Kleenex Social Media Analysis Q4 2015

KLEENEXon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Kleenex FB

Kleenex: Social Media Report

This report looks at how

Kleenexperformed on social media between

October 1st – December 31st, 2015

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Analysis of

KLEENEXFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

379,448 36,462 10.63%United

States

Mostly Older, Female and

Attached.

KLEENEX

Engagement Score Total Fan Posts

863 425

Total Posts Brand Response Rate

79 22.82%

Total Likes Avg. Reply Time

54,317 3 hrs

Total Comments General Sentiment

1,972 Neutral

Total Shares

37,183

BRAND POSTS FAN POSTS

Brand Overview

320K

330K

340K

350K

360K

370K

380K

390K

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

Fan Growth

Total Fans

379,448

New Fans

36,462

Engagement

0

250

500

750

1,000

1,250

KLEENEX had an average engagement score of 863 and a highest of 1000.

Community Analysis

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

Canada.

Fan Demographics Distribution of Fans

12%

88%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60%

Single

In a Relationship

Engaged

Married

UnKnown

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

United States

Canada

Australia

United Kingdom

India

Brazil

Mexico

Philippines

Malaysia

Georgia

0

1

2

3

4

5

6


Brand Posts

Top keywords used Frequency

care 28

ShareKleenexCare 14

Tissues 13

Shop 11

favorite Disney Frozen

characters

10

16%

84%

Brand Participation Brand Non Participation

64%9%

27%

Posititve Negative Neutral

Brand Posts - Engagement

KLEENEX responded to 13 conversations generated by the 79

Posts they published.

KLEENEX receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

09-NOV-15, MON 1:01AM

On Veterans Day, remember that some of

the toughest battles for soldiers take place

after they’ve re ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 49,022 1,315 29,247 Positive

01-OCT-15, THU 10:53AM

A child finds companionship and

unconditional love in a canine friend.

#ShareKleenexCare https://www ..

08-OCT-15, THU 1:19PM

A collective is on a mission to help

people in a refreshingly simple way: by

listening. #ShareKleene ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

1,000 1,313 102 5,518 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

908 392 71 568 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/308067193198/posts/10153168147963199



Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25 30

0 200 400 600 800 1,000 1,200

Videos

Links

Photos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

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

tissue 51

box 32

Cottonelle 29

HolidayNecessities 27

FROZEN KLEENEX

FACIAL

25

User Posts

0

5

10

15

20

25

30

35

40

45

50

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

KLEENEX responded to 97 conversations generated by the

425 Posts fans published.

KLEENEX appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

23%

77%

Brand Participation Brand Non Participation

36%

11%

53%

Posititve Negative Neutral

Analysis of

KleenexTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

22,298 1,039 4.89% Worldwide

Kleenex WW@Kleenex

Engagement Score

259

Total Proactive Tweets

113

Retweets Total

50

Replies Total

1,057

Favorites Total

1,317

Total Mention

9,607

Total Retweets

1,121

Response Rate (%)

10.78%

Average Reply Time (mins)

73

BRAND TWEETS USER TWEETS

Brand Overview

21K

21K

21K

21K

21K

22K

22K

22K

22K

22K


Follower Growth

Total Followers

22,298

New Followers

1,039

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

151

Engagement

0

250

500

750

1,000

Kleenex WW had an average engagement score of 259 and a highest of 919.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

113 50

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

0 20 40 60 80 100 120

0 50 100 150 200 250 300

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 100 200 300 400 500 600

0 2000 4000 6000 8000 10000 12000 14000 16000

#holidaynecessities*

#ad*

#sponsored*

#sharekleenexcare*

#coldandflucare*

#holidaysconfamilia*

#kleenexmoments*

#spreadkleenexcare

#sharecarenotspoilers

#kleenexcares*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

500

1000

1500

2000

2500

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

holidaynecessities ad sponsored sharekleenexcare coldandflucare

Spread of Hashtags by day

0 200 400 600 800 1000 1200

#coldandflucare*

#holidaysconfamilia*

#ad*

#sharecarenotspoilers

#kleenexcares*

#sharekleenexcare*

#spreadkleenexcare

#sponsored*

#holidaynecessities*

#kleenexmoments*

Engagement Score

Hashtags - Engagement

Average Response Rate : 10.78%

0

200

400

600

800

1000

1200

1400

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 : 1 hours 13 minutes

0

200

400

600

800

1000

1200

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

100

200

300

400

500

600

700

800

900

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

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 : 1,121

-50

0

50

100

150

200

250

300

350

400

450


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 9,607

-200

0

200

400

600

800

1,000

1,200

1,400


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Perez Hilton 6,323,547 1

WWD 2,854,847 1

PopWrapped 2,302,266 2

Target 1,805,795 2

GoPro 1,503,593 2

TOP 5 INFLUENCERS

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