Honda Social Media Analysis Q4 2015

Hondaon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Honda Twitter

Honda: Social Media Report

This report looks at how

Hondaperformed on social media between

October 1st – December 31st, 2015

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Analysis of

HondaFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

3,889,002 106,073 2.80%United

States

Mostly Young, Male and

Attached.

Honda

Engagement Score Total Fan Posts

239 4,321

Total Posts Brand Response Rate

66 10.14%

Total Likes Avg. Reply Time

124,006 2 days, 37 mins

Total Comments General Sentiment

13,775 Neutral

Total Shares

14,089

Most Engaging Content Type

New Vehicle Launch

Least Engaging Content Type

Corporate Social

Responsibility

Most Prolific Content Type

Promotions

Most Engaging Campaign

#PowerofDreams

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

3,720K

3,740K

3,760K

3,780K

3,800K

3,820K

3,840K

3,860K

3,880K

3,900K

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

Fan Growth

Total Fans

3,889,002

New Fans

106,073

Engagement

0

250

500

750

1,000

1,250

Honda had an average engagement score of 239 and a highest of 994.

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

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

1

2

2

3


Brand Posts

Top keywords used Frequency

new 2016 Honda Civic 12

Honda 8

Zamboni Machine

Design Face

5

Auto Show 5

NHLAllStar game 5

36%

64%

Brand Participation Brand Non Participation

86%

0%14%

Posititve Negative Neutral

Brand Posts - Engagement

Honda responded to 24 conversations generated by the 66

Posts they published.

Honda receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

17-NOV-15, TUE 6:48PM

Get to the LA Auto Show to see the

sportier lines and high-tech interior of the

2016 Honda Civic Cou ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

995 43,323 3,672 3,469 Positive

17-NOV-15, TUE 9:00PM

The Honda Clarity Fuel Cell offers an

exhilarating driving experience, with V-6-

like acceleration an ..

18-DEC-15, FRI 12:22PM

Feast your eyes! Here is the first look at

the 2017 Honda Ridgeline. Check out the

full reveal in Ja ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

994 41,118 3,414 3,602 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

990 28,211 4,543 3,568 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

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



Brand Posts - Analysis

Brand Post Types Days of the week

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 5 10 15

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

post 709

years 201

time 190

service 181

vehicle 162

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

Honda responded to 438 conversations generated by the 4,321

Posts fans published.

Honda appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

10%

90%

Brand Participation Brand Non Participation

22%

7%

71%

Posititve Negative Neutral

Most of Honda posts were around 'Promotions', and posts around 'New Vehicle Launch' received the highest

engagement.

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


In Honda Posts about Automotive, Automotive Advice posts

received the highest engagement.

In Honda Posts about General Happenings, the category

Festival/Greetings received the highest engagement.

Content Intel

About Automotive About General Happenings

0 1 2 3

0 10 20 30

Automotive Advice

Photos

Fact

Others

Events in the…

News in the…

Question to fans

Like…

Number of Posts

Engagement Score


0 1 2 3 4 5

0 20 40 60 80 100

On Social Media

Others

Entertainment

Question to fans

Sports

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4 5

0 200 400 600 800 1000 1200

Drive to Win sweepstakes

#HondaRidgeline

North American International Auto Show 2016

Number of Posts

Engagement Score


This is the performance of a selection of Honda campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

HondaTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

712,657 40,708 6.06% United States

Honda@Honda

Engagement Score

284

Total Proactive Tweets

1,131

Retweets Total

31

Replies Total

174,736

Favorites Total

55,529

Total Mention

27,851

Total Retweets

179,739

Response Rate (%)

26.21%

Average Reply Time (mins)

94

Most Engaging

#OpenTheCheer

Most Recent

#HondaRidgeline

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

650K

660K

670K

680K

690K

700K

710K

720K


Follower Growth

Total Followers

712,657

New Followers

40,708

2K

2K

2K

2K

2K

2K

2K

2K

2K

2K

2K


Followee Growth

Total Followees

1,571

Engagement

0

250

500

750

1,000

Honda had an average engagement score of 284 and a highest of 735.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

1131 31

Posts with Hashtags engage the best. Those with Mentions are the most frequent

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

Brand Tweet Types

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*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5000

10000

15000

20000

25000

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

openthecheer hondacivictour corymachado madeintheam 1d

Spread of Hashtags by day

0 200 400 600 800 1000 1200

#nhlallstar*

#civic*

#openthecheer*

#honda*

#corymachado*

#madeintheam*

#1d*

#10thgencivic*

#sema2015*

#hondacivictour*

Engagement Score

Hashtags - Engagement

Average Response Rate : 26.21%

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-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 34 minutes

0

1000

2000

3000

4000

5000

6000

7000

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

1000

2000

3000

4000

5000

6000

7000

8000

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

500

1000

1500

2000

2500

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 : 179,739

-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

Retweets

Total number of Mentions: 27,851

-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

One Direction 27,772,705 3

Times of India 6,673,761 1

NHL 4,456,583 13

Portal R7.com 4,099,063 3

El Universal 3,888,900 1

TOP 5 INFLUENCERS

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