Take a deep dive in to the social media metrics behind BMW's incredible social media efforts as it drives engagement with its loyal fans.

1. BMW
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of BMW FB

2. BMW: Social Media Report
This report looks at how
BMW
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
BMW USA
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
2,273,447 60,157 2.72%
United
States
Mostly Older, Male and
Attached.
BMW USA

6. Engagement Score Total Fan Posts
248 712
Total Posts Brand Response Rate
73 9.27%
Total Likes Avg. Reply Time
116,569 11 hrs, 28 mins
Total Comments General Sentiment
2,950 Neutral
Total Shares
11,812
Most Engaging Content Type
Question to fans
Least Engaging Content Type
Corporate Social
Responsibility
Most Prolific Content Type
Like This/Engagement
Oriented Posts
Most Engaging Campaign
#BMWSnowchat
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 2,180K
2,190K
2,200K
2,210K
2,220K
2,230K
2,240K
2,250K
2,260K
2,270K
2,280K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
2,273,447
New Fans
60,157

8. Engagement
0
250
500
750
1,000
BMW USA had an average engagement score of 248 and a highest of 756.

9. Community Analysis
BMW USA fans are mostly Older, Male and Attached. BMW USA fans are largely from United States followed by
India.
Fan Demographics Distribution of Fans
64%
36%
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 200K 400K 600K 800K
United States
India
Egypt
Brazil
Iran
Mexico
Pakistan
Turkey
Algeria

10. 0
1
1
2
2
3
3
4
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Photo 21
USA 12
FanFriday 9
performance 8
X1 8

11. 12%
88%
Brand Participation Brand Non Participation
94%
0%
6%
Posititve Negative Neutral
Brand Posts - Engagement
BMW USA responded to 9 conversations generated by the 73
Posts they published.
BMW USA receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
15-DEC-15, TUE 12:00PM
Indulge your cravings.
#NationalCupcakeDay. Photo by Sweet
T's Bakeshop.
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
756 6,949 226 904 Positive
09-OCT-15, FRI 4:00PM
Meet the #BMW #M4 GTS, the 1st
production car w/ a water-injected engine,
resulting in 493 hp & 442 ..
30-OCT-15, FRI 3:44PM
Performance on a pumpkin.
#HappyHalloween #BMW #M2
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
655 5,821 117 630 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
644 2,815 82 915 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60
0 50 100 150 200 250 300 350
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
BMW USA 322
service 59
issue 32
vehicle 29
BMW India 28
User Posts
0
5
10
15
20
25
30
35
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

15. BMW USA responded to 66 conversations generated by the
712 Posts fans published.
BMW USA appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
9%
91%
Brand Participation Brand Non Participation
33%
9%
58%
Posititve Negative Neutral

16. Most of BMW USA posts were around 'Like This/Engagement Oriented Posts', and posts around 'Question to fans'
received the highest engagement.
Content Intel
0 2 4 6 8 10 12 14 16 18 20
0 50 100 150 200 250 300 350 400
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
Engagement Score Number of Posts

17. In BMW USA Posts about Automotive, Events in the
automotive sector posts received the highest engagement.
In BMW USA Posts about General Happenings, the category
Festival/Greetings received the highest engagement.
Content Intel
About Automotive About General Happenings
0 1 2 3
0 100 200 300
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6
0 200 400 600
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

18. Campaign Intel
Entire Campaign
0 1 2 3 4 5 6 7 8
0 50 100 150 200 250 300
#BMWGeneva
#BMWUFL
#BMWNAIAS
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of BMW campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

19. Analysis of
BMW USA
Twitter Account
Oct 01, 2015 - Dec 31, 2015

20. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
357,429 25,208 7.59% United States
BMW USA
@BMWUSA

21. Engagement Score
372
Total Proactive Tweets
166
Retweets Total
9
Replies Total
238
Favorites Total
42,354
Total Mention
4,131
Total Retweets
13,537
Response Rate (%)
4.47%
Average Reply Time (mins)
1219
Most Engaging
#BMW 7 Series
Most Recent
#BMW 7 Series
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

22. 315K
320K
325K
330K
335K
340K
345K
350K
355K
360K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
357,429
New Followers
25,208

23. 1K
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
667

24. Engagement
0
250
500
750
1,000
BMW USA had an average engagement score of 372 and a highest of 908.

25. 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
166 9

26. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140 160 180
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

27. 0 20 40 60 80 100 120 140
0 2000 4000 6000 8000 10000 12000 14000
#bmw*
#7series*
#x1*
#m4*
#m2*
#mmonday*
#bmwteamusa*
#m3*
#tbt*
#witnessm*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

28. 0
50
100
150
200
250
300
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
bmw 7series x1 m4 m2
Spread of Hashtags by day

29. 0 100 200 300 400 500 600 700 800 900 1000
#witnessm*
#7series*
#mmonday*
#bmwteamusa*
#m2*
#bmw*
#m3*
#m4*
#tbt*
#x1*
Engagement Score
Hashtags - Engagement

30. Average Response Rate : 4.47%
0
20
40
60
80
100
120
140
160
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
MentionsandReplies
Replies Mentions
Customer Service

31. Average Reply Time : 20 hours 19 minutes
0
5000
10000
15000
20000
25000
30000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

32. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
20
40
60
80
100
120
140
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

33. 0
100
200
300
400
500
600
700
800
900
1000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

34. 0
50
100
150
200
250
300
350
400
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

35. Total number of Retweets : 13,537
-1,000
0
1,000
2,000
3,000
4,000
5,000
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

36. Total number of Mentions: 4,131
-20
0
20
40
60
80
100
120
140
160
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

37. Influencers
Name Followers Tweets
French Montana 2,524,841 1
Inc. 1,624,466 1
Jesse Millette 1,317,559 1
Variety 1,289,328 1
The Atlantic 1,237,688 1
TOP 5 INFLUENCERS

38. Generate Your Own Social Media Report
This report was generated entirely by the
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