Take a deep dive in to the social media metrics behind IKEA's social media efforts as it posts about home decor and home improvement ideas to its global fanbase.
2. IKEA: Social Media Report
This report looks at how
IKEA
performed on social media between
October 1st – December 31st, 2015
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5. 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
6. 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
9. 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
10. 0
1
1
2
2
3
3
4
4
5
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequenc
y
holidays 8
IKEA soft toys 8
new IKEA store 7
education 5
IKEA Foundation 4
11. 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
12. 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
13. 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
Engagement Score Number of Posts
14. 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
15. 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
16. 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
Engagement Score Number of Posts
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
18. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
358,422 1,810 0.51% United States
IKEA USA
@IKEAUSA
19. 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
24. 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
25. 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
26. 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
30. 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
35. 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
36. Generate Your Own Social Media Report
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