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Ford India Social Media Analysis Q4 2015
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Transcript of Ford India Social Media Analysis Q4 2015
Ford Indiaon Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Ford FB
Ford: Social Media Report
This report looks at how
Ford Indiaperformed on social media between
October 1st – December 31st, 2015
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Analysis of
Ford IndiaFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
888,267 133,802 17.73% IndiaMostly Young, Male and
Single
Ford India
Engagement Score Total Fan Posts
170 712
Total Posts Brand Response Rate
204 23.60%
Total Likes Avg. Reply Time
129,590 11 hrs, 54 mins
Total Comments General Sentiment
2,529 Neutral
Total Shares
5,667
Most Engaging Content Type
Brand News
Least Engaging Content Type
Corporate Social
Responsibility
Most Prolific Content Type
Brand News
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS
650K
700K
750K
800K
850K
900K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
888,267
New Fans
133,802
Engagement
0
250
500
750
1,000
1,250
Ford India had an average engagement score of 170 and a highest of 969.
Community Analysis
Ford India fans are mostly Young, Male and Single Ford India fans are largely from India followed by Brazil.
Fan Demographics Distribution of Fans
90%
10%
male female
0% 20% 40% 60% 80%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 20% 40% 60%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K 800K 1,000K
India
Brazil
United States
United Arab Emirates
South Africa
Saudi Arabia
Pakistan
Philippines
Bangladesh
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
new Ford Figo 28
new Ford 23
Ford 18
drive 17
Figo Aspire 17
33%
67%
Brand Participation Brand Non Participation
79%
7%
14%
Posititve Negative Neutral
Brand Posts - Engagement
Ford India responded to 60 conversations generated by the 184 Posts they published.
Ford India receives more positive than negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
23-DEC-15, WED 10:30AM
#Christmas is here and our beloved Santa has an extraordinary job ahead…of traveling across the worl ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
982 21,147 42 101 Positive
24-DEC-15, THU 10:30AM
Santa is here…navigating obstacles and finding his way to your home to spread the joyous #Christmas ..
10-DEC-15, THU 7:33AM
The CNBC-TV18 Overdrive Awards jury was bowled over by the perfect combination of style, power, safe ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
975 19,529 42 79 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
973 14,875 171 393 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100 120 140 160
0 50 100 150 200 250
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30 40
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Top Keywords Used Frequency
Ford India 340
Ford Figo 117
service 100
Ford 97
customer 89
User Posts
0
5
10
15
20
25
30
35
40
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
Ford India responded to 168 conversations generated by the 712 Posts fans published.
Ford India appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
24%
76%
Brand Participation Brand Non Participation
24%
20%
56%
Posititve Negative Neutral
Most of Ford India posts were around 'Others', and posts around 'Brand News' received the highest engagement.
Content Intel
0 10 20 30 40 50 60
0 50 100 150 200 250 300
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
In Ford India Posts about Automotive, Automotive Advice posts received the highest engagement.
In Ford India Posts about General Happenings, the category Festival/Greetings received the highest engagement.
Content Intel
About Automotive About General Happenings
0 1 2
0 20 40 60
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10
0 200 400 600 800 1000
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel
0 5 10 15 20 25 30
0 100 200 300 400 500 600 700 800 900 1000
#HappyWeekend
Auto Expo 2016
#FordMustang
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of Ford India campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed
Analysis of
Ford IndiaTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
50,010 19,871 65.93% India
Ford India@FordIndia
Engagement Score
130
Total Proactive Tweets
183
Retweets Total
10
Replies Total
27
Favorites Total
1,325
Total Mention
2,053
Total Retweets
885
Response Rate (%)
1.02%
Average Reply Time (mins)
1061
Most Engaging
#NewFordFigo
Most Recent
Auto Expo 2016
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS
0K
10K
20K
30K
40K
50K
60K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
50,010
New Followers
19,871
0K
0K
0K
0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
336
New Followees
1
Engagement
0
250
500
Ford India had an average engagement score of 130 and a highest of 404.
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
183 10
Hello beautiful! http://t.co/j8QKJf97za
06-Oct-15, Tue 08:00AM
ENGMT. FAV. REPLIES RETWEETS
712 64 15 34
Top Engaging Tweets
Make a stylish and powerful statement this festive season with the new Ford EcoSport. Bookings now ..
Thank you everyone for participating in the #NewFordFigo contest.
Congratulations to all those who ..
07-Oct-15, Wed 06:08AM
ENGMT. FAV. REPLIES RETWEETS
686 36 6 38
09-Oct-15, Fri 10:02AM
ENGMT. FAV. REPLIES RETWEETS
576 21 22 20
NO IMAGE NO IMAGE NO IMAGE
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140 160 180 200
0 20 40 60 80 100 120 140 160 180
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 50 100 150 200 250 300 350 400
#ecosport*
#figoaspire*
#ford*
#newfordfigo*
#endeavour*
#figo*
#entrepreneur*
#breezersoundhike*
#smallbutmighty*
#ecoboost*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
10
20
30
40
50
60
70
80
90
100
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
ecosport figoaspire ford newfordfigo endeavour
Spread of Hashtags by day
0 50 100 150 200 250
#entrepreneur*
#smallbutmighty*
#ecosport*
#figoaspire*
#newfordfigo*
#ecoboost*
#figo*
#ford*
#endeavour*
#breezersoundhike*
Engagement Score
Hashtags - Engagement
Average Response Rate : 1.02%
0
20
40
60
80
100
120
140
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 : 17 hours 41 minutes
0
1000
2000
3000
4000
5000
6000
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
2
4
6
8
10
12
14
16
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
50
100
150
200
250
300
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 : 885
0
10
20
30
40
50
60
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: 2,053
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
Mentions Brand Tweets
Mentions
Influencers
Name Followers Tweets
Hindustan Times 3,136,199 1
ABP News 3,079,225 1
India Today 2,414,507 5
EconomicTimes 1,165,575 1
NewsX 737,251 1
TOP 5 INFLUENCERS
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