2011 3-14 crowning the king of luxury cars hot topic final

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2011 3-14 crowning the king of luxury cars hot topic final

  1. 1. Crowning the King of Luxury Cars<br />Presented By: Jim Reynolds<br />Strategic Account Manager – SM2<br />@jimmyrey<br />
  2. 2. Search Setup In Alterian SM2<br />Brands Monitored: <br /><ul><li> Acura
  3. 3. Audi
  4. 4. BMW
  5. 5. Cadillac
  6. 6. Chrysler
  7. 7. Infiniti
  8. 8. Lexus
  9. 9. Lincoln
  10. 10. Mercedes-Benz</li></ul>Models Monitored: <br /><ul><li> Acura TL
  11. 11. Audi A4
  12. 12. BMW 3 Series
  13. 13. Cadillac CTS
  14. 14. Chrysler 200
  15. 15. Infiniti G37
  16. 16. Lexus IS
  17. 17. Lincoln MKZ
  18. 18. Mercedes-Benz C Class</li></ul>* Locations / Languages: All Countries & Languages for Brands & USA and English Only for Models<br />
  19. 19. Daily Volume – All Brands<br />Analysis<br /><ul><li>Total of 233k social media mentions
  20. 20. Volume of conversation increases 10x during Super Bowl
  21. 21. 2nd Largest spike is day after Super Bowl</li></li></ul><li>Share of Voice Total – Brands<br />Analysis<br /><ul><li>35% Media Types -Other (Primarily mainstream media sites and publications)
  22. 22. 22% Microblogs (Twitter etc.)
  23. 23. 20% Message Boards (Automotive Centric forums & boards)
  24. 24. 13% Blogs</li></ul> (Key Auto Blogs)<br />
  25. 25. Daily Volume – Models<br />Analysis<br /><ul><li>Total of 28k social media mentions that are specific to car model
  26. 26. Volume of conversation spikes during release of new models at auto shows & Super Bowl commercials</li></li></ul><li>Share of Voice Total – Models<br />Analysis<br /><ul><li>30% Media Types Other (Primarily mainstream media sites and publications)
  27. 27. 18 – 20% Microblogs & Blog & Message Board Forums
  28. 28. 5% Video/Photo Sharing & Social Networks</li></li></ul><li>Automaker Deep Dive<br />
  29. 29. Chrysler Deep Dive<br />Analysis<br /><ul><li>Conversation primarily focused around “Imported from Detroit”
  30. 30. Gender led by Males
  31. 31. 18 – 24 largest group discussing Chrysler</li></li></ul><li>Chrysler 200 Deep Dive<br />Analysis<br /><ul><li>Top sites discussing Chrysler 200 are primarily sales sites and dealers, with limited community discussions
  32. 32. Sentiment generally positive, driven mostly by “Imported from Detroit” Ad</li></li></ul><li>Cadillac Deep Dive<br />Analysis<br /><ul><li>Cadillac conversations are more lifestyle driven than other auto manufactures, with limited model discussion
  33. 33. Gender is majority male
  34. 34. 25-34 is largest age group followed by 35-49</li></li></ul><li>Cadillac CTS Deep Dive<br />Analysis<br /><ul><li>Multiple communities / forums active in Cadillac CTS chatter, with limited dealer conversations
  35. 35. Sentiment is mixed, though positive</li></li></ul><li>Lincoln Deep Dive<br />Analysis<br /><ul><li>Conversations about Lincoln discuss Advertising and Mercury (a retiring brand), chatter about models is very low
  36. 36. Gender is Majority Male
  37. 37. Over 50 is largest age group, followed by 25 to 34</li></li></ul><li>Lincoln MKZ Deep Dive<br />Analysis<br /><ul><li>Discussion around the MKZ is rather limited, mostly focused around dealer conversations, with limited green/eco chatter
  38. 38. Highest percentage of positive opinion of any model monitored</li></li></ul><li>BMW Deep Dive<br />Analysis<br /><ul><li>Conversations around BMW, are primarily focused around the brand as well as features with secondary chatter around advertising
  39. 39. Gender is primarily male
  40. 40. 18 – 24 is the largest age group</li></li></ul><li>BMW 3 Series Deep Dive<br />Analysis<br /><ul><li>Discussion around the 3-Series is driven by communities; of the top 10 sources, 5 are dedicated sites for BMW owners
  41. 41. Sentiment is mostly positive</li></li></ul><li>Audi Deep Dive<br />Analysis<br /><ul><li>Conversations around Audi are mostly about their Super Bowl commercial and direct comparisons to other models
  42. 42. Gender is primarily male
  43. 43. 25-34 is the largest age group, followed closely by 18-24</li></li></ul><li>Audi A4 Deep Dive<br />Analysis<br /><ul><li>Discussions around Audi are very similar, except for the Dupont Registry Chatter not seen with any other model
  44. 44. Sentiment is the highest of any German automaker</li></li></ul><li>Mercedes-Benz Deep Dive<br />Analysis<br /><ul><li>Conversations around Mercedes-Benz were primarily focused on their Super Bowl Ad, with next to no mentions of models
  45. 45. Gender is predominately male
  46. 46. 25-35 is the largest age group</li></li></ul><li>Mercedes-Benz C Class Deep Dive<br />Analysis<br /><ul><li>Unlike other German Auto Makers, conversations are dealer driven
  47. 47. Sentiment is mostly positive, but Mercedes Benz had the most negative of all German Auto Makers due to feedback on Super Bowl advertising</li></li></ul><li>Acura Deep Dive<br />Analysis<br /><ul><li>Unlike nearly all other manufactures the conversations about Acura were focused on their models & technology vs. advertising efforts
  48. 48. Gender is primarily Male
  49. 49. Largest age group is 25 -34, followed by 35- 49, making Acura the 2nd most mature audience</li></li></ul><li>Acura TL Deep Dive<br />Analysis<br /><ul><li>Discussions are equally balanced for Acura across forums, dealers and blogs
  50. 50. Sentiment is nearly split due to social media feedback on their recent update to the 2012 TL</li></li></ul><li>Lexus Deep Dive<br />Analysis<br /><ul><li>Conversations about Lexus are about commercials and Christmas advertising, with secondary chatter about technology
  51. 51. Lexus is the only manufacturer that has more women discussing than males
  52. 52. 25 – 34 is the largest age group, followed by 18-24</li></li></ul><li>Lexus IS Deep Dive<br />Analysis<br /><ul><li>Surprisingly, discussions around Lexus don’t have more community involvement and are mostly dealer driven
  53. 53. Sentiment about Lexus is mostly positive and highest amongst Japanese models by .1%</li></li></ul><li>Infiniti Deep Dive<br />Analysis<br /><ul><li>Conversations around Infiniti are interesting. They are the only auto maker to have their previous models discussed (G35 & i35), followed by their back up warning system
  54. 54. Gender is primarily Male
  55. 55. Age is nearly equal across all groups, with smallest percentage identified amongst all auto makers</li></li></ul><li>Infiniti G37 Deep Dive<br />Analysis<br /><ul><li>Discussions are primarily dealer driven with overlapping BMW discussions
  56. 56. Sentiment is mostly positive</li></li></ul><li>Automaker & Model<br />Rankings<br />
  57. 57. Ranking the Brands - Totals<br />Analysis<br /><ul><li>Chrysler - 19%
  58. 58. BMW - 17.03%
  59. 59. Mercedes-Benz - 17%
  60. 60. Audi - 15%
  61. 61. Lincoln - 12%
  62. 62. Lexus - 8%
  63. 63. Cadillac - 5%
  64. 64. Acura - 2.9%
  65. 65. Infiniti - 2.7%</li></li></ul><li>Ranking the Brands – Totals – UPDATED 3/14<br />Analysis<br /><ul><li>Chrysler - 19%
  66. 66. BMW - 17.43%
  67. 67. Mercedes-Benz – 16.7%
  68. 68. Audi - 14.6%
  69. 69. Lincoln - 13%
  70. 70. Lexus - 8%
  71. 71. Cadillac - 5%
  72. 72. Acura - 2.8%
  73. 73. Infiniti - 2.7%</li></li></ul><li>Ranking The Brands - Trend<br />Analysis<br /><ul><li>European manufacturers were discussed the most - by a large margin - pre-Super Bowl
  74. 74. The Domestics get a huge push from Chrysler and continue to challenge Europeans post Super Bowl
  75. 75. Asian Manufacture chatter is consistent and flat</li></li></ul><li>Ranking The Brands – Trend – UPDATED 3/14<br />Analysis<br /><ul><li>European manufacturers were discussed the most - by a large margin - pre-Super Bowl
  76. 76. The Domestics get a huge push from Chrysler and continue to challenge Europeans post Super Bowl
  77. 77. Asian Manufacture chatter is consistent and flat</li></li></ul><li>Ranking the Models - Totals<br />Analysis<br /><ul><li>Chrysler 200 - 34%
  78. 78. Cadillac CTS - 21%
  79. 79. Audi A4 - 10.3%
  80. 80. BMW 3 Series - 10.2%
  81. 81. Acura TL - 8.4%
  82. 82. Mercedes-Benz C-Class 8%
  83. 83. Lincoln MKZ - 3%
  84. 84. Lexus IS - 2%
  85. 85. Infiniti G37 - 1.7%</li></li></ul><li>Ranking the Models - Totals– UPDATED 3/14<br />Analysis<br /><ul><li>Chrysler 200 - 34%
  86. 86. Cadillac CTS - 21%
  87. 87. Audi A4 - 10.3%
  88. 88. BMW 3 Series - 10.2%
  89. 89. Acura TL - 8.4%
  90. 90. Mercedes-Benz C-Class 8%
  91. 91. Lincoln MKZ - 3%
  92. 92. Lexus IS - 2%
  93. 93. Infiniti G37 - 1.7%</li></li></ul><li>Ranking The Models - Trend<br />Analysis<br /><ul><li>The Chrysler 200 has had consistent peaks higher than other Luxury Cars
  94. 94. The Cadillac CTS has had a similar pattern due the auto show circuit and very active community members
  95. 95. 2nd largest spike in the data set was focused around the TL redesign at the Chicago Auto Show</li></li></ul><li>Ranking The Models - Trend– UPDATED 3/14<br />Analysis<br /><ul><li>The Chrysler 200 has had consistent peaks higher than other Luxury Cars
  96. 96. The Cadillac CTS has had a similar pattern due the auto show circuit and very active community members
  97. 97. 2nd largest spike in the data set was focused around the TL redesign at the Chicago Auto Show</li></li></ul><li>Summary<br /><ul><li>Like most we were shocked and impressed by Chrysler. Initially we questioned whether the 200 could hold its own against more traditional Luxury car manufactures; they proved us wrong. Hopefully, they can transition this momentum into community growth like BMW or Cadillac
  98. 98. As shown by the demographics the majority of the audience is male and other than Lexus a minority are discussing these manufactures or models publically. This could be an opportunity.
  99. 99. Feel free to view the Social Analytics dashboards for yourself</li></ul>Acura: http://bit.ly/HotTopicAcura Chrysler: http://bit.ly/HotTopicChrysler<br />Lexus: http://bit.ly/HotTopicLexus Cadillac: http://bit.ly/HotTopicCadillac<br />Infiniti: http://bit.ly/HotTopicInfiniti Lincoln: http://bit.ly/hottopicLincoln<br />AUDI: http://bit.ly/HotTopicAudi BMW: http://bit.ly/HotTopicBMW<br />Mercedes Benz: http://bit.ly/HotTopicBenz<br />
  100. 100. THANK YOU!Please contact us with any questions:Jim Reynolds: jim.reynolds@alterian.com<br />UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 |Asia/Pac: +61 (2) 9968 2449<br />Web: www.alterian.com |Blog: www.engagingtimes.com |Twitter: @Alterian<br />Slideshare: Alterian |YouTube: engagingtimeslive |Facebook: The Real Alterian<br />

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