USAA

Q4 2015

Social Media

Report

Oct 01 2015 - Dec 31 2015

USAA : Social Media Report

In this report, we look at how

USAA performed on social media

between October 1st – December 31st, 2015.

Key Findings

USAA added 63,557 new fans in the period: Oct 1, 2015 to Dec

31, 2015.

In the time analysed, it was posts about #HonorReflectRemember

that engaged best on Facebook, and it was their campaign

#MedalOfHonor that engaged best on Twitter.

The average Banking & Finance Twitter Account from North

America added 1,933Followers in the period, while USAA added

14,164 new followers.

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Analysis of

USAA’s

Facebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

884,668 63,557 7.74%United

States

USAA

Engagement Score Total Fan Posts

467 3,118

Total Posts Brand Response Rate

116 75.72%

Total Likes Avg. Reply Time

125,012 32 mins

Total Comments General Sentiment

8,420 Neutral

Total Shares

23,619

BRAND POSTS FAN POSTS

Brand Overview

780K

800K

820K

840K

860K

880K

900K

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

Fan Growth

Total Fans

884,668

New Fans

63,557

Engagement

0

250

500

750

1,000

1,250

USAA had an average engagement score of 467 and a highest of 976.

Community Analysis

USAA fans are largely from United States followed by

Germany.

Distribution of Fans

0K 100K 200K 300K 400K 500K 600K 700K 800K 900K

United States

Germany

Japan

India

Puerto Rico

United Kingdom

Mexico

Italy

Nigeria

0

1

1

2

2

3

3

4

4

5

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

Brand Posts

Top keywords used Frequency

members 13

military 12

honor 9

Football Army 7

oath 7

62%

38%

Brand Participation Brand Non Participation

85%

5%

10%

Posititve Negative Neutral

Brand Posts - Engagement

USAA responded to 72 conversations generated by the 116

Posts they published.

USAA receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

09-NOV-15, MON 10:43AM

To #ThoseWhoDared to take the oath to

serve our country, thank you.

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 10,091 354 4,848 Positive

08-NOV-15, SUN 9:00AM

“Our code was never broken by anyone,

even by Navajos.” #ThoseWhoDared

07-DEC-15, MON 3:39PM

December 7, 1941 is a day that will

forever live in infamy. Today, on the 74th

Anniversary of the at ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

999 4,733 150 3,285 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

998 16,354 235 1,724 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25 30 35 40

0 100 200 300 400 500 600 700 800

Plain Text

Photos

Links

Videos

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

time 547

years 526

bank 472

members 336

today 312

User Posts

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

USAA responded to 2,361 conversations generated by the

3,118 Posts fans published.

USAA appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

76%

24%

Brand Participation Brand Non Participation

30%

22%

48%

Posititve Negative Neutral

Most of USAA posts were around 'Others', and posts around 'Events/Conferences' received the highest engagement.

Content Intel

0 2 4 6 8 10 12 14 16

0 100 200 300 400 500 600

Banking Plans

Insurance Policy

Brand News

Others

Events…

Careers

Contest/Sweepstakes

Corporate Social…

Ad Campaigns

Events/Conferences

New Promotions

Question

Question to fans

Facebook App

Customer Loyalty…

Like This/Engagement…

Number of Posts

Engagement Score

Engagement Score Number of Posts

In USAA Posts about Banking & Finance, Insurance

Tips/Advice posts received the highest engagement.

In USAA Posts about General Happenings, the category

Current Affairs received the highest engagement.

Content Intel

About Banking & Finance About General Happenings

0 10 20 30

0 50 100 150 200

Sector News

Fact

Research…

Others

Insurance Tips/Advice

Question

Banking Advice

Like…

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 500 1000 1500

On Social Media

On Sports

Others

Question

Entertainment

Question to fans

Sports

Festival/Greetings

Technology

Current Affairs

Number of Posts

Engagement Score

Engagement Score Number of Posts

Campaign Intel – 3 most recent campaigns

Oct 01, 2015 - Dec 31, 2015

0 5 10 15

0 200 400 600 800 1000

#MLKMarch

#VeteransDay

#NavyvsAF

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15

0 200 400 600 800 1000

#MLKMarch

#VeteransDay

#NavyvsAF

Number of Posts

Engagement Score

Engagement Score Number of Posts

Analysis of

USAA’s

Twitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

101,508 14,164 16.22% United States

USAA@usaa

Engagement Score

438

Total Proactive Tweets

241

Retweets Total

17

Replies Total

238

Favorites Total

20,510

Total Mention

8,233

Total Retweets

10,914

Total Replies

0

Response Rate (%)

2.89%

Average Reply Time (mins)

85

Most Engaging

#WhyWeSalute

Most Recent

#MLKMarch

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

80K

85K

90K

95K

100K

105K

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

Follower Growth

Total Followers

101,508

New Followers

14,164

31K

31K

31K

31K

31K

31K

31K

31K

31K

31K

31K

31K

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

Followee Growth

Total Followees

31,213

New Followees

-119

Engagement

0

250

500

750

1,000

1,250

USAA had an average engagement score of 438 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

241 17

To #ThoseWhoDared to take the oath to

serve our country, thank you.

https://t.co/j4ALsywk10

10-Nov-15, Tue 10:17AM

ENGMT. FAV. REPLIES RETWEETS

1,000 2,056 25 1,733

Top Engaging Tweets

Change your profile picture to show your

support for #ThoseWhoDared to

take the oath.

https://t.co..

"Our code was never broken by anyone,

even by Navajos."

#ThoseWhoDared

https://t.co/M5eNDYE8TP

09-Nov-15, Mon 12:04PM

ENGMT. FAV. REPLIES RETWEETS

1,000 2,370 108 1,020

08-Nov-15, Sun 10:36AM

ENGMT. FAV. REPLIES RETWEETS

1,000 1,070 20 674

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

0 100 200 300 400 500 600

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 1000 2000 3000 4000 5000 6000 7000

#salutetoservice*

#armynavy*

#thosewhodared*

#whywesalute*

#veteransday*

#goarmy*

#redskins*

#fastcast*

#beatnavy*

#pearlharbor*

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

4000

4500

5000

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

salutetoservice armynavy thosewhodared whywesalute veteransday

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900 1000

#salutetoservice*

#goarmy*

#armynavy*

#thosewhodared*

#redskins*

#beatnavy*

#veteransday*

#whywesalute*

#fastcast*

#pearlharbor*

Engagement Score

Hashtags - Engagement

Average Response Rate : 2.89%

0

100

200

300

400

500

600

700

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 : 1 hours 25 minutes

0

200

400

600

800

1000

1200

1400

1600

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

10

20

30

40

50

60

70

80

90

100

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

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

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 : 10,914

-500

0

500

1,000

1,500

2,000

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: 8,233

-100

0

100

200

300

400

500

600

700

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

SportsCenter 24,211,368 1

NFL 15,807,203 2

Forbes 8,306,926 6

MLB 5,378,785 3

Samsung Mobile US 5,295,803 1

TOP 5 INFLUENCERS

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