Social Media Report on Newly Released Economy Cars in Indonesia
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Social Media Report on Newly Released Economy Cars in Indonesia

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This report is a quick snapshot of how the new "green cars" or economy cars are perceived in the Indonesian social media landscape shortly after the unveiling in the Indonesian Autoshow 2013. The......

This report is a quick snapshot of how the new "green cars" or economy cars are perceived in the Indonesian social media landscape shortly after the unveiling in the Indonesian Autoshow 2013. The brands compared are Toyota Agya, Daihatsu Ayla, Honda Brio and Datsun GO.

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  • 1. Social Media Comparison of Economy Cars in Indonesia
  • 2. Scope Period: 7 October - 11 October 2013 Tracked Channels News & Media Twitter Facebook Detik.com Global Twitter Timeline Public Pages Kompas.com Local Twitter Timeline Public Statuses Tribun News Akun resmi Halaman Resmi The Jakarta Post Seruu.com Okezone.com Bisnis.com Viva News Metro TV News Republika Inilah.com Beritasatu merdeka.com tempo.co liputan6.com Keywords Honda Toyota Daihatsu Datsun Honda Brio Toyota Agya Daihatsu Ayla Datsun Go Social Media Report Sample
  • 3. Key Findings Toyota’s social media campaign “Daily Quiz Agya” significantly pushed volume and interaction throughout the listening period, making it the brand most mentioned The brand most mentioned in context with “cheap” or “economy” car was “Daihatsu Ayla” Honda, Daihatsu and Datsun were NOT running any specific social media campaigns throughout the listening periode Facebook conversations surrounding Honda Brio was predominantly abount the TVC which featured the girl band JKT48
  • 4. Summary 2,413 Posts and 859 interactions were captured on monitored channels through 7 October until 11 October 2013 Posts with most interactions Social Media Report Sample
  • 5. Share of Voice Toyota Agya (1,013 Posts) was most mentioned brand in relation to the term “economy”, followed by Daihatsu Ayla (779 Posts) and Honda Brio (566 Posts) Social Media Report Sample Most conversations mentioning Honda, Toyota dan Daihatsu occured on Twitter Toyota’s social media campaign “Daily Quiz Agya” pushed interactions to exceed Daihastu
  • 6. Media Analysis “Best Buy in City Car” Media conversations surrounding Honda Brio mostly circulated around the “Best Buy City Car Award” and the rumored 55 Million Honda economy car launch in India Social Media Report Sample
  • 7. Media Analysis “Design” “Sales” “Karimun” “Malaysia Copy” “Karimun Wagon” “Raise in Car Prices” Media articles for Toyota and Daihatsu focused on comparisons with rival car from Suzuki “Karimun Wagon”, car design and the raise in car prices to push sales of economy cars Most article comments were dominated by Honda Brio, talking about the rumored economy car from India Article Comments Social Media Report Sample
  • 8. Media Sentiment Economy Car Topics Comparison article with Suzuki, Daihatsu, Toyota & Honda Media sentiment was mostly positive and mostly mentioned by local media sites “Bisnis Indonesia” and “Viva News” Social Media Report Sample
  • 9. Forum Buzz Malaysia Honda Toyota War Malaysia 9 new forum threads were created this week with the dominant topic “Malaysia Copies Ayla Design” with most of the threads created on Kaskus & Modifikasi In total 199 posts were posted on these threads throughout the last week Social Media Report Sample
  • 10. Twitter Buzz Jual Honda Brio Penghargaan City Car Freed Mobil 50jt irit Daily Quiz Agya Hunt Available Stock #DaihatsuAyla Karimun Wagon Mobil Murah “Daihatsu Alya” was the brand most associated with the term “Economy Car” Social media campaign Toyota “Agya Hunt” was the most successful social media campaign throughout the week followed by the hashtag #DaihastuAyla pushed by Daihatsu Twitter conversations surrounding Honda Brio were mostly dominated by news tweets Social Media Report Sample
  • 11. Facebook Buzz “55 Million Car” “Honda Brio TVC” “JKT48” Positive and high volume mentions of the JKT48 girl band appearance in the Honda Brio TVC dominated the brand conversations on Facebook Rumors about the 50 million Honda car was partially mentioned in Facebook posts Social Media Report Sample
  • 12. Opinion Leaders @halojakarta /PRFMnewschannel @fjbbandung /Nabilaholic @otomotifweekly /AllMemberJKT48 @harianjogya @prfmnews @hondaisme Cheppy Cahyadi Moh Nur Fajri VIVANEWS
  • 13. Thank You.