Social media in indian automobile industry

Indian Automobile Industry Social Media Case Study 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. How are 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. Based on the observations and calculations, all major automobile brands can be classified as 381003810 -5562600482600 Examples of Some of the Successful Facebook Campaigns 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. Facebook Fan PageLinkedIn ProfileEngagement in Facebook(c) InRev Systems Honda has been using innovative campaigns to promote itself on the social media space and keep the interaction level high through continuous engagement. Facebook Fan PageEngagement in Facebook While the interaction level of most companies seems to be high on Facebook, they don’t seem to be leveraging Twitter that well. In most cases, Twitter is seen as a platform for announcement or one sided communications. A complete Social Media strategy is one where all the social media profile are used not just for promotion but also engagement. One such example is the Twitter page for Toyota and Honda. While Toyota is using Twitter to engage, Honda is using it just for announcement. 3670300317500203200292100 448945781685-2870200245110 Automobile Brands in India and Social Media Owing to the fact that Social Media is still at its infancy, not many automobile brands have started leveraging social media to their advantage. A handful has started using Facebook and Twitter but their usage is limited to promotions and announcements. The two wheeler majors such as Hero Honda and TVS do not even have a profile page to start with. Bajaj Pulsar and Scooty Pep Plus have active Facbook pages with games and stories as mode of engagement respectively. It’s quite disappointing as the target market for most of these brands is the internet savvy people who communicate about everything under the sun in social media communities. According to social media profiles observed of automobile brands in India, they are classified as given in the graph below: Social Engagement Graphs for Automobile in India How users are communicating about brands in Twitter Lost opportunity in TwitterPeople are talking about the brand continuously and expressing their views. Table for Automobile Social Media Reach in India Automobile CompaniesChannelsSocial GradesMaruti Suzuki194.8Volkswagen64.4Bajaj Autos44.0Toyota113.8Ford53.7Yamaha73.5Chevrolet33.3Honda42.9Mercedes-Benz32.7Mahindra Renault62.5Fiat42.4BMW42.2TVS32.2Nissan31.9Royal Enfield21.8Hyundai21.5Audi31.5Mitsubishi21.0 Conclusion Even though automobile industry cater to a market which is active in social media and values peer recommendation, most of the automobile brands in India have not started using social media. Some of the brands that have started using social media have not got their strategies right. Global names such as Toyota and Honda in India are still to catch up with their US counterparts. Tata being one of the largest selling car brands in India has almost zero social media presence. The highest selling car in India, Maruti Alto doesn’t have a social media presence. The automobile brands have a long way to go and they need to treat social media different than the regular media/ advertisement platforms. Not only do they need to be present in social communities, they need to start Listening. Need Social Media Help to Get Started…. mpleSimS All our accounts come with a 15 days free trial. We also offer customized packages to suit your exact needs.Want to get in touch with us? We’d love to hear from you! For pricing details visit:For Product Demo, send a mail to: http://simplify360.com/registerLogin You can get in touch with us at:: 3569335271780support@simplify360.com 3472815423545http://simplify360.com/blog/ support@simplify360.com 3404235309245@simplify360 +1 616 589 2164 (US Sales)+91 80 40971130 (India Sales)3472180282575

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Social media in indian automobile industry

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