Top Back to School Campaignson Social MediaJuly 1st – August 31st 2016

Back to School Campaigns : Social Media Report

This Report looks at how

Back to School Campaignsperformed on Social Media between

July1st – August31st, 2016

Comparison of

“Back to School Campaigns”Social Accounts

Jul 01, 2016 - Aug 31, 2016

Table of Contents

Performance Snapshot

Audience Size

Audience Growth

Engagement

Customer Service

Most Engaging Content

Facebook

Twitter

Instagram

Brands Analyzed in this report include: Payless Shoes, Walmart, Target, Academy Sports, Kohl's, Staples, Xfinity, Sprint,

JCPenney, Old Navy, Frys Electronics, Lysol, J&J, Yoplait, H-E-B

Jul 01, 2016 - Aug 31, 2016

Jul 01, 2016 - Aug 31, 2016

Performance Snapshot

Network

Highest Audience

SizeWalmart Target Target

Highest

GrowthJ&J H-E-B Xfinity

Highest

EngagementYoplait Staples Walmart

0.00M 5.00M 10.00M 15.00M 20.00M 25.00M 30.00M 35.00M

Payless Shoes

Walmart

Target

Academy Sports

Kohl's

Staples

Xfinity

Sprint

JCPenney

Old Navy

Frys Electronics

Lysol

J&J

Yoplait

H-E-B Instagram

Twitter

Facebook

Audience Size

Jul 01, 2016 - Aug 31, 2016

Audience Growth

Jul 01, 2016 - Aug 31, 2016

-5.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%

Payless Shoes

Walmart

Target

Academy Sports

Kohl's

Staples

Xfinity

Sprint

JCPenney

Old Navy

Frys Electronics

Lysol

J&J

Yoplait

H-E-BInstagram

Twitter

Facebook

Engagement

Jul 01, 2016 - Aug 31, 2016

0 100 200 300 400 500 600 700 800 900

Payless Shoes

Walmart

Target

Academy Sports

Kohl's

Staples

Xfinity

Sprint

JCPenney

Old Navy

Frys Electronics

Lysol

J&J

Yoplait

H-E-BInstagram

Twitter

Facebook

Customer Service - Reply Time (in minutes)

Jul 01, 2016 - Aug 31, 2016

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

Payless Shoes

Walmart

Target

Academy Sports

Kohl's

Staples

Xfinity

Sprint

JCPenney

Old Navy

Frys Electronics

Lysol

J&J

Yoplait

H-E-B Twitter

Facebook

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

Payless Shoes

Walmart

Target

Academy Sports

Kohl's

Staples

Xfinity

Sprint

JCPenney

Old Navy

Frys Electronics

Lysol

J&J

Yoplait

H-E-B Twitter

Facebook

Customer Service - Response Rate

Jul 01, 2016 - Aug 31, 2016

Most Engaging Facebook PostsYoplait

23-AUG-16, TUE 10:12PM

Back to school treat or a late night snack,

this? Vanilla Yogurt Mousse Dirt Cup with our

new? Greek ..

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 21,126 343 4,194 Uncategorize

d

Academy Sports

10-AUG-16, WED 2:00PM

Time to cheer our country on to victory.

Yoplait

07-JUL-16, THU 5:51PM

There are so many ways to Whip! up your

summer snack. Cool down with a chocolaty

Yoplait Greek 100 W ..

ENGMT

.

LIKES COMMENTS SHARES SENTIMENT

1,000 82,185 1,493 4,672 Positive

ENGMT.LIKES COMMENTS SHARES SENTIMENT

999 21,571 185 2,849 Positive

Most Engaging Tweets

.@adele pulled this lucky fan from the

crowd and she wowed the crowed

covering one of Adele'a hits!..

We are definitely not sick of the "Same Old

Love" @selenagomez

#RevivalTourLosAngeles

https://t.co/..

10-Aug-16, Wed 01:21AM

ENGMT. FAV. REPLIES RETWEETS

1,000 1,730 46 639

09-Jul-16, Sat 12:54AM

ENGMT. FAV. REPLIES RETWEETS

1,000 1,386 5 837

Staples Staples

An evening look from the new

#GiorgioArmaniPrivé #FW16

collection. #GiorgioArmani #pfw

06-Jul-16, Wed 05:49AM

ENGMT. LIKES COMMENTS FILTER

987 49,574 117 No filter

Most Engaging Instagram Posts

@GwenStefani rocks a #GiorgioArmani

cape on the @HarpersBazaarUS

August subscriber cover.

06-Jul-16, Wed 07:12AM

ENGMT. LIKES COMMENTS FILTER

952 34,470 138 No filter

07-Jul-16, Thu 06:30AM

ENGMT. LIKES COMMENTS FILTER

932 30,879 67 No filter

Walmart Walmart Walmart

An embroidered gown from the

#GiorgioArmaniPrivé #FW16

collection. #GiorgioArmani #pfw

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Engagement is the measure of audience responses to a brand's content and activity on

a social network. To calculate the engagement score, we weigh audience interactions on

brand content such as Likes, Comments, Shares, based on their importance. We then

divide their weighted sum by our estimate of the number of brand fans who actively

receive and view such content.

Appendix – Unmetric’s Engagement Score

(Likes × 1 + Comments × 5 + Shares × 10) × 10000

(Community size) 0.8

Twitter: (Favorite x 1, Reply x 5, Retweet x 10)Instagram: (Likes x 1, Comments x 5)

Facebook: