Harley Davidson Social Media Analysis Q4 2015
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Transcript of Harley Davidson Social Media Analysis Q4 2015
Harley-Davidson
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Harley Davidson FB
Harley Davidson: Social Media Report
This report looks at how
Harley-Davidsonperformed on social media between
October 1st – December 31st, 2015
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Analysis of
Harley-DavidsonFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
7,076,329 52,652 0.75%United
States
Mostly Older, Male and
Attached.
Harley-Davidson
Engagement Score Total Fan Posts
168 3,902
Total Posts Brand Response Rate
435 0.03%
Total Likes Avg. Reply Time
1,028,775 20 hrs, 44 mins
Total Comments General Sentiment
16,171 Neutral
Total Shares
129,465
BRAND POSTS FAN POSTS
Brand Overview
6,990K
7,000K
7,010K
7,020K
7,030K
7,040K
7,050K
7,060K
7,070K
7,080K
7,090K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
7,076,329
New Fans
52,652
Engagement
0
250
500
750
1,000
Harley-Davidson had an average engagement score of 168 and a highest of 778.
Community Analysis
Harley-Davidson fans are mostly Older, Male and Attached. Harley-Davidson fans are largely from United States followed by India.
Fan Demographics Distribution of Fans
56%
44%
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 3,000K
United States
India
Brazil
Mexico
Canada
Italy
Germany
France
Indonesia
Bulgaria
0
2
4
6
8
10
12
14
16
18
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Harley-Davidson 130
HDCustomKings 84
bike 44
H-D Screamin 31
Hines rider Andrew
Hines
29
1%
99%
Brand Participation Brand Non Participation
75%
3%
22%
Posititve Negative Neutral
Brand Posts - Engagement
Harley-Davidson responded to 3 conversations generated by the 435 Posts they published.
Harley-Davidson receives more positive than negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
27-NOV-15, FRI 9:00AM
No screaming kids or crowded malls. Let them have their #BlackFriday and leave the gift giving to Bi ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
963 8,411 229 8,938 Positive
03-OCT-15, SAT 11:00AM
Photo of the Day: Hitched at Sturgis.
08-NOV-15, SUN 11:00AM
Photo of the Day: Wild Custom.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
895 28,414 427 3,711 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
786 13,580 369 3,095 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 100 200 300 400 500
0 100 200 300 400 500 600
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 20 40 60 80 100
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Harley-Davidson 2880
post 765
bike 251
new 209
motorcycle 171
User Posts
0
20
40
60
80
100
120
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
Harley-Davidson responded to 1 conversations generated by the 3,902 Posts fans published.
Harley-Davidson appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
0%
100%
Brand Participation Brand Non Participation
22%
3%
75%
Posititve Negative Neutral
Analysis of
Harley DavidsonTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
305,732 11,892 4.05% United States
Harley Davidson@harleydavidson
Engagement Score
402
Total Proactive Tweets
273
Retweets Total
31
Favorites Total
58,724
Total Mention
9,321
Total Retweets
27,497
BRAND TWEETS USER TWEETS
Brand Overview
286K
288K
290K
292K
294K
296K
298K
300K
302K
304K
306K
308K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
305,732
New Followers
11,892
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
1,346
New Followees
15
Engagement
0
250
500
750
Harley Davidson had an average engagement score of 402 and a highest of 621.
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
273 31
James A's #Iron883 looking proper with its café stance.
Favorite if you'd do-the-ton on this #Iron..
21-Nov-15, Sat 03:00PM
ENGMT. FAV. REPLIES RETWEETS
725 599 18 243
Top Engaging Tweets
Let them have their #BlackFriday. Leave the gift giving to Biker
Claus. https://t.co/tcMQg534WB
htt..
John T. showing off his custom #FortyEight.
Favorite if you'd take this #FortyEight out on a rip...
27-Nov-15, Fri 10:28AM
ENGMT. FAV. REPLIES RETWEETS
683 295 12 242
12-Dec-15, Sat 03:10PM
ENGMT. FAV. REPLIES RETWEETS
673 540 8 214
NO IMAGE NO IMAGE NO IMAGE
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300
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
0 10 20 30 40 50 60 70 80 90
0 2000 4000 6000 8000 10000 12000
#photooftheday*
#potd*
#hdstreet*
#harleydavidson*
#hdcustomkings*
#rushmore*
#americanheroes*
#harley*
#streetglide*
#iron883*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
50
100
150
200
250
300
350
400
450
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
photooftheday potd hdstreet harleydavidson hdcustomkings
Spread of Hashtags by day
0 100 200 300 400 500 600
#harley*
#iron883*
#hdcustomkings*
#hdstreet*
#streetglide*
#rushmore*
#potd*
#harleydavidson*
#americanheroes*
#photooftheday*
Engagement Score
Hashtags - Engagement
Average Response Rate : 0.0%
0
20
40
60
80
100
120
140
160
180
200
1-O
ct
3-O
ct
5-O
ct
7-O
ct
9-O
ct
11-O
ct
13-O
ct
15-O
ct
17-O
ct
19-O
ct
21-O
ct
23-O
ct
25-O
ct
27-O
ct
29-O
ct
31-O
ct
2-N
ov
4-N
ov
6-N
ov
8-N
ov
10-N
ov
12-N
ov
14-N
ov
16-N
ov
18-N
ov
20-N
ov
22-N
ov
24-N
ov
26-N
ov
28-N
ov
30-N
ov
2-D
ec
4-D
ec
6-D
ec
8-D
ec
10-D
ec
12-D
ec
14-D
ec
16-D
ec
18-D
ec
20-D
ec
22-D
ec
24-D
ec
26-D
ec
28-D
ec
30-D
ec
Men
tio
ns a
nd
Rep
lies
Replies Mentions
Customer Service
0
200
400
600
800
1000
1200
1400
1600
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
0
100
200
300
400
500
600
700
800
900
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
Total number of Retweets : 27,497
0
100
200
300
400
500
600
700
800
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
Total number of Mentions: 9,321
0
20
40
60
80
100
120
140
160
180
200
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
Influencers
Name Followers Tweets
Marvel Entertainment 3,554,281 6
UFC 3,376,051 1
Bloomberg Business 3,020,850 4
India Today 2,414,507 1
Foo Fighters 2,325,966 1
TOP 5 INFLUENCERS
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