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An analysis of the social media audiences of 4 of the UK's top supermarket brands.
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PiQ Audience Report: UK Supermarkets
About PiQ
Social Media Listening
Poor people insight
CRM Customer
interactions only
PiQ is built on four foundations: 1. Target audiences not keywords to track customers 24x7 2. Realtime trend detection with audiences without prior knowledge required
3. Identify influencers within relevant audiences
4. Deep content analytics at users fingertips
Market Research
Slow, not addressable
PiQ is a simple way to action customer audiences in real-time
.com www.
Supermarket Gender Demographics
0
10
20
30
40
50
60
70
80
Asda Morrisons Sainsburys Tesco
Percen
tage
Male
Female
@Tesco has the highest percentage of Male followers, but women are more likely to follow a supermarket’s account.!
Influencer Analysis!
0!5!
10!15!20!25!30!35!40!
Number of Celebrities!
9M!
22M!
11M!
14M!
0!
500!
1000!
1500!
2000!
Number of Power Users!
0!5000!
10000!15000!20000!25000!
Number of Active Users!
0!20000!40000!60000!80000!
100000!120000!
Number of Casual Users!
8M!3M!
17M! 13M!
7M!
4M!
1M!
6M!4M!
1M!
5M!
4M!
Potential!Reach!
Follower Influence Analysis – Human Followers
77.40%
22.60%
Tesco
79.60%
20.40%
Asda
77.40%
22.60%
Sainsburys
81.50%
18.50%
Morrisons
Human Corporate
Celebrity followers!
Ant & Dec 90!
Lord Sugar 93!
David Walliams 88!
Louise Pentland 88!
Nic Haste 80!
Mary Murphy 79!
Kevin Healey 82! Karen Woodham
76!
Luke Hemmings 94!
Boy George 86!
Calum Hood 94!
Joey Essex 90!
Professor Green 90!
Amy Childs 88!
John Prescott 84!
Tom Watson 84!
Sam Bailey 83!
David Walliams 88!
Lord Sugar 93!
David Walliams 88!
@Asda Top Power Users!What’s a Power User?
A power user is a very active tweeter who creates a lot of engagement and is sought out for their opinion.
They are not famous ‘celebrities’ but have a high level of influence.
CPI
CPI is the community PeerIndex score. This is a person’s influence within the community only
MORE
People who are particularly influential among your audience but not celebrities can make excellent advocates on social media.
CPI PI Fllwrs Bio
Emily Leary @AMummyToo
90 66 14K Food and lifestyle writer/presenter. Recipe developer. Photographer of stuff. Lots of other things. And a mummy too. BIBs, MADs, LBP, Candis awards finalist.
Jackie Nicole Allum @BockingsElmBabe
90 61 10K UK lifestyle blogger, product reviewer, fur boy mum, VO artist, ex media. Likes salt and vinegar peanuts, glittery nails, and the smell of popcorn. PR Friendly.
Kerry @OhSoAmelia_blog
86 54 8K Mum to my 2 year old daughter Amelia. Baby #2 due Jan 2015. #Blogger // #PRFriendly // #Parentblogger // Follow us on our journey!
Eileen Teo @etspeaksfrom
86 61 6K #Blogger who love #Gadget #Food #Competition #Review #Fashion #BIBs2014 shortlist Video, PR friendly and managing @LichfieldMC http://goo.gl/JebWs
@Morrisons Top Power Users!What’s a Power User?
A power user is a very active tweeter who creates a lot of engagement and is sought out for their opinion.
They are not famous ‘celebrities’ but have a high level of influence.
CPI
CPI is the community PeerIndex score. This is a person’s influence within the community only
MORE
People who are particularly influential among your audience but not celebrities can make excellent advocates on social media.
CPI PI Fllwrs Bio
Jackie Nicole Allum @BockingsElmBabe
88 61 10K UK lifestyle blogger, product reviewer, fur boy mum, VO artist, ex media. Likes salt and vinegar peanuts, glittery nails, and the smell of popcorn. PR Friendly.
Eileen Teo @etspeaksfrom
85 61 6K #Blogger who love #Gadget #Food #Competition #Review #Fashion #BIBs2014 shortlist Video, PR friendly and managing @LichfieldMC http://goo.gl/JebWs
Chris @V82Chris
84 63 5K 32 year old Brummie Mummy, I love fine wines and fast food, Shoes, Makeup and Dresses! ♥ Check out my blog ♥
Cheryl Pasquier @Cherylp59
84 62 7K Mum of 3 bilingual kids, keen cook, teacher of teens & online reviewer of ... well, pretty much everything really ! Books, toys, food, days out - you name it !
@Sainsburys Top Power Users!What’s a Power User?
A power user is a very active tweeter who creates a lot of engagement and is sought out for their opinion.
They are not famous ‘celebrities’ but have a high level of influence.
CPI
CPI is the community PeerIndex score. This is a person’s influence within the community only
MORE
People who are particularly influential among your audience but not celebrities can make excellent advocates on social media.
CPI PI Fllwrs Bio
Emily Leary @AMummyToo
91 66 14K Food and lifestyle writer/presenter. Recipe developer. Photographer of stuff. Lots of other things. And a mummy too. BIBs, MADs, LBP, Candis awards finalist.
Jackie Nicole Allum @BockingsElmBabe
90 61 10K UK lifestyle blogger, product reviewer, fur boy mum, VO artist, ex media. Likes salt and vinegar peanuts, glittery nails, and the smell of popcorn. PR Friendly.
Fuss Free Helen @FussFreeHelen
89 64 11K Freelance food writer, recipe developer, food stylist, photographer. I like food, cooking and eating. Former financial analyst.
Laura Little Stuff @littlestuff
88 55 10K The Laura half of LittleStuff - the award-winning blog with the best home, family & lifestyle Oooh! stuff for busy parents.
@Tesco Top Power Users!What’s a Power User?
A power user is a very active tweeter who creates a lot of engagement and is sought out for their opinion.
They are not famous ‘celebrities’ but have a high level of influence.
CPI
CPI is the community PeerIndex score. This is a person’s influence within the community only
MORE
People who are particularly influential among your audience but not celebrities can make excellent advocates on social media.
CPI PI Fllwrs Bio
Kathryn C @TheThumbsUp
90 56 11K I'm just Me. I love my daughters, Mr. C. & chocolate! 'The Thumbs Up' is self-explanatory really. Some things get 'the thumbs up' & some don't.
Jackie Nicole Allum @BockingsElmBabe
87 61 10K UK lifestyle blogger, product reviewer, fur boy mum, VO artist, ex media. Likes salt and vinegar peanuts, glittery nails, and the smell of popcorn. PR Friendly.
Dodie Clark @doddleoddle
87 68 23K I make videos on the YUTOOBZ. My extra limb is my ukulele. The things that make me happy are strawberry cider, salted popcorn, sunshine and friendlings.
Helen Neale @KiddyCharts
85 63 9K Make ur own kids' charts, parenting advice site; Britmums editor, National Blog Awards 2014 finalist; Parenting with glass of red. Also @stickers_stars blogger
Want more?!
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