Harley Davidson Social Media Analysis Q4 2015

Harley-Davidson

on Social Media

Oct 01 2015 - Dec 31 2015

Cover Image Courtesy of Harley Davidson FB

Harley Davidson: Social Media Report

This report looks at how

Harley-Davidsonperformed on social media between

October 1st – December 31st, 2015

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Analysis of

Harley-DavidsonFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

7,076,329 52,652 0.75%United

States

Mostly Older, Male and

Attached.

Harley-Davidson

Engagement Score Total Fan Posts

168 3,902

Total Posts Brand Response Rate

435 0.03%

Total Likes Avg. Reply Time

1,028,775 20 hrs, 44 mins

Total Comments General Sentiment

16,171 Neutral

Total Shares

129,465

BRAND POSTS FAN POSTS

Brand Overview

6,990K

7,000K

7,010K

7,020K

7,030K

7,040K

7,050K

7,060K

7,070K

7,080K

7,090K

1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec

Fan Growth

Total Fans

7,076,329

New Fans

52,652

Engagement

0

250

500

750

1,000

Harley-Davidson had an average engagement score of 168 and a highest of 778.

Community Analysis

Harley-Davidson fans are mostly Older, Male and Attached. Harley-Davidson fans are largely from United States followed by India.

Fan Demographics Distribution of Fans

56%

44%

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 500K 1,000K 1,500K 2,000K 2,500K 3,000K

United States

India

Brazil

Mexico

Canada

Italy

Germany

France

Indonesia

Bulgaria

0

2

4

6

8

10

12

14

16

18

20


Brand Posts

Top keywords used Frequency

Harley-Davidson 130

HDCustomKings 84

bike 44

H-D Screamin 31

Hines rider Andrew

Hines

29

1%

99%

Brand Participation Brand Non Participation

75%

3%

22%

Posititve Negative Neutral

Brand Posts - Engagement

Harley-Davidson responded to 3 conversations generated by the 435 Posts they published.

Harley-Davidson receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

27-NOV-15, FRI 9:00AM

No screaming kids or crowded malls. Let them have their #BlackFriday and leave the gift giving to Bi ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

963 8,411 229 8,938 Positive

03-OCT-15, SAT 11:00AM

Photo of the Day: Hitched at Sturgis.

08-NOV-15, SUN 11:00AM

Photo of the Day: Wild Custom.

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

895 28,414 427 3,711 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

786 13,580 369 3,095 Positive

NO IMAGE NO IMAGE NO IMAGE

http://www.facebook.com/20060875764/posts/10153319496010765



Brand Posts - Analysis

Brand Post Types Days of the week

0 100 200 300 400 500

0 100 200 300 400 500 600

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 20 40 60 80 100

0 100 200 300 400

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score

Engagement Score Number of Posts

Top Keywords Used Frequency

Harley-Davidson 2880

post 765

bike 251

new 209

motorcycle 171

User Posts

0

20

40

60

80

100

120

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

Harley-Davidson responded to 1 conversations generated by the 3,902 Posts fans published.

Harley-Davidson appears to participate more when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

0%

100%

Brand Participation Brand Non Participation

22%

3%

75%

Posititve Negative Neutral

Analysis of

Harley DavidsonTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

305,732 11,892 4.05% United States

Harley Davidson@harleydavidson

Engagement Score

402

Total Proactive Tweets

273

Retweets Total

31

Favorites Total

58,724

Total Mention

9,321

Total Retweets

27,497

BRAND TWEETS USER TWEETS

Brand Overview

286K

288K

290K

292K

294K

296K

298K

300K

302K

304K

306K

308K


Follower Growth

Total Followers

305,732

New Followers

11,892

1K

1K

1K

1K

1K

1K

1K


Followee Growth

Total Followees

1,346

New Followees

15

Engagement

0

250

500

750

Harley Davidson had an average engagement score of 402 and a highest of 621.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

273 31

James A's #Iron883 looking proper with its café stance.

Favorite if you'd do-the-ton on this #Iron..

21-Nov-15, Sat 03:00PM

ENGMT. FAV. REPLIES RETWEETS

725 599 18 243

Top Engaging Tweets

Let them have their #BlackFriday. Leave the gift giving to Biker

Claus. https://t.co/tcMQg534WB

htt..

John T. showing off his custom #FortyEight.

Favorite if you'd take this #FortyEight out on a rip...

27-Nov-15, Fri 10:28AM


683 295 12 242

12-Dec-15, Sat 03:10PM


673 540 8 214

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/harleydavidson/status/668157149348933632



Posts with Hashtags engage the best. Those with Mentions are the most frequent

0 50 100 150 200 250 300

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

0 10 20 30 40 50 60 70 80 90

0 2000 4000 6000 8000 10000 12000

#photooftheday*

#potd*

#hdstreet*

#harleydavidson*

#hdcustomkings*

#rushmore*

#americanheroes*

#harley*

#streetglide*

#iron883*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

50

100

150

200

250

300

350

400

450

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

photooftheday potd hdstreet harleydavidson hdcustomkings

Spread of Hashtags by day

0 100 200 300 400 500 600

#harley*

#iron883*

#hdcustomkings*

#hdstreet*

#streetglide*

#rushmore*

#potd*

#harleydavidson*

#americanheroes*

#photooftheday*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.0%

0

20

40

60

80

100

120

140

160

180

200

1-O

ct

3-O

ct

5-O

ct

7-O

ct

9-O

ct

11-O

ct

13-O

ct

15-O

ct

17-O

ct

19-O

ct

21-O

ct

23-O

ct

25-O

ct

27-O

ct

29-O

ct

31-O

ct

2-N

ov

4-N

ov

6-N

ov

8-N

ov

10-N

ov

12-N

ov

14-N

ov

16-N

ov

18-N

ov

20-N

ov

22-N

ov

24-N

ov

26-N

ov

28-N

ov

30-N

ov

2-D

ec

4-D

ec

6-D

ec

8-D

ec

10-D

ec

12-D

ec

14-D

ec

16-D

ec

18-D

ec

20-D

ec

22-D

ec

24-D

ec

26-D

ec

28-D

ec

30-D

ec

Men

tio

ns a

nd

Rep

lies

Replies Mentions

Customer Service

0

200

400

600

800

1000

1200

1400

1600

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

100

200

300

400

500

600

700

800

900

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

Total number of Retweets : 27,497

0

100

200

300

400

500

600

700

800


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 9,321

0

20

40

60

80

100

120

140

160

180

200


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

Marvel Entertainment 3,554,281 6

UFC 3,376,051 1

Bloomberg Business 3,020,850 4

India Today 2,414,507 1

Foo Fighters 2,325,966 1

TOP 5 INFLUENCERS

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