Social Media Report - Honda: Q4,2015

Q4 2015Social Media ReportOct 01, 2015 - Dec 31, 2015

Cover image courtesy of Honda Twitter

https://twitter.com/Honda/status/685174076978147328

Honda: Social Media Report

In this report we looked at the how Honda performed on social media between October 1st – December 31st, 2015.

Key Findings

• Honda added 3,889,002 fans in the period: Oct 1, 15 to Dec 31, 15 while the

average Automotive Page from North America added 64,208 Fans.

• In the time analysed, it was posts about new vehicle launches that engaged

the best on Facebook, and it was their Christmas themed #OpenTheCheer

that engaged best on Twitter.

• The average Automotive Twitter Account from North

America added 3,746 Followers in the period, while Honda added 10 times

that number with 40,708 new Followers.

Honda

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Analysis of Honda’s Facebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

Honda

Fans 3,889,002

New Fans 106,073

Fan Growth 2.80%

Country United States

Demographics Mostly Young, Male and Attached.

Honda has 106,073 new Likes and an audience base of 3,889,002 fans who are mostly Young, Male and Attached.

Honda

Brand Overview

Posts

Brand User

Engagement Score 240 Total Fan Posts 4,284

Total Posts 65 Brand Response Rate 9.80%

Total Likes 123,183 Average Reply Time 2 days, 1 hr, 14 mins

Total Comments 13,564 General Sentiment Neutral

Total Shares 13,975

Honda had 65 new Posts, and their most recent campaign is #HondaRoadReaders.

Honda

Content & Campaigns

Most Engaging Content Type New Vehicle Launch Most Engaging Campaign #PowerofDreams

Least Engaging Content TypeCorporate Social

ResponsibilityMost Recent Campaign #HondaRoadReaders

Most Prolific Content Type Promotions

Fan Growth

3,720,000

3,740,000

3,760,000

3,780,000

3,800,000

3,820,000

3,840,000

3,860,000

3,880,000

3,900,000

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

Honda had a growth rate of 2.80% between Oct 01, 2015 and Dec 31, 2015.

Honda

Total Fans 3,889,002

New Fans 106,073

Engagement

0

200

400

600

800

1,000

1,200

1-O

ct

3-O

ct

5-O

ct

7-O

ct

9-O

ct

11

-Oct

13

-Oct

15

-Oct

17

-Oct

19

-Oct

21

-Oct

23

-Oct

25

-Oct

27

-Oct

29

-Oct

31

-Oct

2-N

ov

4-N

ov

6-N

ov

8-N

ov

10

-No

v

12

-No

v

14

-No

v

16

-No

v

18

-No

v

20

-No

v

22

-No

v

24

-No

v

26

-No

v

28

-No

v

30

-No

v

2-D

ec

4-D

ec

6-D

ec

8-D

ec

10

-Dec

12

-Dec

14

-Dec

16

-Dec

18

-Dec

20

-Dec

22

-Dec

24

-Dec

26

-Dec

28

-Dec

30

-Dec

Honda had an engagement of 240 and the highest engagement was 994. 0

Honda

Community Analysis

Honda fans are mostly Young, Male and Attached. Honda fans are largely from United States followed by India.

Fan Demographics Distribution of Fans

Honda

57%

43%

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 200K 400K 600K 800K 1,000K 1,200K

United States

India

Pakistan

Malaysia

Indonesia

Turkey

Mexico

Egypt

Thailand

0

1

2

3 Honda posted a total of 65 Posts between

Oct 01, 2015 and Dec 31, 2015.

Brand Posts

Honda

Top keywords used in the Posts

Frequency

new 2016 Honda Civic 12

Honda 8

Zamboni Machine Design Face

5

Auto Show 5

NHLAllStar game 5

31%

69%

Brand Participation Brand Non Participation

83%

0%

17%

Posititve Negative Neutral

Brand Posts - Engagement

Honda responded to 20 conversations generated by the 65 Posts they published.

Honda receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment on Brand Posts

Honda

Most Engaging Brand Posts

Honda

Tue, Nov 17 at 6:48 PM EST

Get to the LA Auto Show to see the sportier lines and high-tech interior of the 2016 Honda Civic Cou ..

Engagement Score

Likes Comments Shares Sentiment

995 43,341 3,674 3,476Uncategorize

d

Tue, Nov 17 at 9:00 PM EST

The Honda Clarity Fuel Cell offers an exhilarating driving experience, with V-6-like acceleration an ..

Fri, Dec 18 at 12:22 PM EST

Feast your eyes! Here is the first look at the 2017 Honda Ridgeline. Check out the full reveal in Ja ..

Engagement Score


994 41,130 3,417 3,609Uncategorize

d

Engagement Score


990 28,213 4,535 3,572Uncategorize

d

http://www.facebook.com/107926874274/posts/10153767726189275



0 10 20 30 40 50

0 50 100 150 200 250 300 350

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 2 4 6 8 10 12 14

0 100 200 300 400 500 600 700

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Brand Posts - Analysis

Most of Honda posts were Photos, and posts with Photos received the highest engagement.

Most of Honda posts were published on Tuesday and posts on Tuesday received the highest engagement.

Brand Post Types Days of the Week

Honda

0

20

40

60

80

100

120

140

160

180

200

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 Users posted a total of 4,284 Posts

between Oct 01, 2015 and Dec 31, 2015 on

Honda's wall.

User Posts

Honda

Top keywords used in the Posts

Frequency

post 709

years 201

time 190

service 181

vehicle 162

10%

90%

Brand Participation Brand Non Participation

22%

8%

70%

Posititve Negative Neutral

User Posts - Engagement

Honda responded to 420 conversations generated by the 4,289 Posts fans published.

Honda appears to participate more when Fan conversations have greater positive vibes than negative.

Brand Responses Sentiment of User Posts

Honda

Content Intel

0 1 2 3 4 5 6 7 8 9 10

0 100 200 300 400 500 600 700 800 900

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


Most of Honda posts were around 'Promotions', while posts around 'New Vehicle Launch' received the highest engagement.

Honda

0 1 2 3

0 10 20 30

Automotive Advice

Photos

Fact

Others

Events in the…

News in the…

Question to fans

Like This/Engagement…

Number of Posts

Engagement Score


0 1 2 3 4

0 20 40 60 80 100

On Social Media

Others

Entertainment

Question to fans

Sports

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Content Intel

In their Posts about Automotive related matters, Automotive Advice posts received the highest engagement.

In Honda Posts about General Happenings, the category Festival/Greetings received the highest engagement.

About Automotive About General Happenings

Honda

0 2 4 6

0 200 400 600 800 1000

#HondaRoadReaders

The Zamboni MachineDesign Face-Off Official

Contest

LA Auto Show 2015

Number of Posts

Engagement Score


0 2 4 6

0 200 400 600 800 1000

#HondaRoadReaders

The Zamboni MachineDesign Face-Off Official

Contest

LA Auto Show 2015

Number of Posts

Engagement Score


Campaign Intel – 3 most recent campaigns

Between Oct 01, 2015 and Dec 31, 2015, LA Auto Show 2015 was the most engaging campaign run by Honda.

Overall, LA Auto Show 2015 engaged the best out of the recent 3 campaigns run by Honda.

Oct 01, 2015 - Dec 31, 2015 Entire Campaign

Honda

Analysis of Honda’sTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

Followers 712,657

New Followers 40,708

Follower Growth 6.06%

Country United States

Honda

Honda@Honda

Brand Overview

Honda

Engagement Score 289

Total Proactive Tweets 1,109

Total Retweets 31

Total Replies 174,736

Total Favorites 52,885

Total Mentions 27,851

Total Retweets 180,042

Response Rate 26.21%

Average Reply Time(mins) 94

Most Engaging Campaign Most Recent Campaign

#OpenTheCheer #OpenTheCheer

Brand Tweets User Tweets

Follower Growth

Honda

Total Followers 712,657

New Followers 40,708

650000

660000

670000

680000

690000

700000

710000

720000

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

Followee Growth

Honda

Total Followees 1,571

New Followees -2

1566

1567

1568

1569

1570

1571

1572

1573

1574

1575

1576


Engagement

Honda had an average engagement score of 289 and a highest of 739.

Honda

0

100

200

300

400

500

600

700

800

1-O

ct

3-O

ct

5-O

ct

7-O

ct

9-O

ct

11

-Oct

13

-Oct

15

-Oct

17

-Oct

19

-Oct

21

-Oct

23

-Oct

25

-Oct

27

-Oct

29

-Oct

31

-Oct

2-N

ov

4-N

ov

6-N

ov

8-N

ov

10

-No

v

12

-No

v

14

-No

v

16

-No

v

18

-No

v

20

-No

v

22

-No

v

24

-No

v

26

-No

v

28

-No

v

30

-No

v

2-D

ec

4-D

ec

6-D

ec

8-D

ec

10

-Dec

12

-Dec

14

-Dec

16

-Dec

18

-Dec

20

-Dec

22

-Dec

24

-Dec

26

-Dec

28

-Dec

30

-Dec

Brand Tweets

Honda

1,109Proactive Tweets

31Retweets

0

10

20

30

40

50

60

70

80

90


Proactive Tweets Retweets

Top Engaging Tweets

Honda

12:00 AM - 29 Dec 2015 12:00 AM - 28 Dec 2015 12:00 AM - 27 Dec 2015

It’s the last day for a shot at a �. All you have to do is RT. Do it!

#OpenTheCheer Rules: https://..

Only three more days for the chance to win big! Don’t miss out, RT now!

#OpenTheCheer Rules:https:/..

Two days left and we may still have a � for you! Retweet for a chance!

#OpenTheCheer Rules:https://..

ENGMT FAV. REPLIES RETWEETS

1,000 1,080 113 6,686


1,000 731 54 4,950


1,000 856 59 5,214

http://www.twitter.com/Honda/status/681701188610342913



Brand Tweet Types

Honda Tweets with Hashtags engaged the best. Most of their Tweets had Links.

Honda

0 200 400 600 800 1000 1200

0 100 200 300 400 500 600 700 800 900 1000

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Volume of Tweets with Hashtags

Honda

0 10 20 30 40 50 60 70

0 20000 40000 60000 80000 100000 120000 140000 160000 180000

#openthecheer*

#hondacivictour*

#corymachado*

#madeintheam*

#1d*

#honda*

#10thgencivic*

#nhlallstar*

#civic*

#sema2015*

Brand Tweets about Hashtag

User Tweets about Hashtag

Number of times brand tweeted the hashtag Number of times other people tweeted the hashtag

Spread of Hashtags by day

Honda

0

5000

10000

15000

20000

25000


openthecheer hondacivictour corymachado madeintheam 1d

Hashtags - Engagement

Honda

0 200 400 600 800 1000 1200

#nhlallstar*

#civic*

#openthecheer*

#honda*

#corymachado*

#madeintheam*

#1d*

#10thgencivic*

#sema2015*

#hondacivictour*

Engagement Score

Customer Service

Average Response Rate : 26.21%

Honda

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

-Oct

13

-Oct

15

-Oct

17

-Oct

19

-Oct

21

-Oct

23

-Oct

25

-Oct

27

-Oct

29

-Oct

31

-Oct

2-N

ov

4-N

ov

6-N

ov

8-N

ov

10

-No

v

12

-No

v

14

-No

v

16

-No

v

18

-No

v

20

-No

v

22

-No

v

24

-No

v

26

-No

v

28

-No

v

30

-No

v

2-D

ec

4-D

ec

6-D

ec

8-D

ec

10

-Dec

12

-Dec

14

-Dec

16

-Dec

18

-Dec

20

-Dec

22

-Dec

24

-Dec

26

-Dec

28

-Dec

30

-Dec

Replies Mentions

Positive Negative Neutral

Customer Service

Reply Analysis Reply Sentiment

Honda

0

1000

2000

3000

4000

5000

6000

7000

8000

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

Reply Analysis

Day of the week

Honda

0

1000

2000

3000

4000

5000

6000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Time of the Day

Honda

0

500

1000

1500

2000

2500

12:00AM

1:00AM

2:00AM

3:00AM

4:00AM

5:00AM

6:00AM

7:00AM

8:00AM

9:00AM

10:00AM

11:00AM

12:00PM

1:00PM

2:00PM

3:00PM

4:00PM

5:00PM

6:00PM

7:00PM

8:00PM

9:00PM

10:00PM

11:00PM

Replies Mentions

Retweets

Total number of Retweets : 180,042

Honda

-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000


Retweets of Brand Tweets Brand Tweets

Mentions

Total number of Mentions: 27,851

Honda

-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000


Mentions Brand Tweets

Influencers

Honda

Name Followers Tweets

One Direction 26,083,555 3

Times of India 5,885,275 1

NHL 4,261,621 13

Portal R7.com 4,007,344 3

El Universal 3,550,773 1

Top 5 influencers

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Social Media Report - Honda: Q4,2015

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