Unmetric took a deep dive look at some of the numbers behind the content Toyota produces to glean insights about what makes the car maker such a popular brand with its audience. From content to campaigns, see what strategies drove audience engagement.

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

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

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4. Analysis of
Toyota Saudi Arabia
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,437,071 95,362 7.11%
Saudi
Arabia
Mostly Young, Male and
Attached.
Toyota Saudi Arabia

6. Engagement Score Total Fan Posts
189 72
Total Posts Brand Response Rate
140 81.94%
Total Likes Avg. Reply Time
123,126 2 hrs, 5 mins
Total Comments General Sentiment
3,145 Neutral
Total Shares
10,525
BRAND POSTS FAN POSTS
Brand Overview

7. 1,280K
1,300K
1,320K
1,340K
1,360K
1,380K
1,400K
1,420K
1,440K
1,460K
30-Sep 14-Oct 28-Oct 11-Nov 25-Nov 9-Dec 23-Dec
Fan Growth
Total Fans
1,437,071
New Fans
95,362

8. Engagement
0
250
500
750
1,000
Toyota Saudi Arabia had an average engagement score of 189 and a highest of 859.

9. Community Analysis
Toyota Saudi Arabia fans are mostly Young, Male and
Attached.
Toyota Saudi Arabia fans are largely from Saudi Arabia
followed by Egypt.
Fan Demographics Distribution of Fans
91%
9%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 20% 40% 60%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K 800K 1,000K
Saudi Arabia
Egypt
Jordan
Pakistan
Iraq
India
Yemen
Philippines
Sudan

10. 0
1
2
3
4
5
6
7
8
9
10
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
‫في‬ 29
‫بمعرض‬‫جدة‬‫الدولي‬‫للسيارات‬ 26
‫6102_هايلكس‬ 20
‫6102_الندكروزر‬ 16
‫جربها‬‫واكتشف‬‫قوة‬ 16

11. 60%
40%
Brand Participation Brand Non Participation
64%
0%
36%
Posititve Negative Neutral
Brand Posts - Engagement
Toyota Saudi Arabia responded to 84 conversations
generated by the 140 Posts they published.
Toyota Saudi Arabia receives more positive than negative
vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
28-DEC-15, MON 11:51AM
‫تكنولوجيا‬‫الهايبرد‬‫في‬ #‫_جناح‬ ‫تويوتا‬‫بمعرض‬‫جدة‬‫الدولي‬
‫للسيارات‬
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
907 3,706 179 1,537 Positive
20-NOV-15, FRI 1:03PM
‫شارك‬‫في‬‫مسابقة‬ #‫6102_الندكروزر‬ ‫لتربح‬‫فرصة‬
‫الفوز‬‫برحلة‬‫سفاري‬‫لشخصين‬‫في‬‫دبي‬‫لمدة‬ 3 ‫أيام‬
http://www.the ..
07-NOV-15, SAT 6:30AM
‫استمتع‬‫بتعدد‬‫الخيارات‬‫من‬‫االلوان‬‫الخارجية‬‫لـ‬
#‫6102_الندكروزر‬
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
859 5,457 168 995 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
849 6,063 133 885 Positive
NO IMAGE NO IMAGE NO IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100 120
0 50 100 150 200 250 300 350 400
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30 40
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
‫السالم‬‫عليكم‬ 13
‫من‬ 11
‫انا‬ 5
‫6102كوروال‬ 4
‫متى‬ 3
User Posts
0
1
1
2
2
3
3
4
4
5
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. Toyota Saudi Arabia responded to 59 conversations
generated by the 72 Posts fans published.
Toyota Saudi Arabia appears to participate more when
Fan conversations have greater positive vibes than
negative.
User Posts - Engagement
Brand Responses Sentiment
82%
18%
Brand Participation Brand Non Participation
3%
0%
97%
Posititve Negative Neutral

16. Analysis of
Toyota Saudi Arabia
Twitter Account
Oct 01, 2015 - Dec 31, 2015

17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
464,402 51,270 12.41% Saudi Arabia
Toyota Saudi Arabia
@ToyotaALJ

18. Engagement Score
121
Total Proactive Tweets
465
Retweets Total
53
Replies Total
14,609
Favorites Total
14,139
Total Mention
27,674
Total Retweets
13,924
Total Replies
0
Response Rate (%)
48.15%
Average Reply Time (mins)
36
BRAND TWEETS USER TWEETS
Brand Overview

19. 380K
390K
400K
410K
420K
430K
440K
450K
460K
470K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
464,402
New Followers
51,270

20. Engagement
0
250
500
750
1,000
1,250
Toyota Saudi Arabia had an average engagement score of 121 and a highest of 995.

21. 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
465 53

22. ‫ماهو‬‫توقعك‬‫لمباراة‬ # ‫االتحاد‬‫و‬ # ‫الهالل؟‬
‫شارك‬‫توقعك‬‫بالضغط‬‫على‬‫أحد‬‫الصور‬‫لفرصة‬‫ربح‬
‫جوائز‬‫قيمة‬‫مع‬ #‫..ال‬
27-Oct-15, Tue 05:53PM
ENGMT. FAV. REPLIES RETWEETS
1,000 2,101 4,022 4,347
Top Engaging Tweets
‫أغلب‬‫األصوات‬‫تتوقع‬‫إلى‬‫االن‬‫للهالل‬ , ‫شاركنا‬‫توقعك‬
‫لتربح‬‫جوائز‬‫قيمه‬‫مع‬ #‫6102_الندكروزر‬
https://t.co/e..
‫توقع‬‫نتيجة‬‫مباراة‬ # ‫الديربي‬‫بين‬ #‫_النصر‬ ‫الهالل‬
https://t.co/GHmgodGdHY
https://t.co/mkr9Au5RlQ
29-Oct-15, Thu 10:53AM
ENGMT. FAV. REPLIES RETWEETS
986 462 688 1,009
23-Dec-15, Wed 09:18AM
ENGMT. FAV. REPLIES RETWEETS
962 378 1,364 394
NO IMAGE NO IMAGE NO IMAGE

23. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300 350 400 450
0 20 40 60 80 100 120 140 160
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

24. 0 100 200 300 400 500 600
0 1000 2000 3000 4000 5000 6000 7000 8000
#‫الندكروزر‬_2016*
#‫الهالل‬*
#‫االتحاد‬*
#‫الديربي‬*
#‫النصر‬_‫الهالل‬*
#‫تويوتا‬*
#‫هايلكس‬*
#‫الندكروزر‬*
#‫كوروال‬*
#‫يارس‬*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

25. 0
500
1000
1500
2000
2500
3000
3500
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
‫الندكروزر‬_2016 ‫الهالل‬ ‫االتحاد‬ ‫الديربي‬ ‫النصر‬_‫الهالل‬
Spread of Hashtags by day

26. 0 200 400 600 800 1000 1200
#‫الهالل‬*
#‫االتحاد‬*
#‫هايلكس‬*
#‫النصر‬_‫الهالل‬*
#‫كوروال‬*
#‫تويوتا‬*
#‫الندكروزر‬*
#‫الديربي‬*
#‫الندكروزر‬_2016*
#‫يارس‬*
Engagement Score
Hashtags - Engagement

27. Average Response Rate : 48.15%
0
500
1000
1500
2000
2500
3000
3500
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

28. Average Reply Time : 36 minutes
0
100
200
300
400
500
600
700
800
900
1000
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

29. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
2000
4000
6000
8000
10000
12000
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

30. 0
1000
2000
3000
4000
5000
6000
7000
8000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

31. 0
200
400
600
800
1000
1200
1400
1600
1800
2000
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

32. Total number of Retweets : 13,924
-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

33. Total number of Mentions: 27,674
0
500
1,000
1,500
2,000
2,500
3,000
3,500
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

34. Influencers
Name Followers Tweets
‫#الفراج_وليد‬ 3,649,071 1
‫عمر‬‫حسين‬ 1,166,866 1
‫دوري‬‫عبداللطيف‬‫جميل‬ 1,090,760 1
‫عبدالعزيز‬‫الحبالني‬ 551,551 1
Lexus KSA 500,498 88
TOP 5 INFLUENCERS

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