Mini Social Media Analysis Q4 2015

MINIonSocial Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Mini Twitter

Mini: Social Media Report

This report looks at how

Miniperformed on social media between

October 1st – December 31st, 2015

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Analysis of

MINIFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

10,659,459 99,221 .94% WorldwideMostly Young, Male and

Attached.

MINI

Engagement Score Total Fan Posts

4 178

Total Posts Brand Response Rate

33 0.56%

Total Likes Avg. Reply Time

1,800 6 hrs, 50 mins

Total Comments General Sentiment

66 Neutral

Total Shares

318

BRAND POSTS FAN POSTS

Brand Overview

10,500K

10,520K

10,540K

10,560K

10,580K

10,600K

10,620K

10,640K

10,660K

10,680K

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

Fan Growth

Total Fans

10,659,459

New Fans

99,221

Community Analysis

MINI fans are mostly Young, Male and Attached. MINI fans are largely from Egypt followed by Mexico.

Fan Demographics Distribution of Fans

51%

49%

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

Egypt

Mexico

France

India

Italy

Turkey

United States

Germany

Thailand

New Zealand

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

bit 9

MINI 9

Dakar Rally 7

January 7

new MINI Cabrio 6

3%

97%

Brand Participation Brand Non Participation

36%

0%

64%

Posititve Negative Neutral

Brand Posts - Engagement

MINI responded to 1 conversations generated by the 33 Posts

they published.

MINI receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

23-OCT-15, FRI 1:00PM

Excitement at any angle. Sign up to get

exclusive news about the new MINI

Cabrio: bit.ly/__MINICabri ..

ENGM

T.

LIKES COMMENT

S

SHARE

S

SENTIMENT

15 97 6 50 Uncategorized

16-NOV-15, MON 8:12AM

Bridges are few and far between when

you’re in the middle of the wilderness.

MINI will do whatever i ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

7 65 3 21 Uncategorized

NO

IMAGE

http://www.facebook.com/115434098510/posts/10153228220293511

http://www.facebook.com/115434098510/posts/10153266121703511

Brand Posts - Analysis

Brand Post Types Days of the week

0 5 10 15 20 25

0 1 2 3 4 5

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 2 4 6 8 10 12

0 1 2 3 4 5 6

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

MINI Clubman Mini

Cooper

20

sx 18

https://www.facebook

.com/notes/enternew

s

18

First time 18

MINI MINI Clubman 17

User Posts

0

5

10

15

20

25

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

Analysis of

MINITwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

195,288 5,045 2.65% Worldwide

MINI@MINI

Engagement Score

234

Total Proactive Tweets

220

Retweets Total

10

Replies Total

222

Favorites Total

17,977

Total Mention

2,236

Total Retweets

7,969

Response Rate (%)

9.48%

Average Reply Time (mins)

1267

BRAND TWEETS USER TWEETS

Brand Overview

187K

188K

189K

190K

191K

192K

193K

194K

195K

196K


Follower Growth

Total Followers

195,288

New Followers

5,045

1K

1K

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

623

New Followees

6

Engagement

0

250

500

MINI had an average engagement score of 234 and a highest of 391.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

220 10

The drive home for the holidays is best

spent with company.

https://t.co/BMIrTDoaYZ

20-Dec-15, Sun 09:05AM

ENGMT. FAV. REPLIES RETWEETS

659 299 3 152

Top Engaging Tweets

Call it a colourful heritage.

https://t.co/RgXYIEjxNL

A #ClassicMini comes in the coolest of

shades. https://t.co/gATY6pdPNG

27-Nov-15, Fri 12:25PM


573 223 2 121

27-Dec-15, Sun 08:09PM


535 282 1 102

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/MINI/status/678576856958787584



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

0 50 100 150 200 250

0 50 100 150 200 250

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25

0 100 200 300 400 500 600 700 800 900 1000

#classicmini*

#clubman*

#gowithyourgut*

#cabrio*

#dakar2016*

#whateverittakes*

#tgif*

#bgb2015*

#miniconnected*

#tbt*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

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

classicmini clubman gowithyourgut cabrio dakar2016

Spread of Hashtags by day

0 50 100 150 200 250 300 350 400 450

#classicmini*

#miniconnected*

#whateverittakes*

#cabrio*

#gowithyourgut*

#clubman*

#dakar2016*

#tbt*

#bgb2015*

#tgif*

Engagement Score

Hashtags - Engagement

Average Response Rate : 9.48%

0

10

20

30

40

50

60

70

80

90

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

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

10

20

30

40

50

60

70

80

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

50

100

150

200

250

300

350

400

450

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

20

40

60

80

100

120

140

160

180

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 : 7,969

-50

0

50

100

150

200

250

300

350


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 2,236

-10

0

10

20

30

40

50

60

70

80

90


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Tony Hawk 4,125,369 1

India Today 2,437,051 2

LaGazzettadelloSport 1,529,630 1

Jesse Millette 1,317,559 1

BMW 1,152,311 5

TOP 5 INFLUENCERS

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