Lego Social Media Analysis Q4 2015

LEGOon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Lego Twitter

Lego: Social Media Report

This report looks at how

LEGOperformed on social media between

October 1st – December 31st, 2015

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Analysis of

LEGOFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

10,864,436 201,738 1.89% WorldwideMostly Young, Male and

Attached.

LEGO

Engagement Score Total Fan Posts

279 6,616

Total Posts Brand Response Rate

117 7.87%

Total Likes Avg. Reply Time

341,065 12 hrs, 25 mins

Total Comments General Sentiment

24,544 Neutral

Total Shares

114,981

BRAND POSTS FAN POSTS

Brand Overview

10,550K

10,600K

10,650K

10,700K

10,750K

10,800K

10,850K

10,900K

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

Fan Growth

Total Fans

10,864,436

New Fans

201,738

Engagement

0

250

500

750

1,000

1,250

LEGO had an average engagement score of 279 and a highest of 984.

Community Analysis

LEGO fans are mostly Young, Male and Attached. LEGO fans are largely from United States followed by Brazil.

Fan Demographics Distribution of Fans

60%

40%

male female

0% 10% 20% 30% 40% 50%

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 500K 1,000K 1,500K 2,000K

United States

Brazil

United Kingdom

Mexico

India

Italy

Philippines

Pakistan

Indonesia

Austria

0

1

2

3

4

5

6


Brand Posts

Top keywords used Frequency

LEGO 26

Star Wars saga 18

ready 14

January 2016 9

UpgradeYourPower 8

23%

77%

Brand Participation Brand Non Participation

93%

1%

6%

Posititve Negative Neutral

Brand Posts - Engagement

LEGO responded to 27 conversations generated by the 117

Posts they published.

LEGO receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

11-NOV-15, WED 11:00AM

Your first look at the official images of set 75827 Firehouse Headquarters!

Get ready to bust some ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

999 31,573 6,088 22,929 Positive

11-NOV-15, WED 11:00AM

Your first look at the official images of set

75827 Firehouse Headquarters!

Get ready to bust some ..

06-OCT-15, TUE 3:56AM

LEGO Ideas Doctor Who set will be

available starting December!

Construct a stunningly detailed LEGO ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

996 2,025 378 22,710 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

991 22,647 5,334 14,795 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/6665038402/posts/10153303123073403



Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60 70

0 100 200 300 400 500

Videos

Photos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

LEGO 4528

post 1443

year 316

Christmas 306

Star Wars 273

User Posts

0

20

40

60

80

100

120

140

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

LEGO responded to 521 conversations generated by the 6,616

Posts fans published.

LEGO appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

8%

92%

Brand Participation Brand Non Participation

24%

5%

71%

Posititve Negative Neutral

Campaign Intel

0 2 4 6 8 10

0 100 200 300 400 500 600 700 800 900

#Kronkiwongi

#StarWarsDay

#LEGOSWCVII

Number of Posts

Engagement Score


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

by Unmetric and are not restricted to the time period analyzed

Analysis of

The LEGO GroupTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

326,901 31,684 10.73% Worldwide

The LEGO Group@LEGO_Group

Engagement Score

385

Total Proactive Tweets

200

Retweets Total

6

Replies Total

481

Favorites Total

37,314

Total Mention

37,027

Total Retweets

19,592

Response Rate (%)

1.19%

Average Reply Time (mins)

255

BRAND TWEETS USER TWEETS

Brand Overview

275K

280K

285K

290K

295K

300K

305K

310K

315K

320K

325K

330K


Follower Growth

Total Followers

326,901

New Followers

31,684

1K

1K

1K

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

709

Engagement

0

250

500

750

1,000

1,250

The LEGO Group had an average engagement score of 385 and a highest of 989.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

200 6

The wait is over! @StarWars

#TheForceAwakens

https://t.co/DI9LK40M1O

17-Dec-15, Thu 01:30PM

ENGMT. FAV. REPLIES RETWEETS

1,000 5,024 53 3,119

Top Engaging Tweets

Get ready to bust some ghosts! First look

at set 75827 LEGO @Ghostbusters

Firehouse Headquarters av..

Available in December, @LEGOIdeas

@bbcdoctorwho! Construct a

stunningly detailed LEGO version

of th..

27-Oct-15, Tue 10:21AM


997 1,382 92 1,196

06-Oct-15, Tue 04:01AM


994 1,263 68 1,075

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/LEGO_Group/status/677556414907219968



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

0 50 100 150 200 250

0 100 200 300 400 500 600 700 800 900

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 2 4 6 8 10 12 14 16 18

0 2000 4000 6000 8000 10000 12000

#lego*

#theforceawakens*

#legostarwars*

#starwars*

#hpparentspressies

#legosforweiwei*

#doctorwho*

#christmas*

#mcaolivia

#winwednesday*

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

lego theforceawakens legostarwars starwars hpparentspressies

Spread of Hashtags by day

0 200 400 600 800 1000 1200

#doctorwho*

#legosforweiwei*

#mcaolivia

#christmas*

#legostarwars*

#theforceawakens*

#winwednesday*

#lego*

#hpparentspressies

#starwars*

Engagement Score

Hashtags - Engagement

Average Response Rate : 1.19%

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 : 4 hours 15 minutes

0

100

200

300

400

500

600

700

800

900

1000

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

50

100

150

200

250

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

7000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

3000

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 : 19,592

-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 37,027

-200

0

200

400

600

800

1,000

1,200

1,400


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

ESPN 25,656,916 1

Hootsuite 7,584,429 1

Entertainment Weekly 5,128,108 1

El Universal 3,878,708 1

IGN 3,553,045 1

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

Create Your FreeSocial Media Report Now



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Lego Social Media Analysis Q4 2015

Social Media

Transcript of Lego Social Media Analysis Q4 2015