Heineken Social Media Analysis Q4 2015

Heinekenon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Heineken Twitter

Heineken: Social Media Report

This report looks at how

Heinekenperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Heineken USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

2,141,476 9,151 .43% United States

Heineken USA

Engagement Score Total Fan Posts

780 310

Total Posts Brand Response Rate

13 13.87%

Total Likes Avg. Reply Time

108,682 1 day, 14 hrs, 51 mins

Total Comments General Sentiment

3,367 Positive

Total Shares

10,232

BRAND POSTS FAN POSTS

Brand Overview

2,110K

2,115K

2,120K

2,125K

2,130K

2,135K

2,140K

2,145K

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

Fan Growth

Total Fans

2,141,476

New Fans

9,151

Engagement

0

250

500

750

1,000

1,250

Heineken USA had an average engagement score of 780 and a highest of 1000.

Community Analysis

Heineken USA fans are largely from United States followed by Puerto Rico.

Distribution of Fans

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

United States

Puerto Rico

Mexico

Brazil

India

Argentina

Indonesia

Italy

Vietnam

0

1

2

3

4

5

6

7


Brand Posts

Top keywords used Frequency

sure 4

best 3

Holiday Season 2

friends 2

family 2

Most Engaging Brand Posts

14-DEC-15, MON 2:14PM

Our favorite Holiday song.

14-DEC-15, MON 2:13PM

Present time never tasted so good.

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

932 15,721 524 1,277 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

893 14,287 350 987 Positive

http://www.facebook.com/1088846181131521/posts/1250237878325683

http://www.facebook.com/1088846181131521/posts/1250238034992334

Brand Posts - Analysis

Brand Post Types Days of the week

0 2 4 6 8 10 12 14

0 200 400 600 800 1,000

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 2 4 6 8

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

Heineken 142

Montana Cans 47

home team 25

awesome roving

mural truck

25

Miami New Times

love

25

User Posts

0

5

10

15

20

25

30

1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-Nov

19-Nov

26-Nov

3-Dec 10-Dec

17-Dec

24-Dec

31-Dec

Positive Neutral Negative

Heineken USA responded to 43 conversations generated by the 310 Posts fans published.

Heineken USA appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

14%

86%

Brand Participation Brand Non Participation

51%

4%

45%

Posititve Negative Neutral

Analysis of

Heineken USTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

53,979 1,104 2.09% United States

Heineken US@Heineken_US

Engagement Score

878

Total Proactive Tweets

24

Retweets Total

1

Replies Total

160

Favorites Total

9,316

Total Mention

776

Total Retweets

634

Response Rate (%)

15.59%

Average Reply Time (mins)

1585

BRAND TWEETS USER TWEETS

Brand Overview

52K

52K

53K

53K

53K

53K

53K

54K

54K

54K

54K


Follower Growth

Total Followers

53,979

New Followers

1,104

1K

1K

1K

1K

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

616

Engagement

0

250

500

750

1,000

1,250

Heineken US had an average engagement score of 878 and a highest of 1,000.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

24 1

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

0 5 10 15 20 25

0 100 200 300 400 500 600 700 800 900 1000

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

0 200 400 600 800 1000 1200 1400

#spectre*

#openbondsworld*

#heinekenholidays

#spyfie*

#dmds*

#ad*

#heineken100*

#miamiartweek*

#heineken*

#copabasel*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

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

spectre openbondsworld heinekenholidays spyfie dmds

Spread of Hashtags by day

0 200 400 600 800 1000 1200

#heinekenholidays

#heineken*

#miamiartweek*

#ad*

#dmds*

#openbondsworld*

#spyfie*

#heineken100*

#copabasel*

#spectre*

Engagement Score

Hashtags - Engagement

Average Response Rate : 15.59%

0

10

20

30

40

50

60

70

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 : 1 days 2 hours 25 minutes

0

1000

2000

3000

4000

5000

6000

7000

8000

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

20

40

60

80

100

120

140

160

180

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

50

100

150

200

250

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

20

40

60

80

100

120

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 : 634

-50

0

50

100

150

200

250

300

350


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 776

-10

0

10

20

30

40

50

60

70


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Joel Madden 970,161 1

Sawyer Hartman 844,741 4

Highsnobiety 185,388 1

Rachel Rudwall 135,144 1

Vincent Cyr 126,166 3

TOP 5 INFLUENCERS

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