Transcript
SONY on Social Media Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Sony FB
Sony: Social Media Report
This report looks at how
Sony performed on social media between
October 1st – December 31st, 2015
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Analysis of
Sony Facebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
7,084,911 60,555 .86% United
States
Mostly Young, Male and
Single
Sony
Engagement Score Total Fan Posts
72 1,803
Total Posts Brand Response Rate
63 28.73%
Total Likes Avg. Reply Time
73,629 2 hrs, 16 mins
Total Comments General Sentiment
4,766 Neutral
Total Shares
4,396
Most Engaging Content Type
Question
Least Engaging Content Type
Corporate Social
Responsibility
Most Prolific Content Type
Brand News
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
6,990K
7,000K
7,010K
7,020K
7,030K
7,040K
7,050K
7,060K
7,070K
7,080K
7,090K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
7,084,911
New Fans
60,555
Engagement
0
250
500
750
Sony had an average engagement score of 72 and a highest of 481.
Community Analysis
Sony fans are mostly Young, Male and Single Sony fans are largely from United States followed by India.
Fan Demographics Distribution of Fans
75%
25%
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% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K
United States
India
Brazil
Egypt
Bangladesh
Pakistan
Mexico
Philippines
Malaysia
Belgium
0
1
1
2
2
3
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Black Ops III 3
FeatureFriday 3
theaters November 6 3
ActionCam 3
SmartBand2 3
24%
76%
Brand Participation Brand Non Participation
95%
0% 5%
Posititve Negative Neutral
Brand Posts - Engagement
Sony responded to 15 conversations generated by the 63 Posts they published.
Sony receives more positive than negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
30-NOV-15, MON 11:05AM
30 million. Are you with us? #PS4
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
690 16,072 2,305 775 Positive
19-NOV-15, THU 2:28PM
Tony Hawk Skates First-Ever Horizontal Loop #SonySpiral #ActionCam
14-OCT-15, WED 10:57AM
Sony Introduces New Palm-Sized RX1R II Camera with 42.4 MP Full-Frame Image Sensor http://bit.ly/1G ..
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
302 2,317 97 803 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
165 2,162 94 277 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60
0 20 40 60 80 100
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 50 100 150
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
time 195
years 160
customer service 143
PS4 141
week 138
User Posts
0
10
20
30
40
50
60
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
Sony responded to 518 conversations generated by the 1,803 Posts fans published.
Sony appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
29%
71%
Brand Participation Brand Non Participation
30%
14%
56%
Posititve Negative Neutral
Most of Sony posts were around 'Product Features/Updates', and posts around 'Question' received the highest engagement.
Content Intel
0 5 10 15 20 25
0 50 100 150 200 250 300 350 400
Brand News
Others
Event
Product Features/Updates
Corporate Social…
Product/Software Release
Ad Campaigns
Customer Stories
Photos
Question
Promotions/Offers
Contest
Facebook App
Like This/Engagement…
Number of Posts
Engagement Score
Engagement Score Number of Posts
In Sony Posts about Consumer Electronics, Advice/Tips posts received the highest engagement.
In Sony Posts about General Happenings, the category Festival/Greetings received the highest engagement.
Content Intel
About Consumer Electronics About General Happenings
0 1 2 3
0 20 40 60
Fact
Others
Advice/Tips
Technology News
Events in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 20 40 60
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel
0 2 4 6 8 10 12
0 20 40 60 80 100 120 140
#CES2016
#XperiaZ5Compact
#SmartBand2
Number of Posts
Engagement Score
Engagement Score Number of Posts
Unmetric tracks and tags social media campaigns from SONY. The chart below is a selection of campaigns
that have been tracked and are not restricted to the time period analyzed.
Analysis of
Sony Electronics Twitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
325,398 7,027 2.21% United States
Sony Electronics @SonyElectronics
Engagement Score
104
Total Proactive Tweets
122
Retweets Total
1
Favorites Total
6,175
Total Mention
3,133
Total Retweets
2,677
BRAND TWEETS USER TWEETS
Brand Overview
314K
316K
318K
320K
322K
324K
326K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
325,398
New Followers
7,027
5K
5K
5K
5K
5K
5K
5K
5K
5K
5K
5K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
4,985
New Followees
-6
Engagement
0
250
500
750
Sony Electronics had an average engagement score of 104 and a highest of 491.
0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
122 1
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120
0 20 40 60 80 100 120
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
0 1 2 3 4 5 6 7 8 9 10
0 100 200 300 400 500 600 700 800 900 1000
#photo*
#sonyalpha*
#actioncam*
#sony*
#vaping*
#backtothefuture*
#sonyhires*
#sonyaudio*
#ecigs*
#a7r*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
20
40
60
80
100
120
140
160
180
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
photo sonyalpha actioncam sony vaping
Spread of Hashtags by day
0 100 200 300 400 500 600
#backtothefuture*
#sony*
#sonyhires*
#sonyaudio*
#sonyalpha*
#vaping*
#photo*
#ecigs*
#a7r*
#actioncam*
Engagement Score
Hashtags - Engagement
Average Response Rate : 0.0%
0
10
20
30
40
50
60
70
80
90
1-O
ct
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2-N
ov
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2-D
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Me
nti
on
s a
nd
Re
pli
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Replies Mentions
Customer Service
Total number of Mentions: 3,133
-10
0
10
20
30
40
50
60
70
80
90
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
Mentions Brand Tweets
Mentions
Influencers
Name Followers Tweets
Tony Hawk 4,125,277 1
Sony 4,008,997 25
Guy Kawasaki 1,468,355 2
Lui Calibre 919,763 2
Complex 882,822 1
TOP 5 INFLUENCERS
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