Land Rover USAon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Land Rover FB

Land Rover: Social Media Report

This report looks at how

Land Rover USAperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Land Rover USAFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,496,719 11,503 .77%United

States

Mostly Older, Male and

Attached.

Land Rover USA

Engagement Score Total Fan Posts

211 438

Total Posts Brand Response Rate

62 6.62%

Total Likes Avg. Reply Time

51,634 1 day, 9 hrs, 9 mins

Total Comments General Sentiment

2,792 Neutral

Total Shares

6,208

BRAND POSTS FAN POSTS

Brand Overview

1,475K

1,480K

1,485K

1,490K

1,495K

1,500K

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

Fan Growth

Total Fans

1,496,719

New Fans

11,503

Engagement

0

250

500

750

1,000

Land Rover USA had an average engagement score of 211 and a highest of 789.

Community Analysis

Land Rover USA fans are mostly Older, Male and Attached. Land Rover USA fans are largely from United States followed

by Mexico.

Fan Demographics Distribution of Fans

52%

48%

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

United States

Mexico

India

Iran

Puerto Rico

Saudi Arabia

Algeria

Brazil

South Africa

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 Credit 18

RangeRoverEvoque 16

RangeRoverSport 10

WellStoried 10

Bryan Dale 10

Most Engaging Brand Posts

18-NOV-15, WED 5:20PM

Beautifully bold. Distinctively refined.

Witness the #RangeRoverEvoque

#Convertible for yourself at ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

955 5,943 733 1,734 Positive

09-NOV-15, MON 5:00PM

Take a closer look at the New

#RangeRoverEvoque #Convertible. As

capable as it is striking, this is ..

23-DEC-15, WED 5:31PM

Siblings put their rivalry to rest on the

journey home. #HappyHolidays

#RangeRoverEvoque #Convertibl ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

531 1,827 203 375 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

522 2,738 200 269 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50

0 50 100 150 200 250 300

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 2 4 6 8 10 12

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

2016 Land Rover

Range

363

Range Rover 87

South Dade 73

North Dade 58

rangeroversport

Autoproyecto Autos0-

60

55

User Posts

0

10

20

30

40

50

60

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

Land Rover USA responded to 29 conversations generated by

the 438 Posts fans published.

Land Rover USA appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

7%

93%

Brand Participation Brand Non Participation

23%

5%

72%

Posititve Negative Neutral

Campaign Intel

0 5 10 15 20 25

0 100 200 300 400 500 600

#Blizzard2016

#CityEvocation

#LAAutoShow

Number of Posts

Engagement Score

Engagement Score Number of Posts

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

by Unmetric and are not restricted to the time period analyzed

Analysis of

Land Rover USATwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

319,705 13,031 4.25% United States

Land Rover USA@LandRoverUSA

Engagement Score

267

Total Proactive Tweets

96

Retweets Total

24

Replies Total

178

Favorites Total

15,372

Total Mention

1,448

Total Retweets

5,410

Response Rate (%)

8.95%

Average Reply Time (mins)

1551

Most Engaging

#LAAutoShow

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

300K

305K

310K

315K

320K

325K

2-Oct 9-Oct 16-Oct23-Oct30-Oct 6-Nov 13-Nov

20-Nov

27-Nov

4-Dec 11-Dec

18-Dec

25-Dec

Follower Growth

Total Followers

319,705

New Followers

13,031

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K

2-Oct 9-Oct 16-Oct23-Oct30-Oct 6-Nov 13-Nov

20-Nov

27-Nov

4-Dec 11-Dec

18-Dec

25-Dec

Followee Growth

Total Followees

410

New Followees

26

Engagement

0

250

500

750

1,000

Land Rover USA had an average engagement score of 267 and a highest of 907.

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

96 24

Beautifully bold. Distinctively refined.

Witness the #RangeRoverEvoque

#Convertible for yourself at..

18-Nov-15, Wed 05:20PM

ENGMT. FAV. REPLIES RETWEETS

1,000 4,970 145 2,888

Top Engaging Tweets

Perhaps you're ready to start getting the

most out of your commute.

#RangeRoverEvoque

https://t.co/..

17-Nov-15, Tue 05:41PM

ENGMT. FAV. REPLIES RETWEETS

653 1,048 31 144

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 50 100 150 200 250 300

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25 30 35

0 500 1000 1500 2000 2500 3000

#rangeroverevoque*

#convertible*

#laautoshow*

#rangerover*

#rangeroversport*

#spectre*

#wellstoried*

#defender*

#svr*

#periscope*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

200

400

600

800

1000

1200

1400

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

rangeroverevoque convertible laautoshow rangerover rangeroversport

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900

#wellstoried*

#rangeroversport*

#rangeroverevoque*

#periscope*

#defender*

#rangerover*

#laautoshow*

#convertible*

#svr*

#spectre*

Engagement Score

Hashtags - Engagement

Average Response Rate : 8.95%

0

50

100

150

200

250

300

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

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

20

40

60

80

100

120

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

50

100

150

200

250

300

350

400

450

500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

20

40

60

80

100

120

140

160

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 : 5,410

-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500

2-Oct 7-Oct 12-Oct 17-Oct 22-Oct 27-Oct 1-Nov 6-Nov 11-Nov 16-Nov 21-Nov 26-Nov 1-Dec 6-Dec 11-Dec 16-Dec 21-Dec 26-Dec 31-Dec

Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 1,448

-50

0

50

100

150

200

250

300

2-Oct 7-Oct 12-Oct 17-Oct 22-Oct 27-Oct 1-Nov 6-Nov 11-Nov 16-Nov 21-Nov 26-Nov 1-Dec 6-Dec 11-Dec 16-Dec 21-Dec 26-Dec 31-Dec

Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Uncle Louie G 1,460,550 1

Jesse Millette 1,317,559 1

The Daily Beast 902,176 3

Twitter Advertising 783,009 4

Tata Group 485,468 1

TOP 5 INFLUENCERS

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