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Santander USA
on Social MediaOct 01 2015 - Dec 31 2015
Cover Image Courtesy of Santander Bank FB
Santander Bank: Social Media Report
This report looks at how
Santander Bank USAperformed on social media between
October 1st – December 31st, 2015
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Analysis of
Santander Bank USFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
70,198 14,418 25.85% United States
Santander Bank US
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
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
Engagement
0
250
500
750
1,000
1,250
Santander Bank US had an average engagement score of 778 and a highest of 1000.
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
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
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
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
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
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
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
Analysis of
Santander Bank USTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
2,831 235 9.05% United States
Santander Bank US@SantanderBankUS
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
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
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
Engagement
0
250
500
750
Santander Bank US had an average engagement score of 201 and a highest of 701.
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
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
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
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
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
Average Response Rate : 45.29%
0
5
10
15
20
25
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
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
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
10
20
30
40
50
60
70
80
90
100
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
20
40
60
80
100
120
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
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
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
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
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
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