DHL Social Media Analysis Q4 2015

DHLon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of DHL FB

DHL: Social Media Report

This report looks at how

DHLperformed on social media between

October 1st – December 31st, 2015

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Analysis of

DHLFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

262,540 17,240 7.03% WorldwideMostly Older, Male and

Attached.

DHL

Engagement Score Total Fan Posts

468 5,295

Total Posts Brand Response Rate

43 77.34%

Total Likes Avg. Reply Time

14,006 16 hrs, 43 mins

Total Comments General Sentiment

2,260 Neutral

Total Shares

3,191

Most Engaging Content Type

Others

Least Engaging Content Type

Special Offer

Most Prolific Content Type

Alert or FYI

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

235K

240K

245K

250K

255K

260K

265K

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

Fan Growth

Total Fans

262,540

New Fans

17,240

Engagement

0

250

500

750

1,000

1,250

DHL had an average engagement score of 468 and a highest of 998.

Community Analysis

DHL fans are mostly Older, Male and Attached. DHL fans are largely from Germany followed by Mexico.

Fan Demographics Distribution of Fans

61%

39%

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 5K 10K 15K 20K

Germany

Mexico

Brazil

India

United States

Philippines

United Kingdom

Egypt

Pakistan

0

1

1

2

2

3


Brand Posts

Top keywords used Frequency

Rugby World Cup 2015 7

delivery 7

official match ball 5

42 countries 4

North Pole 4

86%

14%

Brand Participation Brand Non Participation

96%

2%

2%

Posititve Negative Neutral

Brand Posts - Engagement

DHL responded to 37 conversations generated by the 43 Posts

they published.

DHL receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

31-DEC-15, THU 6:00AM

Every day, we move over a million

packages. We’re proud to deliver every

single one, and we can’t wa ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

998 3,692 252 849 Positive

21-OCT-15, WED 6:31AM

Delivering past, present, and future –

happy #BackToTheFuture day!

30-OCT-15, FRI 1:00PM

Part of our delivery crew this weekend -

Happy #Halloween!

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

959 1,250 39 517 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

879 1,273 100 263 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/101978933230493/posts/976280752466969



Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25 30

0 100 200 300 400 500 600

Photos

Plain Text

Videos

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

DHL 2315

und 1106

ist 1072

es 840

mal 732

User Posts

0

20

40

60

80

100

120

140

160

180

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

DHL responded to 4,095 conversations generated by the 5,295

Posts fans published.

DHL appears to participate more when Fan conversations have

greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

77%

23%

Brand Participation Brand Non Participation

13%

12%

75%

Posititve Negative Neutral

Most of DHL posts were around 'Alert or FYI', and posts around 'Others' received the highest engagement.

Content Intel

0 1 2 3 4 5 6 7

0 50 100 150 200 250 300 350 400 450 500

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 DHL Posts about Diversified, General Advice posts received

the highest engagement.

In DHL Posts about General Happenings, the category

Festival/Greetings received the highest engagement.

Content Intel

About Diversified About General Happenings

0 1 2

0 100 200 300

Fact

Others

Event

Question

News

General Advice

Number of Posts

Engagement Score


0 1 2 3 4 5

0 500 1000 1500

Social…

Business

Others

Politics

Local Events

Sports

Social Good/…

Leisure/Dining

Question

Entertainment

Festival/Greetings

Current Affairs

Technology

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10 12

0 100 200 300 400 500 600 700

#DHLSaferBeaches

#TBT

Rugby World Cup 2015

Number of Posts

Engagement Score


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

by Unmetric and are not restricted to the time period analyzed

Analysis of

DHL AmericasTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

4,393 807 22.50% United States

DHL Americas@DHLAmericas

Engagement Score

147

Total Proactive Tweets

205

Retweets Total

103

Replies Total

25

Favorites Total

136

Total Mention

628

Total Retweets

235

Response Rate (%)

3.82%

Average Reply Time (mins)

5444

BRAND TWEETS USER TWEETS

Brand Overview

0K

1K

1K

2K

2K

3K

3K

4K

4K

5K

5K


Follower Growth

Total Followers

4,393

New Followers

807

0K

0K

0K

1K

1K

1K

1K

1K

2K

2K

2K


Followee Growth

Total Followees

1,692

New Followees

398

Engagement

0

250

500

750

DHL Americas had an average engagement score of 147 and a highest of 558.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

205 103

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

0 50 100 150 200 250

0 20 40 60 80 100 120 140 160 180

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 10 20 30 40 50 60 70 80

#dhlformulae*

#formulae*

#puntaeprix*

#dhl*

#putrajayaeprix*

#thanksall*

#batterseapark*

#beijingeprix*

#wtcc*

#qatar*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

10

20

30

40

50

60

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

dhlformulae formulae puntaeprix dhl putrajayaeprix

Spread of Hashtags by day

0 50 100 150 200 250

#thanksall*

#wtcc*

#formulae*

#qatar*

#dhlformulae*

#beijingeprix*

#batterseapark*

#putrajayaeprix*

#dhl*

#puntaeprix*

Engagement Score

Hashtags - Engagement

Average Response Rate : 3.82%

0

2

4

6

8

10

12

14

16

18

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

5

10

15

20

25

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

20

40

60

80

100

120

140

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

10

20

30

40

50

60

70

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 : 235

-10

0

10

20

30

40

50


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 628

-10

0

10

20

30

40

50


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

John Layfield 692,783 1

ONU Desarrollo 223,097 1

Michael Andretti 89,855 1

FIA Formula E 83,765 1

Business Wire 45,607 1

TOP 5 INFLUENCERS

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It took minutes to create.

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DHL Social Media Analysis Q4 2015

Social Media

Transcript of DHL Social Media Analysis Q4 2015