Burberry Social Media Analysis Q4 2015

Burberryon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Burberry FB

Burberry: Social Media Report

This report looks at how

Burberryperformed on social media between

October 1st – December 31st, 2015

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Analysis of

BurberryFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

17,055,175 144,278 .85% WorldwideMostly Older, Female and

Attached.

Burberry

Engagement Score

256

Total Posts

73

Total Likes

157,430

Total Comments

3,828

Total Shares

113,768

Most Engaging Content Type

Ad Campaigns

Least Engaging Content Type

Event

Most Prolific Content Type

Product Offerings/Updates

BRAND POSTS

Brand Overview

CONTENT & CAMPAIGNS

16,800K

16,850K

16,900K

16,950K

17,000K

17,050K

17,100K

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

Fan Growth

Total Fans

17,055,175

New Fans

144,278

Engagement

0

250

500

750

1,000

1,250

Burberry had an average engagement score of 256 and a highest of 988.

Community Analysis

Burberry fans are mostly Older, Female and Attached. Burberry fans are largely from United States followed by Philippines.

Fan Demographics Distribution of Fans

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

0K 500K 1,000K 1,500K 2,000K

United States

Philippines

Turkey

Indonesia

Italy

India

Mexico

Malaysia

France

0

1

1

2

2

3


Brand Posts

Top keywords used Frequency

Burberry 26

Explore festive gifts

http://brby.co/3sw

16

Burberry festive

campaign

16

festive season 16

gift inspiration 14

Most Engaging Brand Posts

23-DEC-15, WED 5:00AM

Discover Lunar New Year gifts from Burberry. Signature bags and iconic cashmere scarves for him and ..

20-DEC-15, SUN 7:00AM

Discover Lunar New Year gifts from Burberry. Signature bags and iconic cashmere scarves for him and ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

559 132 3 4,967 Uncategorized

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

558 90 1 4,961 Positive

http://www.facebook.com/122792026424/posts/10153738212341425

http://www.facebook.com/122792026424/posts/10153731898521425

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60 70

0 100 200 300 400 500

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Most of Burberry posts were around 'Product Offerings/Updates', and posts around 'Ad Campaigns' received the highest engagement.

Content Intel

0 5 10 15 20 25 30

0 50 100 150 200 250 300 350 400 450 500

Brand News

Others

Event

Corporate Social…

Ad Campaigns

Special Offer

New Collection

Celebrity Endorser…

Question

Contest

Product Offerings/Updates

Facebook App

Engagement Oriented…

Number of Posts

Engagement Score


In Burberry Posts about Luxury, Advice/Tips posts received the highest engagement.

In Burberry Posts about General Happenings, the category Festival/Greetings received the highest engagement.

Content Intel

About Luxury About General Happenings

0 1 2

0 5 10 15

Fact

Others

Advice/Tips

Event

Fashion News

Question to fans

Like…

Number of Posts

Engagement Score


0 1 2 3

0 20 40 60 80 100

On Social Media

On Sports

Others

Question

Entertainment

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10 12

0 100 200 300 400 500 600

Burberry 2016 collection

Burberry Menswear January 2016Show

The Burberry Festive Book of Gifts

Number of Posts

Engagement Score


This is the performance of a selection of Burberry campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

BurberryTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

5,450,307 704,917 14.85% Worldwide

Burberry@Burberry

Engagement Score

60

Total Proactive Tweets

491

Retweets Total

8

Favorites Total

150,765

Total Mention

21,312

Total Retweets

53,897

BRAND TWEETS USER TWEETS

Brand Overview

4,200K

4,400K

4,600K

4,800K

5,000K

5,200K

5,400K

5,600K


Follower Growth

Total Followers

5,450,307

New Followers

704,917

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

232

New Followees

3

Engagement

0

250

Burberry had an average engagement score of 60 and a highest of 177.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

491 8

#RomeoBeckham arrives for the @Burberry festive film premiere

in #London https://t.co/hAYbmmFYGD

03-Nov-15, Tue 02:04PM

ENGMT. FAV. REPLIES RETWEETS

733 4,301 64 2,536

Top Engaging Tweets

.@PalomaFaith arrives on the red carpet to celebrate the premiere of the @Burberry festive film htt..

03-Nov-15, Tue 01:27PM

ENGMT. FAV. REPLIES RETWEETS

539 5,010 191 1,162

NO IMAGE NO IMAGE

http://www.twitter.com/Burberry/status/661620065327017984

http://www.twitter.com/Burberry/status/661610578948018177

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

0 100 200 300 400 500 600

0 10 20 30 40 50 60 70

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25 30 35 40 45 50

0 1000 2000 3000 4000 5000 6000

#burberrygifts*

#romeobeckham*

#london*

#burberry*

#britannias*

#burberryhongkong

#spectrepremiere*

#bfa*

#christmas*

#artofthetrench*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

200

400

600

800

1000

1200

1400

1600

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

burberrygifts romeobeckham london burberry britannias

Spread of Hashtags by day

0 20 40 60 80 100 120 140 160

#burberryhongkong

#britannias*

#artofthetrench*

#burberry*

#london*

#christmas*

#bfa*

#burberrygifts*

#romeobeckham*

#spectrepremiere*

Engagement Score

Hashtags - Engagement

0

200

400

600

800

1000

1200

1400

1600

1800

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 : 53,897

-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 21,312

-200

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Paris Hilton 13,596,564 2

Vogue Magazine 10,447,385 4

Victoria Beckham 9,715,687 2

James Corden 6,432,117 5

ELLE Magazine (US) 5,307,358 3

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

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