Take a deep dive into the social media habits of one of the most popular toy brands in the world. Lego uses the launch of various new products to keep its global audience hyper-engaged.
2. Lego: Social Media Report
This report looks at how
LEGO
performed on social media between
October 1st – December 31st, 2015
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5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
10,864,436 201,738 1.89% Worldwide
Mostly Young, Male and
Attached.
LEGO
6. Engagement Score Total Fan Posts
279 6,616
Total Posts Brand Response Rate
117 7.87%
Total Likes Avg. Reply Time
341,065 12 hrs, 25 mins
Total Comments General Sentiment
24,544 Neutral
Total Shares
114,981
BRAND POSTS FAN POSTS
Brand Overview
9. Community Analysis
LEGO fans are mostly Young, Male and Attached. LEGO fans are largely from United States followed by Brazil.
Fan Demographics Distribution of Fans
60%
40%
male female
0% 10% 20% 30% 40% 50%
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 2,000K
United States
Brazil
United Kingdom
Mexico
India
Italy
Philippines
Pakistan
Indonesia
Austria
10. 0
1
2
3
4
5
6
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
LEGO 26
Star Wars saga 18
ready 14
January 2016 9
UpgradeYourPower 8
11. 23%
77%
Brand Participation Brand Non Participation
93%
1%
6%
Posititve Negative Neutral
Brand Posts - Engagement
LEGO responded to 27 conversations generated by the 117
Posts they published.
LEGO receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
12. Most Engaging Brand Posts
11-NOV-15, WED 11:00AM
Your first look at the official images of set
75827 Firehouse Headquarters!
Get ready to bust some ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
999 31,573 6,088 22,929 Positive
11-NOV-15, WED 11:00AM
Your first look at the official images of set
75827 Firehouse Headquarters!
Get ready to bust some ..
06-OCT-15, TUE 3:56AM
LEGO Ideas Doctor Who set will be
available starting December!
Construct a stunningly detailed LEGO ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
996 2,025 378 22,710 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
991 22,647 5,334 14,795 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
0 100 200 300 400 500
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 100 200 300 400 500 600
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
14. Top Keywords Used Frequency
LEGO 4528
post 1443
year 316
Christmas 306
Star Wars 273
User Posts
0
20
40
60
80
100
120
140
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. LEGO responded to 521 conversations generated by the 6,616
Posts fans published.
LEGO appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
8%
92%
Brand Participation Brand Non Participation
24%
5%
71%
Posititve Negative Neutral
16. Campaign Intel
0 2 4 6 8 10
0 100 200 300 400 500 600 700 800 900
#Kronkiwongi
#StarWarsDay
#LEGOSWCVII
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of LEGO 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
326,901 31,684 10.73% Worldwide
The LEGO Group
@LEGO_Group
19. Engagement Score
385
Total Proactive Tweets
200
Retweets Total
6
Replies Total
481
Favorites Total
37,314
Total Mention
37,027
Total Retweets
19,592
Response Rate (%)
1.19%
Average Reply Time (mins)
255
BRAND TWEETS USER TWEETS
Brand Overview
24. The wait is over! @StarWars
#TheForceAwakens
https://t.co/DI9LK40M1O
17-Dec-15, Thu 01:30PM
ENGMT. FAV. REPLIES RETWEETS
1,000 5,024 53 3,119
Top Engaging Tweets
Get ready to bust some ghosts! First look
at set 75827 LEGO @Ghostbusters
Firehouse Headquarters av..
Available in December, @LEGOIdeas
@bbcdoctorwho! Construct a
stunningly detailed LEGO version
of th..
27-Oct-15, Tue 10:21AM
ENGMT. FAV. REPLIES RETWEETS
997 1,382 92 1,196
06-Oct-15, Tue 04:01AM
ENGMT. FAV. REPLIES RETWEETS
994 1,263 68 1,075
NO IMAGE NO IMAGE NO IMAGE
25. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
0 100 200 300 400 500 600 700 800 900
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
26. 0 2 4 6 8 10 12 14 16 18
0 2000 4000 6000 8000 10000 12000
#lego*
#theforceawakens*
#legostarwars*
#starwars*
#hpparentspressies
#legosforweiwei*
#doctorwho*
#christmas*
#mcaolivia
#winwednesday*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
31. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
50
100
150
200
250
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text
36. Influencers
Name Followers Tweets
ESPN 25,656,916 1
Hootsuite 7,584,429 1
Entertainment Weekly 5,128,108 1
El Universal 3,878,708 1
IGN 3,553,045 1
TOP 5 INFLUENCERS
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