Nissan USA Social Media Analysis Q4 2015
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Transcript of Nissan USA Social Media Analysis Q4 2015
Nissan: Social Media Report
This report looks at how
Nissan United Statesperformed on social media between
October 1st – December 31st, 2015
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Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,339,558 58,165 4.54%United
States
Mostly Young, Male and
Attached.
Nissan United States
Engagement Score Total Fan Posts
841 2,646
Total Posts Brand Response Rate
156 24.19%
Total Likes Avg. Reply Time
943,326 6 hrs, 2 mins
Total Comments General Sentiment
52,835 Neutral
Total Shares
104,650
Most Engaging Content Type
Ad Campaigns
Least Engaging Content Type
Promotions
Most Prolific Content Type
Brand News
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
1,250K
1,260K
1,270K
1,280K
1,290K
1,300K
1,310K
1,320K
1,330K
1,340K
1,350K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
1,339,558
New Fans
58,165
Engagement
0
250
500
750
1,000
1,250
Nissan United States had an average engagement score of 841 and a highest of 1000.
Community Analysis
Nissan United States fans are mostly Young, Male and Attached.
Nissan United States fans are largely from United States followed by Jamaica.
Fan Demographics Distribution of Fans
67%
33%
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
United States
Jamaica
Guyana
Mexico
Barbados
Bahamas
Saint Lucia
Aruba
Puerto Rico
New Zealand
0
1
1
2
2
3
3
4
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
comments 28
photo 27
chance 24
Nissan 23
new 2016 Nissan Altima22
59%
41%
Brand Participation Brand Non Participation
98%
0%
2%
Posititve Negative Neutral
Brand Posts - Engagement
Nissan United States responded to 92 conversations generated by the 156 Posts they published.
Nissan United States receives more positive than negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
28-DEC-15, MON 12:05PM
It’s always a drag to take down the tree. This year, we used a GT-R to speed up the process.
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 14,568 964 5,852 Positive
09-DEC-15, WED 11:00AM
What's it like to drive a car that "melts into warp speed like the Millennium Falcon?" TopSpeed shar ..
02-DEC-15, WED 5:00PM
Attention, all gamers: Can you imagine the ultimate gaming-seat, where your marathon gaming sessions ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 47,607 734 1,936 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 18,455 1,612 3,432 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100 120 140
0 200 400 600 800 1,000 1,200
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25 30
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
car 443
post 365
nissanlaascontest 251
years 201
time 170
User Posts
0
10
20
30
40
50
60
70
80
90
100
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
Nissan United States responded to 640 conversations generated by the 2,646 Posts fans published.
Nissan United States appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
24%
76%
Brand Participation Brand Non Participation
21%
11%
68%
Posititve Negative Neutral
Most of Nissan United States posts were around 'Contest', and posts around 'Ad Campaigns' received the highest engagement.
Content Intel
0 5 10 15 20 25 30
0 200 400 600 800 1000 1200
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
Engagement Score Number of Posts
In Nissan United States Posts about Automotive, Events in the automotive sector posts received the highest engagement.
In Nissan United States Posts about General Happenings, the category Entertainment received the highest engagement.
Content Intel
About Automotive About General Happenings
0 1 2
0 500 1000 1500
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 500 1000 1500
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel
0 1 2 3 4
0 500 1000 1500
Chicago Auto Show2016
#SoNotMeh
#BlackFriday 2015
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 500 1000 1500
Chicago Auto Show2016
#SoNotMeh
#BlackFriday 2015
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
618,455 16,400 2.72% United States
Nissan@NissanUSA
Engagement Score
317
Total Proactive Tweets
380
Retweets Total
60
Replies Total
1,020
Favorites Total
91,497
Total Mention
766,244
Total Retweets
50,443
Response Rate (%)
0.13%
Average Reply Time (mins)
7708
Most Engaging
#ModMonday
Most Recent
#NAIAS2016
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS
590K
595K
600K
605K
610K
615K
620K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
618,455
New Followers
16,400
3K
3K
3K
3K
3K
3K
3K
3K
3K
3K
3K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
3,311
Engagement
0
250
500
750
1,000
1,250
Nissan had an average engagement score of 317 and a highest of 968.
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
380 60
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300 350
0 50 100 150 200 250 300 350 400
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
0 100000 200000 300000 400000 500000 600000 700000 800000
#heismanhouse*
#nissan*
#gtr*
#alt16contest*
#voicesweepstakes*
#voicecommute*
#modmonday*
#tbt*
#nissandriversed*
#tuezday*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
20000
40000
60000
80000
100000
120000
140000
160000
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
heismanhouse nissan gtr alt16contest voicesweepstakes
Spread of Hashtags by day
0 100 200 300 400 500 600 700 800 900 1000
#heismanhouse*
#nissandriversed*
#tuezday*
#voicesweepstakes*
#voicecommute*
#modmonday*
#alt16contest*
#nissan*
#gtr*
#tbt*
Engagement Score
Hashtags - Engagement
Average Response Rate : 0.13%
0
20000
40000
60000
80000
100000
120000
140000
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 : 5 days 8 hours 28 minutes
0
5000
10000
15000
20000
25000
30000
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
100
200
300
400
500
600
700
800
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
0
20000
40000
60000
80000
100000
120000
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 : 50,443
-500
0
500
1,000
1,500
2,000
2,500
3,000
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
Total number of Mentions: 766,244
-20,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
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
Influencers
Name Followers Tweets
ESPN 25,547,390 18
The Voice 4,142,161 30
India Today 2,414,511 4
Taylor Caniff 2,260,838 1
Inc. 1,620,421 12
TOP 5 INFLUENCERS
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