Take a deep dive in to the social media metrics behind Burberry's social media efforts as it engages its global fan base with new product launches.

1. Burberry
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Burberry FB

2. Burberry: Social Media Report
This report looks at how
Burberry
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
Burberry
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
17,055,175 144,278 .85% Worldwide
Mostly Older, Female and
Attached.
Burberry

6. Engagement Score
256
Total Posts
73
Total Likes
157,430
Total Comments
3,828
Total Shares
113,768
Most Engaging Content Type
Ad Campaigns
Least Engaging Content Type
Event
Most Prolific Content Type
Product Offerings/Updates
BRAND POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 16,800K
16,850K
16,900K
16,950K
17,000K
17,050K
17,100K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
17,055,175
New Fans
144,278

8. Engagement
0
250
500
750
1,000
1,250
Burberry had an average engagement score of 256 and a highest of 988.

9. Community Analysis
Burberry fans are mostly Older, Female and Attached. Burberry fans are largely from United States followed by
Philippines.
Fan Demographics Distribution of Fans
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
0K 500K 1,000K 1,500K 2,000K
United States
Philippines
Turkey
Indonesia
Italy
India
Mexico
Malaysia
France

10. 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
Burberry 26
Explore festive gifts
http://brby.co/3sw
16
Burberry festive
campaign
16
festive season 16
gift inspiration 14

11. Most Engaging Brand Posts
23-DEC-15, WED 5:00AM
Discover Lunar New Year gifts from
Burberry. Signature bags and iconic
cashmere scarves for him and ..
20-DEC-15, SUN 7:00AM
Discover Lunar New Year gifts from
Burberry. Signature bags and iconic
cashmere scarves for him and ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
559 132 3 4,967 Uncategorized
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
558 90 1 4,961 Positive

12. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60 70
0 100 200 300 400 500
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

13. Most of Burberry posts were around 'Product Offerings/Updates', and posts around 'Ad Campaigns' received the
highest engagement.
Content Intel
0 5 10 15 20 25 30
0 50 100 150 200 250 300 350 400 450 500
Brand News
Others
Event
Corporate Social…
Ad Campaigns
Special Offer
New Collection
Celebrity Endorser…
Question
Contest
Product Offerings/Updates
Facebook App
Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. In Burberry Posts about Luxury, Advice/Tips posts received
the highest engagement.
In Burberry Posts about General Happenings, the category
Festival/Greetings received the highest engagement.
Content Intel
About Luxury About General Happenings
0 1 2
0 5 10 15
Fact
Others
Advice/Tips
Event
Fashion News
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3
0 20 40 60 80 100
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

15. Campaign Intel
0 2 4 6 8 10 12
0 100 200 300 400 500 600
Burberry 2016 collection
Burberry Menswear January 2016
Show
The Burberry Festive Book of Gifts
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of Burberry campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

16. Analysis of
Burberry
Twitter Account
Oct 01, 2015 - Dec 31, 2015

17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
5,450,307 704,917 14.85% Worldwide
Burberry
@Burberry

18. Engagement Score
60
Total Proactive Tweets
491
Retweets Total
8
Favorites Total
150,765
Total Mention
21,312
Total Retweets
53,897
BRAND TWEETS USER TWEETS
Brand Overview

19. 4,200K
4,400K
4,600K
4,800K
5,000K
5,200K
5,400K
5,600K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
5,450,307
New Followers
704,917

20. 0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
232
New Followees
3

21. Engagement
0
250
Burberry had an average engagement score of 60 and a highest of 177.

22. 0
5
10
15
20
2-Oct 16-Oct 30-Oct 13-Nov 27-Nov 11-Dec 25-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
491 8

23. #RomeoBeckham arrives for the
@Burberry festive film premiere
in #London
https://t.co/hAYbmmFYGD
03-Nov-15, Tue 02:04PM
ENGMT. FAV. REPLIES RETWEETS
733 4,301 64 2,536
Top Engaging Tweets
.@PalomaFaith arrives on the red
carpet to celebrate the premiere
of the @Burberry festive film htt..
03-Nov-15, Tue 01:27PM
ENGMT. FAV. REPLIES RETWEETS
539 5,010 191 1,162
NO IMAGE NO IMAGE

24. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 100 200 300 400 500 600
0 10 20 30 40 50 60 70
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

25. 0 5 10 15 20 25 30 35 40 45 50
0 1000 2000 3000 4000 5000 6000
#burberrygifts*
#romeobeckham*
#london*
#burberry*
#britannias*
#burberryhongkong
#spectrepremiere*
#bfa*
#christmas*
#artofthetrench*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

26. 0
200
400
600
800
1000
1200
1400
1600
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
burberrygifts romeobeckham london burberry britannias
Spread of Hashtags by day

27. 0 20 40 60 80 100 120 140 160
#burberryhongkong
#britannias*
#artofthetrench*
#burberry*
#london*
#christmas*
#bfa*
#burberrygifts*
#romeobeckham*
#spectrepremiere*
Engagement Score
Hashtags - Engagement

28. 0
200
400
600
800
1000
1200
1400
1600
1800
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

29. Total number of Retweets : 53,897
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
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
Retweets of Brand Tweets Brand Tweets
Retweets

30. Total number of Mentions: 21,312
-200
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
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

31. Influencers
Name Followers Tweets
Paris Hilton 13,596,564 2
Vogue Magazine 10,447,385 4
Victoria Beckham 9,715,687 2
James Corden 6,432,117 5
ELLE Magazine (US) 5,307,358 3
TOP 5 INFLUENCERS

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