Social Media Report Automotive 2014

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We have analysed the Twitter activity of these automotive brands: Audi, BMW, Chevrolet, Chrysler, Jepp, Fiat, Ford Motor Company, Mercedes-Benz and Honda.

Text of Social Media Report Automotive 2014

  • SOCIAL MEDIA REPORT

    Automotive How are the Automotive Brands doing in social media?

    December 2014 01

    C/ Llacuna 162-164, box 102, 08018 Barcelona (Spain) - www.socialwinapp.com

  • SOCIAL NETWORKS: TWITTER

    ANALYZED COMPETITORS:

    Audi BMW Chevrolet Jeep Chrysler Honda Ford Motor Company Fiat Mercedes-Benz

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • Methodology In this report we will use a simplied version of the tool focusing on Twitter platform, analysing key indicator like

    audience, interaction and engagement, regarding the main competitors of the Soccers Teams in UK and verifying it in the

    perspective of Benchmarking. To reach this goal we will use the analytic tool SocialWin, that will allow us to monitorize the

    dierent social networks in a dened time. Finally we will be able to provide a global vision of the sector, utilizing diferrent

    metrics, like the total audience, the number of mentions or the average of followers for every brand.

    Metrics and KPIs Metrics and KPIs, rise as key elements of Social Media Analytics, which allow us to measure, quantify and check the critical

    process of Social Media in a methodical and accurate way, aligning them whit the global goals of the organization and

    measuring the range of the dened goals during the time.

    Technical Prole

    KPIs Twitter

    AUDIENCE GROWTH POSTING INTERACTION

    ENGAGEMENT [%]

    Total Number of Followers Total Number of New Followers Total Number of Tweets Total Number of Retweets; Comments and Favorites

    Global score between 0 and 100

    Study Typology: Social Network Analysis

    Time of Monitoring: 01/11/2014 01/12/2014

    Social Network Analyzed:

    Twitter

    /

    Industry: Automotive /

    Month / Year: Oct/Nov-14 Audience Analysis Yes

    Geographical Area: International Growth Analysis Yes

    Number of Competitors: 9 Posting Analysis Yes

    Selection Criteria:Industry Competitors with the

    largest number of followers

    Interaction Analysis Yes

    Engagement Analysis Yes

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • SocialWin Twitter Standard

    Twitter Analysis

    Twitter, was born in 2006, as a microblogging platform and positioned itself in few years like the most popular media for

    news spreading in the world. Its simplicity and the 140 characters limitation hugely speeded up the utilization of this

    media, converting it into the favorite communication tool for professionals, businesses and fans.

    Twitter is an asymmetrical social network, where we can follow a person is not following us and vice versa. Nowadays the

    plataform counts more than 500 millions of users, the average of time navigation is of 89 minutes/month and the average

    is of 165 mil tweets/minute. These datas make Twitter the second most important social network of the world. Below we

    highlight some of the main advantage to be present in this social network:

    SOCIAL NETWORK METRICS / KPI's SOCIALWIN STANDARD*

    VERY LOW LOW MEDIUM HIGH VERY HIGH

    TWITTER N FOLLOWERS < 0 - < 500 < 0,5K - < 5K < 5K - < 25K < 25K - < 0,1M > 0,1 M

    To realize special oers, competitions, and launch news goods.

    To oer a personalized service of Customer Care.

    To improve your own supply of goods and services.

    To strengthen the relationships with customers.

    To create an strengthen brand evangelists.

    To know better your audience.

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • Audience Analysis

    The Audience indicates the amount of followers of a community. For Facebook its the number of fans, on Twitter its the number of followers and on YouTube its the number of subscribers. This metric provides the communitys audience size, it shows how many users can be potentially reached.

    Audience Ranking on Twitter

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • Growth Analysis

    Growth is an indicator that provides the speed of our communitys audience change and reects the number of followers gained or lost within a period of time. It is calculated based on the variation of the audience in a given period of time. The growth value can be positive, if the community increases the number of followers or negative in the case the community loses audience.

    Growth Ranking on Twitter

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • Posting Analysis (Content)

    Posting is the metric that shows the volume of content published in a given period of time. This helps us measure the eorts of the community management team, counting the number of published posts, sent tweets or uploaded videos in the past day, week or month. We count the content posted by the community management team and, if the page allows so, the content posted by other users in the timeline (in case were measuring Facebook).

    Posting Ranking on Twitter

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • Interaction Analysis Interaction shows the total volume of interaction that has been generated in a given period of time. On Facebook, it counts Likes, Comments and Shared content. On Twitter, it counts Retweets, Mentions and Favorited items. On Youtube it counts number of Likes, Dislikes and Comments.

    Interaction Ranking on Twitter

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • Engagement Analysis

    The Engagement is one of the main KPIs in social media and the value represents the level of loyalty or commitment of the fans towards the brands fan page. The engagement score reects the level of success of our content strategies and our channel management activities. The algorithm used to calculate the engagement value considers the dierent types of interaction in a period of time and assigns a score to each one. It then compares it to the audience of each community and the result is a score from 0 to 100.

    Engagement Ranking on Twitter

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014

  • C/ Llacuna 162-164, box 102,

    08018 Barcelona (Spain)

    www.socialwinapp.com info@socialwinapp.com

    Measure your Engagement for Free!

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    of a Creative Commons license CC BY- SA 3.0. http://creativecommons.org/licenses/by-sa/3.0/deed.ca

    Copyright copyright texts: the authors, Barcelona, 2013

    The Advanced Social Media Analytics Tool / SocialWin Industry Report All Rigths Reserved 2014