RA Q4 social report

Rite Aid Q4 Social Business Report:(January 23 – April 23, 2011)

© MARC USA, 2011 — All Rights Reserved 2

In the past year, MARC has read 284,024 posts about Rite Aid in the social space, which continues to grow each monitoring period by more than 2,000 posts

Conversation began and remains at 90% or more neutral each monitoring period– For sentiment to be affected, an issue or initiative must be large or the

monitoring period must contain a few polarized issues

Throughout the year, five topics remained at the top of social conversation, including Deals/Promotions, Location-based, Miscellaneous, Shopping Experience and wellness+– These topics make up 79% of total share of conversation

Monitoring Year in Review


Discontinue quarterly reports?

LISA


YEAR-END DATANOTE: Rite Aid Facebook Page data included in separate section


Post Volume and Sentiment

5.5% positive; 3.5% negative; 91% neutral

7% positive; 3.5% negative; 90% neutral

6% positive; 4% negative; 90% neutral

5% positive; 3% negative; 91.5% neutral









12,848 posts

15,389 posts

18,008 posts

19,904 posts

21,375 posts

24,628 posts

22,276 posts

32,667

posts

25,912 posts

34,213 posts

27,319 posts

29,485 posts


Conversation Breakdown

Deals/Promotions91,309

30%30%

Location-based57,248

19%19%

Miscellaneous40,889

Shopping Experience31,429

wellness+18,596

14%14%

10%10%

6%6%


Deals/Promotions Post Examples


Location-based Post Examples

NOTE: This monitoring quarter, 27% of Location-based posts are check-ins (4,777)


Shopping Experience Example Posts


wellness+ Example Posts


Q4 FINDINGS & OPPORTUNITIES


The volume of conversation continues to increase by more than 10,000 posts per quarter – This quarter, there was a 12.5% increase in posts over the previous quarter– 91,017 posts this quarter and more than 80,000 posts in Q3

There were no major shifts in conversation share during this monitoring quarter, as the top five topics remained the same and accounted for 82% of the total conversation– Deals/Promotions: 29%– Location-based: 18%– Miscellaneous: 16%– Shopping Experience: 13%– wellness+: 6%

Q4 Findings: Monitoring


Of the key topics, Deals/Promotions continues to have the most share, with nearly 30% in the past three monitoring periods– The next largest topic, Shopping Experience saw a spike in volume during

Month 10’s Valentine’s Day as it reached 16%– The remaining key topics, wellness+, Pharmacy Services and Associate

Satisfaction each make up fewer than 10% share

Overall conversation about Rite Aid in the social space remains mostly neutral– The gap between negative and positive sentiment is small (less than 2%

difference)



Nearly half of Rite Aid conversation takes place on Twitter (46%)– Posts are primarily Location-based and Deals/Promotions

Blogs make up 29% of overall conversation– More than half of the conversation on Blogs is about Deals/Promotions (52%)– Shopping Experience gained 9% of share this monitoring quarter

Facebook makes up 14% of overall conversation– Post are primarily Location-based and Shopping Experience



Drivers of Negative Conversation include:– Pharmacy Services: 863 mentions

• Gained 25.5% this monitoring quarter, resulting in 33.5% of the total negative conversation

• Contain 15-Minute Guarantee sub-topic (575 negative mentions)

– Shopping Experience: 638 mentions– General Feedback: 385 mentions– Associate Satisfaction: 181 mentions– Miscellaneous: 120 mentions



Deals/Promotions, wellness+ and +UPs continue to align in sentiment, containing mostly neutral posts (more than 90%)

Shopping Experience and Associate Satisfaction did not see any major shifts in share of sentiment this monitoring quarter– Sentiment in these topics tends to shift during holidays

Pharmacy Services increased in negative sentiment during the last few monitoring periods, due to negative conversation surrounding the 15-Minute Guarantee initiative– 15-Minute Guarantee had 85% negative sentiment



Facebook and Twitter have seen steady growth in page “likes” and followers– As of 4/25, Facebook had 21,987 page “likes,” and averaged at 2,071 new page “likes”

per week for the monitoring period– Twitter had 2,893 followers, and averaged at 251 new followers per week for the

monitoring period

The Facebook demographic continues to include a majority of females, ages 25-34

Customers primarily use the Facebook page as a customer service resource, detailing in-store experiences

– They also see the page as a source to ask relevant questions and get quick and easy answers (about policies and particular deals)

– Associates have also used the page to answer questions and talk about their work at Rite Aid

Q4 Findings: Engagement


Facebook sees the most engagement on posts about:– General engagement questions– Deal posts

Facebook sees the least engagement on posts about:– Photo offers

As Twitter growth and engagement continues to increase, followers primarily see it as a customer service resource, tagging Rite Aid in posts about positive or negative in-store experience– RTs and @replies have increased each monitoring period, and saw a high

during M12 with 75 RTs (35 more than last monitoring period)

Q4 Findings: Engagement


Facebook consistently drives more traffic to riteaid.com than Twitter– The most popular link from Facebook is the Circular– Particular initiatives performed well: Winter Rewards, Heart Health, Resolution

Rewards, American Heart Association Heart Guide

Visitors to riteaid.com from Facebook and Twitter spend nearly a minute more time on site than the site’s average visitor

Visitors from Facebook and Twitter also have a higher bounce rate than the site’s average– Bounce rate = % of single-page visits– Could indicate that visitors found accurate information on entry page and did

not need to navigate

Q4 Findings: Web Analytics


Based on Q3 opportunities, MARC:– Created multi-dimensional posts– Expanded Twitter strategy and content, including first Twitter contest– Explored Blogger outreach

Next Opportunities:– xx

Opportunities


Q4 DATANOTE: Rite Aid Facebook Page data included in separate section


Volume Over Time


Conversation Breakdown vs. Q3

Deals/Promotions

Loca

tion-based -4

%

Miscellaneous +3%

Shopping Experience +3% wellness+

Thrifty Ice Cream +1%

Online Programs/Services

Circular 139 (<1%)Health & Wellness 144 (<1%)Photo Services 275 (<1%)CMN 328 (<1%)Labor Relations 395 (<1%)RA Brand/Proprietary Products 471 (<1%)Social Goodwill 589 (1%)Careers 643 (1%) -1%Financial/Stock/Business 806 (1%) -1%General Feedback 912 (1%)General Info/411 1,038 (1%) -1%

Pharmacy Services

Associate Satisfaction

29,081 (29%)17,714 (18%)

16,495 (16%)

13,980 (13%)

6,433 (6%)

3,777 (4%)

2,712 (3%)

2,011 (2%)

1,565 (2%)


Share of Conversation by Key Topic

Deals/Promotions remains steady, as the largest key topic

Shopping Experience hit a high, due to Valentine’s Day and deals

wellness+, Pharmacy Services and Associate Satisfaction remain steady


Overall Conversation by Channel

Twitter -2%

Blogs +6%

Facebook -3%

Comments

Forums/Replies -1%1,533 (2%)Buy/Sell -1%

1,220 (1%)

Videos/Images +1%595 (1%)

42,312 (46%)

26,159 (29%)

12,542 (14%)

6,568 (7%)


Conversation Topics on Twitter

Shopping Experience +3%

Miscellaneous +3.5%

Thrifty +1%

Deals/Promotions -2%

Location-based -5%

12,162 (28%)

10,467 (24%)

6,839 (16%)

6,466 (15%)

2,528 (6%)

NOTE: % is percentage of TOTAL Q4 Twitter posts – Chart shows top five


Conversation Topics on Blogs

Shopping Experience +9%

wellness+

Miscellaneous +4%

Deals/Promotions +1%

Online Programs/Services -4%

3,669 (14%)

4,625 (18%)

4,842 (18.5%)

13,719 (52%)

1,795 (7%)

NOTE: % is percentage of TOTAL Q4 Blog posts – Chart shows top five


Conversation Topics on Facebook

Miscellaneous +4%

Deals/Promotions +3%Shopping Experience

Associate Satisfaction

Location-based -7%

1,883 (15%)

1,097 (9%)

3,155 (25%)

2,104 (17%)

2,257 (18%)

NOTE: % is percentage of TOTAL Q4 Facebook posts – Chart shows top five


Overall Conversation Sentiment Over Time


Negative Conversation by Topic

Shopping Experience -6%

Pharmacy Services +25.5%

General Feedback +4%

Associate Satisfaction -4.5%

Miscellaneous -12%

863 (33.5%)

638 (25%)

385 (15%)

181 (7%)

120 (4%)

NOTE: % is percentage of TOTAL Q4 negative conversation – Chart shows top five Total Negative Conversation: 2,576


Deals/Promotions Sentiment Over Time

Deals/Promotions conversation continues to contain mostly neutral posts, as bloggers list popular deals


wellness+ Sentiment Over Time

Conversation about wellness+ aligns with Deals/Promotions, as bloggers talk about using the wellness+ card and +UPs for deal purchases


Shopping Experience Sentiment Over Time

Shopping Experience remains mostly neutral, while positive and negative sentiment begin to decrease


Associate Satisfaction Sentiment Over Time

Associate Satisfaction contains a small volume and emphasizes any shift

Sentiment is slowly becoming polarized


Pharmacy Services Sentiment Over Time

Pharmacy Services contains a small volume and emphasizes any shift

Negative sentiment increased due to 15-Minute Guarantee


15-Minute Guarantee SentimentNeutral

Negative

Positive

575 (85%)

73 (11%)

26 (4%)


Q4 ENGAGEMENT HIGHLIGHTS


Facebook and Twitter GrowthSince launch


Facebook Demographic ShiftAugust 2

April 23

Since launch


Q4 ALERTS AND ISSUES MANAGEMENT

SUMMARY


Labor Relations: MARC monitored union-related issues, including Day of Actions, strikes and contact negotiations

+UP limits: MARC monitored conversation on the RA Facebook page and elsewhere in the social space– Worked with the RA team to find a solution and response– Created opportunity to reevaluate protocol for big issues

15-Minute Guarantee: MARC implemented a high-alert monitoring process for the issue– To date, MARC has sent ## alert emails, including ## posts

Other issues and resolutions– Pharmacy and customer service experiences

Major Alert Issues


APPENDIX: MONTH 12 DATANOTE: Rite Aid Facebook page data included in separate section


Volume Over Time


Average Posts Per Day


Breakdown by Topic

Not in chart: <1%Careers: 161 -1%Financial/Stock/Business: 160 -1%General Info/411: 155 -1%Photo Services: 71RA Brand/Proprietary: 70Circular: 47Health & Wellness: 29

No major shift in conversation share

9,254 (29%)

Deals/

Prom

otion

s

5,196 (16%)

Misc

ella

neou

s +3% 6,523 (20%)

Location-based -1%

4,086 (13%)

Shopping Experience

1,935 (6%)wellness+ -1%

1,444 (4%) Thrifty Ice Cream

957 (3%) Online Programs/Services

578 (2%)

Labor Relations +

1%

587 (2%) Pharmacy Services -1%456 (1%) Associate Satisfaction -1%

235 (1%)

General Feedback

216 (1%)

CMN +1%

194 (1%)

Social Goodwill +2%


Overall Sentiment

Negative747 (3%)

Positive394 (1%)

-1%

Neutral28,344 (96%)

+1%

No major shift in sentiment share


wellness+ Sub-topics

Not in chart:points accrual (5), Quest screening (1), 24/7 pharm chat, associate knowledge, advertising

+UPs -5%

1,670 (84%)

miscellaneous +4%

187 (9%)

20% off discount

71 (4%)

10% off discount +1%

33 (2

%)

benefits

11 (1

%)

+UPs remain the largest sub-topic and lost 5% share


Pharmacy Services Sentiment

NOTE: Small volume of conversation

Positive24 (4%)

+2%

Neutral310 (53%)

+11%

Negative252 (43%)

-13%

Negative sentiment lost 13% share, due to decreased polarized conversation about the 15-Minute Guarantee


Pharmacy Services Sub-topics15-Minute Guarantee lost 10% share, due to decreased conversation about the sub-topic

pharmacy experience +10%

flu shot -2%2 (<1%)

rx transfer, $25 gc +1%4 (1%)

text/mobile refill +1%4 (1%)

15-minute guarantee -10%

339 (56%) 259 (42%)

Not in chart:med advice/consult (0)


15-Minute Guarantee SentimentNeutral55 (8%)

+4%

Negative184 (71%)

-24%

Positive20 (21%)

+20%

NOTE: 15-Minute Guarantee is a sub-topic of Pharmacy Services

Negative sentiment lost 24% share, as negative posts about the initiative decrease


Deals/Promotions, wellness+, +UP Trends

Deals/Promotions, wellness+, +UPs

ADD DEAL SPIKES!!


APPENDIX: MONTH 12 ENGAGMENT DATA


Once again, the Rite Aid Facebook page saw a significant increase in growth – Average of 2,071 Facebook page “likes” per week (1,239 more customers per

week than last period)

Twitter growth also increased at 251 new followers per week (177 more followers per week than last period)

This period, the wall saw 383 posts and 833 comments, an increase by 2 posts and a decrease by 476 comments– During the week, the most engagement happened at noon, 5 p.m.

and 3 p.m.*– Engagement spiked on weekends at noon and 10 p.m.

Engagement Overview


Facebook and Twitter GrowthAverage Fan Increase Weeks 3/28 – 4/25:• Facebook: 2,071 new page “likes” per week• Twitter: 251 new followers per week

Week of 3/28/11

Week of 4/4/11

Week of 4/11/11

Week of 4/18/11

Week ending

4/25/11

FACEBOOK

Number of Page Likes (as of Mon.) 15,347 16,862 18,444 19,531 21,987

TWITTER

Number of Followers (as of Mon.) 2,176 2,239 2,318 2,801 2,893

(Numbers are cumulative each week)


Facebook Page Like Growth

4/20: 895 new “likes:” AHA campaign was promoted in the wellness+ email

4/7: 788 “likes:” AHA pages Go Red for Women (202,284 “likes”) and Start!

Walking Program (99,576 “likes”) both posted about the RA Facebook promotion

4/12: 147 new “likes:” AHA Banner was added to Rite Aid Website


Facebook New Likes vs. Unlikes

3/1/11 – 3/31/11

23 “Unlikes”

18 “Unlikes” 4/20: 895 new “likes:” AHA campaign was promoted in the wellness+ email

4/7: 788 “likes:” AHA pages Go Red for Women (202,284 “likes) and Start!

Walking Program (99,576 “likes”) both posted about the RA Facebook promotion


Wall posts averaged 9 Comments and 27 “Likes” per post– Last period, wall posts averaged 10 Comments and 12 “Likes” per post

The highest interaction was received for the following posts: – 4/18 post asking how people will use their tax refund:

• 62 comments, 11“likes” (19,874 Impressions)– 4/20 wellness+ Wednesday post about +UP limits:

• 27 comments, 68 “likes” (18,596 Impressions)– 4/7 post about World Health Day:

• 26 comments, 17 “likes” (15,840 Impressions)– 3/30 post asking what beauty product people would take if they were stranded on an island:

• 21 comments, 9 “likes” (11,742 Impressions)– 4/18 post about the American Heart Association promotion:

• 2 comments, 335 “likes” (13,011 Impressions)

Facebook Conversation Summary

NOTE: Impressions is the raw number of times the story has been seen on the wall and in the news feed of fans


Posts with improved conversation :– Front-end deals (Average of 6 comments and 10 “likes”)

• An increase of 4 comments and 6 “likes” after making the posts more engaging with related questions

– Pharmacist Sarah (Average of 3 comments and 14 “likes”)• An increase of 2 comments and 7 “likes” after introducing her to our Facebook community

Posts generating minimal conversation:– Photo Offers (Average of 7 comments and 2 “likes”)– Of the six geo-targeted posts that went out this period, only 3 “likes” and 2 comments

were received

Facebook Conversation Summary


Sample Facebook Dialogue

Example of cross-promotion on the CMN Hospital Facebook page

Post about the AHA promotion: 2 comments, 335 “likes”


Sample Facebook DialoguePost about the mother who gave

birth in a Rite Aid parking lot: 13 comments, 29 “likes”

Post introducing Pharmacist Sarah: 5 comments, 29 “likes”

Wellness Post about the benefits of almonds: 10 comments, 32 “likes”


This period, there was a total of 518 tweets that tagged @riteaid – The total amount of followers reached through these tweets was 318,480

On 4/18, MARC hosted Rite Aid’s first Twitter contest– “Tell us your favorite thing to include in an Easter basket” – The week of the contest, there was an increase of 443 followers– A total of 234 people participated in the contest

Nearly 75 Rite Aid tweets were retweeted this period (topics ranged from CMN Hospitals and AHA promotion, Easter contest and wellness+)

– There were 35 more retweets this period compared to last – There was an additional 74,780 followers reached through these retweets

Customers tweet @riteaid to:– Share personal shopping, transaction and pharmacy experiences– Coupon moms tagging Rite Aid to their deal blogs – Individuals participating in the Easter contest

The majority of negative tweets were related to pharmacy complaints and shopping experiences including low stock or long lines

Twitter Conversation Summary


Sample Twitter Dialogue

Music group, Burham (47,028 followers),

tweeted about the CMN Hospital promotion –

resulting in 24 RTs


APPENDIX: MONTH 12 WEB ANALYTICS


Total visitors to riteaid.com through Facebook and Twitter:– Facebook: 1,331 visits

• Facebook drove 13x more traffic than Twitter (M11: 15x)

– Twitter: 172 visits

Visitors from Facebook and Twitter stayed nearly one minute longer of the site than the site average (3:13 vs. 2:58)– M11 time on site: 4:51

FB/T visitors have an 18% higher bounce rate than the site average (39.45% vs. 21.21%)– M10 bounce rate: 33.75%

Web Analytics

NOTE: Bounce rate= % of single-page visits


Top clickthroughs by volume– Facebook

• Circular – 975 visits• wellness+ – 193 visits

– Nearly 100 more visits than last monitoring period

• Homepage – 52 visits• Photo – 41 visits• Heart Health – 25 visits

– New to top links

– Twitter• Circular – 100 visits

– Nearly double from last monitoring period

• wellness+ – 34 visits• Homepage – 23 visits

Web Analytics: Top Links


Web Analytics: Facebook


Web Analytics: Twitter


Facebook generated 35 wellness+ signups during this monitoring period– wellness+ link had 34 completed signups from 193 visits (17.62%)– Heart Health link had 1 signup from 25 visits (4%)

Twitter generated zero wellness+ signups

Web Analytics: wellness+ Signups


APPENDIX: MONTH 12 FACEBOOK & TWITTER

POSTS

RA Q4 social report

Documents