Mercedes-Benz Social Media Analysis Q4 2015

Mercedes-Benzon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Mercedes Benz Twitter

Mercedes-Benz: Social Media Report

This report looks at how

Mercedes-Benzperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Mercedes-BenzFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

20,130,644 656,025 3.37% WorldwideMostly Young, Male and

Attached.

Mercedes-Benz

Engagement Score Total Fan Posts

220 5,086

Total Posts Brand Response Rate

292 7.79%

Total Likes Avg. Reply Time

1,976,810 6 hrs, 54 mins

Total Comments General Sentiment

54,217 Neutral

Total Shares

274,406

Most Engaging Content Type

Contest

Least Engaging Content Type

Corporate Social

Responsibility

Most Prolific Content Type

Features

Most Engaging Campaign

#mbFanPhoto

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

19,000K

19,200K

19,400K

19,600K

19,800K

20,000K

20,200K

1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec

Fan Growth

Total Fans

20,130,644

New Fans

656,025

Engagement

0

250

500

750

1,000

Mercedes-Benz had an average engagement score of 220 and a highest of 790.

Community Analysis

Mercedes-Benz fans are mostly Young, Male and Attached. Mercedes-Benz fans are largely from India followed by United

States.

Fan Demographics Distribution of Fans

65%

35%

male female

0% 10% 20% 30% 40% 50%

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

India

United States

Mexico

Brazil

Germany

Turkey

Italy

Egypt

France

0

1

2

3

4

5

6


Brand Posts

Top keywords used Frequency

Mercedes-Benz 159

Mercedes-AMG GT 67

g/km 63

fuel consumption 62

CO2 emission 29

35%

65%

Brand Participation Brand Non Participation

95%

0%

5%

Posititve Negative Neutral

Brand Posts - Engagement

Mercedes-Benz responded to 102 conversations generated by

the 292 Posts they published.

Mercedes-Benz receives more positive than negative vibes

from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

01-NOV-15, SUN 5:47AM

Enjoy our selection of the week's most

liked Instagram shots. And while you're at

it, why don't you ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

990 1,223 50 31,514 Positive

18-OCT-15, SUN 5:57AM

Enjoy our selection of the week's most

liked Instagram shots. And while you're at

it, why don't you ..

05-OCT-15, MON 12:13PM

Take a 360° look at this Mercedes-Benz

masterpiece. Superb materials combined

with amazing design, t ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

989 786 28 30,538 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

969 77,280 9,074 11,390 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/6604386669/posts/10153739204501670



Brand Posts - Analysis

Brand Post Types Days of the week

0 50 100 150 200

0 50 100 150 200 250 300

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 10 20 30 40 50 60

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Mercedes-Benz 3965

post 911

car 472

new 268

Mercedes 210

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

Mercedes-Benz responded to 396 conversations generated by

the 5,086 Posts fans published.

Mercedes-Benz appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

8%

92%

Brand Participation Brand Non Participation

18%

3%

79%

Posititve Negative Neutral

Most of Mercedes-Benz posts were around 'Features', and posts around 'Contest' received the highest engagement.

Content Intel

0 20 40 60 80 100 120

0 100 200 300 400 500 600 700 800

Brand News

Others

Event

New Vehicle Launch

Promotions

Corporate Social…

Ad Campaigns

Features

Photos

Contest

Question to fans

Facebook App

Like This/Engagement…

Number of Posts

Engagement Score


In Mercedes-Benz Posts about Automotive, Events in the

automotive sector posts received the highest engagement.

In Mercedes-Benz Posts about General Happenings, the

category Festival/Greetings received the highest engagement.

Content Intel

About Automotive About General Happenings

0 2 4 6

0 50 100 150 200 250

Automotive Advice

Photos

Fact

Others

Events in the…

News in the…

Question to fans

Like…

Number of Posts

Engagement Score


0 10 20 30 40 50

0 50 100 150 200 250

On Social Media

Others

Entertainment

Question to fans

Sports

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 2 4 6 8 10 12 14

0 50 100 150 200 250 300 350 400 450

#2016StartsHere

Geneva International Motor Show 2016

#NeverStopChallenging

Number of Posts

Engagement Score


This is the performance of a selection of Mercedes-Benz campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

Mercedes-BenzTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

1,486,272 58,513 4.10% Worldwide

Mercedes-Benz@MercedesBenz

Engagement Score

140

Total Proactive Tweets

806

Retweets Total

147

Replies Total

1,802

Favorites Total

176,875

Total Mention

29,730

Total Retweets

85,483

Response Rate (%)

5.9%

Average Reply Time (mins)

785

Most Engaging

#HappyHalloween

Most Recent

#HappyHalloween

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

1,390K

1,400K

1,410K

1,420K

1,430K

1,440K

1,450K

1,460K

1,470K

1,480K

1,490K

1,500K


Follower Growth

Total Followers

1,486,272

New Followers

58,513

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

659

New Followees

12

Engagement

0

250

500

Mercedes-Benz had an average engagement score of 140 and a highest of 368.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

806 147

Posts with Hashtags engage the best. Those with Mentions are the most frequent

0 100 200 300 400 500 600 700 800 900

0 20 40 60 80 100 120 140 160

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

#f1*

#mercedesbenz*

#starsandcars*

#amggt*

#gclass*

#wonmoretime*

#autonomousdriving*

#mbclassic*

#tbt*

#sl*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

500

1000

1500

2000

2500

3000

3500

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

f1 mercedesbenz starsandcars amggt gclass

Spread of Hashtags by day

0 50 100 150 200 250 300 350 400 450 500

#sl*

#mercedesbenz*

#starsandcars*

#amggt*

#autonomousdriving*

#mbclassic*

#gclass*

#f1*

#wonmoretime*

#tbt*

Engagement Score

Hashtags - Engagement

Average Response Rate : 5.9%

0

100

200

300

400

500

600

700

800

900

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

Average Reply Time : 13 hours 5 minutes

0

500

1000

1500

2000

2500

3000

3500

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

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

200

400

600

800

1000

1200

1400

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

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 : 85,483

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 29,730

0

100

200

300

400

500

600

700

800

900


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Vijay Mallya 4,987,787 1

Portal R7.com 4,094,691 1

Nintendo of America 3,846,211 1

Lewis Hamilton 3,223,729 3

OneRepublic 2,788,499 1

TOP 5 INFLUENCERS

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Mercedes-Benz Social Media Analysis Q4 2015

Social Media

Transcript of Mercedes-Benz Social Media Analysis Q4 2015