Reese's Social Media Analysis Q4 2015

Reese'sSocial Media Report

Oct 01 2015 - Dec 31 2015

Cover image courtesy of Reese's Twitter

Reese’s: Social Media Report

This report looks at Reese’s

performance on social media between

October 1st – December 31st, 2015

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Analysis of

Reese'sFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

11,983,864 61,726 .52%United

States

Reese's

Engagement Score Total Fan Posts

78 1,820

Total Posts Brand Response Rate

52 6.87%

Total Likes Avg. Reply Time

63,611 17 hrs, 51 mins

Total Comments General Sentiment

5,403 Neutral

Total Shares

10,456

BRAND POSTS FAN POSTS

Brand Overview

11,880K

11,900K

11,920K

11,940K

11,960K

11,980K

12,000K

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

Fan Growth

Total Fans

11,983,864

New Fans

61,726

Engagement

0

250

500

Reese's had an average engagement score of 78 and a highest of 316.

Community Analysis

Reese's fans are largely from United States followed by Canada.

Distribution of Fans

0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K

United States

Canada

Mexico

Philippines

United Kingdom

Saudi Arabia

United Arab Emirates

Australia

Puerto Rico

Belgium

0

1

1

2

2

3


Brand Posts

Top keywords used Frequency

1 REESE’S Peanut

Butter

8

REESE’S 6

REESESWithoutPeanut

Butter

5

Shout-out 4

REESE 4

50%50%

Brand Participation Brand Non Participation

85%

6%

9%

Posititve Negative Neutral

Brand Posts - Engagement

Reese's responded to 26 conversations generated by the 52

Posts they published.

Reese's receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

30-OCT-15, FRI 12:00PM

When you find the house that’s giving out

REESE’S Pumpkins.

#HERSHEYSHalloween

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

422 12,204 534 1,032 Positive

20-OCT-15, TUE 1:45PM

Stop #FOMO. Grab the limited edition

REESE’S Peanut Butter Square at

@DunkinDonuts before it’s too l ..

26-NOV-15, THU 12:00PM

Go big AND go home #Thanksgiving

#OnePoundCup

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

316 2,962 477 1,205 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

252 4,661 398 673 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/92982475411/posts/10153564915500412



Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50

0 20 40 60 80 100

Videos

Photos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15

0 50 100 150 200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

peanut butter 326

post 257

trees 174

chocolate 167

Butter Cups 165

User Posts

0

20

40

60

80

100

120

140

160

180

200

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

Reese's responded to 125 conversations generated by the

1,820 Posts fans published.

Reese's appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

7%

93%

Brand Participation Brand Non Participation

29%

10%

61%

Posititve Negative Neutral

Analysis of

REESE'STwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

190,222 17,934 10.41% United States

REESE'S@ReesesPBCups

Engagement Score

760

Total Proactive Tweets

103

Retweets Total

5

Replies Total

687

Favorites Total

46,359

Total Mention

12,720

Total Retweets

18,336

Total Replies

0

Response Rate (%)

5.24%

Average Reply Time (mins)

4902

BRAND TWEETS USER TWEETS

Brand Overview

160K

165K

170K

175K

180K

185K

190K

195K


Follower Growth

Total Followers

190,222

New Followers

17,934

1K

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

1,150

New Followees

-4

Engagement

0

250

500

750

1,000

1,250

REESE'S had an average engagement score of 760 and a highest of 1,000.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

103 5

#AllTreesAreBeautiful but some taste

better than others.

https://t.co/9VA5o2kDrs

https://t.co/ayO3..

18-Dec-15, Fri 05:30PM

ENGMT. FAV. REPLIES RETWEETS

1,000 4,738 54 1,054

Top Engaging Tweets

Just as controversial, but a lot more

delicious #AllTreesAreBeautiful

#Treegate https://t.co/qIg0FR..

Woke up like this. #ThankYou

#AllTreesAreBeautiful

https://t.co/rbvgWqqXup

06-Dec-15, Sun 04:00PM


1,000 4,077 74 1,467

03-Dec-15, Thu 02:06PM


1,000 7,458 307 5,140

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/ReesesPBCups/status/677979177455366146



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

0 10 20 30 40 50 60 70 80

0 100 200 300 400 500 600 700 800 900

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 50 100 150 200 250 300 350

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

#alltreesarebeautiful*

#thankyou*

#reeseswithoutpeanutbutter*

#treegate*

#hersheyshalloween*

#teamreeses*

#reeses*

#mine*

#mtvfirst*

#contestentry*

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

1800

2000

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

alltreesarebeautiful thankyou reeseswithoutpeanutbutter treegate hersheyshalloween

Spread of Hashtags by day

0 200 400 600 800 1000 1200

#treegate*

#contestentry*

#reeseswithoutpeanutbutter*

#alltreesarebeautiful*

#teamreeses*

#thankyou*

#hersheyshalloween*

#mine*

#mtvfirst*

#reeses*

Engagement Score

Hashtags - Engagement

Average Response Rate : 5.24%

0

100

200

300

400

500

600

700

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 : 3 days 9 hours 42 minutes

0

10000

20000

30000

40000

50000

60000

70000

80000

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

50

100

150

200

250

300

350

400

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

700

800

900

1000

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 : 18,336

-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 12,720

-100

0

100

200

300

400

500

600

700


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

MTV 13,477,671 6

CNN en Español 12,337,481 1

Huffington Post 6,790,437 1

Hilary Duff 4,917,382 1

OneRepublic 2,782,781 1

TOP 5 INFLUENCERS

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