EXPO 2020

November 28, 2013

Dubai
Expo 2020 Campaign Vouchers
Free Junior Scoop & BOGO Vouchers printed for consumers
& Free Cake vouchers for media partner ARN.
KT Ad – Nov 26th
Facebook content
FB Cover Picture and posts updated on the page in support of
the Expo 2020 campaign to help publicize the give away of
free ice cream to consumers should Dubai win the bid.
KT Article Linking
KT Article sharing on the 27th of November on the LinkedIn
social media website
Website
Most Trending Terms on Twitter
Most Trending Topic on Twitter
SOCIAL MEDIA REPORT
SOCIALIZE
Baskin Robbins – EXPO 2020
Copyright Socialize FZ LLC © 2013
 EXPO 2020 Report
This report is to showcase the social media results and engagement over
the period of the 25th November to 1st December in which the EXPO 2020
FREE Ice cream campaign ran.
 Planning | EXPO 2020 Planning

EXPO 2020 Planning

Prior to the EXPO 2020 announcement and Launch

we wanted to plan out the schedule for posting about

the Initiative and ensure that we could manage the

community easily with pre determined responses

which could be given to the fan base quickly without

on the fly approvals from the Team. We created and

signed off on a Control Document which outlined all

scenarios an FAQs which we could foresee being

needed.
 Insights | Facebook Fan Growth – 25 Nov – 2 Dec

Fan Growth

As we can see from the period of 25 Nov

to 2 Dec the fan growth on the page did

see a growth spurt over the period of the

campaign. All Likes were organic with

2016 likes in total.

We saw a slight increase in unlike’s to the

page but nothing too significant.

 Insights | Facebook page reach– 25 Nov – 2 Dec

Page Reach

Over the period of the 25 Nov to 2 Dec

the reach of the campaign increased

significantly. On the day of the 27th the

most reach was achieved with a total

organic reach of 220,270.

On the actual day of the Ice Cream

giveaway ( 28th Nov) the reach was

slightly less with 128,484.

The most reach for the page was

generated during the announcement

phase of the campaign which was

positive.
 Insights | Facebook Demographics– 25 Nov – 2 Dec

Page Audience Engagement:

Over the period of the 25th November to 2nd December the audience engagement is as above with the majority of those on

the page being women and the highest female engagement age being between 25-35 yrs of age.
 Insights | Likes, Comments & Shares – 25 Nov –
2Dec

Likes , Comments & Shares

The likes, comments and shares did increase over

the period of the 25th to the 2nd to December as

engagement and people on the page became

more active.
 Listening | Digital Conversation Volume

Conversation Volume

As we can see the conversation volume

online over the period of the 26th November

to the 29th November increased significantly.

We can report:

November 27th: 1703 Conversations

November 28th: 3305 Conversations

 Listening | Conversation Sentiment - UAE

Conversation Volume

The sentiment of the conversations picked up online

shows are variety of positive, Negative and Neutral

comments. It is important to note that online sentiment is

not always 100% Accurate.

However, we can see higher than average negative

sentiment on the page during the period. This was due to

complaints and negative language on the page about the

Promotion.

Also note positive comments were noted, but the majority

were neutral in which were deemed neither positive or

negative.
 Listening | Conversation Cloud

Conversation Volume

During the period we can see the top conversation keywords being used in the UAE at the time. The top keywords are

BASKIN | ROBBINS | EXPO 2020 | FREE ICE | CREAM | UAE | ICE CREAM | DUBAI – these are all relevant.

Other words which should be noted are:

POOR | COLD STONE | DISRESPECTFUL | TIM HORTONS – These are words that we would want to investigate

the conversations further to see how these conversations are relevant to the Brand.
 Listening | Global Conversations Spread

Global Conversation of keyword Baskin Robbins

As we can see for the period the UAE

was ranked the highest in terms of

Global chatter in the world with 44% of

all conversations coming from this

region.

The USA was the 2nd largest, followed by

Malaysia
 Listening | Baskin Robbins- Most Viewed content

Different social media posters will have different audiences at different times. The below content shows the top content

which was seen by the most people during the campaign 28th Nov to 29 Nov

Article:http://bit.ly/1is487M
 Listening | Baskin Robbins- Most Veiwed content

http://ow.ly/i/3RAX9
Created Content | Announcement Post

English Post: Arabic Post:

Likes: 404 Likes: 14

Shares: 386 Shares: 69

Comments: 63 Comments: 5

Reach: 33,376 Reach: 2,672

Created Content | Announcement Post

Cover Image Update:

Likes: 626

Shares: 832

Comments: 70

Reach: 4503
Created Content | Reminder Post

Reminder Post:

Likes: 240

Shares: 125

Comments: 65

Reach: 34,544
Created Content | Count Down Post

Reminder Post ( English) Reminder Post ( Arabic)

Likes: 341 Likes: 69

Shares: 96 Shares: 31

Comments: 30 Comments: 12

Reach: 15,776 Reach: 6,944

Created Content | Count Down Post

Reminder Post ( English) Reminder Post ( Arabic)

Likes: 341 Likes: 69

Shares: 96 Shares: 31

Comments: 30 Comments: 12

Reach: 15,776 Reach: 6,944

Created Content | Winning Celebration Post

English Post: Arabic Post:

Likes: 1668 Likes: 324

Shares: 1670 Shares: 507

Comments: 149 Comments: 72

Created Content | Winning Celebration Post
Created Content | On the Day Post

English Post: Arabic Post:

Likes: 523 Likes: 65

Shares: 340 Shares: 31

Comments: 115 Comments: 15

Created Content | Update post

English Post: Arabic Post:

Likes: 473 Likes: 35

Shares: 23 Shares: 0

Comments: 102 Comments: 13

 Created Content | Final Post

English Post:

Likes: 473

Shares: 23

Comments: 61
Created Content | Final Post – Positive Feedback
Let’s get social:
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THANK
YOU