h&m social media analysis q4 2015

H&M(Hennes & Mauritz)

on Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of H&M FB

Hennes & Mauritz: Social Media Report

This report looks at how

Hennes & Mauritzperformed on social media between

October 1st – December 31st, 2015

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Analysis of

H&MFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

2,548,685 39,680 1.58%United

States

H&M

Engagement Score Total Fan Posts

45 1,671

Total Posts Brand Response Rate

129 17.06%

Total Likes Avg. Reply Time

34,035 4 hrs, 55 mins

Total Comments General Sentiment

3,573 Neutral

Total Shares

2,595

Most Engaging Content Type

Brand News

Least Engaging Content Type

Contest

Most Prolific Content Type

Brand News

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

2,480K

2,490K

2,500K

2,510K

2,520K

2,530K

2,540K

2,550K

2,560K

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

Fan Growth

Total Fans

2,548,685

New Fans

39,680

Engagement

0

250

H&M had an average engagement score of 45 and a highest of 143.

Community Analysis

H&M fans are largely from United States followed by Mexico.

Distribution of Fans

0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K

United States

Mexico

France

China

Iran

Philippines

Germany

Italy

United Kingdom

0

1

2

3

4

5

6

7

8

9


Brand Posts

Top keywords used Frequency

line 40

300 39

first 39

Thursday 32

Grand Opening 32

44%

56%

Brand Participation Brand Non Participation

84%

6%

10%

Posititve Negative Neutral

Brand Posts - Engagement

H&M responded to 57 conversations generated by the 129 Posts they published.

H&M 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 6:00AM

Come celebrate our Grand Opening at North Riverside Park Mall with us on Friday, December 11th! Be o ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

396 4,083 337 95 Positive

15-OCT-15, THU 9:00AM

You're invited to our Grand Opening celebration at North Star Mall on Thursday, October 22nd! We hav ..

15-OCT-15, THU 9:00AM

Come celebrate our Grand Opening at Ridgmar Mall with us on Thursday, October 22nd! Be one of the fi ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

287 1,604 260 155 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

235 869 298 118 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/1500573333514248/posts/1669759899928923



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100 120 140

0 10 20 30 40 50 60

Videos

Photos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 10 20 30 40 50 60

0 20 40 60 80 100

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

H&M 1024

store 276

post 247

new 238

items 120

User Posts

0

20

40

60

80

100

120

140

160

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

H&M responded to 285 conversations generated by the 1,671 Posts fans published.

H&M appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

17%

83%

Brand Participation Brand Non Participation

29%

14%

57%

Posititve Negative Neutral

Most of H&M posts were around 'Product Updates', and posts around 'Brand News' received the highest engagement.

Content Intel

0 10 20 30 40 50 60 70

0 20 40 60 80 100 120

Brand News

Others

Event

Product Updates

Corporate Social…

Ad Campaigns

Photos

Deals/Offers

Occasion specific deals

Contest

Question to fans

Facebook App

Engagement Oriented…

Number of Posts

Engagement Score


In H&M Posts about General Happenings, the category Festival/Greetings received the highest engagement.

Content Intel

About General Happenings

0 1 2 3 4

0 2 4 6 8 10 12 14 16 18 20

On Social Media

On Sports

Others

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4 5

0 10 20 30 40 50 60 70 80

#SelectedbyBeckham

#HMFALLINLOVE

#HMCloseTheLoop

Number of Posts

Engagement Score


This is the performance of a selection of H&M campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

H&M USATwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

500,149 23,960 5.03% United States

H&M USA@hmusa

Engagement Score

321

Total Proactive Tweets

491

Retweets Total

38

Replies Total

8

Favorites Total

75,755

Total Mention

8,308

Total Retweets

58,366

Response Rate (%)

0.08%

Average Reply Time (mins)

695

Most Engaging

#BlackFriday (BF)

Most Recent

#HMHalloween

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

460K

465K

470K

475K

480K

485K

490K

495K

500K

505K


Follower Growth

Total Followers

500,149

New Followers

23,960

1K

1K

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

905

New Followees

23

Engagement

0

250

500

750

1,000

1,250

H&M USA had an average engagement score of 321 and a highest of 998.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

491 38

Can we agree @CameronDallas is winning holiday style in his #HM

shirt & matching accessory? https:/..

24-Dec-15, Thu 07:01PM

ENGMT. FAV. REPLIES RETWEETS

1,000 16,557 187 5,304

Top Engaging Tweets

Win a holiday trip for 2 to NYC + a $1,000 H&M spree! Follow & RT

to enter. https://t.co/N0QCaJvWHn..

We heard a lot of you wanted a beanie, so we're giving exclusive ones away! Follow & RT to enter. #..

13-Nov-15, Fri 09:00AM


1,000 2,472 290 5,930

07-Nov-15, Sat 03:01PM


1,000 606 96 2,633

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/hmusa/status/680176396208095234



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

0 100 200 300 400 500 600

0 50 100 150 200 250 300 350 400 450

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 90

0 2000 4000 6000 8000 10000 12000 14000 16000 18000

#hmbalmaination*

#hmbalmaincontest

#hmholidaypromo

#holidaypromo*

#nyc*

#hmlife*

#happyandmerry*

#hm*

#blackfriday*

#hmgrandopening*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

1000

2000

3000

4000

5000

6000

7000

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

hmbalmaination hmbalmaincontest hmholidaypromo holidaypromo nyc

Spread of Hashtags by day

0 200 400 600 800 1000 1200

#hmlife*

#holidaypromo*

#hmbalmaincontest

#blackfriday*

#hmbalmaination*

#hmgrandopening*

#nyc*

#happyandmerry*

#hm*

#hmholidaypromo

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.08%

0

100

200

300

400

500

600

700

800

900

1000

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 : 11 hours 35 minutes

0

500

1000

1500

2000

2500

3000

3500

4000

4500

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

500

1000

1500

2000

2500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

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 : 58,366

-2,000

-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 8,308

-100

0

100

200

300

400

500

600

700

800

900

1,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

AshleyTisdaleFrench 13,070,059 1

Twitter Music 10,876,145 1

H&M 7,609,780 5

T-Raww 7,022,751 1

Cameron Dallas 6,525,143 1

TOP 5 INFLUENCERS

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It took minutes to create.

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