volkswagen social media analysis q4 2015

Volkswagen on Social Media Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Volkswagen Twitter

Volkswagen: Social Media Report

This report looks at how

Volkswagen performed on social media between

October 1st – December 31st, 2015

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Analysis of

Volkswagen Facebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS COUNTRY DEMOGRAPHICS

1,270,219 United States Mostly Young, Male and Attached.

Volkswagen

Engagement Score Total Fan Posts

646 2,728

Total Posts Brand Response Rate

3 6.20%

Total Likes Avg. Reply Time

9,729 1 day, 7 hrs, 18 mins

Total Comments General Sentiment

3,792 Neutral

Total Shares

1,511

Most Engaging Content Type

Others

Least Engaging Content Type

Brand News

Most Prolific Content Type

Brand News

Most Engaging Campaign

#VW #VWTDI

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

0K

500K

1,000K

1,500K

2,000K

2,500K

3,000K

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

Fan Growth

Total Fans

1,270,219

Engagement

0

250

500

750

1,000

Volkswagen had an average engagement score of 646 and a highest of 895.

Community Analysis

Volkswagen fans are mostly Young, Male and Attached. Volkswagen fans are largely from United States followed by

Mexico.

Fan Demographics Distribution of Fans

57%

43%

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

United States

Mexico

India

Egypt

Italy

Brazil

United Kingdom

Argentina

Turkey

0

0

0

1

1

1

1


Brand Posts

Top keywords used Frequency

2.0L TDI Owners 3

information 1

support 1

updates 1

communications 1

Most Engaging Brand Posts

28-OCT-15, WED 2:19PM

To help keep our customers informed with

the latest information, we encourage

owners of affected 2.0 ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

895 8,070 2,373 1,179 Positive

17-NOV-15, TUE 11:58AM

2.0L TDI Owners, we’re working hard to

make things right. Visit

http://www.vwdieselinfo.com/goodwill ..

16-OCT-15, FRI 3:01PM

We have updated our VIN look up tool to

help you determine if your 2.0L TDI

vehicle is affected by t ..

ENGMT

.

LIKES COMMENTS SHARES SENTIMENT

385 800 855 177 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

311 859 564 155 Positive

NO

IMAGE

NO

IMAGE

NO

IMAGE

http://www.facebook.com/169890760789/posts/10156224444095790


















Brand Posts - Analysis

Brand Post Types Days of the week

0 1 2 3 4

0 100 200 300 400 500 600 700

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 1 2

0 200 400 600 800 1,000

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Volkswagen USA 1169

car 517

post 450

vehicles 207

customer 197

User Posts

0

20

40

60

80

100

120

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

Volkswagen responded to 169 conversations generated by the

2,728 Posts fans published.

Volkswagen appears to participate more when Fan

conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

6%

94%

Brand Participation Brand Non Participation

21%

15%

64%

Posititve Negative Neutral

Most of Volkswagen posts were around 'Brand News', and posts around 'Others' received the highest engagement.

Content Intel

0 1 2

0 100 200 300 400 500 600 700 800 900 1000

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


Campaign Intel

0 1 2 3 4 5 6 7 8

0 50 100 150 200 250 300 350 400

#EuroTripper

#VW4Cycling 2016

#vagfair

Number of Posts

Engagement Score


Unmetric tracks and tags social media campaigns from Volkswagen. The chart below is a selection of campaigns

that have been tracked and are not restricted to the time period analyzed.

Analysis of

Volkswagen Twitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

451,262 14,900 3.41% United States

Volkswagen @VW

Engagement Score

127

Total Proactive Tweets

31

Replies Total

747

Favorites Total

1,632

Total Mention

16,676

Total Retweets

1,508

Response Rate (%)

3.26%

Average Reply Time (mins)

1731

Most Engaging

#CES2016

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

425K

430K

435K

440K

445K

450K

455K


Follower Growth

Total Followers

451,262

New Followers

14,900

4K

4K

4K

4K

4K

4K

4K

4K

4K


Followee Growth

Total Followees

4,356

Engagement

0

250

500

750

1,000

Volkswagen had an average engagement score of 127 and a highest of 720.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets

31

2.0L TDI Owners, we're working hard to

make things right. Visit our website

for more information. h..

17-Nov-15, Tue 04:54PM

ENGMT. FAV. REPLIES RETWEETS

887 949 351 450

Top Engaging Tweets

Owners of affected 2.0L TDI vehicles can

sign up on

https://t.co/szQAaBUYw2 to

receive communicatio..

Use our VIN look up tool to find out if your

2.0L TDI is affected by the

emissions issue. http://t...

28-Oct-15, Wed 03:23PM


456 175 56 154

16-Oct-15, Fri 03:00PM


406 148 55 128

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/VW/status/666736315833016320


















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

0 5 10 15 20 25 30

0 50 100 150 200 250 300 350

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 50 100 150 200 250 300

0 200 400 600 800 1000 1200 1400 1600

#vw*

#dieselgate*

#vwcares*

#volkswagen*

#vwgate*

#buybackmytdi*

#tdi*

#vwscandal*

#volkswagenscandal*

#diesel*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

20

40

60

80

100

120

140

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

vw dieselgate vwcares volkswagen vwgate

Spread of Hashtags by day

Average Response Rate : 3.26%

0

100

200

300

400

500

600

700

800

900

1000

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

Me

nti

on

s a

nd

Re

pli

es

Replies Mentions

Customer Service

Average Reply Time : 1 days 4 hours 51 minutes

0

500

1000

1500

2000

2500

3000

3500

4000

4500

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

160

180

200

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

500

1000

1500

2000

2500

3000

3500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

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 : 1,508

-100

0

100

200

300

400

500

600


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 16,676

-100

0

100

200

300

400

500

600

700

800

900

1,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Xbox 8,632,890 1

CNN International 4,934,669 1

GMA News 4,237,368 1

Portal R7.com 4,099,063 1

China Xinhua News 3,722,277 3

TOP 5 INFLUENCERS

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This report was generated entirely by the

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It took minutes to create.

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http://go.unmetric.com/social-media-reports?utm_campaign=reports&utm_content=volkswagen&utm_source=slideshare&utm_medium=button

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