Blogworks india auto social index November 2013_Abridged Version

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The automobile industry is one of the most impacted by social media conversations, which have a significant effect on opinion and purchase. Also, given the capital intensive nature of the business, and the criticality of new launches, brand owners are increasingly looking at the social web for marketing and deeper analysis to understand brand and sales impact.

Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to correlate social metrics, consumer sentiment and sales data to provide marketers and brand owners with actionable insights.

Through leaderboards that we have created, the report will help auto brands to monitor their performance vis-à-vis their competitors over a period of time. This monthly report will show online movements in brand conversations and impact.

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Blogworks india auto social index November 2013_Abridged Version

  1. 1. All content copyright Scenario Consulting Pvt. Ltd.
  2. 2. 2
  3. 3. The automobile industry is one of the most impacted by social media conversations, which have a significant effect on opinion and purchase. Also, given the capital intensive nature of the business, and the criticality of new launches, brand owners are increasingly looking at the social web for marketing and deeper analysis to understand brand and sales impact. Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to correlate social metrics, consumer sentiment and sales data to provide marketers and brand owners with actionable insights. Through leaderboards that we have created, the report will help auto brands to monitor their performance vis-à-vis their competitors over a period of time. This monthly report will show online movements in brand conversations and impact. 3
  4. 4. ~ Top brands by mentions ~ Top brands by Brand Vibrancy Index (BVI) ~ Top nameplates by categories ~ Rank by total mentions ~ Buy a copy of the paid report today to also see: ~ How sentiment has shifted for your brand over time ~ How vibrant your brand is, in comparison to your competitors ~ Top nameplates by categories ~ Rank by Brand Vibrancy Index ~ Top-ranked categories by volume of mentions and Brand Vibrancy Index ~ For Top 5 most mentioned categories ~ Attributes & sentiment by nameplates ~ Category summaries and key conversation drivers ~ Individual brand dashboard for your brand ~ Brands covered Audi, BMW, Fiat, Ford, Honda, Hyundai, Jaguar, Mahindra, Maruti Suzuki, Mercedes-Benz, Nissan, Skoda, SsangYong Motors, Tata Motors, Toyota and Volkswagen 4
  5. 5. MOST MENTIONED BRAND ~ Tata Motors continued to be the most mentioned brand on social media in November 2013. ~ Nissan climbed 7 positions to be at the 2nd position and Honda climbed 11 positions to be at the 3rd position in November 2013. BRAND VIBRANCY INDEX (BVI) ~ The Jaguar F-Type Coupe making a debut at the Global Motor Show in Los Angeles and Tokyo and the Jaguar Land Rover celebrating the production of the 1,000,000th Jaguar Land Rover vehicle at its Halewood advanced manufacturing facility, drove positive mentions for the brand. Conversations around these stories led to Jaguar becoming the most vibrant brand in November 2013. ~ Toyota leveraged #WelcomeIndiasNo1 contest on Twitter, to promote the newly launched Toyota Innova facelift. The activation saw high participation from people leading the brand to jump 10 positions, to be at the 4th position by the Brand Vibrancy Index in November 2013. MONTHLY SENTIMENT BY BRAND ~ Tata Motors: Negative sentiment increased for Tata Motors. Tata Nano contributed to 70% of the negative mentions for the brand. ~ Nissan: Nissan saw an increase in positive mentions by 25% and a decrease in negative mentions by 4% compared to October 2013 . These mentions were generated around ‘Ride Experience/Performance’, ‘Looks/Design’ and ‘Features’. ~ Honda: Positive mentions witnessed an increase in November as compared to October. Honda City’s upcoming January launch of the Honda City's diesel variant resulted in positive mentions for the brand. 5
  6. 6. TOP CATEGORY ~ SUV ~ ~ ~ ~ SUV was the most mentioned category in November 2013. SUVs from Nissan and Tata Motors had the highest share of positive mentions in November as compared to October; Renault and Mahindra had the highest share of negative mentions. Nissan Terrano had the highest share of mentions for ‘Customer Care/Service’, ‘Engine Specification/Power’, ‘Features’, ‘Fuel Economy/Mileage’, ‘Looks/Design’ and ‘Ride Experience’. ‘Features’ churned positive mentions with people appreciating the spaciousness and the headlights of the vehicle. ‘Looks/Design’ also drew positive mentions as people perceived it as the ‘real SUV’ comparing its design with the Renault Duster and the Ford EcoSport. SMALL HATCHBACK ~ ‘Looks/Design’ and ‘Features’ were not only the most mentioned but also most positively mentioned themes in this category. ~ Tata Nano was the most mentioned nameplate in this category. ‘Features’ generated the highest share of positive mentions as people appreciated the vehicle’s new interiors followed by ‘Looks/Design’ as people appreciated the newly launched version of Tata Nano. ~ Positive mentions of Maruti Alto and its competitor, Hyundai EON were observed which helped both the vehicles to jump up by the BVI rank in November 2013. The positive mentions were around the vehicles being highly affordable, compact and fuel-efficient. 6
  7. 7. TOP CATEGORY ~ BIG HATCHBACK ~ Tata Vista was the most mentioned vehicle in this category in November with maximum positive mentions around ‘Features’ as people appreciated the spy shots of the 2014 version, sporting projector headlights. ~ Fiat Grande Punto drove high positive mentions. ‘Looks/Design’, ‘Engine Specification/Power’, ‘Ride Experience/Performance’ and ‘Customer Care/Service’ were the themes which generated high positive mentions for the vehicle in this category. ~ EXECUTIVE SEDAN ~ The newly launched Skoda Octavia drove mentions for its ‘Features’. Positive mentions were around ‘The Australasian New Car Assessment Program’ awarding Octavia a 5 star safety rating. ~ Mentions by ‘Owners’ on Honda Civic’s poor performance while driving the vehicle contributed to negative mentions for the category. 7
  8. 8. TOP CATEGORY ~ MUV/MPV ~ Toyota Innova continued to be the highest contributor to the overall volume of mentions. Toyota leveraged #WelcomeindiasNo1 contest on Twitter, to promote the newly launched Toyota Innova facelift. ~ Nissan Evalia had high positive mentions under all themes. Nissan Evalia’s facelift with a new front which was tested in China drove the highest positive mentions for the car under ‘Features’. ~ Nissan Evalia and Toyota Innova had the highest share of positive mentions in November 2013; Chevrolet Tavera had the highest share of negative mentions in this category. ~ MID-SIZE SEDAN ~ The 4th generation Honda City's diesel variant launch, scheduled in January drove mentions for the brand in this category. ~ The positive mentions for the category Mid-size Sedan revolved around the ‘Looks/Design’ and ‘Ride Experience/Performance’ while its ‘Customer Care/Servicing’ drew the most negative mentions. ~ Honda’s Amaze and City were both talked about positively in November 2013. They both benefitted from the brand-led activation #HangoutwithHonda where people shared their positive experiences with the vehicles. 8
  9. 9. Rank Rank (Nov (Oct Top-5 Most Mentioned Brands Nov 2013 2013) 2013) Rank (Nov 2013) Rank (Oct Top-5 Most Vibrant Brands Nov 2013 2013) 1 1 Tata Motors 1 Outlier Jaguar 2 9 Nissan 2 3 Porsche 3 14 Honda 3 2 Audi 4 2 Toyota 4 14 Toyota 5 3 Maruti Suzuki 5 11 BMW 10
  10. 10. SUV Rank SMALL HATCHBACK Top-5 Most Mentioned Nameplates – SUV MID SIZE SEDAN BIG HATCHBACK Top-5 Most Mentioned Rank Nameplates – Small Hatchback Top-5 Most Mentioned Rank Nameplates – Mid size Sedan Top-5 Most Mentioned Rank Nameplates – Big Hatchback 1 Nissan Terrano 1 Tata Nano 1 Honda City 1 Tata Vista 2 Tata Safari 2 Maruti Suzuki Alto 2 Tata Indigo 2 Fiat Grande Punto 3 Mahindra Scorpio 3 Honda Brio 3 Fiat Linea 3 Maruti Suzuki Ritz 4 Mahindra XUV 500 4 Maruti Suzuki A-Star 4 Honda Amaze 4 Maruti Suzuki Swift 5 Ford EcoSport 5 Hyundai Santro Xing 5 Ford Fiesta 5 Ford Figo Rank Top-5 Most Vibrant Nameplates - SUV 1 Mahindra Thar 1 Maruti Suzuki Grand Vitara 1 Nissan X-Trail 4 Nissan Terrano 5 Honda CR-V Top-5 Most Vibrant Rank Nameplates – Small Hatchback Top-5 Most Vibrant Rank Nameplates – Mid size sedan 1 Chevrolet Beat 1 Hyundai Accent 1 Hyundai EON 2 3 Maruti Suzuki Alto 4 5 Top-5 Most Vibrant Rank Nameplates – Big Hatchback 1 Skoda Fabia Honda City 1 Tata Vista 3 Honda Amaze 3 Hyundai i20 Maruti Suzuki WagonR 3 Ford Fiesta 4 Fiat Grande Punto Tata Nano 5 Fiat Linea 5 Volkswagen Polo 11
  11. 11. EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN Top-5 Most Mentioned Rank Nameplates – Executive Sedan Top-5 Most Mentioned Rank Nameplates – MUV / MPV Top-5 Most Mentioned Rank Nameplates – Sports Cars Top-5 Most Mentioned Rank Nameplates – Luxury Sedan 1 Skoda Octavia 1 Toyota Innova 1 BMW Z4 1 Mercedes C-Class 2 Honda Civic 2 Tata Sumo 2 Audi R8 2 Honda Accord 3 Toyota Corolla Altis 3 Maruti Suzuki Ertiga 3 Jaguar F-Type 3 Audi A4 4 Chevrolet Cruze 4 Chevrolet Tavera 4 Lamborghini Gallardo 4 BMW GT 5 Volkswagen Jetta 5 Mahindra Bolero 5 Lamborghini Aventador 5 BMW 5 Series Top-5 Most Vibrant Rank Nameplates – Executive Sedan Top-5 Most Vibrant Rank Nameplates – MUV / MPV Top-5 Most Vibrant Rank Nameplates – Sports Cars Top-5 Most Vibrant Rank Nameplates – Luxury Sedan 1 Skoda Laura 1 Nissan Evalia 1 Jaguar F-Type 1 Hyundai Sonata 1 Chevrolet Cruze 1 Mahindra Xylo 1 Nissan 370Z 1 Audi A6 1 Hyundai Elantra 1 Maruti Suzuki Eeco 1 Audi TT 1 Volkswagen Passat 4 Toyota Corolla Altis 4 Toyota Innova 1 Porsche 911 1 BMW 3 Series 5 Honda Civic 5 Tata Sumo 1 Ferrari FF 1 BMW 5 Series 12
  12. 12. PREMIUM HATCHBACK Top-5 Most Mentioned Rank Nameplates – Premium Hatchback PREMIUM SUV Top-5 Most Mentioned Rank Nameplates – Premium SUPER LUXURY SEDAN Top-5 Most Mentioned Rank Nameplates – Super HYBRID/GREEN Top-5 Most Mentioned Rank Nameplates – Hybrid / Green Luxury Sedan SUV 1 Volkswagen Beetle 1 Land Rover Range Rover Sport 1 BMW M 1 Toyota Prius 2 MINI Cooper 2 Porsche Cayenne 2 Porsche Panamera 2 Mahindra Reva 3 Mercedes A-Class 3 BMW X5 3 Mercedes S-class 3 Toyota Camry Hybrid 4 MINI Cooper Convertible 4 Toyota Land Cruiser 4 Rolls Royce Phantom 5 Audi Q7 5 Audi A8 Rank Top-5 Most Vibrant Nameplates – Premium Hatchback Top-5 Most Vibrant Rank Nameplates – Premium SUV Top-5 Most Vibrant – Rank Super Luxury Sedan Top-5 Most Vibrant Rank Nameplates – Hybrid / Green 1 Volkswagen Beetle 1 BMW X3 1 Mercedes S-class 1 Mahindra Reva 2 Mercedes A-Class 1 Toyota Land Cruiser 1 Porsche Panamera 2 Toyota Prius 1 Audi Q5 1 BMW 7 Series 1 Audi Q3 1 Jaguar XF 1 Mercedes M-Class 1 Audi A8 13
  13. 13. Rank in Nov 2013 (Oct 2013) 1 (1) 2 (9) 3 (14) 4 (2) 5 (3) 6 (4) 7 (7) 8 (8) 9 (5) 10 (16) 11 (12) 12 (10) 13 (13) 14 (17) 15 (21) 16 (6) 17 (18) 18 (11) 19 (19) 20 (22) 21 (24) 22 (28) 23 (23) 24 (20) 25 (25) 26 (26) 27 (30) 28 (32) 29 (27) 30 (15) 31 (29) 32 (31) 33 (33) 34 (35) 35 (34) 36 (36) BRAND NAME Tata Motors Nissan Honda Toyota Maruti Suzuki Ford Audi Ferrari Mercedes-Benz Mahindra Fiat Hyundai Volkswagen Porsche Jaguar Renault BMW Skoda Chevrolet Rolls Royce Lamborghini MINI Mitsubishi Bentley Bugatti Aston Martin Force Motors Datsun Volvo Land Rover Ssangyong Maybach Maserati Premier Hindustan Motors San Nov-13 Oct-13 18,597 14,528 9,663 9,160 8,708 6,966 6,911 5,014 4,131 3,595 3,588 3,567 2,714 2,641 1,910 1,741 1,388 1,374 969 782 722 604 552 524 433 402 264 250 216 170 80 52 46 7 6 1 16,140 4,887 3,143 9,088 8,361 7,657 5,501 5,044 7,118 2,707 3,818 4,607 3,212 1,867 1,082 5,610 1,512 3,858 1,419 859 746 271 826 1,286 670 625 172 117 575 2,738 190 153 74 17 68 1 % difference in volume of mentions 15% 197% 207% 1% 4% -9% 26% -1% -42% 33% -6% -23% -16% 41% 77% -69% -8% -64% -32% -9% -3% 123% -33% -59% -35% -36% 53% 114% -62% -94% -58% -66% -38% -59% -91% 0% Tata Motors: Tata Motors continued to be the most mentioned brand on social media in November 2013. High mentions for the brand were due to brand-led activations such as #TataSafarion24, #Mission24 contests by Tata Safari and the #NanoAwesomenessLive contest by Tata Nano which witnessed high participation thereby driving conversations. Nissan: Nissan climbed 7 positions to be at the 2nd position and Honda climbed 11 positions to be at the 3rd position in November2013. The high mentions for Nissan were contributed by the #PowerfulPresence contest by Nissan Terrano Honda: The upcoming January launch of the Honda City's diesel variant drove mentions for Honda By % change in volume of mentions BRAND NAME % difference from previous month Top gainer Honda +207% Top loser Land Rover -94% By rank BRAND NAME Difference in rank Top gainer Honda +11 Top loser Land Rover -15 15
  14. 14. November 2013 Brand name Positive Neutral October 2013 Negative Positive Neutral Negative Tata Motors 57% 12% 31% 66% 22% 12% Nissan 75% 7% 17% 50% 29% 21% Honda 68% 12% 20% 50% 23% 27% Toyota 89% 0% 11% 46% 23% 31% Maruti Suzuki 48% 20% 32% 50% 22% 28% Ford 50% 17% 33% 50% 36% 14% Audi 84% 9% 6% 82% 14% 5% Ferrari 67% 33% 0% 50% 50% 0% Mercedes-Benz 54% 27% 19% 86% 14% 0% Mahindra 39% 21% 40% 45% 38% 17% Fiat 60% 13% 27% 67% 20% 13% Hyundai 64% 8% 28% 62% 26% 13% Volkswagen 61% 7% 31% 39% 32% 30% Porsche 87% 13% 0% 71% 29% 0% Jaguar 100% 0% 0% 86% 14% 0% Renault 54% 7% 40% 35% 51% 14% BMW 74% 17% 9% 38% 59% 3% Skoda 71% 0% 29% 22% 67% 11% Chevrolet 70% 10% 20% 18% 45% 36% Tata Motors: Tata Nano was the highest contributor of mentions for Tata Motors. While 13% of the Nano mentions were positive, a 36% of the mentions were negative in sentiment. The negative mentions were around the overall brand perception of the Nano. Nissan: ‘Features’ was the key driver of positive mentions for Terrano with people appreciating the spaciousness and the headlights of the vehicle. ‘Looks/Design’ also drew positive mentions as people perceived it as the ‘real SUV’ comparing its design with the Renault Duster and the Ford EcoSport Honda: The positive mentions were primarily around the Twitter contest #hangoutwithhonda - an initiative by Honda to connect with auto enthusiasts and motoring fans * Arrow sign shows the impact of the shift in sentiment compared to previous month 16
  15. 15. All content copyright Scenario Consulting Pvt. Ltd. 17
  16. 16. ~ The report currently considers 37 four wheel consumer segment vehicle brands. ~ All publicly available data from channels like Twitter, forums, blogs, mainstream media, YouTube, Flicker and Facebook were tracked for the month of November 2013. Given that most Facebook conversations happen on closed personal networks, tracking them is not possible. Hence their percentage is very tiny in overall mentions. ~ All nameplates of brands featured in the below-mentioned categories were considered. Newly announced nameplates are also considered in the report. Category Hatchback Sedan SUV/MUV/LMV and offroad Other Sub-category Small hatchback Big hatchback Premium hatchback Mid-size sedan Executive sedan Luxury sedan Super luxury sedan SUV & offroad Premium SUV MUV/MPV Sports car Hybrid/Green 84
  17. 17. ∼ All 12 categories of cars were considered for the attribute study. A sample of 1000 mentions each month were taken for the thematic study. ∼ Publicly available data with the region filter ‘India’ reflected very low volume of mentions on Facebook. Hence we did not consider Facebook data for the sample. 85
  18. 18. We have made all efforts to keep the report error free. Please do point out any errors that you may notice and we will incorporate your insights in future editions. Please write to us at reports@blogworks.in with the subject line ‘corrections’. ABOUT BLOGWORKS Driven by purpose and meaning, Blogworks helps global brands and organisations strategically leverage social media to draw insights, engage stakeholders in conversations, build communities, and co-create for business impact. Visit us at www.blogworks.in. Connect with us at conversations@blogworks.in 20
  19. 19. www.blogworks.in All content copyright Scenario Consulting Pvt. Ltd. 21

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