harley davidson social media analysis q4 2015
TRANSCRIPT
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Harley-Davidson
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Harley Davidson FB
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Harley Davidson: Social Media Report
This report looks at how
Harley-Davidsonperformed on social media between
October 1st – December 31st, 2015
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Analysis of
Harley-DavidsonFacebook Page
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
7,076,329 52,652 0.75%United
States
Mostly Older, Male and
Attached.
Harley-Davidson
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Engagement Score Total Fan Posts
168 3,902
Total Posts Brand Response Rate
435 0.03%
Total Likes Avg. Reply Time
1,028,775 20 hrs, 44 mins
Total Comments General Sentiment
16,171 Neutral
Total Shares
129,465
BRAND POSTS FAN POSTS
Brand Overview
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6,990K
7,000K
7,010K
7,020K
7,030K
7,040K
7,050K
7,060K
7,070K
7,080K
7,090K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
7,076,329
New Fans
52,652
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Engagement
0
250
500
750
1,000
Harley-Davidson had an average engagement score of 168 and a highest of 778.
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Community Analysis
Harley-Davidson fans are mostly Older, Male and Attached. Harley-Davidson fans are largely from United States followed by India.
Fan Demographics Distribution of Fans
56%
44%
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 2,000K 2,500K 3,000K
United States
India
Brazil
Mexico
Canada
Italy
Germany
France
Indonesia
Bulgaria
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0
2
4
6
8
10
12
14
16
18
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Harley-Davidson 130
HDCustomKings 84
bike 44
H-D Screamin 31
Hines rider Andrew
Hines
29
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1%
99%
Brand Participation Brand Non Participation
75%
3%
22%
Posititve Negative Neutral
Brand Posts - Engagement
Harley-Davidson responded to 3 conversations generated by the 435 Posts they published.
Harley-Davidson receives more positive than negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts
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Most Engaging Brand Posts
27-NOV-15, FRI 9:00AM
No screaming kids or crowded malls. Let them have their #BlackFriday and leave the gift giving to Bi ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
963 8,411 229 8,938 Positive
03-OCT-15, SAT 11:00AM
Photo of the Day: Hitched at Sturgis.
08-NOV-15, SUN 11:00AM
Photo of the Day: Wild Custom.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
895 28,414 427 3,711 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
786 13,580 369 3,095 Positive
NO IMAGE NO IMAGE NO IMAGE
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Brand Posts - Analysis
Brand Post Types Days of the week
0 100 200 300 400 500
0 100 200 300 400 500 600
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 20 40 60 80 100
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
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Top Keywords Used Frequency
Harley-Davidson 2880
post 765
bike 251
new 209
motorcycle 171
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
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Harley-Davidson responded to 1 conversations generated by the 3,902 Posts fans published.
Harley-Davidson appears to participate more when Fan conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
0%
100%
Brand Participation Brand Non Participation
22%
3%
75%
Posititve Negative Neutral
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Analysis of
Harley DavidsonTwitter Account
Oct 01, 2015 - Dec 31, 2015
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Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
305,732 11,892 4.05% United States
Harley Davidson@harleydavidson
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Engagement Score
402
Total Proactive Tweets
273
Retweets Total
31
Favorites Total
58,724
Total Mention
9,321
Total Retweets
27,497
BRAND TWEETS USER TWEETS
Brand Overview
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286K
288K
290K
292K
294K
296K
298K
300K
302K
304K
306K
308K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
305,732
New Followers
11,892
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1K
1K
1K
1K
1K
1K
1K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
1,346
New Followees
15
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Engagement
0
250
500
750
Harley Davidson had an average engagement score of 402 and a highest of 621.
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0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
273 31
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James A's #Iron883 looking proper with its café stance.
Favorite if you'd do-the-ton on this #Iron..
21-Nov-15, Sat 03:00PM
ENGMT. FAV. REPLIES RETWEETS
725 599 18 243
Top Engaging Tweets
Let them have their #BlackFriday. Leave the gift giving to Biker
Claus. https://t.co/tcMQg534WB
htt..
John T. showing off his custom #FortyEight.
Favorite if you'd take this #FortyEight out on a rip...
27-Nov-15, Fri 10:28AM
ENGMT. FAV. REPLIES RETWEETS
683 295 12 242
12-Dec-15, Sat 03:10PM
ENGMT. FAV. REPLIES RETWEETS
673 540 8 214
NO IMAGE NO IMAGE NO IMAGE
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Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300
0 50 100 150 200 250 300 350 400 450
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
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0 10 20 30 40 50 60 70 80 90
0 2000 4000 6000 8000 10000 12000
#photooftheday*
#potd*
#hdstreet*
#harleydavidson*
#hdcustomkings*
#rushmore*
#americanheroes*
#harley*
#streetglide*
#iron883*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
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0
50
100
150
200
250
300
350
400
450
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
photooftheday potd hdstreet harleydavidson hdcustomkings
Spread of Hashtags by day
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0 100 200 300 400 500 600
#harley*
#iron883*
#hdcustomkings*
#hdstreet*
#streetglide*
#rushmore*
#potd*
#harleydavidson*
#americanheroes*
#photooftheday*
Engagement Score
Hashtags - Engagement
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Average Response Rate : 0.0%
0
20
40
60
80
100
120
140
160
180
200
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
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0
200
400
600
800
1000
1200
1400
1600
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
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0
100
200
300
400
500
600
700
800
900
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
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Total number of Retweets : 27,497
0
100
200
300
400
500
600
700
800
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
Retweets of Brand Tweets Brand Tweets
Retweets
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Total number of Mentions: 9,321
0
20
40
60
80
100
120
140
160
180
200
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
Mentions Brand Tweets
Mentions
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Influencers
Name Followers Tweets
Marvel Entertainment 3,554,281 6
UFC 3,376,051 1
Bloomberg Business 3,020,850 4
India Today 2,414,507 1
Foo Fighters 2,325,966 1
TOP 5 INFLUENCERS
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This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
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