Take a deep dive into Pepsi's social media habits as they talk nostalgia, products and pop culture to engage their global audiences on Facebook and Twitter.

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

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

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

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
6,482,332 81,939 1.28%
United
States
Mostly Young, Female
and Attached.
Pepsi

6. Engagement Score Total Fan Posts
833 4,690
Total Posts General Sentiment
42 Neutral
Total Likes
376,553
Total Comments
31,148
Total Shares
156,947
Most Engaging Content Type
Others
Least Engaging Content Type
Recipes/Product Updates
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 6,340K
6,360K
6,380K
6,400K
6,420K
6,440K
6,460K
6,480K
6,500K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
6,482,332
New Fans
81,939

8. Engagement
0
250
500
750
1,000
1,250
Pepsi had an average engagement score of 833 and a highest of 1000.

9. Community Analysis
Pepsi fans are mostly Young, Female and Attached. Pepsi fans are largely from United States followed by India.
Fan Demographics Distribution of Fans
35%
65%
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 2,000K 4,000K 6,000K 8,000K
United States
India
Mexico
Puerto Rico
Egypt
France
Venezuela
Jamaica
Brazil

10. 0
1
2
3
4
5
6
7
8
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Tune 7
Empire 7
6-pack bottles 6
PepsiPerfect 5
FOX 5

11. Most Engaging Brand Posts
08-DEC-15, TUE 12:00PM
#BringBackCrystalPepsi? The dedicated
employees of the 92nd Floor never shut
down back in the 90s. A ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 38,867 5,473 23,065 Positive
12-NOV-15, THU 9:21AM
Uncle Drew is back, and he brought
company. Tune in to see what happens
next! #UncleDrew
15-OCT-15, THU 5:52PM
Here's to 23 years of racing and 18
years of partnership. Thank you, Jeff
Gordon #Team24
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 53,167 3,503 44,577 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 95,098 3,548 35,896 Positive
NO IMAGE NO IMAGE NO IMAGE

12. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30 35
0 200 400 600 800 1,000
Videos
Photos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10 12
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

13. Top Keywords Used Frequency
Pepsi 1493
Crystal Pepsi 945
Diet Pepsi 479
Thanks 377
Pepsi Perfect 338
User Posts
0
200
400
600
800
1,000
1,200
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

14. Most of Pepsi posts were around 'Contest', and posts around 'Others' received the highest engagement.
Content Intel
0 1 2 3 4 5 6 7 8 9 10
0 200 400 600 800 1000 1200
Brand News
Others
Event
Engagement-oriented…
Corporate Social…
Ad Campaigns
Photos
Special Offer
Fan-specific content
Recipes/Product Updates
Contest
Question to fans
Festival/Greetings
Facebook App
Number of Posts
Engagement Score
Engagement Score Number of Posts

15. In Pepsi Posts about General Happenings, the category On Sports received the highest engagement.
Content Intel
About General Happenings
0 2 4 6 8 10 12 14
0 100 200 300 400 500 600 700 800 900 1000
On Social Media
On Sports
Others
Entertainment
Question to fans
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

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

17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
2,953,779 50,917 1.75% Worldwide
Pepsi
@pepsi

18. Engagement Score
196
Total Proactive Tweets
296
Retweets Total
59
Replies Total
311
Favorites Total
151,019
Total Mention
66,944
Total Retweets
56,495
Average Reply Time (mins)
1953
Most Engaging
#BTS
Most Recent
#BTS
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

19. 2,870K
2,880K
2,890K
2,900K
2,910K
2,920K
2,930K
2,940K
2,950K
2,960K
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
Follower Growth
Total Followers
2,953,779
New Followers
50,917

20. 43K
43K
43K
43K
43K
43K
43K
43K
43K
1-Oct 8-Oct 15-Oct22-Oct29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
Followee Growth
Total Followees
42,570

21. Engagement
0
250
500
750
1,000
Pepsi had an average engagement score of 196 and a highest of 944.

22. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
296 59

23. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300
0 50 100 150 200 250 300
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

24. 0 20 40 60 80 100 120 140 160 180
0 5000 10000 15000 20000 25000
#empire*
#pepsiperfect*
#pepsihalftime*
#uncledrew*
#team24*
#crystalpepsi*
#mtvstars*
#nextpepsiartist*
#shakiraonsb50*
#‫ببسي‬_‫مع‬_‫سهيله‬_‫يال‬_‫تقدر‬*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

25. 0
1000
2000
3000
4000
5000
6000
7000
8000
9000
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
empire pepsiperfect pepsihalftime uncledrew team24
Spread of Hashtags by day

26. 0 100 200 300 400 500 600 700
#team24*
#‫ببسي‬_‫مع‬_‫سهيله‬_‫يال‬_‫تقدر‬*
#nextpepsiartist*
#mtvstars*
#uncledrew*
#empire*
#crystalpepsi*
#shakiraonsb50*
#pepsihalftime*
#pepsiperfect*
Engagement Score
Hashtags - Engagement

27. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
20
40
60
80
100
120
140
160
180
200
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

28. 0
5000
10000
15000
20000
25000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

29. 0
1000
2000
3000
4000
5000
6000
7000
8000
9000
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

30. Total number of Retweets : 56,495
-2,000
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
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

31. Total number of Mentions: 66,944
-2,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
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

32. Influencers
Name Followers Tweets
NBA 20,328,699 3
Coldplay 16,635,652 3
NFL 16,434,732 28
CNN en Español 12,472,893 2
Pharrell Williams 8,508,760 2
TOP 5 INFLUENCERS

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