AXA Social Media Analysis Q4 2015

AXAon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of AXA Twitter

AXA: Social Media Report

This report looks at how

AXAperformed on social media between

October 1st – December 31st, 2015

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Analysis of

AXA EquitableFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

43,996 5,242 13.53%United

States

Mostly Older, Female and

Attached.

AXA Equitable

Engagement Score

849

Total Posts

69

Total Likes

34,410

Total Comments

530

Total Shares

2,728

BRAND POSTS

Brand Overview

36K

37K

38K

39K

40K

41K

42K

43K

44K

45K

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

Fan Growth

Total Fans

43,996

New Fans

5,242

Engagement

0

250

500

750

1,000

1,250

AXA Equitable had an average engagement score of 849 and a highest of 1000.

Community Analysis

AXA Equitable fans are mostly Older, Female and Attached. AXA Equitable fans are largely from United States followed by

Mexico.

Fan Demographics Distribution of Fans

43%

57%

male female

0% 5% 10% 15% 20% 25%

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 10K 20K 30K 40K 50K

United States

Mexico

Philippines

India

Indonesia

Puerto Rico

France

Morocco

United Kingdom

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

AXAisms 11

steps 8

success 8

global graduate

program

6

next step 6

9%

91%

Brand Participation Brand Non Participation

55%

4%

41%

Posititve Negative Neutral

Brand Posts - Engagement

AXA Equitable responded to 6 conversations generated by the

69 Posts they published.

AXA Equitable receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

18-NOV-15, WED 10:00AM

Celebrate the steps you've taken instead

of focusing on the ones you haven't.

http://go.axa.com/1kEB ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 3,961 73 324 Positive

11-NOV-15, WED 1:00PM

The most significant step in your financial

journey may be the next one you take.

Take the next step ..

11-NOV-15, WED 12:22PM

Action is the fundamental key to success.

Take the next step in the growth of your

business and visi ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

1,000 2,761 22 113 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 2,588 16 261 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/121976661163245/posts/1158215850872649



Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25 30 35 40

0 200 400 600 800 1,000 1,200

Photos

Links

Plain Text

Videos

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15

0 200 400 600 800 1,000 1,200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Analysis of

AXA EquitableTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

15,927 456 2.95% United States

AXA Equitable@AXA_US

Engagement Score

172

Total Proactive Tweets

123

Retweets Total

6

Replies Total

10

Favorites Total

1,320

Total Mention

205

Total Retweets

383

Response Rate (%)

4.88%

Average Reply Time (mins)

1512

BRAND TWEETS USER TWEETS

Brand Overview

15K

15K

15K

16K

16K

16K

16K

16K

16K


Follower Growth

Total Followers

15,927

New Followers

456

3K

3K

3K

3K

3K

3K

3K

3K

3K

3K


Followee Growth

Total Followees

2,966

Engagement

0

250

500

750

1,000

AXA Equitable had an average engagement score of 172 and a highest of 881.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

123 6

What's the most effective and enjoyable

way to reach your financial goals?

Small, manageable steps...

05-Nov-15, Thu 07:53PM

ENGMT. FAV. REPLIES RETWEETS

998 799 22 50

Top Engaging Tweets

No one can go back and make a brand

new start, but anyone can start now

and make a brand new ending..

Challenges make life interesting.

Overcoming them is what makes it

meaningful. #AXAisms https://t.c..

15-Dec-15, Tue 10:19AM


996 237 1 104

16-Dec-15, Wed 10:00AM


778 130 1 21

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/AXA_US/status/662432475348643840



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

0 20 40 60 80 100 120 140

0 20 40 60 80 100 120 140 160 180 200

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 1 2 3 4 5 6 7 8

0 20 40 60 80 100 120 140 160

#axaisms

#scholarship*

#classof2016*

#bestglobalbrands*

#climatechange*

#communityservice*

#cop21*

#axaachievement*

#college*

#retirement*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

10

20

30

40

50

60

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

axaisms scholarship classof2016 bestglobalbrands climatechange

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800

#retirement*

#axaisms

#scholarship*

#bestglobalbrands*

#college*

#classof2016*

#axaachievement*

#cop21*

#climatechange*

#communityservice*

Engagement Score

Hashtags - Engagement

Average Response Rate : 4.88%

0

1

2

3

4

5

6

7

8

9

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

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

1

2

3

4

5

6

7

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

5

10

15

20

25

30

35

40

45

50

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

5

10

15

20

25

30

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 : 383

-20

0

20

40

60

80

100

120


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 205

-1

0

1

2

3

4

5

6

7

8

9


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Habit Design® 124,471 1

RiskRank®, RISK Ltd™ 96,832 1

sree sreenivasan 74,429 1

Get Schooled 61,557 4

HoneymoonGondol 61,320 1

TOP 5 INFLUENCERS

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