![[object Object],[object Object],[object Object],[object Object],[object Object],Monitoring Year in Review](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommandé
Contenu connexe
Similaire à RA Q4 social report
Similaire à RA Q4 social report (20)
RA Q4 social report
- 1. Rite Aid Q4 Social Business Report: (January 23 – April 23, 2011)
- 4. YEAR-END DATA NOTE: Rite Aid Facebook Page data included in separate section
- 5. 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 4% positive; 3% negative; 93% neutral 3% positive; 2% negative; 95% neutral 4% positive; 3% negative; 93% neutral 8% positive; 7% negative; 85% neutral 3% positive; 4% negative; 93% neutral 2% positive; 3% negative; 95% neutral 2% positive; 3% negative; 95% neutral 1% positive; 3% negative; 96% 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
- 6. Conversation Breakdown Deals/Promotions 91,309 30% Location-based 57,248 19% Miscellaneous 40,889 Shopping Experience 31,429 wellness+ 18,596 14% 10% 6%
- 8. Location-based Post Examples NOTE: This monitoring quarter, 27% of Location-based posts are check-ins (4,777)
- 9. Shopping Experience Example Posts
- 11. Q4 FINDINGS & OPPORTUNITIES
- 21. Q4 DATA NOTE: Rite Aid Facebook Page data included in separate section
- 22. Volume Over Time
- 23. Conversation Breakdown vs. Q3 Deals/Promotions Location-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%)
- 24. 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
- 25. 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%)
- 26. Conversation Topics on Twitter NOTE: % is percentage of TOTAL Q4 Twitter posts – Chart shows top five 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%)
- 27. Conversation Topics on Blogs NOTE: % is percentage of TOTAL Q4 Blog posts – Chart shows top five 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%)
- 28. Conversation Topics on Facebook NOTE: % is percentage of TOTAL Q4 Facebook posts – Chart shows top five 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%)
- 29. Overall Conversation Sentiment Over Time
- 30. Negative Conversation by Topic NOTE: % is percentage of TOTAL Q4 negative conversation – Chart shows top five Total Negative Conversation: 2,576 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%)
- 31. Deals/Promotions Sentiment Over Time Deals/Promotions conversation continues to contain mostly neutral posts, as bloggers list popular deals
- 32. wellness+ Sentiment Over Time Conversation about wellness+ aligns with Deals/Promotions, as bloggers talk about using the wellness+ card and +UPs for deal purchases
- 33. Shopping Experience Sentiment Over Time Shopping Experience remains mostly neutral, while positive and negative sentiment begin to decrease
- 34. Associate Satisfaction Sentiment Over Time Associate Satisfaction contains a small volume and emphasizes any shift Sentiment is slowly becoming polarized
- 35. Pharmacy Services Sentiment Over Time Pharmacy Services contains a small volume and emphasizes any shift Negative sentiment increased due to 15-Minute Guarantee
- 36. 15-Minute Guarantee Sentiment Neutral Negative Positive 575 (85%) 73 (11%) 26 (4%)
- 38. Facebook and Twitter Growth Since launch
- 39. Facebook Demographic Shift August 2 April 23 Since launch
- 40. Q4 ALERTS AND ISSUES MANAGEMENT SUMMARY
- 42. APPENDIX: MONTH 12 DATA NOTE: Rite Aid Facebook page data included in separate section
- 43. Volume Over Time
- 44. Average Posts Per Day
- 45. Breakdown by Topic Not in chart: <1% Careers: 161 -1% Financial/Stock/Business: 160 -1% General Info/411: 155 -1% Photo Services: 71 RA Brand/Proprietary: 70 Circular: 47 Health & Wellness: 29 No major shift in conversation share 9,254 (29%) Deals/Promotions 5,196 (16%) Miscellaneous +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%
- 46. Overall Sentiment Negative 747 (3%) Positive 394 (1%) -1% Neutral 28,344 (96%) +1% No major shift in sentiment share
- 47. wellness+ Sub-topics Not in chart: points accrual (5), Quest screening (1), 24/7 pharm chat, associate knowledge, advertising +UPs remain the largest sub-topic and lost 5% share +UPs -5% 1,670 (84%) miscellaneous +4% 187 (9%) 20% off discount 71 (4%) 10% off discount +1% 33 (2%) benefits 11 (1%)
- 48. Pharmacy Services Sentiment NOTE: Small volume of conversation Positive 24 (4%) +2% Neutral 310 (53%) +11% Negative 252 (43%) -13% Negative sentiment lost 13% share, due to decreased polarized conversation about the 15-Minute Guarantee
- 49. Pharmacy Services Sub-topics 15-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)
- 50. 15-Minute Guarantee Sentiment NOTE: 15-Minute Guarantee is a sub-topic of Pharmacy Services Negative sentiment lost 24% share, as negative posts about the initiative decrease Neutral 55 (8%) +4% Negative 184 (71%) -24% Positive 20 (21%) +20%
- 51. Deals/Promotions, wellness+, +UP Trends Deals/Promotions , wellness+ , +UPs ADD DEAL SPIKES!!
- 52. APPENDIX: MONTH 12 ENGAGMENT DATA
- 55. 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
- 56. 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
- 59. Sample Facebook Dialogue Example of cross-promotion on the CMN Hospital Facebook page Post about the AHA promotion: 2 comments, 335 “likes”
- 60. Sample Facebook Dialogue Post 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”
- 62. Sample Twitter Dialogue Music group, Burham (47,028 followers), tweeted about the CMN Hospital promotion – resulting in 24 RTs
- 63. APPENDIX: MONTH 12 WEB ANALYTICS
- 69. APPENDIX: MONTH 12 FACEBOOK & TWITTER POSTS
Notes de l'éditeur
- The end of the twelfth monitoring period and the fourth quarter also marks one year since the beginning of Rite Aid social conversation monitoring. The report covers volume, sentiment, conversation share and channel for the year, the quarter and the month. Since engagement from the Rite Aid social pages began in August, engagement and analytics cover quarterly and monthly highlights. Details about actions on previous opportunities, new opportunities, and alerts management summary are also included.
- TALKING POINTS: -In the past year of monitoring, volume of social conversation about Rite Aid continues to gradually increase (Month 10 and 8 contained more days) -Sentiment remains mostly neutral, as positive and negative conversation increase with specific issues and initiatives -Month 8: Black Friday, Christmas, National Day of Action -Month 11 and 12: 15-Minute Guarantee
- TALKING POINTS: -The big five topics in the past year of monitoring were Deals/Promotions, Location-based, Miscellaneous, Shopping Experience and wellness+, which totaled 79% of all conversation. -New topics were added in Month 5, including Photo Services, Circular, Health and Wellness and Social Goodwill, and in Month 9, including Labor Relations and Children’s Miracle Network.
- TALKING POINTS: -Volume of conversation in the fourth quarter of monitoring, covering Months 10, 11 and 12, increased by more than 10,000 posts.
- TALKING POINTS: -There was no major shift in share of conversation between this monitoring quarter and the last.
- TALKING POINTS: -Deals/Promotions continues to have more conversation than the rest of the topics, with more than 10% more than the next largest, Shopping Experience. -Shopping Experience saw a spike in volume during Month 10, due to Valentine’s Day shopping and popular Rite Aid deals. -Other key topics, wellness+, Pharmacy Services and Associate Satisfaction remained at a steady share.
- TALKING POINTS: -The most conversation about Rite Aid occurs on Twitter and Blogs, which account for 75% overall. -Blogs gained 6% share of overall conversation, while others lost share.
- TALKING POINTS: -There was no major shift in conversation and the top 5 topics of conversation on Twitter remained the same from last monitoring quarter. -Location-based and Deals/Promotions continue to take up 52% of all Twitter posts from Q4.
- TALKING POINTS: -Deals/Promotions takes up more than half of all conversation on Blogs. -Shopping Experience gained 9% of the total conversation, due to increased posts about deal bloggers shopping trips to get popular deals.
- TALKING POINTS: -There was no major shift in this monitoring quarter’s topics on Facebook, as Location-based remains on the top, followed by Shopping Experience.
- TALKING POINTS: -Overall sentiment remains mostly neutral and continues to grow. -Negative and positive sentiment gap remains small.
- TALKING POINTS: -Pharmacy Services gained a spot in the top five negative conversation topics this monitoring quarter, with an increase of 25.5% share of overall negative conversation. -The other four topics remained in the top five, as Location-based dropped out. -??Miscellaneous lost 12% share, as previous Labor Relations posts were counted as this topic (LR was added in Month 9).
- TALKING POINTS: -Conversation about Deals/Promotions continues to remain neutral, and negative and positive sentiment make up less the 1% of the conversation. -Neutral posts contain deal bloggers listing popular deals and scenarios.
- TALKING POINTS: -wellness+ continues to align with Deals/Promotions, with a mostly neutral sentiment. -Deal bloggers list popular deals and reference savings with the wellness+ card and +UP rewards.
- TALKING POINTS: -Shopping Experience continues to grow in neutral sentiment, as positive and negative conversation increase during holidays (Month 10 Valentine’s Day).
- TALKING POINTS: -Associate conversation continues to be mostly neutral, while positive and negative sentiment increase during holidays and particular issues (Valentine’s Day, Labor issues).
- TALKING POINTS: -The gap between neutral and negative sentiment began to close, as negative conversation surrounding the 15-Minute Guarantee grew.
- TALKING POINTS: -Conversation surrounding the 15-Minute Guarantee began this monitoring quarter and had a mostly negative sentiment.
- Average Weekly Facebook Growth through 5/23: 2,209 “likes”/week (1,377 more than last reporting period) Average Weekly Twitter Growth through 5/23: 217 “likes”/ week (143 more than last reporting period)
- TALKING POINTS: -Volume of conversation about Rite Aid in the social space increases at a gradual rate each monitoring period. -Month 8 and 10 contained more days than the others.
- TALKING POINTS: -Average posts per day in the monitoring periods continues to grow, as Month 12 increased from the previous by 78 posts. -Easter was the day after the monitoring period ended. Posts leading up to the holiday included deals and shopping trips.
- TALKING POINTS: -There was no major shift in conversation this monitoring period. -Social Goodwill gained 2%, and increased by 568 mentions – due to conversation about the AHA Facebook tab and Twitter contests. -Conversation about Children’s Miracle Network gained 1% share, and increased by 212 mentions.
- TALKING POINTS: -There was no major shift in share of sentiment during this monitoring period. -Evidenced by the previous slide, the majority of overall conversation is Deals/Promotions, Miscellaneous and Location-based – which are mostly neutral posts.
- TALKING POINTS: -The majority of conversation surrounding wellness+ continues to be mentions of +UPs. -UPs lost 5% share due to lack of conversation about +UP limits that caused growth last monitoring period.
- TALKING POINTS: -Neutral conversation about Pharmacy Services gained 11%, due to decreased polarized conversation about the 15-Minute Guarantee. -Negative sentiment continues to remain a large portion of the share, with 43%.
- TALKING POINTS: -Pharmacy experience passes 15-Minute Guarantee to become the largest sub-topic this monitoring period, with 56%. -15-Minute Guarantee lost 10% share due to decreased conversation about the initiative. -Little to no conversation remains for flu shot, rx transfer, text/mobile refill and med advice/consult.
- TALKING POINTS: -Negative sentiment about 15-Minute Guarantee lost 24% share this month, due to decreased conversation about the initiative. -Positive sentiment gained 20% share, which aligns with consumer survey results.
- TALKING POINTS: -Deals/Promotions, wellness+ and +UPs continue to align in timing of conversation. -Conversation increases during popular deals shown above each spike.