indepth brand report template v2.0
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Indepth brand report template v2.0TRANSCRIPT
In-Depth Brand Report Brand: BMW Category: Luxury SUV Locations: UK Period: 1 – 31 July 2014 Sections: 1. Insights & Recommendations 2. CEO Dashboard 3. Metrics & KPIs 4. Spike Analysis (across 7 Metrics) 5. Your Facebook & Twitter 6. Community Demographics 7. Competitors 8. Glossary Report Author: AllFamous Digital
87% Accuracy Score
Insights Recommendations Insights &
Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
People still talk about cars on Forums. 26.7% of all BMW SUV related conversations happen on Forums, where people ask questions including which to buy, reliability, faults, performance and style opinions.
Actively listen, engage and contribute to Forums Be the first to respond to forum questions with specific content that addresses their concerns. You will need to build a playbook and content creation process.
You are Share of Voice leader, without trying too hard. It is clear that your competitors are not working hard to increase their share of voice, neither are you.
Get more active on social media Dedicate a full time resource to being active on Twitter and and engaging in relevant Forum conversations. This will dramatically increase your share of voice, and make you seem “human” and “present”.
There is some criticism over your cars. Several customers have asked forums for advice with minor faults and technical issues. These go unanswered.
Provide Technical Support online Regardless of where somebody complains of a fault, we should respond and invite them to receive help via your normal support process.
Metrics & KPIs
Power
7.9% Positive Sentiment
Rank #1
1.
You were mentioned 1,046 times!
#3
Share of Voice
LOW Risk
3.9%
Target
LOW Risk
>
Handling LOW Risk
Efficiency LOW Risk
Safety LOW Risk
Comfort LOW Risk
Luxury LOW Risk
4.9% Negative Sentiment
1.9%
Target >
2.
3.
4.
46%
Share of voice
43%
6%
6%
CEO DASHBOARD
Period: 1-31 July 2014
8.1% Positive
0.2%
You
>
1.3% Positive Sentiment
0.3%
Target
>
2.3% Negative
1.9%
You
>
13.8% Positive
5.9%
You
>
2.3% Negative
1.9%
You
>
8.5% Positive
0.6%
You
>
7.8% Negative
2.9%
You
>
Risk by Topic
Competitors
Insights & Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Metric KPI Month 1 Month 2 Month 3 This Month
Men5ons 250/month 244 267 322 178
Share of Voice 50% 52% 54% 57% 53%
Posi5ve Sen5ment 3% 4.5% 3.2% 3.4% 5%
Nega5ve Sen5ment 1% 1.3% 1.4% 1.4% 1.3%
Crisis Score 20 20 20 20 20
Nega3ve Men3ons by Brand Metric Month 1 Month 2 Month 3 This Month
Comfort 2 3 5 3
Efficiency 1 5 4 5
Power 2 7 3 2
Luxury 3 6 3 2
Safety 2 2 4 3
Handling 3 5 2 1
TOTAL 13 28 21 16
Key Social Media Metrics
What are people saying about the various aspects of your product?
Insights & Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
1.
Recommended Ac3ons
1. Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.
Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
7.9% Positive Sentiment
LOW Risk
3.9%
Target
>
4.9% Negative Sentiment
1.9%
Target >
You were mentioned 1,046 times! SPIKE ANALYSIS
Period: 1-31 July 2014
Brand
1.
2.
3.
1. Viral Forum Conversa3on: A funny Forum (UKM) conversa5on of a man trying to sell his wife’s old baVered BMW 5 Series because he just bought her a new X5, claiming “what did I just do that for?” 2a. Viral Tweet: A girl had her car stolen and her Tweet asking for people to be on the lookout for her plate number went viral 2b. Viral Forum Conversa3on Another big conversa5on on UKM of one person seeking advice on whether to buy an X5
3. Spam of a For Sale post.
Insights & Recomendations
CEO Dashboard
Spike Analysis BRAND
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Recommended Ac3ons Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
26.8% Positive Sentiment
LOW Risk
16.8%
Target
>
7.3% Negative Sentiment
4.3%
Target >
“BMW SUV” + “Comfort” was mentioned 42 times! SPIKE ANALYSIS
Period: 1-31 July 2014
COMFORT
1.
1. Conversa3on on Forum “HonestJohn.co.uk” where a popular conversa5on happened on which SUV to buy for less than GBP 8,000.
1. Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.
2. Provide responses to cri3cism with informa5ve blogs and research.
Insights & Recomendations
CEO Dashboard
Spike Analysis COMFORT
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Recommended Ac3ons Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
43.8% Positive Sentiment
LOW Risk
35.8%
Target
>
9.6% Negative Sentiment
6.6%
Target >
SPIKE ANALYSIS
Period: 1-31 July 2014
LUXURY
1.
2.
1. Viral Instagram: An image of a white 5nted BMW X5 at a car show was retweeted several 5mes.
2. Nega3ve Comment on a UK body building forum saying repairs are expensive and it isn’t great on fuel.
3. New blog post on www.girlracer.co.uk about the BMW X4 that was shared several 5mes.
“BMW SUV” + “Luxury” were mentioned 73 times!
3.
1. Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.
2. Provide responses to cri3cism with informa5ve blogs and research.
3. Thank authors and re-‐seed the authors work amongst BMW communi5es.
Insights & Recomendations
CEO Dashboard
Spike Analysis LUXURY
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
1.
Recommended Ac3ons Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
35.7% Positive Sentiment
LOW Risk
28.7%
Target
>
0% Negative Sentiment
3.0%
Target
>
SPIKE ANALYSIS
Period: 1-31 July 2014
EFFICIENCY
1.
2.
3.
n/a
“BMW SUV” + “Efficiency” was mentioned 15 times!
1. Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.
2. Provide responses to cri3cism with informa5ve blogs and research.
3. Thank authors and re-‐seed the authors work amongst BMW communi5es.
Insights & Recomendations
CEO Dashboard
Spike Analysis EFFICIENCY
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
1.
Recommended Ac3ons Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
28.1% Positive Sentiment
LOW Risk
20.1%
Target
>
9.4% Negative Sentiment
6.4%
Target >
SPIKE ANALYSIS
Period: 1-31 July 2014
SAFETY
2.
1. News story about driver “in3mida3ng cyclists” in his BMW X5
2. A series of blogs reviewing the new BMW X4 were released.
“BMW SUV” + “Safety” was mentioned 33 times!
1. Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.
2. Provide responses to cri3cism with informa5ve blogs and research.
3. Thank authors and re-‐seed the authors work amongst BMW communi5es.
Insights & Recomendations
CEO Dashboard
Spike Analysis SAFETY
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Recommended Ac3ons Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
24.0% Positive Sentiment
LOW Risk
16.0%
Target
>
7.0% Negative Sentiment
3.0%
Target >
SPIKE ANALYSIS
Period: 1-31 July 2014
POWER
3.
1.
2.
1. Viral Forum Conversa3on: on a forum in UK Muscle Body Building Forum asking what it is like to own a BMW X5.
2. Several blogs on the X4 released from several major online car magazines.
3. X4 Arrives in UK Stores. Several blogs released.
“BMW SUV” + “Power” was mentioned 129 times!
1. Par3cipate in the Forum discussions with helpful informa5on and links to blogs/videos that answer ques5ons. There are a lot of people asking for technical help on repairs and maintenance.
2. Provide responses to cri3cism with informa5ve blogs and research.
3. Thank authors and re-‐seed the authors work amongst BMW communi5es.
4. Create content around the X4 and promote/release it to steer the conversa5ons
Insights & Recomendations
CEO Dashboard
Spike Analysis POWER
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Recommended Ac3ons
1. Be more strategic around the release of new press informa3on. Have a strategy to work with bloggers to release important informa3on.
Spike Analysis Posi3ve Men3ons Nega3ve Men3ons
43.3% Positive Sentiment
LOW Risk
38.3%
Target
>
3.3% Negative Sentiment
0.3%
Target >
SPIKE ANALYSIS
Period: 1-31 July 2014
HANDLING
1.
1. New BMW X4 being talked about across several motorsport online publishers.
“BMW SUV” + “Handling” was mentioned 31 times!
Insights & Recomendations
CEO Dashboard
Spike Analysis HANDLING
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
You gain 66 new fans (average) every day!
You have 9,897 average daily impressions.
10% of your fans are engaged.
10/30 Growth Score
4/20 Impression
Score
10/50 Engagement
Score
24/100 OVERALL
10/30 Growth Score
0/50 Engagement
Score
22/100 OVERALL
Your target = 50/day.
Your target = 7,000/day.
Your target = 15%.
Your target = 1,000/day. You have 2,120 average daily impressions.
12/20 Impression
Score
You gain 15 new followers every day! Your target = 15/day.
2.5% of your followers are engaged. Your target = 3%.
Insights & Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
By City Demographics
Channels
Age Group Male Female
21-24 13% 6%
25-34 43% 27%
35-44 29% 40%
45-54 16% 27%
Total 67.3% 32.7%
Country Share Male Female
London 29.4% 61.2% 38.8%
UK 9.4% 68.2% 31.8%
Manchester 8.2% 64.8% 35.2%
England 5.9% 67.3% 32.7%
Liverpool 4.7% 67.4% 32.6%
Aberdeen 3.5% 48.4% 51.6%
West Lothian 3.5% 90.9% 9.1%
Channel Share
Twitter 53.6%
Forum Replies 24.2%
Blogs 9.1%
Forums 6.3%
Mainstream News 4.4%
Comments 1.1%
Videos 0.3%
Most Commonly Used Hashtags
Hashtag Mentions Hashtag Mentions
#bmw 74 #essex 14
#carads 35 #suv 12
#x5 26 #luxury 9
#auto 21 #automotive 8
#autotrader 21 #brampton 8
#freeads 21 #bumpers 8
#autotrade 14 #german 7
Insights & Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Share of Conversation
Industry Mentions
Key Moments Examples 1. Several tweets and blogs about the
sexy new Audi Q7 2. Press release of the RSQ3 through
bloggers 3. Charity Race between a Q7 and a
Polo Pony went viral 4. Announcement that Q7 will have
48V turbo
Key Moments Examples 1. Viral Tweet of the most expensive
SUV (Mercedes Benz G Class) 2. Kylie Jenner gets pulled over in her
Mercedes SUV for having illegal tints
3. News story released on the GLA 4. News story released on the new
Mercedes MLC Coupe SUV
Key Moments Examples 1. New Lexus NX Compact news story
does the rounds. 2. Announcement that Lexus is
exploring a smaller car to sit under the NX. News story by Top Gear on the Lexus NX goes viral.
3. Lexus launches all new “NX” compact crossover SUV in Japan
1.
8.1% Positive
0.2%
You
> 2.3%
Negative
1.9%
You
>
13.8% Positive
5.9%
You
> 2.3%
Negative
1.9%
You
>
8.5% Positive
0.6%
You
> 7.8%
Negative
2.9%
You
>
2. 3.
4.
1. 2.
4. 3.
1.
2.
3.
Insights & Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
Term Definition
Sentiment The “tone” or emotion of a mention of your brand. For example “I hate <brand>” is considered a negative mention. “I love <brand>” is considered a positive mention. “I visited <brand> today” is considered to be Neutral because we don’t know if the visit was good or bad.
Mention A “mention” relates to an instance where somebody has mentioned your brand, or the keywords we are listening for, in either web or social.
Crisis Score This is a blend of two existing metrics – 1. Negative Sentiment vs. Target and 2. Velocity of Sentiment Change. Both of these numbers will indicate the crisis risk to your brand.
Hashtag A Hashtag is a common language in Twitter where a word is preceeded by a “#”. This can either be used to join the Tweet to an existing conversation thread, or is commonly used to emphasize a point.
Spike Analysis Spike analysis is a method we have undertaken in this report to understand the cause behind spikes in mention volume over time. This allows us to zoom in and see what exactly people care about.
CEO Dashboard This is the basic dashboard that provides a view on key areas of social listening, from your brand metrics, to key topics of your company, to how well you are competing against your competitors.
Impression An impression is a social media metric that measures how many “potential eyeballs” saw your post/page. This simply means that a user may have scrolled past it, but may or may not have noticed it.
Fan A Fan is a person that has liked your page on Facebook.
Follower A Follower is somebody that has followed you on Twitter, Instagram or other social network.
Glossary of Terms Insights &
Recomendations
CEO Dashboard
Spike Analysis
Your Facebook & Twitter Pages
Glossary
Audience Measurement
Competitors
Metrics & KPIs
In-Depth Brand Report Report Author: AllFamous Digital
87% Accuracy Score
Thank you!