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.

1. MERCEDES AHEAD OF BMW AND AUDI IN
SOCIAL BUZZ
Social media conversation
Analysis of BMW and its
competitors
SIMPLIFY360 RESEARCH
Source: http://img.wallpaperstock.net:81/2012-bmw-7-series-duo-wallpapers_33639_1920x1440.jpg

2. ABOUT THE RESEARCH
• To understand and analyze the social media awareness of
BMW with respect to its competitors
• To understand the demographics of people talking about
BMW, AUDI and Mercedes-Benz
• Competitive social media engagement analysis of BMW
TABLE OF CONTENTS
ü COMPETITIVE INTELLIGENCE OF BMW
v COMPETITIVE ANALYSIS OF BMW: SOCIAL MEDIA
§ BUZZ SHARE OF BRANDS
§ BUZZ TREND ANALYSIS
§ DEMOGRAPHIC ANALYSIS
v ANALYSIS OF ENGAGEMENT: SOCIAL MEDIA
CHANNEL ANALYTICS
§ ANALYSIS OF SOCIAL MEDIA PRESENCE
§ FACEBOOK ANALYTICS
§ TWITTER ANALYTICS
v RECOMMENDATIONS
COMPETITORS CONSIDERED:
Social media chatter around BMW, AUDI and MERCEDES-BENZ
were monitored from March 28 to July 18,2013
A total of 6.1 MILLION conversations were tracked
globally for the analysis

3. WHAT WE’VE FOUND..
§ Mercedes Benz and BMW dominates in terms of social media awareness compared to Audi. Most of the buzz was from
men with the age range of 13-30.
§ Most of the conversations on these brands (BMW, AUDI and MERCEDES-BENZ) originated from United States, Russia,
Indonesia and United Kingdom.
§ BMW has good following in most of the social media platforms compared to its competitors, while it lags behind its
competitors in Twitter and Pinterest engagement.
§ BMW leads in terms of overall Facebook activity compared to its competitors, it lags behind its competitors in
percentage engagement with its fans
§ Audi dominates in terms of Twitter followers. Audi received more mentions and retweets from women
SIMPLIFY360 RESEARCH

4. ILLUSTRATIVE
BUZZ SHARE OF BRANDS
34%
31%
35%
Source: Simplify360 Social Matrix, March 28 to July 18,2013!

5. ILLUSTRATIVE
MERCEDES BENZ AND BMW DOMINATES IN TERMS OF SOCIAL MEDIA AWARENESS COMPARED TO AUDI
0
50
100
150
200
Mar 28 -
Apr 3
Apr 4 - Apr
10
Apr 11 - Apr
17
Apr 18 - Apr
24
Apr 25 -
May 1
May 2 to
May 8
May 9 to
May 15
May 16 to
May 22
May 23 to
May 29
May 30 to
June 5
June 6 to
June 12
June 13 to
June 19
June 20 to
June 26
June 27 to
July 3
July 4 - July
10
July 11- July
18
Thousands
BMW AUDI MERCEDES BENZ
Increased conversations from people on “BMW’s recall of
220,000 cars globally for faulty passenger air bag”
Conversations on people sharing update on Audi winning
the 24 Hours of Le Mans for the fourth straight year
BMW 2.09MILLION
AUDI 1.91 MILLION
MERCEDES
BENZ 2.13MILLION
People on social media were highly active talking about the automobile brands and love to share
updates and their experiences on the industry/brands. Example: “A lot of good new technology in the e-
class of Mercedes-Benz, however its outdated pedal operated hand brake really lets it down. Why address other areas
with extra technology before fixing this basic issue” replied a user to the news update on Mercedes-Benz
rolling out a revamped E-Class line

6. ILLUSTRATIVE
UNDERSTANDING THE AUDIENCE
BRAND BUZZ BY GENDER BUZZ BY AGE
BMW
AUDI
MERCEDES-BENZ
69.6%
30.4%
67.0%
33.0%
22%
47%
16%
15%
13-20
21-30
31-40
40+
34%
24%
25%
17%
13-20
21-30
31-40
40+
20%
26%
25%
29%
13-20
21-30
31-40
40+
70.4%
29.6%
BMW AUDI MERCEDES-BENZ
United
States
United
States
United
States
Russia
Indonesia
United
Kingdom
Japan
United
Kingdom
Russia
ANALYSIS OF BUZZ LOCATION: TOP 3 REGIONS
Most of the conversations about the Luxury car maker brands was from men in the age range of 13-30. Most of the
conversations on these brands was from United States, Russia, Indonesia and United Kingdom
Source: Simplify360 Social Matrix, March 28 to July 18,2013!

7. ILLUSTRATIVE
SOCIAL BUZZ ACROSS DIFFERENT REGIONS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BMW AUDI MERCEDES-BENZ
Source: Simplify360 Social Matrix, March 28 to July 18,2013!
The regions are ordered in terms of their highest buzz share from left to right!

8. ANALYSIS ON SOCIAL MEDIA ENGAGEMENT
BMW
AUDI
MERCEDES-BENZ

9. ILLUSTRATIVE
BMW HAS GOOD FOLLOWING IN MOST OF THE PLATFORMS COMPARED TO ITS COMPETITORS
BMW’S PRESENCE ON TWITTER LAGS MUCH BEHIND ITS COMPETITORS
BRAND NAME FACEBOOK TWITTER GOOGLE+ LINKEDIN YOUTUBE PINTEREST INSTAGRAM
BMW YES YES YES YES YES YES YES
AUDI YES YES YES YES YES YES YES
MERCEDES-BENZ YES YES YES YES YES YES YES
BRAND NAME
FACEBOOK PAGE
FANS
TWITTER
FOLLOWERS
GOOGLE+
FOLLOWERS
LINKEDIN
FOLLOWERS
YOUTUBE
SUBSCRIBERS
PINTEREST
FOLLOWERS
INSTAGRAM
FOLLOWERS
BMW 14,025,909 46,182 3,698,041 110,110 240,554 48 397,044
AUDI 7,103,575 383,812 1,855,436 47,012 44,334 2,115 484,301
MERCEDES-BENZ 10,701,913 135,889 3,297,694 34,140 25,745 3,131 325,201
SOCIAL MEDIA PRESENCE OF LUXURY CAR MAKERS ON SOCIAL MEDIA PLATFORMS
ANALYSIS ON SOCIAL MEDIA POPULARITY OF LUXURY CAR MAKERS ON SOCIAL MEDIA PLATFORMS
Note: BMW USA Twitter profile is considered for analysis

10. FACEBOOK PAGE ENGAGEMENT ANALYSIS
BMW
AUDI
MERCEDES-BENZ

11. ILLUSTRATIVE
WHILE BMW LEADS IN TERMS OF FACEBOOK ACTIVITY COMPARED TO ITS COMPETITORS, IT LAGS
BEHIND IN TERMS OF PERCENTAGE ENGAGEMENT WITH ITS FANS
BMW
AUDI
MERCEDES
-BENZ
0
30,000
60,000
90,000
1,20,000
1,50,000
1,80,000
2,10,000
2,40,000
2,70,000
3,00,000
3,30,000
0 50,00,000 1,00,00,000 1,50,00,000
No.ofpeopletalking
No. of Fans/Likes
OVERALL FACEBOOK PAGE ACTIVITY
DATA AS ON JULY 18, 2013
BMW clearly leads in terms of Facebook page
activity followed by Mercedes-Benz and Audi.
However, Its very important for a brand to
engage with the its existing fans and to continue
growing the current fan base. Having many fans
with out engaging them might result in a
decreasing Facebook engagement rate.
6% of fans were engaged on Mercedes-Benz
Facebook page followed by 5% and 4% of fan
engagement on Audi USA and BMW’s Facebook
page respectively
BUBBLE SIZE REPRESENTS FACEBOOK ENGAGEMENT RATE PERCENTAGE

12. ILLUSTRATIVE
FACEBOOK PAGE OF MERCEDES BENZ LEADS IN TERMS OF ENGAGEMENT COMPARED TO BMW
Source: Simplify360 Social Matrix, July 1 to July 15, 2013!
FACEBOOK PAGE ENGAGEMENT COMPARISION

13. ILLUSTRATIVE
BMW HAS HIGH RESPONSE RATE PERCENTAGE COMPARED TO ITS COMPETITORS
MERCEDES BENZ HAS MORE PERCENTAGE OF COMMENTS AND SHARES IN ITS OVERALL ACTIVITY
PERCENTAGE OF LIKES, SHARES AND COMMENTS
GENERAL RESPONSE RATE FOR USER POSTS
Source: Simplify360 Social Matrix, July 1 to July 15, 2013!

14. ILLUSTRATIVE
AUDI HAS HIGHER AVERAGE NUMBER OF LIKES PER POST FOLLOWED BY BMW AND MERCEDES-
BENZ
Source: Simplify360 Social Matrix, July 1 to July 15, 2013!
FAN PAGE ENGAGEMENT COMPARISON OVER TIME
AVERAGE RESPONSE PER POST

15. TWITTER PAGE ENGAGEMENT ANALYSIS
BMW
AUDI
MERCEDES-BENZ

16. ILLUSTRATIVE
AUDI DOMINATES IN TERMS OF TWITTER FOLLOWERS
BMWUSA SHOULD CONDUCT SOME CONTESTS TO ENHANCE ITS TWITTER FOLLOWERS
Source: Simplify360 Social Matrix, July 9 to July 16, 2013!
FOLLOWERS TREND ON TWITTER
KLOUT SCORE

17. ILLUSTRATIVE
TREND ON TWEETS SENT BY MERCEDES-BENZ AND AUDI IS ON THE RISE
TREND ON TWEETS SENT
Source: Simplify360 Social Matrix, July 9 to July 16, 2013!
* Represents the total number of tweets sent by each brand till now"
STATUS COUNT*

18. ILLUSTRATIVE
WHO ARE THE PEOPLE MENTIONING AND RETWEETING?
GENDER DISTRIBUTION - PEOPLE RETWEETING
GENDER DISTRIBUTION - PEOPLE MENTIONING
Source: Simplify360 Social Matrix, July 9 to July 16, 2013!

19. APPENDIX About Simplify360

20. ABOUT SIMPLIFY360
Simplify360, is a leading social business intelligence firm and is the world’s first
integrated enterprise solutions provider; our latest offerings are Social Marketing
Suite for agencies, Social Contact Center for BPOs and Social Command Center for
Enterprises.
We enable businesses to perform Online Reputation Management, Customer Service,
Community Management, Social Media Research & Brand Auditing; Online Sales
Lead Generation, and Consumer Sentiment Analysis.

21. THANK YOU
Simplify360
For more information about the product,
contact us at:
contact@simplify360.com
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