social media report - big box retail brands july 2016

Top Big Box Retail Brands on Social Media

July 1st – July 31st 2016

Big Box Retail Brands: Social Media Report

This Report looks at how

Big Box Retail Brands performed on Social Media between

July 1st – July 31st, 2016

Comparison of

“Big Box Retail“

(Back to School) Facebook Pages Jul 01, 2016 - Jul 31, 2016

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Walmart had the largest fan base of 32,683,356 while Office Depot showed the highest fan growth of 1.44%.

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K 35,000K

Gro

wth

%

Number of Fans

Macy's Kohl's Target OfficeMax Walmart Best Buy Staples Office Depot

Fans

Fans - Geography

Office Depot had the highest PTAT of 1.55% as a percentage of its average number of Fans during this time period.

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K 35,000K

Pe

op

le t

alk

ing a

bo

ut (a

s %

of

Fa

ns)

Average Number of Fans

Macy's Kohl's Target OfficeMax Walmart Best Buy Staples Office Depot

Conversations

Office Depot published the greatest number of posts (30). Office Depot had the highest average engagement, with a score of

634.

0 5 10 15 20 25 30 35

0 100 200 300 400 500 600 700

Macy's

Kohl's

Target

Walmart

Best Buy

Staples

Office Depot

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Macy's received the most number of Likes (108,129), Walmart got the most number of Comments (7,811) and Kohl's had the

most number of Shares (13,073).

0K 20K 40K 60K 80K 100K 120K

Macy's

Kohl's

OfficeMax

Target

Walmart

Best Buy

Staples

Office Depot

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand Posts Office Depot

29-JUL-16, FRI 3:00PM

Let’s recycle! Bring your old, used binders to

Office Depot® OfficeMax® for instant dollars

off your ..

ENGMT. LIKES COMMENTS SHARES SENTIMENT

999 9,122 260 3,437 Positive

Office Depot

19-JUL-16, TUE 9:00AM

Teachers know all too well the importance

of preparation. #GearUpForSchool

Staples

10-JUL-16, SUN 12:00PM

When #SchoolHappens, which is your go-

to: Crayola Sharpie Paper Mate All of the

above?


989 4,937 712 2,048 Positive


940 14,914 414 738 Positive

http://www.facebook.com/61494007098/posts/10153861934227099


















Most Engaging Brand Posts Office Depot

30-JUL-16, SAT 12:00PM

We appreciate teachers and all they do! Stop

in until August 2nd for a FREE VIP card worth

20% off s ..


915 3,931 248 1,076 Positive

Office Depot

15-JUL-16, FRI 12:00PM

For those of us lucky enough to have

Summer Fridays, planning with TUL® is a

must. #GearUpForGreat

Staples

09-JUL-16, SAT 12:00PM

You could win a $50K scholarship plus a trip to

meet Katy Perry #StaplesforStudents

Learn More: h ..


869 10,006 114 250 Positive


869 2,245 678 1,198 Positive



















Target's Facebook Page saw the highest number of Fan posts (4,755).

0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000

Macy's

Kohl's

Target

Walmart

Best Buy

Staples

Office Depot

Number of Fan Posts

Fan Posts

Best Buy received the highest percentage of Positive Sentiment (47.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Macy's

Kohl's

Target

Walmart

Best Buy

Staples

Office Depot

Negative Neutral Positive

Sentiment Analysis

Best Buy responded to the highest percentage of Fan posts (77.67%).

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10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

0 200 400 600 800 1000 1200 1400 1600

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)

Macy's Kohl's Target Walmart Best Buy Staples Office Depot

Brand Responses

Office Depot published the most with 30 posts.

31%

2%

12%

24%

5%

19%

7%

0%

Office Depot Target Kohl's Staples Best Buy Macy's Walmart OfficeMax

Share Of Voice – Volume of Posts

Macy's received the largest volume of Likes (108,129).

25%

1%

13%

12%

0%

33%

16%

0%


Share Of Voice – Likes

Walmart received the largest volume of Comments (7,811).

12%

8%

8%

26%

3%

7%

36%

0%


Share Of Voice – Comments

Kohl's received the largest volume of Shares (13,073).

27%

1%

35%

10%

0%

10%

17%

0%


Share Of Voice – Shares

Office Depot had the most Promoted Posts, while Macy's had the most Organic Posts.

Promoted/Organic: Volume of Brand Posts

Office Depot's Promoted Posts had the highest engagement, while Kohl's had the highest engaging Organic Posts.

Promoted/Organic: Engagement

Office Depot published the highest number of Promoted Posts while Walmart saw the biggest surge in engagement.

Promoted/Organic: Effect on Engagement

During this time period, #FightHunger 2016 was the most engaging run by Walmart. Target published the most (8) in its Deal

Days of Summer campaign.

0 1 2 3 4 5 6 7 8 9

0 100 200 300 400 500 600 700 800 900

#macyslove(Macy's)

#MakeMothersDay(Kohl's)

Deal Days of

Summer(Target)

#FightHunger

2016(Walmart)

#CES2016(Best Buy)

Black Friday deals(Staples)

Black Friday 2014(Office

Depot)

Number of Posts

Engagement Score


Campaign Comparison





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Analysis of

Kohl's Facebook Page

Jul 01, 2016 - Jul 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

11,566,854 3,883 .03% United

States

Mostly Older, Female and

Attached.

Kohl's

Engagement Score Total Fan Posts

287 675

Total Posts Brand Response Rate

12 68.89%

Total Likes Avg. Reply Time

42,693 4 hrs, 11 mins

Total Comments General Sentiment

1,678 Neutral

Total Shares

13,073

Most Engaging Campaign

#everydayawesome

Most Recent Campaign

Jennifer Lopez collection

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

11,561K

11,562K

11,563K

11,564K

11,565K

11,566K

11,567K

11,568K

1-Jul 8-Jul 15-Jul 22-Jul 29-Jul

Fan Growth

Total Fans

11,566,854

New Fans

3,883

Engagement

0

250

500

750

1,000

1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul

Kohl's had an average engagement score of 287 and a highest of 864.

Community Analysis

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

Fan Demographics Distribution of Fans

15%

85%

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 5,000K 10,000K 15,000K

United States

Mexico

Canada

Egypt

Puerto Rico

India

Philippines

United Kingdom

Pakistan

Belgium

0

1

1

2

2

3


Brand Posts

Top keywords used Frequency

friends 2

family 2

BigPlans 2

One perfect summer

shirt

2

good grades 1

83%

17%

Brand Participation Brand Non Participation

91%

0% 9%

Posititve Negative Neutral

Brand Posts - Engagement

Kohl's responded to 10 conversations generated by the 12 Posts

they published.

Kohl's receives more positive than negative vibes from comments

on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

01-JUL-16, FRI 1:10PM

Light, healthy and easy—your search for the

perfect summer salad ends here. Get the

recipe: http:// ..


864 6,254 580 7,991 Positive

16-JUL-16, SAT 4:00PM

You'll be a peach if you make these

cupcakes for your next summer cookout. Try

it at home: http://oa ..

16-JUL-16, SAT 3:00PM

They’ve got good style. Now it’s time to get

good grades.


677 3,609 462 4,468 Positive


357 17,465 121 165 Positive

NO IMAGE NO IMAGE NO IMAGE



















Brand Posts - Analysis

Brand Post Types Days of the week

0 2 4 6 8

0 100 200 300 400

Links

Videos

Photos

Plain Text

Polls

Number of Posts

Engagement Score


0 1 2 3 4

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

store 136

customer service 130

order 113

time 98

items 94

User Posts

0

5

10

15

20

25

30

35

40

45

50

1-J

ul

2-J

ul

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Positive Neutral Negative

Kohl's responded to 465 conversations generated by the 675

Posts fans published.

Kohl's appears to participate more when Fan conversations have

greater negative vibes than positive.

User Posts - Engagement

Brand Responses Sentiment

69%

31%


23%

23%

54%


Campaign Intel – 3 most recent campaigns

Entire Campaign

0 1 2 3 4 5 6

0 20 40 60 80 100 120 140 160 180

#MakeMothersDay

#Cap75AtKohls

#MustREEDxKohls

Number of Posts

Engagement Score


Take a look at the latest campaigns run by Walmart (not restricted to the period studied).

Analysis of

Office Depot Facebook Page

Jul 01, 2016 - Jul 31, 2016

Brand Overview


1,031,782 14,695 1.44% United

States

Mostly Older, Male and

Attached.

Office Depot


634 186


30 56.45%


83,105 1 day, 9 mins


2,480 Neutral

Total Shares

9,815


Cyber Monday 2014


Cyber Monday 2014


Brand Overview

CONTENT & CAMPAIGNS

1,005K

1,010K

1,015K

1,020K

1,025K

1,030K

1,035K

1-Jul 3-Jul 5-Jul 7-Jul 9-Jul 11-

Jul

13-

Jul

15-

Jul

17-

Jul

19-

Jul

21-

Jul

23-

Jul

25-

Jul

27-

Jul

29-

Jul

31-

Jul

Fan Growth

Total Fans

1,031,782

New Fans

14,695

Engagement

0

250

500

750

1,000

1,250


Office Depot had an average engagement score of 634 and a highest of 999.

Community Analysis

Office Depot fans are mostly Older, Male and Attached. Office Depot fans are largely from United States followed by

Mexico.


51%

49%

male female

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 200K 400K 600K 800K 1,000K

United States

Mexico

Puerto Rico

United Kingdom

Canada

Philippines

Italy

Spain

Pakistan

0

1

1

2

2

3


Brand Posts


GearUpForGreat 19

school 5

team 3

Teachers 2

Let’s 2

83%

17%


97%

0%

3%


Brand Posts - Engagement

Office Depot responded to 25 conversations generated by the 30

Posts they published.

Office Depot receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts


29-JUL-16, FRI 3:00PM

Let’s recycle! Bring your old, used binders to

Office Depot® OfficeMax® for instant dollars

off your ..


999 9,122 260 3,437 Positive

19-JUL-16, TUE 9:00AM

Teachers know all too well the importance of

preparation. #GearUpForSchool

30-JUL-16, SAT 12:00PM

We appreciate teachers and all they do!

Stop in until August 2nd for a FREE VIP

card worth 20% off s ..


989 4,937 712 2,048 Positive


915 3,931 248 1,076 Positive

NO IMAGE NO IMAGE





















0 2 4 6 8 10 12 14

0 200 400 600 800

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 1 2 3 4 5 6

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Office Depot 80

store 68

sale 31

day 28

year 24

User Posts

0

2

4

6

8

10

12

14

16

1-J

ul

2-J

ul

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Office Depot responded to 105 conversations generated by the

186 Posts fans published.

Office Depot appears to participate more when Fan conversations

have greater positive vibes than negative.



56%

44%


36%

27%

37%


Campaign Intel – Most recent campaigns

Entire Campaign

0 1 2 3 4 5 6 7

0 50 100 150 200 250 300

Black Friday 2014

Cyber Monday 2014

Number of Posts

Engagement Score



Analysis of

Walmart Facebook Page

Jul 01, 2016 - Jul 31, 2016

Brand Overview


32,683,356 13,527 .04% United

States

Mostly Older, Female and

Attached.

Walmart


194 3,597


7 48.04%


54,603 16 hrs, 58 mins


7,812 Neutral

Total Shares

6,153

Most Engaging Content Type

Engagement Oriented Posts

Least Engaging Content Type

Brand News

Most Prolific Content Type



#FightHunger 2016


Mother's Day


Brand Overview

CONTENT & CAMPAIGNS

32,660K

32,665K

32,670K

32,675K

32,680K

32,685K


Fan Growth

Total Fans

32,683,356

New Fans

13,527

Engagement

0

250

500

750

1,000


Walmart had an average engagement score of 194 and a highest of 734.

Community Analysis

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


36%

64%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 10,000K 20,000K 30,000K 40,000K

United States

Mexico

Puerto Rico

Canada

India

Brazil

Iran

Philippines

United Kingdom

Bahamas

0

1

1

2

2

3


Brand Posts


Save money 2

items 2

stylish back 1

Encuéntralos 1

more info 1


15-JUL-16, FRI 4:59PM

Catch some great deals on plush Pokémon

toys and tell us what Pokémon you've found

in our stores. #P ..


734 47,950 6,511 5,553 Positive

12-JUL-16, TUE 6:08PM

Save money on all the stylish back-to-school

accessories, like 2-pocket Character

Backpacks.

27-JUL-16, WED 5:31PM

With everyday low prices on boys' apparel,

your kid can get in character just in time for

school.


46 1,593 382 132 Positive


39 1,421 285 124 Positive

NO IMAGE NO IMAGE NO IMAGE





















0 1 2 3 4 5 6

0 100 200 300 400 500 600

Videos

Photos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 1 2 3 4

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Walmart 1911

time 562

items 367

today 362

customer service 353

User Posts

0

20

40

60

80

100

120

140

160

180

1-J

ul

2-J

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Walmart responded to 1,728 conversations generated by the

3,597 Posts fans published.

Walmart appears to participate more when Fan conversations

have greater positive vibes than negative.



48%

52%


23%

22%

55%


Most of Walmart posts were around 'Engagement Oriented Posts', and posts around 'Engagement Oriented Posts' received the

highest engagement.

Content Intel

0 1 2 3

0 100 200 300 400 500 600

Brand News

Ad Campaigns


Number of Posts

Engagement Score


Campaign Intel

Entire Campaign

0 1 2 3 4 5 6

0 100 200 300 400 500 600 700 800 900

#FightHunger 2016

Easter 2016

#SinfulKingKylie

Number of Posts

Engagement Score







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