Supplemental Document 3

Twitter – Analytics

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Analytics

As with every effective marketing platform, success on Twitter starts with establishing what you want to

achieve, then crafting a marketing strategy to get there and analyzing the results. (Source)

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Using the Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Using the Dashboard (Source)

Twitter analytics data helps you analyze your past decisions

and make strategic plans for the future. The tweet activity

dashboard displays real-time tweet data to help you optimize your

performance on Twitter. It can help you look up:

You can leverage these insights to help guide your content

strategies for both paid and organic tweets and content.

1. How many people see your tweets (i.e., the number of

impressions)

2. Which of your tweets are performing best with your

target audiences (i.e., looking at number of favorites,

comments, and retweets)

3. How your metrics compare between organic (i.e.,

unpaid) tweets and paid Twitter Ads campaigns

4. If different types different types of tweeted content

drive different types of engagements

1. For example, you may notice in the Twitter dashboard

that your tweets with images get more retweets than

tweets in which you included a hashtag. If your goal is

more retweets, you should think about creating more

tweets with images in the future. Because the data is

updated within a few seconds, you can monitor and

make changes in real time.

2. You can also access historical data to learn from past

trends by downloading the analytics for your past

3,200 tweets posted after October 2013. In addition to

your performance over time, you can use this Twitter

analytics data to identify seasonal and long-term

trends and target these times for future campaigns.

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Measure Your Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Set Your Goals

1. Set an objective for your Twitter marketing strategy.

There are many ways that tweeting can help you achieve your

marketing goals. Start by identifying the short-term goals you

want to accomplish and then build your plan from there. For

example:

2. Determine your target audience.

Pinpointing whom you want to reach on Twitter will help

you create content that appeals to their interests while

reinforcing the relevancy of your message. For example:

3. Define your metrics for success.

Choose from our sample list below to determine which

Twitter metrics align best with your business goals.

a. Driving more traffic to your dealership’s inventory pages

b. Generating leads and foot traffic to your dealership

c. A specific promotion or sales event that you have planned

a. Conquesting your competitors’ audience

b. Finding in-market shoppers

c. Reaching existing owners who may be prime for

a trade-in

a. Follower Growth: How many new followers you get every day, week or month.

b. Impressions: How many users see your tweets.

c. Engagement: How many users interact with your tweets.

d. Conversion: How many users sign up for your service, visit your website or buy your products.

d. Offering service promotions to existing owners

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Measure Your Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1. Monitor your progress with your account home page.

Use the analytics home page to get a bird’s-eye view of

your account activity. You’ll see daily, weekly, and monthly

highlights including:

2. Explore the tweet activity dashboard.

Dive deeper into analyzing the real-time performance of

your tweets and gain insights to optimize your content

strategy with the tweet activity dashboard. Here is what

you can expect to see and do in the dashboard:

3. Quickly promote your best-performing tweets.

In the tweet activity dashboard or directly from your profile

on Twitter.com, you can use quick promote to put your best-

performing content in front of a wider audience.

a. How many people have seen your tweets, visited

your profile, mentioned your @username, or

followed your account. Generating leads and foot

traffic to your dealership

b. Your top tweets and follower with the largest

network in any given month. planned

a. Number of users who have viewed and interacted

with your tweets.

b. Detailed analytics for individual tweets, both

organic and paid.

a. Select a tweet to promote.

b. Choose a budget.

c. Watch people engage with your tweet in real time,

and optimize your content strategy to drive more of

your desired actions, like retweets or URL clicks

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There are a number of free and paid tools that can help you

manage your dealership’s Twitter presence, including posting and

scheduling tweets, monitoring relevant conversations on Twitter,

and tracking mentions of your dealership. Here is a list of some

Twitter monitoring, publishing and account management tools:

Please remember to submit Twitter ads for DMA compliance

pre-approval prior to posting.

Hootsuite (free and paid packages)

Sprout Social (paid)

Sprinklr (paid)

TweetDeck (free)

1.

2.

3.

4.

Measure Your Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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For more information on Twitter’s Ad Products, please refer to

the Twitter – Paid Media Advertising supplemental document.

If you would like help with your social media activities, reach

out to our Preferred Vendors: Social Dealer and Dominion.

Wrap-Up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Wrap-Up

Twitter has become one of the most powerful and influential

social networks, with roots spanning across technology, culture

and media. As the leading platform for real-time conversation and

engagement between businesses and consumers, a presence

for your dealership on Twitter can drive measurable growth in

awareness, customer loyalty, lead generation and lead conversion.

Pairing your dealership’s well-defined and consistent organic

content strategy with highly targeted, goal-oriented paid

advertising efforts on Twitter can help you learn more about your

customers, make your dealership a personal ally regardless of

where customers are in their car-purchase journey, and convert

your warmest prospects into your newest customers.

If you feel you would like help with your social media efforts, reach

out to one of the Honda Preferred Vendors, Dominion and Social

Dealer, to learn about the tools and services included in the Honda

Basic Package and set up a free demonstration.

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Feel free to email

dealersocial@ahm.honda.com with any questions.

To see all supplemental documents, please visit:

www.socialmediaseries.honda.com

And please remember to submit all Social Media ads for DMA

compliance pre-approval prior to posting.

If you would like help with your social media efforts reach out to

our preferred vendors.

(866) 673-7887

http://www.socialdealerprograms.com/hondapreferred/

(888) 382-8707

http://www.drivedominion.com/prime-honda.html

(877) 285-1094

http://3birdsmarketing.com/OEM/Honda-Preferred

TM

Federal Trade Commission’s Guides Concerning the Use of

Endorsements and Testimonials’ require prominent disclosures

whenever reviews are incentivized in some way. Please consult

your lawyers to understand your obligations under the FTC Act.

Social Vendors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

(855) 653-5463

https://honda.nakedlime.com/