Nike Social Media Analysis Q4 2015

Nikeon Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Nike FB

Nike: Social Media Report

This report looks at how

Nikeperformed on social media between

October 1st – December 31st, 2015

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Analysis of

NikeFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

23,537,082 428,011 1.85% WorldwideMostly Young, Female and

Attached.

Nike

Engagement Score

984

Total Posts

5

Total Likes

240,579

Total Comments

15,323

Total Shares

129,993

Most Engaging Content Type

Others

BRAND POSTS

Brand Overview

CONTENT & CAMPAIGNS

22,800K

22,900K

23,000K

23,100K

23,200K

23,300K

23,400K

23,500K

23,600K

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

Fan Growth

Total Fans

23,537,082

New Fans

428,011

Engagement

0

250

500

750

1,000

1,250

Nike had an average engagement score of 984 and a highest of 1000.

Community Analysis

Nike fans are mostly Young, Female and Attached. Nike fans are largely from United States followed by Mexico.

Fan Demographics Distribution of Fans

44%

56%

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 1,000K 2,000K 3,000K 4,000K

United States

Mexico

Brazil

India

Philippines

Argentina

Turkey

Poland

Germany

0

0

0

1

1

1

1


Brand Posts

Top keywords used Frequency

video 3

Nike 2

vidas 1

Parkinson 1

jugar contra 1

Most Engaging Brand Posts

29-OCT-15, THU 2:00PM

Roads are closed. School is cancelled. #getouthere

Gear up at Nike.com/getouthere

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 197,696 11,813 127,99

2

Positive

24-OCT-15, SAT 10:00AM

Van a jugar contra algo más fuerte que ellos mismos.

Van a jugar contra la presión.

Van a jugar e ..

21-OCT-15, WED 5:48PM

Nike shared The Michael J. Fox Foundation for Parkinson's Research's video.

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

395 15,465 782 1,984 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

337 23,169 1,760 15 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/15087023444/posts/10153408844503445



Campaign Intel

0 1 2 3 4

0 200 400 600 800 1000 1200

#LunarEpic

Tech Pack collection

Risk everything

Number of Posts

Engagement Score

Engagement Score Number of Posts

Analysis of

NikeTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

5,668,772 210,682 3.86% Worldwide

Nike@Nike

Engagement Score

944

Total Proactive Tweets

13

Retweets Total

12

Replies Total

847

Favorites Total

99,067

Total Mention

105,872

Total Retweets

83,888

Response Rate (%)

0.78%

Average Reply Time (mins)

402

Most Engaging

#GetOuThere

Most Recent

#GetOuThere

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

5,350K

5,400K

5,450K

5,500K

5,550K

5,600K

5,650K

5,700K


Follower Growth

Total Followers

5,668,772

New Followers

210,682

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

156

New Followees

-1

Engagement

0

250

500

750

1,000

1,250

Nike had an average engagement score of 944 and a highest of 1,000.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

13 12

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

0 2 4 6 8 10 12

0 200 400 600 800 1000 1200

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

0 5000 10000 15000 20000 25000 30000 35000 40000

#getouthere*

#corymachado*

#machado*

#billiondollarbrand*

#antober*

#justdoit*

#nike*

#backtothefuture*

#2kyrie2*

#nba2k16*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5000

10000

15000

20000

25000

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

getouthere corymachado machado billiondollarbrand antober

Spread of Hashtags by day

Average Response Rate : 0.78%

0

2000

4000

6000

8000

10000

12000

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 : 6 hours 42 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

100

200

300

400

500

600

700

800

900

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

5000

10000

15000

20000

25000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

1000

2000

3000

4000

5000

6000

7000

8000

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 : 83,888

-10,000

0

10,000

20,000

30,000

40,000

50,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 105,872

-2,000

0

2,000

4,000

6,000

8,000

10,000

12,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Kevin Hart 26,699,381 4

CNN 23,796,060 2

CNN en Español 12,472,893 1

Wall Street Journal 10,285,722 1

Mashable 6,829,207 1

TOP 5 INFLUENCERS

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Nike Social Media Analysis Q4 2015

Social Media

Transcript of Nike Social Media Analysis Q4 2015