John Deere's social media performance from October to December 2015 is analyzed. On Facebook, John Deere gained 69,192 new fans and had an average engagement score of 395. On Twitter, it gained 5,861 new followers and had an engagement score of 190. Posts with hashtags and photos received the most engagement. Customer service responses were mostly positive or neutral. The report was generated using Unmetric's reporting tools.

1. John Deere
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of John Deere Twitter

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

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4. Analysis of
John Deere
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
2,586,375 69,192 2.75% Worldwide
Mostly Young, Male and
Attached.
John Deere

6. Engagement Score Total Fan Posts
395 818
Total Posts Brand Response Rate
47 4.40%
Total Likes Avg. Reply Time
159,590 3 days, 7 hrs, 32 mins
Total Comments General Sentiment
2,196 Neutral
Total Shares
14,076
BRAND POSTS FAN POSTS
Brand Overview

7. 0K
500K
1,000K
1,500K
2,000K
2,500K
3,000K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
2,586,375
New Fans
69,192

8. Engagement
0
250
500
750
1,000
1,250
John Deere had an average engagement score of 395 and a highest of 980.

9. Community Analysis
John Deere fans are mostly Young, Male and Attached. John Deere fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
57%
43%
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 200K 400K 600K 800K 1,000K 1,200K
United States
Mexico
Brazil
Canada
Germany
Argentina
France
United Kingdom
Italy

10. 0
1
2
3
4
5
6
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
John Deere booth 9
Fan photo 7
Fall 6
Gator 5
TWEEL 3

11. 9%
91%
Brand Participation Brand Non Participation
65%4%
31%
Posititve Negative Neutral
Brand Posts - Engagement
John Deere responded to 4 conversations generated by the 47
Posts they published.
John Deere receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
26-OCT-15, MON 4:00PM
Save $1,000 USD on a Gator™ XUV825i:
http://bit.ly/1N2Ymaz
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 76,343 888 7,536 Positive
27-OCT-15, TUE 6:34PM
Nothing beats a cool Fall day working on
your 1 Family tractor.
19-OCT-15, MON 4:00PM
Leaves' colors change, but John Deere
green never fades.
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
983 32,609 465 1,955 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
873 18,369 206 799 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30 35
0 100 200 300 400 500 600
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10 12
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. Top Keywords Used Frequency
John Deere 507
post 129
tractor 68
john 34
9620 Jiří 31
User Posts
0
5
10
15
20
25
30
35
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. John Deere responded to 36 conversations generated by the
818 Posts fans published.
John Deere appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
4%
96%
Brand Participation Brand Non Participation
16%
3%
81%
Posititve Negative Neutral

16. Analysis of
John Deere
Twitter Account
Oct 01, 2015 - Dec 31, 2015

17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
113,248 5,861 5.46% Worldwide
John Deere
@JohnDeere

18. Engagement Score
190
Total Proactive Tweets
226
Retweets Total
15
Replies Total
68
Favorites Total
8,286
Total Mention
4,268
Total Retweets
3,673
Response Rate (%)
1.38%
Average Reply Time (mins)
3543
BRAND TWEETS USER TWEETS
Brand Overview

19. 104K
105K
106K
107K
108K
109K
110K
111K
112K
113K
114K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
113,248
New Followers
5,861

20. 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
131

21. Engagement
0
250
500
750
1,000
John Deere had an average engagement score of 190 and a highest of 782.

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
226 15

23. Calvin's parents went above & beyond,
turning his wheelchair into a tractor.
Happy Halloween, indee..
30-Oct-15, Fri 12:31PM
ENGMT. FAV. REPLIES RETWEETS
832 241 7 164
Top Engaging Tweets
Thankful for those who help feed us all.
#thankafarmer
https://t.co/7T6HYRUsWJ
26-Nov-15, Thu 10:05AM
ENGMT. FAV. REPLIES RETWEETS
677 118 1 111
NO IMAGE NO IMAGE

24. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
0 50 100 150 200 250
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

25. 0 2 4 6 8 10 12 14 16 18
0 50 100 150 200 250 300 350 400 450
#deeresighting*
#latelatetoyshow*
#fearthedeere*
#deere*
#greenstartacademy*
#troybilt*
#johndeere*
#harvest15*
#deeremtdcleaver*
#compassion*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

26. 0
50
100
150
200
250
300
350
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
deeresighting latelatetoyshow fearthedeere deere greenstartacademy
Spread of Hashtags by day

27. 0 50 100 150 200 250 300
#latelatetoyshow*
#deere*
#johndeere*
#deeremtdcleaver*
#compassion*
#troybilt*
#fearthedeere*
#deeresighting*
#harvest15*
#greenstartacademy*
Engagement Score
Hashtags - Engagement

28. Average Response Rate : 1.38%
0
50
100
150
200
250
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

29. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
5
10
15
20
25
30
35
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

30. 0
100
200
300
400
500
600
700
800
900
1000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

31. 0
50
100
150
200
250
300
350
400
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 : 3,673
-50
0
50
100
150
200
250
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: 4,268
-50
0
50
100
150
200
250
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
Ganadería y Agro 274,617 1
Content Marketing 173,051 1
Rajan Koshy 154,536 1
Pampers 144,806 1
Crain's Chicago 138,612 1
TOP 5 INFLUENCERS

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