Cosentino Brands Monthly Social Media Report December/End of the Year 2014
Silestone and ECO by Cosentino Social Media Measurement December/End of the Year 2014 Monthly Report
Silestone Measurement and Tracking In 2014, our social media platforms showed significant fan growth and post engagement compared to previous years. The number of Facebook page likes and Twitter followers continues to show growth monthly, with Facebook passing 17K and Twitter 10K mark for total followers. For Facebook, there was an overall increase of 12,183 fans this year (compared to 2013 which was an increase of 1,311 fans). Looking at the numbers, the smaller quantity of posts on Facebook and Twitter was a factor in the dip this month. Organic reach rose this month for Facebook. Channel Metrics Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Followers 5,418 5,738 5,928 6,575 9,676 11,077 13,002 14,412 15,831 16,460 16,637 17,406 Posts 25 24 26 25 27 18 20 19 19 23 26 19 Facebook New Likes 723 779 634 483 924 1,201 1,171 1,582 1,653 2,182 3,025 2,111 Shares 97 86 105 32 80 103 107 95 93 116 151 92 Organic Reach Total Reach Impressio ns 26,184 22,799 20,812 13,989 24,533 18,868 18,324 11,479 10,601 18,793 19,775 21,047 n/a n/a n/a 50,124 135,877 91,877 105,717 64,917 75,764 97,497 130,466 105,176 56,869 50,577 44,052 72,164 173,386 114,538 130,264 84,757 99,064 127,119 164,397 135,278 Followers 10,800 7,864 8,128 8,035 8,564 8,745 9,012 9,283 9,708 10.1K 10.4K 10.7K Tweets 128 189 45 121 157 132 154 112 185 134 77 123 Twitter Mentions 156 194 108 381 355 345 306 317 514 239 176 320 Handle & Tweet Impressio ns n/a n/a n/a 11.9K 37.8K 43.8K 93.0K 148.7K 304.5K 304K 245K 161K 3
Silestone Measurement and Tracking Cont d. The following Measurement Grid provides high level metrics that indicate the reach and impact of Pinterest. Silestone Pinterest followers had a minimal increase in December. There was a decline in repins, clicks, impressions and reach this month. Chann el Metrics Jan. Feb. Mar. Apr. May June July Aug. * Sept.* Oct.* Nov.* Dec.* Repins 207 134 132 111 100 75 85 131 58 185 94 64 Clicks 243 200 249 218 215 177 186 63 39 76 73 40 Pinteres t Followers 463 488 547 574 628 650 679 706 764 785 797 Impressio ns 84,614 65,318 68,890 64,059 57,332 56,764 66,193 24,759 21,167 34,719 28,297 22,734 Reach 32,705 22,672 22,899 22,688 19,127 18,792 19,849 10,949 8,384 15,423 13,282 11,708 * Please note that in the month of August the native analytics on Pinterest were updated to only include data from top pins instead of cumulative account data. The decrease in activity shown in the chart above reflects those changes in August and moving forward. 4
ECO by Cosentino Measurement and Tracking The following Measurement Grid provides high level metrics that indicate the reach and impact of the ECO Facebook and Twitter handles for 2014. Our fan base grew over 585% in 2014 with an increase of 6,648 fans compared to 2013 with a mere 17% increase (163 new fans). There were increases for Facebook followers, shares and organic reach this month. Over 1K new Facebook followers were added in December. There was a slight decline for Facebook new likes, total reach and impressions. For Twitter, there was an increase in followers and mentions. Impressions reached 46.6K. Channel Metrics Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Followers 1,117 1,127 1,129 1,138 2,156 2,823 3,873 5,265 6,023 6,467 6,555 7,659 Facebook Posts 12 9 11 12 18 15 17 13 11 9 8 7 New Likes 87 76 50 106 269 264 315 544 885 598 229 145 Shares 8 16 13 18 20 19 15 32 95 12 12 14 Organic Reach 1,882 1,847 1,242 1,916 1,569 1,963 1,500 1,132 849 680 834 1,111 Total Reach n/a n/a n/a n/a 64,684 56,712 109,313 72,195 51,286 28,328 44,563 39,196 Impressions 4,591 4,116 2,941 4,962 68,836 59,879 114,669 80,580 64,684 32,809 50,486 43,670 Followers 2,320 2,351 2,394 2,425 2,621 2,854 3,455 3,633 3,694 3,783 3,855 3,964 Twitter Tweets 10 31 3 27 32 29 29 42 46 50 23 23 Mentions 10 50 8 36 55 44 36 70 74 73 22 60 5
Silestone Facebook: Fan Growth In December, Silestone increased by 700 likes. There were peaks throughout the month, corresponding to page promotion. One of the highest peaks was for a post that showcased a kitchen project featuring Silestone. This post reached 8,152 people and garnered 450 likes, four comments and 13 shares. Paid likes remained relatively consistent with previous months and organic likes rose compared to the last period, coming primarily from visitors who visited our actual page. 6
ECO by Cosentino Facebook: Fan Growth The ECO by Cosentino Facebook page gained over 1K new followers in December, with a steady increase that was sustained over the course of the month due to the consistent daily fan acquisition spend. Paid likes drove the majority of new fan acquisition. 7
Silestone Facebook: Reach The charts show the organic reach throughout the month. Organic reach increased during November with an average of 804 organic users reached per day compared to an average of 683 last period. The total organic reach this month was more than 21K. There was a slight decline for the total paid promotion this month which reached an audience of 84,129. 8
ECO by Cosentino Facebook: Reach ECO maintained an average of 38 organic users reached per day. The total organic reach was more than 1K. Paid promotion slightly decreased this month compared to the previous month. On average each post was served to over 1.2K people. Last month s average was 1.4K. 9
Silestone Facebook: Reach Paid post page reach totaled more than 95K unique viewers, and total page impressions including organic and viral attention hit more than 150K views. Both numbers increased from the previous month. Key regions reached remained consistent. The Silestone audience is skewing heavily towards a female audience in the 25-44 age group. Since the age group was adjusted last month to 18+, the 18-24 age group decreased this month and the age spread covered two age ranges (25-34) and (35-44) both shared same percentage. 10
ECO by Cosentino Facebook: Reach In December, paid post page reach totaled more than 38K unique viewers, and total page impressions including organic and viral attention hit more than 43K views. Both numbers declined from the previous month. Key regions reached remained consistent. The ECO audience is skewing heavily towards a female audience in the 18-24 age range. This is consistent with the previous months. 11
Silestone Facebook: Engagement There were several spikes throughout the month. On 12/31, the highest number if people saw our content. This spike was driven by a post on 12/30, with 5,554 views. This post was a design related kitchen tip that showcased an impressive Lagoon installation and garnered 320 likes, eight shares and one comment. The 19 proactive posts throughout the month generated more than 2K new likes and 92 shares. 12
ECO by Cosentino Facebook: Engagement There were a spike last month on 12/18, coinciding with Cosentino Design Challenge promotion. The second spike was on 12/12, coinciding with an ECO by Cosentino kitchen installation. The seven proactive posts throughout the month generated more than 100 new likes and 14 shares. 13
Silestone Facebook: Notable Posts and Engagement These are the notable posts that garnered the most attention in December based on the number of shares and likes. Sharing a kitchen installation with a design related tip garnered 454 likes and 13 shares, indicating Silestone design related posts resonate with our fans. Sharing a countertop design tip with a Silestone kitchen installation garnered 321 likes and eight shares. Sharing Pantone s Color of the Year for 2015 garnered 218 likes and 13 shares. 14
ECO by Cosentino Facebook: Notable Posts and Engagement Noteworthy posts highlighted innovative and visually compelling design while reinforcing key ECO messages, such as the following: Promotion of an eco-friendly holiday tip garnered 45 likes. Sharing a Design of the Week post with an ECO by Cosentino kitchen installation generated 28 likes and one share. Sharing an ECO by Cosentino kitchen installation garnered 24 likes and two shares. 15
Silestone Pinterest: Notable Likes and Repins The Silestone Pinterest page has continued to show growth. Currently there are 797 followers, which represents consistent monthly gains since launch in 2013. Presently there are 54 boards (including shared boards from the Mondavi Home project) with a total of 2,404 pins. Boards with the top pin impressions this past month include: Accessories in the Home, Nebula Code, Movement in Design, White on White and The Modern Kitchen. Here are some of most repinned pins from the last 30 days: 16
Silestone Twitter: Demographics Below is a breakdown demographics for @SilestoneUSA followers. Top cities: New York, LA and Washington, DC. Our Twitter audience continues to skew female similar to Facebook. The most unique interest and top interests analytics shows we are hitting our targeted audience. 17
ECO by Cosentino Twitter: Demographics Below is a breakdown demographics for @ecobycosentino followers. Top cities: Chicago, LA and New York for Twitter. The majority of our Twitter audience continues to skew heavily male unlike Facebook which is skewing female. The most unique interest and top interest analytics shows we are hitting our targeted audience. These analytics provides deep insight into our followers and their Twitter account interests. 18
Silestone and ECO Twitter: Mentions and Reach In December, there were 320 references to @silestoneusa as of 12/6, which is an increase from the previous month. Content was largely driven by ongoing brand engagement traffic surrounding the KBIS Bash ticket promotion, Spirits and Color events and the Art of Performance promotion with Poggenpohl and Dacor. For @ecobycosentino there were more than 60 mentions which is an increase from last month. The majority of mentions surrounded an eco-friendly holiday tip. 19
Silestone Trendspotters Review The #SilestoneTrends hashtag is still be used by the Silestone handle and Trendspotters. There will be an increase in usage during KBIS. The highest mentions were on 12/11 with 11mentions from Julia Buckingham s handle surrounding her design with Silestone Ocean. 20
Year Over Year Numbers - Silestone Facebook Fan Growth: Silestone saw a 821% increase in fan growth per month from 2013 to 2014 2013: 110 fan increase per month (on average.) 2014: 1014 fan increase per month (on average.) Reach: Silestone saw a 55% increase in average reach from 2013 to 2014 2013: 1,999 average monthly reach. 2014: 3,768 average monthly reach. Twitter Fan Growth: Silestone saw an increase in 2014 after a small decrease during 2013. 2013: 10 fan decrease per month (on average.) 2014: 47 fan increase per month (on average.) Reach: reach was not recorded for Silestone in 2013 2014: 116,000 average monthly reach 21
Year Over Year Numbers Eco by Cosentino Facebook Fan Growth: Eco saw a 3,937% increase in fan growth per month from 2013 to 2014 2013: 13.5 fan increase per month (on average.) 2014: 545 fan increase per month (on average.) Reach: Eco saw a 1131% increase in average reach from 2013 to 2014 2013: 97 average monthly reach. 2014: 1,369 average monthly reach. Twitter Fan Growth: Eco saw a 230% increase in average fan growth per month from 2013 to 2014 2013: 33 fan increase per month (on average.) 2014: 109 fan increase per month (on average.) Reach: reach was not recorded for Eco in 2013 or 2014 22
January: Next Steps A Pinterest board recapping activities and new products showcased at KBIS will be created. Pins and robust content will be added to the existing Silestone Trendspotters board. The hashtag #SilestoneTrends will be used. Silestone and ECO by Cosentino KBIS script including booth and product information will be created. Appropriate hashtags to be used: #KBIS2015, #SilestoneTrends, etc. throughout show. There will be a continuation paid promotion for both Silestone and ECO by Cosentino. 23
Dekton Social Media Measurement December Monthly Report
Measurement and Tracking The following Measurement Grid provides high level metrics that indicate the reach and impact of the Dekton Facebook and Twitter handles. On Facebook we saw a slight rise in engagement and reach as our fans had downtime over the holidays. We saw a decrease in interaction on Twitter due to Twitter chats being canceled in the two weeks prior to the holidays. Channel Metrics May June July Aug. Sept. Oct. Nov. Dec. Facebook Followers 6,549 7,901 9,251 10,489 11,500 12,474 13,167 14,039 Posts 25 20 21 19 23 27 21 21 Likes 809 1,967 5,297 3,672 1,916 1,724 1,601 2,245 Shares 90 146 437 239 179 154 126 151 Organic Reach 6,141 6,101 5,161 10,085 7,797 8,612 6,753 9,491 Total Reach 136,552 193,713 162,233 74,200 51,659 61,821 50,216 56,092 Impressions 176,257 218,030 181,974 89,104 66,867 78,102 62,514 73,173 Followers 1,185 1,446 1,429 1,675 1,938 2,183 2,348 2,500 25 Twitter Tweets 1,242 (115) 1,371 (129) 1,536 (165) 1,675 (139) 1,768 (93) 2,052 (242) Retweets 48 70 67 68 115 98 59 Mentions 153 56 92 101 82 87 61 94 Handle & Tweet Impressions Conversation Impressions 140,000 159,000 250,000+ 200,000 + 650,000 670,000 800,000+ 1,000,00 0+ 294,000+ 3,387,000 + 552,000+ 4,952,900 + 2,149 (97) 3,343,000 + 5,587,000 + 2,294 (145) 150,000+ 345,000+
Facebook: Fan Growth The DektonUSA Facebook page gained 873 new followers this month, which is nearly a hundred more than in November. An evenly-paced acquisition was driven primarily by targeted page promotion. Paid likes drove the majority of new fan acquisition, with organic likes coming primarily from page referrals and direct likes on the Facebook page. 26
Facebook: Reach We reached an average of 359 organic users reached per day, which is an increase from November. Spikes related to paid promotion occurred surrounding promotion for Kitchen Chronicles content as well as a post highlighting Dekton Aura and Kairos as part of the marble trend on 12/3. We saw the most significant spikes in organic reach from the Modern Kitchen and Kitchen Island Personality posts on 12/10 and 12/30. 27
Facebook: Reach Paid and organic post reach this month totaled 56,092, which is within a normal range for the previous months. We expected a bit of a dip, but it seems that with the extra free time during holiday vacations our fans were still engaging with content regularly. Key regions reached remained consistent with previous months. Additionally, Dekton Facebook fan breakdown is consistent with last month, as we continue to grow our female fan base. 28
Facebook: Engagement Most of the large spikes in engagement came from Kitchen Chronicles posts on 12/10, 12/16, 12/24, and 12/30, however we also saw strong interest in a post on 12/3 that focused on the use of Dekton Kairos and Aura as a part of the ongoing marble trend in Kitchen and Bath. The 21 proactive posts throughout the month generated more than 2,245 likes and 150 shares. 29
Facebook: Notable Posts and Engagement Noteworthy posts highlighted innovative and visually compelling design while reinforcing key Dekton messages, such as the following: Dekton Kitchen Chronicles content continued to engage our audience. 4 post linking to the blog drove much of the engagement this month, garnered a combined 1,264 likes and 78 shares. A post about Dekton Aura and Kairos as a part of marble trend garnered 70 likes and 7 shares. 30
Twitter: Mentions and Reach In November there were 94 mentions of the DektonUSA handle. Spikes in conversation were driven by industry chats at the beginning of the month. The lack of chats and the holidays in the second half of the month caused a significant drop in engagement that we expect to spring back in January. Some noteworthy topics are listed below. #ModernMonday/#kbtribechat chats in the beginning of the month Cosentino s Holiday Editor event Cosentino s #Spirits_Colors events 31
Twitter: Demographics Below is a breakdown of demographics for @DektonUSA Twitter followers. They remain completely consistent with the demographic information from November, and show that we re continuing to grow our following with fans who are relevant to our product. 32
Twitter: Notable Mentions Below are examples of Twitter mentions that drove extended reach and visibility. Engagement that arose from #KBTribechat and #ModernMonday drove the engagement which mainly came from RTs from large brands such as Dwell and Design Mil Susan Serra supported our Kitchen Chronicles blog posts with RTs and Tweets of her own. 33
Social Media Advertising Ads on Facebook and Twitter drove a total of 1,154 click-throughs to the Dekton Kitchen Chronicles website during the month of November. In addition the ads reached a total of 112,856 impressions, increasing awareness of the program overall. We saw an increase in both Twitter reach and click throughs, and we will continue to add targeting terms to increase our effectiveness. Twitter Results 708 click-throughs 86,500 impressions Engagement Rate:.8% Facebook Results 446 click-throughs 26,356 impressions Engagement rate: 1.7% 34
Year Over Year Numbers Facebook Fan Growth: Dekton saw a 229% increase in average fan growth per month from 2013 to 2014 2013: 330 fan increase per month (on average.) 2014: 1,087 fan increase per month (on average.) Reach: Dekton saw a 55% increase in average reach from 2013 to 2014 2013: 2,609 average monthly reach. 2014: 4,050 average monthly reach. Twitter Fan Growth: Dekton saw a 94% increase in average fan growth per month from 2013 to 2014 2013: 86 fan increase per month (on average.) 2014: 167 fan increase per month (on average.) Reach: Dekton saw a 648% increase in average monthly reach from 2013 to 2014 2013: 56,900 average monthly reach. 2014: 425,800 average monthly reach. 35
Dekton Kitchen Chronicles Facebook Ads and Promoted Posts Ads Reach: 67,679 Clicks: 1,427 Promoted Posts Reach: 154,917 Clicks: 338 Engagements: 6,738 Twitter Ads Impressions: 219,806 Engagements: 2,988 36
January: Next Steps Dekton: Focus heavily on KBIS and our presence there throughout the month of January. Dekton: Continue to support our KBIS presence with thought leadership content on the Dekton Kitchen Chronicles. 37