Nissan USA Social Media Analysis Q4 2015

Nissan USAon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Nissan FB

Nissan: Social Media Report

This report looks at how

Nissan United Statesperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Nissan United StatesFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,339,558 58,165 4.54%United

States

Mostly Young, Male and

Attached.

Nissan United States

Engagement Score Total Fan Posts

841 2,646

Total Posts Brand Response Rate

156 24.19%

Total Likes Avg. Reply Time

943,326 6 hrs, 2 mins

Total Comments General Sentiment

52,835 Neutral

Total Shares

104,650

Most Engaging Content Type

Ad Campaigns

Least Engaging Content Type

Promotions

Most Prolific Content Type

Brand News

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

1,250K

1,260K

1,270K

1,280K

1,290K

1,300K

1,310K

1,320K

1,330K

1,340K

1,350K

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

Fan Growth

Total Fans

1,339,558

New Fans

58,165

Engagement

0

250

500

750

1,000

1,250

Nissan United States had an average engagement score of 841 and a highest of 1000.

Community Analysis

Nissan United States fans are mostly Young, Male and Attached.

Nissan United States fans are largely from United States followed by Jamaica.

Fan Demographics Distribution of Fans

67%

33%

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

United States

Jamaica

Guyana

Mexico

Barbados

Bahamas

Saint Lucia

Aruba

Puerto Rico

New Zealand

0

1

1

2

2

3

3

4


Brand Posts

Top keywords used Frequency

comments 28

photo 27

chance 24

Nissan 23

new 2016 Nissan Altima22

59%

41%

Brand Participation Brand Non Participation

98%

0%

2%

Posititve Negative Neutral

Brand Posts - Engagement

Nissan United States responded to 92 conversations generated by the 156 Posts they published.

Nissan United States receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

28-DEC-15, MON 12:05PM

It’s always a drag to take down the tree. This year, we used a GT-R to speed up the process.

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 14,568 964 5,852 Positive

09-DEC-15, WED 11:00AM

What's it like to drive a car that "melts into warp speed like the Millennium Falcon?" TopSpeed shar ..

02-DEC-15, WED 5:00PM

Attention, all gamers: Can you imagine the ultimate gaming-seat, where your marathon gaming sessions ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

1,000 47,607 734 1,936 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 18,455 1,612 3,432 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/238312155374/posts/10156323291590375



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100 120 140

0 200 400 600 800 1,000 1,200

Photos

Videos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20 25 30

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

car 443

post 365

nissanlaascontest 251

years 201

time 170

User Posts

0

10

20

30

40

50

60

70

80

90

100

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

Nissan United States responded to 640 conversations generated by the 2,646 Posts fans published.

Nissan United States appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

24%

76%

Brand Participation Brand Non Participation

21%

11%

68%

Posititve Negative Neutral

Most of Nissan United States posts were around 'Contest', and posts around 'Ad Campaigns' received the highest engagement.

Content Intel

0 5 10 15 20 25 30

0 200 400 600 800 1000 1200

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


In Nissan United States Posts about Automotive, Events in the automotive sector posts received the highest engagement.

In Nissan United States Posts about General Happenings, the category Entertainment received the highest engagement.

Content Intel

About Automotive About General Happenings

0 1 2

0 500 1000 1500

Automotive Advice

Photos

Fact

Others

Events in the…

News in the…

Question to fans

Like…

Number of Posts

Engagement Score


0 5 10 15

0 500 1000 1500

On Social Media

Others

Entertainment

Question to fans

Sports

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 1 2 3 4

0 500 1000 1500

Chicago Auto Show2016

#SoNotMeh

#BlackFriday 2015

Number of Posts

Engagement Score


0 1 2 3 4

0 500 1000 1500

Chicago Auto Show2016

#SoNotMeh

#BlackFriday 2015

Number of Posts

Engagement Score


Analysis of

NissanTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

618,455 16,400 2.72% United States

Nissan@NissanUSA

Engagement Score

317

Total Proactive Tweets

380

Retweets Total

60

Replies Total

1,020

Favorites Total

91,497

Total Mention

766,244

Total Retweets

50,443

Response Rate (%)

0.13%

Average Reply Time (mins)

7708

Most Engaging

#ModMonday

Most Recent

#NAIAS2016

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

590K

595K

600K

605K

610K

615K

620K


Follower Growth

Total Followers

618,455

New Followers

16,400

3K

3K

3K

3K

3K

3K

3K

3K

3K

3K

3K


Followee Growth

Total Followees

3,311

Engagement

0

250

500

750

1,000

1,250

Nissan had an average engagement score of 317 and a highest of 968.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

380 60

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

0 50 100 150 200 250 300 350

0 50 100 150 200 250 300 350 400

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 10 20 30 40 50 60

0 100000 200000 300000 400000 500000 600000 700000 800000

#heismanhouse*

#nissan*

#gtr*

#alt16contest*

#voicesweepstakes*

#voicecommute*

#modmonday*

#tbt*

#nissandriversed*

#tuezday*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

20000

40000

60000

80000

100000

120000

140000

160000

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

heismanhouse nissan gtr alt16contest voicesweepstakes

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900 1000

#heismanhouse*

#nissandriversed*

#tuezday*

#voicesweepstakes*

#voicecommute*

#modmonday*

#alt16contest*

#nissan*

#gtr*

#tbt*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.13%

0

20000

40000

60000

80000

100000

120000

140000

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 : 5 days 8 hours 28 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

100

200

300

400

500

600

700

800

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

20000

40000

60000

80000

100000

120000

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 : 50,443

-500

0

500

1,000

1,500

2,000

2,500

3,000


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 766,244

-20,000

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

ESPN 25,547,390 18

The Voice 4,142,161 30

India Today 2,414,511 4

Taylor Caniff 2,260,838 1

Inc. 1,620,421 12

TOP 5 INFLUENCERS

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Date post:	11-Jan-2017
Category:	Social Media
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