Fortune 100 - Retail & Wholesale1

seesuite.uga.edu@SeeSuiteUGA

OverviewThe goal of this project is to set the foundation for an ongoing reports, by SEE Suite interns, on the social media activity of the top 100 U.S. companies. Social media can be used by companies to display a consistent brand as well as to push a current promotion, campaign or initiative within the company.

For this project, SEE Suite interns will be conducting social media monitoring via Twitter. The conversations accumulated on Twitter can be assessed with Crimson Hexagon software to determine the value of a company's online presence with KPI such as use of hashtags, mentions and engagement.

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The SEE Suite Team

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Brianna Rape SEE Suite Internbrirape@uga.edu

Adriana ReynoldsSEE Suite Intern abr23@uga.edu

Itai HimelboimSEE Suite Directoritaihm@gmail.com

Hillary TraylorProfessional Mentorhillary.traylor@22squared.com

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Timeline

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We chose to look at the entire month of March in 2017 for this report. March is the last month of the first quarter for retailers and wholesalers.

Metrics for Comparison

Top Mentions

Share of Voice

Sentiment

Post VolumeInfluencers

Top Hashtags Geographic Location 6

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Nike led the conversation in three categories: post volume, share of voice and top mentioned user. These metrics relate to the massive volume of conversation circulating Twitter regarding Nike products, news, corporate social responsibility and brand.

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Breakout win in terms of positive sentiment with about 44 percent of earned posts generating positive sentiment.

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Top Hashtag

Although Home Depot’s hashtag did not lead in number of uses, the home improvement giant utilized a unique hashtag #Lane_RYS17 to engage students and increase brand influence.

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GeographyConversations in New York, Texas and California were largely consumed with topics surrounding Walmart, including the recent ModCloth acquisition. Walmart displayed clear influence throughout the nation, whether the coverage was positive or negative.

Analytics

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Post Volume

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Overall post volume for the retail and wholesale category remained steady throughout most of March. There is a spike in volume on March 7, 2017 due to an increase in conversation about Nike.

When looking at post volume for each individual company, Nike leads the conversation with over 2 million posts. Walmart takes second place with 842,608 total posts.

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Post Volume for Retail and Wholesale Category

Conversation spikes on March 7, 2017 due to a high volume of posts about Nike’s new performance sport hijabs.

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Post Volume by Company

Share of Voice

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Nike dominated the SOV in the retail and wholesale category of Fortune 100 companies, with over 60 percent of the total earned posts.

Following with the second highest share of voice is Walmart, with 21 percent.

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Sentiment by Company

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Best Buy is leading the category in sentiment, with 33% of posts being categorized as positive.

Conversation about Walmart had the highest percentage of posts with negative sentiment (20%). This is partially due to reactions after a couple in Madison, Wisconsin attempted to steal 90 cans of baby formula from a local Walmart.

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Positive and Negative Sentiment by CompanyWalmart

Costco

Home Depot

Target

Lowe’s

Sysco

Ingram Micro

Best Buy

TJX

Nike

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Walmart: Negative Sentiment

Top Influencers

Influencers in the retail and wholesale category are industry leaders who share relevant news and promote or recommend related products.

Mommy bloggers were a consistent influencer in this category, as they frequently focus on coupons, home improvement and household products.

Book authors were also found as common influencers while promoting book sales at retail locations.

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Top Influencers: Retail and Wholesale Category

Tony Robbins (@TonyRobbins)

Author of UNSHAKEABLE: Your Financial Freedom,

available at Costco

Stefanie Fauquet (@MommyMusings)

Lifestyle & Travel BloggerCoupons at Walmart

Darren Rovell(@darrenrovell)

Sports Business Reporter for ESPN

Nikes for Elton John

Top Mentioned Accounts

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@Nike170,000+

@Urbanattires67,000+

@YouTube23,000+

@Chromecast18,000+

Of all official company handles in the retail and wholesale category, Nike received the highest number of mentions.

Due to their sale of Nike windbreakers, clothing retailer Urban Attires had the fourth highest number of mentions.

YouTube was mentioned very often, as users shared video content related to Walmart, Nike, Best Buy, and other retailers and wholesalers.

Chromecast was highly mentioned due to tweets about Google’s Chromecast Audio, available for purchase at Best Buy, Walmart, Target and more.

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Top Mentioned Accounts

Top Hashtag

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With Nike dominating the post volume far beyond any other company, the most significant findings for top hashtag were by pulling the top hashtag used for each company, using filters.

Home Depot did not have the most hashtag occurrences, however, the company’s top hashtag was relevant to a recent event. Lane College participated in the Home Depot Retool Your School competition, which prompted students to use the hashtag #Lane_RYS17 over 4,700 times.

Other companies including Best Buy, Sysco and TJMaxx had large portions of job postings and hiring ads, resulting in high post volume but low relevance in growing brand influence.

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Home Depot had a conversation surrounding their top hashtag, fueled by college students participating in the Home Depot Retool Your School Competition.

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Geographic Location

Of the 3,930,291 total posts in the retail and wholesale category, 61 percent of posts have an identifiable location.

The United States leads with 64.93 percent of posts. Within the U.S., Texas (10 percent), California (14 percent) and New York (9 percent) accounted for the largest post volume.

Texas had the largest post volume surrounding Walmart, while California had the largest conversation about Nike, though the majority were spam or personal selling tweets.

New York also mostly contained posts about Walmart but also had a large Home Depot conversation.

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Texas -- Walmart

New York -- Walmart

California - Nike

Appendix

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1. Craft a boolean search specific to the fortune 100 companies to be used for monitoring and analysis on Crimson Hexagon.

2. Key metrics for comparison of companies social media activity and engagement, that will allow us to report meaningful insights found in the successes of some companies over others.

3. Categorize companies by industry, allowing for equal comparisons.

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In order to gather the data for comparison, we created a Crimson Hexagon buss monitor using a boolean search string:

"Walmart" OR @Walmart OR #Walmart OR "Costco" OR @costco OR #costco OR "Home Depot" OR @HomeDepot OR

#HomeDepot Or @target OR #TargetFeeling OR #TargetRun OR #TargetFinds OR "Lowe's" OR Lowes OR @Lowes OR #Lowes

OR "Sysco" OR @sysco OR #sysco OR "Ingram Micro" OR @IngramMicroInc Or #PromiseOfTechnology OR "Best Buy" OR

@BestBuy OR "TJX" OR "TJ Maxx" OR @tjmaxx OR "maxxinista" OR ("Nike" OR @nike OR #JustDoIt OR #teamnike OR NOT (#eBay OR #eBaySNKRDeals OR @ebay OR #shoes

OR "Sz" OR "size"))

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Fortune 100 - Retail & Wholesale

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