Take a deep dive into Nestle's social media performance as the food conglomerate talks to fans and followers about how the company is improving the health and wellbeing of people as well as the planet.

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

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

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

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
132,051 4,895 3.85% United States
Nestle USA

6. Engagement Score Total Fan Posts
302 973
Total Posts Brand Response Rate
15 15.11%
Total Likes Avg. Reply Time
1,139 21 hrs, 15 mins
Total Comments General Sentiment
764 Neutral
Total Shares
164
Most Engaging Content Type
Corporate Social
Responsibility
Least Engaging Content Type
Event
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 124K
125K
126K
127K
128K
129K
130K
131K
132K
133K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
132,051
New Fans
4,895

8. Engagement
0
250
500
750
1,000
Nestle USA had an average engagement score of 302 and a highest of 771.

9. Community Analysis
Nestle USA fans are largely from United States followed by Puerto Rico.
Distribution of Fans
0K 20K 40K 60K 80K 100K 120K 140K
United States
Puerto Rico
India
Brazil
Ecuador
Colombia
Philippines
Pakistan
Jamaica
Denmark

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
Nestlé 5
more 3
commitments 3
look 3
ApprenticeshipWorks 2

11. 93%
7%
Brand Participation Brand Non Participation
93%
7%
0%
Posititve Negative Neutral
Brand Posts - Engagement
Nestle USA responded to 14 conversations generated by the
15 Posts they published.
Nestle USA receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
09-OCT-15, FRI 10:36AM
Did you know 25 of Nestlé's factories in the
US achieved zero waste to landfill status this
year?
I ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
771 558 94 76 Positive
23-NOV-15, MON 11:54AM
Less is more. We've removed artificial flavors
from more than 500 products this year.
Take a look a ..
07-OCT-15, WED 1:53PM
Our 2014 US Creating Shared Value report
is now online.
Discover how we’re putting more good in
foo ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
475 75 130 7 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
469 226 50 29 Positive
NO IMAGE NO IMAGE NO IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 2 4 6 8 10
0 100 200 300 400 500
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5 6
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
Nestlé 498
water 154
company 150
Nestle 132
California 94
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

15. Nestle USA responded to 147 conversations generated by
the 973 Posts fans published.
Nestle USA appears to participate more when Fan
conversations have greater negative vibes than positive.
User Posts - Engagement
Brand Responses Sentiment
15%
85%
Brand Participation Brand Non Participation
17%
20%
63%
Posititve Negative Neutral

16. Most of Nestle USA posts were around 'Brand News', and posts around 'Corporate Social Responsibility' received
the highest engagement.
Content Intel
0 1 2 3 4 5 6 7 8 9
0 50 100 150 200 250 300 350 400 450 500
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

17. Campaign Intel
Oct 01, 2015 - Dec 31, 2015
0 1 2 3 4
0 10 20 30 40 50 60 70 80 90
#PreGiorno
#StartsWithNESCAFÉ
Dreyer's Peppermint Wonderland
Number of Posts
Engagement Score
Engagement Score Number of Posts

18. Analysis of
Nestle USA
Twitter Account
Oct 01, 2015 - Dec 31, 2015

19. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
61,957 2,287 3.83% United States
Nestle USA
@NestleUSA

20. Engagement Score
94
Total Proactive Tweets
81
Retweets Total
15
Replies Total
23
Favorites Total
698
Total Mention
939
Total Retweets
432
Response Rate (%)
2.24%
Average Reply Time (mins)
812
BRAND TWEETS USER TWEETS
Brand Overview

21. 59K
59K
60K
60K
61K
61K
62K
62K
63K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
61,957
New Followers
2,287

22. 4K
4K
4K
4K
4K
4K
4K
4K
4K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
4,139
New Followees
19

23. Engagement
0
250
500
Nestle USA had an average engagement score of 94 and a highest of 314.

24. 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
81 15

25. Nestlé US is committed to #zerowaste
for disposal in 100% of our
factories by 2020 http://t.co/nlLR..
09-Oct-15, Fri 10:37AM
ENGMT. FAV. REPLIES RETWEETS
660 136 14 51
Top Engaging Tweets
What does climate change have to do
with pumpkin pie? Read our post:
http://t.co/Ug7drNVGrY
#ActOnC..
Less is more. Nestlé US has removed
artificial flavors from 500+
products this year
http://t.co/QIU..
19-Oct-15, Mon 12:59PM
ENGMT. FAV. REPLIES RETWEETS
637 121 9 51
13-Oct-15, Tue 12:34PM
ENGMT. FAV. REPLIES RETWEETS
445 67 11 27
NO IMAGE NO IMAGE NO IMAGE

26. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 10 20 30 40 50 60 70 80
0 20 40 60 80 100 120
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

27. 0 2 4 6 8 10 12 14 16 18 20
0 20 40 60 80 100 120 140
#actonclimate*
#zerowaste*
#apprenticeshipworks*
#cop21*
#labelgmos*
#ad*
#water*
#nestle*
#gmo*
#righttoknow*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

28. 0
5
10
15
20
25
30
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
actonclimate zerowaste apprenticeshipworks cop21 labelgmos
Spread of Hashtags by day

29. 0 100 200 300 400 500 600 700
#water*
#zerowaste*
#nestle*
#gmo*
#ad*
#apprenticeshipworks*
#cop21*
#labelgmos*
#righttoknow*
#actonclimate*
Engagement Score
Hashtags - Engagement

30. Average Response Rate : 2.24%
0
5
10
15
20
25
30
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

31. Average Reply Time : 13 hours 32 minutes
0
500
1000
1500
2000
2500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

32. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
2
4
6
8
10
12
14
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

33. 0
20
40
60
80
100
120
140
160
180
200
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

34. 0
10
20
30
40
50
60
70
80
90
100
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

35. Total number of Retweets : 432
-10
0
10
20
30
40
50
60
70
80
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

36. Total number of Mentions: 939
-5
0
5
10
15
20
25
30
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

37. Influencers
Name Followers Tweets
Fortune 2,018,419 1
Jesse Millette 1,319,093 1
rob delaney 1,234,612 1
US Labor Department 282,311 3
Ronnie DiMaio 208,125 3
TOP 5 INFLUENCERS

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