As we approach the Thanksgiving holiday and one of the busiest shopping weekends of the year, we will be analyzing social media and email trends and data to provide you with the top digital marketing trends for Black Friday, Cyber Monday, and more. We’ll be covering everything from social conversation trends to top brands on social media. Every day we’ll be adding to this post with the latest day’s research and trends. Be sure to check back for the most up-to-date, comprehensive analysis on social and email trends over the Black Friday weekend. This data was pulled from Salesforce Marketing Cloud’s Social Studio. Social Studio analyzes more than 650 million data sources from Twitter, Facebook, YouTube, blogs, news sites, and more. Request a demo to see how social listening can impact your business.

1. 2014 SOCIAL MEDIA REVIEW
BLACK FRIDAY
NOVEMBER 29

2. TOTAL POST VOLUME OVER PAST 24 HOURS
2,734,913
Post Volume
200K
150K
100K
50K
0
168K
102K
125K

3. GENDER BREAKDOWN
58% FEMALE
42% 58%

4. TRENDING ON SOCIAL
63K 60K 19K
Number of Black
Friday brawls
mentioned. Top stores
mentioned included
Walmart, Kohl’s, and
Victoria’s Secret.
Discussions revolved
around Cyber Monday.
This “mayhem free”
holiday captured the
attention of those who
would rather wait.
Customers shared
their “waiting in line”
experiences, from
camping outside the
stores to getting
in line early in
the morning.
KEY TOPICS

5. TRENDING ON TWITTER
TOP BRANDS
Nov. 2014
Nov. 2013
46K
3.1K
1384%YoY
Nov. 2014
Nov. 2013
34K
59K
42%YoY
Nov. 2014
Nov. 2013
26K
8.9K
192%YoY
Nov. 2014
Nov. 2013
16K
10K
60%YoY
Nov. 2014
Nov. 2013
15K
6.4K
134%YoY

6. TOP SOCIAL PERFORMERS
TWITTER
TOP BRAND MENTIONS TOP KEYWORDS
31%
16%
15%
12%
Walmart
Kohl’s
Apple
Amazon
Target
34%
23%
9%
7%
Shopping
Sale
Deal
Store
Gift
26% 27%

7. TOP SOCIAL PERFORMERS
HASHTAGS
#blackfriday 112K
#Win
4K
#BlackholeFriday
3K

8. TOP SOCIAL PERFORMERS
TWEETS

9. Sources: Social data was pulled from Salesforce Marketing Cloud’s Radian6. Radian6 analyzes more than 650 mil-lion
data sources from Twitter, Facebook, YouTube, blogs, news sites, and more. Twitter percentage growth was
based over the past 25 days. Sources were deemed influential based on the number of respective followers, the
number of on-topic posts they produced, and the number of retweets they accumulated over the reporting period.