johnnie walker social media analysis q4 2015

Johnnie Walkeron Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Johnnie Walker Twitter

Johnnie Walker: Social Media Report

This report looks at how

Johnnie Walker USAperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Johnnie Walker USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

401,005 48,791 13.85% United States

Johnnie Walker USA

Engagement Score Total Fan Posts

739 269

Total Posts Brand Response Rate

17 2.60%

Total Likes Avg. Reply Time

10,550 4 days, 5 hrs, 18 mins

Total Comments General Sentiment

758 Positive

Total Shares

5,114

BRAND POSTS FAN POSTS

Brand Overview

320K

330K

340K

350K

360K

370K

380K

390K

400K

410K

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

Fan Growth

Total Fans

401,005

New Fans

48,791

Engagement

0

250

500

750

1,000

1,250

Johnnie Walker USA had an average engagement score of 739 and a highest of 999.

Community Analysis

Johnnie Walker USA fans are largely from United States followed by Mexico.

Distribution of Fans

0K 50K 100K 150K 200K 250K 300K 350K 400K 450K

United States

Mexico

Puerto Rico

Brazil

Philippines

Indonesia

Thailand

India

Dominican Republic

0

1

1

2

2

3

3

4

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

Brand Posts

Top keywords used Frequency

joy 9

Johnnie Walker Red

Label

4

Gentleman’s Wager II 3

Jude Law 2

Giancarlo Giannini 2

Brand Posts - Analysis

Brand Post Types Days of the week

0 2 4 6 8 10 12

0 200 400 600 800 1,000 1,200

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 2 4 6 8

0 200 400 600 800 1,000 1,200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

Johnnie Walker 241

two film students 38

ad campaign 30

great job 29

two short films 27

User Posts

0

10

20

30

40

50

60

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

Johnnie Walker USA responded to 7 conversations generated

by the 269 Posts fans published.

Johnnie Walker USA appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

3%

97%

Brand Participation Brand Non Participation

69%1%

30%

Posititve Negative Neutral

Campaign Intel

0 1 2 3

0 200 400 600 800 1000 1200

#DrinkResponsibly

#Oscar

Johnnie Walker Black Label

Number of Posts

Engagement Score

Engagement Score Number of Posts

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

by Unmetric and are not restricted to the time period analyzed

Analysis of

Johnnie WalkerTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

27,063 958 3.67% United States

Johnnie Walker@JohnnieWalkerUS

Engagement Score

196

Total Proactive Tweets

27

Retweets Total

7

Favorites Total

245

Total Mention

1,092

Total Retweets

172

BRAND TWEETS USER TWEETS

Brand Overview

26K

26K

26K

26K

26K

27K

27K

27K

27K

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

Follower Growth

Total Followers

27,063

New Followers

958

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

128

Engagement

0

250

500

Johnnie Walker had an average engagement score of 196 and a highest of 433.

0

5

10

15

20

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

Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

27 7

Congratulations, keep that bottle of Blue

Label next to your Hall of Fame

jacket, @JeromeBettis36! ..

01-Oct-15, Thu 08:46PM

ENGMT. FAV. REPLIES RETWEETS

433 34 0 16

Top Engaging Tweets

Ruben Tejada shows his gratitude for a

season that's been one for the

books so far.

https://t.co/V..

Stick to this formula, and you’ll make

success look easy.

https://t.co/sVkLxeuB0C

22-Oct-15, Thu 05:34oPM

ENGMT. FAV. REPLIES RETWEETS

427 22 2 16

26-Oct-15, Mon 04:00PM

ENGMT. FAV. REPLIES RETWEETS

407 15 3 15

NO IMAGE NO IMAGE NO IMAGE

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

0 5 10 15 20 25 30

0 50 100 150 200 250

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 1 2

0 20 40 60 80 100 120

#blacklabel*

#scotch*

#keepwalking*

#jwtastingtable*

#bgb2015*

#whisky*

#whiskey*

#doubleblack*

#johnniewalker*

#bluelabel*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5

10

15

20

25

30

35

40

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

blacklabel scotch keepwalking jwtastingtable bgb2015

Spread of Hashtags by day

0 20 40 60 80 100 120 140 160 180

#keepwalking*

#whiskey*

#bluelabel*

#jwtastingtable*

#scotch*

#whisky*

#doubleblack*

#johnniewalker*

#blacklabel*

#bgb2015*

Engagement Score

Hashtags - Engagement

0

50

100

150

200

250

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

20

40

60

80

100

120

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 : 172

-5

0

5

10

15

20

25

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: 1,092

-10

0

10

20

30

40

50

60

70

80

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

Ricky Gervais 10,968,982 1

Fast Company 2,044,577 1

Terrence J 1,896,530 1

Chord Overstreet 1,287,075 1

Alejandro Bedoya 212,621 1

TOP 5 INFLUENCERS

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