MasterCard Social Media Analysis Q4 2015

MasterCardon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Mastercard FB

MasterCard: Social Media Report

This report looks at how

MasterCardperformed on social media between

October 1st – December 31st, 2015

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Analysis of

MasterCardFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

2,242,534 5,571 .25%United

States

Mostly Older, Female and

Attached.

MasterCard

Engagement Score Total Fan Posts

216 707

Total Posts Brand Response Rate

49 4.24%

Total Likes Avg. Reply Time

75,788 17 hrs, 20 mins

Total Comments General Sentiment

2,198 Neutral

Total Shares

5,643

Most Engaging Content Type

Corporate Social

Responsibility

Least Engaging Content Type

Events

sponsored/attended

Most Prolific Content Type

Brand News

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

2,220K

2,225K

2,230K

2,235K

2,240K

2,245K

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

Fan Growth

Total Fans

2,242,534

New Fans

5,571

Engagement

0

250

500

750

1,000

Mastercard had an average engagement score of 216 and a highest of 771.

Community Analysis

Mastercard fans are mostly Older, Female and Attached. Mastercard fans are largely from United States followed by Mexico.

Fan Demographics Distribution of Fans

38%

63%

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

United States

Mexico

Puerto Rico

Venezuela

Colombia

India

Nigeria

Brazil

Canada

0

1

2

3

4

5

6


Brand Posts

Top keywords used Frequency

MasterCard 11

PricelessSurprises 8

Cricket 8

Stars 7

Rules 6

24%

76%

Brand Participation Brand Non Participation

77%

2%

21%

Posititve Negative Neutral

Brand Posts - Engagement

Mastercard responded to 12 conversations generated by the 49 Posts they published.

Mastercard receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

23-NOV-15, MON 4:41PM

Android Pay with MasterCard takes the time out of buying stuff. What’s that mean to Harley Morenstei ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

976 7,645 766 3,341 Positive

11-NOV-15, WED 4:31PM

A great Cricket All Stars match is full of #PricelessSurprises, like the one this Citi MasterCard ca ..

17-NOV-15, TUE 12:16PM

A Cricket All-Stars match deserves all-star #PricelessSurprises, like how this cardholder watched Cr ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

816 17,220 133 241 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

771 14,860 157 205 Positive

NO IMAGE NO IMAGE

http://www.facebook.com/118506734852309/posts/918130828223225



Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25

0 100 200 300 400 500

Videos

Links

Photos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 100 200 300 400

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

MasterCard 521

post 197

card 35

payment 28

Heartland Payment

Systems

27

User Posts

0

5

10

15

20

25

30

35

40

45

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

Mastercard responded to 30 conversations generated by the 707 Posts fans published.

Mastercard appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

4%

96%

Brand Participation Brand Non Participation

32%

4%64%

Posititve Negative Neutral

Most of Mastercard posts were around 'Customer Loyalty Programs', and posts around 'Corporate Social Responsibility' received the highest engagement.

Content Intel

0 5 10 15 20 25

0 100 200 300 400 500 600 700 800

Banking Plans

Brand News

Others

Events…

Careers

Contest/Sweepstakes

Corporate Social…

Ad Campaigns

New Promotions

Question to fans

Facebook App

Like This/Engagement…

Customer Loyalty…

Number of Posts

Engagement Score


In Mastercard Posts about General Happenings, the category Sports received the highest engagement.

Content Intel

About General Happenings

0 1 2 3 4 5 6 7

0 10 20 30 40 50 60 70 80 90

On Social Media

Others

Entertainment

Question to fans

Sports

Festival/Greetings

Technology

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10 12 14 16 18

0 20 40 60 80 100 120 140

Rock the RedCarpet

GRAMMYs 2016

#GRAMMYConcert

Number of Posts

Engagement Score


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

by Unmetric and are not restricted to the time period analyzed

Analysis of

MasterCardTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

439,103 12,314 2.89% Worldwide

MasterCard@mastercard

Engagement Score

66

Total Proactive Tweets

232

Retweets Total

115

Replies Total

469

Favorites Total

15,913

Total Mention

12,271

Total Retweets

2,999

Total Replies

0

Response Rate (%)

3.65%

Average Reply Time (mins)

3607

Most Engaging

#AcceptanceMatters

Most Recent

GRAMMYs 2016

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

420K

422K

424K

426K

428K

430K

432K

434K

436K

438K

440K

442K


Follower Growth

Total Followers

439,103

New Followers

12,314

12K

12K

12K

12K

12K

12K

12K

12K

12K


Followee Growth

Total Followees

11,735

New Followees

76

Engagement

0

250

Mastercard Priceless had an average engagement score of 66 and a highest of 230.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

232 115

See what happens when Android Pay

with MasterCard gives cashier

@Arielle more time to play.

https:/..

30-Oct-15, Fri 11:26AM

ENGMT. FAV. REPLIES RETWEETS

735 2,245 70 168

Top Engaging Tweets

This @Dodgers legend struck out as a

groundskeeper, but his

#PricelessSurprises delivery was a

home..

From dinner with close friends to dinner

with close friends AND Mariano

Rivera! #PricelessNY https:..

20-Oct-15, Tue 03:25PM


627 611 26 242

18-Dec-15, Fri 03:04PM


494 605 30 146

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/MasterCard/status/660115542469029889



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

0 50 100 150 200 250

0 10 20 30 40 50 60 70 80

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120 140 160 180 200

0 500 1000 1500 2000 2500

#rentmoolamonday

#win*

#giveaway*

#contest*

#pricelesssurprises*

#kimmel*

#yahoo*

#pricelessny*

#tracy2fm*

#tourinvencible*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

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

rentmoolamonday win giveaway contest pricelesssurprises

Spread of Hashtags by day

0 10 20 30 40 50 60 70 80

#rentmoolamonday

#tourinvencible*

#giveaway*

#pricelessny*

#kimmel*

#pricelesssurprises*

#contest*

#tracy2fm*

#win*

#yahoo*

Engagement Score

Hashtags - Engagement

Average Response Rate : 3.65%

0

50

100

150

200

250

300

350

400

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 : 2 days 12 hours 7 minutes

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

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

300

350

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

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 : 2,999

-50

0

50

100

150

200

250

300

350


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 12,271

-50

0

50

100

150

200

250

300

350

400


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Champions League 11,104,970 1

Mashable 6,907,511 2

Samsung Mobile US 5,306,184 2

Noel Schajris 4,538,867 4

Hindustan Times 3,240,924 1

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

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