Embed Size (px)
Citation preview
Home CareSocial Media ReportJanuary 1st – May 31st, 2017
Table of Contents• Industry Insights
• Leaderboards
• Share of Voice Snapshot
• Audience Size
• Facebook Posts vs. Engagement
• Tweets vs. Engagement
• Instagram Posts vs. Engagement
• Likes & Comments
• Facebook - Reach & Impressions
• Facebook - Organic & Promoted Posts
• Top Campaigns on Facebook
• Top Campaigns on Twitter
• Hashtags (Twitter & Instagram)
• Customer Service (Reply Time & Response Rate)
• Timing Analysis
• Most Engaging Content
• Key Takeaways
Brands analyzed in this report include: Method, Air Wick, Bounty, Dawn, Downy, Febreze, Glade, Scrubbing Bubbles,
The Honest Company, Tide, Windex, Ziploc.
Industry Insights
• With a growth rate of 4.9%, Windex enjoyed the highest fan growth rate on Facebook.
• Taking just 10hrs, 15mins, 6secs on average, Bounty replied the fastest to customers' Tweets.
• With a Growth Rate of 18%, Method enjoyed the highest follower growth rate on Twitter.
• With 294 Posts, The Honest Company published the most number of Posts on Instagram.
• With a Growth Rate of 24%, Febreze enjoyed the highest follower growth rate on Instagram.
• The average length of a YouTube video by a Home Care company was 1min, 31secs.
• With a growth rate of 17%, The Honest Company added Pins at the highest rate on Pinterest.
Leaderboards
Network
Highest Audience
Size
Tide
(4,020,943)
Tide
(182,565)
The Honest Company
(714,394)
Highest
Growth
Windex
(5.02%)
Method
(17.88%)
Febreze
(23.66%)
Highest
Engagement
Windex
(992)
Tide
(825)
Febreze
(351)
Share Of Voice Snapshot
Network
Most Number of
Posts
The Honest Company
(180)
The Honest Company
(376)
The Honest Company
(294)
Most Number of
Likes
Febreze
(205,747)
Tide
(9,261)
The Honest Company
(1,155,191)
Most Number of
Comments
Febreze
(20,152)
Tide
(371)
The Honest Company
(23,836)
0.00MM 0.50MM 1.00MM 1.50MM 2.00MM 2.50MM 3.00MM 3.50MM 4.00MM 4.50MM
Tide
Glade
Febreze
The Honest Company
Downy
Bounty
Air Wick
Dawn
Scrubbing Bubbles
Method
Windex
Instagram Twitter Facebook
Audience SizeTide had the largest audience size on Facebook with 4,020,943 fans and on Twitter as well with 182,565
followers. Most home care brands were relatively dormant on Instagram where The Honest Company
performed the best with 714,394 followers.
0 200 400 600 800 1,000
Windex
Scrubbing Bubbles
Febreze
Method
The Honest Company
Glade
Air Wick
Tide
Dawn
Downy
Number of Facebook Posts Engagement
Facebook Posts vs. EngagementWindex had the highest engagement (992) even though they had only 15 Posts. Bounty, which had 26
Posts, had the lowest engagement (11). The Honest Company published the most Facebook Posts (180)
but only had an engagement of 325.
0 100 200 300 400 500 600 700 800 900
Tide
Febreze
Downy
Method
Scrubbing Bubbles
The Honest Company
Bounty
Dawn
Number of Tweets Engagement
Tweets vs. Engagement
Tide had the best engagement (825) with a total of 15 Tweets whereas Dawn had the lowest engagement (47)
even though they had 22 Tweets. The Honest Company was the most active on Twitter with 376 Tweets but had
a low engagement of 86.
0 50 100 150 200 250 300 350 400
Febreze
The Honest Company
Method
Downy
Number of Instagram Posts Engagement
Instagram Posts vs. EngagementFebreze had the highest engagement (351), posting only 8 times. Like other platforms, The Honest Company
had the most Posts (294) but a lower engagement of 266.
Total Likes
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000
Febreze
Method
The Honest Company
Glade
Windex
Tide
Dawn
Air Wick
Scrubbing Bubbles
Downy
Instagram Twitter Facebook
Febreze had the most number of likes on Facebook (205,747). Tide had the most likes on Twitter (9,261).
The Honest Company, which is one of the few active Instagram users in this category, had 1,115,191 likes.
Method, which is also active on Instagram, received 33,228 likes on this platform.
Total Comments
0 5,000 10,000 15,000 20,000 25,000 30,000
Febreze
The Honest Company
Windex
Method
Glade
Dawn
Tide
Scrubbing Bubbles
Air Wick
Downy
Instagram Twitter Facebook
Febreze had the most comments on Facebook (20,152) and Bounty had the least (81). Tide had the most
replies on Twitter. (371). The Honest Company was one of the most active companies on Instagram and
received the most comments (23,836).
0MM 10MM 20MM 30MM 40MM 50MM
Ziploc
Febreze
The Honest Company
Method home
Glade
Windex
Lysol
Dawn
Tide
Air Wick
Reach Impressions
Facebook - Reach & ImpressionsZiploc had the highest estimated Reach and Impressions (25,041,935 & 41,551,955 respectively).
0 20 40 60 80 100 120 140 160 180
Method
Windex
Glade
The Honest Company
Lysol
Ziploc
Tide
Febreze
Air Wick
Dawn
Downy
Scrubbing Bubbles
Bounty
Organic Promoted
Facebook - Organic & Promoted PostsThe Honest Company had the most Posts and a majority of them were organic whereas Air Wick, which had the
least Facebook Posts, promoted all of them.
555
379
21
5
3
3
0 100 200 300 400 500 600
Tide Loads of Hope 2017 (Tide)
#SB51 (Tide)
#CribsieAwards (The Honest Company)
Number of Facebook Posts Engagement
Facebook CampaignsTide’s “Loads of Hope” and “Super Bowl 51” campaigns had the best engagement (379 and 555 respectively).
The Honest Company’s Cribsie Awards campaign promoted an event they sponsored and only got an
engagement of 21. The Loads of Hope campaign by Tide offered to do free laundry in specific locations.
963
301
57
4
3
5
0 100 200 300 400 500 600 700 800 900 1,000
#SB51 (Tide)
#CleanPledge (Tide)
#CribsieAwards (The Honest Company)
Number of Tweets Engagement
Twitter CampaignsThe top two Twitter campaigns were also from Tide. The most engaging campaign was around Super Bowl 51
(963). The Clean Pledge campaign which was aimed at making donations to the WWF had the second best
engagement (301). The Honest Company were campaigning for the Cribsie Awards on Twitter as well.
0 10 20 30 40 50
#bathroombreak (Febreze )
#methodle (Method)
#honestmoments (The Honest Company)
#quickerpickerupper (Bounty)
#springin2spring (Dawn)
#scrubbingbubbles (Scrubbing Bubbles)
#fabricconditioner (Downy)
Number of tweets
Twitter HashtagsFebreze’s #bathroombreak hashtag performed the best (39 Tweets). This hashtag was used as an ad, to
talk about the halftime bathroom break.
44
35
5
1
0 10 20 30 40 50
#fearnomess (Method)
#honestmoments (The Honest Company)
#sb51 (Febreze)
#fashionscents (Downy)
Number of Instagram Posts
Instagram HashtagsMethod posted the most using their hashtag #fearnomess (44) while Downy only used their hashtag once.
Method used the hashtag #fearnomess to publicize their cleaning products on Instagram.
Most Engaging Day of the Week Snapshot
Network
Method Friday Friday Saturday
Bounty Monday Thursday N/A
Dawn Thursday Thursday N/A
Downy Thursday Thursday Tuesday
Febreze Sunday Monday Sunday
Scrubbing Bubbles Thursday Friday N/A
The Honest Company Wednesday Sunday Sunday
Tide Sunday Sunday N/A
N/A - Brands have not been active during the time period or do not have a presence on the platform.
Most Engaging Time of the Day Snapshot
Network
Method 1 PM-2 PM 6 PM-9 PM 1 PM-2 PM
Bounty 5 AM-6 AM 12 PM-3 PM N/A
Dawn 10 AM-11 AM 9 AM-12 PM N/A
Downy 12 PM-1 PM 3 PM-6 PM 2 PM-3 PM
Febreze 12 AM-1 AM 6 PM-9 PM 5 PM-6 PM
Scrubbing Bubbles 7 AM-8 AM 12 PM-3 PM N/A
The Honest Company 8 PM-9 PM 9 AM-12 PM 8 PM-9 PM
Tide 8 PM-9 PM 6 PM-9 PM N/A
N/A - Brands have not been active during the time period or do not have a presence on the platform.
Customer Service –Reply Time (in minutes)
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
Bounty
Dawn
Scrubbing Bubbles
Method
Tide
Air Wick
Glade
Febreze
The Honest Company
Windex
Reply Time on Twitter Reply Time on Facebook
Bounty had the fastest reply time on Facebook (7 hours 42 minutes) and Twitter (10 hours 15 minutes).
Windex had the longest reply time (35 hours and 45 minutes on Facebook and 62 hours and 56 minutes on
Twitter).
Customer Service –Response Rate
0% 20% 40% 60% 80% 100%
Method
Scrubbing Bubbles
Dawn
The Honest Company
Glade
Windex
Bounty
Febreze
Tide
Downy
Response Rate on Twitter Response Rate on Facebook
On Facebook, Windex replied to all user Posts (100% response rate), but they had only 15 Posts to reply to. The
Honest Company had the lowest response rate (9%) but had 180 Posts to reply to. Method had the best
response rate on Twitter (34%) while Febreze, Tide and Downy were the least responsive (all had a 1% response
rate).
Most Engaging Facebook PostsWindex
23-MAY-17, TUE 8:00AM
Reach every last smudge with a spritz of
teamwork.
ENGMT. LIKES COMMENTS SHARES
1,000 7,347 1,413 1,204
Febreze
02-APR-17, SUN 12:01AM
Ah, the cozy couch: It’s where everyone
lounges—and Bingo wiggles. Clean away
the family funk with N ..
Windex
21-MAR-17, TUE 1:47PM
Windex® Outdoor Cleaner for the win!
ENGMT. LIKES COMMENTS SHARES
1,000 71,003 5,754 8,778
ENGMT. LIKES COMMENTS SHARES
1,000 6,720 816 1,305
No stain deserves fame. Stains deserve
Tide, America’s #1 detergent.
@TerryBradshaw #BradshawStain ..
05-Feb-17, Sun 07:29PM
ENGMT. FAV. REPLIES RETWEETS
1,000 5,244 151 1,204
Most Engaging Tweets
After two quarters of…will your be ready for
the Halftime #BathroomBreak?
#SB51 https://t.c..
Tide Loads of Hope is here to wash your
clothes for free. 9am-5pm at
Walmart Supercenter (5901 US 4..
30-Jan-17, Mon 08:01PM
ENGMT. FAV. REPLIES RETWEETS
1,000 2,411 45 885
24-Jan-17, Tue 04:08PM
ENGMT. FAV. REPLIES RETWEETS
986 679 29 599
Tide Febreze Tide
We’re gearing up for summer with a
giveaway! Here’s what you need to
do to enter for a chance to wi..
25-May-17, Thu 08:00PM
ENGMT. LIKES COMMENTS FILTER
773 5,476 3,190 Normal
Most Engaging Instagram Posts
Guilty.
18-May-17, Thu 08:14PM
ENGMT. LIKES COMMENTS FILTER
759 18,726 352 Normal
19-Mar-17, Sun 08:52PM
ENGMT. LIKES COMMENTS FILTER
742 17,022 386 Normal
The Honest Company The Honest Company The Honest Company
Based on the amount of laundry we have to
do, we’re going to assume there are
people living here we..
Key Takeaways
• Home Care brands had 2x times more engagement on Facebook than Instagram and Twitter.
• Home Care companies promoted 22% of their Facebook Posts in the given time period.
• Hashtags and campaigns involving the Super Bowl had the best engagement.
• Companies that were more active promoted fewer Posts on Facebook.
