Honda's Social Media Performance Q4 2015 Report

Q4 2015
Social Media
Report
Oct 01, 2015 - Dec 31, 2015
Cover image courtesy of Honda Twitter

Honda: Social Media Report
In this report we looked at the how Honda
performed on social media between
October 1st – December 31st, 2015.

Key Findings
• Honda added 3,889,002 fans in the period: Oct 1, 15 to Dec 31, 15 while the
average Automotive Page from North America added 64,208 Fans.
• In the time analysed, it was posts about new vehicle launches that engaged
the best on Facebook, and it was their Christmas themed #OpenTheCheer
that engaged best on Twitter.
• The average Automotive Twitter Account from North
America added 3,746 Followers in the period, while Honda added 10 times
that number with 40,708 new Followers.
Honda

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Analysis of Honda’s
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
Honda
Fans 3,889,002
New Fans 106,073
Fan Growth 2.80%
Country United States
Demographics Mostly Young, Male and Attached.
Honda has 106,073 new Likes and an audience base of 3,889,002 fans who are mostly Young, Male and Attached.
Honda

Brand Overview
Posts
Brand User
Engagement Score 240 Total Fan Posts 4,284
Total Posts 65 Brand Response Rate 9.80%
Total Likes 123,183 Average Reply Time 2 days, 1 hr, 14 mins
Total Comments 13,564 General Sentiment Neutral
Total Shares 13,975
Honda had 65 new Posts, and their most recent campaign is #HondaRoadReaders.
Honda
Content & Campaigns
Most Engaging Content Type New Vehicle Launch Most Engaging Campaign #PowerofDreams
Least Engaging Content Type
Corporate Social
Responsibility
Most Recent Campaign #HondaRoadReaders
Most Prolific Content Type Promotions

Fan Growth
3,720,000
3,740,000
3,760,000
3,780,000
3,800,000
3,820,000
3,840,000
3,860,000
3,880,000
3,900,000
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
Honda had a growth rate of 2.80% between Oct 01, 2015 and Dec 31, 2015.
Honda
Total Fans 3,889,002
New Fans 106,073

Engagement
0
200
400
600
800
1,000
1,200
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
Honda had an engagement of 240 and the highest engagement was 994. 0
Honda

Community Analysis
Honda fans are mostly Young, Male and Attached. Honda fans are largely from United States followed by India.
Fan Demographics Distribution of Fans
Honda
57%
43%
male female
0% 10% 20% 30% 40% 50%
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 200K 400K 600K 800K 1,000K 1,200K
United States
India
Pakistan
Malaysia
Indonesia
Turkey
Mexico
Egypt
Thailand

0
1
2
3 Honda posted a total of 65 Posts between
Oct 01, 2015 and Dec 31, 2015.
Brand Posts
Honda
Top keywords used
in the Posts
Frequency
new 2016 Honda Civic 12
Honda 8
Zamboni Machine
Design Face
5
Auto Show 5
NHLAllStar game 5

31%
69%
Brand Participation Brand Non Participation
83%
0%
17%
Posititve Negative Neutral
Brand Posts - Engagement
Honda responded to 20 conversations generated by the 65
Posts they published.
Honda receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment on Brand Posts
Honda

Most Engaging Brand Posts
Honda
Tue, Nov 17 at 6:48 PM EST
Get to the LA Auto Show to see the sportier lines and
high-tech interior of the 2016 Honda Civic Cou ..
Engagement
Score
Likes Comments Shares Sentiment
995 43,341 3,674 3,476
Uncategorize
d
Tue, Nov 17 at 9:00 PM EST
The Honda Clarity Fuel Cell offers an exhilarating
driving experience, with V-6-like acceleration an ..
Fri, Dec 18 at 12:22 PM EST
Feast your eyes! Here is the first look at the 2017
Honda Ridgeline. Check out the full reveal in Ja ..
Engagement
Score
994 41,130 3,417 3,609
Uncategorize
d
Engagement
Score
990 28,213 4,535 3,572
Uncategorize
d

0 10 20 30 40 50
0 50 100 150 200 250 300 350
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10 12 14
0 100 200 300 400 500 600 700
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Brand Posts - Analysis
Most of Honda posts were Photos, and posts with Photos
received the highest engagement.
Most of Honda posts were published on Tuesday and posts
on Tuesday received the highest engagement.
Brand Post Types Days of the Week
Honda

0
20
40
60
80
100
120
140
160
180
200
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-Dec17-Dec24-Dec31-Dec
Positive Neutral Negative Users posted a total of 4,284 Posts
between Oct 01, 2015 and Dec 31, 2015 on
Honda's wall.
User Posts
Honda
Top keywords used in the
Posts
Frequency
post 709
years 201
time 190
service 181
vehicle 162

10%
90%
Brand Participation Brand Non Participation
22%
8%
70%
Posititve Negative Neutral
User Posts - Engagement
Honda responded to 420 conversations generated by the
4,289 Posts fans published.
Honda appears to participate more when Fan conversations
have greater positive vibes than negative.
Brand Responses Sentiment of User Posts
Honda

Content Intel
0 1 2 3 4 5 6 7 8 9 10
0 100 200 300 400 500 600 700 800 900
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
Most of Honda posts were around 'Promotions', while posts around 'New Vehicle Launch' received the highest
engagement.
Honda

0 1 2 3
0 10 20 30
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like This/Engagement…
Number of Posts
Engagement Score
0 1 2 3 4
0 20 40 60 80 100
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Content Intel
In their Posts about Automotive related matters, Automotive
Advice posts received the highest engagement.
In Honda Posts about General Happenings, the category
Festival/Greetings received the highest engagement.
About Automotive About General Happenings
Honda

0 2 4 6
0 200 400 600 800 1000
#HondaRoadReaders
The Zamboni Machine
Design Face-Off Official
Contest
LA Auto Show 2015
Number of Posts
Engagement Score
0 2 4 6
0 200 400 600 800 1000
#HondaRoadReaders
The Zamboni Machine
Design Face-Off Official
Contest
LA Auto Show 2015
Number of Posts
Engagement Score
Campaign Intel – 3 most recent campaigns
Between Oct 01, 2015 and Dec 31, 2015, LA Auto Show 2015
was the most engaging campaign run by Honda.
Overall, LA Auto Show 2015 engaged the best out of the
recent 3 campaigns run by Honda.
Oct 01, 2015 - Dec 31, 2015 Entire Campaign
Honda

Analysis of Honda’s
Twitter Account
Oct 01, 2015 - Dec 31, 2015

Brand Overview
Followers 712,657
New Followers 40,708
Follower Growth 6.06%
Country United States
Honda
Honda
@Honda

Brand Overview
Honda
Engagement Score 289
Total Proactive Tweets 1,109
Total Retweets 31
Total Replies 174,736
Total Favorites 52,885
Total Mentions 27,851
Total Retweets 180,042
Response Rate 26.21%
Average Reply Time(mins) 94
Most Engaging Campaign Most Recent Campaign
#OpenTheCheer #OpenTheCheer
Brand Tweets User Tweets

Follower Growth
Honda
Total Followers 712,657
New Followers 40,708
650000
660000
670000
680000
690000
700000
710000
720000
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

Followee Growth
Honda
Total Followees 1,571
New Followees -2
1566
1567
1568
1569
1570
1571
1572
1573
1574
1575
1576

Engagement
Honda had an average engagement score of 289 and a highest of 739.
Honda
0
100
200
300
400
500
600
700
800
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec

Brand Tweets
Honda
1,109
Proactive Tweets
31
Retweets
0
10
20
30
40
50
60
70
80
90
Proactive Tweets Retweets

Top Engaging Tweets
Honda
12:00 AM - 29 Dec 2015 12:00 AM - 28 Dec 2015 12:00 AM - 27 Dec 2015
It’s the last day for a shot at a �. All you
have to do is RT. Do it!
#OpenTheCheer Rules: https://..
Only three more days for the chance to win
big! Don’t miss out, RT now!
#OpenTheCheer Rules:https:/..
Two days left and we may still have a � for
you! Retweet for a chance!
#OpenTheCheer Rules:https://..
ENGMT FAV. REPLIES RETWEETS
1,000 1,080 113 6,686
1,000 731 54 4,950
1,000 856 59 5,214

Brand Tweet Types
Honda Tweets with Hashtags engaged the best. Most of their Tweets had Links.
Honda
0 200 400 600 800 1000 1200
0 100 200 300 400 500 600 700 800 900 1000
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets

Volume of Tweets with Hashtags
Honda
0 10 20 30 40 50 60 70
0 20000 40000 60000 80000 100000 120000 140000 160000 180000
#openthecheer*
#hondacivictour*
#corymachado*
#madeintheam*
#1d*
#honda*
#10thgencivic*
#nhlallstar*
#civic*
#sema2015*
Brand Tweets about Hashtag
User Tweets about Hashtag
Number of times brand tweeted the hashtag Number of times other people tweeted the hashtag

Spread of Hashtags by day
Honda
0
5000
10000
15000
20000
25000
openthecheer hondacivictour corymachado madeintheam 1d

Hashtags - Engagement
Honda
0 200 400 600 800 1000 1200
#nhlallstar*
#civic*
#openthecheer*
#honda*
#corymachado*
#madeintheam*
#1d*
#10thgencivic*
#sema2015*
#hondacivictour*
Engagement Score

Customer Service
Average Response Rate : 26.21%
Honda
0
100
200
300
400
500
600
700
800
900
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
Replies Mentions

Positive Negative Neutral
Customer Service
Reply Analysis Reply Sentiment
Honda
0
1000
2000
3000
4000
5000
6000
7000
8000
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text
Reply Analysis

Day of the week
Honda
0
1000
2000
3000
4000
5000
6000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions

Time of the Day
Honda
0
500
1000
1500
2000
2500
12:00
AM
1:00
AM
2:00
AM
3:00
AM
4:00
AM
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:00
PM
11:00
PM
Replies Mentions

Retweets
Total number of Retweets : 180,042
Honda
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Retweets of Brand Tweets Brand Tweets

Mentions
Total number of Mentions: 27,851
Honda
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Mentions Brand Tweets

Influencers
Honda
Name Followers Tweets
One Direction 26,083,555 3
Times of India 5,885,275 1
NHL 4,261,621 13
Portal R7.com 4,007,344 3
El Universal 3,550,773 1
Top 5 influencers

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Honda's Social Media Performance Q4 2015 Report

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