IKEA Social Media Analysis Q4 2015

IKEA
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of IKEA Twitter

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

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Analysis of
IKEA USA
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
4,595,203 69,685 1.54%
United
States
Mostly Older, Female
and Attached.
IKEA USA

Engagement Score Total Fan Posts
320 2,089
Total Posts Brand Response Rate
86 23.36%
Total Likes Avg. Reply Time
409,685 9 hrs, 50 mins
Total Comments General Sentiment
10,658 Neutral
Total Shares
24,224
BRAND POSTS FAN POSTS
Brand Overview

4,480K
4,500K
4,520K
4,540K
4,560K
4,580K
4,600K
4,620K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
4,595,203
New Fans
69,685

Engagement
0
250
500
750
1,000
IKEA USA had an average engagement score of 320 and a highest of 907.

Community Analysis
IKEA USA fans are mostly Older, Female and Attached. IKEA USA fans are largely from United States followed by
Malaysia.
Fan Demographics Distribution of Fans
20%
80%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 1,000K 2,000K 3,000K 4,000K 5,000K
United States
Malaysia
Mexico
Germany
Puerto Rico
Egypt
Italy
Iran
Turkey

0
1
1
2
2
3
3
4
4
5
Brand Posts
Top keywords used Frequenc
y
holidays 8
IKEA soft toys 8
new IKEA store 7
education 5
IKEA Foundation 4

29%
71%
Brand Participation Brand Non Participation
92%
3%
5%
Posititve Negative Neutral
Brand Posts - Engagement
IKEA USA responded to 25 conversations generated by the
86 Posts they published.
IKEA USA receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts
05-OCT-15, MON 11:13AM
Check out the latest IKEA offers for the
fall!
ENGMT
.
LIKES COMMENTS SHARESSENTIMENT
963 48,315 746 1,742 Positive
28-OCT-15, WED 10:16AM
Guest prep 101: Create space for loved
ones (and all their stuff)!
21-DEC-15, MON 8:33AM
By working together, we can help
prevent accidents and make the home
a safer place. Secure it!
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
954 41,238 474 2,145 Positive
ENGMT
.
LIKES COMMENTS SHARESSENTIMENT
907 8,469 868 3,781 Positive
NO IMAGE NO IMAGE NO IMAGE

Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60 70 80
0 50 100 150 200 250 300 350 400
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Top Keywords Used Frequenc
y
IKEA USA 994
IKEA 500
new 279
post 273
time 220
User Posts
0
10
20
30
40
50
60
70
80
90
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

IKEA USA responded to 488 conversations generated by the
2,089 Posts fans published.
IKEA USA appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
23%
77%
Brand Participation Brand Non Participation
32%
13%
55%
Posititve Negative Neutral

Campaign Intel
0 1 2 3 4 5
0 100 200 300 400 500 600 700
HEMSMAK collection
BE OUR NEXT INSIDER
The 2016 IKEA Catalogue
Number of Posts
Engagement Score
This is the performance of a selection of IKEA campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

Analysis of
IKEA USA
Twitter Account
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
358,422 1,810 0.51% United States
IKEA USA
@IKEAUSA

Engagement Score
54
Total Proactive Tweets
311
Retweets Total
10
Replies Total
44
Favorites Total
10,133
Total Mention
9,251
Total Retweets
3,546
Response Rate (%)
0.44%
Average Reply Time (mins)
455
BRAND TWEETS USER TWEETS
Brand Overview

356K
356K
357K
357K
358K
358K
359K
359K
Follower Growth
Total Followers
358,422
New Followers
1,810

0K
0K
0K
0K
0K
0K
0K
0K
Followee Growth
Total Followees
151

Engagement
0
250
IKEA USA had an average engagement score of 54 and a highest of 206.

0
5
10
15
20
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
311 10

Learn how to make glögg, a #Swedish
#holiday drink! Recipe here:
https://t.co/7yjMTirYwq https://t...
14-Dec-15, Mon 10:02AM
ENGMT. FAV. REPLIES RETWEETS
554 545 29 155
Top Engaging Tweets
Hej, #Florida! We’ve proposed plans for
#IKEAJacksonville!
http://t.co/sLC3ugU4lM
07-Oct-15, Wed 12:03PM
ENGMT. FAV. REPLIES RETWEETS
398 303 20 100
NO IMAGE NO IMAGE

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

0 10 20 30 40 50 60 70 80
0 200 400 600 800 1000 1200 1400 1600
#ikea*
#standwithstoughton*
#unionatikea
#1u*
#holiday*
#diy*
#lol*
#swedish*
#ikeacookiecontest*
#bathroom*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

0
50
100
150
200
250
300
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
ikea standwithstoughton unionatikea 1u holiday
Spread of Hashtags by day

0 50 100 150 200 250 300 350 400
#lol*
#holiday*
#unionatikea
#swedish*
#ikeacookiecontest*
#bathroom*
#diy*
#1u*
#standwithstoughton*
#ikea*
Engagement Score
Hashtags - Engagement

Average Response Rate : 0.44%
0
50
100
150
200
250
300
350
400
450
500
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
5
10
15
20
25
30
35
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

0
200
400
600
800
1000
1200
1400
1600
1800
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

0
100
200
300
400
500
600
700
800
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 : 3,546
-20
0
20
40
60
80
100
120
140
160
180
200
Retweets of Brand Tweets Brand Tweets
Retweets

Total number of Mentions: 9,251
0
50
100
150
200
250
300
350
400
450
500
Mentions Brand Tweets
Mentions

Influencers
Name Followers Tweets
Perez Hilton 6,321,073 1
BuzzFeed 2,932,646 1
Who What Wear 2,032,900 1
Jesse Millette 1,319,093 1
Farrah Abraham 1,163,967 1
TOP 5 INFLUENCERS

Thanks!
PleasecontactusatNotJustNumbers@unmetric.comformoreinformation.

IKEA Social Media Analysis Q4 2015

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