Indepth brand report template v2.0

1. 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

2. Insights Recommendations
Insights &
Recomendations
CEO Dashboard
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
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

3. Power
7.9%
Positive Sentiment
CEO DASHBOARD
Period: 1-31 July 2014
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.
Share
of
voice
46%
43%
6%
6%
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
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

4. Metric KPI Month
1 Month
2 Month
3 This
Month
Men5ons 250/month 244 267 322 178
Share
of
Voice 50% 52% 54% 57% 53%
Posi5ve
Sen5ment 3% 4.5% 3.2% 3.4% 5%
Nega5ve
Sen5ment 1% 1.3% 1.4% 1.4% 1.3%
Crisis
Score 20 20 20 20 20
Nega3ve
Men3ons
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
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

5. You were mentioned 1,046 times! SPIKE ANALYSIS
1.
Brand
Recommended
Ac3ons
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
LOW Risk
7.9%
Positive Sentiment
3.9%
>
Target
4.9%
Negative Sentiment
1.9%
>
Target
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Period: 1-31 July 2014
1.
2.
3.
1.
Viral
Forum
Conversa3on:
A
funny
Forum
(UKM)
conversa5on
of
a
man
trying
to
sell
his
wife’s
old
baVered
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
Conversa3on
Another
big
conversa5on
on
UKM
of
one
person
seeking
advice
on
whether
to
buy
an
X5
3.
Spam
of
a
For
Sale
post.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
BRAND
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

6. LOW Risk
26.8%
Positive Sentiment
16.8%
>
Target
7.3%
Negative Sentiment
4.3%
>
Target
“BMW SUV” + “Comfort” was
mentioned 42 times! SPIKE ANALYSIS
COMFORT
Period: 1-31 July 2014
1.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1.
Conversa3on
on
Forum
“HonestJohn.co.uk”
where
a
popular
conversa5on
happened
on
which
SUV
to
buy
for
less
than
GBP
8,000.
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
COMFORT
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

7. LOW Risk
43.8%
Positive Sentiment
35.8%
>
Target
9.6%
Negative Sentiment
6.6%
>
Target
SPIKE ANALYSIS
LUXURY
Period: 1-31 July 2014
1.
2.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1. Viral
Instagram:
An
image
of
a
white
5nted
BMW
X5
at
a
car
show
was
retweeted
several
5mes.
2. Nega3ve
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
5mes.
“BMW SUV” + “Luxury” were
mentioned 73 times!
3.
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-­‐seed
the
authors
work
amongst
BMW
communi5es.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
LUXURY
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

8. 1.
LOW Risk
35.7%
Positive Sentiment
28.7%
>
Target
0%
Negative Sentiment
3.0%
>
Target
SPIKE ANALYSIS
EFFICIENCY
Period: 1-31 July 2014
1.
2.
3.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
n/a
“BMW SUV” + “Efficiency” was
mentioned 15 times!
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-­‐seed
the
authors
work
amongst
BMW
communi5es.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
EFFICIENCY
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

9. 1.
LOW Risk
28.1%
Positive Sentiment
20.1%
>
Target
9.4%
Negative Sentiment
6.4%
>
Target
SPIKE ANALYSIS
SAFETY
Period: 1-31 July 2014
2.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1. News
story
about
driver
“in3mida3ng
cyclists”
in
his
BMW
X5
2. A
series
of
blogs
reviewing
the
new
BMW
X4
were
released.
“BMW SUV” + “Safety” was
mentioned 33 times!
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-­‐seed
the
authors
work
amongst
BMW
communi5es.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
SAFETY
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

10. LOW Risk
24.0%
Positive Sentiment
16.0%
>
Target
7.0%
Negative Sentiment
3.0%
>
Target
SPIKE ANALYSIS
POWER
Period: 1-31 July 2014
3.
1.
2.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1. Viral
Forum
Conversa3on:
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!
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-­‐seed
the
authors
work
amongst
BMW
communi5es.
4. Create
content
around
the
X4
and
promote/
release
it
to
steer
the
conversa5ons
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
POWER
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

11. HANDLING
Recommended
Ac3ons
1. Be
more
strategic
around
the
release
of
new
press
informa3on.
Have
a
strategy
to
work
with
bloggers
to
release
important
informa3on.
LOW Risk
43.3%
Positive Sentiment
38.3%
>
Target
3.3%
Negative Sentiment
0.3%
>
Target
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
SPIKE ANALYSIS
Period: 1-31 July 2014
1.
1.
New
BMW
X4
being
talked
about
across
several
motorsport
online
publishers.
“BMW SUV” + “Handling” was
mentioned 31 times!
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
HANDLING
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

12. 24/100
You gain 66 new fans (average) every day!
You have 9,897 average daily impressions.
10% of your fans are engaged.
OVERALL
10/30
Growth
Score
4/20
Impression
Score
10/50
Engagement
Score
22/100
OVERALL
10/30
Growth
Score
You have 2,120 average daily impressions.
0/50
Engagement
Score
Your target = 50/day.
Your target = 7,000/day.
Your target = 15%.
Your target = 1,000/day.
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
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

13. Demographics By City
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%
Channels
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
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

14. 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
Key Moments Examples
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
Key Moments Examples
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
>
> 2.
13.8%
Positive
5.9%
You
>
2.3%
Negative
1.9%
You
>
8.5%
Positive
0.6%
You
>
7.8%
Negative
2.9%
You
3.
4.
1.
2.
4.
3.
1.
2.
3.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

15. Glossary of Terms
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.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary

16. In-Depth Brand Report
Thank you!
Report Author: AllFamous Digital
87%
Accuracy
Score