Social media in indian automobile industry


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The presentation is about how Automobile industries are using social media to engage with users and share their brand value.

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Social media in indian automobile industry

  1. 1. Indian Automobile Industry Social Media Case Study
  2. 2. Abstract Automobile Industry in India is seeing the best growth rate possible. As of 2009, India is home to 40 million passenger vehicles and more than 2.6 million cars were sold in India in 2009 (an increase of 26%), making the country the second fastest growing automobile market in the world. (Source: Wikipedia) With automobile brands going social, the communication has become more transparent than ever. From customer support to brand promotions, companies are using various strategies to win the hearts of their customers and acquire new customers in the social media space. The war is then about which brand is more socially active than the other. Introduction The study was designed to review and understand the social media presence of automobile majors in India. The brands were picked according to their popularity and were then observed for their social media presence. The brands considered for the study are Maruti Suzuki, Volkswagen, Bajaj Autos, Toyota, Ford, Yamaha, Chevrolet, Honda, Mercedes-Benz, Mahindra Renault, Fiat, BMW, TVS, Nissan, Royal Enfield, Hyundai, Audi and Mitsubishi. Only the brands with some presence in social media space were considered for the analysis. Howare big brands using Social Media Globally? Channels are defined as social networking sites such as Facebook, Twitter, YouTube etc. The number of social profiles of a brand is interpreted as their number of channels. Engagement Level is calculated by studying how a brand engages with its network on different channels.
  3. 3. Based on the observations and calculations, all major automobile brands can be classified as
  4. 4. Examples of Some ofthe Successful FacebookCampaigns by Automobile Majors Worldwide: The biggest global payers such as Toyota, Ford, Nissan and Honda have well defined strategies for Social Media. Toyota has understood the importance of social media and engagement. They have an engaging platform to connect with their customers. Sharing and Engaging is the success mantra of any social media strategy: Toyota has hit the right chord with their Auto-Biography campaign.
  5. 5. Honda has been using innovative campaigns to promote itself on the social media space and keep the interaction level high through continuous engagement. While the interactionlevelof mostcompaniesseemstobe highonFacebook,theydon’tseemtobe leveragingTwitterthatwell.Inmostcases,Twitterisseen asa platformforannouncementorone sided communications.A completeSocial Mediastrategyisone where all the social mediaprofile are usednot justfor promotionbutalsoengagement. One such example isthe Twitterpage forToyotaandHonda. While ToyotaisusingTwittertoengage, Honda isusingitjust forannouncement.
  6. 6. Automobile Brands in India and Social Media Owingtothe fact that Social Mediaisstill atits infancy,notmanyautomobile brandshave started leveragingsocial mediatotheiradvantage.A handful hasstartedusingFacebookandTwitterbuttheir usage islimitedtopromotionsandannouncements. The two wheelermajors suchas HeroHonda and TVSdo not evenhave aprofile page tostart with. Bajaj Pulsarand ScootyPepPlushave active Facbook pageswithgames andstories asmode of engagement respectively.It’squitedisappointingasthe targetmarketfor most of these brands isthe internetsavvy people whocommunicate abouteverythingunderthe suninsocial mediacommunities. Accordingto social mediaprofilesobservedof automobile brandsinIndia,theyare classifiedas givenin the graph below:
  7. 7. Social Engagement Graphs for Automobile in India 0.0 1.0 2.0 3.0 4.0 5.0 6.0 0 2 4 6 8 10 12 14 16 18 20 InteractivityLevel No of Channels Automobile Industry
  8. 8. Howusers are communicating about brands in Twitter
  9. 9. Table for Automobile Social MediaReach in India Automobile Companies Channels Social Grades Maruti Suzuki 19 4.8 Volkswagen 6 4.4 Bajaj Autos 4 4.0 Toyota 11 3.8 Ford 5 3.7 Yamaha 7 3.5 Chevrolet 3 3.3 Honda 4 2.9 Mercedes-Benz 3 2.7 Mahindra Renault 6 2.5 Fiat 4 2.4 BMW 4 2.2 TVS 3 2.2 Nissan 3 1.9 Royal Enfield 2 1.8 Hyundai 2 1.5 Audi 3 1.5 Mitsubishi 2 1.0
  10. 10. Conclusion Eventhoughautomobile industrycatertoa market whichisactive insocial mediaandvaluespeer recommendation,mostof the automobilebrandsinIndiahave notstartedusingsocial media.Some of the brands thathave startedusingsocial mediahave notgot theirstrategiesright. Global namessuchas Toyota and Hondain Indiaare still tocatch upwiththeirUS counterparts.Tata beingone of the largestsellingcarbrandsinIndiahas almostzerosocial mediapresence. The highest sellingcarinIndia, Maruti Altodoesn’thave asocial mediapresence.The automobile brandshave along wayto go and theyneedtotreat social mediadifferentthanthe regularmedia/advertisement platforms.Notonlydotheyneedtobe presentinsocial communities,theyneedtostartListening.
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