night. This

Skillet Mac & Cheese & Kielbasa is made

from scratch and ..


951 5,794 116 1,180 Uncategorized


936 4,605 111 1,143 Uncategorized






















0 5 10 15 20 25 30 35

0 100 200 300 400 500 600

Photos

Links

Videos

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

UglyGrillContest 49

Ugly Grill submissions 8

grill 7

sausage 5

new grill 4

User Posts

0

1

2

3

4

5

6

7

8

9

1-A

pr

2-A

pr

3-A

pr

4-A

pr

5-A

pr

6-A

pr

7-A

pr

8-A

pr

9-A

pr

10

-Ap

r

11

-Ap

r

12

-Ap

r

13

-Ap

r

14

-Ap

r

15

-Ap

r

16

-Ap

r

17

-Ap

r

18

-Ap

r

19

-Ap

r

20

-Ap

r

21

-Ap

r

22

-Ap

r

23

-Ap

r

24

-Ap

r

25

-Ap

r

26

-Ap

r

27

-Ap

r

28

-Ap

r

29

-Ap

r

30

-Ap

r

Positive Neutral Negative

Johnsonville New responded to 44 conversations generated by the

121 Posts fans published.

Johnsonville New appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

36%

64%


23%

8%

69%


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