1. Last Xmas
Organic Twitter Volume (est.)
6 major supermarkets Christmas 2010
350
300
250
7 per. Mov. Avg. (sainsbury's)
Average Tweets/Day
200 7 per. Mov. Avg. (co-op)
7 per. Mov. Avg. (asda)
150 7 per. Mov. Avg. (morrison's)
7 per. Mov. Avg. (waitrose)
100 7 per. Mov. Avg. (tesco)
50
0
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
0

2. This Year: Higher overall investment in FB
Audience Highly Engaged
Co-op 15,423 8.69%
Asda 52,686 5.46%
Waitrose 33,869 4.71%
Morrison’s 41,378 4.22%
Tesco 410,468 1.43%
Sainsbury’s 232,983 0.68%
Tesco – who have invested in audience growth using Facebook reach blocks –
seem to be struggling to maintain engagement with an audience originally
incentivised by deals.
Smaller, organically grown, audiences are more engaged – but numbers are
insufficient to make impact on Xmas.
1