Indepth brand report template v2.0

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!
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
>
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
Mentions 250/month 244 267 322 178
Share of Voice 50% 52% 54% 57% 53%
Positive Sentiment 3% 4.5% 3.2% 3.4% 5%
Negative Sentiment 1% 1.3% 1.4% 1.4% 1.3%
Crisis Score 20 20 20 20 20
Negative Mentions 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 Actions
1. Participate in the Forum discussions with
helpful information and links to blogs/videos
that answer questions. There are a lot of people
asking for technical help on repairs and
maintenance.
Spike AnalysisPositive Mentions Negative Mentions
7.9%
Positive Sentiment
LOW
Risk
3.9%
Target
>
4.9%
Negative Sentiment
1.9%
Target
>
You were mentioned 1,046 times!
SPIKE ANALYSIS
Brand
1.
2.
3.
1. Viral Forum Conversation: A funny Forum
(UKM) conversation of a man trying to sell his
wife’s old battered 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 Conversation Another big
conversation 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 ActionsSpike AnalysisPositive Mentions Negative Mentions
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
COMFORT
1.
1. Conversation on Forum “HonestJohn.co.uk”
where a popular conversation happened on
which SUV to buy for less than GBP 8,000.
maintenance.
2. Provide responses to criticism with informative
blogs and research.
Insights &
Recomendations
CEO Dashboard
Spike Analysis
COMFORT
Your Facebook &
Twitter Pages
Glossary
Audience
Measurement
Competitors
Metrics & KPIs

43.8%
Positive Sentiment
LOW
Risk
35.8%
Target
>
9.6%
Negative Sentiment
6.6%
Target
>
SPIKE ANALYSIS
LUXURY
1.
2.
1. Viral Instagram: An image of a white
tinted BMW X5 at a car show was
retweeted several times.
2. Negative 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 times.
“BMW SUV” + “Luxury” were mentioned
73 times!
3.
maintenance.
blogs and research.
3. Thank authors and re-seed the authors work
amongst BMW communities.
Insights &
Recomendations
CEO Dashboard
Spike Analysis
LUXURY
Your Facebook &
Twitter Pages
Glossary
Audience
Measurement
Competitors
Metrics & KPIs

1.
35.7%
Positive Sentiment
LOW
Risk
28.7%
Target
>
0%
Negative Sentiment
3.0%
Target>
SPIKE ANALYSIS
EFFICIENCY
1.
2.
3.
n/a
“BMW SUV” + “Efficiency” was
mentioned 15 times!
maintenance.
blogs and research.
Insights &
Recomendations
CEO Dashboard
Spike Analysis
EFFICIENCY
Your Facebook &
Twitter Pages
Glossary
Audience
Measurement
Competitors
Metrics & KPIs

1.
28.1%
Positive Sentiment
LOW
Risk
20.1%
Target
>
9.4%
Negative Sentiment
6.4%
Target
>
SPIKE ANALYSIS
SAFETY
2.
1. News story about driver “intimidating
cyclists” in his BMW X5
2. A series of blogs reviewing the new
BMW X4 were released.
“BMW SUV” + “Safety” was mentioned
33 times!
maintenance.
blogs and research.
Insights &
Recomendations
CEO Dashboard
Spike Analysis
SAFETY
Your Facebook &
Twitter Pages
Glossary
Audience
Measurement
Competitors
Metrics & KPIs

24.0%
Positive Sentiment
LOW
Risk
16.0%
Target
>
7.0%
Negative Sentiment
3.0%
Target
>
SPIKE ANALYSIS
POWER
3.
1.
2.
1. Viral Forum Conversation: 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!
maintenance.
blogs and research.
4. Create content around the X4 and
promote/release it to steer the conversations
Insights &
Recomendations
CEO Dashboard
Spike Analysis
POWER
Your Facebook &
Twitter Pages
Glossary
Audience
Measurement
Competitors
Metrics & KPIs

Recommended Actions
1. Be more strategic around the release of new
press information. Have a strategy to work
with bloggers to release important
information.
Spike AnalysisPositive Mentions Negative Mentions
43.3%
Positive Sentiment
LOW
Risk
38.3%
Target
>
3.3%
Negative Sentiment
0.3%
Target
>
SPIKE ANALYSIS
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 CityDemographics
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

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
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
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!

Indepth brand report template v2.0

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