Indepth brand report template v2.0

In-Depth Brand Report

Brand: BMW

Category: Luxury SUV

Locations: UK

Period: 1 – 31 July 2014

Sections:

1.Insights & Recommendations

2.CEO Dashboard

3.Metrics & KPIs

4.Spike Analysis (across 7 Metrics)

5.Your Facebook & Twitter

6.Community Demographics

7.Competitors

8.Glossary

Report Author: AllFamous Digital

87%Accuracy

Score

Insights RecommendationsInsights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

People still talk about cars on Forums.

26.7% of all BMW SUV related conversations

happen on Forums, where people ask questions

including which to buy, reliability, faults,

performance and style opinions.

Actively listen, engage and contribute to

Forums

Be the first to respond to forum questions with

specific content that addresses their concerns.

You will need to build a playbook and content

creation process.

You are Share of Voice leader, without trying

too hard.

It is clear that your competitors are not working

hard to increase their share of voice, neither are

you.

Get more active on social media

Dedicate a full time resource to being active on

Twitter and and engaging in relevant Forum

conversations. This will dramatically increase

your share of voice, and make you seem

“human” and “present”.

There is some criticism over your cars.

Several customers have asked forums for advice

with minor faults and technical issues. These go

unanswered.

Provide Technical Support online

Regardless of where somebody complains of a

fault, we should respond and invite them to

receive help via your normal support process.

Metrics & KPIs

Power

7.9%Positive Sentiment

Rank #1

1.

You were mentioned 1,046 times!

LOWRisk

3.9%

Target

LOWRisk

>

Handling LOWRisk

Efficiency LOWRisk

Safety LOWRisk

Comfort LOWRisk

Luxury LOWRisk

4.9%Negative Sentiment

1.9%

Target

>

2.

3.

4.

46%

Share of voice

43%

6%

6%

CEO DASHBOARD

Period: 1-31 July 2014

8.1%

Positive

0.2%

You

>

2.3%

Negative

1.9%

You

>

13.8%

Positive

5.9%

You

>

2.3%

Negative

1.9%

You

>

8.5%

Positive

0.6%

You

>

7.8%Negative

2.9%

You

>

Risk by Topic

Competitors

Insights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

Metric KPI Month 1 Month 2 Month 3 This Month

Mentions 250/month 244 267 322 178

Share of Voice 50% 52% 54% 57% 53%

Positive Sentiment 3% 4.5% 3.2% 3.4% 5%

Negative Sentiment 1% 1.3% 1.4% 1.4% 1.3%

Crisis Score 20 20 20 20 20

Negative Mentions by Brand Metric Month 1 Month 2 Month 3 This Month

Comfort 2 3 5 3

Efficiency 1 5 4 5

Power 2 7 3 2

Luxury 3 6 3 2

Safety 2 2 4 3

Handling 3 5 2 1

TOTAL 13 28 21 16

Key Social Media Metrics

What are people saying about the various aspects of your product?

Insights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

1.

Recommended Actions

1. Participate in the Forum discussions with helpful information and links to blogs/videos that answer questions. There are a lot of people asking for technical help on repairs and maintenance.

Spike AnalysisPositive Mentions Negative Mentions


LOWRisk

3.9%

Target

>


1.9%

Target

>

You were mentioned 1,046 times! SPIKE ANALYSIS


Brand

1.

2.

3.

1. Viral Forum Conversation: A funny Forum (UKM) conversation of a man trying to sell his wife’s old battered BMW 5 Series because he just bought her a new X5, claiming “what did I just do that for?”

2a. Viral Tweet: A girl had her car stolen and her Tweet asking for people to be on the lookout for her plate number went viral

2b. Viral Forum Conversation Another big conversation on UKM of one person seeking advice on whether to buy an X5

3. Spam of a For Sale post.

Insights &

Recomendations

CEO Dashboard

Spike Analysis

BRAND

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

Recommended ActionsSpike AnalysisPositive Mentions Negative Mentions


LOWRisk

16.8%

Target

>


4.3%

Target

>

“BMW SUV” + “Comfort” was mentioned

42 times!SPIKE ANALYSIS


COMFORT

1.

1. Conversation on Forum “HonestJohn.co.uk” where a popular conversation happened on which SUV to buy for less than GBP 8,000.


2. Provide responses to criticism with informative blogs and research.

Insights &

Recomendations

CEO Dashboard

Spike Analysis

COMFORT

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs


43.8%

Positive Sentiment

LOWRisk

35.8%

Target

>

9.6%

Negative Sentiment

6.6%

Target

>

SPIKE ANALYSIS


LUXURY

1.

2.

1. Viral Instagram: An image of a white tinted BMW X5 at a car show was retweeted several times.

2. Negative Comment on a UK body building forum saying repairs are expensive and it isn’t great on fuel.

3. New blog post on www.girlracer.co.ukabout the BMW X4 that was shared several times.

“BMW SUV” + “Luxury” were mentioned

73 times!

3.



3. Thank authors and re-seed the authors work amongst BMW communities.

Insights &

Recomendations

CEO Dashboard

Spike Analysis

LUXURY

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

http://www.girlracer.co.uk

1.



LOWRisk

28.7%

Target

>

0%

Negative Sentiment

3.0%

Target

>

SPIKE ANALYSIS


EFFICIENCY

1.

2.

3.

n/a

“BMW SUV” + “Efficiency” was

mentioned 15 times!




Insights &

Recomendations

CEO Dashboard

Spike Analysis

EFFICIENCY

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

1.



LOWRisk

20.1%

Target

>

9.4%

Negative Sentiment

6.4%

Target

>

SPIKE ANALYSIS


SAFETY

2.

1. News story about driver “intimidating cyclists” in his BMW X5

2. A series of blogs reviewing the new BMW X4 were released.

“BMW SUV” + “Safety” was mentioned

33 times!




Insights &

Recomendations

CEO Dashboard

Spike Analysis

SAFETY

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs


24.0%

Positive Sentiment

LOWRisk

16.0%

Target

>

7.0%

Negative Sentiment

3.0%

Target

>

SPIKE ANALYSIS


POWER

3.

1.

2.

1. Viral Forum Conversation: on a forum in UK Muscle Body Building Forum asking what it is like to own a BMW X5.

2. Several blogs on the X4 released from several major online car magazines.

3. X4 Arrives in UK Stores. Several blogs released.

“BMW SUV” + “Power” was mentioned

129 times!




4. Create content around the X4 and promote/release it to steer the conversations

Insights &

Recomendations

CEO Dashboard

Spike Analysis

POWER

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

Recommended Actions

1. Be more strategic around the release of new press information. Have a strategy to work with bloggers to release important information.

Spike AnalysisPositive Mentions Negative Mentions

43.3%

Positive Sentiment

LOWRisk

38.3%

Target

>

3.3%

Negative Sentiment

0.3%

Target

>

SPIKE ANALYSIS


HANDLING

1.

1. New BMW X4 being talked about across several motorsport online publishers.

“BMW SUV” + “Handling” was

mentioned 31 times!

Insights &

Recomendations

CEO Dashboard

Spike Analysis

HANDLING

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

You gain 66 new fans (average) every day!

You have 9,897 average daily impressions.

10% of your fans are engaged.

10/30

Growth Score

4/20

Impression Score

10/50

Engagement Score

24/100OVERALL

10/30

Growth Score

0/50

Engagement Score

22/100OVERALL

Your target = 50/day.

Your target = 7,000/day.

Your target = 15%.

Your target = 1,000/day.

You have 2,120 average daily impressions.

12/20

Impression Score

You gain 15 new followers every day!Your target = 15/day.

2.5% of your followers are engaged.Your target = 3%.

Insights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

By CityDemographics

Channels

Age Group Male Female

21-24 13% 6%

25-34 43% 27%

35-44 29% 40%

45-54 16% 27%

Total 67.3% 32.7%

Country Share Male Female

London 29.4% 61.2% 38.8%

UK 9.4% 68.2% 31.8%

Manchester 8.2% 64.8% 35.2%

England 5.9% 67.3% 32.7%

Liverpool 4.7% 67.4% 32.6%

Aberdeen 3.5% 48.4% 51.6%

West Lothian 3.5% 90.9% 9.1%

Channel Share

Twitter 53.6%

Forum Replies 24.2%

Blogs 9.1%

Forums 6.3%

Mainstream News 4.4%

Comments 1.1%

Videos 0.3%

Most Commonly Used Hashtags

Hashtag Mentions Hashtag Mentions

#bmw 74 #essex 14

#carads 35 #suv 12

#x5 26 #luxury 9

#auto 21 #automotive 8

#autotrader 21 #brampton 8

#freeads 21 #bumpers 8

#autotrade 14 #german 7

Insights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

Key Moments Examples

1. Several tweets and blogs about the

sexy new Audi Q7

2. Press release of the RSQ3 through

bloggers

3. Charity Race between a Q7 and a Polo

Pony went viral

4. Announcement that Q7 will have 48V

turbo


1. Viral Tweet of the most expensive SUV

(Mercedes Benz G Class)

2. Kylie Jenner gets pulled over in her

Mercedes SUV for having illegal tints

3. News story released on the GLA

4. News story released on the new

Mercedes MLC Coupe SUV


1. New Lexus NX Compact news story

does the rounds.

2. Announcement that Lexus is exploring

a smaller car to sit under the NX. News

story by Top Gear on the Lexus NX

goes viral.

3. Lexus launches all new “NX” compact

crossover SUV in Japan

1.

8.1%

Positive

0.2%

You

> 2.3%

Negative

1.9%

You

>

13.8%

Positive

5.9%

You

> 2.3%

Negative

1.9%

You

>

8.5%

Positive

0.6%

You

> 7.8%

Negative

2.9%

You

>

2.

3.4.

1.2.

4.3.

1.

2.

3.

Insights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

Term Definition

SentimentThe “tone” or emotion of a mention of your brand. For example “I hate <brand>” is considered a negative

mention. “I love <brand>” is considered a positive mention. “I visited <brand> today” is considered to be Neutral

because we don’t know if the visit was good or bad.

MentionA “mention” relates to an instance where somebody has mentioned your brand, or the keywords we are listening

for, in either web or social.

Crisis ScoreThis is a blend of two existing metrics – 1. Negative Sentiment vs. Target and 2. Velocity of Sentiment Change.

Both of these numbers will indicate the crisis risk to your brand.

HashtagA Hashtag is a common language in Twitter where a word is preceeded by a “#”. This can either be used to join

the Tweet to an existing conversation thread, or is commonly used to emphasize a point.

Spike AnalysisSpike analysis is a method we have undertaken in this report to understand the cause behind spikes in mention

volume over time. This allows us to zoom in and see what exactly people care about.

CEO DashboardThis is the basic dashboard that provides a view on key areas of social listening, from your brand metrics, to key

topics of your company, to how well you are competing against your competitors.

ImpressionAn impression is a social media metric that measures how many “potential eyeballs” saw your post/page. This

simply means that a user may have scrolled past it, but may or may not have noticed it.

Fan A Fan is a person that has liked your page on Facebook.

Follower A Follower is somebody that has followed you on Twitter, Instagram or other social network.

Glossary of Terms

Insights &

Recomendations

CEO Dashboard

Spike Analysis

Your Facebook &

Twitter Pages

Glossary

Audience

Measurement

Competitors

Metrics & KPIs

In-Depth Brand Report

Report Author: AllFamous Digital

87%Accuracy

Score

Thank you!

Indepth brand report template v2.0

Marketing

Transcript of Indepth brand report template v2.0