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 Recommendations Insights &

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!

#3

Share of Voice

LOW Risk

3.9%

Target

LOW Risk

>

Handling LOW Risk

Efficiency LOW Risk

Safety LOW Risk

Comfort LOW Risk

Luxury LOW Risk

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

>


0.3%

Target

>

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


Glossary


Competitors

Metrics & KPIs

Metric KPI Month 1 Month 2 Month 3 This Month

Men5ons 250/month 244 267 322 178

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

Posi5ve Sen5ment 3% 4.5% 3.2% 3.4% 5%

Nega5ve Sen5ment 1% 1.3% 1.4% 1.4% 1.3%

Crisis Score 20 20 20 20 20

Nega3ve Men3ons 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?


CEO Dashboard

Spike Analysis


Glossary


Competitors

Metrics & KPIs

1.

Recommended Ac3ons

1.   Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.

Spike Analysis Posi3ve Men3ons Nega3ve Men3ons


LOW Risk

3.9%

Target

>


1.9%

Target >

You were mentioned 1,046 times! SPIKE ANALYSIS


Brand

1.

2.

3.

1. Viral Forum Conversa3on: A funny Forum (UKM) conversa5on of a man trying to sell his wife’s old baVered 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 Conversa3on Another big conversa5on on UKM of one person seeking advice on whether to buy an X5

3. Spam of a For Sale post.


CEO Dashboard

Spike Analysis BRAND


Glossary


Competitors

Metrics & KPIs

Recommended Ac3ons Spike Analysis Posi3ve Men3ons Nega3ve Men3ons


LOW Risk

16.8%

Target

>


4.3%

Target >

“BMW SUV” + “Comfort” was mentioned 42 times! SPIKE ANALYSIS


COMFORT

1.

1. Conversa3on on Forum “HonestJohn.co.uk” where a popular conversa5on happened on which SUV to buy for less than GBP 8,000.


2.  Provide responses to cri3cism with informa5ve blogs and research.


CEO Dashboard

Spike Analysis COMFORT


Glossary


Competitors

Metrics & KPIs



LOW Risk

35.8%

Target

>


6.6%

Target >

SPIKE ANALYSIS


LUXURY

1.

2.

1.   Viral Instagram: An image of a white 5nted BMW X5 at a car show was retweeted several 5mes.

2.   Nega3ve 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.uk about the BMW X4 that was shared several 5mes.

“BMW SUV” + “Luxury” were mentioned 73 times!

3.



3.   Thank authors and re-‐seed the authors work amongst BMW communi5es.


CEO Dashboard

Spike Analysis LUXURY


Glossary


Competitors

Metrics & KPIs

1.



LOW Risk

28.7%

Target

>

0% Negative Sentiment

3.0%

Target

>

SPIKE ANALYSIS


EFFICIENCY

1.

2.

3.

n/a

“BMW SUV” + “Efficiency” was mentioned 15 times!





CEO Dashboard

Spike Analysis EFFICIENCY


Glossary


Competitors

Metrics & KPIs

1.



LOW Risk

20.1%

Target

>


6.4%

Target >

SPIKE ANALYSIS


SAFETY

2.

1.   News story about driver “in3mida3ng cyclists” in his BMW X5

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

“BMW SUV” + “Safety” was mentioned 33 times!





CEO Dashboard

Spike Analysis SAFETY


Glossary


Competitors

Metrics & KPIs



LOW Risk

16.0%

Target

>


3.0%

Target >

SPIKE ANALYSIS


POWER

3.

1.

2.

1.   Viral Forum Conversa3on: 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 conversa5ons


CEO Dashboard

Spike Analysis POWER


Glossary


Competitors

Metrics & KPIs

Recommended Ac3ons

1.   Be more strategic around the release of new press informa3on. Have a strategy to work with bloggers to release important informa3on.

Spike Analysis Posi3ve Men3ons Nega3ve Men3ons


LOW Risk

38.3%

Target

>


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!


CEO Dashboard

Spike Analysis HANDLING


Glossary


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

24/100 OVERALL

10/30 Growth Score

0/50 Engagement

Score

22/100 OVERALL

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%.


CEO Dashboard

Spike Analysis


Glossary


Competitors

Metrics & KPIs

By City Demographics

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


CEO Dashboard

Spike Analysis


Glossary


Competitors

Metrics & KPIs

Share of Conversation

Industry Mentions

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

Key Moments Examples 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

Key Moments Examples 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.


CEO Dashboard

Spike Analysis


Glossary


Competitors

Metrics & KPIs

Term Definition

Sentiment The “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.

Mention A “mention” relates to an instance where somebody has mentioned your brand, or the keywords we are listening for, in either web or social.

Crisis Score This 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.

Hashtag A 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 Analysis Spike 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 Dashboard This 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.

Impression An 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


Glossary


Competitors

Metrics & KPIs

In-Depth Brand Report Report Author: AllFamous Digital

87% Accuracy Score

Thank you!

Indepth brand report template v2.0

Data & Analytics

Transcript of Indepth brand report template v2.0