Take a deep dive into Mini's social media performance as the car brand engages its audience on Facebook and social media with a range of lifestyle inspired car content.

1. MINI
onSocial Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Mini Twitter

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

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

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
10,659,459 99,221 .94% Worldwide
Mostly Young, Male and
Attached.
MINI

6. Engagement Score Total Fan Posts
4 178
Total Posts Brand Response Rate
33 0.56%
Total Likes Avg. Reply Time
1,800 6 hrs, 50 mins
Total Comments General Sentiment
66 Neutral
Total Shares
318
BRAND POSTS FAN POSTS
Brand Overview

7. 10,500K
10,520K
10,540K
10,560K
10,580K
10,600K
10,620K
10,640K
10,660K
10,680K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
10,659,459
New Fans
99,221

8. Community Analysis
MINI fans are mostly Young, Male and Attached. MINI fans are largely from Egypt followed by Mexico.
Fan Demographics Distribution of Fans
51%
49%
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
Egypt
Mexico
France
India
Italy
Turkey
United States
Germany
Thailand
New Zealand

9. 0
1
1
2
2
3
3
4
4
5
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
bit 9
MINI 9
Dakar Rally 7
January 7
new MINI Cabrio 6

10. 3%
97%
Brand Participation Brand Non Participation
36%
0%
64%
Posititve Negative Neutral
Brand Posts - Engagement
MINI responded to 1 conversations generated by the 33 Posts
they published.
MINI receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

11. Most Engaging Brand Posts
23-OCT-15, FRI 1:00PM
Excitement at any angle. Sign up to get
exclusive news about the new MINI
Cabrio: bit.ly/__MINICabri ..
ENGM
T.
LIKES COMMENT
S
SHARE
S
SENTIMENT
15 97 6 50 Uncategorized
16-NOV-15, MON 8:12AM
Bridges are few and far between when
you’re in the middle of the wilderness.
MINI will do whatever i ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
7 65 3 21 Uncategorized
NO
IMAGE

12. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25
0 1 2 3 4 5
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10 12
0 1 2 3 4 5 6
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

13. Top Keywords Used Frequency
MINI Clubman Mini
Cooper
20
sx 18
https://www.facebook
.com/notes/enternew
s
18
First time 18
MINI MINI Clubman 17
User Posts
0
5
10
15
20
25
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

14. Analysis of
MINI
Twitter Account
Oct 01, 2015 - Dec 31, 2015

15. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
195,288 5,045 2.65% Worldwide
MINI
@MINI

16. Engagement Score
234
Total Proactive Tweets
220
Retweets Total
10
Replies Total
222
Favorites Total
17,977
Total Mention
2,236
Total Retweets
7,969
Response Rate (%)
9.48%
Average Reply Time (mins)
1267
BRAND TWEETS USER TWEETS
Brand Overview

17. 187K
188K
189K
190K
191K
192K
193K
194K
195K
196K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
195,288
New Followers
5,045

18. 1K
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
623
New Followees
6

19. Engagement
0
250
500
MINI had an average engagement score of 234 and a highest of 391.

20. 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
220 10

21. The drive home for the holidays is best
spent with company.
https://t.co/BMIrTDoaYZ
20-Dec-15, Sun 09:05AM
ENGMT. FAV. REPLIES RETWEETS
659 299 3 152
Top Engaging Tweets
Call it a colourful heritage.
https://t.co/RgXYIEjxNL
A #ClassicMini comes in the coolest of
shades. https://t.co/gATY6pdPNG
27-Nov-15, Fri 12:25PM
ENGMT. FAV. REPLIES RETWEETS
573 223 2 121
27-Dec-15, Sun 08:09PM
ENGMT. FAV. REPLIES RETWEETS
535 282 1 102
NO IMAGE NO IMAGE NO IMAGE

22. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
0 50 100 150 200 250
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

23. 0 5 10 15 20 25
0 100 200 300 400 500 600 700 800 900 1000
#classicmini*
#clubman*
#gowithyourgut*
#cabrio*
#dakar2016*
#whateverittakes*
#tgif*
#bgb2015*
#miniconnected*
#tbt*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

24. 0
20
40
60
80
100
120
140
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
classicmini clubman gowithyourgut cabrio dakar2016
Spread of Hashtags by day

25. 0 50 100 150 200 250 300 350 400 450
#classicmini*
#miniconnected*
#whateverittakes*
#cabrio*
#gowithyourgut*
#clubman*
#dakar2016*
#tbt*
#bgb2015*
#tgif*
Engagement Score
Hashtags - Engagement

26. Average Response Rate : 9.48%
0
10
20
30
40
50
60
70
80
90
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

27. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
10
20
30
40
50
60
70
80
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

28. 0
50
100
150
200
250
300
350
400
450
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

29. 0
20
40
60
80
100
120
140
160
180
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

30. Total number of Retweets : 7,969
-50
0
50
100
150
200
250
300
350
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

31. Total number of Mentions: 2,236
-10
0
10
20
30
40
50
60
70
80
90
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

32. Influencers
Name Followers Tweets
Tony Hawk 4,125,369 1
India Today 2,437,051 2
LaGazzettadelloSport 1,529,630 1
Jesse Millette 1,317,559 1
BMW 1,152,311 5
TOP 5 INFLUENCERS

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