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BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
BMW Digital Data & Insights
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BMW Digital Data & Insights

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  • 1. BMW  USA   Facts,  Stats  &  Juicy  Data   Michael  Browne:  michaeltbrowne@gmail.com  
  • 2. The  Audience   Michael  Browne:  michaeltbrowne@gmail.com  
  • 3. 60:40  Male  to  Female     Divide   Young   25-­‐44  
  • 4. Don’t   have  Kids   High  Income   Earners  
  • 5. Highly  Educated   Mostly  Caucasian  
  • 6. BMW  Online   Michael  Browne:  michaeltbrowne@gmail.com  
  • 7. BMW  USA  aRracts   240,000  U.M.V  
  • 8. BMW  USA  aRracts   240,000  U.M.V  
  • 9. Well  ahead  of  Audi  USA  
  • 10. Slightly  behind  Lexus  USA  
  • 11. But  well  Behind  Mercedes  Benz  USA  
  • 12. Search  AcXvity   Michael  Browne:  michaeltbrowne@gmail.com  
  • 13. BMW  leads  the  way  in  U.S  search  terms  
  • 14. Figures  climbing  back  to  their  2008  high  
  • 15. Geographically  most     Searched  for  on  east     and  west  coasts   Of  USA  
  • 16. Which  is  a  similar  trend  to  Audi  
  • 17. Mercedes   Lexus   However  Lexus  and  Mercedes  are   More  searched  for  in  some  southern  states  
  • 18. Consumer  Barometer  shows  that  20%  of  people     research  exclusively  online  without  ever  visiXng     a  car  showroom  pre  purchase    
  • 19. Online  Car  research  is  predominately  carried     out  on  PC  or  laptop  with  mobile  accounXng  for  only  4%  of  research    
  • 20. 80%  of  luxury  car  brand  consumers  expect  their     brands  to  be  highly  visible  and  acXve  online    
  • 21. Some  popular  BMW  You  Tube  search   Terms  include…    
  • 22. Social  Media   Michael  Browne:  michaeltbrowne@gmail.com  
  • 23. BMW  USA  has  nearly     1  million  FB  Likes   GeneraXng  40,000   conversaXons  
  • 24. This  is  well  behind     Both  Audi  and  Mercedes  
  • 25. BMW  is  highly  talked  about  with  Topsy   Showing  it  generated  3,500  twiRer     conversaXons  over  a  6  hr  period  
  • 26. And  an  average  of  between  25-­‐35K  tweets     Per  day  between  mid  July  and  mid  August  2013  
  • 27. This  is  on  par  with  Mercedes  and  Audi  and  far  ahead  of  Lexus  
  • 28. In  General  BMW  social  media  commentary  is  posiXve     according  to  social  menXon  with  a  7:1     posiXve  to  negaXve  senXment  
  • 29. Campaign  Kudos   Michael  Browne:  michaeltbrowne@gmail.com  
  • 30. Some  recent  BMW  campaigns  that  gained  tracXon     Among  the  digital  creaXve  community  
  • 31. Rival  Campaigns  also  worth  noXng  
  • 32. But  nothing  can  beat  the  wow  factor  of   a  genius  concept,  perfectly  executed    
  • 33. Insights   Michael  Browne:  michaeltbrowne@gmail.com  
  • 34. Insights   •  BMW  are  operaXng  in  a  highly  compeXXve  U.S   market.  Its  main  rivals  are  Mercedes,  Lexus   and  Audi.   •  Audi  is  growing  faster  than  all  the  rest  and   they  have  been  quite  aggressive  in  their   communicaXon  output.   •  Mercedes  is  the  more  conservaXve  of  the   brands  and  appeals  to  a  slightly  older   demographic.  
  • 35. •  BMW  appeals  primarily  to  young,  single,  highly   educated  and  high  earning  urbanites.   •  They  are  very  knowledgeable  about  car  products   and  oeen  do  not  need  to  go  to  a  showroom   before  making  their  purchase  decision.   •  They  expect  their  auto  brand  to  acXve  online.   •  BMW  is  a  leader  in  search  acXvity  and  we  saw  a   posiXve  relaXonship  between  search  and  sales   figures.   Insights  
  • 36. •  In  the  luxury  end  of  the  car  market  quality  is   assumed.   •  There  is  liRle  to  choose  between  rivals  in   terms  of  product  specificaXon  &  performance.   Therefore  the  point  of  differenXaXon  must  be   more  emoXve.   •  Rising  fuel  costs  and  alternaXve  energy   sources  is  sXmulaXng  interest  among  luxury   consumers.  i-­‐concept  proving  popular   Insights  
  • 37. Thank  You   Michael  Browne:  michaeltbrowne@gmail.com  

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