FedEx Social Media Analysis Q4 2015

FedExon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of FedEx Twitter

FedEX: Social Media Report

This report looks at how

FedExperformed on social media between

October 1st – December 31st, 2015

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Analysis of

FedExFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,051,871 21,385 2.08% WorldwideMostly Older, Female and

Attached.

FedEx

Engagement Score Total Fan Posts

407 9,776

Total Posts Brand Response Rate

130 30.77%

Total Likes Avg. Reply Time

179,400 11 hrs, 41 mins

Total Comments General Sentiment

15,277 Neutral

Total Shares

18,731

Most Engaging Content Type

Photo

Least Engaging Content Type

Special Offer

Most Prolific Content Type

Corporate Social

Responsibility

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

1,015K

1,020K

1,025K

1,030K

1,035K

1,040K

1,045K

1,050K

1,055K

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

Fan Growth

Total Fans

1,051,871

New Fans

21,385

Engagement

0

250

500

750

1,000

1,250

FedEx had an average engagement score of 407 and a highest of 979.

Community Analysis

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

Fan Demographics Distribution of Fans

38%

62%

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

India

Brazil

Egypt

Philippines

Canada

Pakistan

United Kingdom

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

HowTheHolidaysArrive 43

We’re 24

team members 20

FedEx 19

DeliveringThanks 18

78%

22%

Brand Participation Brand Non Participation

94%

2%4%

Posititve Negative Neutral

Brand Posts - Engagement

FedEx responded to 101 conversations generated by the 130 Posts they published.

FedEx receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

10-DEC-15, THU 10:00AM

On December 4th, our team members worked with Trees for Troops to deliver 400 trees to deserving mil ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

979 10,375 265 1,364 Positive

13-DEC-15, SUN 6:00PM

Take a tour of the world with us in just 30 seconds and see #HowTheHolidaysArrive.

07-OCT-15, WED 8:15PM

Wishing you a smooth and peaceful journey for the remainder of this week. You're more than halfway t ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

974 3,054 239 1,968 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

897 7,805 227 575 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/150993094945648/posts/1067105203334428



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100 120

0 100 200 300 400 500

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25 30

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

package 4899

time 2277

delivery 2146

today 1511

company 1234

User Posts

0

50

100

150

200

250

300

350

400

450

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

FedEx responded to 3,008 conversations generated by the 9,776 Posts fans published.

FedEx appears to participate more when Fan conversations have greater negative vibes than positive.

User Posts - Engagement

Brand Responses Sentiment

31%

69%

Brand Participation Brand Non Participation

21%

29%

50%

Posititve Negative Neutral

Most of FedEx posts were around 'Corporate Social Responsibility', and posts around 'Photo' received the highest engagement.

Content Intel

0 5 10 15 20 25 30

0 100 200 300 400 500 600

Brand News

Fact

Others

Event

Corporate Social…

Photo

Ad Campaigns

Employee Stories

Special Offer

Like This Posts

Question

Contest

Festival/Greetings

Alert or FYI

Facebook App

Number of Posts

Engagement Score


In FedEx Posts about General Happenings, the category Entertainment received the highest engagement.

Content Intel

0 2 4 6 8 10 12

0 100 200 300 400 500 600 700 800 900 1000

Social…

Business

Others

Politics

Local Events

Sports

Social Good/ Cause Related

Leisure/Dining

Question

Entertainment

Festival/Greetings

Current Affairs

Technology

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4 5 6 7

0 100 200 300 400 500 600 700 800

#SB50

#TravelTuesday

#TreesForTroops 2015

Number of Posts

Engagement Score


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

by Unmetric and are not restricted to the time period analyzed

Analysis of

FedExTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

227,346 6,810 3.09% Worldwide

FedEx@FedEx

Engagement Score

108

Total Proactive Tweets

331

Retweets Total

14

Replies Total

468

Favorites Total

12,010

Total Mention

43,877

Total Retweets

5,636

Response Rate (%)

0.84%

Average Reply Time (mins)

630

Most Engaging

#FedEx11

Most Recent

#TBT

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

216K

218K

220K

222K

224K

226K

228K


Follower Growth

Total Followers

227,346

New Followers

6,810

18K

18K

18K

18K

18K

18K

18K

18K


Followee Growth

Total Followees

18,395

New Followees

66

Engagement

0

250

500

FedEx had an average engagement score of 108 and a highest of 366.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

331 14

Happy SwanQueen Sweater Anniversary! #TBT

https://t.co/MLqWOwyfjB

01-Oct-15, Thu 05:20PM

ENGMT. FAV. REPLIES RETWEETS

888 384 33 358

Top Engaging Tweets

The #FedEx11 box is all packed and ready for you. Answer the

question with the proper tags for your..

Joining FedEx comes with some serious perks. Start your journey at

FedEx Ground. https://t.co/q5w1L..

02-Nov-15, Mon 02:56PM


802 118 348 122

30-Oct-15, Fri 11:31AM


713 648 51 147

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/FedEx/status/649695434177421313



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

0 50 100 150 200 250 300

0 20 40 60 80 100 120 140

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120

0 500 1000 1500 2000 2500 3000 3500 4000

#airandground*

#howtheholidaysarrive*

#tbt*

#fedexground*

#startwith1thing*

#saints*

#fedexsucks*

#fedex11*

#fedex*

#bantrophyhunting*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

350

400

450

500

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

airandground howtheholidaysarrive tbt fedexground startwith1thing

Spread of Hashtags by day

0 50 100 150 200 250 300 350 400 450

#bantrophyhunting*

#fedex*

#airandground*

#fedexground*

#howtheholidaysarrive*

#fedexsucks*

#saints*

#fedex11*

#startwith1thing*

#tbt*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.84%

0

200

400

600

800

1000

1200

1400

1600

1800

2000

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

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

50

100

150

200

250

300

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

3000

3500

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 : 5,636

-100

0

100

200

300

400

500

600

700

800


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 43,877

-200

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

NFL 16,482,884 26

Miami HEAT 3,275,948 1

New England Patriots 2,340,187 3

Denver Broncos 1,687,978 2

Chris Sacca 1,677,040 1

TOP 5 INFLUENCERS

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It took minutes to create.

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