Take a deep dive in to the social media metrics behind American Express' incredible social media efforts as it reaches out to and educates SMBs around the world.

1. American
Express
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of American Express FB

2. American Express: Social Media Report
This report looks at how
American Express
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
American Express
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
2,419,162 58,313 2.47%
United
States
American Express

6. Engagement Score
40
Total Posts
129
Total Likes
17,758
Total Comments
2,423
Total Shares
3,661
Most Engaging Content Type
Contest/Sweepstakes
Least Engaging Content Type
Corporate Social
Responsibility
Most Prolific Content Type
Brand News
BRAND POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 2,330K
2,340K
2,350K
2,360K
2,370K
2,380K
2,390K
2,400K
2,410K
2,420K
2,430K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
2,419,162
New Fans
58,313

8. Engagement
0
250
500
American Express had an average engagement score of 40 and a highest of 314.

9. Community Analysis
American Express fans are largely from United States followed by Mexico.
Distribution of Fans
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K
United States
Mexico
Canada
India
United Kingdom
Philippines
Puerto Rico
China
Indonesia
New Zealand

10. 0
2
4
6
8
10
12
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Terms 31
American Express 27
Amex Card Members 24
holiday 20
AmexOffers 13

11. 72%
28%
Brand Participation Brand Non Participation
82%
9%
9%
Posititve Negative Neutral
Brand Posts - Engagement
American Express responded to 93 conversations generated
by the 129 Posts they published.
American Express receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
17-NOV-15, TUE 10:32AM
We loved Ellie Goulding's performance of
"On My Mind" at her #AmexUNSTAGED
concert, directed by Scar ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
524 3,178 165 536 Positive
07-NOV-15, SAT 1:14PM
Today's the big day - watch the livestream
of Dead & Company's FREE show. Tune
in tonight at 7:30PM ..
06-OCT-15, TUE 1:05PM
After selling out two shows Madison
Square Garden, Dead & Company has
teamed up with American Expres ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
436 1,170 115 547 Positive
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
345 986 176 345 Positive
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100
0 20 40 60 80 100 120 140
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25 30
0 20 40 60 80 100
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Most of American Express posts were around 'Customer Loyalty Programs', and posts around 'Contest/Sweepstakes'
received the highest engagement.
Content Intel
0 5 10 15 20 25 30 35 40 45
0 50 100 150 200 250 300 350 400
Banking Plans
Brand News
Others
Events…
Careers
Contest/Sweepstakes
Corporate Social…
Ad Campaigns
New Promotions
Question to fans
Facebook App
Like This/Engagement…
Customer Loyalty…
Number of Posts
Engagement Score
Engagement Score Number of Posts

15. In American Express Posts about General Happenings, the category Festival/Greetings received the highest engagement.
Content Intel
About General Happenings
0 1 2 3 4 5 6 7
0 5 10 15 20 25 30 35 40
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greetings
Technology
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

16. Campaign Intel
0 1 2 3 4 5
0 5 10 15 20 25 30 35 40 45
#BlueCashEveryday Card
Happy Valentine's Day
#FormationWorldTour
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of American Express campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

17. Analysis of
American Express
Twitter Account
Oct 01, 2015 - Dec 31, 2015

18. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
862,333 19,038 2.26% Worldwide
American Express
@AmericanExpress

19. Engagement Score
58
Total Proactive Tweets
629
Retweets Total
61
Replies Total
1,792
Favorites Total
25,137
Total Mention
38,616
Total Retweets
17,038
Response Rate (%)
4.61%
Average Reply Time (mins)
168
Most Engaging
#AmexOffers
Most Recent
#ANTIWorldTour
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

20. 830K
835K
840K
845K
850K
855K
860K
865K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
862,333
New Followers
19,038

21. 20K
20K
20K
20K
20K
20K
20K
20K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
19,872
New Followees
-39

22. Engagement
0
250
500
American Express had an average engagement score of 58 and a highest of 270.

23. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
629 61

24. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 100 200 300 400 500 600 700
0 10 20 30 40 50 60 70 80
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

25. 0 10 20 30 40 50 60
0 5000 10000 15000 20000 25000
#purposeworldtour*
#soundslivefeelslive*
#antiworldtour*
#kidsntrips*
#amexgift*
#amexbestbuy*
#shopsmall*
#amexnewegg*
#contest*
#amexjet*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

26. 0
2000
4000
6000
8000
10000
12000
14000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
purposeworldtour soundslivefeelslive antiworldtour kidsntrips amexgift
Spread of Hashtags by day

27. 0 100 200 300 400 500 600
#amexjet*
#shopsmall*
#amexgift*
#contest*
#amexnewegg*
#amexbestbuy*
#antiworldtour*
#soundslivefeelslive*
#purposeworldtour*
#kidsntrips*
Engagement Score
Hashtags - Engagement

28. Average Response Rate : 4.61%
0
500
1000
1500
2000
2500
3000
3500
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

29. Average Reply Time : 2 hours 48 minutes
0
50
100
150
200
250
300
350
400
450
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

30. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
200
400
600
800
1000
1200
1400
1600
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

31. 0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

32. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

33. Total number of Retweets : 17,038
-500
0
500
1,000
1,500
2,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

34. Total number of Mentions: 38,616
0
500
1,000
1,500
2,000
2,500
3,000
3,500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

35. Influencers
Name Followers Tweets
Justin Bieber 76,789,216 1
Rihanna 57,023,856 2
Maroon 5 12,573,212 1
5 Seconds of Summer 8,573,772 1
Ellie Goulding 6,130,299 1
TOP 5 INFLUENCERS

36. Generate Your Own Social Media Report
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