Take a deep dive into the social media performance of MasterCard as the finance brand uses its #priceless campaign to bring priceless moments to its customers.

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

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

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

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
2,242,534 5,571 .25%
United
States
Mostly Older, Female and
Attached.
MasterCard

6. Engagement Score Total Fan Posts
216 707
Total Posts Brand Response Rate
49 4.24%
Total Likes Avg. Reply Time
75,788 17 hrs, 20 mins
Total Comments General Sentiment
2,198 Neutral
Total Shares
5,643
Most Engaging Content Type
Corporate Social
Responsibility
Least Engaging Content Type
Events
sponsored/attended
Most Prolific Content Type
Brand News
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 2,220K
2,225K
2,230K
2,235K
2,240K
2,245K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
2,242,534
New Fans
5,571

8. Engagement
0
250
500
750
1,000
Mastercard had an average engagement score of 216 and a highest of 771.

9. Community Analysis
Mastercard fans are mostly Older, Female and Attached. Mastercard fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
38%
63%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K 2,500K
United States
Mexico
Puerto Rico
Venezuela
Colombia
India
Nigeria
Brazil
Canada

10. 0
1
2
3
4
5
6
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
MasterCard 11
PricelessSurprises 8
Cricket 8
Stars 7
Rules 6

11. 24%
76%
Brand Participation Brand Non Participation
77%
2%
21%
Posititve Negative Neutral
Brand Posts - Engagement
Mastercard responded to 12 conversations generated by
the 49 Posts they published.
Mastercard receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
23-NOV-15, MON 4:41PM
Android Pay with MasterCard takes the
time out of buying stuff. What’s that
mean to Harley Morenstei ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
976 7,645 766 3,341 Positive
11-NOV-15, WED 4:31PM
A great Cricket All Stars match is full of
#PricelessSurprises, like the one this Citi
MasterCard ca ..
17-NOV-15, TUE 12:16PM
A Cricket All-Stars match deserves all-
star #PricelessSurprises, like how this
cardholder watched Cr ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
816 17,220 133 241 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
771 14,860 157 205 Positive
NO IMAGE NO IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25
0 100 200 300 400 500
Videos
Links
Photos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
MasterCard 521
post 197
card 35
payment 28
Heartland Payment
Systems
27
User Posts
0
5
10
15
20
25
30
35
40
45
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. Mastercard responded to 30 conversations generated by
the 707 Posts fans published.
Mastercard appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
4%
96%
Brand Participation Brand Non Participation
32%
4%
64%
Posititve Negative Neutral

16. Most of Mastercard posts were around 'Customer Loyalty Programs', and posts around 'Corporate Social
Responsibility' received the highest engagement.
Content Intel
0 5 10 15 20 25
0 100 200 300 400 500 600 700 800
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

17. In Mastercard Posts about General Happenings, the category Sports received the highest engagement.
Content Intel
About General Happenings
0 1 2 3 4 5 6 7
0 10 20 30 40 50 60 70 80 90
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greetings
Technology
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

18. Campaign Intel
0 2 4 6 8 10 12 14 16 18
0 20 40 60 80 100 120 140
Rock the Red
Carpet
GRAMMYs 2016
#GRAMMYConcert
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of MasterCard campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

19. Analysis of
MasterCard
Twitter Account
Oct 01, 2015 - Dec 31, 2015

20. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
439,103 12,314 2.89% Worldwide
MasterCard
@mastercard

21. Engagement Score
66
Total Proactive Tweets
232
Retweets Total
115
Replies Total
469
Favorites Total
15,913
Total Mention
12,271
Total Retweets
2,999
Total Replies
0
Response Rate (%)
3.65%
Average Reply Time (mins)
3607
Most Engaging
#AcceptanceMatters
Most Recent
GRAMMYs 2016
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

22. 420K
422K
424K
426K
428K
430K
432K
434K
436K
438K
440K
442K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
439,103
New Followers
12,314

23. 12K
12K
12K
12K
12K
12K
12K
12K
12K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
11,735
New Followees
76

24. Engagement
0
250
Mastercard Priceless had an average engagement score of 66 and a highest of 230.

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
232 115

26. See what happens when Android Pay
with MasterCard gives cashier
@Arielle more time to play.
https:/..
30-Oct-15, Fri 11:26AM
ENGMT. FAV. REPLIES RETWEETS
735 2,245 70 168
Top Engaging Tweets
This @Dodgers legend struck out as a
groundskeeper, but his
#PricelessSurprises delivery was a
home..
From dinner with close friends to dinner
with close friends AND Mariano
Rivera! #PricelessNY https:..
20-Oct-15, Tue 03:25PM
ENGMT. FAV. REPLIES RETWEETS
627 611 26 242
18-Dec-15, Fri 03:04PM
ENGMT. FAV. REPLIES RETWEETS
494 605 30 146
NO IMAGE NO IMAGE NO IMAGE

27. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
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

28. 0 20 40 60 80 100 120 140 160 180 200
0 500 1000 1500 2000 2500
#rentmoolamonday
#win*
#giveaway*
#contest*
#pricelesssurprises*
#kimmel*
#yahoo*
#pricelessny*
#tracy2fm*
#tourinvencible*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

29. 0
50
100
150
200
250
300
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
rentmoolamonday win giveaway contest pricelesssurprises
Spread of Hashtags by day

30. 0 10 20 30 40 50 60 70 80
#rentmoolamonday
#tourinvencible*
#giveaway*
#pricelessny*
#kimmel*
#pricelesssurprises*
#contest*
#tracy2fm*
#win*
#yahoo*
Engagement Score
Hashtags - Engagement

31. Average Response Rate : 3.65%
0
50
100
150
200
250
300
350
400
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 : 2 days 12 hours 7 minutes
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
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
50
100
150
200
250
300
350
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
700
800
900
1000
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 : 2,999
-50
0
50
100
150
200
250
300
350
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: 12,271
-50
0
50
100
150
200
250
300
350
400
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
Champions League 11,104,970 1
Mashable 6,907,511 2
Samsung Mobile US 5,306,184 2
Noel Schajris 4,538,867 4
Hindustan Times 3,240,924 1
TOP 5 INFLUENCERS

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information.