Porsche communicates with fans on its Facebook page primarily through one-way sharing of branding, product, and promotional content. Fan engagement is low, with few comments or replies on brand posts and almost no interaction on fan posts. While the page shares luxury-focused content in line with the brand's image, improving customer service and two-way communication could increase fan loyalty and engagement over time.

1. Sofia BOUCHIKHI - Anaïs FERRATO
Annabelle LEFÈVRE - Riane TABTI
MSc Entairtainment & Media Management
F&T Marketing - Tizziano TASSI
HOW DOES PORSCHE COMMUNICATE
WITH ITS FANS ON ITS FACEBOOK PAGE ?

2. BRAND PRESENTATION

3.  Porsche is the most profitable automaker in
history.
 Almost all of the supply and deliveries which
pass through the railway (without an endless
stream of trucks).
 During the financial crisis of 2009, the
Porsche company was on the verge of
bankruptcy and was redeemed by the
Volkswagen Group.
 Porsche is currently the tenth brand of the
Volkswagen Group.
 In 2013 sales of the manufacturers totaled
162,000 vehicles, up 15% compared to 2012.
I. ABOUT PORSCHE

4. • 1931: Creation of the Brand by Ferdinand Porsche and his first concept car,
la Lonher-Porsche (hybrid electric/gasoline).
• 1938: Launch of the first Porsche, the Porsche Type 64
• 1939-1944: Collaboration of Ferdinand Porsche with Nazis Germany (Tank
conception and military vehicles)
• 1944: Ferdinand Porsche dies and his son, Ferry, takes the company.
• 1948: Launch of the real first Porsche built on big scale: Porsche 356
• 1963: Launch of the mythical Porsche 911 at Frankfort Motor show
• 1963: Intensification of relations with Volkswagen & Audi
• 1987: Creation of the Porsche Carrera Cup
• 2005: IPO of Porsche for Volkswagen (owns 50% of the Capital)
• 2012: Merger of Porsche and Volkswagen
• 2014: The Come-Back of Porsche in Le Mans Race
II. BRAND HISTORY

5.  SMARTNESS:
The brand Porsche is able to combine luxury and sportiness. Porsche’s
design gathers functionality and trend; architecture of cars are
gracefulness.
 ACHIEVEMENT AND INNOVATION:
In all areas of its business, Porsche tries to achieve the highest standards
in terms of innovation and product development. Their goal is to
consistently exceed the expectations of customers.
 SPORTY:
Porsche cars are powerful and reliable so they are used for racing.
 INACCESSIBILITY:
The brand retains inaccessible image by it’s high side of the range, it is not
common to see 10 Porsches a day.
III. BRAND VALUES

6.  The brand shows its strong image by positioning in the luxury ,upscale
 The brand focuses on smartness in order to differentiate from the
competitors
 From the consumers’ standpoint, Porsche is a mysterious and inaccessible
brand : everybody dreams to own a Porsche !
 Porsche represents quality of German firms : the strength of the German
manufacturers improve the image of Porsche
IV. BRAND IDENTITY

7. ELITISTS:
 Old money
 Not price sensitive
PROUD PATRONS:
 Ownership is goal
 Trophy for Hard work
“TOP GUNS”:
 Driven
 Ambitious
V. TARGET
EVERYDAY USERS:
 Enjoy sporty cars for daily use
 Women, younger drivers
FANTASISTS:
 Car is escape
 Avoid flaunting
« BON VIVANTS »:
 Jet setters
 Thrill seekers
 Means of excitement

8. V. COMPETITORS
Brand Official Page Number of like People talking Fan post
Porsche YES 6,4M 81K YES
Jaguar YES 2,8M 138K YES
Maserati YES 1,1M 38K YES
Aston Martin NO 3M 90K NO

9. BRAND
FACEBOOK
PAGE

10. The Facebook page of the Porsche brand is easy to find by users
under the name "Porsche”.
FANS
 6 500 000 fans
 80 000 people speak

11. LANGUAGE
 Single page dedicated to the
brand
 Totally in English
COMMUNICATION
 A direct access link to the brand
website
 Publications of events related to
the brand
 High valuation of the cars
 Luxurious positioning and
upscale respect
 Numerous photos albums

12. WALL
Regular and daily pages (photos,
videos, articles, TV reports, ...)
Publications content:
 Commercial: Release of new
models, custom design and
cars evolution ....
 Entertainment: Historic Photos,
lauching events, racing videos
...

13. ANALYSIS

14. I. BRAND’S POSTS (12 dec – 25 feb)
10%
48%
8%
22%
12% Branding
Communication (Product)
Customer Care
Infotainment
Communication (Promotion)
II. BRAND’S COMMENTS
(on brand’s post)
2 comments on 50 posts

15. III. FANS’ POSTS (15 – 25 feb)
28%
52%
14%
4%
2%
0%
0%
Conversation between users
Fanship/support/endorsement
Information request
Claim/complaint
Reaction to infotainment
Gratitude
Scorn/offense

16. IV. FANS’ COMMENTS
(on fans’ post)
 Fans don’t react to what normal users post
 Lack of interest
 Weak impact on the suject
 Adminitrator (Ken) only reacts to inquiries
 Various posts unrelated to Porsche

17. A. RATION BETWEEN THE NR OF
CONVERSATION STARTED BY
PORSCHE WITH AT LEAST A
REPLY AND THE TOTAL NR OF
CONVERSATION:
100%
V. INDEX OF ACTIVE
CONVERSATION
B. RATION BETWEEN THE NR OF
CONVERSATION STARTED BY
FANS WITH AT LEAST A REPLY
AND THE TOTAL NR OF
CONVERSATION:
2%

18. VI. AVERAGE ENGAGEMENT
COMMENTS LIKES SHARES
241,92 16 428,20 1 471,48
A. FOR BRAND POSTS
COMMENTS LIKES SHARES
0,02 0,24 0
B. FOR FANS POSTS

19. VII.RESPONSE NATURE TO
BRAND’S POSTS
5%
55%
1%
1%
6%
31%
1%
Conversation between users
Fanship/support/endorsement
Information request
Claim/complaint
Reaction to infotainment
Gratitude
Scorn/offense

20. RATION BETWEEN THE NR OF FANS’ POSTS TAGGET AS « CLAIM/COMPLAINT » OR
« INFORMATION REQUEST » WHO HAD A REPLY FROM PORSCHE COMMENT WITH
THE TAG « CUSTOMER CARE »:
0%
VIII.CUSTOMER CARE INDEX
6 posts – 0 comment

21. CONCLUSIONS
 No real interactions between the brand and its fans
 High quality and elitist communication
 Irrelevancy on fans posts: no interaction
 Difference between Porsche owners and fans

22. SUGGESTIONS
 The value of Porsche won’t change
 Facebook page customers service
 Facebook page only gives content
 Set up a tag request on posts (moderator)