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Santander Bank USA Social Media Analysis Q4 2015

Take a deep dive into the social media habits of this brand

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Santander Bank USA Social Media Analysis Q4 2015

  1. 1. Santander USA on Social Media Oct 01 2015 - Dec 31 2015 Cover Image Courtesy of Santander Bank FB
  2. 2. Santander Bank: Social Media Report This report looks at how Santander Bank USA performed on social media between October 1st – December 31st, 2015
  3. 3. Generate Your Own Social Media Report This report was generated entirely by the Unmetric Reporting Engine. It took minutes to create. Create Your Free Social Media Report Now
  4. 4. Analysis of Santander Bank US Facebook Page Oct 01, 2015 - Dec 31, 2015
  5. 5. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY 70,198 14,418 25.85% United States Santander Bank US
  6. 6. Engagement Score Total Fan Posts 778 213 Total Posts Brand Response Rate 69 40.38% Total Likes Avg. Reply Time 37,353 13 hrs, 22 mins Total Comments General Sentiment 1,219 Neutral Total Shares 2,822 BRAND POSTS FAN POSTS Brand Overview
  7. 7. 0K 10K 20K 30K 40K 50K 60K 70K 80K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Fan Growth Total Fans 70,198 New Fans 14,418
  8. 8. Engagement 0 250 500 750 1,000 1,250 Santander Bank US had an average engagement score of 778 and a highest of 1000.
  9. 9. Community Analysis Santander Bank US fans are largely from United States followed by Puerto Rico. Distribution of Fans 0K 10K 20K 30K 40K 50K 60K 70K 80K United States Puerto Rico Mexico Brazil Spain India United Kingdom Dominican Republic Italy
  10. 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 way 14 sweepstakes 11 Click 11 promotion 10 Official Rules 9
  11. 11. 19% 81% Brand Participation Brand Non Participation 62% 5% 33% Posititve Negative Neutral Brand Posts - Engagement Santander Bank US responded to 13 conversations generated by the 69 Posts they published. Santander Bank US receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts
  12. 12. Most Engaging Brand Posts 11-DEC-15, FRI 6:20AM Being thrifty never looked so good. ENGMT . LIKES COMMENTS SHARE S SENTIMENT 1,000 3,240 82 352 Neutral 13-NOV-15, FRI 9:30AM There’s nothing cooler than care. We’re proud to support Friends of the Mass General Hospital Cancer .. 17-NOV-15, TUE 11:45AM Time's running out for a chance to win $1,500! LIKE the post and Comment below with a creative pic .. ENGMT . LIKES COMMENTSSHARESSENTIMENT 999 3,083 41 156 Positive ENGMT . LIKES COMMENTS SHARE S SENTIMENT 994 1,672 169 114 Positive NO IMAGE NO IMAGE NO IMAGE
  13. 13. Brand Posts - Analysis Brand Post Types Days of the week 0 5 10 15 20 25 30 35 40 0 200 400 600 800 1,000 Links Photos Videos Plain Text Polls Number of Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 0 200 400 600 800 1,000 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Number of Posts Engagement Score Engagement Score Number of Posts
  14. 14. Top Keywords Used Frequency Santander Bank 122 event 43 Great learning 40 booth 40 customer 33 User Posts 0 5 10 15 20 25 30 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. 15. Santander Bank US responded to 86 conversations generated by the 213 Posts fans published. Santander Bank US appears to participate more when Fan conversations have greater positive vibes than negative. User Posts - Engagement Brand Responses Sentiment 40% 60% Brand Participation Brand Non Participation 35% 15% 50% Posititve Negative Neutral
  16. 16. Analysis of Santander Bank US Twitter Account Oct 01, 2015 - Dec 31, 2015
  17. 17. Brand Overview FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY 2,831 235 9.05% United States Santander Bank US @SantanderBankUS
  18. 18. Engagement Score 201 Total Proactive Tweets 62 Retweets Total 33 Replies Total 256 Favorites Total 39 Total Mention 541 Total Retweets 72 Response Rate (%) 45.29% Average Reply Time (mins) 701 BRAND TWEETS USER TWEETS Brand Overview
  19. 19. 2K 3K 3K 3K 3K 3K 3K 3K 3K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Follower Growth Total Followers 2,831 New Followers 235
  20. 20. 0K 0K 0K 0K 0K 0K 0K 0K 0K 0K 1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec Followee Growth Total Followees 361
  21. 21. Engagement 0 250 500 750 Santander Bank US had an average engagement score of 201 and a highest of 701.
  22. 22. 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 62 33
  23. 23. Posts with Hashtags engage the best. Those with Mentions are the most frequent 0 10 20 30 40 50 60 70 0 50 100 150 200 250 300 350 400 Links Plain Text Hashtags Mentions Number of Posts Engagement Score Engagement Score Number of Tweets Brand Tweet Types
  24. 24. 0 2 4 6 8 10 12 14 16 0 20 40 60 80 100 120 140 #eaglesnation* #fgc* #eagles* #tbvsphi* #wasvsphi* #nerevs* #azvsphi* #santanderuniversities* #sweepstakes* #brooklyn* User Tweets about Hashtag Brand Tweets about Hashtag Brand tweets User Tweets Volume of Tweets with Hashtags
  25. 25. 0 10 20 30 40 50 60 70 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 eaglesnation fgc eagles tbvsphi wasvsphi Spread of Hashtags by day
  26. 26. 0 50 100 150 200 250 300 350 400 450 500 #fgc* #wasvsphi* #eaglesnation* #azvsphi* #sweepstakes* #santanderuniversities* #tbvsphi* #eagles* #nerevs* #brooklyn* Engagement Score Hashtags - Engagement
  27. 27. Average Response Rate : 45.29% 0 5 10 15 20 25 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. 28. Average Reply Time : 11 hours 41 minutes 0 500 1000 1500 2000 2500 3000 3500 4000 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. 29. Positive Negative Neutral Customer Service REPLY ANALYSIS REPLY SENTIMENT 0 10 20 30 40 50 60 70 80 90 100 Request For Direct Message Request For Contact Request For View a Link Request For Email Brand Apology Plain Text
  30. 30. 0 20 40 60 80 100 120 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Replies Mentions Day of the week
  31. 31. 0 10 20 30 40 50 60 70 80 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. 32. Total number of Retweets : 72 -4 -2 0 2 4 6 8 10 12 14 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. 33. Total number of Mentions: 541 -5 0 5 10 15 20 25 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. 34. Influencers Name Followers Tweets Philadelphia Eagles 1,011,186 9 John Paul Aguiar 147,116 3 NewEnglandRevolution 65,168 13 Simple 45,627 1 bren 30,110 1 TOP 5 INFLUENCERS
  35. 35. Generate Your Own Social Media Report This report was generated entirely by the Unmetric Reporting Engine. It took minutes to create. Create Your Free Social Media Report Now
  36. 36. Thanks! Pleasecontactus at NotJustNumbers@unmetric.comfor more information.

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