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Car Industry on Facebook


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Analysis of five popular Car Brands (Lexus, Mazda, Subaru, Honda and Cadillac) for the period April 2012-March 2013

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Car Industry on Facebook

  1. 1. Car Industry on Facebook Analysis of Five Popular Car Brands for the period April 2012-March 2013
  2. 2. Industry Sample 1
  3. 3. Engagement Volume  The Engagement is measured by analyzing comments on a Facebook page and giving each of them a score. All the scores are then added up to create the average engagement of a Facebook page. A company with fewer comments can have a high average engagement depending on the sum of the scores. 2
  4. 4. Volume Weighted Engagement by Product Consumers Were Highly Engaged With Trucks, Vans, and SUV's (Volume Weighted Engagement) 45,000 40,207 40,059 40,000 38,849 33,283 35,000 27,295 30,000 22,424 25,000 20,000 12,963 15,000 11,113 10,991 10,000 5,000 Trucks, Vans, SUV's Cars Engine Fuel Economy Price (General) Performance Luxury Features/ Electronic Gadgetry Good Deal Transmission *The Engagement Weighting Volume is the sum of the scores of each consumer comment by the strength of his or her personal commitment to the topic 3
  5. 5. SEI (Social Engagement Index) Ratio  Comments about Trucks, Vans and SUV's are the most positive for Mazda and Lexus:  Facebook comments regarding Fuel Economy are the most positive for Mazda and Lexus: SEI Ratio Trucks, Vans, SUV's 12.00 10.19 10.00 8.00 6.00 7.06 SEI Ratio - Fuel Economy 10.33 6.36 5.76 4.00 2.00 0.00 Cadillac Honda Lexus Mazda Subaru 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 6.38 5.23 4.96 Cadillac Honda 6.58 4.85 Lexus Mazda Subaru *SEI is a measure of engagement and tone of Facebook comments, evaluating how positive/negative they are. 4
  6. 6. Intensity by Brand  Cadillac and Lexus are leaders in creating the highest passion and engagement from their Facebook followers: Intensity By Brand Current 12 Months 123 117 94 Cadillac Honda 89 Lexus Mazda 76 Subaru of America *Intensity is a measure of how passionate comments are, in a positive or negative way. 5
  7. 7. Zoom In: Lexus and Subaru of America  Lexus and Subaru of America have made the most progress in engaging with their Facebook audience for the period between April 2012 and March 2013: Volume - Engagement Wtg % Chg vs Year Ago 263% 257% 37% -17% Cadillac Honda -25% Lexus Mazda Subaru of America 6
  8. 8. Zoom In: Lexus and Subaru of America  Moreover, Lexus and Subaru of America are the two brands that have made the largest comment surges, for the period April 2012 and March 2013, compared to the previous year: Brand Comment Growth Vs Year Ago 260% 260% 21% -16% Cadillac Honda -30% Lexus Mazda Subaru of America 7
  9. 9. Zoom In: Lexus  The amount of comments and likes on the Lexus Facebook page made a significant loop in the period April 2012-March 2013, compared to 2011: What could be the reasons for such a great improvement? 8
  10. 10. Lexus Facebook Page: What Changed?  More Posts: that the average number of posts has increased from 38 to 43 posts/month. An increase in posts is good, even if it’s just asking fans to caption a picture.  More Quizzes: Lexus followers are not only Lexus-lovers, but Lexus aficionados as well. And they love to show off their knowledge of these luxury cars by answering question and fill in the blank posts.  More Mini-campaigns: Throwback Thursdays, Wayback Wednesdays, F Sport Fridays, etc. Any excuse to draw attention on a weekly basis!  More Promotional Posts: Well they have to sell some cars too… 9
  11. 11. Lexus Facebook Page: Engaging Content  Throwback Thursdays: a minicampaign that usually consists of an old image and a question about Lexus fans’ past experiences with the brand. 10
  12. 12. Lexus: Charity Campaign (Facebook App)  Check In for Charity: December to Remember An App that can be connected to a fan’s Foursquare account so that every time they would check in (anywhere in the world via Facebook Places or Foursquare), Lexus would donate $10 to the Boys and Girls Club of America. Additionally, if the Fan would visit a Lexus dealership, their donations of that day were doubled. 11
  13. 13. Zoom In: Subaru of America “It comes down to putting out content which we know resonates well with our fans.” Ryan Johnson, Corporate Social Media Specialist for Subaru of America 12
  14. 14. Subaru of America Facebook Page: Engaging Content  Dear Subaru: A Customized App allowing fans to create virtual post cards with their story. They could use images or videos to share their experience with their Subaru and how it has enriched their lives. Many claim that their car saved them (and sometimes even their coffee mug) in an accident! 13
  15. 15. Subaru of America Facebook Page: Engaging Content  Dog Tested: Another Customized App, used for their Dog Tested campaign where dogs were consulted when it came to getting the right car. This interactive tab allowed owners to find the right model to match their dog, as well as a driver’s license for the dog and even to chat live with a dog expert (the expert is the dog). 14
  16. 16. Key Takeaway An image is worth a thousand words… 15
  17. 17. Key Takeaway Think Out of the Box! 16
  18. 18. HOOSH Technology SA Viale Cassarate 6 6900 Lugano Switzerland