PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.1
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• Purpose• Case Study: Uncovering and Quantify...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Consumers tellushow theyfeeland what theywant ...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.AUTO BRAND: PorscheBUSINESSQUESTION: How can w...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CONSUMER PERCEPTIONS: PORSCHE BRANDFINDINGS:A....
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Porsche:BrandPerceptionThemesofConversation“Pe...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.FINDINGS:A. Panamera body style/exterior ismos...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Since Oct. 2012, proportion of consumers aspir...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.FINDINGS:A. Though similar in volume, blog and...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• The Crimson Hexagon ForSight™ platform empow...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• Luxury and speed are top-of-mind for consume...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.IN ADDITION TO EVALUATING OUR BRAND ANDNAMEPLA...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.TECHNOLOGY: Clean DieselBUSINESSQUESTIONS: (1)...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: TODAY14
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: CATEGORY PERCEPTIONFINDINGS:A. M...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: CATEGORY PERCEPTIONCleanDiesel:C...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: CATEGORY PERCEPTIONThemesofConve...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: REACTIONS TO VW JETTAFINDINGS:A....
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• Performance, fuel economy and cost of owners...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Crimson Hexagon, founded in 2007, is the leadi...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Learn More About Crimson Hexagon’sForSight ™ P...
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How Automakers Can Tap Social Media To Drive Nameplate Marketing

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Social media analysis enables brand managers to quantify the qualitative perceptions about brands and products expressed online. In this study of Porsche and the Porsche Panamera model over a two year period, we track the drivers of brand affinity on social media.

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How Automakers Can Tap Social Media To Drive Nameplate Marketing

  1. 1. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.1
  2. 2. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• Purpose• Case Study: Uncovering and Quantifying Consumer Perceptions– Porsche Brand and Porsche Panamera• Key Takeaways for Automotive Companies• Case Study: Preemptive Product Positioning Opportunities– Clean Diesel Category Perception (US) and Volkswagen Jetta TDI• Key Takeaways for Automotive CompaniesTABLE OF CONTENTS2
  3. 3. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Consumers tellushow theyfeeland what theywant rightnow onsocial media,butmostcompanies aren’t really listening. Andifthey are, they haven’t been able toachieve alevelofgranularityoraccuracy thatisactionable forthe business. Automakers haveauniqueopportunitytousesocial mediadata togain astrategic advantage overthecompetition– ifthey useitinthecorrect way.Counting several majorglobalautomakers asclients, the Crimson Hexagon teamexplored newwaysinwhichthese firmscantap existing consumer perceptions ofbrands, individual nameplates, and distinct vehiclecategories todrivemarketing success.Throughdeep analysis ofsocial data, weseek todiscover opportunities for automotive companiestogaininsightinto consumers’ nuanced, evolving perceptions. Inthisdocument, we discuss ourresearch findings and explain theimplications forautomakers and theircreative agencies.PURPOSE3
  4. 4. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.AUTO BRAND: PorscheBUSINESSQUESTION: How can we quickly tap into current consumer perceptions toinform our brand and product messaging?METHOD: Develop a framework to identify, separate, and quantify distinctconsumer perceptions by analyzing the online conversationsaround the Porsche brand and Porsche Panamera model over atwo-year period.CASE STUDY: CONSUMER PERCEPTIONS4
  5. 5. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CONSUMER PERCEPTIONS: PORSCHE BRANDFINDINGS:A. Luxury is most prominent attributeof the Porsche brand (31%)B. Secondly, consumers associatePorsche with high speedperformance (29%)C. In proportion to other brandattributes, Porsche’s style of designand comfort have weaker appealPorsche:BrandPerception(1/1/11–12/31/12) 759,373Relevant PostsCAB5
  6. 6. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Porsche:BrandPerceptionThemesofConversation“People that drivePorsche Panameras arejust straight class #1%”-@tjkenny15“when i see 5 porsche911s race past me#dreamcar #someday”-@Ghost_DriverrCONSUMER PERCEPTIONS: PORSCHE BRAND6
  7. 7. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.FINDINGS:A. Panamera body style/exterior ismost debated feature, driving bothpositive and negative conversationB. Luxury appeal of Porsche brandtranslates into strong aspirationaldiscussion of Panamera (27%)C. Perceived speed and performanceof Panamera also echoes Porschebrand (7%)Porsche:ReactionstoPanamera(Facebook/Twitter)(1/1/11–12/31/12) 35,444Relevant PostsABACCONSUMER PERCEPTIONS: PANAMERA7
  8. 8. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Since Oct. 2012, proportion of consumers aspiring to own Panameraincreased 26%,while criticism of aesthetic attributes fell by 12%Porsche:ReactionstoPanamera(Facebook/Twitter)(1/1/11–12/31/12) 35,444Relevant PostsCONSUMER PERCEPTIONS: PANAMERA8
  9. 9. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.FINDINGS:A. Though similar in volume, blog andforum sentiment on Panamera ismore dividedB. Panamera body style/exteriorcontinues to drive positiveconversation (17%)C. Compared to 15% on Facebookand Twitter, 25% of discussioncriticizes model’s aesthetic featuresPorsche:ReactionstoPanamera(Blogs/Forums)(1/1/11–12/31/12) 35,163Relevant PostsCABCONSUMER PERCEPTIONS: PANAMERA9
  10. 10. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• The Crimson Hexagon ForSight™ platform empowers automakers to completecomprehensive market research in a matter of hours• Automakers can analyze online discussions across many social platforms, andcontextualize new findings for internal stakeholders throughout the enterprise• Automakers can strategically leverage consumer insights with ForSight toinform positioning and messaging strategies for new nameplatesCONSUMER PERCEPTIONS: KEY TAKEAWAYS10
  11. 11. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• Luxury and speed are top-of-mind for consumers regarding the Porsche brand• NewcampaignmessagingcanemphasizethesecoreattributestofosterthespiritedaspirationaldiscussionssurroundingPorschecarmodels• Intheeyesofconsumers,safetyisnotadefiningattributeofthePorschebrand• With respect to a specific car model, Porsche Panamera, aesthetics play alarger, debated role in the conversation• PanameraenjoysstrongaspirationaldiscussiononFacebookandTwitter(27%)• Since Oct. 2012, proportion of consumers aspiring to own Panamera increased 26%,whilecriticism of aesthetic attributes fell by 12%CONSUMER PERCEPTIONS: KEY TAKEAWAYS11
  12. 12. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.IN ADDITION TO EVALUATING OUR BRAND ANDNAMEPLATE OF INTEREST, WHAT IF WE NOW WANTTO SHIFT OUR FOCUS TO A VEHICLE CATEGORY?12
  13. 13. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.TECHNOLOGY: Clean DieselBUSINESSQUESTIONS: (1) What are US consumer perceptions of clean diesel technology?(2) How can we leverage this information to inform the positioningstrategy for the new diesel car we are launching in the US?METHOD: Develop a framework to inform preemptive product positioning byanalyzing online conversations about clean diesel at thecategorical level and individual diesel models on the marketduring the last 12 months.CASE STUDY: CLEAN DIESEL13
  14. 14. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: TODAY14
  15. 15. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: CATEGORY PERCEPTIONFINDINGS:A. Major appeal of diesel is fueleconomy; however, this has erodedsubstantially since May (24%)B. Higher power and torque of dieselvehicles is quickly becoming moreattractive to consumers (11%)• In the last year, this proportion ofconversation has increased18%C. Through social media, we seesignificant consumer demand fornew diesel vehicles (16%)CleanDiesel:ConsumerPerception(Twitter&Facebook)(5/1/12–4/1/13) 3,849Relevant PostsCAB15
  16. 16. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: CATEGORY PERCEPTIONCleanDiesel:ConsumerPerception(Twitter&Facebook)(5/1/12–4/1/13) 3,849Relevant PostsFINDINGS:A. Power-related discussion gainsmomentum in early 2013, peakingto nearly 40% of total conversationB. With the diesel fuel pricehike, proportion of conversationrelated to costs of owning dieselvehicles grows to almost 60% inSept 2012C. Though perceptions of loudnessand pungency persist, these maybe addressed with new messagingABC16
  17. 17. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: CATEGORY PERCEPTIONThemesofConversation:TorqueandPower“I want to either beef up the360 or get a fast car or adiesel. I need more power.”-@samcuomo“When my 7,000 pounddiesel outruns most sportscar>>>> ”-@Blake_Spiers17
  18. 18. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.CLEAN DIESEL: REACTIONS TO VW JETTAFINDINGS:A. The Jetta’s powerful engine is thelargest driver of positiveconversation (14%)B. Interestingly, fuel economy is only aminor discussion point (1%)C. Nearly half of conversationcompares the VW Diesel Jetta to ahybrid vehicle, which presents amajor positioning opportunityABCVolkswagenJetta:ConsumerReactions(6/1/12–4/1/13) 9,363Relevant Posts18
  19. 19. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.• Performance, fuel economy and cost of ownership are top-of-mind forconsumers regarding clean diesel• Overthelastyear,consumershavebeenclamoringformoredieselcaroptions(16%)• Engine power is the most favorable attribute of the Jetta (14%), which mirrorsthe growing appeal of the clean diesel product category• Toconsumers,fueleconomyisnotadefiningattributeofthedieselJettanameplate(1%)• AutobrandscanalsoframemessagingaroundnewdieselmodelswiththerelativepowerandperformanceofhybridvehiclesCLEAN DIESEL: KEY TAKEAWAYS19
  20. 20. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Crimson Hexagon, founded in 2007, is the leading provider of analysissoftware that delivers business intelligence from social media data for globalcorporations. Powered by patented technology developed at HarvardUniversity’s Institute for Quantitative Social Science, the Crimson HexagonForSight™ platform delivers the industry’s most comprehensive Big Dataanalysis capabilities for a variety of large-scale data sources. Clients includeleading global organizations such as: Microsoft, ParamountPictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and manymore. For more information go to: http://www.crimsonhexagon.com.CRIMSON HEXAGON20
  21. 21. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.Learn More About Crimson Hexagon’sForSight ™ PlatformClick Here for An Introduction To

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