Nescafeon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Nescafe FB

Nescafe: Social Media Report

This report looks at how

Nescafeperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Nescafe USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,076,536 10,922 1.02%United

States

Mostly Older, Female and

Attached.

Nescafe USA

Engagement Score Total Fan Posts

454 100

Total Posts Brand Response Rate

2 39.00%

Total Likes Avg. Reply Time

3,893 1 day, 1 hr, 3 mins

Total Comments General Sentiment

213 Neutral

Total Shares

315

BRAND POSTS FAN POSTS

Brand Overview

1,058K

1,060K

1,062K

1,064K

1,066K

1,068K

1,070K

1,072K

1,074K

1,076K

1,078K

1,080K

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

Fan Growth

Total Fans

1,076,536

New Fans

10,922

Engagement

0

250

500

750

Nescafe USA had an average engagement score of 454 and a highest of 509.

Community Analysis

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

Fan Demographics Distribution of Fans

12%

88%

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 200K 400K 600K 800K 1,000K 1,200K

United States

Mexico

Philippines

India

Egypt

Pakistan

Malaysia

Bangladesh

Indonesia

Argentina

0

0

0

1

1

1

1

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

Brand Posts

Top keywords used Frequency

Choice 2

NESCAFÉ 2

cup 1

Taster 1

http://bit.ly/1kKzIZt 1

50%50%

Brand Participation Brand Non Participation

100%

0% 0%

Posititve Negative Neutral

Brand Posts - Engagement

Nescafe USA responded to 1 conversations generated by the 2 Posts they published.

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

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

03-DEC-15, THU 11:53PM

The comforting warmth. The signature aroma. The sophisticated taste. Savor all

three this holiday se ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

509 2,196 134 188 Positive

16-DEC-15, WED 1:16PM

In this season of giving, introduce your family and friends to the refined taste of

NESCAFÉ® Taster' ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

395 1,697 79 127 Positive

Brand Posts - Analysis

Brand Post Types Days of the week

0 1 2 3

0 100 200 300 400 500

Videos

Plain Text

Links

Photos

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 1 2

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

Siempre que sea

Nescafé

22

Nescafé Latino 22

Mountain Blend 18

https://www.facebook

.com/Easy96com-

12658

6

instant coffee 6

User Posts

0

5

10

15

20

25

30

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

Nescafe USA responded to 39 conversations generated by the 100 Posts fans published.

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

User Posts - Engagement

Brand Responses Sentiment

39%

61%

Brand Participation Brand Non Participation

23%

5%

72%

Posititve Negative Neutral

Analysis of

NESCAFE USATwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

12,105 288 2.44% United States

NESCAFE USA@NescafeUSA

12K

12K

12K

12K

12K

12K

12K

12K

12K

12K

12K

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

Follower Growth

Total Followers

12,105

New Followers

288

4K

4K

4K

4K

4K

4K

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

Followee Growth

Total Followees

4,142

0 1

0 1 2 3 4 5

#nescafe*

#fairtradechat*

#desayuno*

#sampling*

#thenicebot*

#shakeolgy

#goodmorning*

#iot*

#cafeconcanela

#tortillaespanola*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

0.5

1

1.5

2

2.5

3

3.5

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

nescafe fairtradechat desayuno sampling thenicebot

Spread of Hashtags by day

Average Response Rate : 37.04%

0

0.5

1

1.5

2

2.5

3

3.5

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 : 16 hours 20 minutes

0

500

1000

1500

2000

2500

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

1

2

3

4

5

6

7

8

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

2

4

6

8

10

12

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

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 Mentions: 27

-1

0

1

1

2

2

3

3

4

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

The NiceBot 9,678 1

4seritliyazar 6,595 1

Fairtrade America 5,951 1

Dream Team 4,059 1

Jpus Brasil 2,976 1

TOP 5 INFLUENCERS

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