Chinese Automotive Brand/Model Analysis

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This presentation outlines a social media analysis of 5 car brands in China (Lexus, BMW, Audi, Infinity & Mercedes) and a deeper dive into their models to highlight share of voice, buzz volume, site …

This presentation outlines a social media analysis of 5 car brands in China (Lexus, BMW, Audi, Infinity & Mercedes) and a deeper dive into their models to highlight share of voice, buzz volume, site analysis and geographic spread.

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  • 1. The  Digital  Marke.ng  Experts  Auto Monitor – Chinese Sector Analysis Social Media Analysis of the Chinese Auto Sector 1
  • 2. Brands and Models Brands Monitored: Models Monitored: • Audi • A3 • BMW • BMW 1 Series • Infiniti • G25 • Lexus • Lexus CT200 • Mercedes-Benz • Mercedes-Benz A Class•  Location: China•  Languages: Simplified Chinese & English
  • 3. Daily Volume (All Brands) Men.ons  The overall *mentions represents the total mentions of all automotive brands fromall 9 channels analyzed.Volume of mentions is consistent for most of the month.*One mention referrers to one posting on one of the media channels. An example is a posting on RenRen or Weibo.
  • 4. Share of Voice (All Brands) Share  of  Voice   Geographic  Distribu.on  Share of Voice referrers to the where the mentions of the automotive brands are beingposted. A range of social media is being used to discuss the major automotive brands,particularly Microblogs, BBS/Forms and Social Networks.It is evident in the Map Overlay of China that a majority of the mentions are comingfrom the Eastern coastal cities.
  • 5. Daily Volume (Models) Men.ons  The overall mentions represents the total mentions of the 5 automotive models fromall 9 channels searched.Volume of mentions is consistent for most of the month.
  • 6. Share of Voice (Models) Share  of  Voice   Geographic  Distribu.on  A range of social media is being used to discuss the 5 monitored automotive models,particularly Portals, Social Networks and BBS/Forums.It is evident in the Map Overlay of China that a majority of the mentions are comingfrom the Eastern Coastal Cities.
  • 7. Auto Scorecard (Models) Auto  Scorecard  The auto scorecard ranks the 5 automotive models based on a defined criteria list.1.  Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy2.  Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money3.  Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety4.  Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness5.  Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
  • 8. Auto Maker Deep Dive
  • 9. BRAND   Audi – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on  the  eastern   ci.es   Site  Analysis  •  SOV  spread  through  Portals,  Microblogs,  Social   Networks  &  BBS     Geographic  Distribu.on   Share  of  Voice  
  • 10. Model   Audi A3 – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on  the   eastern  ci.es.  With  a  high  intensity  in   Site  Analysis   Beijing  and  Shanghai  •  SOV  spread  through  Portals,  Social   Networks  &  BBS    •  High  number  of  men.ons  from   douban.com   Geographic  Distribu.on   Share  of  Voice  
  • 11. BRAND   BMW – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on   the  eastern  ci.es   Site  Analysis  •  SOV  spread  through  Portals,   Microblogs,  Social  Networks  &  BBS  •  High  percentage  of  men.ons  from   douban.com     Geographic  Distribu.on   Share  of  Voice  
  • 12. Model   BMW 1 Series – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on  the   eastern  ci.es.  With  a  high  intensity  in   Beijing  and  Shanghai   Site  Analysis  •  Surprising  low  SOV  from  Microblogs   and  Social  Media,  Ranked  higher  from   Portals  and  BBS/Forums  •  High  number  of  men.ons  from   douban.com   Geographic  Distribu.on   Share  of  Voice  
  • 13. BRAND   Infiniti – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on   the  eastern  ci.es   Site  Analysis  •  SOV  spread  through  Portals,   Microblogs,  Social  Networks  &  BBS  •  Popular  site  douban.com     Geographic  Distribu.on   Share  of  Voice  
  • 14. Model   Infiniti G25 – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on  the   Site  Analysis   eastern  ci.es.  With  a  high  intensity  in   Beijing  and  Shanghai  •  SOV  spread  through  Portals,  Social   Networks  &  BBS    •  High  number  of  men.ons  from   douban.com   Share  of  Voice   Geographic  Distribu.on  
  • 15. BRAND   Lexus – Deep Dive Men.ons  •  Geographic  distribu.on   focused  on  the  eastern  ci.es  •  SOV  spread  through  Portals,   Site  Analysis   Microblogs,  Social  Networks   &  BBS/Forums  •  Strong  focus  on  douban.com   Geographic  Distribu.on   Share  of  Voice  
  • 16. Model   Lexus CT200 Deep Dive Men.ons  •  Geographic  distribu.on  focused  on  the   eastern  ci.es.  With  a  high  intensity  in   Site  Analysis   Beijing  and  Shanghai  •  SOV  spread  through  Portals,  Social   Networks  &  BBS  /Forums  •  Even  distribu.on  from  a  number  of   popular  sites   Geographic  Distribu.on   Share  of  Voice  
  • 17. BRAND   Mercedes-Benz – Deep Dive Men.ons  •  Geographic  distribu.on  focused  on  the   eastern  ci.es   Site  Analysis  •  SOV  spread  through  Portals,  Microblogs,   Social  Networks  &  BBS/Forums    •  Strong  voice  from  douban.com   Geographic  Distribu.on   Share  of  Voice  
  • 18. Mercedes-Benz A Class – Deep Dive Men.ons  Model  •  Geographic  distribu.on  focused  on  the  eastern   Site  Analysis   ci.es.  With  a  high  intensity  in  Beijing  and   Shanghai  •  SOV  spread  through  Portals,  Social  Networks  &   BBS/forums  •  High  number  of  men.ons  from  seller.cheshi.com   Geographic  Distribu.on   Share  of  Voice  
  • 19. Auto Maker & Model Rankings
  • 20. Ranking the Brands- TotalBMW  and  Mercedes-­‐Benz  ranked  highly  in  the  overall  brand  men.ons  on  sites  within  China.   Audi,  Infini.  and  Lexus  all  ranked  lower  but  with  similar  percentages.   BMW  was  the  standout  brand  with  21.68%  of  all  men.ons.  
  • 21. Ranking the Model - TotalsThe  Audi  A3  was  by  far  the  standout  when  comparing  the  men.ons  for  the  models,  with  70.3%   The  men.ons  used  for  this  comparison  were  derived  primarily  from  well  known  Chinese  Auto   BBS  Forums  
  • 22. SummaryFrom review the 5 leading car Brand, BMW and Mercedes-Benz were both popularbrands with Chinese online users. However, •  BMW was the standout Brand with 21.68% of all mentionsWhen we analyzed the social media channels relating specifically to various carmodels we could see an inconsistency. The Audi A3 had significantly more onlinechatter related to this model however the Audi Brand did not fair as well compared toother car manufactures. •  The Audi A3 was by far the standout when comparing the mentions for all models taking a 70.3% shareThe Auto Scorecard provides a means to compare various car features and determinea relative ranking. The leaders for the features are: •  Fuel Economy: Lexus CT200h •  Value For Money: BMW 1 Series •  Safety: Mercedes-Benz A Class •  Sportiness: BMW 1 Series •  Quietness: Mercedes-Benz A Class
  • 23. Social Analytic CoverageWhere do we get our information?Digital Jungle utilizes the Social Intelligence Platform (SIP) developed bySinoTech Group (www.sinotechgroup.com.cn), the software was developed bytop engineers familiar with both international and Chinese social media. China hasover 475 million online users creating a wealth of content across blogs, microblogsand social networks.Through advanced proprietary technology SIP is able to monitor conversationand analyze sentiment in multiple languages for the Automotive industry.We can intelligently discover and monitor what people are saying about thebiggest automotive brands operating in China and then present this in easyto understand graphical format.•  Offered in over 10 languages•  Covers 9 channels, Social Media, BBS/Forum,•  Microblogs, SNS + more•  Global reach and Expert in China metrics•  Precise sentiment and trend analysis
  • 24. Thank You! Dr Mathew McDougall| matt@digitaljungle.com.cn Follow on Twitter Email@digitaljunglecn info@digitaljungle.com.cnConnect on Linkedin Presentations on SlideSharewww.linkedin.com/company/digital- www.slideshare.net/digitaljunglejungleCommunity on Facebook Websitewww.facebook.com/digitaljungle www.digitaljungle.com.cn