BMW Digital Key Learning & Takeaways, Conversation Analysis, Sentiments Analysis, Keyword Search Trends, Social Channels Engagement, Website Analysis

1. SOCIAL & DIGITAL ANALYSIS
BMW

2. • Seventh-Generation BMW 3 Series
Launched
• Comparison of BMW 3 series happened
with Mercedes C-class
CONVERSATIONS & SOURCES
• Year End Deals
• DS 7 Crossback comparison
with X1
• Volvo S60 T5. Audi A4
lifestyle edition comparison
with 3 series
• BMW new 3 series spotted
Testing
Longest Wheelbase: BMW 3 Series
Petrol: Most Powerful, Torquiest, Fastest to 100Kmph: 3 Series
Diesel: Most Powerful, Torquiest, Fastest to 100Kmph: C Class
Diesel: Most frugal: 3 Series
3 Series have an advantage with eight airbags compared to
seven in the C-Class.
Top Forums:
• team-bhp.com
• consumercomplaints.in
• complaintboard.in
Total
Mentions
2.8 K
Duration: Oct’18 – Oct’19
Location: India

3. SENTIMENTS
• All-new BMW 3 Series
Ambient video & #3rill
video Engagement
• Virtual Assistant, Wireless
Car Play
Spy Shots of BMW 8
Series Gran Coupe Hints
Additional Features
BMW X3 Positive reviews
compare to C class & Kodiaq
BMW X4 Launched
Duration: Oct’18 – Oct’19
Location: India
• 2018 Cars Recalled in India
- BMW 3 Series:7k, X3:12
• Users complaint about
issues with few Dealership
services in Delhi
BMW 3-Series GT Water
leakage problem
• Poor Quality material for
paint job used in BMW
• BMW Cars Recalled in
2019 – BMW series
3,5,X5,X6: 800
• Few users are annoyed
with the customer
service
• BMW catches fire, short
circuit suspected

4. FEW CUSTOMERS VERBATIMS

5. • The BMW social media Handles
overall has very low engagement
rate.The Industry benchmark for
overall engagement rate is 3-4 %
• Talking about the Posts on
Instagram over last 10 days
Mercedes India Handle posts have
significant more engagement than
BMW posts
BMW SOCIAL MEDIA CHANNELS ENGAGEMENT

6. WEBSITE ANALYSIS
BMW Mercedes
• Website visits & Page/visit on
Mercedes India Website are more
as compare to BMW India Site.
• 81% of traffic on Mercedes site
comes from Search whereas BMW
yields only 60% traffic from search
• 21% direct traffic on BMW site
shows good brand website recall
with users
• 53% of BMW Social traffic
contributed from YouTube is a
positive sign but BMW needs to
establish good connect / presence
on Facebook as it contributes 57%
of Mercedes website traffic.
BMW Mercedes

7. • Through out last 1 year
* “Near Me” Searches
around BMW are more than
Mercedes majorly from
Karnataka followed by
Maharashtra & Gujrat.
• Apart from all above regions
BMW has good number of
Near Me searches from
Haryana.
• Last 60 days (Aug - Oct’19)
searches around BMW near
me are rapidly growing.
This play’s an critical role these
days while planning brand Digital
Strategy as this will help us to
plan our SEM & SEO Strategy
keeping in mind the relevant
search terms, keywords &
Demographics for contextual
placements with near me search
trends.
SEARCH TRENDS – NEAR ME
Oct ’18 – Sep ’19
* Near Me searches refers to people searching
for showrooms near their area. According to
Google Data there is 60% increase in Near Me
searches in 2019 till now.

8. SEARCH TRENDS – CAR VARIANTS
• In terms of car variants netizens are searching more about BMW x1 followed by Mercedes C class, CLA and BMW 3 series.
• In comparison to BMW x1 interests with other variants; J&K will lead followed by Assam, Jharkhand, AP, Bihar, Karnataka & others.

9. KEY LEARNINGS & TAKEAWAYS
▪ Overall conversation & discussions around BMW over various Forums & Social channels are
happening in regard to users dissatisfaction with Customer service & few Dealerships.
▪ Few users have mentioned negative specific about BMW Tyres & Spare Tyre.
▪ There is no ORM* happening on Digital/Social Platforms which leads many potential & annoyed
customers queries unanswered and results in users negative sentiments and discouragement around
the Brand/products.
▪ No official statements on the recent Car Recalls was seen on Digital Platforms leading to negative
sentiments around brand.
▪ Overall engagement** on Social Media channels is low as compare to the Industry benchmark.
▪ Search traffic is seen majorly on Brand driven keywords, Focus on Product keywords will increase the
website visits.
▪ BMW YouTube*** channel needs to be leveraged more effectively.
*ORM: Response rate needs to be minimum 85% & Response time to 15 Mins.
**Engagement rate needs to be min 2-3%
*** YouTube contribute 54% of conversions in Automobile Industry

10. Thank You !