Walmart, Amazon and Nordstrom Dominate Social Word of Mouth in the Race for Black Friday 1 in 5 Social Posts Amplified by Shoppers Come From Walmart

NEW YORK, Nov. 27, 2013 /PRNewswire/ -- Shareablee Inc., a social business intelligence platform, today released data ranking the cross-platform social performance of U.S. retailers in the countdown to the biggest shopping day of the year.

As the battle for shopper attention intensifies this holiday season, it is critical for retailers to have a unified view across key social platforms, such as Facebook and Twitter.

Shareablee found that 1 in 5 pieces of social content amplified by shoppers came from Walmart. Walmart also received more than double the engaged actions across Facebook and Twitter, and these factors combined reveal a high degree of pass-along value in their social content mix.

"Your social audience's willingness to amplify content via sharing and retweeting is the single biggest indicator of brand loyalty. When you consider the value of messages passed along via friends and family, the ultimate reach from earned media during this Black Friday shopping event could be exponential for some of these top retailers," explains Tania Yuki, CEO of Shareablee.

Shareablee Social Cross-Platform Retail Ranking (Facebook and Twitter)

   

Total Amplification

Share of Social Word of Mouth

Total Engaged Actions

1

Walmart

52917

19.65%

823393

2

Amazon.com

21543

8.00%

419370

3

Nordstrom

21441

7.96%

291352

4

Macy's

21018

7.80%

479384

5

Toys ''R'' Us

19745

7.33%

211403

6

QVC

19411

7.21%

277767

7

Kohl's

19103

7.09%

182697

8

JCPenney

15479

5.75%

150039

9

Target

13075

4.86%

200513

10

eBay

11995

4.45%

88985

 

Shareablee (c) Nov 1-24, 2013
'Total' measures includes both Facebook and Twitter



Top 10 U.S. Retailers - Most Engaged Audience on Facebook

Walmart, Macy's and Amazon are by far leading the race in terms of active audience on Facebook. Walmart leads the pack, with more than 2.5x the active audience than the average retailer in our top 10 and also accounts for more than 1 in 4 shares.  Mid-length content, posted later in the evening (9pm onwards EST) dominated much of Walmart's engagement.

 

Most Engaged Audience on Facebook

 

Name

Unique Engaged Audience

Total Actions

Average Engagement Per Post (%)

1

Walmart

615,454

819,944

0.01%

2

Amazon.com

361,649

417,940

0.02%

3

Macy's

357,188

464,052

0.09%

4

Nordstrom

231,381

283,520

0.28%

5

Target

157,872

192,510

0.01%

6

QVC

157,771

275,287

0.14%

7

Toys ''R'' Us

149,853

208,204

0.12%

8

Kohl's

143,435

179,493

0.02%

9

JCPenney

128,218

145,609

0.12%

10

TJ Maxx

99,841

139,876

0.13%

Shareablee (c) Nov 1-24, 2013

 

Top 10 U.S. Retailers - Most Engaged Followers on Twitter

Best Buy dominates the retail category, activating more than double the re-tweeters  and total actions on Twitter than any other brand, despite having the fourth largest follower base (after Target, Amazon, and Toys "R" Us.) Almost all of their most engaging tweets contained a link back to their website, BestBuy.com (98% of tweets), which was a strategy that also saw success for eBay (99% of tweets) and Bed Bath and Beyond (93%). This shows that social shoppers are open to re-tweeting brand and offer driven content around this holiday season, provided it contains offers worth talking about.
 

Most Engaged Followers on Twitter

 

Name

Unique Retweeters

Total Actions

Followers

1

Best Buy

7387

16,880

467,550

2

Nordstrom

2960

7,721

352,480

3

Target

2836

8,003

966,752

4

eBay

2390

3,641

277,841

5

Walmart

1641

3,449

417,173

6

Lord & Taylor

1540

2,714

43,712

7

Bed Bath & Beyond

1490

2,194

68,185

8

Kohl's

1366

3,196

119,037

9

Saks Fifth Avenue

1358

3,414

241,597

10

Macy's

1183

2,951

316,895

Shareablee (c) Nov1-24, 2013

Other notable findings from November 2013 include:

  • Lord and Taylor had the highest follower activation rate, with 3.5% of their followers retweeting in the lead up to Black Friday. Zappos and Bed Bath and Beyond saw the next highest activation, with 2.5% and 2.2% of followers respectively.
  • QVC, Nordstrom and TJ Maxx saw the highest activation of their audience, relative to fan-base (activating 11%, 10% and 5% respectively).

About Shareablee
Shareablee is a social business intelligence platform that helps marketers maximize the value of their social media efforts by surfacing unique and actionable best practices around brand performance, competitive benchmarking and audience insights across social platforms. We distill multivariate marketing options into clear recommendations via our 24/7 cloud-based enterprise platform, accompanied with full account management and tailored reporting. For more information, please visit www.shareablee.com.

CONTACT: Carmen Hammond, press@shareablee.com, 646-396-0813 ext 704

SOURCE Shareablee Inc.




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