McDonalds Social Media Analysis Q4 2015

McDonald’son Social Media

Oct 01 2015 - Dec 31 2015

Cover Images Courtesy of McDonald’s FB

McDonald’s: Social Media Report

This report looks at how

McDonald’sperformed on social media between

October 1st – December 31st, 2015

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Analysis of

McDonald'sFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

10,534,102 101,242 .97% WorldwideMostly Young, Female and

Attached.

McDonald's

Engagement Score

244

Total Posts

73

Total Likes

290,453

Total Comments

48,158

Total Shares

31,479

Most Engaging Content Type

Ad Campaigns

Least Engaging Content Type

Others

BRAND POSTS

Brand Overview

CONTENT & CAMPAIGNS

10,200K

10,300K

10,400K

10,500K

10,600K

10,700K

10,800K

10,900K

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

Fan Growth

Total Fans

10,534,102

New Fans

101,242

Engagement

0

250

500

750

1,000

1,250

McDonald's had an average engagement score of 244 and a highest of 959.

Community Analysis

McDonald's fans are mostly Young, Female and Attached. McDonald's fans are largely from United States followed by Mexico.

Fan Demographics Distribution of Fans

40%

60%

male female

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

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 4,000K 8,000K 12,000K

United States

Mexico

Philippines

Puerto Rico

Argentina

Iran

Pakistan

Brazil

Malaysia

Georgia

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

AllDayBreakfast 16

Deliciousness 15

weekly entry periods 15

Official Rules

www.playatmcd.com

15

Game subject 15

79%

21%

Brand Participation Brand Non Participation

100%

0% 0%

Posititve Negative Neutral

Brand Posts - Engagement

McDonald's responded to 58 conversations generated by the 73 Posts they published.

McDonald's receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

28-DEC-15, MON 12:35PM

Drive-thru to the drive-in. Photo by www.instagram.com/littlecoal at 8:21 PM. #AllDayBreakfast

ENGMT. LIKES COMMENTS SHARES SENTIMENT

998 161,990 4,977 7,524 Positive

02-OCT-15, FRI 11:37AM

Here’s to never missing the 10:30 cutoff again! Let’s do this, #AllDayBreakfast!

Menu items vary. ..

ENGMT. LIKES COMMENTS SHARES SENTIMENT

905 26,328 3,837 5,141 Positive

NO IMAGE NO IMAGE

http://www.facebook.com/50245567013/posts/10153200960392014

http://www.facebook.com/50245567013/posts/10153071611132014

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60

0 100 200 300 400 500

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Most of McDonald's posts were around 'Engagement Oriented Posts', and posts around 'Ad Campaigns' received the highest engagement.

Content Intel

0 5 10 15 20 25 30 35 40 45

0 100 200 300 400 500 600

Brand News

Special Offer

Others

Event

Recipes/Menu Updates

Contest

Question to fans

Corporate Social…

Facebook App

Ad Campaigns

Engagement Oriented…

Occasion specific…

Number of Posts

Engagement Score


In McDonald's Posts about General Happenings, the category Festival/Greetings received the highest engagement.

Content Intel

About General Happenings

0 1 2

0 20 40 60 80 100 120

On Sports

Others

On Social Media

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10 12 14

0 50 100 150 200 250 300

#HappyFamilyMoments

McPick 2 for $2 menu

#WorldFamousFries

Number of Posts

Engagement Score


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

by Unmetric and are not restricted to the time period analyzed

Analysis of

McDonalds Corp TwTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

133,051 4,862 3.79% United States

McDonalds Corp Tw@McDonaldsCorp

Engagement Score

145

Total Proactive Tweets

264

Retweets Total

40

Replies Total

10,197

Favorites Total

7,249

Total Mention

14,795

Total Retweets

7,334

Response Rate (%)

68.43%

Average Reply Time (mins)

536

BRAND TWEETS USER TWEETS

Brand Overview

125K

126K

127K

128K

129K

130K

131K

132K

133K

134K


Follower Growth

Total Followers

133,051

New Followers

4,862

12K

12K

12K

13K

13K

13K

13K


Followee Growth

Total Followees

12,448

New Followees

-163

Engagement

0

250

500

750

1,000

1,250

McDonalds Corp Tw had an average engagement score of 145 and a highest of 1,000.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

264 40

Top Engaging Tweets

We’re helping to address climate change by working towards sourcing sustainable beef.

https://t.co/..

Working towards healthier forests through more sustainable

packaging. Learn more, here: https://t.c..

06-Dec-15, Sun 11:00PM

ENGMT. FAV. REPLIES RETWEETS

996 1,529 418 343

01-Dec-15, Tue 10:58PM

ENGMT. FAV. REPLIES RETWEETS

901 637 71 189

http://www.twitter.com/McDonaldsCorp/status/673713587991404544

http://www.twitter.com/McDonaldsCorp/status/671901342072467456

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

0 20 40 60 80 100 120 140 160 180

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 50 100 150 200 250 300

0 50 100 150 200 250 300 350 400 450 500

#imlovinit*

#alldaybreakfast*

#actonclimate*

#mcdonalds*

#cop21*

#createyourtaste*

#cyt*

#imlovingit*

#vlog*

#fifa*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

350

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

imlovinit alldaybreakfast actonclimate mcdonalds cop21

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900

#createyourtaste*

#alldaybreakfast*

#vlog*

#cyt*

#imlovingit*

#fifa*

#mcdonalds*

#cop21*

#imlovinit*

#actonclimate*

Engagement Score

Hashtags - Engagement

Average Response Rate : 68.43%

0

200

400

600

800

1000

1200

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 : 8 hours 56 minutes

0

500

1000

1500

2000

2500

3000

3500

4000

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

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

3000

3500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

1600

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 : 7,334

-500

0

500

1,000

1,500

2,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 14,795

-200

0

200

400

600

800

1,000

1,200


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

DR JAMES CABOT 3,563,775 1

McDonald's 3,160,486 1

Inés Sainz 2,194,595 1

NYSE 1,408,081 5

Mundo ESPN 934,211 1

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

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