With the buzz around surprisingly low Cyber Monday and Black Friday retail sales these past few days. It is rather interesting to see how some of the top retailers did on social media, and how they were connecting with their customers through social media.
Engagor, the most comprehensive platform for real-time customer engagement, social media monitoring and analytics, is sharing the findings from the 24 hours surrounding both Black Friday and Cyber Monday. Engagor’s data shows which retailers drove the social chatter, who actually responded to customers during the chaos, and more. Key findings and additional data are below.
1) Amazon drove Black Friday and Cyber Monday social chatter. 2) Kmart had the least amount of social chatter on both Black Friday and Cyber Monday. 3) Amazon engaged more frequently (every 13 minutes) than other retailers on both Black Friday and Cyber Monday. 4) Black Friday sentiment – JCPenney had the highest volume of positive sentiment (28%); Kmart had the highest volume of negative sentiment (41%). 5) Cyber Monday sentiment – Kmart had the highest volume of positive (36%); JCPenney had the highest volume of negative sentiment (23%).
Timeframe – Sources: Facebook and Twitter
Black Friday: Friday, Nov. 28, 12:01am – 11:59pm ET
Cyber Monday: Monday, Dec. 1, 12:01am – 11:59pm ET
Overall Black Friday retailer mentions reached 266,166, with overall Cyber Monday retailer mentions reaching 249,372.
Black Friday Volume Mentions Per Retailer
Amazon 126,115, Walmart 69,050, Best Buy 44,818, Target 38,616, Macy’s 18,978, Sears 11,425, Kohl’s 11,031, JCPenney 5,190 and Kmart 4,207.
Cyber Monday Volume Mentions Per Retailer
Amazon 182,401, Target 36,738, Macy’s 25,892, Best Buy 21,473, Kohl’s 14,559, Walmart 11,904, JCPenney 8,678, Sears 4,045 and Kmart 1,763.
Black Friday – Top Hashtags
#blackfriday, #amazongiveaway, #kohlssweeps and #walmartstrikers.
Cyber Monday – Top Hashtags
#cybermonday, #amazongiveaway, #cm2014 and #blackfriday.
Black Friday Sentiment Overall Volume: Positive 18%, negative 14% and 68% being neutral. When it comes to ‘Sentiment drivers’ on the positive side of things there were contests and giveaways ((ex. #kohlssweeps) and on the negative their were protests at Walmart and the crowds.
Cyber Monday Sentiment Overall Volume: Positive 10%, negative 8% and 82% neutral. When it comes to ‘Sentiment drivers’ the positives include Walmart’s #chosenbykids videos on the toys they want for Christmas, Cyber Monday deals, Amazon robots. The negatives include Macy’s and Kohl’s websites crashing due to traffic overload, in-store customer service (Sears, Best Buy, Macy’s), phone customer service (Walmart).
Average Response Times – Black Friday and Cyber Monday combined: Amazon 13 minutes, JCPenney 50 minutes, Target 1 hour, Macy’s 1h 1m, Sears 1h 3m, Kohl’s 1h 26m, Kmart 2h 12m, Walmart 2h 18m and Best Buy at 2 hours 33 minutes.
Black Friday Sentiment – Volume Per Retailer
Cyber Monday Sentiment – Volume per Retailer
Cyber Monday Demographics
Black Friday Demographics