USAA Social Media Report For Q4 2015

USAA
Q4 2015
Social Media
Report
Oct 01 2015 - Dec 31 2015

USAA: Social Media Report
In this report, we look at how
USAA performed on social media
between October 1st – December 31st, 2015.

Key Findings
USAA added 63,557 new fans in the period: Oct 1, 2015 to Dec
31, 2015.
In the time analysed, it was posts about #HonorReflectRemember
that engaged best on Facebook, and it was their campaign
#MedalOfHonor that engaged best on Twitter.
The average Banking & Finance Twitter Account from North
America added 1,933Followers in the period, while USAA added
14,164 new followers.

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Analysis of
USAA’s
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
884,668 63,557 7.74%
United
States
USAA

Engagement Score Total Fan Posts
467 3,118
Total Posts Brand Response Rate
116 75.72%
Total Likes Avg. Reply Time
125,012 32 mins
Total Comments General Sentiment
8,420 Neutral
Total Shares
23,619
BRAND POSTS FAN POSTS
Brand Overview

780K
800K
820K
840K
860K
880K
900K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
884,668
New Fans
63,557

Engagement
0
250
500
750
1,000
1,250
USAA had an average engagement score of 467 and a highest of 976.

Community Analysis
USAA fans are largely from United States followed by
Germany.
Distribution of Fans
0K 100K 200K 300K 400K 500K 600K 700K 800K 900K
United States
Germany
Japan
India
Puerto Rico
United Kingdom
Mexico
Italy
Nigeria

0
1
1
2
2
3
3
4
4
5
Brand Posts
Top keywords used Frequency
members 13
military 12
honor 9
Football Army 7
oath 7

62%
38%
Brand Participation Brand Non Participation
85%
5%
10%
Posititve Negative Neutral
Brand Posts - Engagement
USAA responded to 72 conversations generated by the 116
Posts they published.
USAA receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts
09-NOV-15, MON 10:43AM
To #ThoseWhoDared to take the oath to
serve our country, thank you.
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 10,091 354 4,848 Positive
08-NOV-15, SUN 9:00AM
“Our code was never broken by anyone,
even by Navajos.” #ThoseWhoDared
07-DEC-15, MON 3:39PM
December 7, 1941 is a day that will
forever live in infamy. Today, on the 74th
Anniversary of the at ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
999 4,733 150 3,285 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
998 16,354 235 1,724 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
0 100 200 300 400 500 600 700 800
Plain Text
Photos
Links
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Top Keywords Used Frequency
time 547
years 526
bank 472
members 336
today 312
User Posts
0
20
40
60
80
100
120
140
160
180
200
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

USAA responded to 2,361 conversations generated by the
3,118 Posts fans published.
USAA appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
76%
24%
Brand Participation Brand Non Participation
30%
22%
48%
Posititve Negative Neutral

Most of USAA posts were around 'Others', and posts around 'Events/Conferences' received the highest engagement.
Content Intel
0 2 4 6 8 10 12 14 16
0 100 200 300 400 500 600
Banking Plans
Insurance Policy
Brand News
Others
Events…
Careers
Contest/Sweepstakes
Corporate Social…
Ad Campaigns
Events/Conferences
New Promotions
Question
Question to fans
Facebook App
Customer Loyalty…
Like This/Engagement…
Number of Posts
Engagement Score

In USAA Posts about Banking & Finance, Insurance
Tips/Advice posts received the highest engagement.
In USAA Posts about General Happenings, the category
Current Affairs received the highest engagement.
Content Intel
About Banking & Finance About General Happenings
0 10 20 30
0 50 100 150 200
Sector News
Fact
Research…
Others
Insurance Tips/Advice
Question
Banking Advice
Like…
Number of Posts
Engagement Score
0 5 10 15 20
0 500 1000 1500
On Social Media
On Sports
Others
Question
Entertainment
Question to fans
Sports
Festival/Greetings
Technology
Current Affairs
Number of Posts
Engagement Score

Campaign Intel – 3 most recent campaigns
Oct 01, 2015 - Dec 31, 2015
0 5 10 15
0 200 400 600 800 1000
#MLKMarch
#VeteransDay
#NavyvsAF
Number of Posts
Engagement Score
0 5 10 15
0 200 400 600 800 1000
#MLKMarch
#VeteransDay
#NavyvsAF
Number of Posts
Engagement Score

Analysis of
USAA’s
TwitterAccount
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
101,508 14,164 16.22% United States
USAA
@usaa

Engagement Score
438
Total Proactive Tweets
241
Retweets Total
17
Replies Total
238
Favorites Total
20,510
Total Mention
8,233
Total Retweets
10,914
Total Replies
0
Response Rate (%)
2.89%
Average Reply Time (mins)
85
Most Engaging
#WhyWeSalute
Most Recent
#MLKMarch
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

80K
85K
90K
95K
100K
105K
Follower Growth
Total Followers
101,508
New Followers
14,164

31K
31K
31K
31K
31K
31K
31K
31K
31K
31K
31K
31K
Followee Growth
Total Followees
31,213
New Followees
-119

Engagement
0
250
500
750
1,000
1,250
USAA had an average engagement score of 438 and a highest of 968.

0
5
10
15
20
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
241 17

To #ThoseWhoDared to take the oath to
serve our country, thank you.
https://t.co/j4ALsywk10
10-Nov-15, Tue 10:17AM
ENGMT. FAV. REPLIES RETWEETS
1,000 2,056 25 1,733
Top Engaging Tweets
Change your profile picture to show your
support for #ThoseWhoDared to
take the oath.
https://t.co..
"Our code was never broken by anyone,
even by Navajos."
#ThoseWhoDared
https://t.co/M5eNDYE8TP
09-Nov-15, Mon 12:04PM
1,000 2,370 108 1,020
08-Nov-15, Sun 10:36AM
1,000 1,070 20 674
NO IMAGE NO IMAGE NO IMAGE

Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
0 100 200 300 400 500 600
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
0 1000 2000 3000 4000 5000 6000 7000
#salutetoservice*
#armynavy*
#thosewhodared*
#whywesalute*
#veteransday*
#goarmy*
#redskins*
#fastcast*
#beatnavy*
#pearlharbor*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
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
salutetoservice armynavy thosewhodared whywesalute veteransday
Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900 1000
#salutetoservice*
#goarmy*
#armynavy*
#thosewhodared*
#redskins*
#beatnavy*
#veteransday*
#whywesalute*
#fastcast*
#pearlharbor*
Engagement Score
Hashtags - Engagement

Average Response Rate : 2.89%
0
100
200
300
400
500
600
700
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

Average Reply Time : 1 hours 25 minutes
0
200
400
600
800
1000
1200
1400
1600
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 For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

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
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 : 10,914
-500
0
500
1,000
1,500
2,000
Retweets of Brand Tweets Brand Tweets
Retweets

Total number of Mentions: 8,233
-100
0
100
200
300
400
500
600
700
Mentions Brand Tweets
Mentions

Influencers
Name Followers Tweets
SportsCenter 24,211,368 1
NFL 15,807,203 2
Forbes 8,306,926 6
MLB 5,378,785 3
Samsung Mobile US 5,295,803 1
TOP 5 INFLUENCERS

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USAA Social Media Report For Q4 2015

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USAA Social Media Report For Q4 2015