BMWon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of BMW FB

BMW: Social Media Report

This report looks at how

BMWperformed on social media between

October 1st – December 31st, 2015

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Analysis of

BMW USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

2,273,447 60,157 2.72%United

States

Mostly Older, Male and

Attached.

BMW USA

Engagement Score Total Fan Posts

248 712

Total Posts Brand Response Rate

73 9.27%

Total Likes Avg. Reply Time

116,569 11 hrs, 28 mins

Total Comments General Sentiment

2,950 Neutral

Total Shares

11,812

Most Engaging Content Type

Question to fans

Least Engaging Content Type

Corporate Social

Responsibility

Most Prolific Content Type

Like This/Engagement

Oriented Posts

Most Engaging Campaign

#BMWSnowchat

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

2,180K

2,190K

2,200K

2,210K

2,220K

2,230K

2,240K

2,250K

2,260K

2,270K

2,280K

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

Fan Growth

Total Fans

2,273,447

New Fans

60,157

Engagement

0

250

500

750

1,000

BMW USA had an average engagement score of 248 and a highest of 756.

Community Analysis

BMW USA fans are mostly Older, Male and Attached. BMW USA fans are largely from United States followed by

India.

Fan Demographics Distribution of Fans

64%

36%

male female

0% 10% 20% 30% 40%

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

United States

India

Egypt

Brazil

Iran

Mexico

Pakistan

Turkey

Algeria

0

1

1

2

2

3

3

4

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

Brand Posts

Top keywords used Frequency

Photo 21

USA 12

FanFriday 9

performance 8

X1 8

12%

88%

Brand Participation Brand Non Participation

94%

0%6%

Posititve Negative Neutral

Brand Posts - Engagement

BMW USA responded to 9 conversations generated by the 73

Posts they published.

BMW USA receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

15-DEC-15, TUE 12:00PM

Indulge your cravings.

#NationalCupcakeDay. Photo by Sweet

T's Bakeshop.

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

756 6,949 226 904 Positive

09-OCT-15, FRI 4:00PM

Meet the #BMW #M4 GTS, the 1st

production car w/ a water-injected engine,

resulting in 493 hp & 442 ..

30-OCT-15, FRI 3:44PM

Performance on a pumpkin.

#HappyHalloween #BMW #M2

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

655 5,821 117 630 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

644 2,815 82 915 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60

0 50 100 150 200 250 300 350

Videos

Photos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 100 200 300 400

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

BMW USA 322

service 59

issue 32

vehicle 29

BMW India 28

User Posts

0

5

10

15

20

25

30

35

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

BMW USA responded to 66 conversations generated by the

712 Posts fans published.

BMW USA appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

9%

91%

Brand Participation Brand Non Participation

33%

9%

58%

Posititve Negative Neutral

Most of BMW USA posts were around 'Like This/Engagement Oriented Posts', and posts around 'Question to fans'

received the highest engagement.

Content Intel

0 2 4 6 8 10 12 14 16 18 20

0 50 100 150 200 250 300 350 400

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 BMW USA Posts about Automotive, Events in the

automotive sector posts received the highest engagement.

In BMW USA Posts about General Happenings, the category

Festival/Greetings received the highest engagement.

Content Intel

About Automotive About General Happenings

0 1 2 3

0 100 200 300

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

0 200 400 600

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

Entire Campaign

0 1 2 3 4 5 6 7 8

0 50 100 150 200 250 300

#BMWGeneva

#BMWUFL

#BMWNAIAS

Number of Posts

Engagement Score

Engagement Score Number of Posts

This is the performance of a selection of BMW campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

BMW USATwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

357,429 25,208 7.59% United States

BMW USA@BMWUSA

Engagement Score

372

Total Proactive Tweets

166

Retweets Total

9

Replies Total

238

Favorites Total

42,354

Total Mention

4,131

Total Retweets

13,537

Response Rate (%)

4.47%

Average Reply Time (mins)

1219

Most Engaging

#BMW 7 Series

Most Recent

#BMW 7 Series

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

315K

320K

325K

330K

335K

340K

345K

350K

355K

360K

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

Follower Growth

Total Followers

357,429

New Followers

25,208

1K

1K

1K

1K

1K

1K

1K

1K

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

Followee Growth

Total Followees

667

Engagement

0

250

500

750

1,000

BMW USA had an average engagement score of 372 and a highest of 908.

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

166 9

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

0 20 40 60 80 100 120 140 160 180

0 50 100 150 200 250 300 350 400 450

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120 140

0 2000 4000 6000 8000 10000 12000 14000

#bmw*

#7series*

#x1*

#m4*

#m2*

#mmonday*

#bmwteamusa*

#m3*

#tbt*

#witnessm*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

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

bmw 7series x1 m4 m2

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900 1000

#witnessm*

#7series*

#mmonday*

#bmwteamusa*

#m2*

#bmw*

#m3*

#m4*

#tbt*

#x1*

Engagement Score

Hashtags - Engagement

Average Response Rate : 4.47%

0

20

40

60

80

100

120

140

160

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 : 20 hours 19 minutes

0

5000

10000

15000

20000

25000

30000

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

20

40

60

80

100

120

140

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

100

200

300

400

500

600

700

800

900

1000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

50

100

150

200

250

300

350

400

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 : 13,537

-1,000

0

1,000

2,000

3,000

4,000

5,000

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: 4,131

-20

0

20

40

60

80

100

120

140

160

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

French Montana 2,524,841 1

Inc. 1,624,466 1

Jesse Millette 1,317,559 1

Variety 1,289,328 1

The Atlantic 1,237,688 1

TOP 5 INFLUENCERS

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It took minutes to create.

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