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Car brands benchmark report

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Sample part of a benchmark report TribalCafe was commissioned to undertake by a key brand in the car sector …

Sample part of a benchmark report TribalCafe was commissioned to undertake by a key brand in the car sector
Kindly allowed by client to release this sample set of slides

Published in: Business, Technology

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  • 1. Use of Social Media in the Car SectorCAR BRANDSUK BENCHMARK REPORT(SECTION ONLY FOR PUBLIC)
  • 2. STRUCTURE• Car Brands – Key Points• Car Brands – Walkthroughwww.tribalcafe.co.uk
  • 3. Car Brands Review of Social Media Facebookwww.tribalcafe.co.uk
  • 4. CAR BRANDS – GLOBAL PICTURE AUDI BMW FORD VAUXHALL (GM) VOLKSWAGEN PEUGEOT NISSAN HONDA MERCEDES BENZ Global Facebook page Fans 5,329,603 10,208,082 1,526,191 386,881 420,166 633,828 914,414 2,098,403 7,531,330 People talking about 142,642 212,031 14,417 4,351 10,579 5,315 20,684 14,569 137,373 2.68% 2.08% 0.94% 1.12% 2.52% 0.84% 2.26% 0.69% 1.82% Twitter (followers) 242,663 56,105 133,575 58,714 20,450 9,663 74,614 49,718 24,857 Google+ 9,667 634,083 786,160 96,658 658,239 1,661 659,136 489 616,248 YOUTUBE GLOBAL gm blog channel Global Youtube Channel views 11,772,893 43,473,787 5,053,545 3,251,116 112,457,083 13,369,069 12,664,294 39,884,141 17,126,460 Global subscribers 86,693 59,295 61,683 1,752 35,405 3,998 6,503 61,814 33,223 & share of new car registrations source: Mintel Car Retailing 2010 4.90% 5.40% 13.80% 12.20% 8.60% 5.40% 4.40% 3.10% 3.70% • Not all brands are building on social media successfully despite their scale • Share of market doesn’t correlate to investment in social media • Winning players are BMW, Ford (Ford have 10M on Facebook through local pages) Honda and Mercedes Benz • General Motors (Vauxhall) have pulled their Facebook ad budget $10M p/y and are only spending $30M maintaining their pages (source FT) • Integrating channels is vital to success – YouTube/Video is key driver for brand awarenesswww.tribalcafe.co.uk
  • 5. CAR BRANDS – LOCAL PICTURE AUDI UK BMW UK FORD UK VAUXHALL UK VOLKSWAGEN PEUGEOT UK NISSON UK HONDA UK& share of new car registrationssource: Mintel Car Retailing 2010 4.90% 5.40% 13.80% 12.20% 8.60% 5.40% 4.40% 3.10%Facebook fans 140260 174158 97083 13224 132745 20526 6,095 17,071Talking About This 9608 3567 3073 716 3946 296 197 316% talking about this 6.85% 2.05% 3.17% 5.41% 2.97% 1.44% 3.23% 1.85%Facebook Tabs 7 12 5 8 9 11 5 4 • There are inconsistencies in how social media is being used by the brands • Size or share of market doesn’t equal better performance • Large variation between winners and losers • Most are not using Facebook apps • Many have not moved to fully harnessing functionality of Facebookwww.tribalcafe.co.uk
  • 6. CAR BRANDS – SCALE COUNTS 90.00 80.00 70.00 60.00 50.00 40.00 Average of Comments 30.00 Average of Share 20.00 10.00 0.00 • Scale improves reach and provides subsequent higher levels of shares • Brands struggling to get content shared • Staying ‘on brand’ matters and is critical for successwww.tribalcafe.co.uk
  • 7. ENGAGEMENT AS % OF TOTAL FANS 0.350% 0.300% 0.250% 0.200% 0.150% 0.100% Avg no of likes as % of fans 0.050% Avg no of comments as % of fans 0.000% Avg no of shares as % of fans AUDI UK BMW UK FORD UK VAUXHALL UK VOLKSWAGEN PEUGEOT UK NISSON UK HONDA UK& share of new car registrationssource: Mintel Car Retailing 2010 4.90% 5.40% 13.80% 12.20% 8.60% 5.40% 4.40% 3.10%FACEBOOKFacebook fans 140260 174158 97083 13224 132745 20526 6,095 17,071Talking About This 9608 3567 3073 716 3946 296 197 316% talking about this 6.85% 2.05% 3.17% 5.41% 2.97% 1.44% 3.23% 1.85%Facebook Tabs 7 12 5 8 9 11 5 4 • Large brands are finding it hard to scale engagement • Smaller fan sizes benefit from early stages of growthwww.tribalcafe.co.uk
  • 8. CAR BRANDS–SUMMARY OF MAY May Activity AUDI BMW FORD VAUXHALL (GM) VOLKSWAGEN PEUGEOT NISSAN HONDA Avg no of likes 200 266 137 32 382 42 9 41 Avg no of likes as % of fans 0.143% 0.153% 0.141% 0.242% 0.288% 0.205% 0.148% 0.240% Avg no of comments 22 16 57 11 85 8 1 19 Avg no of comments as % of fans 0.02% 0.01% 0.06% 0.08% 0.06% 0.04% 0.02% 0.11% Avg no of shares 18 20 12 3 35 4 1 5 Avg no of shares as % of fans 0.01% 0.01% 0.01% 0.02% 0.03% 0.02% 0.02% 0.03% Total posts (May) 27 26 34 38 21 14 24 26 No of days content posted 20 21 23 26 19 11 19 22 Avg no of posts per day 1.35 1.24 1.48 1.46 1.11 1.27 1.26 1.18 • BMW and Volkswagen had an integrated social media across their advertising campaign in May driving high levels of engagement • Activities relating to events e.g. Racing achieved high levels of engagement • Posts that were highly news worthy and ‘on brand’ received highest levels e.g. new car launcheswww.tribalcafe.co.uk
  • 9. CAR BRANDS – USE OF MEDIA High use of Balanced Too much text video • Large brands are finding it hard to scale engagement • Smaller fan sizes benefit from early stages of growthwww.tribalcafe.co.uk
  • 10. CAR BRANDS – MEDIA ENGAGEMENT • Pictures and Video drive likes • Pictures and Video also drive comments • Video is better for shares• These findings are consistent with research by Track Social http://tracksocial.com/article_methodology-tracksocialwww.tribalcafe.co.uk
  • 11. FACEBOOK UK DEMOGRAPHICS Main demographic group by brand page AUDI BMW FORD VAUXHALL (GM) VOLKSWAGEN PEUGEOT NISSAN HONDA 18-24 and 35-44 18-24 years old 18-24 years old years old 18-24 years old 18-24 years old 18-34 years old 35-44 years old 18-24 years old Social networking statistics show that Facebook penetration in United Kingdom is 50.39% compared to the countrys population and 61.07% in relation to number of Internet users. The total number of FB users in United Kingdom is reaching 31415640 and grew by more than 945240 in the last 6 months.www.tribalcafe.co.uk
  • 12. ENGAGEMENT AND DAY OF THE WEEK 300 250 200 150 Average of Share Managing Average of Comments social media 100 Average of Likes isn’t Monday - 50 Friday 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday • Scale improves reach and provides subsequent higher levels of shares • Brands struggling to get content shared • Staying on brand matters critical for successwww.tribalcafe.co.uk
  • 13. CAR BRANDS – USE OF TWITTERTWITTER @audiuk @BMWGroup @forduk @vauxhall @ukvolkswagen @PeugeotNews @NissanUKPR @Honda_UK @MercedesBenzUKNo. of followers 16342 55878 19363 5958 7409 7517 5358 16992 33332No. following 161 38 3083 2805 621 223 1196 1989 4722No of tweets 621 2805 2190 1267 1068 900 1077 1889 2623Posts per day 0.6 0.9 2.2 0.9 1.7 1.7 1.1 1.6 1.8YOUTUBE UKViews 2,611,869 4,114,892 3,034,771 2,209,956 3,087,602 1,513,238 1,530,713 2,187,918 743,701Subscribers 11,638 1,272 1,536 1,062 757 1,371 791 1,613 327 • Brands are using Twitter but mostly as a service line or to push out brand messages • There are opportunities to improve levels of engagement on Twitter and develop a more integrated approach • Mercedes has the best engagement rates e.g. A Class hashtag #NewGeneration integrated with Spotify.com featured ad and using virtual reality app http://www.aurasma.com/ • For all car brands the use of YouTube and visual promotions is critical. Mercedes has a poor localisation strategy at present but rapidly improving.www.tribalcafe.co.uk
  • 14. A Visual Walkthrough Visual Review of Facebookwww.tribalcafe.co.uk
  • 15. AUDI GLOBAL All of the major brands are investing heavily in digital integration of their media contentwww.tribalcafe.co.uk
  • 16. AUDI GLOBAL People Talking Typical profile About This of consumers = Engagementwww.tribalcafe.co.uk
  • 17. AUDI Posts that are complex and involved – low engagement Visual posts that are ‘on brand’ create high levels of engagementwww.tribalcafe.co.uk
  • 18. BMW GLOBALwww.tribalcafe.co.uk
  • 19. BMW GLOBAL Product launches received highest levels of likes, comment s and shareswww.tribalcafe.co.uk
  • 20. BMW UK #goldencar – used on Twitter BMW used integrated campaigns across social media https://golden.bmw.co.uk On brand, visual and performance focusedwww.tribalcafe.co.uk
  • 21. BMW UK Posts that were clearly off brand – Golf! gain little traction On brand posts get a high level of responsewww.tribalcafe.co.uk
  • 22. FORD GLOBAL Ford have a suite of apps from magazines to entertainment that useful tool setwww.tribalcafe.co.uk
  • 23. FORD GLOBAL Ford have a command and control centre but have also deployed local pages and social media management. They have the one of the best social media integrations across the web.www.tribalcafe.co.uk
  • 24. FORD GLOBAL SOCIAL They have a dedicated social site that involves the customer at every level: - Blogs - Consumer stories and input - Multiple media sources and ways for consumers to interact with their digital assetswww.tribalcafe.co.uk
  • 25. FORD UK Ford use consistently look for ways to involve customers and experiment Brand is present and on target to audiencewww.tribalcafe.co.uk
  • 26. FORD UK Good levels of engagement Questions asked combined with visual supportwww.tribalcafe.co.uk
  • 27. GENERAL MOTORS (VAUXHALL) General Motors at every level shows poor investment in social media and investment in integrating it into the websites or campaignswww.tribalcafe.co.uk
  • 28. VAUXHALL Pushing and selling ads creates little interest Good posts contrast sharply with bad ones 4th post of the day!www.tribalcafe.co.uk
  • 29. VAUXHALL Complaints happen – but should be responded to quickly Poor posts and moderationwww.tribalcafe.co.uk
  • 30. VOLKSWAGEN GLOBALwww.tribalcafe.co.uk
  • 31. VOLKSWAGEN GLOBAL Integrating offline and online at every levelwww.tribalcafe.co.uk
  • 32. VOLKSWAGEN Volkswagen regularly look for customer involvement and engagement but on brandwww.tribalcafe.co.uk
  • 33. VOLKSWAGEN 637 One of the only brands to 184 use a poll 188 49 410www.tribalcafe.co.uk
  • 34. VOLKSWAGEN When social media blows up you need to have an open and clear policy – just deleting stuff can go badly wrong Managing brand reputation is a vital part of understanding what customers are saying about you.www.tribalcafe.co.uk
  • 35. PEUGOT GLOBALwww.tribalcafe.co.uk
  • 36. PEUGEOT GLOBAL Linking to any sports or racing creates a clear engagement if on brandwww.tribalcafe.co.uk
  • 37. PEUGEOT UK On brand winswww.tribalcafe.co.uk
  • 38. PEUGEOT UK On brand winswww.tribalcafe.co.uk
  • 39. NISSAN GLOBAL One of the few brands using Pinterestwww.tribalcafe.co.uk
  • 40. NISSAN GLOBALwww.tribalcafe.co.uk
  • 41. NISSAN UKwww.tribalcafe.co.uk
  • 42. NISSAN UK Visuals with no explanation No visual support for this important postwww.tribalcafe.co.uk
  • 43. NISSAN UK Nissan have a separate Facebook page for The Leaf Experimenting with polls is good 7 engagement 2 practice 2www.tribalcafe.co.uk
  • 44. MERCEDES GLOBAL Mercedes UK page points specifically to thewww.tribalcafe.co.uk
  • 45. MERCEDES GLOBALwww.tribalcafe.co.uk
  • 46. MERCEDES UKwww.tribalcafe.co.uk
  • 47. MERCEDES UK! Mercedes UK page points specifically to the Mercedes Benz SLS AMGwww.tribalcafe.co.uk
  • 48. HONDA GLOBALwww.tribalcafe.co.uk
  • 49. HONDA GLOBALwww.tribalcafe.co.uk
  • 50. HONDA UKwww.tribalcafe.co.uk
  • 51. HONDA UKwww.tribalcafe.co.uk
  • 52. HONDA UK repetitionwww.tribalcafe.co.uk
  • 53. Example of Niche Website Communitywww.tribalcafe.co.uk
  • 54. Statistical Analysis of Customer Activity on Twitterwww.tribalcafe.co.uk