Shell Social Media Analysis Q4 2015

SHELLonSocial Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Shell FB

Shell: Social Media Report

This report looks at how

Shellperformed on social media between

October 1st – December 31st, 2015

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Analysis of

ShellFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

5,681,403 251,721 4.64% WorldwideMostly Older, Female and

Attached.

Shell

Engagement Score Total Fan Posts

419 2,576

Total Posts Brand Response Rate

151 6.95%

Total Likes Avg. Reply Time

1,161,814 2 days, 3 hrs, 24 mins

Total Comments General Sentiment

16,653 Neutral

Total Shares

79,546

Most Engaging Content Type

Corporate Social

Responsibility

Least Engaging Content Type

Special Offer

Most Prolific Content Type

Alert or FYI

Most Engaging Campaign

#makethefuture

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

5,300K

5,350K

5,400K

5,450K

5,500K

5,550K

5,600K

5,650K

5,700K

5,750K

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

Fan Growth

Total Fans

5,681,403

New Fans

251,721

Engagement

0

250

500

750

1,000

1,250

Shell had an average engagement score of 419 and a highest of 993.

Community Analysis

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

Fan Demographics Distribution of Fans

49%

51%

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 200K 400K 600K 800K 1,000K 1,200K

United States

Brazil

India

Indonesia

Nigeria

Egypt

Malaysia

Philippines

United Kingdom

0

1

2

3

4

5

6

7

8


Brand Posts

Top keywords used Frequency

Shell 27

makethefuture 26

car 21

ideas 17

future 16

31%

69%

Brand Participation Brand Non Participation

85%

5%

10%

Posititve Negative Neutral

Brand Posts - Engagement

Shell responded to 47 conversations generated by the 151

Posts they published.

Shell receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

11-DEC-15, FRI 2:16PM

On December 10, we unveiled Africa's first

human and solar powered football pitch

with the help of A ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 104,826 2,276 20,200 Positive

03-DEC-15, THU 11:44AM

Pearl GTL has the world’s largest

industrial water processing facility at a

GTL plant, but it operat ..

04-NOV-15, WED 12:30PM

Cars of the future spotted in London,

setting the stage for the ultimate-energy-

efficiency challenge ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

1,000 267,776 642 1,830 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 300,575 1,467 6,131 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/200969413280005/posts/1000667233310215



Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60 70

0 100 200 300 400 500 600 700

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 10 20 30 40

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

company 232

people 186

oil 184

fuel 153

station 117

User Posts

0

10

20

30

40

50

60

70

80

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

Shell responded to 179 conversations generated by the 2,576

Posts fans published.

Shell appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

7%

93%

Brand Participation Brand Non Participation

27%

12%61%

Posititve Negative Neutral

Most of Shell posts were around 'Alert or FYI', and posts around 'Corporate Social Responsibility' received the highest

engagement.

Content Intel

0 5 10 15 20 25 30 35 40

0 100 200 300 400 500 600 700 800

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 Shell Posts about Diversified, Fact posts received the

highest engagement.

In Shell Posts about General Happenings, the category Sports

received the highest engagement.

Content Intel

About Diversified About General Happenings

0 2 4 6

0 50 100 150

Fact

Others

Event

Question

News

General Advice

Number of Posts

Engagement Score


0 5 10 15

0 200 400 600 800 1000

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 1 2 3

0 2 4 6 8 10 12 14

#ourfuturecity

UN World CitiesDay

#ShellProjectM

Number of Posts

Engagement Score


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

by Unmetric and are not restricted to the time period analyzed

Analysis of

ShellTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

319,952 13,446 4.39% Worldwide

Shell@Shell

Engagement Score

372

Total Proactive Tweets

121

Retweets Total

21

Replies Total

5

Favorites Total

18,834

Total Mention

13,815

Total Retweets

11,568

Response Rate (%)

0.03%

Average Reply Time (mins)

574

Most Engaging

#makethefuture

Most Recent

#SEM2016

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

295K

300K

305K

310K

315K

320K

325K


Follower Growth

Total Followers

319,952

New Followers

13,446

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

135

New Followees

2

Engagement

0

250

500

750

1,000

1,250

Shell had an average engagement score of 372 and a highest of 974.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

121 21

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

0 20 40 60 80 100 120

0 100 200 300 400 500 600 700

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25 30 35

0 1000 2000 3000 4000 5000 6000 7000 8000 9000

#makethefuture*

#savethearctic*

#climatechange*

#entrepreneurs*

#arctic*

#nigeria*

#oil*

#kensarowiwa*

#peoplepower*

#cop21*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

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-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec

makethefuture savethearctic climatechange entrepreneurs arctic

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900 1000

#makethefuture*

#entrepreneurs*

#peoplepower*

#savethearctic*

#nigeria*

#arctic*

#cop21*

#climatechange*

#kensarowiwa*

#oil*

Engagement Score

Hashtags - Engagement

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

0.5

1

1.5

2

2.5

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

3000

3500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

700

800

900

1000

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 : 11,568

-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 13,815

-100

0

100

200

300

400

500

600


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

AKON 5,873,802 3

BritishMonarchy 2,024,144 1

Nat Geo Photography 1,880,776 1

AmnestyInternational 1,765,863 2

༺#VANILLA•#MGWV༻ 1,709,130 1

TOP 5 INFLUENCERS

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Shell Social Media Analysis Q4 2015

Social Media

Transcript of Shell Social Media Analysis Q4 2015