Volkswagen Social Media Analysis Q4 2015
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Transcript of Volkswagen Social Media Analysis Q4 2015
![Page 1: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/1.jpg)
Volkswagen on Social Media Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Volkswagen Twitter
![Page 2: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/2.jpg)
Volkswagen: Social Media Report
This report looks at how
Volkswagen performed on social media between
October 1st – December 31st, 2015
![Page 3: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/3.jpg)
Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
Create Your Free Social Media Report Now
![Page 4: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/4.jpg)
Analysis of
Volkswagen Facebook Page
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FANS COUNTRY DEMOGRAPHICS
1,270,219 United States Mostly Young, Male and Attached.
Volkswagen
![Page 6: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/6.jpg)
Engagement Score Total Fan Posts
646 2,728
Total Posts Brand Response Rate
3 6.20%
Total Likes Avg. Reply Time
9,729 1 day, 7 hrs, 18 mins
Total Comments General Sentiment
3,792 Neutral
Total Shares
1,511
Most Engaging Content Type
Others
Least Engaging Content Type
Brand News
Most Prolific Content Type
Brand News
Most Engaging Campaign
#VW #VWTDI
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
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0K
500K
1,000K
1,500K
2,000K
2,500K
3,000K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
1,270,219
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Engagement
0
250
500
750
1,000
Volkswagen had an average engagement score of 646 and a highest of 895.
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Community Analysis
Volkswagen fans are mostly Young, Male and Attached. Volkswagen fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
57%
43%
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
United States
Mexico
India
Egypt
Italy
Brazil
United Kingdom
Argentina
Turkey
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0
0
0
1
1
1
1
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
2.0L TDI Owners 3
information 1
support 1
updates 1
communications 1
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Most Engaging Brand Posts
28-OCT-15, WED 2:19PM
To help keep our customers informed with
the latest information, we encourage
owners of affected 2.0 ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
895 8,070 2,373 1,179 Positive
17-NOV-15, TUE 11:58AM
2.0L TDI Owners, we’re working hard to
make things right. Visit
http://www.vwdieselinfo.com/goodwill ..
16-OCT-15, FRI 3:01PM
We have updated our VIN look up tool to
help you determine if your 2.0L TDI
vehicle is affected by t ..
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
385 800 855 177 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
311 859 564 155 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE
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Brand Posts - Analysis
Brand Post Types Days of the week
0 1 2 3 4
0 100 200 300 400 500 600 700
Photos
Plain Text
Links
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
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Top Keywords Used Frequency
Volkswagen USA 1169
car 517
post 450
vehicles 207
customer 197
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
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Volkswagen responded to 169 conversations generated by the
2,728 Posts fans published.
Volkswagen appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
6%
94%
Brand Participation Brand Non Participation
21%
15%
64%
Posititve Negative Neutral
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Most of Volkswagen posts were around 'Brand News', and posts around 'Others' received the highest engagement.
Content Intel
0 1 2
0 100 200 300 400 500 600 700 800 900 1000
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
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Campaign Intel
0 1 2 3 4 5 6 7 8
0 50 100 150 200 250 300 350 400
#EuroTripper
#VW4Cycling 2016
#vagfair
Number of Posts
Engagement Score
Engagement Score Number of Posts
Unmetric tracks and tags social media campaigns from Volkswagen. The chart below is a selection of campaigns
that have been tracked and are not restricted to the time period analyzed.
![Page 17: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/17.jpg)
Analysis of
Volkswagen Twitter Account
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
451,262 14,900 3.41% United States
Volkswagen @VW
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Engagement Score
127
Total Proactive Tweets
31
Replies Total
747
Favorites Total
1,632
Total Mention
16,676
Total Retweets
1,508
Response Rate (%)
3.26%
Average Reply Time (mins)
1731
Most Engaging
#CES2016
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS
![Page 20: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/20.jpg)
425K
430K
435K
440K
445K
450K
455K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
451,262
New Followers
14,900
![Page 21: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/21.jpg)
4K
4K
4K
4K
4K
4K
4K
4K
4K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
4,356
![Page 22: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/22.jpg)
Engagement
0
250
500
750
1,000
Volkswagen had an average engagement score of 127 and a highest of 720.
![Page 23: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/23.jpg)
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
31
![Page 24: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/24.jpg)
2.0L TDI Owners, we're working hard to
make things right. Visit our website
for more information. h..
17-Nov-15, Tue 04:54PM
ENGMT. FAV. REPLIES RETWEETS
887 949 351 450
Top Engaging Tweets
Owners of affected 2.0L TDI vehicles can
sign up on
https://t.co/szQAaBUYw2 to
receive communicatio..
Use our VIN look up tool to find out if your
2.0L TDI is affected by the
emissions issue. http://t...
28-Oct-15, Wed 03:23PM
ENGMT. FAV. REPLIES RETWEETS
456 175 56 154
16-Oct-15, Fri 03:00PM
ENGMT. FAV. REPLIES RETWEETS
406 148 55 128
NO IMAGE NO IMAGE NO IMAGE
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Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 5 10 15 20 25 30
0 50 100 150 200 250 300 350
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
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0 50 100 150 200 250 300
0 200 400 600 800 1000 1200 1400 1600
#vw*
#dieselgate*
#vwcares*
#volkswagen*
#vwgate*
#buybackmytdi*
#tdi*
#vwscandal*
#volkswagenscandal*
#diesel*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
![Page 27: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/27.jpg)
0
20
40
60
80
100
120
140
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
vw dieselgate vwcares volkswagen vwgate
Spread of Hashtags by day
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Average Response Rate : 3.26%
0
100
200
300
400
500
600
700
800
900
1000
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
Me
nti
on
s a
nd
Re
pli
es
Replies Mentions
Customer Service
![Page 29: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/29.jpg)
Average Reply Time : 1 days 4 hours 51 minutes
0
500
1000
1500
2000
2500
3000
3500
4000
4500
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
![Page 30: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/30.jpg)
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
20
40
60
80
100
120
140
160
180
200
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
![Page 31: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/31.jpg)
0
500
1000
1500
2000
2500
3000
3500
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
![Page 32: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/32.jpg)
0
200
400
600
800
1000
1200
1400
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
![Page 33: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/33.jpg)
Total number of Retweets : 1,508
-100
0
100
200
300
400
500
600
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
![Page 34: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/34.jpg)
Total number of Mentions: 16,676
-100
0
100
200
300
400
500
600
700
800
900
1,000
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
![Page 35: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/35.jpg)
Influencers
Name Followers Tweets
Xbox 8,632,890 1
CNN International 4,934,669 1
GMA News 4,237,368 1
Portal R7.com 4,099,063 1
China Xinhua News 3,722,277 3
TOP 5 INFLUENCERS
![Page 36: Volkswagen Social Media Analysis Q4 2015](https://reader031.fdocuments.us/reader031/viewer/2022022413/58a9d66d1a28aba05b8b4c43/html5/thumbnails/36.jpg)
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