We help brands analyze value, optimize investment, and forecast future trends.
Sample Report | Report Range: Month-to-Mont...
Month One (Mar/April 2013)
We help brands analyze value, optimize investment, and forecast future trends.
Client X | Report Range March 2013 – April ...
StudyObjectives Audience
Analysis
Who is most active and
what they are saying?
What does your audience care
about, any pai...
MONITOR
Using a combination of robust 3rd party tools and manual search performed by our
experienced analysts, we look acr...
SENTIMENT
With the recall of Brand X trucks, sentiment was more negative
in April than in the previous months. The recall ...
SHARE OF VOICE
Again, Comp. A has the highest share of voice compared to Client X and its competitors.
Client X and Comp. ...
Major Audience Segments:
• Fleet Owners
• Fleet Managers
• Owner/Operators
• Drivers
Key Insights:
• Recalls
• Product X L...
FLEET OWNERS
Small & Large Fleets
Owners of fleets comprised of
5-20 trucks are talking more
online than those with more
t...
Where are they talking?
Forums, blogs and comments on
news articles are producing
discussion of the recent recall.
What ar...
Where are they talking?
The trucking media are sharing
articles and releases on social
media. Rolling Strong is using
soci...
SituationalAnalysis
Pentonmarketingservices.com | 12
A deeper look at the Product X Launch
•Lack of Awareness
•No Conversa...
Pentonmarketingservices.com | 13
ProductLaunchStrategy
Digital Marketing Strategy for Product X
Product X
Launch
Content
V...
StrategyRecommendations
Pentonmarketingservices.com | 14
Based on the insights we found, we recommend the following strate...
TRENDS
As we continue to monitor Client X and the
Brand X, we have seen conversation around the
two focus more on maintena...
ThankYou
Jennifer Sigwart
571.388.5007
Jennifer.Sigwart@penton.com
Julia Niiro
970.203.2839
Julia.Niiro@penton.com
Full data sets used in order to create insights regarding
your audience, industry, brand and content.
DataAppendix
AudienceData
Pentonmarketingservices.com | 18
0
20
40
60
80
100
120
Total Mentions - March - April
Product X
Brand X Model...
CompetitiveAnalysis
Pentonmarketingservices.com | 19
TOP SOCIAL CHANNELS
This is a deeper look at where the target audienc...
Month Two (August 2013)
We help brands analyze value, optimize investment, and forecast future trends.
Client X | Report Range: August 2013
Ongoin...
StudyObjectives Audience
Analysis
Who is most active and
what they are saying?
What does your audience care
about, any pai...
MONITOR
Using a combination of robust 3rd party tools and manual search performed by our
experienced analysts, we look acr...
SENTIMENT
During August, the brand sentiment remained consistent with
more than 740 positive mentions. The positive mentio...
SHARE OF VOICE
This month, Client X, again, had the highest share of voice compared to all competitors. The
total mentions...
Major Audience Segments:
• Fleet Owners
• Fleet Managers
• Owner/Operators
• Drivers
Key Insights:
• Client X Model
• Clie...
FLEET OWNERS
Small & Large Fleets
Owners of fleets comprised of
5-20 trucks are talking more
online than those with more
t...
Where are they talking?
Forums and social channels are
where people discuss driving and
owning Client X models.
What are t...
Where are they talking?
Forums and social channels are
where people are comparing
engine brands
What are they saying?
Comp...
Pentonmarketingservices.com | 30
BrandAnalysis
CLIENT Y DEMOGRAPHICS
The people discussing Client Y’s brand tend
to be you...
Pentonmarketingservices.com | 31
CompetitiveAnalysis
COMPETITOR E VS. CLIENT Y
Client Y and Competitor E engines are being...
Where are they talking?
Forums are a very popular place
for people to discuss their
experience with their dealer.
What are...
StrategyRecommendations
Pentonmarketingservices.com | 33
Based on the insights we found, we recommend the following strate...
WHAT TO WATCH OUT FOR?
Fleet owners and drivers are discussing CNG
engines more frequently. This is due to the high
fuel c...
ThankYou
Jennifer Sigwart
571.388.5007
Jennifer.Sigwart@penton.com
Julia Niiro
970.203.2839
Julia.Niiro@penton.com
Full data sets used in order to create insights regarding
your audience, industry, brand and content.
DataAppendix
CompetitiveAnalysis
Pentonmarketingservices.com | 37
TOP SOCIAL CHANNELS
This is a deeper look at where the target audienc...
CompetitiveAnalysis
Pentonmarketingservices.com | 38
SENTIMENT EXCLUDING NEUTRAL MENTIONS
63%
37%
Client X Sentiment
Posit...
Month Three (January 2014)
We help brands analyze value, optimize investment, and forecast future trends.
Client X & ClientY | Report Range: January ...
Study Objectives Audience
Analysis
Who is most active and
what they are saying?
What does your audience care
about, any pa...
MONITOR
Using a combination of robust 3rd party tools and manual search performed by our
experienced analysts, we look acr...
SENTIMENT
Throughout January the brand sentiment remained fairly
positive with more than 1,100 positive mentions. There we...
SENTIMENT
Overall, the sentiment around Client Y is pretty positive. There
are a lot of positive comments on video posts, ...
SHARE OF VOICE
Compared to our previous reports, the collective amount of mentions is much higher. Comp.
D was one of the ...
SHARE OF VOICE
As with our previous report, Competitor E led all brands in mentions again. Combining
Competitor G and Comp...
Major Audience Segments:
• Fleet Owners
• Fleet Managers
• Owner/Operators
• Drivers
Key Insights:
• Total Cost of Operati...
FLEET OWNERS
Small & Large Fleets
Owners of fleets comprised of
5-20 trucks are talking more
online than those with more
t...
Where are they talking?
Primarily, forums are where this
topic is being discussed.
What are they saying?
Drivers and O/O’s...
Where are they talking?
Forums are producing the most
commentary from drivers and
O/O’s on the subject.
What are they sayi...
Where are they talking?
Trucking forums are where many
within the industry, including fleet
owners, aired their grievances...
Strategy Recommendations
Pentonmarketingservices.com | 52
Based on the insights we found, we recommend the following strat...
What to Watch out for?
As the weather gets worse, more drivers are
talking about adjusting their driving when they’re
in b...
ThankYou
Jennifer Sigwart
571.388.5007
Jennifer.Sigwart@penton.com
Julia Niiro
970.203.2839
Julia.Niiro@penton.com
CLIENT ...
Full data sets used in order to create insights regarding
your audience, industry, brand and content.
Data Appendix
Brand Analysis & Breakdown
Pentonmarketingservices.com | 56
TOP SOCIAL CHANNELS - CLIENT X
This is a deeper look at where ...
• Sentiment
• Topic Breakdown
• Channel Breakdown
• Facebook
• Twitter
• Forums
• Blogs
Client X Breakdown
Client X Sentiment
Pentonmarketingservices.com | 58
Overall
Blogs Twitter
Forums Facebook
Client X Topics
Pentonmarketingservices.com | 59
Word Cloud
DISCUSSION TOPICS
 Brand X Pros & Cons
 Fleet drivers discus...
Popular Facebook Mentions
Pentonmarketingservices.com | 60
Twitter Mentions Breakdown
Pentonmarketingservices.com | 61
TopTwitter Sources & Influencers
Pentonmarketingservices.com | 62
Forum Mentions Breakdown
Pentonmarketingservices.com | 63
Top Forum Sources
Pentonmarketingservices.com | 64
Blog Post Breakdown
Pentonmarketingservices.com | 65
Top Blog Sources & Influencers
Pentonmarketingservices.com | 66
• Sentiment
• Topic Breakdown
• Channel Breakdown
• Facebook
• Twitter
• Forums
• Blogs
Client Y Breakdown
ClientY Sentiment
Pentonmarketingservices.com | 68
Overall
Blogs Twitter
Forums Facebook
ClientY Topics
Pentonmarketingservices.com | 69
Word Cloud
DISCUSSION TOPICS
 Engine performance in extremely cold
weathe...
Popular Facebook Mentions
Pentonmarketingservices.com | 70
This blog post has been shared close to 27,000
times since it w...
Twitter Mentions Breakdown
Pentonmarketingservices.com | 71
TopTwitter Sources & Influencers
Pentonmarketingservices.com | 72
Forum Mentions Breakdown
Pentonmarketingservices.com | 73
Top Forum Sources
Pentonmarketingservices.com | 74
Blog Post Breakdown
Pentonmarketingservices.com | 75
Top Blog Sources & Influencers
Pentonmarketingservices.com | 76
Brand Slides from Previous Report for Comparison
• Demographics
• Competitive Analysis
Client Y Breakdown (2013)
Pentonmarketingservices.com | 78
Brand Analysis
CLIENT Y DEMOGRAPHICS
The people discussing the Client Y brand tend
to be ...
Pentonmarketingservices.com | 79
Competitive Analysis
Competitor E vs. Client Y
Client Y and Competitor E engines are bein...
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Penton Digital Research Ongoing Social Monitoring Sample

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Penton Digital Research Ongoing Social Monitoring Sample

  1. 1. We help brands analyze value, optimize investment, and forecast future trends. Sample Report | Report Range: Month-to-Month Ongoing eListening Study CLIENT LOGO
  2. 2. Month One (Mar/April 2013)
  3. 3. We help brands analyze value, optimize investment, and forecast future trends. Client X | Report Range March 2013 – April 2013 OngoingeListeningStudy
  4. 4. StudyObjectives Audience Analysis Who is most active and what they are saying? What does your audience care about, any pain points, what influences them to buy? Content Needs What content is influencing the market and where? Where is content resonating (social media, forums, etc.) Find brand advocates/influencers. Asses client’s current content. Alignment of Marketing Campaigns Where should your brand focus online? What is the right media mix, what new marketing channels provide opportunity? Pentonmarketingservices.com | 4 You expressed interest in learning about the following: YOUR BRAND, INDUSTRY & COMPETITORS  Know how your audience perceives your brand, your products, and/or your services.  Discover where your audience or industry is engaging online, and what influences their buying and behavioral decisions.  Identify who your competitors are targeting, and how they are going after your audience. SPECIFIC AREAS OF FOCUS  Recalls  Product X Launch We focus on:
  5. 5. MONITOR Using a combination of robust 3rd party tools and manual search performed by our experienced analysts, we look across all online media types (blogs, forums, social media channels and mainstream news sources) during a specific time period, based on study objectives & goals. ANALYZE & ASSESS Findings are explored, insights are identified, opportunities are outlined and your current content is reviewed. This collaboration of qualitative and quantitative research results in the findings that are published in this report. We align insights with marketing recommendations and provide a path of execution for you to use this data moving forward. StudyMethodology Pentonmarketingservices.com | 5 How we collect, review and present insights & data to ultimately drive your ROI. The Penton Advantage After identifying key insights we are able to validate and/or expand on the findings with Penton’s own industry experts. SO WHAT? Our experts are already connecting and engaging with your target audiences so they provide information no other firm can give you access to.
  6. 6. SENTIMENT With the recall of Brand X trucks, sentiment was more negative in April than in the previous months. The recall led to many mentions of Client X parts being made in Mexico and the brand being perceived as cheap. Sentiment was more favorable around the trade shows in March, most likely due to the positive press Client X received from the Mid-Atlantic Trucking Show. SHARE OF VOICE Mentions for Client X were highest in March during the trade shows, specifically the Mid-Atlantic Trucking Show. However, mentions dropped off considerably after each show. January had the highest amount of total mentions so far this year. This can be attributed to the announcement of layoffs at Daimler plants. ENGAGEMENT The majority of mentions around the trade shows in March were social shares of industry articles and releases. The shared content was not coming from Client X and there was little response from the brand on social channels in regards to mentions. Related data on page 16 in the appendix. YourBrand Pentonmarketingservices.com | 6 Client X mentions were consistently high during the trade shows in March 9467 8953 9283 7980 7000 7500 8000 8500 9000 9500 10000 January February March April Client X Mentions by Month January February March April Mar. 7 442 Mar. 22 446
  7. 7. SHARE OF VOICE Again, Comp. A has the highest share of voice compared to Client X and its competitors. Client X and Comp. A had pretty consistent numbers from month-to-month, while the mentions for Comp. D and Comp. B dropped off in March and April. Related data on page 17 in the appendix CompetitiveAnalysis Pentonmarketingservices.com | 7 Client X compared to its competitors: Comp.A, Comp. B, Comp. C & Comp. D 32% 23% 17% 16% 12% Share ofVoice – March - April Comp. A Client X Comp. B Comp. C Comp. D 25% 22% 16% 18% 19% Share ofVoice - December - February Comp. A Client X Comp. B Comp. C Comp. D Total Mentions: 74,424Total Mentions: 109,907
  8. 8. Major Audience Segments: • Fleet Owners • Fleet Managers • Owner/Operators • Drivers Key Insights: • Recalls • Product X Launch IndustryOverview
  9. 9. FLEET OWNERS Small & Large Fleets Owners of fleets comprised of 5-20 trucks are talking more online than those with more than 50. The small fleet owners are connecting on forums and LinkedIn. Large fleet owners are consuming content, but not discussing it. They are sharing industry studies, news, and blogs within industry groups on LinkedIn, as well. AudiencePersonas Pentonmarketingservices.com | 9 A snapshot of your audience segments and influencers: FLEET MANAGERS Fleet & Supply Chain Fleet and supply chain managers of larger fleets are using forums and LinkedIn groups to find and discuss pain points of drivers and get input from their peers on purchase decisions. This group tends to focus on maintenance issues surrounding different brands and models. OWNER/OPERATORS Drivers & Decision Makers This audience segment considers many factors when purchasing a new truck. They can approach a purchase from the viewpoint of a driver and an owner. This group understands the importance of total cost of ownership. Owner/operators are also often well-respected within discussions on forums. DRIVERS End-Users This group is very vocal online, especially on social media and forums. While drivers are not the ones purchasing, they are influencing the decision makers with their input around the vehicles that they drive. Drivers discuss maintenance and comfort issues the most.
  10. 10. Where are they talking? Forums, blogs and comments on news articles are producing discussion of the recent recall. What are they saying? Many are attributing the recall to the fact that Client X manufactures some Brand X in Mexico, saying that Client X has cheap parts and are unreliable. Who is talking about this? • Fleet Managers • Owners/Operators • Drivers HOW IS THIS IMPACTING YOUR BRAND ONLINE? The label “made in Mexico” is being applied to Client X in conversations around maintenance and durability. Because the most recent recall affected brand new Brand X, the positive sentiment around the new model began to wane. Again, this led people to associate the malfunctions of older models with the new Brand X models. When the factories in Mexico are mentioned, the sentiment toward Client X grows very negative. Many within the trucking industry value the importance of things made in America. They make this very clear in their online discussions. There is also a correlation between “cheap” and “Mexico.” The connotation is that all things coming from Mexico are cheap, including parts and labor. While it is true that some Client Xs are made in Mexico, it is also true that some are made in the United States. People assume that when Client X lays off people in the USA those jobs are going to Mexico. Client X should create messaging around the models and/or parts that are coming from the United States. They should also create content around efforts to create more jobs in the States. KeyInsights Pentonmarketingservices.com | 10 Cascadia recall is creating more conversation around Mexico plants
  11. 11. Where are they talking? The trucking media are sharing articles and releases on social media. Rolling Strong is using social channels to distribute their content. What are they saying? Many of the mentions are coming directly from Client X’s press release. Rolling Strong is the only source talking about health benefits. Who is mentioning it? • Trucking Media • Rolling Strong HOW CAN THIS IMPACT YOUR BRAND ONLINE? Truckers are continually discussing ways to stay healthy while living life on the road. Many forums have dedicated message boards specifically for exercise and health. The Product X has not been mentioned within any of these forums. Client X’s innovative Product X can be of great use to drivers, but they are unaware of the product and it’s benefits. Because owners and managers rely on driver feedback when making purchasing decisions, they might not consider purchasing this additional system for their fleets. There are quite a few Client X drivers who are discussing health and exercise online. Colin James has a popular YouTube channel where he video blogs from the road, with health as his main focus. Utilizing influencers who will discuss the product on blogs and forums will help raise awareness of Product X within the target audience. KeyInsights Pentonmarketingservices.com | 11 Conversation around the FIT System is virtually non-existent
  12. 12. SituationalAnalysis Pentonmarketingservices.com | 12 A deeper look at the Product X Launch •Lack of Awareness •No Conversation •Need for Product •No Competition •No Social Media •Few Content Pieces •No Influencers •Target Audience Missed •Trade Show Presence •Video Demo •Media & Press Releases Strengths Weaknesses ThreatsOpportunities
  13. 13. Pentonmarketingservices.com | 13 ProductLaunchStrategy Digital Marketing Strategy for Product X Product X Launch Content Videos User Generated Social Media Video Campaign Influencer Outreach Engagement Influencer Outreach Forum Outreach PPC Ad Targeting Landing Page Design CUSTOMER TARGETS Truck Drivers Messaging: Exercise plan for life on the road Fleet Owners & Managers Messaging: Long-term advantages of healthier drivers include reduced cost of health benefits
  14. 14. StrategyRecommendations Pentonmarketingservices.com | 14 Based on the insights we found, we recommend the following strategy & content: RECALL Client X did not actively address the recent Brand X recall, leading to more speculation and negative sentiment around the brand. OPPORTUNITY This is an opportunity for Client X to manage the brand and control negative sentiment and also clear up market confusions, particularly around the “Made in Mexico” theme. CONTENT Creating content around the recall can help combat negative sentiment. Leverage industry leaders and publications to create co-branded content pieces that provide the truth about the parts being recalled. Leverage those same influencers to clear up market confusion around the manufacturing process through white papers and infographics. CHANNELS The content channels that present the best opportunity for Client X to take back the conversation include:  Social Media  Facebook, Twitter & YouTube  Comment Sections  Industry Publications NEGATIVE PR There are some simple best practices that Client X can follow to combat negative sentiment on social media:  Address a negative situation head on – Don’t avoid the situation or wait until someone else posts about it. Be proactive about the situation facing the company. A slow response can damage a reputation.  Don’t delete negative comments – Never delete a negative comment. Instead, address it in the public stream. Also, follow up after things are resolved.  Set the tone – You control the tone your brand portrays online. Being positive and pleasant can lead to brand enthusiasts combatting negativity on your behalf.
  15. 15. TRENDS As we continue to monitor Client X and the Brand X, we have seen conversation around the two focus more on maintenance issues rather than the benefits of the newer models. There is also less conversation around Brand X being made in Mexico. The mentions of the Brand X Model are also growing. While the drivers are not talking about it, we have seen conversation coming from fleet brokers and some owners. A Look Ahead to Next Month THINGS TO LOOK OUT FOR Sentiment around the brand is still negative, especially compared to the first report. Keep in mind the best practices around negative comments and posts on Client X’s social channels, particularly Facebook. Client X has the most control over their brand on Facebook. Continue to address negative posts, but consider commenting on positive posts to set a more personal tone on the page. Pentonmarketingservices.com | 15
  16. 16. ThankYou Jennifer Sigwart 571.388.5007 Jennifer.Sigwart@penton.com Julia Niiro 970.203.2839 Julia.Niiro@penton.com
  17. 17. Full data sets used in order to create insights regarding your audience, industry, brand and content. DataAppendix
  18. 18. AudienceData Pentonmarketingservices.com | 18 0 20 40 60 80 100 120 Total Mentions - March - April Product X Brand X Model 75 103 52% 18% 16% 10% 4% Brand X Model Social Mentions Twitter Blogs Facebook News Forum 76% 12% 8% 3% 1% Product X Social Mentions Twitter News Blog Video Facebook TOP SOCIAL CHANNELS This is a deeper look at the mentions Product X and the Brand X Model, both of which were huge components for Client X’s trade shows. Mentions were relatively low for both, with Twitter producing the most conversation. Many of these mentions were retweets of releases coming from industry publications. Of the tweets around Product X, 16 came from Bob Perry and the Rolling Strong accounts.
  19. 19. CompetitiveAnalysis Pentonmarketingservices.com | 19 TOP SOCIAL CHANNELS This is a deeper look at where the target audience is talking about Client X and its competitors online. Again, Client X had the most mentions in conjunction with images, with more than 3,000 mentions. Mentions within the mainstream media grew, due mostly to releases surrounding the trade shows. SOCIAL MEDIA As with the previous report, the majority of all brand mentions on Twitter are related to used truck sales. This was also the case with Facebook. We tried to filter this noise out, so the total numbers are a bit smaller for this period compared to the last. FORUMS Client X also leads all competitors in forum mentions with more than 2,300 mentions. Mentions within forums dropped over March and April compared to earlier months. MEDIA Comp. A had an overwhelming amount of mentions by the mainstream media during the two month period, with more than 7,000. Many of these articles had to do with Comp. A stocks holding steady despite many others in the trucking industry going down. 42% 16% 14% 14% 14% Top Social Channels Twitter Facebook News Images Forums
  20. 20. Month Two (August 2013)
  21. 21. We help brands analyze value, optimize investment, and forecast future trends. Client X | Report Range: August 2013 OngoingeListeningStudy
  22. 22. StudyObjectives Audience Analysis Who is most active and what they are saying? What does your audience care about, any pain points, what influences them to buy? Content Needs What content is influencing the market and where? Where is content resonating (social media, forums, etc.) Find brand advocates/influencers. Asses client’s current content. Alignment of Marketing Campaigns Where should your brand focus online? What is the right media mix, what new marketing channels provide opportunity? Pentonmarketingservices.com | 22 You expressed interest in learning about the following: YOUR BRAND, INDUSTRY & COMPETITORS  Know how your audience perceives your brand, your products, and/or your services.  Discover where your audience or industry is engaging online, and what influences their buying and behavioral decisions.  Identify who your competitors are targeting, and how they are going after your audience. SPECIFIC AREAS OF FOCUS  Client X Model  Client Y Brand  Competitor Dealers We focus on:
  23. 23. MONITOR Using a combination of robust 3rd party tools and manual search performed by our experienced analysts, we look across all online media types (blogs, forums, social media channels and mainstream news sources) during a specific time period, based on study objectives & goals. ANALYZE & ASSESS Findings are explored, insights are identified, opportunities are outlined and your current content is reviewed. This collaboration of qualitative and quantitative research results in the findings that are published in this report. We align insights with marketing recommendations and provide a path of execution for you to use this data moving forward. StudyMethodology Pentonmarketingservices.com | 23 How we collect, review and present insights & data to ultimately drive your ROI. The Penton Advantage After identifying key insights we are able to validate and/or expand on the findings with Penton’s own industry experts. SO WHAT? Our experts are already connecting and engaging with your target audiences so they provide information no other firm can give you access to.
  24. 24. SENTIMENT During August, the brand sentiment remained consistent with more than 740 positive mentions. The positive mentions were coming around improved gas mileage and general photo shares of people’s trucks. SHARE OF VOICE Mentions for Client X were at more than 10,000 again for the third month in a row. August had the highest total for the year- to-date. This is the fourth consecutive month where Client X was mentioned more than all its competitors. The days with highest spikes averaged around 430 mentions. Towards the end of the month, conversation around GATS contributed to the spikes. ENGAGEMENT There was continued engagement coming from the Facebook account, but there was less conversation between the brand and consumers on Twitter. There were fewer retweets and less replies coming directly from the Client X account. YourBrand Pentonmarketingservices.com | 24 Client X mentions were higher than all competitors again in August 9467 8953 9283 7980 9042 1016310285 10939 0 2000 4000 6000 8000 10000 12000 Client X Mentions by Month January February March April May June July August Aug 9 453Aug 6 451 Aug 22 417
  25. 25. SHARE OF VOICE This month, Client X, again, had the highest share of voice compared to all competitors. The total mentions went up compared to last month, most likely due to GATS towards the end of the month. Every brand saw an increase in mentions from the previous month, with Comp. A and Comp. C grabbing a higher share. Comp. A’s mentions were more negative due to the announcement of employee layoffs because of declining sales. Related data on page 17 in the appendix CompetitiveAnalysis Pentonmarketingservices.com | 25 Client X compared to its competitors: Comp.A, Comp. B, Comp. C & Comp. D Total Mentions: 42,611Total Mentions: 38,762 21% 27% 17% 20% 15% Share ofVoice - July 2013 Comp. A Client X Comp. B Comp. C Comp. D 22% 26% 15% 22% 15% Share ofVoice - August 2013 Comp. A Client X Comp. B Comp. C Comp. D
  26. 26. Major Audience Segments: • Fleet Owners • Fleet Managers • Owner/Operators • Drivers Key Insights: • Client X Model • Client Y Brand • Competitor Dealers IndustryOverview
  27. 27. FLEET OWNERS Small & Large Fleets Owners of fleets comprised of 5-20 trucks are talking more online than those with more than 50. The small fleet owners are connecting on forums and LinkedIn. Large fleet owners are consuming content, but not discussing it. They are sharing industry studies, news, and blogs within industry groups on LinkedIn, as well. AudiencePersonas Pentonmarketingservices.com | 27 A snapshot of your audience segments and influencers: FLEET MANAGERS Fleet & Supply Chain Fleet and supply chain managers of larger fleets are using forums and LinkedIn groups to find and discuss pain points of drivers and get input from their peers on purchase decisions. This group tends to focus on maintenance issues surrounding different brands and models. OWNER/OPERATORS Drivers & Decision Makers This audience segment considers many factors when purchasing a new truck. They can approach a purchase from the viewpoint of a driver and an owner. This group understands the importance of total cost of ownership. Owner/operators are also often well-respected within discussions on forums. DRIVERS End-Users This group is very vocal online, especially on social media and forums. While drivers are not the ones purchasing, they are influencing the decision makers with their input around the vehicles that they drive. Drivers discuss maintenance and comfort issues the most.
  28. 28. Where are they talking? Forums and social channels are where people discuss driving and owning Client X models. What are they saying? There are many discussions around fuel mileage, including low mileage with traditional fuel engines versus the newer CNG engines. Who is talking about this? • Owners/Operators • Drivers • Fleet Managers • RV Owners HOW IS THIS IMPACTING THE BRAND ONLINE? There are a lot of mentions of Central Freight Lines’ purchase of 100 Client X models. The biggest discussion point is that these specific models feature CNG engines. The CEO of the Central Freight Lines fleet has said that he wants to continue to invest in natural gas tractors for his fleet. This has spurred conversation among fleet owners on if this is the right move for them, also. Many of these trucks are being purchased for in-state travel. Those who are driving the Client X models mention that they have daycabs and can complete their round-trip travel within one work day. There are a few owner/operators who inquire about using the Client X model for longer, overnight routes, specifically for car transport. Other owner/operators suggest that those owners who want a Client X model for car transport buy a truck with a sleeper cab. There was a lot of discussion around the Client X Model coming from diehard RV owners. These owners are looking for high performing trucks to tow their trailers for long distances. The Client X Model is a very popular options that these owners are exploring. They discuss purchasing them used for less than $100,000. They prefer the Client X Model because it gives them more power when traversing hilly terrain. KeyInsights Pentonmarketingservices.com | 28 Client X Model is being discussed more around fleets
  29. 29. Where are they talking? Forums and social channels are where people are comparing engine brands What are they saying? Competitor F engines are viewed as having the most repair issues, with Competitor E and Client Y being recommended. Who is talking about this? • Owners/Operators • Drivers • Fleet Managers/Mechanics HOW IS THIS IMPACTING THE BRAND ONLINE? The sentiment towards Client Y has not changed: it is still viewed as the best engine among drivers and owners alike. It is often being discussed around the Client X brand and its competitors. Competitor F engines are often viewed as the ones to avoid. Owners are complaining about the number of times they have had to take their truck in for repairs because of the Competitor F engine. Complaints include oil and water leaks and linear wear at very low mileage. Techs who work on the engines say that they have their ups and downs, but more downs. One down is the constant software updates that require owners to bring the engine in for maintenance every month or so. According to some drivers, their Competitor F dealerships aren’t offering Competitor F engines anymore. They only carry Competitor E. Owners and drivers discuss Competitor H engines, as well. They mention that they are disappointed that they no longer make road engines, so now gravitate toward Client Y or Competitor E. KeyInsights Pentonmarketingservices.com | 29 ClientY engines are preferred over competitors
  30. 30. Pentonmarketingservices.com | 30 BrandAnalysis CLIENT Y DEMOGRAPHICS The people discussing Client Y’s brand tend to be younger males between the ages of 21- 35. This is mostly due to that specific generation being more digitally connected. Many of the discussions coming from younger drivers revolve around future purchases. There was a large amount of mentions coming from Michigan, specifically on Twitter. 33% 22% 17% 12% 11% 5% State Distribution Michigan California Texas Florida New York Illinois 76% 24% Gender Distribution Male Female 17% 40% 21% 22% Age Distribution 20 & under 21-35 36-50 51 & over
  31. 31. Pentonmarketingservices.com | 31 CompetitiveAnalysis COMPETITOR E VS. CLIENT Y Client Y and Competitor E engines are being discussed the most among all the competitors. Both are often recommended when other brands are mentioned, specifically Competitor F engines. Competitor F, Competitor G and Comp. D are not as popular with truckers, as they tend to pose a lot of problems and require a lot of maintenance. 43% 24% 15% 10% 8% Heavy Duty Engine Share of Voice Competitor E Client Y Competitor G Competitor D Competitor F
  32. 32. Where are they talking? Forums are a very popular place for people to discuss their experience with their dealer. What are they saying? Many don’t have issues with their dealer during the sales process, but instead have difficulties with repairs and recalls. Who is talking about this? • Owners/Operators • Fleet Managers/Owners • Drivers HOW IS THIS IMPACTING THE BRAND ONLINE? There are very few complaints happening around Competitor F dealerships online. Most are very satisfied with the sales process and choose to buy from the same dealer time after time. The complaints that people are making around the dealerships typically involve repair work and recalls. Some have had issues getting the repair work covered by the warranty. Their issues involve the dealers either rejecting the work as being under a recall or saying that it’s out of the scope of the warranty. When some owner/operators are choosing between what truck to purchase, they are talking about dealers and service centers that are close to their homes. This way if their truck needs to go into the shop, they won’t have to go far. There is a Comp. B dealer that is using trucking forums to connect with Comp. B and Comp. C owners. He is answering questions around service issues and sales, and some truckers refer their peers to direct questions to him. KeyInsights Pentonmarketingservices.com | 32 Overall, Competitor F dealers are viewed favorably
  33. 33. StrategyRecommendations Pentonmarketingservices.com | 33 Based on the insights we found, we recommend the following strategy & content: MESSAGING The Client X Model trucks are increasingly becoming popular with fleets, particularly those equipped with CNG engines. Opportunity Client X can promote the CNG engines as being cost-effective for large fleets. Content Fleet owners rely on blogs and industry sites for news and trends around large fleets. Creating digital ad campaigns around the Client X Model and the benefits of the CNG engine. Sponsored Content Creating sponsored content about the benefits of CNG engines for medium duty trucks, such as articles and posts, with industry sites and blogs will help boost Client X’s signal with fleet owners. ENGAGEMENT Engagement with drivers and owners can go beyond Client X’s own social channels. Opportunity Use brand advocates, such as Client X drivers, to create brand transparency on industry forums. Client X drivers already have trusted relationships on popular industry forums, such as Expediters Online. Client X dealers and partners are also brand advocates that can help shape the brand’s perception. Actions Provide your brand advocates with the proper social media training to help build the brand’s engagement across all channels. • Emphasize the importance of being transparent about who they work for and that they are only here to help and answer questions. • Provide them with content that they can utilize to help owners and drivers who are experiencing problems or who need answers to questions.
  34. 34. WHAT TO WATCH OUT FOR? Fleet owners and drivers are discussing CNG engines more frequently. This is due to the high fuel costs associated with diesel engines. Keep this topic in mind when developing marketing and digital campaigns around the newer models of trucks. Looking Ahead MOVING FORWARD Continue to build out the Client X brand online, including the launch of the Instagram account. Continue to interact with owners and drivers on social channels, keep conducting contests and asking questions. This keeps people engaged with the brand. Pentonmarketingservices.com | 34
  35. 35. ThankYou Jennifer Sigwart 571.388.5007 Jennifer.Sigwart@penton.com Julia Niiro 970.203.2839 Julia.Niiro@penton.com
  36. 36. Full data sets used in order to create insights regarding your audience, industry, brand and content. DataAppendix
  37. 37. CompetitiveAnalysis Pentonmarketingservices.com | 37 TOP SOCIAL CHANNELS This is a deeper look at where the target audience is talking about Client X and its competitors online. SOCIAL MEDIA Again, Twitter and Facebook were the most active social channels for Client X and all of its competitors. As with the previous months, used truck sales dominated the mentions. But the mentions coming from these channels decreased overall. Forums produced almost as much conversation as Facebook. Forums are very popular with drivers and owner/operators. They are almost always mentioning brands in their conversations SENTIMENT Client X’s sentiment was fairly consistent with that of the other competitors, except for Comp. A. Comp. A had an overwhelmingly number of negative mentions. Most of this was due to job cuts because of declining sales. (For a further breakdown of the sentiment for each brand, please see the next slide.) Brand Total Mentions Client X 10,939 Comp. A 9,477 Comp. C 9,303 Comp. B 6,490 Comp. D 6,402 31% 25%23% 15% 6% Top Social Channels Twitter Facebook Forums Images Comments
  38. 38. CompetitiveAnalysis Pentonmarketingservices.com | 38 SENTIMENT EXCLUDING NEUTRAL MENTIONS 63% 37% Client X Sentiment Positive Negative 39% 61% Comp. A Sentiment Positive Negative 65% 35% Comp. C Sentiment Positive Negative 54% 46% Comp. D Sentiment Positive Negative 63% 37% Comp. B Sentiment Positive Negative
  39. 39. Month Three (January 2014)
  40. 40. We help brands analyze value, optimize investment, and forecast future trends. Client X & ClientY | Report Range: January 2014 Ongoing eListening Study CLIENT LOGO
  41. 41. Study Objectives Audience Analysis Who is most active and what they are saying? What does your audience care about, any pain points, what influences them to buy? Content Needs What content is influencing the market and where? Where is content resonating (social media, forums, etc.) Find brand advocates/influencers. Asses client’s current content. Alignment of Marketing Campaigns Where should your brand focus online? What is the right media mix, what new marketing channels provide opportunity? Pentonmarketingservices.com | 41 You expressed interest in learning about the following: YOUR BRAND, INDUSTRY & COMPETITORS  Know how your audience perceives your brand, your products, and/or your services.  Discover where your audience or industry is engaging online, and what influences their buying and behavioral decisions.  Identify who your competitors are targeting, and how they are going after your audience. SPECIFIC AREAS OF FOCUS  Total Cost of Operations/Ownership  Safety Packages  GHG14 Regulations We focus on:
  42. 42. MONITOR Using a combination of robust 3rd party tools and manual search performed by our experienced analysts, we look across all online media types (blogs, forums, social media channels and mainstream news sources) during a specific time period, based on study objectives & goals. ANALYZE & ASSESS Findings are explored, insights are identified, opportunities are outlined and your current content is reviewed. This collaboration of qualitative and quantitative research results in the findings that are published in this report. We align insights with marketing recommendations and provide a path of execution for you to use this data moving forward. Study Methodology Pentonmarketingservices.com | 42 How we collect, review and present insights & data to ultimately drive your ROI. The Penton Advantage After identifying key insights we are able to validate and/or expand on the findings with Penton’s own industry experts. SO WHAT? Our experts are already connecting and engaging with your target audiences so they provide information no other firm can give you access to.
  43. 43. SENTIMENT Throughout January the brand sentiment remained fairly positive with more than 1,100 positive mentions. There were many positive posts on Facebook, with people sharing photo posts of Client X trucks and positively commenting. SHARE OF VOICE Mentions for Client X were at more than 11,900, the highest we’ve seen compared to earlier reports. December, however, did have a little more than 12,000 mentions. Again, mentions were higher than those of the competitors. The days with highest spikes averaged around 485 mentions. Mentions were pretty consistent throughout the month, but we did see the highest spike after a video featuring a Client X was uploaded to YouTube. ENGAGEMENT There was continued engagement coming from the Facebook account and a good amount of engagement on the Twitter page. There were more replies and conversations happening between the brand and its followers on Twitter then we had seen in previous months. Client X Brand Analysis Pentonmarketingservices.com | 43 Client X mentions were higher than all competitors again in January Jan 14 482 Jan 20 477 Jan 29 502 12,341 11,975 8,000 9,000 10,000 11,000 12,000 13,000 December January Client X Mentions by Month December January
  44. 44. SENTIMENT Overall, the sentiment around Client Y is pretty positive. There are a lot of positive comments on video posts, where Client Y engines are being highlighted. These type of comments are happening on YouTube and Facebook. There were a few negative mentions around the performance of Client Y engines in extremely cold weather. SHARE OF VOICE Mentions around the Client Y brand have held pretty steady over the past few months, averaging around 3,400 posts per month. However, Cummins is drawing more mentions each month. The days with Client Y’s highest spikes averaged around 230 mentions. The most popular days focused on multimedia posts demonstrating the power of Client Y engines. ENGAGEMENT There was great engagement happening on the brand’s Facebook page during January. As people commented on posts and asked question, the brand was providing them with answers and feedback. This is an excellent way to keep and build brand advocacy. ClientY Brand Analysis Pentonmarketingservices.com | 44 ClientY had fewer mentions than Cummins, but still had favorable sentiment Jan 25 191 Jan 5 215 Jan 29 287 3,340 3,469 2,000 2,500 3,000 3,500 4,000 December January Client Y Mentions by Month December January
  45. 45. SHARE OF VOICE Compared to our previous reports, the collective amount of mentions is much higher. Comp. D was one of the competitor brands with a smaller share of voice in the past, and, in January, they had more than 11,000 mentions. There was a good amount of discussion around a new air disc brake that they introduced towards the end of the month. Client X still led all competitors in mentions, despite the jump around Comp. D. Related data on page 17 in the appendix Competitive Analysis - Client X Pentonmarketingservices.com | 45 Client X compared to its competitors: Comp.A, Comp. B, Comp. C & Comp. D Total Mentions: 52,810 23% 23% 20% 18% 16% Client X Share of Voice - January 2014 Client X Comp. D Comp. B Comp. C Comp. A
  46. 46. SHARE OF VOICE As with our previous report, Competitor E led all brands in mentions again. Combining Competitor G and Competitor D, their mentions still did not equal that of Client Y. Many of the Cummins mentions were coming from owner/operators who were discussing problems they had with the Competitor F engines, such as EGR valve issues. Other brands, such as Client Y, are being mentioned in these types of conversations. Related data on page 17 in the appendix Competitive Analysis - ClientY Pentonmarketingservices.com | 46 ClientY compared to its competitors: Competitor E, Competitor D and Competitor F Total Mentions: 14,933 60% 23% 15% 2% Client Y Share of Voice - Januray 2014 Competitor E Client Y Competitor D Competitor F
  47. 47. Major Audience Segments: • Fleet Owners • Fleet Managers • Owner/Operators • Drivers Key Insights: • Total Cost of Operations/Ownership • Safety Packages • GHG14 Regulations Industry Overview
  48. 48. FLEET OWNERS Small & Large Fleets Owners of fleets comprised of 5-20 trucks are talking more online than those with more than 50. The small fleet owners are connecting on forums and LinkedIn. Large fleet owners are consuming content, but not discussing it. They are sharing industry studies, news, and blogs within industry groups on LinkedIn, as well. Audience Personas Pentonmarketingservices.com | 48 A snapshot of your audience segments and influencers: FLEET MANAGERS Fleet & Supply Chain Fleet and supply chain managers of larger fleets are using forums and LinkedIn groups to find and discuss pain points of drivers and get input from their peers on purchase decisions. This group tends to focus on maintenance issues surrounding different brands and models. OWNER/OPERATORS Drivers & Decision Makers This audience segment considers many factors when purchasing a new truck. They can approach a purchase from the viewpoint of a driver and an owner. This group understands the importance of total cost of ownership. Owner/operators are also often well-respected within discussions on forums. DRIVERS End-Users This group is very vocal online, especially on social media and forums. While drivers are not the ones purchasing, they are influencing the decision makers with their input around the vehicles that they drive. Drivers discuss maintenance and comfort issues the most.
  49. 49. Where are they talking? Primarily, forums are where this topic is being discussed. What are they saying? Drivers and O/O’s are talking the most about the pros and cons of operating Client X, specifically the newer model of Brand X. Who is talking about this? • Owners/Operators • Drivers During January, there were no mentions of the phrase “total cost of operations” in relation to the trucking industry. “Total cost of ownership” is still the phrase that people in the industry are using. In regards to Client X specifically, there are more conversations happening around the Brand X line and its total cost of ownership. Many noticed that they are saving in fuel costs since running the Brand X, but complain about it only having one fuel tank. In conversations we saw last year, the Brand X was viewed as a great truck that drivers wanted to try out. Now that it has been added to more fleets, more owners and drivers are getting the opportunity to evaluate the performance and overall feel of the truck. Larger fleet drivers find the cabs to be quite comfortable and say the ride is improved over other Client X models. Drivers are finding quirks that they don’t like about the Brand X, such as the size of the mirrors and leaky windshields, but there aren’t many experiencing serious problems that require extensive repairs. When owners are comparing trucks to purchase, Client X is usually recommended, in regards to total cost of ownership. One reason being repeated is the volume of Client X dealers compared to its competitors. There are more dealers with longer hours available to drivers if they need to get to a shop for a repair. This is cited as a deciding factor for many O/O’s and fleet owners, alike. Key Insights Pentonmarketingservices.com | 49 “Total Cost of Operations” is not a phrase being used in the industry
  50. 50. Where are they talking? Forums are producing the most commentary from drivers and O/O’s on the subject. What are they saying? Drivers for large fleets have mixed feelings toward the installation of dash cams for hard braking and critical safety events. Who is talking about this? • Owners/Operators • Drivers • Fleet Owners The most discussed topic within the trucking industry is lane departure warning systems. A few of the larger fleets, including Prime, are installing camera systems in their trucks that will monitor lane departures and document driver activity during hard braking situations. Drivers speculate that Meritor’s OnLane product is what Prime will be installing in the near future. OnLane is a lane departure warning system that has the ability to record and save videos of critical safety events. Fleet drivers are not very happy about having a camera on their dash that monitors them. However, they do agree with cameras being used on the outside of the truck and on their dash, focused on the road, rather than the driver. They feel that this violates their privacy. Others who operate trucks with these types of cameras say that they are not recording 24/7 and drivers shouldn’t worry about it. Owner/Operators that have installed cameras in their trucks say that they like having the assurance that if something does happen to them that is not their fault, they will have the documentation they need. This also helps them with insurance and liability costs. More fleets are adding these safety features to protect themselves, their property and their drivers. This technology helps to avoid accidents and better protects drivers when they are involved in non-fault accidents. Key Insights Pentonmarketingservices.com | 50 Safety Packages and features are a hot topic with drivers and owners
  51. 51. Where are they talking? Trucking forums are where many within the industry, including fleet owners, aired their grievances with the new regulations. What are they saying? Many O/O’s are choosing to forego modifications and eliminate California from their routes. Who is talking about this? • Owners/Operators • Fleet Owners • Drivers Owner/Operators are not supportive of the Greenhouse Gas and Emissions Regulations in California . They see the required modifications as unnecessary and too costly. Many believe that it’s more cost-effective for them to eliminate California from their routes and deliveries than paying to have their existing trucks modified. Large fleet owners are weighing in, and agreeing with the owner/operators. The costs are even higher for them to get all of their trucks up to regulations, and they’re debating about whether to upgrade their entire fleet or just part of their fleet in order to run through California. Some of these larger fleet owners cannot afford to eliminate California from their routes, and instead consider paying for modifications or upgrading a minimal amount of trucks. There are a few people looking at the GHG14 regulations with an open mind. They feel like the strict emission regulations in California will soon be adapted by many other states and that modifying now will benefit them further down the road. They point out that legislation is in the works around the country, and truckers won’t be able to avoid all of these states that will enforce these regulations like they can now with California. Key Insights Pentonmarketingservices.com | 51 The GHG14/Emissions regulations are a very hot topic with owners
  52. 52. Strategy Recommendations Pentonmarketingservices.com | 52 Based on the insights we found, we recommend the following strategy & content: CLIENT X While “Total Cost of Operations” is not a term being used, it does apply to the conversation happening around Client X trucks. Opportunity A big selling point to owner/operators and large fleet owners is the volume of Client X dealers throughout the country. Messaging & Content When promoting the new phrase of “Total Cost of Operations,” put an emphasis on Client X dealers. Create content that highlights Client X dealerships around the country. Online Ads & Infographics Consider using imagery that emphasizes the availability of Client X to owners across the nation. Use these images in online ads to grab the viewers attention and in infographics comparing Client X with its competitors. CLIENT Y In preparation of launching the Client Y Safety Package, focus on the concerns and protests of drivers and owners. Messaging Because drivers are apprehensive about the on-dash cameras, put an emphasis on how video is captured and what can trigger the camera to record. This can provide assurance to the drivers that their privacy is not being violated and to the owners that what they need to protect themselves will be available to them. Content The best content to use to prove this point is video. Within the industry, videos are being shared and discussed often.  Highlight how the video cameras work, both outside the truck and within.  Show drivers how the video is collected and recorded.  Demonstrate how this system can protect a driver and the fleet owner when there is an accident or a critical event.
  53. 53. What to Watch out for? As the weather gets worse, more drivers are talking about adjusting their driving when they’re in bad weather, especially snow and ice. Cruise control and autoshift transmissions are two topics that come up often in these discussions. Conversations like this were beginning to trend toward the end of January, and, with the forecasts for more bad winter weather, it looks like it will continue to trend throughout February. Looking Ahead In regards to Client X, the Brand X model was still a very popular topic of discussion. Many fleets have bought Brand Xs and more and more drivers are beginning to actively discuss their experience with the truck. There were a few mentions of having issues with the startup process and clutch not being engaged. This is something that Client X should continue to monitor going forward. Pentonmarketingservices.com | 53
  54. 54. ThankYou Jennifer Sigwart 571.388.5007 Jennifer.Sigwart@penton.com Julia Niiro 970.203.2839 Julia.Niiro@penton.com CLIENT LOGO
  55. 55. Full data sets used in order to create insights regarding your audience, industry, brand and content. Data Appendix
  56. 56. Brand Analysis & Breakdown Pentonmarketingservices.com | 56 TOP SOCIAL CHANNELS - CLIENT X This is a deeper look at where the target audience is talking about Client X and its competitors online. TOP SOCIAL CHANNELS – CLIENT Y This is a deeper look at where the target audience is talking about Client Y and its competitors online. Brand Total Mentions Client X 11,975 Comp. D 11,879 Comp. B 10,693 Comp. C 9,759 Comp. A 8,504 Brand Total Mentions Competitor E 9,004 Client Y 3,469 Competitor D 2,160 Competitor F 300 47% 32% 14% 4% 3% Top Social Channels Facebook Twitter Forums Blogs Video 49% 17% 16% 12% 6% Top Social Channels Facebook Forums Twitter Blogs Videos
  57. 57. • Sentiment • Topic Breakdown • Channel Breakdown • Facebook • Twitter • Forums • Blogs Client X Breakdown
  58. 58. Client X Sentiment Pentonmarketingservices.com | 58 Overall Blogs Twitter Forums Facebook
  59. 59. Client X Topics Pentonmarketingservices.com | 59 Word Cloud DISCUSSION TOPICS  Brand X Pros & Cons  Fleet drivers discuss what they like and don’t like about the new Brand Xs.  Engine startup was an issue that drivers were discussing, particularly in colder weather.  Leasing options around Client Xs and other major model trucks  There are quite a few blog posts discussion leasing options for small to mid-size fleets
  60. 60. Popular Facebook Mentions Pentonmarketingservices.com | 60
  61. 61. Twitter Mentions Breakdown Pentonmarketingservices.com | 61
  62. 62. TopTwitter Sources & Influencers Pentonmarketingservices.com | 62
  63. 63. Forum Mentions Breakdown Pentonmarketingservices.com | 63
  64. 64. Top Forum Sources Pentonmarketingservices.com | 64
  65. 65. Blog Post Breakdown Pentonmarketingservices.com | 65
  66. 66. Top Blog Sources & Influencers Pentonmarketingservices.com | 66
  67. 67. • Sentiment • Topic Breakdown • Channel Breakdown • Facebook • Twitter • Forums • Blogs Client Y Breakdown
  68. 68. ClientY Sentiment Pentonmarketingservices.com | 68 Overall Blogs Twitter Forums Facebook
  69. 69. ClientY Topics Pentonmarketingservices.com | 69 Word Cloud DISCUSSION TOPICS  Engine performance in extremely cold weather  Autoshift Transmissions  Cruise Control  Fuel Efficiency compared to competitors  Comparisons to the Competitor E engines  An Comp. Model with Competitor E engine was awarded the “2014 Heavy- Duty Commercial Truck of the Year” by a panel of journalists. Many drivers don’t see how a truck with a Competitor E engine could win over a Client Y engine.
  70. 70. Popular Facebook Mentions Pentonmarketingservices.com | 70 This blog post has been shared close to 27,000 times since it was published in December with almost all of the shares coming from Facebook. Post: Mike Harrah’s Client Y with 8 Blowers
  71. 71. Twitter Mentions Breakdown Pentonmarketingservices.com | 71
  72. 72. TopTwitter Sources & Influencers Pentonmarketingservices.com | 72
  73. 73. Forum Mentions Breakdown Pentonmarketingservices.com | 73
  74. 74. Top Forum Sources Pentonmarketingservices.com | 74
  75. 75. Blog Post Breakdown Pentonmarketingservices.com | 75
  76. 76. Top Blog Sources & Influencers Pentonmarketingservices.com | 76
  77. 77. Brand Slides from Previous Report for Comparison • Demographics • Competitive Analysis Client Y Breakdown (2013)
  78. 78. Pentonmarketingservices.com | 78 Brand Analysis CLIENT Y DEMOGRAPHICS The people discussing the Client Y brand tend to be younger males between the ages of 21- 35. This is mostly due to that specific generation being more digitally connected. Many of the discussions coming from younger drivers revolve around future purchases. There was a large amount of mentions coming from Michigan, specifically on Twitter. 33% 22% 17% 12% 11% 5% State Distribution Michigan California Texas Florida New York Illinois 76% 24% Gender Distribution Male Female 17% 40% 21% 22% Age Distribution 20 & under 21-35 36-50 51 & over
  79. 79. Pentonmarketingservices.com | 79 Competitive Analysis Competitor E vs. Client Y Client Y and Competitor E engines are being discussed the most among all the competitors. Both are often recommended when other brands are mentioned, specifically Competitor F engines. Competitor F, Competitor G and Comp. D are not as popular with truckers, as they tend to pose a lot of problems and require a lot of maintenance. 43% 24% 15% 10% 8% Heavy Duty Engine Share of Voice Competitor E Client Y Competitor G Competitor D Competitor F

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