Kellogg's Social Media Analysis Q4 2015

Kellogg'son Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Kellogg’s US Twitter

Kellogg’s: Social Media Report

This report looks at how

Kellogg’sperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Kellogg'sFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

545,811 690 .13%United

States

Mostly Older, Female and

Attached.

Kellogg's

Engagement Score Total Fan Posts

221 786

Total Posts Brand Response Rate

31 14.63%

Total Likes Avg. Reply Time

13,299 18 hrs, 41 mins

Total Comments General Sentiment

2,180 Neutral

Total Shares

594

BRAND POSTS FAN POSTS

Brand Overview

544K

545K

545K

545K

545K

545K

546K

546K

546K

546K

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

Fan Growth

Total Fans

545,811

New Fans

690

Engagement

0

250

500

750

1,000

1,250

Kellogg's had an average engagement score of 221 and a highest of 982.

Community Analysis

Kellogg's fans are mostly Older, Female and Attached. Kellogg's fans are largely from United States followed by

Venezuela.

Fan Demographics Distribution of Fans

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%

Single

In a Relationship

Engaged

Married

UnKnown

0K 100K 200K 300K 400K 500K

United States

Venezuela

Puerto Rico

Canada

United Kingdom

India

Mexico

Philippines

Trinidad And Tobago

Bangladesh

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

breakfast 7

cereal 5

Kellogg 4

Mission Chinese Food

NYC

3

Raisin Bran 3

6%

94%

Brand Participation Brand Non Participation

97%

0%

3%

Posititve Negative Neutral

Brand Posts - Engagement

Kellogg's responded to 2 conversations generated by the 31

Posts they published.

Kellogg's receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

05-NOV-15, THU 4:29PM

When the Blanco River flooded in Texas

this past June, many residents were left

without access to fo ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

982 10,209 359 352 Positive

19-NOV-15, THU 9:00AM

Congratulations to Rita H., a 26-year-old

farmer who grows wheat used in Frosted

Mini Wheats, for be ..

13-NOV-15, FRI 11:08AM

It’s easy to turn Rice Krispies into

different holiday treats, but it’s easier to

turn rice into the ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

643 1,580 297 94 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

464 670 199 76 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/100488814000/posts/10153290733709001



Brand Posts - Analysis

Days of the week

0 2 4 6 8 10 12

0 50 100 150 200 250 300 350 400 450 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

Kellogg 362

GMO 176

products 131

cereal 114

food 91

User Posts

0

10

20

30

40

50

60

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

Kellogg's responded to 115 conversations generated by the

786 Posts fans published.

Kellogg's appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

15%

85%

Brand Participation Brand Non Participation

26%

15%

59%

Posititve Negative Neutral

Campaign Intel

0 2 4 6 8 10 12 14

0 100 200 300 400 500 600

#StirUpBreakfast

#CerealTonight

#MakeTheMostOfSummer

Number of Posts

Engagement Score

Engagement Score Number of Posts

This is the performance of a selection of Kellogg’s campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

Kellogg’s USATwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

50,050 3,807 8.23% United States

Kellogg’s USA@KelloggsUS

Engagement Score

262

Total Proactive Tweets

42

Retweets Total

14

Replies Total

252

Favorites Total

1,367

Total Mention

3,825

Total Retweets

573

Response Rate (%)

6.51%

Average Reply Time (mins)

980

BRAND TWEETS USER TWEETS

Brand Overview

44K

45K

46K

47K

48K

49K

50K

51K


Follower Growth

Total Followers

50,050

New Followers

3,807

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

251

Engagement

0

250

500

750

1,000

Kelloggs USA had an average engagement score of 262 and a highest of 928.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

42 14

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

0 5 10 15 20 25 30 35 40

0 50 100 150 200 250 300 350

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

0 50 100 150 200 250 300 350 400 450

#heismansweeps*

#concealorreveal*

#gmo*

#stirupbreakfast*

#cop21*

#labelgmos*

#kelloggsorigins*

#health*

#breakfast*

#kelloggs*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

10

20

30

40

50

60

70

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

heismansweeps concealorreveal gmo stirupbreakfast cop21

Spread of Hashtags by day

0 20 40 60 80 100 120 140

#heismansweeps*

#kelloggsorigins*

#gmo*

#breakfast*

#kelloggs*

#stirupbreakfast*

#health*

#cop21*

#concealorreveal*

#labelgmos*

Engagement Score

Hashtags - Engagement

Average Response Rate : 6.51%

0

10

20

30

40

50

60

70

80

90

100

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

10

20

30

40

50

60

70

80

90

100

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

100

200

300

400

500

600

700

800

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

50

100

150

200

250

300

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 : 573

-20

0

20

40

60

80

100

120


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 3,825

-10

0

10

20

30

40

50

60

70

80

90

100


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Mashable 6,851,062 1

Tyler, The Creator 2,881,714 3

Jesse Millette 1,317,559 1

U.S. Olympic Team 1,263,231 1

Brandon Phillips 916,011 1

TOP 5 INFLUENCERS

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It took minutes to create.

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