This in-depth brand report summarizes BMW's luxury SUV brand performance in the UK for July 2014. The report includes sections on insights and recommendations, CEO dashboard metrics, spike analysis of key metrics, analysis of Facebook and Twitter pages, audience demographics, and competitors. Key findings include that 26.7% of BMW SUV conversations occur on forums where people ask questions; BMW leads in share of voice but could be more active socially; and there is some online criticism of minor vehicle faults that goes unanswered. The report provides recommendations such as actively engaging on forums, providing technical support online, and monitoring spikes in sentiment around new vehicles.
The document outlines standards for BMW brand design in promotional print media. It provides guidelines on the new BMW sender designation which focuses more clearly on the BMW brand using enlarged symbols and identity modules. Examples are given of the new design format for brand and product communications, outlining key elements like headlines, subheadings and legal disclaimers. Typography, formatting and placement of elements are also addressed to ensure consistent branding across print promotions.
This document provides an overview of BMW's global strategy, including its product lines, key consumer segments, challenges, competitors, and recommendations. It discusses BMW's revenues, vehicle and motorcycle sales, market share, employees, and dealership reach. Two main consumer segments are described as "Successful and Show" and "Go-Getters and Big Dreamers." Challenges include expanding into new markets, meeting emissions standards, and competing with tech-focused automakers. Competitors discussed are Mercedes, Audi, Tesla, Google, and Faraday. The future is predicted to include connected cars, customized lighter vehicles, and the rise of Asia Pacific and self-driving technologies. Recommendations center on investing in new markets,
The document summarizes a presentation on BMW's brand strategy. It analyzes BMW's current "joy" campaign, brand positioning, and performance across various brand metrics. It identifies issues like weak performance perceptions and lack of appeal to some segments. It recommends strengthening performance marketing, tailored campaigns to better target women and youth, and accepting trade-offs to focus on the most lucrative segments.
The document discusses using the brand resonance model to build a car brand. It explains the brand resonance pyramid, which has five levels: salience, performance/imagery, judgments/feelings, and brand resonance. It then provides an example of how to apply this model to the car brand DC Cars. At each level of the pyramid it gives details about DC Cars' brand salience as a luxury manufacturer, its performance in safety innovations, how customers judge and feel about its prestige and quality, and examples of brand resonance through social media following and owner clubs. The pyramid model is presented as a way to measure how well a brand meets customer needs and wants to create resonance.
The document discusses BMW's product line and marketing strategies. It notes that BMW was originally an aircraft engine manufacturer and now focuses on luxury and performance vehicles. It describes BMW's typical customer as well-educated, high income individuals. BMW had success with viral marketing films in the early 2000s. The document recommends that BMW focus on long-term strategic objectives to attract younger customers and avoid alienating existing customers, while reinforcing its prestige brand image and competing against automakers with larger marketing budgets.
A brand is forever! A framework to revitalizing the declining and dead brandSameer Mathur
Managerial actions, environmental factors, and competitive actions can all contribute to brand decline over time. However, some brands are able to be revived through strategic revitalization efforts. There are three key steps to reviving a declining brand: 1) assessing whether the brand is still worth investing in based on residual value and equity; 2) developing a long-term strategy to reposition the brand, invest in improving its image, and educate the market; and 3) correcting any past mismanagement issues by improving quality, refining the target market, and resisting urges to lower prices. With the proper diagnosis and execution of a revitalization plan, declining brands can potentially be strengthened and revived.
Mercedes ahead of bmw and audi in social buzzSimplify360
The document analyzes the social media presence and engagement of BMW, Audi, and Mercedes-Benz from March to July 2013. It finds that Mercedes-Benz and BMW dominated social media awareness over Audi, with most conversations coming from men aged 13-30 in the US, Russia, Indonesia, and UK. BMW had the strongest social media presence but lower engagement rates than its competitors, while Audi led in Twitter followers but Mercedes-Benz had the highest Facebook engagement. The report provides recommendations for BMW to improve its social media performance relative to Audi and Mercedes-Benz.
The document summarizes BMW's "HyoRee's Anystar Campaign" marketing campaign from 2001. The goals of the campaign were to sustain growth, attract young customers without alienating existing customers, and strengthen BMW's luxury brand image. The campaign was successful, achieving a 13% sales increase in 2001 and strengthening BMW's brand perception among younger demographics. The document evaluates the success of the campaign and recommends continuing the campaign approach through producing additional short films for distribution online and through DVD, as this leverages the prior success while being cost-effective.
The document outlines standards for BMW brand design in promotional print media. It provides guidelines on the new BMW sender designation which focuses more clearly on the BMW brand using enlarged symbols and identity modules. Examples are given of the new design format for brand and product communications, outlining key elements like headlines, subheadings and legal disclaimers. Typography, formatting and placement of elements are also addressed to ensure consistent branding across print promotions.
This document provides an overview of BMW's global strategy, including its product lines, key consumer segments, challenges, competitors, and recommendations. It discusses BMW's revenues, vehicle and motorcycle sales, market share, employees, and dealership reach. Two main consumer segments are described as "Successful and Show" and "Go-Getters and Big Dreamers." Challenges include expanding into new markets, meeting emissions standards, and competing with tech-focused automakers. Competitors discussed are Mercedes, Audi, Tesla, Google, and Faraday. The future is predicted to include connected cars, customized lighter vehicles, and the rise of Asia Pacific and self-driving technologies. Recommendations center on investing in new markets,
The document summarizes a presentation on BMW's brand strategy. It analyzes BMW's current "joy" campaign, brand positioning, and performance across various brand metrics. It identifies issues like weak performance perceptions and lack of appeal to some segments. It recommends strengthening performance marketing, tailored campaigns to better target women and youth, and accepting trade-offs to focus on the most lucrative segments.
The document discusses using the brand resonance model to build a car brand. It explains the brand resonance pyramid, which has five levels: salience, performance/imagery, judgments/feelings, and brand resonance. It then provides an example of how to apply this model to the car brand DC Cars. At each level of the pyramid it gives details about DC Cars' brand salience as a luxury manufacturer, its performance in safety innovations, how customers judge and feel about its prestige and quality, and examples of brand resonance through social media following and owner clubs. The pyramid model is presented as a way to measure how well a brand meets customer needs and wants to create resonance.
The document discusses BMW's product line and marketing strategies. It notes that BMW was originally an aircraft engine manufacturer and now focuses on luxury and performance vehicles. It describes BMW's typical customer as well-educated, high income individuals. BMW had success with viral marketing films in the early 2000s. The document recommends that BMW focus on long-term strategic objectives to attract younger customers and avoid alienating existing customers, while reinforcing its prestige brand image and competing against automakers with larger marketing budgets.
A brand is forever! A framework to revitalizing the declining and dead brandSameer Mathur
Managerial actions, environmental factors, and competitive actions can all contribute to brand decline over time. However, some brands are able to be revived through strategic revitalization efforts. There are three key steps to reviving a declining brand: 1) assessing whether the brand is still worth investing in based on residual value and equity; 2) developing a long-term strategy to reposition the brand, invest in improving its image, and educate the market; and 3) correcting any past mismanagement issues by improving quality, refining the target market, and resisting urges to lower prices. With the proper diagnosis and execution of a revitalization plan, declining brands can potentially be strengthened and revived.
Mercedes ahead of bmw and audi in social buzzSimplify360
The document analyzes the social media presence and engagement of BMW, Audi, and Mercedes-Benz from March to July 2013. It finds that Mercedes-Benz and BMW dominated social media awareness over Audi, with most conversations coming from men aged 13-30 in the US, Russia, Indonesia, and UK. BMW had the strongest social media presence but lower engagement rates than its competitors, while Audi led in Twitter followers but Mercedes-Benz had the highest Facebook engagement. The report provides recommendations for BMW to improve its social media performance relative to Audi and Mercedes-Benz.
The document summarizes BMW's "HyoRee's Anystar Campaign" marketing campaign from 2001. The goals of the campaign were to sustain growth, attract young customers without alienating existing customers, and strengthen BMW's luxury brand image. The campaign was successful, achieving a 13% sales increase in 2001 and strengthening BMW's brand perception among younger demographics. The document evaluates the success of the campaign and recommends continuing the campaign approach through producing additional short films for distribution online and through DVD, as this leverages the prior success while being cost-effective.
A brand is forever a framework for revitalizing declining and dead brandsSameer Mathur
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
The document summarizes a marketing plan for the BMW Z3 roadster. It targets males ages 35-65 who seek unique self-expression. The plan aims to increase awareness, knowledge, and conviction of the Z3 through a mix of traditional and non-traditional media. Research found high interest across demographics and positive initial reviews. The plan positions the Z3 as offering performance and individuality through German engineering. The objectives are to increase awareness to 85%, knowledge of BMW quality to 40%, and conviction as the best roadster to 25%.
BMW is a luxury German automaker known for high-quality vehicles. It sells over 1.95 million cars and 115,000 motorcycles annually. BMW focuses on engineering excellence and designs vehicles that appeal to status-seeking customers. It uses a lean distribution model with authorized dealerships in premium locations to maintain an exclusive brand image. BMW promotes through high-quality television ads focusing on technology, performance, and luxury to position the brand as aspirational. It prices vehicles at a premium to appeal to customers seeking status and craftsmanship over functionality alone.
BMW produced 5 short films called "The Hire" starring Clive Owen to promote its brand and vehicles. The films cost $15 million to produce and generated high viewership online. This document considers alternatives for BMW's next marketing initiatives, including producing more short films, making a feature-length film, or utilizing traditional marketing and developing computer games. It recommends the latter option to maximize the value of the existing films, engage younger audiences, and continue portraying BMW's technology-focused brand image in an innovative way.
Group Presentation about BMW including company presentation and brand analysis especially regarding the BMW film campaign (European University, MBA Term 3-2012, Media & Advertising)
BMW has been a top luxury automaker since the early 1900s, starting with engines before expanding to cars. Key to BMW's success is its range of high-quality vehicles that appeal to both upper and lower classes. BMW has a global manufacturing and distribution network to produce and deliver vehicles and parts worldwide. Through consistent marketing over many years, BMW has established itself as a top-of-mind luxury brand, known for its reputation, premium pricing, and creating an image of desirability among customers.
BMW has achieved market leadership in the luxury car segment in India for the second consecutive year. It currently has a 43% market share and saw sales growth of 73% in 2010. To maintain this lead, BMW plans to increase its market share in the SUV segment to 10% by the end of 2011. It will promote its new X1 SUV through an extensive advertising campaign including TV, print, internet and mall promotions. The total estimated budget for the 2-month campaign is Rs. 22.68 crores.
BMW launched the Z3 roadster to expand its market share in the US. It selected the Z3 because it captured BMW's brand of performance and luxury. BMW used non-traditional marketing like product placement in the James Bond film GoldenEye to generate excitement for the new roadster. It launched the car through a variety of channels like a Neiman Marcus catalog and BMW's website to build anticipation before the car was available in dealerships. The unconventional marketing approach was a success in generating buzz around the Z3's launch.
BMW has long focused on innovation and premium vehicles to attract customers. Over the years, BMW expanded its model offerings, production capabilities, and global markets. It tailored its products and marketing to target high-income professional customers seeking status and luxury. While this selective strategy helped BMW succeed in growing its premium brand, it also made the company more vulnerable during economic downturns when fewer customers could afford its vehicles.
This document analyzes BMW's e-marketing strategies. BMW invests heavily in its website, applications, and social media presence to conduct integrated online and offline marketing campaigns. Key aspects of BMW's online marketing include search engine optimization, online advertisements, an online magazine, and social media like Facebook and YouTube. Case studies show campaigns in Brisbane and Latin America increased sales and engagement. Past campaigns like "Story of Joy" and "BMW Films" were highly successful at increasing brand awareness, sales, and collecting customer data through an integrated online and offline approach. Overall, BMW's strategic use of e-marketing has helped it identify, acquire, satisfy and retain customers globally.
BMW conducted a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats in response to changes in the automobile industry. Some of BMW's key strengths included its reputation for luxury and quality, engineering history, and flexible facilities. Weaknesses included high manufacturing costs and overreliance on the 1 Series model. Opportunities existed in economies of scale from acquisitions and expanding into new market segments. Major threats included increased merger activity from larger competitors and more direct competition from brands like Volkswagen, Mercedes, and Toyota. BMW's acquisition of Rover aimed to capitalize on opportunities for increased scale and market coverage, but it ultimately failed and BMW had to reevaluate its strategy.
The BMW X3 is targeted towards consumers in the later stages of the family life cycle:
- Married with teenage children (Full Nest II): The X3 provides enough space and cargo capacity for an active family with older children, while still being a smaller SUV suitable for families with teenagers.
- Empty nest I (Older married couples, no children living with them, still working): As children move out, the X3 offers a versatile and luxurious vehicle that can be used for both family and personal needs.
- Empty nest II (Older married couples, no children living with them, retired): The X3 appeals to older consumers looking to downsize from a larger vehicle but still want the comfort, prestige and
The document summarizes BMW's "The Company of Ideas" advertising campaign from the early 2000s. The campaign aimed to reposition BMW's brand from "The Ultimate Driving Machine" to appeal to a wider range of affluent consumers beyond yuppies. It emphasized BMW's culture of innovation and design. However, the campaign received criticism for possibly diluting the brand's values with vague messaging and for its veiled competitor bashing. The curvy car designs of BMW's new design chief also drew some criticism.
BMW Digital Marketing 2012 Presented by eBrand VietnamHai Dongkixot
Objectives – Enhance brand awareness – Attract potential & new customers – Generate new leads – Increase showroom traffic – Improve customer database: quantitative and qualitative (targeting: reach – consumers with real interest in our products; gain deeper insights into customer – Profiles: their interests, needs, lifestyles, etc.) get valuable data
A framework for revitalising dead and decaying brands.(by Kohli,Thomas)114iiminternship
This document discusses strategies for revitalizing declining and dead brands. It begins by providing examples of brands that declined like Oldsmobile and Pan Am but were able to recover like Harley-Davidson. It then covers common causes of brand decline like poor management decisions, changing environments, and competitive actions. The document outlines a framework for deconstructing brand decline by examining brand equity components like awareness, image, and customer response. Finally, it discusses approaches for revitalizing brands by taking a long-term perspective, repositioning the brand, correcting past mismanagement, and making investments to rebuild quality and the brand.
Three questions you need to ask about your BrandSameer Mathur
This document discusses important questions brands should ask about their positioning:
1. Have we established a frame of reference? A frame of reference signals what people can expect from a brand. It is important but must evolve over time.
2. Are we leveraging our points of parity? Points of parity establish a brand as credible within its frame of reference.
3. Are the points of difference compelling? Points of difference should be desirable, deliverable, feasible, profitable and difficult for competitors to copy. They must not contradict other brand associations.
Regular evaluation of frame of reference, points of parity, and points of difference is needed as contexts change over time. Brand positioning requires ongoing vigilance.
1) The document discusses marketing alternatives for BMW regarding their successful "BMW Films" campaign, which included short films.
2) The options considered are continuing to promote the existing films, making more films featuring the same actor, developing a feature-length movie for theaters, or starting a new campaign.
3) Developing a feature-length movie that could showcase BMW's various car models is recommended, though it would be costly, as it could attract new customers and differentiate BMW from competitors copying the short film idea.
1. This document discusses three important questions for brands to consider regarding their positioning: establishing a frame of reference, leveraging points of parity, and ensuring compelling points of difference.
2. It emphasizes that brands must not only focus on their unique selling points but also show how they fit within the category frame and meet basic consumer expectations on parity points.
3. Examples are given of both brands that successfully positioned themselves by answering these three questions as well as those that failed by neglecting the frame or parity points. Compelling differences are also discussed in terms of desirability and deliverability.
This document provides a behind-the-scenes look at Mazda's successful "Zoom-Zoom" advertising campaign in Canada. It discusses Mazda's history of rotary engines and sports cars like the Miata that inspired "Miata Mania." Through insights into fun driving and innovation, Mazda's campaign focused on styling, value, and a young-at-heart spirit. The "Zoom-Zoom" slogan helped define the brand and standard for Mazda vehicles and customer experiences. As a result, the strategic use of television advertising supported by other channels led to Canadian market success for Mazda in controlling messaging and letting the brand idea take root over patience.
The document proposes a methodology for Delta Lloyd Life to reconnect with life insurance customers through human touch, tangible benefits, and digitalization. It recommends determining key internal and external forces through research, then translating insights into a customer-focused value proposition with three pillars: 1) Transforming life insurance into a customer-centric business, 2) Clarifying the benefits of life insurance, and 3) Establishing a tech-savvy presence online and through social media. The proposal aims to increase sales and appeal to younger customers through a more intuitive, personalized approach.
20121114 marketing genius 2013 bmw topic_jean-jacques pisano_v_finalJean-Jacques Pisano
BMW is launching its new electric vehicle brand, BMW i, which will include both electric vehicles and innovative mobility services. To be successful, BMW i needs to reach a sufficient target audience to make business sense. The document discusses approaching both private and fleet customers by developing services around electric vehicles, identifying early adopter target audiences, and creating a go-to-market strategy. It recommends starting with fleet customers and large corporations, partnering with rental companies, and targeting high-income women among private customers.
A brand is forever a framework for revitalizing declining and dead brandsSameer Mathur
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
The document summarizes a marketing plan for the BMW Z3 roadster. It targets males ages 35-65 who seek unique self-expression. The plan aims to increase awareness, knowledge, and conviction of the Z3 through a mix of traditional and non-traditional media. Research found high interest across demographics and positive initial reviews. The plan positions the Z3 as offering performance and individuality through German engineering. The objectives are to increase awareness to 85%, knowledge of BMW quality to 40%, and conviction as the best roadster to 25%.
BMW is a luxury German automaker known for high-quality vehicles. It sells over 1.95 million cars and 115,000 motorcycles annually. BMW focuses on engineering excellence and designs vehicles that appeal to status-seeking customers. It uses a lean distribution model with authorized dealerships in premium locations to maintain an exclusive brand image. BMW promotes through high-quality television ads focusing on technology, performance, and luxury to position the brand as aspirational. It prices vehicles at a premium to appeal to customers seeking status and craftsmanship over functionality alone.
BMW produced 5 short films called "The Hire" starring Clive Owen to promote its brand and vehicles. The films cost $15 million to produce and generated high viewership online. This document considers alternatives for BMW's next marketing initiatives, including producing more short films, making a feature-length film, or utilizing traditional marketing and developing computer games. It recommends the latter option to maximize the value of the existing films, engage younger audiences, and continue portraying BMW's technology-focused brand image in an innovative way.
Group Presentation about BMW including company presentation and brand analysis especially regarding the BMW film campaign (European University, MBA Term 3-2012, Media & Advertising)
BMW has been a top luxury automaker since the early 1900s, starting with engines before expanding to cars. Key to BMW's success is its range of high-quality vehicles that appeal to both upper and lower classes. BMW has a global manufacturing and distribution network to produce and deliver vehicles and parts worldwide. Through consistent marketing over many years, BMW has established itself as a top-of-mind luxury brand, known for its reputation, premium pricing, and creating an image of desirability among customers.
BMW has achieved market leadership in the luxury car segment in India for the second consecutive year. It currently has a 43% market share and saw sales growth of 73% in 2010. To maintain this lead, BMW plans to increase its market share in the SUV segment to 10% by the end of 2011. It will promote its new X1 SUV through an extensive advertising campaign including TV, print, internet and mall promotions. The total estimated budget for the 2-month campaign is Rs. 22.68 crores.
BMW launched the Z3 roadster to expand its market share in the US. It selected the Z3 because it captured BMW's brand of performance and luxury. BMW used non-traditional marketing like product placement in the James Bond film GoldenEye to generate excitement for the new roadster. It launched the car through a variety of channels like a Neiman Marcus catalog and BMW's website to build anticipation before the car was available in dealerships. The unconventional marketing approach was a success in generating buzz around the Z3's launch.
BMW has long focused on innovation and premium vehicles to attract customers. Over the years, BMW expanded its model offerings, production capabilities, and global markets. It tailored its products and marketing to target high-income professional customers seeking status and luxury. While this selective strategy helped BMW succeed in growing its premium brand, it also made the company more vulnerable during economic downturns when fewer customers could afford its vehicles.
This document analyzes BMW's e-marketing strategies. BMW invests heavily in its website, applications, and social media presence to conduct integrated online and offline marketing campaigns. Key aspects of BMW's online marketing include search engine optimization, online advertisements, an online magazine, and social media like Facebook and YouTube. Case studies show campaigns in Brisbane and Latin America increased sales and engagement. Past campaigns like "Story of Joy" and "BMW Films" were highly successful at increasing brand awareness, sales, and collecting customer data through an integrated online and offline approach. Overall, BMW's strategic use of e-marketing has helped it identify, acquire, satisfy and retain customers globally.
BMW conducted a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats in response to changes in the automobile industry. Some of BMW's key strengths included its reputation for luxury and quality, engineering history, and flexible facilities. Weaknesses included high manufacturing costs and overreliance on the 1 Series model. Opportunities existed in economies of scale from acquisitions and expanding into new market segments. Major threats included increased merger activity from larger competitors and more direct competition from brands like Volkswagen, Mercedes, and Toyota. BMW's acquisition of Rover aimed to capitalize on opportunities for increased scale and market coverage, but it ultimately failed and BMW had to reevaluate its strategy.
The BMW X3 is targeted towards consumers in the later stages of the family life cycle:
- Married with teenage children (Full Nest II): The X3 provides enough space and cargo capacity for an active family with older children, while still being a smaller SUV suitable for families with teenagers.
- Empty nest I (Older married couples, no children living with them, still working): As children move out, the X3 offers a versatile and luxurious vehicle that can be used for both family and personal needs.
- Empty nest II (Older married couples, no children living with them, retired): The X3 appeals to older consumers looking to downsize from a larger vehicle but still want the comfort, prestige and
The document summarizes BMW's "The Company of Ideas" advertising campaign from the early 2000s. The campaign aimed to reposition BMW's brand from "The Ultimate Driving Machine" to appeal to a wider range of affluent consumers beyond yuppies. It emphasized BMW's culture of innovation and design. However, the campaign received criticism for possibly diluting the brand's values with vague messaging and for its veiled competitor bashing. The curvy car designs of BMW's new design chief also drew some criticism.
BMW Digital Marketing 2012 Presented by eBrand VietnamHai Dongkixot
Objectives – Enhance brand awareness – Attract potential & new customers – Generate new leads – Increase showroom traffic – Improve customer database: quantitative and qualitative (targeting: reach – consumers with real interest in our products; gain deeper insights into customer – Profiles: their interests, needs, lifestyles, etc.) get valuable data
A framework for revitalising dead and decaying brands.(by Kohli,Thomas)114iiminternship
This document discusses strategies for revitalizing declining and dead brands. It begins by providing examples of brands that declined like Oldsmobile and Pan Am but were able to recover like Harley-Davidson. It then covers common causes of brand decline like poor management decisions, changing environments, and competitive actions. The document outlines a framework for deconstructing brand decline by examining brand equity components like awareness, image, and customer response. Finally, it discusses approaches for revitalizing brands by taking a long-term perspective, repositioning the brand, correcting past mismanagement, and making investments to rebuild quality and the brand.
Three questions you need to ask about your BrandSameer Mathur
This document discusses important questions brands should ask about their positioning:
1. Have we established a frame of reference? A frame of reference signals what people can expect from a brand. It is important but must evolve over time.
2. Are we leveraging our points of parity? Points of parity establish a brand as credible within its frame of reference.
3. Are the points of difference compelling? Points of difference should be desirable, deliverable, feasible, profitable and difficult for competitors to copy. They must not contradict other brand associations.
Regular evaluation of frame of reference, points of parity, and points of difference is needed as contexts change over time. Brand positioning requires ongoing vigilance.
1) The document discusses marketing alternatives for BMW regarding their successful "BMW Films" campaign, which included short films.
2) The options considered are continuing to promote the existing films, making more films featuring the same actor, developing a feature-length movie for theaters, or starting a new campaign.
3) Developing a feature-length movie that could showcase BMW's various car models is recommended, though it would be costly, as it could attract new customers and differentiate BMW from competitors copying the short film idea.
1. This document discusses three important questions for brands to consider regarding their positioning: establishing a frame of reference, leveraging points of parity, and ensuring compelling points of difference.
2. It emphasizes that brands must not only focus on their unique selling points but also show how they fit within the category frame and meet basic consumer expectations on parity points.
3. Examples are given of both brands that successfully positioned themselves by answering these three questions as well as those that failed by neglecting the frame or parity points. Compelling differences are also discussed in terms of desirability and deliverability.
This document provides a behind-the-scenes look at Mazda's successful "Zoom-Zoom" advertising campaign in Canada. It discusses Mazda's history of rotary engines and sports cars like the Miata that inspired "Miata Mania." Through insights into fun driving and innovation, Mazda's campaign focused on styling, value, and a young-at-heart spirit. The "Zoom-Zoom" slogan helped define the brand and standard for Mazda vehicles and customer experiences. As a result, the strategic use of television advertising supported by other channels led to Canadian market success for Mazda in controlling messaging and letting the brand idea take root over patience.
The document proposes a methodology for Delta Lloyd Life to reconnect with life insurance customers through human touch, tangible benefits, and digitalization. It recommends determining key internal and external forces through research, then translating insights into a customer-focused value proposition with three pillars: 1) Transforming life insurance into a customer-centric business, 2) Clarifying the benefits of life insurance, and 3) Establishing a tech-savvy presence online and through social media. The proposal aims to increase sales and appeal to younger customers through a more intuitive, personalized approach.
20121114 marketing genius 2013 bmw topic_jean-jacques pisano_v_finalJean-Jacques Pisano
BMW is launching its new electric vehicle brand, BMW i, which will include both electric vehicles and innovative mobility services. To be successful, BMW i needs to reach a sufficient target audience to make business sense. The document discusses approaching both private and fleet customers by developing services around electric vehicles, identifying early adopter target audiences, and creating a go-to-market strategy. It recommends starting with fleet customers and large corporations, partnering with rental companies, and targeting high-income women among private customers.
BMW is the most social automobile brand in IndiaSimplify360
BMW is the number 1 automobile brands in India while Scorpio HAS THE HIGHEST number of MENTIONS WITH THE Fourth HIGHEST number of Followers.
Tata Nano HAS HIGH NUMBER OF FANS AS WELL AS HIGH ON ENGAGEMENT.
Mahindra Scorpio has got the highest Facebook score and Tata Nano leads in Twitter score.
Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.
The document provides an agenda and overview of a BMW brand health check. It includes quick facts about BMW, descriptions of their campaigns using various media and sports sponsorships, their brand value according to Forbes, user profiles of typical BMW customers, descriptions of BMW's brand personality and ambassadors, a CBBE pyramid analysis of BMW's brand equity, and a mental map of how BMW is positioned.
The BMW Museum.
The BMW Museum showcases the history of the BMW company, its brand and its products in an innovative and fascinating presentation format. Displayed over 5,000 square metres of exhibition space are around 125 of the brand’s most precious and appealing cars, motorcycles and engines.
BMW Group has been successful due to 1) innovation in new technologies like electric vehicles, 2) an effective management system, and 3) forecasting future concepts like hydrogen fuel cell vehicles. The company aims to increase sales volumes and profits in 2013 while maintaining an 8-10% EBIT margin for automotive. BMW's strengths include diverse products, strong brand image, and reducing emissions, while weaknesses are high repair costs and prices.
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
BMW is a German automobile company founded in 1917. It produces automobiles, motorcycles, and bicycles. BMW is headquartered in Munich, Germany and sells worldwide. It produces luxury vehicles in various styles, including sedans, coupes, convertibles, and SUVs/SAVs. BMW has a wide selection of models under different series like the 1 Series, 3 Series, 5 Series, 6 Series, 7 Series, X1, X3, X5, and X6. It also sells BMW accessories and offers Bluetooth and iPod integration. BMW has numerous dealer locations globally to serve customers.
The document analyzes the mid-level luxury performance sedan market. It describes the target consumers as younger adults interested in performance over practicality who want powerful engines and handling. Vehicle options in this market include the Acura TL and Cadillac CTS, which start around $33,000 and compete directly with BMW 3 Series. The Acura TL appeals more to older buyers while the redesigned Cadillac CTS targets younger consumers as Cadillac works to reposition its brand image in this segment.
This document provides an overview and analysis of BMW's marketing strategies. It discusses [1] BMW's history beginning as an aircraft manufacturer and its evolution into an automaker known for luxury vehicles. [2] It examines BMW's segmentation, targeting, and positioning strategies, noting its focus on higher-income consumers in Europe and North America. [3] The document analyzes BMW's marketing mix, including its product lines, promotional campaigns, pricing strategies, and distribution channels.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
Apple has grown from a small business in 1976 to one of the most successful brands worldwide. Consumers perceive Apple as one of the best due to their innovative products, successful marketing, and ability to differentiate themselves. These attributes have led to strong brand equity for Apple. Apple is known for user-friendly, popular products and has a dominant position in consumer electronics. Their marketing strategies effectively create perceptions of Apple as a reputable brand. Through continued focus on these strengths, Apple's brand value will continue growing in the future.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This article discusses measuring brand health to improve top-line growth. It argues that contrary to conventional wisdom, there are fundamental metrics that can be actively managed to link brand health to revenue and consumer commitment. The research is based on surveys of over 7,000 consumers about their relationships with 11,000 brands across major sectors of the US economy. The research identifies a set of brand health elements that are correlated with sales performance, allowing companies to understand how investing in certain areas of brand building can impact financial results.
This document introduces the key terms that students must learn for an A-Level English Language course. It stresses the importance of learning all 200 terms as early as possible and practicing applying them to texts. The bulk of the document defines various parts of speech and language concepts like nouns, verbs, pronouns, and sentence structures.
BMW conducted consumer research in the late 1990s that identified four segments of luxury car buyers with different mindsets and values. SIGMA research further predicted significant expansion in the luxury car market beyond traditional demographics. In response, BMW developed new models like the X5, Mini Cooper, and Rolls-Royce Phantom targeted at the upper liberals, modern mainstream, and post-moderns segments respectively. BMW faces opportunities in expanding markets but also threats from rising costs, the economic crisis, and increased competition.
The document provides an analysis of BMW's market position. It discusses BMW's history, current operations with over 1 million cars sold annually across various brands and regions. A PEST analysis finds rivalry among competitors to be high, threat of new entrants low, bargaining power of suppliers and buyers to be medium and high, and threat of substitutes to be medium. Key competitors like Mercedes, Audi, Porsche, and Lexus are analyzed. BMW's strategy is to be the leading provider of premium products and services. A SWOT analysis finds strengths in branding and innovation and weaknesses in Asian market performance. Opportunities exist in hybrid vehicles and growth markets while threats include competition and regulations. Recommendations include expanding in growth markets
This in-depth brand report summarizes BMW's luxury SUV category performance in the UK for July 2014. Key metrics include over 1,000 mentions of BMW, a 53% share of voice, and positive and negative sentiment of 5% and 1.3% respectively. Spike analysis identifies increases in discussions of various attributes like comfort, luxury and power. The report provides recommendations, analyzes social media performance, identifies demographics of BMW's online audience, and compares BMW to competitors Audi, Mercedes and Lexus.
This webinar discussed using video and multimedia in online news releases. Survey results showed that 94% of respondents think bundling video with press releases is valuable, but only 12% have done it. The webinar speakers were Mark Robertson, founder of ReelSEO, and Amy Mauzy, PR manager for Malibu Boats. They discussed how online video viewing is growing rapidly, the importance of video for search engine results and social media marketing, and tips for creating and promoting business video content online.
This document is a mini brand report for BMW SUVs that summarizes key social media metrics and audience data from July 1-31, 2014. It finds that BMW SUVs were mentioned 178 times, had a 57% share of voice and 5% positive sentiment. Demographic data shows the brand's largest audiences are males ages 25-34 in Russia, Canada, and Germany.
This document discusses the power of video marketing and provides tips for effective video marketing. It begins by listing the top 10 reasons why video marketing is powerful, including that 46% of people are more likely to seek information after seeing a video and having video on a landing page makes it 53% more likely to rank on the first page of Google. It then provides 6 tips for video marketing, such as making the title attention-grabbing, providing excellent content, including the URL in the video, using branding, providing an HTML link, and embedding videos on websites beyond just YouTube.
State of the Union: Webinars in the B2B Industrial Space | GlobalSpecChristianJHaight
1) Webinars have become an essential way for industrial marketers to connect with engineers as they seek online educational content and professional development.
2) Survey results show that webinars are one of the most effective ways engineers maintain and advance their professional skills.
3) Both engineers and marketers see value in webinars, with over 80% of engineers viewing them as valuable for research.
The Anatomy of a Perfect Landing Page Webinar Formstack
Slides from Formstack's exclusive webinar on October 28, featuring Douglas Karr and Jeff Blettner.
Formstack's "Anatomy of a Perfect Landing Page" infographic has been shared over 7,000 times by digital marketers and conversion specialists. Join Doug Karr, founder of The Marketing Technology Blog, and Jeff Blettner, Formstack's conversion optimization and design expert, for an eye-opening and interactive webinar. These two marketers will unpack the infographic's practical tips with real-life examples on how to build a landing page that really converts.
You will learn how to:
*Create Calls to Action that stand out
*Build trust with visitors and establish brand confidence
*Choose colors that draw more traffic
*Use A/B testing to optimize your landing page elements
We took a look at the content of the top 10 car brands on Facebook including Mercedes-Benz, Volkswagen, Porsche, etc to understand their content strategies.
Video Marketing to Drive Business Growth Vbout.com
Most marketers are aware of the importance of video and the intense rate at which it is becoming the most important content. The rise of smartphones and faster data speeds have all led to an increase in accessibility and the data shows that people prefer videos more than other content.
The document summarizes key findings from a workshop about internet marketing in the automotive industry. It discusses how the workshop data was collected from over 17,000 dealer websites, outlines some limitations of the data, and how benchmarking can provide context. It then shares results on the rates of use of technologies like web analytics, reviews, chat, social media, and retargeting tools. Specific examples are given showing top performing brands and dealers on Facebook.
5 “Must Know” Tips To Generate Buzz on YouTubeHall_
YouTube is the third most visited site on the Internet and for little to no cost you can turn this free site into a successful marketing tool for your business. Users view, comment, share, educate themselves and embed millions of videos a day. Learn what makes YouTube work for business and 5 must-have tips to ensure your YouTube strategy is successful.
6 Ways Every CLO Should Be Using Video (and How Technology and Millennials Ca...Human Capital Media
Melissa is a rising star at your company. She’s been promoted five times in as many years, and is on track to join your leadership bench program. Unfortunately, she just gave her two weeks’ notice.
Capturing the knowledge of exiting employees is one of the innovative ways you could be using video but probably aren’t. In this session, we’ll explore six real, repeatable examples of how Qualcomm, Siemens, NYSE and other companies are improving their learning initiatives with video. We’ll also examine technological, social and pedagogical trends driving the shift to video, and how you can tap them within your organization.
Learning Objectives:
Discover new ways to use video for formal and informal learning at all levels of the organization.
Understand the technology shifts that are making video more accessible to all employees.
Understand how millennials' learning experiences in college will accelerate the use of video within business.
Webinars, videos, blabs: how B2C & B2B are driving their competitors crazyRodolfo Melogli
This document outlines strategies for using webinars to market a business. It discusses common concerns or doubts about webinars, then provides tips on overcoming fear and being successful. Specific advice includes finding a topic that resonates, educating the audience over directly selling, being consistent, testing topics, and starting simply with tools like Google Hangouts. A case study example outlines typical webinar preparation, promotion and follow-up steps. Overall, the document promotes webinars as an effective marketing strategy and addresses common objections.
1. The document discusses optimizing YouTube videos for SEO through techniques like adding info cards, clickable overlays, optimizing video titles, descriptions, links, and including transcripts to help videos rank for long-tail keyword terms.
2. An example is provided of a Verizon YouTube video that ranked for several keyword phrases related to offers for Samsung devices on Google search results after applying optimization techniques.
3. Tips are provided for conducting keyword research for video optimization, including using YouTube autocomplete, wildcards in searches, and free tools like Google Trends and YouTube-specific tools.
The document discusses the power of video marketing and provides tips for effective video marketing. It outlines that video marketing is an important tactic, with stats showing 46% of people are more likely to seek information after seeing a video and the average user spends 88% more time on websites that include video. The document then provides 6 tips for video marketing, including taking advantage of branding opportunities in videos, including the URL in the video, using keywords in titles, providing valuable content, always including an HTML link, and embedding videos on websites in addition to platforms like YouTube.
This document provides information about audio and video marketing. It discusses the growth of video uploads and views on platforms like YouTube. It then lists tips for effective video marketing, such as writing attention-grabbing titles, providing valuable content, including website URLs in videos, using branding, and embedding videos on websites to increase views and drive traffic. The document emphasizes that video marketing is an important way to engage customers and explain products or services in an easy-to-understand format.
A presentation delivered at the Singapore Management University (SMU), in collaboration with the UOB-SMU Asian Enterprise Institute, in February 2017.
For a digital copy of the accompanying Branding and Marketing Planning worksheet, please contact me or drop an email to enquire@leverpunch.com
More of us at www.leverpunch.com
The keynote address discusses how the automotive industry and dealerships must evolve to keep up with changing customer preferences and technology. Specifically, it notes that most car buyers now conduct significant online research before visiting dealerships. It encourages dealerships to embrace digital marketing strategies like social media, videos, and targeted online ads to better connect with customers throughout the entire car buying process, from initial research to final purchase. The speaker argues that dealerships and salespeople must change how they operate in order to survive and thrive in this new environment.
The document provides information about video marketing on YouTube. It discusses how YouTube is the largest video sharing platform and outlines strategies for marketing videos on YouTube effectively. These include optimizing video titles with keywords, providing valuable content, including website URLs in videos, using branding, writing descriptive text with links, and embedding videos on other sites to expand reach. The goal is to get videos exposure through YouTube's algorithms and drive traffic to external sites.
Codeless Generative AI Pipelines
(GenAI with Milvus)
https://ml.dssconf.pl/user.html#!/lecture/DSSML24-041a/rate
Discover the potential of real-time streaming in the context of GenAI as we delve into the intricacies of Apache NiFi and its capabilities. Learn how this tool can significantly simplify the data engineering workflow for GenAI applications, allowing you to focus on the creative aspects rather than the technical complexities. I will guide you through practical examples and use cases, showing the impact of automation on prompt building. From data ingestion to transformation and delivery, witness how Apache NiFi streamlines the entire pipeline, ensuring a smooth and hassle-free experience.
Timothy Spann
https://www.youtube.com/@FLaNK-Stack
https://medium.com/@tspann
https://www.datainmotion.dev/
milvus, unstructured data, vector database, zilliz, cloud, vectors, python, deep learning, generative ai, genai, nifi, kafka, flink, streaming, iot, edge
End-to-end pipeline agility - Berlin Buzzwords 2024Lars Albertsson
We describe how we achieve high change agility in data engineering by eliminating the fear of breaking downstream data pipelines through end-to-end pipeline testing, and by using schema metaprogramming to safely eliminate boilerplate involved in changes that affect whole pipelines.
A quick poll on agility in changing pipelines from end to end indicated a huge span in capabilities. For the question "How long time does it take for all downstream pipelines to be adapted to an upstream change," the median response was 6 months, but some respondents could do it in less than a day. When quantitative data engineering differences between the best and worst are measured, the span is often 100x-1000x, sometimes even more.
A long time ago, we suffered at Spotify from fear of changing pipelines due to not knowing what the impact might be downstream. We made plans for a technical solution to test pipelines end-to-end to mitigate that fear, but the effort failed for cultural reasons. We eventually solved this challenge, but in a different context. In this presentation we will describe how we test full pipelines effectively by manipulating workflow orchestration, which enables us to make changes in pipelines without fear of breaking downstream.
Making schema changes that affect many jobs also involves a lot of toil and boilerplate. Using schema-on-read mitigates some of it, but has drawbacks since it makes it more difficult to detect errors early. We will describe how we have rejected this tradeoff by applying schema metaprogramming, eliminating boilerplate but keeping the protection of static typing, thereby further improving agility to quickly modify data pipelines without fear.
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
The Modern Marketing Reckoner (MMR) is a comprehensive resource packed with POVs from 60+ industry leaders on how AI is transforming the 4 key pillars of marketing – product, place, price and promotions.
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...sameer shah
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Predictably Improve Your B2B Tech Company's Performance by Leveraging DataKiwi Creative
Harness the power of AI-backed reports, benchmarking and data analysis to predict trends and detect anomalies in your marketing efforts.
Peter Caputa, CEO at Databox, reveals how you can discover the strategies and tools to increase your growth rate (and margins!).
From metrics to track to data habits to pick up, enhance your reporting for powerful insights to improve your B2B tech company's marketing.
- - -
This is the webinar recording from the June 2024 HubSpot User Group (HUG) for B2B Technology USA.
Watch the video recording at https://youtu.be/5vjwGfPN9lw
Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
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Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
#SQL #Views #Privacy #Compliance #DataLake
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
The Ipsos - AI - Monitor 2024 Report.pdfSocial Samosa
According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Discussion on Vector Databases, Unstructured Data and AI
https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
1. In-Depth Brand Report
Brand: BMW
Category: Luxury SUV
Locations: UK
Period: 1 – 31 July 2014
Sections:
1. Insights & Recommendations
2. CEO Dashboard
3. Metrics & KPIs
4. Spike Analysis (across 7 Metrics)
5. Your Facebook & Twitter
6. Community Demographics
7. Competitors
8. Glossary
Report Author: AllFamous Digital
87%
Accuracy
Score
2. Insights Recommendations
Insights &
Recomendations
CEO Dashboard
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
People still talk about cars on Forums.
26.7% of all BMW SUV related conversations
happen on Forums, where people ask
questions including which to buy, reliability,
faults, performance and style opinions.
Actively listen, engage and contribute to
Forums
Be the first to respond to forum questions
with specific content that addresses their
concerns. You will need to build a playbook
and content creation process.
You are Share of Voice leader, without trying
too hard.
It is clear that your competitors are not
working hard to increase their share of
voice, neither are you.
Get more active on social media
Dedicate a full time resource to being active
on Twitter and and engaging in relevant
Forum conversations. This will dramatically
increase your share of voice, and make you
seem “human” and “present”.
There is some criticism over your cars.
Several customers have asked forums for
advice with minor faults and technical
issues. These go unanswered.
Provide Technical Support online
Regardless of where somebody complains
of a fault, we should respond and invite
them to receive help via your normal
support process.
Metrics & KPIs
3. Power
7.9%
Positive Sentiment
CEO DASHBOARD
Period: 1-31 July 2014
Rank #1
1.
You were mentioned 1,046 times!
LOW Risk
3.9%
Target
LOW
Risk
>
Handling LOW
Risk
Efficiency LOW
Risk
Safety LOW
Risk
>
Comfort LOW
Risk
Luxury LOW
Risk
4.9%
Negative Sentiment
1.9%
Target
2.
3.
4.
Share
of
voice
46%
43%
6%
6%
8.1%
Positive
0.2%
You
>
2.3%
Negative
1.9%
You
>
13.8%
Positive
5.9%
You
>
2.3%
Negative
1.9%
You
>
8.5%
Positive
0.6%
You
>
7.8%
Negative
2.9%
You
>
Risk by Topic
Competitors
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
4. Metric KPI Month
1 Month
2 Month
3 This
Month
Men5ons 250/month 244 267 322 178
Share
of
Voice 50% 52% 54% 57% 53%
Posi5ve
Sen5ment 3% 4.5% 3.2% 3.4% 5%
Nega5ve
Sen5ment 1% 1.3% 1.4% 1.4% 1.3%
Crisis
Score 20 20 20 20 20
Nega3ve
Men3ons
by
Brand
Metric Month
1 Month
2 Month
3 This
Month
Comfort 2 3 5 3
Efficiency 1 5 4 5
Power 2 7 3 2
Luxury 3 6 3 2
Safety 2 2 4 3
Handling 3 5 2 1
TOTAL 13 28 21 16
Key Social Media Metrics
What are people saying about the various aspects of your product?
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
5. You were mentioned 1,046 times! SPIKE ANALYSIS
1.
Brand
Recommended
Ac3ons
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
LOW Risk
7.9%
Positive Sentiment
3.9%
>
Target
4.9%
Negative Sentiment
1.9%
>
Target
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Period: 1-31 July 2014
1.
2.
3.
1.
Viral
Forum
Conversa3on:
A
funny
Forum
(UKM)
conversa5on
of
a
man
trying
to
sell
his
wife’s
old
baVered
BMW
5
Series
because
he
just
bought
her
a
new
X5,
claiming
“what
did
I
just
do
that
for?”
2a.
Viral
Tweet:
A
girl
had
her
car
stolen
and
her
Tweet
asking
for
people
to
be
on
the
lookout
for
her
plate
number
went
viral
2b.
Viral
Forum
Conversa3on
Another
big
conversa5on
on
UKM
of
one
person
seeking
advice
on
whether
to
buy
an
X5
3.
Spam
of
a
For
Sale
post.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
BRAND
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
6. LOW Risk
26.8%
Positive Sentiment
16.8%
>
Target
7.3%
Negative Sentiment
4.3%
>
Target
“BMW SUV” + “Comfort” was
mentioned 42 times! SPIKE ANALYSIS
COMFORT
Period: 1-31 July 2014
1.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1.
Conversa3on
on
Forum
“HonestJohn.co.uk”
where
a
popular
conversa5on
happened
on
which
SUV
to
buy
for
less
than
GBP
8,000.
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
COMFORT
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
7. LOW Risk
43.8%
Positive Sentiment
35.8%
>
Target
9.6%
Negative Sentiment
6.6%
>
Target
SPIKE ANALYSIS
LUXURY
Period: 1-31 July 2014
1.
2.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1. Viral
Instagram:
An
image
of
a
white
5nted
BMW
X5
at
a
car
show
was
retweeted
several
5mes.
2. Nega3ve
Comment
on
a
UK
body
building
forum
saying
repairs
are
expensive
and
it
isn’t
great
on
fuel.
3. New
blog
post
on
www.girlracer.co.uk
about
the
BMW
X4
that
was
shared
several
5mes.
“BMW SUV” + “Luxury” were
mentioned 73 times!
3.
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-‐seed
the
authors
work
amongst
BMW
communi5es.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
LUXURY
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
8. 1.
LOW Risk
35.7%
Positive Sentiment
28.7%
>
Target
0%
Negative Sentiment
3.0%
>
Target
SPIKE ANALYSIS
EFFICIENCY
Period: 1-31 July 2014
1.
2.
3.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
n/a
“BMW SUV” + “Efficiency” was
mentioned 15 times!
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-‐seed
the
authors
work
amongst
BMW
communi5es.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
EFFICIENCY
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
9. 1.
LOW Risk
28.1%
Positive Sentiment
20.1%
>
Target
9.4%
Negative Sentiment
6.4%
>
Target
SPIKE ANALYSIS
SAFETY
Period: 1-31 July 2014
2.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1. News
story
about
driver
“in3mida3ng
cyclists”
in
his
BMW
X5
2. A
series
of
blogs
reviewing
the
new
BMW
X4
were
released.
“BMW SUV” + “Safety” was
mentioned 33 times!
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-‐seed
the
authors
work
amongst
BMW
communi5es.
Insights &
Recomendations
CEO Dashboard
Metrics & KPIs
Spike Analysis
SAFETY
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
10. LOW Risk
24.0%
Positive Sentiment
16.0%
>
Target
7.0%
Negative Sentiment
3.0%
>
Target
SPIKE ANALYSIS
POWER
Period: 1-31 July 2014
3.
1.
2.
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
Recommended
Ac3ons
1. Viral
Forum
Conversa3on:
on
a
forum
in
UK
Muscle
Body
Building
Forum
asking
what
it
is
like
to
own
a
BMW
X5.
2. Several
blogs
on
the
X4
released
from
several
major
online
car
magazines.
3. X4
Arrives
in
UK
Stores.
Several
blogs
released.
“BMW SUV” + “Power” was
mentioned 129 times!
1. Par3cipate
in
the
Forum
discussions
with
helpful
informa5on
and
links
to
blogs/videos
that
answer
ques5ons.
There
are
a
lot
of
people
asking
for
technical
help
on
repairs
and
maintenance.
2. Provide
responses
to
cri3cism
with
informa5ve
blogs
and
research.
3. Thank
authors
and
re-‐seed
the
authors
work
amongst
BMW
communi5es.
4. Create
content
around
the
X4
and
promote/
release
it
to
steer
the
conversa5ons
Insights &
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Spike Analysis
POWER
Your Facebook &
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Audience
Measurement
Competitors
Glossary
11. HANDLING
Recommended
Ac3ons
1. Be
more
strategic
around
the
release
of
new
press
informa3on.
Have
a
strategy
to
work
with
bloggers
to
release
important
informa3on.
LOW Risk
43.3%
Positive Sentiment
38.3%
>
Target
3.3%
Negative Sentiment
0.3%
>
Target
Posi3ve
Men3ons
Nega3ve
Men3ons
Spike
Analysis
SPIKE ANALYSIS
Period: 1-31 July 2014
1.
1.
New
BMW
X4
being
talked
about
across
several
motorsport
online
publishers.
“BMW SUV” + “Handling” was
mentioned 31 times!
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Spike Analysis
HANDLING
Your Facebook &
Twitter Pages
Audience
Measurement
Competitors
Glossary
12. 24/100
You gain 66 new fans (average) every day!
You have 9,897 average daily impressions.
10% of your fans are engaged.
OVERALL
10/30
Growth
Score
4/20
Impression
Score
10/50
Engagement
Score
22/100
OVERALL
10/30
Growth
Score
You have 2,120 average daily impressions.
0/50
Engagement
Score
Your target = 50/day.
Your target = 7,000/day.
Your target = 15%.
Your target = 1,000/day.
12/20
Impression
Score
You gain 15 new followers every day!
Your target = 15/day.
2.5% of your followers are engaged.
Your target = 3%.
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Audience
Measurement
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Glossary
13. Demographics By City
Age Group Male Female
21-24 13% 6%
25-34 43% 27%
35-44 29% 40%
45-54 16% 27%
Total 67.3% 32.7%
Channels
Country Share Male Female
London 29.4% 61.2% 38.8%
UK 9.4% 68.2% 31.8%
Manchester 8.2% 64.8% 35.2%
England 5.9% 67.3% 32.7%
Liverpool 4.7% 67.4% 32.6%
Aberdeen 3.5% 48.4% 51.6%
West Lothian 3.5% 90.9% 9.1%
Channel Share
Twitter 53.6%
Forum Replies 24.2%
Blogs 9.1%
Forums 6.3%
Mainstream News 4.4%
Comments 1.1%
Videos 0.3%
Most Commonly Used Hashtags
Hashtag Mentions Hashtag Mentions
#bmw 74 #essex 14
#carads 35 #suv 12
#x5 26 #luxury 9
#auto 21 #automotive 8
#autotrader 21 #brampton 8
#freeads 21 #bumpers 8
#autotrade 14 #german 7
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14. Key Moments Examples
1. Several tweets and blogs about the
sexy new Audi Q7
2. Press release of the RSQ3 through
bloggers
3. Charity Race between a Q7 and a
Polo Pony went viral
4. Announcement that Q7 will have
48V turbo
Key Moments Examples
1. Viral Tweet of the most expensive
SUV (Mercedes Benz G Class)
2. Kylie Jenner gets pulled over in her
Mercedes SUV for having illegal
tints
3. News story released on the GLA
4. News story released on the new
Mercedes MLC Coupe SUV
Key Moments Examples
1. New Lexus NX Compact news story
does the rounds.
2. Announcement that Lexus is
exploring a smaller car to sit under
the NX. News story by Top Gear on
the Lexus NX goes viral.
3. Lexus launches all new “NX”
compact crossover SUV in Japan
1.
8.1%
Positive
0.2%
You
>
2.3%
Negative
1.9%
You
>
> 2.
13.8%
Positive
5.9%
You
>
2.3%
Negative
1.9%
You
>
8.5%
Positive
0.6%
You
>
7.8%
Negative
2.9%
You
3.
4.
1.
2.
4.
3.
1.
2.
3.
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15. Glossary of Terms
Term Definition
Sentiment
The “tone” or emotion of a mention of your brand. For example “I hate <brand>” is considered a
negative mention. “I love <brand>” is considered a positive mention. “I visited <brand> today” is
considered to be Neutral because we don’t know if the visit was good or bad.
Mention A “mention” relates to an instance where somebody has mentioned your brand, or the keywords we
are listening for, in either web or social.
Crisis Score This is a blend of two existing metrics – 1. Negative Sentiment vs. Target and 2. Velocity of Sentiment
Change. Both of these numbers will indicate the crisis risk to your brand.
Hashtag A Hashtag is a common language in Twitter where a word is preceeded by a “#”. This can either be
used to join the Tweet to an existing conversation thread, or is commonly used to emphasize a point.
Spike Analysis Spike analysis is a method we have undertaken in this report to understand the cause behind spikes
in mention volume over time. This allows us to zoom in and see what exactly people care about.
CEO Dashboard This is the basic dashboard that provides a view on key areas of social listening, from your brand
metrics, to key topics of your company, to how well you are competing against your competitors.
Impression An impression is a social media metric that measures how many “potential eyeballs” saw your post/
page. This simply means that a user may have scrolled past it, but may or may not have noticed it.
Fan A Fan is a person that has liked your page on Facebook.
Follower A Follower is somebody that has followed you on Twitter, Instagram or other social network.
Insights &
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CEO Dashboard
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Your Facebook &
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Audience
Measurement
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Glossary