UPS Social Media Analysis Q4 2015

UPS
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of UPS FB

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

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Analysis of
UPS
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,573,013 53,547 3.52%
Worldwid
e
Mostly Older, Female and
Attached.
UPS

Engagement Score Total Fan Posts
790 8,804
Total Posts Brand Response Rate
95 59.76%
Total Likes Avg. Reply Time
492,580 39 mins
Total Comments General Sentiment
24,658 Neutral
Total Shares
70,922
Most Engaging Content Type
Corporate Social
Responsibility
Least Engaging Content Type
Photo
Most Prolific Content Type
Others
Most Engaging Campaign
UPS Heroes
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

1,490K
1,500K
1,510K
1,520K
1,530K
1,540K
1,550K
1,560K
1,570K
1,580K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
1,573,013
New Fans
53,547

Engagement
0
250
500
750
1,000
1,250
UPS had an average engagement score of 790 and a highest of 1000.

Community Analysis
UPS fans are mostly Older, Female and Attached. UPS fans are largely from United States followed by Turkey.
Fan Demographics Distribution of Fans
38%
62%
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 500K 1,000K 1,500K
United States
Turkey
United Kingdom
Mexico
Pakistan
India
Germany
Brazil
France
New Zealand

0
1
1
2
2
3
3
4
4
5
Brand Posts
Top keywords used Frequenc
y
UPS 22
wish 18
story 12
F1 9
UPS driver 9

83%
17%
Brand Participation Brand Non Participation
96%
2%
2%
Posititve Negative Neutral
Brand Posts - Engagement
UPS responded to 79 conversations generated by the 95
Posts they published.
UPS receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts
17-DEC-15, THU 11:16AM
Last year, UPS made Carson a driver for
a day. This year, his mom wished for
more kids to have the s ..
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
1,000 48,741 3,680 28,529 Positive
14-DEC-15, MON 4:02PM
A day at the beach. A ride on the waves.
UPS celebrates the Best Day Foundation
for making these uni ..
20-NOV-15, FRI 1:30PM
For years, James Birchfield struggled to
leave his own home. Today, he can do
so, assistance-free. L ..
ENGMT
.
1,000 57,182 786 3,638 Positive
ENGMT
.
1,000 82,800 1,637 4,045 Positive
NO IMAGE NO IMAGE NO IMAGE

Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60
0 200 400 600 800 1,000
Videos
Photos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Top Keywords Used Frequenc
y
package 4531
delivery 2067
time 1963
today 1305
customer service 1128
User Posts
0
100
200
300
400
500
600
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

UPS responded to 5,261 conversations generated by the
8,804 Posts fans published.
UPS appears to participate more when Fan conversations
have greater negative vibes than positive.
User Posts - Engagement
Brand Responses Sentiment
60%
40%
Brand Participation Brand Non Participation
25%
27%
48%
Posititve Negative Neutral

Most of UPS posts were around 'Others', and posts around 'Corporate Social Responsibility' received the highest
engagement.
Content Intel
0 2 4 6 8 10 12 14 16
0 200 400 600 800 1000 1200
Brand News
Fact
Others
Event
Corporate Social…
Photo
Ad Campaigns
Employee Stories
Special Offer
Like This Posts
Question
Contest
Festival/Greetings
Alert or FYI
Facebook App
Number of Posts
Engagement Score

In UPS Posts about General Happenings, the category Festival/Greetings received the
highest engagement.
Content Intel
About General Happenings
0 2 4 6 8 10 12
0 100 200 300 400 500 600 700
Social Media/Communication/Marketing
Business
Others
Politics
Local Events
Sports
Social Good/ Cause Related
Leisure/Dining
Question
Entertainment
Festival/Greetings
Current Affairs
Technology
Number of Posts
Engagement Score

Campaign Intel
0 1 2 3 4 5 6 7 8 9
0 100 200 300 400 500 600 700
#ValentinesDay 2016
#UnitedWeSolve
#TEDatUPS
Number of Posts
Engagement Score
Unmetric tracks and tags social media campaigns from UPS. The chart below is a selection of campaigns
that have been tracked and are not restricted to the time period analyzed.

Analysis of
UPS
Twitter Account
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY
146,636 8,321 6.02% Worldwide
UPS
@UPS

Engagement Score
190
Total Proactive Tweets
390
Retweets Total
116
Replies Total
254
Favorites Total
20,552
Total Mention
46,555
Total Retweets
8,401
Average Reply Time (mins)
1285
Most Engaging
#WishesDelivered
Most Recent
#WishesDelivered
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

134K
136K
138K
140K
142K
144K
146K
148K
Follower Growth
Total Followers
146,636
New Followers
8,321

7K
7K
7K
7K
7K
8K
8K
Followee Growth
Total Followees
7,685
New Followees
666

Engagement
0
250
500
750
1,000
1,250
UPS had an average engagement score of 190 and a highest of 990.

0
5
10
15
20
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
390 116

Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300 350 400 450
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

0 50 100 150 200 250 300 350
0 1000 2000 3000 4000 5000 6000
#wishesdelivered*
#ups*
#ad*
#tbt*
#bantrophyhunting*
#boycott*
#tedatups*
#f1*
#unitedwesolve*
#dumpalec*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

0
100
200
300
400
500
600
700
800
900
1000
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
wishesdelivered ups ad tbt bantrophyhunting
Spread of Hashtags by day

0 100 200 300 400 500 600 700
#boycott*
#bantrophyhunting*
#dumpalec*
#unitedwesolve*
#wishesdelivered*
#ad*
#f1*
#tedatups*
#ups*
#tbt*
Engagement Score
Hashtags - Engagement

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

0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

0
500
1000
1500
2000
2500
3000
3500
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

Total number of Retweets : 8,401
-500
0
500
1,000
1,500
2,000
2,500
3,000
Retweets of Brand Tweets Brand Tweets
Retweets

Total number of Mentions: 46,555
-200
0
200
400
600
800
1,000
1,200
1,400
1,600
Mentions Brand Tweets
Mentions

Influencers
Name Followers Tweets
solange knowles 2,268,627 1
Rubens Barrichello 2,178,924 4
Chris Sacca 1,677,040 1
Inc. 1,623,668 10
James McVey 1,553,370 1
TOP 5 INFLUENCERS

Thanks!
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UPS Social Media Analysis Q4 2015

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