Royal Enfield India Social Media Analysis Q4 2015

Royal Enfieldon Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of RoyalEnfield FB

Royal Enfield: Social Media Report

This report looks at how

Royal Enfieldperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Royal EnfieldFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,636,669 39,457 2.47% IndiaMostly Young, Male and

Single

Royal Enfield

Engagement Score Total Fan Posts

210 1,872

Total Posts Brand Response Rate

89 0.85%

Total Likes Avg. Reply Time

113,836 2 days, 11 hrs, 52 mins

Total Comments General Sentiment

1,658 Neutral

Total Shares

7,173

BRAND POSTS FAN POSTS

Brand Overview

1,570K

1,580K

1,590K

1,600K

1,610K

1,620K

1,630K

1,640K

30-Sep 14-Oct 28-Oct 11-Nov 25-Nov 9-Dec 23-Dec

Fan Growth

Total Fans

1,636,669

New Fans

39,457

Engagement

0

250

500

750

1,000

Royal Enfield had an average engagement score of 210 and a highest of 832.

Community Analysis

Royal Enfield fans are mostly Young, Male and Single Royal Enfield fans are largely from India followed by Nepal.

Fan Demographics Distribution of Fans

96%

4%

male female

0% 20% 40% 60%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60%

Single

In a Relationship

Engaged

Married

UnKnown

0K 500K 1,000K 1,500K 2,000K

India

Nepal

United Arab Emirates

United States

Saudi Arabia

United Kingdom

Australia

Canada

Qatar

Zambia

0

1

2

3

4

5

6

7

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

Brand Posts

Top keywords used Frequency

motorcycle 28

Royal Enfield 23

Rider Mania 12

riders 9

mates 7

9%

91%

Brand Participation Brand Non Participation

79%

15%

6%

Posititve Negative Neutral

Brand Posts - Engagement

Royal Enfield responded to 8 conversations generated by the 89 Posts they published.

Royal Enfield receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

26-OCT-15, MON 8:30AM

Only motorcyclists will understand the sense of quiet accomplishment that riding a motorcycle to the ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

832 11,092 144 466 Positive

20-NOV-15, FRI 12:14PM

The first day of #RiderMania 2015 kickstarted with great festivities and a celebration of all things ..

22-NOV-15, SUN 6:15AM

Men and their magnificent machines, arm wrestling and the music yet to begin! What a day at #RoyalEn ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

757 9,702 72 307 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

645 3,745 27 574 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/130157783693645/posts/1012195735489841



Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50 60 70 80

0 50 100 150 200 250

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 5 10 15 20

0 50 100 150 200 250 300

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

Royal Enfield 1130

bike 317

service 195

India 139

Ride 112

User Posts

0

10

20

30

40

50

60

70

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

Royal Enfield responded to 16 conversations generated by the 1,872 Posts fans published.

Royal Enfield appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

1%

99%

Brand Participation Brand Non Participation

24%

12%64%

Posititve Negative Neutral

Analysis of

Royal EnfieldTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

39,655 3,586 9.94% India

Royal Enfield@royalenfield

Engagement Score

191

Total Proactive Tweets

210

Retweets Total

132

Replies Total

72

Favorites Total

3,063

Total Mention

4,050

Total Retweets

1,585

Response Rate (%)

1.7%

Average Reply Time (mins)

1408

BRAND TWEETS USER TWEETS

Brand Overview

34K

35K

36K

37K

38K

39K

40K


Follower Growth

Total Followers

39,655

New Followers

3,586

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

198

New Followees

58

Engagement

0

250

500

750

1,000

Royal Enfield had an average engagement score of 191 and a highest of 825.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

210 132

The motorcycle company with a legacy is ready for a tête-a-tête

with the French with its first conc..

07-Oct-15, Wed 11:06AM

ENGMT. FAV. REPLIES RETWEETS

825 90 7 65

Top Engaging Tweets

“The real journey starts where you stop following the map.”

(PC: http://t.co/0PAbIsjQWr) #royalen..

(Almost) Everything #ridermania in one image! Who feels we should

give full points to the person wh..

14-Oct-15, Wed 08:30AM


780 58 2 61

21-Nov-15, Sat 12:24AM


691 72 10 42

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/royalenfield/status/651775638441885696



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 50 100 150 200 250

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 20 40 60 80 100 120 140

0 500 1000 1500 2000 2500 3000

#ridermania*

#royalenfield*

#reburnup

#coastalride

#india*

#highwayplayers

#bullet*

#mumbai*

#continentalgt*

#goa*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

100

200

300

400

500

600

700

800

900

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

ridermania royalenfield reburnup coastalride india

Spread of Hashtags by day

0 50 100 150 200 250 300 350

#coastalride

#mumbai*

#highwayplayers

#ridermania*

#goa*

#royalenfield*

#continentalgt*

#india*

#bullet*

#reburnup

Engagement Score

Hashtags - Engagement

Average Response Rate : 1.7%

0

100

200

300

400

500

600

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 : 23 hours 28 minutes

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

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

10

20

30

40

50

60

70

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

100

200

300

400

500

600

700

800

900

1000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

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 : 1,585

-20

0

20

40

60

80

100

120

140

160


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 4,050

-100

0

100

200

300

400

500

600


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Hindustan Times 3,121,552 1

India Today 2,401,520 1

EconomicTimes 1,157,156 1

Real_Bengal_Tiger 149,463 8

Mystic Guru 143,102 6

TOP 5 INFLUENCERS

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Royal Enfield India Social Media Analysis Q4 2015

Social Media

Transcript of Royal Enfield India Social Media Analysis Q4 2015