Take a deep dive in to the social media metrics behind H&M's social media efforts as it talks fashion, accessories and product launches with its global fans and followers.

1. H&M(Hennes & Mauritz)
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of H&M FB

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

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4. Analysis of
H&M
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
2,548,685 39,680 1.58%
United
States
H&M

6. Engagement Score Total Fan Posts
45 1,671
Total Posts Brand Response Rate
129 17.06%
Total Likes Avg. Reply Time
34,035 4 hrs, 55 mins
Total Comments General Sentiment
3,573 Neutral
Total Shares
2,595
Most Engaging Content Type
Brand News
Least Engaging Content Type
Contest
Most Prolific Content Type
Brand News
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 2,480K
2,490K
2,500K
2,510K
2,520K
2,530K
2,540K
2,550K
2,560K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
2,548,685
New Fans
39,680

8. Engagement
0
250
H&M had an average engagement score of 45 and a highest of 143.

9. Community Analysis
H&M 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
France
China
Iran
Philippines
Germany
Italy
United Kingdom

10. 0
1
2
3
4
5
6
7
8
9
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
line 40
300 39
first 39
Thursday 32
Grand Opening 32

11. 44%
56%
Brand Participation Brand Non Participation
84%
6%
10%
Posititve Negative Neutral
Brand Posts - Engagement
H&M responded to 57 conversations generated by the 129
Posts they published.
H&M receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
03-DEC-15, THU 6:00AM
Come celebrate our Grand Opening at
North Riverside Park Mall with us on
Friday, December 11th! Be o ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
396 4,083 337 95 Positive
15-OCT-15, THU 9:00AM
You're invited to our Grand Opening
celebration at North Star Mall on
Thursday, October 22nd! We hav ..
15-OCT-15, THU 9:00AM
Come celebrate our Grand Opening at
Ridgmar Mall with us on Thursday,
October 22nd! Be one of the fi ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
287 1,604 260 155 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
235 869 298 118 Positive
NO IMAGE NO IMAGE NO IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100 120 140
0 10 20 30 40 50 60
Videos
Photos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30 40 50 60
0 20 40 60 80 100
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
H&M 1024
store 276
post 247
new 238
items 120
User Posts
0
20
40
60
80
100
120
140
160
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

15. H&M responded to 285 conversations generated by the
1,671 Posts fans published.
H&M appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
17%
83%
Brand Participation Brand Non Participation
29%
14%
57%
Posititve Negative Neutral

16. Most of H&M posts were around 'Product Updates', and posts around 'Brand News' received the highest
engagement.
Content Intel
0 10 20 30 40 50 60 70
0 20 40 60 80 100 120
Brand News
Others
Event
Product Updates
Corporate Social…
Ad Campaigns
Photos
Deals/Offers
Occasion specific deals
Contest
Question to fans
Facebook App
Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts

17. In H&M Posts about General Happenings, the category Festival/Greetings received the highest engagement.
Content Intel
About General Happenings
0 1 2 3 4
0 2 4 6 8 10 12 14 16 18 20
On Social Media
On Sports
Others
Entertainment
Question to fans
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

18. Campaign Intel
0 1 2 3 4 5
0 10 20 30 40 50 60 70 80
#SelectedbyBeckham
#HMFALLINLOVE
#HMCloseTheLoop
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of H&M campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

19. Analysis of
H&M USA
Twitter Account
Oct 01, 2015 - Dec 31, 2015

20. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
500,149 23,960 5.03% United States
H&M USA
@hmusa

21. Engagement Score
321
Total Proactive Tweets
491
Retweets Total
38
Replies Total
8
Favorites Total
75,755
Total Mention
8,308
Total Retweets
58,366
Response Rate (%)
0.08%
Average Reply Time (mins)
695
Most Engaging
#BlackFriday (BF)
Most Recent
#HMHalloween
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

22. 460K
465K
470K
475K
480K
485K
490K
495K
500K
505K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
500,149
New Followers
23,960

23. 1K
1K
1K
1K
1K
1K
1K
1K
1K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
905
New Followees
23

24. Engagement
0
250
500
750
1,000
1,250
H&M USA had an average engagement score of 321 and a highest of 998.

25. 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
491 38

26. Can we agree @CameronDallas is
winning holiday style in his #HM
shirt & matching accessory?
https:/..
24-Dec-15, Thu 07:01PM
ENGMT. FAV. REPLIES RETWEETS
1,000 16,557 187 5,304
Top Engaging Tweets
Win a holiday trip for 2 to NYC + a
$1,000 H&M spree! Follow & RT
to enter.
https://t.co/N0QCaJvWHn..
We heard a lot of you wanted a beanie,
so we're giving exclusive ones
away! Follow & RT to enter. #..
13-Nov-15, Fri 09:00AM
ENGMT. FAV. REPLIES RETWEETS
1,000 2,472 290 5,930
07-Nov-15, Sat 03:01PM
ENGMT. FAV. REPLIES RETWEETS
1,000 606 96 2,633
NO IMAGE NO IMAGE NO IMAGE

27. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 100 200 300 400 500 600
0 50 100 150 200 250 300 350 400 450
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

28. 0 10 20 30 40 50 60 70 80 90
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
#hmbalmaination*
#hmbalmaincontest
#hmholidaypromo
#holidaypromo*
#nyc*
#hmlife*
#happyandmerry*
#hm*
#blackfriday*
#hmgrandopening*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

29. 0
1000
2000
3000
4000
5000
6000
7000
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
hmbalmaination hmbalmaincontest hmholidaypromo holidaypromo nyc
Spread of Hashtags by day

30. 0 200 400 600 800 1000 1200
#hmlife*
#holidaypromo*
#hmbalmaincontest
#blackfriday*
#hmbalmaination*
#hmgrandopening*
#nyc*
#happyandmerry*
#hm*
#hmholidaypromo
Engagement Score
Hashtags - Engagement

31. Average Response Rate : 0.08%
0
100
200
300
400
500
600
700
800
900
1000
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

32. Average Reply Time : 11 hours 35 minutes
0
500
1000
1500
2000
2500
3000
3500
4000
4500
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

33. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
1
2
3
4
5
6
7
8
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

34. 0
500
1000
1500
2000
2500
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

35. 0
100
200
300
400
500
600
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

36. Total number of Retweets : 58,366
-2,000
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
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

37. Total number of Mentions: 8,308
-100
0
100
200
300
400
500
600
700
800
900
1,000
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
Mentions Brand Tweets
Mentions

38. Influencers
Name Followers Tweets
AshleyTisdaleFrench 13,070,059 1
Twitter Music 10,876,145 1
H&M 7,609,780 5
T-Raww 7,022,751 1
Cameron Dallas 6,525,143 1
TOP 5 INFLUENCERS

39. Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
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