IKEA Social Media Analysis Q4 2015

IKEAon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of IKEA Twitter

IKEA: Social Media Report

This report looks at how

IKEAperformed on social media between

October 1st – December 31st, 2015

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Analysis of

IKEA USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

4,595,203 69,685 1.54%United States

Mostly Older, Female and Attached.

IKEA USA

Engagement Score Total Fan Posts

320 2,089

Total Posts Brand Response Rate

86 23.36%

Total Likes Avg. Reply Time

409,685 9 hrs, 50 mins

Total Comments General Sentiment

10,658 Neutral

Total Shares

24,224

BRAND POSTS FAN POSTS

Brand Overview

4,480K

4,500K

4,520K

4,540K

4,560K

4,580K

4,600K

4,620K

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

Fan Growth

Total Fans

4,595,203

New Fans

69,685

Engagement

0

250

500

750

1,000

IKEA USA had an average engagement score of 320 and a highest of 907.

Community Analysis

IKEA USA fans are mostly Older, Female and Attached. IKEA USA fans are largely from United States followed by Malaysia.

Fan Demographics Distribution of Fans

20%

80%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40% 50%

Single

In a Relationship

Engaged

Married

UnKnown

0K 1,000K 2,000K 3,000K 4,000K 5,000K

United States

Malaysia

Mexico

Germany

Puerto Rico

Egypt

Italy

Iran

Turkey

0

1

1

2

2

3

3

4

4

5

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

Brand Posts

Top keywords used Frequency

holidays 8

IKEA soft toys 8

new IKEA store 7

education 5

IKEA Foundation 4

29%

71%

Brand Participation Brand Non Participation

92%

3%5%

Posititve Negative Neutral

Brand Posts - Engagement

IKEA USA responded to 25 conversations generated by the 86 Posts they published.

IKEA USA receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

05-OCT-15, MON 11:13AM

Check out the latest IKEA offers for the fall!

ENGMT.

LIKES COMMENTS SHARESSENTIMENT

963 48,315 746 1,742 Positive

28-OCT-15, WED 10:16AM

Guest prep 101: Create space for loved ones (and all their stuff)!

21-DEC-15, MON 8:33AM

By working together, we can help prevent accidents and make the home a safer place. Secure it!

ENGMT.

LIKES COMMENTS SHARES SENTIMENT

954 41,238 474 2,145 Positive

ENGMT.

LIKES COMMENTS SHARESSENTIMENT

907 8,469 868 3,781 Positive

NO IMAGE NO IMAGE NO IMAGE

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60 70 80

0 50 100 150 200 250 300 350 400

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25

0 100 200 300 400

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

IKEA USA 994

IKEA 500

new 279

post 273

time 220

User Posts

0

10

20

30

40

50

60

70

80

90

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

IKEA USA responded to 488 conversations generated by the 2,089 Posts fans published.

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

User Posts - Engagement

Brand Responses Sentiment

23%

77%

Brand Participation Brand Non Participation

32%

13%

55%

Posititve Negative Neutral

Campaign Intel

0 1 2 3 4 5

0 100 200 300 400 500 600 700

HEMSMAK collection

BE OUR NEXT INSIDER

The 2016 IKEA Catalogue

Number of Posts

Engagement Score

Engagement Score Number of Posts

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

by Unmetric and are not restricted to the time period analyzed

Analysis of

IKEA USATwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

358,422 1,810 0.51% United States

IKEA USA@IKEAUSA

Engagement Score

54

Total Proactive Tweets

311

Retweets Total

10

Replies Total

44

Favorites Total

10,133

Total Mention

9,251

Total Retweets

3,546

Response Rate (%)

0.44%

Average Reply Time (mins)

455

BRAND TWEETS USER TWEETS

Brand Overview

356K

356K

357K

357K

358K

358K

359K

359K

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

Follower Growth

Total Followers

358,422

New Followers

1,810

0K

0K

0K

0K

0K

0K

0K

0K

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

Followee Growth

Total Followees

151

Engagement

0

250

IKEA USA had an average engagement score of 54 and a highest of 206.

0

5

10

15

20

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

Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

311 10

Learn how to make glögg, a #Swedish

#holiday drink! Recipe here:

https://t.co/7yjMTirYwq https://t...

14-Dec-15, Mon 10:02AM

ENGMT. FAV. REPLIES RETWEETS

554 545 29 155

Top Engaging Tweets

Hej, #Florida! We’ve proposed plans for

#IKEAJacksonville!

http://t.co/sLC3ugU4lM

07-Oct-15, Wed 12:03PM

ENGMT. FAV. REPLIES RETWEETS

398 303 20 100

NO IMAGE NO IMAGE

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

0 50 100 150 200 250 300 350

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 10 20 30 40 50 60 70 80

0 200 400 600 800 1000 1200 1400 1600

#ikea*

#standwithstoughton*

#unionatikea

#1u*

#holiday*

#diy*

#lol*

#swedish*

#ikeacookiecontest*

#bathroom*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

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

ikea standwithstoughton unionatikea 1u holiday

Spread of Hashtags by day

0 50 100 150 200 250 300 350 400

#lol*

#holiday*

#unionatikea

#swedish*

#ikeacookiecontest*

#bathroom*

#diy*

#1u*

#standwithstoughton*

#ikea*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.44%

0

50

100

150

200

250

300

350

400

450

500

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

5

10

15

20

25

30

35

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

200

400

600

800

1000

1200

1400

1600

1800

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

700

800

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 : 3,546

-20

0

20

40

60

80

100

120

140

160

180

200

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

Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 9,251

0

50

100

150

200

250

300

350

400

450

500

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

Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Perez Hilton 6,321,073 1

BuzzFeed 2,932,646 1

Who What Wear 2,032,900 1

Jesse Millette 1,319,093 1

Farrah Abraham 1,163,967 1

TOP 5 INFLUENCERS

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It took minutes to create.

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