Zara Social Media Analysis Q4 2015

ZARA on Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Zara Twitter

Zara: Social Media Report

This report looks at how

ZARA performed on social media between

October 1st – December 31st, 2015

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Analysis of

ZARA Facebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

23,573,765 305,797 1.31% Worldwide Mostly Young, Female and

Attached.

ZARA

Engagement Score Total Fan Posts

33 5,579

Total Posts Brand Response Rate

81 16.49%

Total Likes Avg. Reply Time

129,768 9 hrs, 53 mins

Total Comments General Sentiment

5,811 Neutral

Total Shares

5,174

Most Engaging Content Type

Product Updates

Least Engaging Content Type

Brand News

Most Prolific Content Type

Product Updates

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

23,100K

23,150K

23,200K

23,250K

23,300K

23,350K

23,400K

23,450K

23,500K

23,550K

23,600K

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

Fan Growth

Total Fans

23,573,765

New Fans

305,797

Engagement

0

250

ZARA had an average engagement score of 33 and a highest of 101.

Community Analysis

ZARA fans are mostly Young, Female and Attached. ZARA fans are largely from Mexico followed by Italy.

Fan Demographics Distribution of Fans

24%

76%

male female

0% 20% 40% 60%

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 2,500K

Mexico

Italy

France

Egypt

Spain

United States

Germany

Venezuela

India

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

available 65

http://bit.ly/1sqi3xS 62

zaradaily 62

woman 40

aw15 27

75%

25%

Brand Participation Brand Non Participation

96%

1%

3%

Posititve Negative Neutral

Brand Posts - Engagement

ZARA responded to 61 conversations generated by the 81

Posts they published.

ZARA receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

19-NOV-15, THU 7:12AM

#zarakids

http://bit.ly/1MWNjLk

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

164 10,728 195 235 Positive

12-NOV-15, THU 11:38AM

Now in-stores and online

#zaraeditorials

http://bit.ly/1kPs5Zj

25-NOV-15, WED 11:56AM

Now in-stores and zara.com

http://bit.ly/1Yuoui2

ENGMT

.

LIKES COMMENTS SHARES SENTIMENT

77 4,471 105 128 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

66 4,110 69 95 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/33331950906/posts/10153626629460907


















Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100

0 5 10 15 20 25 30 35

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25

0 10 20 30 40

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

ZARA 3680

post 906

que 388

un 350

le 272

User Posts

0

50

100

150

200

250

300

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

ZARA responded to 920 conversations generated by the 5,579

Posts fans published.

ZARA appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

16%

84%

Brand Participation Brand Non Participation

16%

9%

75%

Posititve Negative Neutral

Most of ZARA posts were around 'Product Updates', and posts around 'Product Updates' received the highest

engagement.

Content Intel

0 10 20 30 40 50 60 70 80

0 5 10 15 20 25 30 35 40

Brand News

Others

Event

Product Updates

Corporate Social…

Ad Campaigns

Photos

Deals/Offers

Occasion specific deals

Contest

Question to fans

Facebook App

Engagement Oriented…

Number of Posts

Engagement Score


Analysis of

ZARA Twitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

1,070,297 50,883 4.99% Worldwide

ZARA @ZARA

Engagement Score

94

Total Proactive Tweets

115

Favorites Total

17,483

Total Mention

23,940

Total Retweets

5,552

BRAND TWEETS USER TWEETS

Brand Overview

990K

1,000K

1,010K

1,020K

1,030K

1,040K

1,050K

1,060K

1,070K

1,080K


Follower Growth

Total Followers

1,070,297

New Followers

50,883

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

68

Engagement

0

250

ZARA had an average engagement score of 94 and a highest of 171.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets

115

#zaradaily #weekend #woman #jacket

Now available at

https://t.co/QRIO34knsM

https://t.co/SltxdoWRjr

11-Dec-15, Fri 03:00AM

ENGMT. FAV. REPLIES RETWEETS

171 299 3 93

Top Engaging Tweets

#zaradaily #wednesday #woman

#knitwear #skirt #aw15 Now

available at

https://t.co/QRIO34knsM https:..

New | Seasonals Man. Fall is back

#zaraseasonals Now available at

http://t.co/NkmiHhoujn http://t.c..

21-Oct-15, Wed 03:00AM


166 249 2 92

14-Oct-15, Wed 07:58AM


162 193 4 93

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/ZARA/status/675223555534028800


















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

0 20 40 60 80 100 120 140

0 10 20 30 40 50 60 70 80 90 100

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

0 500 1000 1500 2000 2500 3000 3500

#zaradaily*

#aw15*

#fashion*

#woman*

#zara*

#trf*

#style*

#ootd*

#whatcouldiwear*

#shoes*

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

zaradaily aw15 fashion woman zara

Spread of Hashtags by day

0 20 40 60 80 100 120 140

#shoes*

#zaradaily*

#zara*

#fashion*

#style*

#woman*

#aw15*

#whatcouldiwear*

#trf*

#ootd*

Engagement Score

Hashtags - Engagement

0

500

1000

1500

2000

2500

3000

3500

4000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

1600

1800

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 : 5,552

-50

0

50

100

150

200

250


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 23,940

-100

0

100

200

300

400

500

600

700


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Sonam Kapoor 8,635,945 1

EL PAÍS 5,278,771 1

MarQuis Trill 4,217,892 1

InStyle 3,879,142 2

El Universal 3,878,708 2

TOP 5 INFLUENCERS

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Zara Social Media Analysis Q4 2015

Social Media

Transcript of Zara Social Media Analysis Q4 2015