Ford India Social Media Analysis Q4 2015

Ford Indiaon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Ford FB

Ford: Social Media Report

This report looks at how

Ford Indiaperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Ford IndiaFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

888,267 133,802 17.73% IndiaMostly Young, Male and

Single

Ford India

Engagement Score Total Fan Posts

170 712

Total Posts Brand Response Rate

204 23.60%

Total Likes Avg. Reply Time

129,590 11 hrs, 54 mins

Total Comments General Sentiment

2,529 Neutral

Total Shares

5,667

Most Engaging Content Type

Brand News

Least Engaging Content Type

Corporate Social

Responsibility

Most Prolific Content Type

Brand News

BRAND POSTS FAN POSTS

Brand Overview

CONTENT & CAMPAIGNS

650K

700K

750K

800K

850K

900K

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

Fan Growth

Total Fans

888,267

New Fans

133,802

Engagement

0

250

500

750

1,000

1,250

Ford India had an average engagement score of 170 and a highest of 969.

Community Analysis

Ford India fans are mostly Young, Male and Single Ford India fans are largely from India followed by Brazil.

Fan Demographics Distribution of Fans

90%

10%

male female

0% 20% 40% 60% 80%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60%

Single

In a Relationship

Engaged

Married

UnKnown

0K 200K 400K 600K 800K 1,000K

India

Brazil

United States

United Arab Emirates

South Africa

Saudi Arabia

Pakistan

Philippines

Bangladesh

0

1

1

2

2

3

3

4

4

5


Brand Posts

Top keywords used Frequency

new Ford Figo 28

new Ford 23

Ford 18

drive 17

Figo Aspire 17

33%

67%

Brand Participation Brand Non Participation

79%

7%

14%

Posititve Negative Neutral

Brand Posts - Engagement

Ford India responded to 60 conversations generated by the 184 Posts they published.

Ford India receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

23-DEC-15, WED 10:30AM

#Christmas is here and our beloved Santa has an extraordinary job ahead…of traveling across the worl ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

982 21,147 42 101 Positive

24-DEC-15, THU 10:30AM

Santa is here…navigating obstacles and finding his way to your home to spread the joyous #Christmas ..

10-DEC-15, THU 7:33AM

The CNBC-TV18 Overdrive Awards jury was bowled over by the perfect combination of style, power, safe ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

975 19,529 42 79 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

973 14,875 171 393 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/195446847173939/posts/1031497863568829



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100 120 140 160

0 50 100 150 200 250

Videos

Photos

Links

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 10 20 30 40

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Ford India 340

Ford Figo 117

service 100

Ford 97

customer 89

User Posts

0

5

10

15

20

25

30

35

40

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

Ford India responded to 168 conversations generated by the 712 Posts fans published.

Ford India 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

24%

20%

56%

Posititve Negative Neutral

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

Content Intel

0 10 20 30 40 50 60

0 50 100 150 200 250 300

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 Ford India Posts about Automotive, Automotive Advice posts received the highest engagement.

In Ford India Posts about General Happenings, the category Festival/Greetings received the highest engagement.

Content Intel

About Automotive About General Happenings

0 1 2

0 20 40 60

Automotive Advice

Photos

Fact

Others

Events in the…

News in the…

Question to fans

Like…

Number of Posts

Engagement Score


0 2 4 6 8 10

0 200 400 600 800 1000

On Social Media

Others

Entertainment

Question to fans

Sports

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

0 5 10 15 20 25 30

0 100 200 300 400 500 600 700 800 900 1000

#HappyWeekend

Auto Expo 2016

#FordMustang

Number of Posts

Engagement Score


This is the performance of a selection of Ford India campaigns that have been tagged and tracked

by Unmetric and are not restricted to the time period analyzed

Analysis of

Ford IndiaTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

50,010 19,871 65.93% India

Ford India@FordIndia

Engagement Score

130

Total Proactive Tweets

183

Retweets Total

10

Replies Total

27

Favorites Total

1,325

Total Mention

2,053

Total Retweets

885

Response Rate (%)

1.02%

Average Reply Time (mins)

1061

Most Engaging

#NewFordFigo

Most Recent

Auto Expo 2016

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

0K

10K

20K

30K

40K

50K

60K


Follower Growth

Total Followers

50,010

New Followers

19,871

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

336

New Followees

1

Engagement

0

250

500

Ford India had an average engagement score of 130 and a highest of 404.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

183 10

Hello beautiful! http://t.co/j8QKJf97za

06-Oct-15, Tue 08:00AM

ENGMT. FAV. REPLIES RETWEETS

712 64 15 34

Top Engaging Tweets

Make a stylish and powerful statement this festive season with the new Ford EcoSport. Bookings now ..

Thank you everyone for participating in the #NewFordFigo contest.

Congratulations to all those who ..

07-Oct-15, Wed 06:08AM


686 36 6 38

09-Oct-15, Fri 10:02AM


576 21 22 20

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/FordIndia/status/651366396295778304



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

0 20 40 60 80 100 120 140 160 180 200

0 20 40 60 80 100 120 140 160 180

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 5 10 15 20 25

0 50 100 150 200 250 300 350 400

#ecosport*

#figoaspire*

#ford*

#newfordfigo*

#endeavour*

#figo*

#entrepreneur*

#breezersoundhike*

#smallbutmighty*

#ecoboost*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

10

20

30

40

50

60

70

80

90

100

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

ecosport figoaspire ford newfordfigo endeavour

Spread of Hashtags by day

0 50 100 150 200 250

#entrepreneur*

#smallbutmighty*

#ecosport*

#figoaspire*

#newfordfigo*

#ecoboost*

#figo*

#ford*

#endeavour*

#breezersoundhike*

Engagement Score

Hashtags - Engagement

Average Response Rate : 1.02%

0

20

40

60

80

100

120

140

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 : 17 hours 41 minutes

0

1000

2000

3000

4000

5000

6000

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

2

4

6

8

10

12

14

16

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

50

100

150

200

250

300

350

400

450

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

50

100

150

200

250

300

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 : 885

0

10

20

30

40

50

60


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 2,053

0

20

40

60

80

100

120

140


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Hindustan Times 3,136,199 1

ABP News 3,079,225 1

India Today 2,414,507 5

EconomicTimes 1,165,575 1

NewsX 737,251 1

TOP 5 INFLUENCERS

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Ford India Social Media Analysis Q4 2015

Social Media

Transcript of Ford India Social Media Analysis Q4 2015