Porsche Social Media Analysis Q4 2015

Porscheon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Porsche Twitter

Porsche: Social Media Report

This report looks at how

Porscheperformed on social media between

October 1st – December 31st, 2015

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Analysis of

PorscheFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

10,262,677 197,035 1.96% WorldwideMostly Young, Male and Attached.

Porsche

Engagement Score Total Fan Posts

421 6,336

Total Posts Brand Response Rate

103 0.03%

Total Likes Avg. Reply Time

720,987 10 hrs, 58 mins

Total Comments General Sentiment

19,195 Neutral

Total Shares

145,172

BRAND POSTS FAN POSTS

Brand Overview

9,950K

10,000K

10,050K

10,100K

10,150K

10,200K

10,250K

10,300K

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

Fan Growth

Total Fans

10,262,677

New Fans

197,035

Engagement

0

250

500

750

1,000

1,250

Porsche had an average engagement score of 421 and a highest of 1000.

Community Analysis

Porsche fans are mostly Young, Male and Attached. Porsche fans are largely from India followed by United States.

Fan Demographics Distribution of Fans

79%

21%

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 500K 1,000K 1,500K 2,000K

India

United States

Germany

France

Mexico

Brazil

Italy

Turkey

Egypt

Japan

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

accordance 51

fuel consumption 51

km 50

CO2 emissions 48

EU 6 32

Most Engaging Brand Posts

12-NOV-15, THU 5:30AM

Even Mark Webber can´t do this. That´s why you shouldn´t.

ENGMT.

LIKES COMMENTS SHARESSENTIMENT

1,000 150,605 4,772 59,788 Positive

29-DEC-15, TUE 5:00AM

“Soon or late the man who wins is the man who thinks he can.” Written by

Walter D. Wintle – brought ..

ENGMT.

LIKES COMMENTS SHARES SENTIMENT

973 35,063 841 10,682 Positive

http://www.facebook.com/53855227667/posts/10153885399037668

http://www.facebook.com/53855227667/posts/10153968042927668

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60 70

0 100 200 300 400 500 600 700

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 200 400 600 800

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Porsche 4667

post 1534

car 527

Porsche 911 402

Porsche 918 Spyder 165

User Posts

0

20

40

60

80

100

120

140

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

Campaign Intel

0 2 4 6 8 10

0 100 200 300 400 500 600

FIA WEC 2015

Cayman GT4

Porsche 10M Road Trip

Number of Posts

Engagement Score


Analysis of

PorscheTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY

1,166,444 56,725 5.11% Worldwide

Porsche@Porsche

Engagement Score

215

Total Proactive Tweets

96

Retweets Total

21

Favorites Total

27,742

Total Mention

17,924

Total Retweets

13,200

Response Rate (%)

0.02%

Average Reply Time (mins)

1120

BRAND TWEETS USER TWEETS

Brand Overview

1,080K

1,090K

1,100K

1,110K

1,120K

1,130K

1,140K

1,150K

1,160K

1,170K

1,180K


Follower Growth

Total Followers

1,166,444

New Followers

56,725

1K

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

1,444

Engagement

0

250

500

750

Porsche had an average engagement score of 215 and a highest of 604.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

96 21

Allows you to hunt where others fear to prey. #HappyHalloweenhttps://t.co/7FyPH9NRGV

31-Oct-15, Sat 12:38PM

ENGMT. FAV. REPLIES RETWEETS

604 914 15 545

Top Engaging Tweets

Twin-turbocharged engines for more power. Significantly more torque.

The new #Porsche911.

#EverAhea..

Eminence does not come from making grand statements. Sometimes a single unveiling suffices. The all..

09-Oct-15, Fri 11:50AM


576 852 35 488

01-Dec-15, Tue 03:00PM


524 841 18 430

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/Porsche/status/660496186785288192



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

0 10 20 30 40 50 60 70 80 90 100

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 2 4 6 8 10 12 14 16 18 20

0 500 1000 1500 2000 2500 3000 3500 4000 4500

#porsche*

#porsche911*

#porscherrv*

#911rsr*

#everahead*

#missione*

#atlanta*

#6hbahrain*

#cayman*

#porschemotorsport*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

350

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

porsche porsche911 porscherrv 911rsr everahead

Spread of Hashtags by day

0 100 200 300 400 500 600

#everahead*

#porschemotorsport*

#cayman*

#porsche*

#6hbahrain*

#missione*

#911rsr*

#porscherrv*

#atlanta*

#porsche911*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.02%

0

50

100

150

200

250

300

350

400

450

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

Me

nti

on

s a

nd

Re

pli

es

Replies Mentions

Customer Service

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

3000

3500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

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 : 13,200

-100

0

100

200

300

400

500

600

700

800


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 17,924

-50

0

50

100

150

200

250

300

350

400

450


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

CNN 23,876,183 2

CNN en Español 12,497,013 1

CNN International 4,914,010 2

GMA News 4,217,599 1

Portal R7.com 4,094,177 2

TOP 5 INFLUENCERS

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Porsche Social Media Analysis Q4 2015

Social Media

Transcript of Porsche Social Media Analysis Q4 2015