Facebook Digital Insight for Auto Luxury Brands

1. Mercedes-Benz India
facebook.com/MercedesBenzIndia/
Facebook Page Report ------Ajit Kumar
Mar 06, 2017 - Apr 04, 2017
Page 1

2. Mercedes-Benz India KPIs Overview Mar 06, 2017 - Apr 04, 2017
Interactions
Total Interactions
1,479,820
Reactions
1,471,101
Comments
2,034
Shares
6,685
User Posts
40
Content
Page Posts
58
Moving 7-Day Average of Interactions per 1000 Fans
17.98
Moving 30-Day Average of Interactions per 1000 Fans
17.87
Response Rate for User Questions
0 %
Average Response Time for User Questions
N/A
Fans
Total Fans
2,776,045
Absolute Change in Fans
39,388
Relative Change in Fans
+ 1.44 %
Page 2

3. Max Change of Fans
5,559
Avg Fan Change per Day
1,312.93
Monday Mar 13, 2017
Mercedes-Benz India Fans Mar 06, 2017 - Apr 04, 2017
Fans Overview
Total Fans
2,776,045
Change in Fans
39,388
Total Fans
Growth of Total Fans
2,710,000
2,720,000
2,730,000
2,740,000
2,750,000
2,760,000
2,770,000
2,780,000
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
Page 3

4. Mercedes-Benz India Fans Mar 06, 2017 - Apr 04, 2017
Distribution of Fans
Country Local Fans % ofFans Base Growth % of Growth
India 2,458,877 90.05 % 32,861 1.35 %
United Arab
Emirates
24,937 0.91 % 814 3.37 %
United
States
22,923 0.84 % 244 1.08 %
Egypt 21,109 0.77 % 2 0.01 %
Saudi Arabia 15,495 0.57 % 170 1.11 %
Pakistan 14,033 0.51 % 22 0.16 %
Brazil 13,443 0.49 % -103 -0.76 %
Algeria 12,212 0.45 % -14 -0.11 %
Bangladesh 9,894 0.36 % 36 0.37 %
Other 137,713 5.04 % 3,882 2.84 %
Page 4

5. Mercedes-Benz India Content Mar 06, 2017 - Apr 04, 2017
Content Overview
Total Page Posts
58
Avg Posts per Day
1.93
Page Posts by day
Post Types Most Engaging Post Types
Post Type
% of Each Post
Type
# of Post Type
photo 91.38 % 53
video 6.90 % 4
link 1.72 % 1
Post Type
% of
Interactions
# of
Interactions
Interactions per
1000 Fans
photo 96.75 % 1.4M 19.23
link 1.22 % 18.1k 6.59
video 2.03 % 30.0k 2.72
0
1
2
3
4
5
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
Page 5

6. Mercedes-Benz India Engagement Mar 06, 2017 - Apr 04, 2017
Activity Overview
Max Interactions per 1000 Fans on
51.68Sunday Mar 12, 2017
Min Interactions per 1000 Fans on
0.50
Wednesday Mar 22, 2017
Interactions per 1000 Fans
Moving Averages of Interactions per 1000 Fans
0
10
20
30
40
50
60
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
0
5
10
15
20
25
30
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
7-Day Moving Average 30-Day Moving Average
Page 6

7. Min Interactions
1,397
Avg Interactions per Day
49,327
Wednesday Mar 22, 2017
Mercedes-Benz India Engagement Mar 06, 2017 - Apr 04, 2017
Interactions Overview
Total Interactions
1,479,820
Max Interactions
141,933
Sunday Mar 12, 2017
Daily Interactions
Distribution of Interactions
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
Interaction Type % of Interactions # of Interactions
Reactions 99.41 % 1.5M
Comments 0.14 % 2.0k
Shares 0.45 % 6.7k
Page 7

8. 0
2
4
6
8
10
12
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
time of day [hrs]
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Mercedes-Benz India User Activity Mar 06, 2017 - Apr 04, 2017
Activity Overview
Total User Posts
40
Max User Posts
10
Avg Posts per Day
1.33
Highest Activity Weekday/hour
Mon 19h - 20h
Monday Mar 20, 2017
User Posts
User Activity
Page 8

9. Responded vs. Unresponded User Questions
0
1
2
3
Mar06
Mar07
Mar08
Mar09
Mar10
Mar11
Mar12
Mar13
Mar14
Mar15
Mar16
Mar17
Mar18
Mar19
Mar20
Mar21
Mar22
Mar23
Mar24
Mar25
Mar26
Mar27
Mar28
Mar29
Mar30
Mar31
Apr01
Apr02
Apr03
Apr04
Response Time Segments for User Questions
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Under 10
min
10 - 30 min30 - 60 min60 - 90 min 90 min - 2
h
2 - 4 h 4 - 6 h 6 - 12 h 12 - 24 h 24 - 48 h 48 - 72 h More than
72 h
User Questions Overview
Total User Questions
4
Responded User Questions
0
Avg User Questions per Day
0.13
Response Rate for User Questions
0 %
Avg Question Response Time
N/A
Mercedes-Benz India Questions Mar 06, 2017 - Apr 04, 2017
Responded Questions Unresponded Questions
Page 9

10. Mercedes-Benz India Top Posts Mar 06, 2017 - Apr 04, 2017
Total Interactions 142k
Reactions 141k
Comments 169
Shares 608
Interactions per 1000
Fans
51.68
Enjoy colourful moments on every journey
with the #NewEClass. Happy Holi!
Mar 12, 2017
15:00:00 UTC +05:30
View on Facebook
Total Interactions 87.7k
Reactions 87.2k
Comments 122
Shares 365
Interactions per 1000
Fans
32.02
The #NewEClass is a testimony to
perfection. Take it out for a spin &
experience the Masterpiece of Intelligence.
Mar 07, 2017
14:02:08 UTC +05:30
View on Facebook
Total Interactions 78.3k
Reactions 77.9k
Comments 131
Shares 339
Interactions per 1000
Fans
28.44
Access your phone's media and navigation
in the #NewEClass, courtesy of the
Smartphone Integration package.
Mar 14, 2017
10:00:00 UTC +05:30
View on Facebook
Total Interactions 76.9k
Reactions 76.5k
Comments 103
Shares 328
Interactions per 1000
Fans
28.03
No distance is too far when the powerful
#NewEClass is your ride. So, get behind
the wheels & experience its power.
Mar 09, 2017
10:00:23 UTC +05:30
View on Facebook
Page 10

11. Mercedes-Benz India Top Posts Mar 06, 2017 - Apr 04, 2017
Total Interactions 68.4k
Reactions 68.1k
Comments 90
Shares 225
Interactions per 1000
Fans
24.65
Go where your heart desires and
#MakeTheBestOfEveryGround. So, where
is your #GLC heading to? Find out more at
Apr 04, 2017
11:00:00 UTC +05:30
View on Facebook
Total Interactions 62.2k
Reactions 61.9k
Comments 95
Shares 200
Interactions per 1000
Fans
22.46
No matter what your mood is, the
#NewEClass will reflect it. Test-drive it to
experience the magical 64 shades of
Mar 27, 2017
15:00:00 UTC +05:30
View on Facebook
Total Interactions 57.1k
Reactions 56.7k
Comments 97
Shares 335
Interactions per 1000
Fans
20.82
We are at the #Mumbai International Motor
Show. Visit us at the event to explore the
#NewEClass & #GLC. The Times of India
Mar 10, 2017
15:53:05 UTC +05:30
View on Facebook
Total Interactions 57.2k
Reactions 56.9k
Comments 81
Shares 226
Interactions per 1000
Fans
20.75
Every inch of the #NewEClass has been
designed to give you a performance that's
truly unmatched. Know more at:
Mar 16, 2017
14:00:31 UTC +05:30
View on Facebook
Page 11

12. Mercedes-Benz India Top Posts Mar 06, 2017 - Apr 04, 2017
Total Interactions 53.8k
Reactions 53.6k
Comments 84
Shares 142
Interactions per 1000
Fans
19.65
To all the women out there. Thank you for
being your strong selves! Men, tag the
women in your lives & wish them a
Mar 08, 2017
08:00:00 UTC +05:30
View on Facebook
Total Interactions 49.0k
Reactions 48.7k
Comments 90
Shares 217
Interactions per 1000
Fans
17.76
Read about the new Vision Mercedes-
Maybach 6 to know what the future holds
for us. Order your #MercedesMagazine at
Mar 18, 2017
13:00:00 UTC +05:30
View on Facebook
Total Interactions 46.6k
Reactions 46.5k
Comments 43
Shares 96
Interactions per 1000
Fans
16.81
Beaches or mountains? Where would you
like to take the #GLC to
#MakeTheBestOfEveryGround. Know
Mar 29, 2017
16:45:22 UTC +05:30
View on Facebook
Total Interactions 41.9k
Reactions 41.7k
Comments 49
Shares 174
Interactions per 1000
Fans
15.19
Breathtaking design to match mind-
blowing innovations, that's what makes the
#NewEClass a true Masterpiece of
Mar 18, 2017
11:00:00 UTC +05:30
View on Facebook
Page 12

13. Total Fans
Total number of a Page’s Fans in a given point of time.
Absolute Change in Fans
The sum of all daily increases and decreases in fans during the selected time range.
Relative Change in Fans
Shows how many fans, as a percentage of a page's fanbase, a page has gained or lost.
Page Posts
The number of posts made by the page’s administrators during a selected time range.
Moving 7-Day Average of Interactions per 1000 Fans
The sum of Number of interactions per 1000 fans for all posts made during a particular week.
Moving 30-Day Average of Interactions per 1000 Fans
The sum of Number of interactions per 1000 fans for all posts made during a particular month.
Response Rate for User Questions
The percentage of user questions the page responded to during the selected time range. A user question is a
user post on the company's page or a user post mentioning the company’s Facebook page that contains a
question mark in one of several possible languages (English, Armenian, Arabic, Japanese, and others). User
questions that were either marked as spam, hidden, or deleted by the admin are not included.
Average Response Time for User Questions
The average response time it took the page to answer user questions during a selected time period. The
response time is fixed to the day of the original question/post.
Total Interactions
The total number of Interactions (Reactions, Comments and Shares) during a selected time range.
User Posts
The total number of posts made by users during a selected time range.
Change in Fans
The sum of all daily increases and decreases in fans during the selected time range.
Max Change of Fans
The day with the largest change in the number of fans (either increase or decrease) during a selected time
range and the numerical value of change on that day.
Avg Fan Change per Day
The average change in number of fans (either increase or decrease) during a selected time range.
Growth of Total Fans
Shows the daily increase or decrease in fans during a selected time period.
Distribution of Fans
Distribution of fans in different countries.
Page Posts by day
The number of posts made by the page’s administrators by day during a selected time range.
Total Page Posts
The sum of posts made by the page’s administrator during a selected time range.
Avg Page Posts per day
The average number of posts made by a page administrator per day during a selected time range.
Facebook Metrics Explained
Page 13

14. Most Engaging Post Types
This shows the average interactions per 1000 fans by post type (Status, Link, Photo and Video) during a
selected time range.
Interactions per 1000 Fans
The sum of interactions (reactions, comments, and shares) divided by the number of fans a page has on the
day of the post and multiplied by 1000.
Moving Averages of Interactions per 1000 Fans
Calculated from the sum of all daily values of Number of Interactions per 1000 Fans. For example, if in the
last 7 days there are 4 days with Number of Interactions per 1000 Fans equal to 2, 3, 4, and 5, then the 7-
Day Moving Average would equal ((2+3+4 +5) / 7) = 2.
Max Interactions per 1000 Fans on
The day with the highest amount of interactions per 1000 fans and the amount of interactions per 1000 fans
on that day.
Min Interactions per 1000 Fans on
The day with the smallest amount of interactions per 1000 fans and the amount of interactions per 1000 fans
on that day.
Daily Interactions
The total number of Interactions (Reactions, Comments and Shares) per day during a selected time period.
Max Interactions
The day with the highest amount of interactions on that day.
Min Interactions
The day with the smallest amount of Interactions on that day.
Avg Interactions per day
The average number of interactions (comments, reactions, shares) per day during a selected time range.
Distribution of Interactions
The distribution of interactions (reactions, comments, shares) during a selected time range.
Total User Posts
The total number of posts made by users during a selected time range. User posts that were either marked
as spam, hidden, or deleted by the admin are not included.
Max User Posts
The day during which the users posted most for a selected time range. Also shows the number of posts that
occurred on that day.
Avg User Posts per day
The average number of posts users posted on the monitored page’s wall per day during a selected time
range.
Highest Activity Weekday/hour
This shows the weekday and hour with the highest number of User Posts during a selected time range.
User Activity
This graph shows the total number of all user posts (user posts, questions and comments) by day of the
week and by hour of the day during a selected time range.
Responded vs. Unresponded User Questions
This graph shows the number of responded and unresponded questions and the response rates during a
selected time range. A user question is a user post on the company's page or a user post mentioning the
company’s Facebook page that contains a question mark in one of several possible languages (English,
Armenian, Arabic, Japanese, and others). User questions that were either marked as spam, hidden, or
deleted by the admin are not included.
Facebook Metrics Explained
Page 14

15. Total User Questions
The total number of questions made by fans during a selected time range. A user question is a user post on
the company's page or a user post mentioning the company’s Facebook page that contains a question mark
in one of several possible languages (English, Armenian, Arabic, Japanese, and others). User questions that
were either marked as spam, hidden, or deleted by the admin are not included.
Responded User Questions
The number of responded questions made by users during a selected time range.
Avg User Questions per day
The average number of questions users posted on the page’s wall per day during a selected time range.
Avg Question Response Time
The average time it took the page to respond to a user question during a selected time range.
Response Time for User Questions
This graph shows the average response time for user questions. The response time is fixed to the day of the
original question/post. A user question is a user post on the company's page or a user post mentioning the
company’s Facebook page that contains a question mark in one of several possible languages (English,
Armenian, Arabic, Japanese, and others). User questions that were either marked as spam, hidden, or
deleted by the admin are not included. The data is visualized and aggregated by hour of the day, day, week
and day of the week.
Facebook Metrics Explained
Page 15