Nike Social Media Analysis Q4 2015

Nikeon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Nike FB

Nike: Social Media Report

This report looks at how

Nikeperformed on social media between

October 1st – December 31st, 2015

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Analysis of

NikeFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

23,537,082 428,011 1.85% WorldwideMostly Young, Female and

Attached.

Nike

Engagement Score

984

Total Posts

5

Total Likes

240,579

Total Comments

15,323

Total Shares

129,993

Most Engaging Content Type

Others

BRAND POSTS

Brand Overview

CONTENT & CAMPAIGNS

22,800K

22,900K

23,000K

23,100K

23,200K

23,300K

23,400K

23,500K

23,600K

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

Fan Growth

Total Fans

23,537,082

New Fans

428,011

Engagement

0

250

500

750

1,000

1,250

Nike had an average engagement score of 984 and a highest of 1000.

Community Analysis

Nike fans are mostly Young, Female and Attached. Nike fans are largely from United States followed by Mexico.

Fan Demographics Distribution of Fans

44%

56%

male female

0% 10% 20% 30% 40% 50%

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 1,000K 2,000K 3,000K 4,000K

United States

Mexico

Brazil

India

Philippines

Argentina

Turkey

Poland

Germany

0

0

0

1

1

1

1

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

Brand Posts

Top keywords used Frequency

video 3

Nike 2

vidas 1

Parkinson 1

jugar contra 1

Most Engaging Brand Posts

29-OCT-15, THU 2:00PM

Roads are closed. School is cancelled. #getouthere

Gear up at Nike.com/getouthere

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 197,696 11,813 127,99

2

Positive

24-OCT-15, SAT 10:00AM

Van a jugar contra algo más fuerte que ellos mismos.

Van a jugar contra la presión.

Van a jugar e ..

21-OCT-15, WED 5:48PM

Nike shared The Michael J. Fox Foundation for Parkinson's Research's video.

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

395 15,465 782 1,984 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

337 23,169 1,760 15 Positive

NO IMAGE NO IMAGE NO IMAGE

Campaign Intel

0 1 2 3 4

0 200 400 600 800 1000 1200

#LunarEpic

Tech Pack collection

Risk everything

Number of Posts

Engagement Score

Engagement Score Number of Posts

Analysis of

NikeTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

5,668,772 210,682 3.86% Worldwide

Nike@Nike

Engagement Score

944

Total Proactive Tweets

13

Retweets Total

12

Replies Total

847

Favorites Total

99,067

Total Mention

105,872

Total Retweets

83,888

Response Rate (%)

0.78%

Average Reply Time (mins)

402

Most Engaging

#GetOuThere

Most Recent

#GetOuThere

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

5,350K

5,400K

5,450K

5,500K

5,550K

5,600K

5,650K

5,700K

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

Follower Growth

Total Followers

5,668,772

New Followers

210,682

0K

0K

0K

0K

0K

0K

0K

0K

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

Followee Growth

Total Followees

156

New Followees

-1

Engagement

0

250

500

750

1,000

1,250

Nike had an average engagement score of 944 and a highest of 1,000.

0

5

10

15

20

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

Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

13 12

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

0 2 4 6 8 10 12

0 200 400 600 800 1000 1200

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 2 4 6 8 10 12 14 16

0 5000 10000 15000 20000 25000 30000 35000 40000

#getouthere*

#corymachado*

#machado*

#billiondollarbrand*

#antober*

#justdoit*

#nike*

#backtothefuture*

#2kyrie2*

#nba2k16*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5000

10000

15000

20000

25000

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

getouthere corymachado machado billiondollarbrand antober

Spread of Hashtags by day

Average Response Rate : 0.78%

0

2000

4000

6000

8000

10000

12000

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 : 6 hours 42 minutes

0

100

200

300

400

500

600

700

800

900

1000

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

100

200

300

400

500

600

700

800

900

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

5000

10000

15000

20000

25000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

1000

2000

3000

4000

5000

6000

7000

8000

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 : 83,888

-10,000

0

10,000

20,000

30,000

40,000

50,000

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

Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 105,872

-2,000

0

2,000

4,000

6,000

8,000

10,000

12,000

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

Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Kevin Hart 26,699,381 4

CNN 23,796,060 2

CNN en Español 12,472,893 1

Wall Street Journal 10,285,722 1

Mashable 6,829,207 1

TOP 5 INFLUENCERS

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