Q2 SOCIALMEDIA STATISTICSORGANIC| 2018

FACEBOOK| TopPerforming Posts

ORGANIC REACH
Watermelon – 73,934
St Patrick’s – 28, 935
Margarita Lime – 23,236
Kenny G– 12,432
Beer – 6,549

ENGAGEMENT RATE
Watermelon – 3%
St Patrick’s - 4%
Kenny G- 3%
Margarita Lime – 3%
Beer – 2%

COMMENTS
Watermelon – 899
St Patrick’s - 131
Kenny G- 17
Margarita Lime – 120
Beer – 14

SHARES
Watermelon – 325
St Patrick’s - 52
Kenny G- 19
Margarita Lime – 88
Beer – 2
INSTAGRAM| TopPerformingPost
REACH
Whiskey – 2,161
BevMoments – 2,101
Tasting- 2,851
Griffin – 3,15,4
Modelo –2719

LIKES
Whiskey - 110
BevMoments - 99
Tasting- 142
Griffin - 191
Modelo -128

COMMENTS
Whiskey - 8
BevMoments - 6
Tasting- 8
Griffin - 8
Modelo – 7
Twitter | TopPerforming Post
Impressions
Customer Service – 86,333
Griffin – 40,859
BevMoments – 1,962
Corona – 2,188
Kenny G- N/A

TOTAL ENGAGEMENTS
Customer Service - 368
Griffin - 634
BevMoments - 29
Corona - 29
Kenny G– 109+

RETWEETS
Customer Service - 368
Griffin – 9
BevMoments - 1
Corona - 3
Kenny G- 21
FBSUMMARY

Q2 Posts on FBreceived 3,436,364 page

impressions, 3,819 reactions and 1,158
comments

Page followership will continue to level

off as XX Facebook page loses fake followers
that it gained in previous quarters
INSTAGRAM SUMMARY

Q2 Posts received 5,844 likes, 322 post

comments and gained 378 followers
TWITTER SUMMARY

Q2 Tweets received 955 brand mentions, 683

engagements and 106 post retweets.

Pagefollowership has remained consistent

since beginning of Q2,
KEYOBSERVATIONS
• Consumers respond better to authentic imagery and messaging than it does branded content. Posts
that include real people and real-life scenarios outperform promotional messages.

• BevMo! receives the highest amount of complaints for the following: It’s pricing compared to other
retailers, and the functionality of the website.

• Consumers enjoy educational content, such as recipes and hacks. These posts are the highest
performing posts across Facebook and receive the most amount of shares and comments.

• Seasonality and holiday-centric themes play a huge role in the overall success of a social media
post.

• Regrams of customers or social influencers perform strongest on Instagram, which also has the
highest level of engagement compared to Facebook and Twitter.

• Twitter receives the least amount of customer engagement but continues to be a strong platform
for customer service and customer complaints.
RECOMMENDATIONS
• There is strong brand for BevMO! affinity across Instagram. Partnering with influencer marketers could
help expand the overall customer base and nurture brand affinity.

• Consumers are eager to be inspired and educated about beverages. BevMo! has the opportunity to
showcase itself as the authority in this space by consistently offer inspirational recipes, creative ideas,
hacks, tips. Consider playing up the role of the BevMologists in following posts. This will help give a face to
the brand and garner brand affinity

• While post engagement is low, Twitter continues to be the primary space for customer complaints and
inquiries. Partnering with social influencers could help increase the amount of customer engagement and
followership.

• Posts that perform strong in organic will perform strongly on paid. Consider putting money towards high-
performing organic posts in order to maximize the social buzz. This warm audience can be used in future
conversion compaigns to drive sales at a lower cost.

• Ongoing paid generate a stronger rate of return, compared to ads that only run for a few days.

• To continue growing an audience pool, we recommended consistently running inspirational ads

that provide value to consumers and also prepares them to convert through conversion ads.