car industry buzz report
DESCRIPTION
Buzz report about the mentions of car brands in social media. Published by Goldbach Interactive.TRANSCRIPT
Car Brands Social Media Buzz Report
April 2012
Jan Sedlacek, Dominic Stöcklin
Picture: http://www.salon-auto.ch/de/
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/ Brand managers and sales executives are often interested in how their brand performs in social media and
news and what the characteristics are, which the brand is associated to.
/ Goldbach Interactive is looking at the buzz about the car industry. The following car brands are examined:
- BMW
- Audi
- Mercedes
- VW
- Opel
- Toyota
- Ford
- Renault
- FIAT
- Hyundai
/ Our analysis reveals certain keywords in conjunction to the car brands: - Design
- Quality
- Purchase
- Environment
- Technology
- Complaints
- Performance
/ Further analysis shows how we combine the keywords and the chosen car brands.
Introduction
© 2012 Goldbach Interactive
3 © 2012 Goldbach Interactive
⁄ “Design” (22.4 m), “Quality”
(18.2 m), “Purchase” (15.2 m)
and “Performance” (14.7 m)
related keywords are most
discussed.
⁄ The characteristic
“Environment” (7.8 m) does
have a lot of mentions, but is by
no means the most important
topic.
⁄ In summary, the importance of
the different characteristics
vary significantly.
26%
21%
18%
17%
9%
5% 4%
Amount of mentions (in %)
Design Quality Purchase Performance
Environment Technology Complaints
Keyword analysis reveals the share of voice of
certain characteristics
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Car brands have a different share of voice for each
characteristic
© 2012 Goldbach Interactive
Design
Quality
Purchase
EnvironmentTechnology
Complaints
Performance
BMW Audi Mercedes VW
Opel Toyota Ford Renault
FIAT Hyundai
⁄ Ford dominates overall (3.6 m
mentions in total) followed by
Toyota (2.7 m mentions in total)
and BMW (2.5 m mentions in
total).
⁄ Toyota and BMW show similar
mentions except for a peak in
environment from Toyota (450
k). In this characteristic Ford
has only slightly more (500 k).
⁄ Opel does not show a lot of
activity (only 390 k mentions in
total).
⁄ In conclusion while the same
characteristics dominate, the
car brands tend to differ in its
share of voice.
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Car brands have a different share of voice across the
different sources
© 2012 Goldbach Interactive
News
Forums
Blogs
BMW Audi Mercedes VW Opel
Toyota Ford Renault FIAT Hyundai
⁄ Forums is the source in which car
brands are most mentioned (over
5 m mentions).
⁄ Ford (2.7 m mentions) dominates
(like before in the categories),
except in forums, where BMW has
more mentions (1.2 m).
⁄ Toyota (1.9 m mentions) is coming
in on a second place (as seen in
the characteristics).
⁄ Opel has only 366 k mentions.
⁄ In summary the car brands are
especially strongly represented in
forums. The dominant brands are
the same as in characteristics.
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Dominating car brands demonstrate a gap in mentions to
selected other car brands
© 2012 Goldbach Interactive
Design
Quality
Purchase
EnvironmentTechnology
Complaints
Performance
BMW Toyota Ford Ferrari Tesla Hummer
⁄ Ferrari has significantly more
mentions(0.9 m) than Tesla (0.1
m) or Hummer (0.1 m).
⁄ Ferrari has very few complaints
(26 k) and few mentions about
environment (90 k).
⁄ Tesla and Hummer barely have
buzz in comparison to all the
other car brands.
⁄ Concluding, the distribution
across mentions shows that the
top 3 car brands have far more
buzz than selected others.
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Mention distribution among age group revealed by
analyzing demographics
© 2012 Goldbach Interactive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
60- 75 50 - 59 40 - 49 30 - 39 20 - 29 10 - 20
⁄ The age group that is most
relevant for the car brands is
the group from 20- 29.
⁄ Audi percentually has the most
mentions in the group from 10-
20 (34%), compared to the
other car brands.
⁄ Hyundai is most relevant for the
group from 20- 29 with a
conjunction of 54%.
⁄ The groups 50- 59 and 60- 75
don’t often mention car brands.
This is due to their lack of
presence in social media.
⁄ In conclusion the distribution
among age groups is not well
balanced.
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Mention distribution across countries showed through
analyzing demographics
© 2012 Goldbach Interactive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other Romania italy Netherlands
Ireland Indonesia South Africa India
Australia Germany france canada
UK USA
⁄ USA is often the dominant
country (+40%). Renault (15%)
and Opel (22%) being the
exceptions.
⁄ UK has many mentions too,
especially for Renault (22%)
and Hyundai (21%).
⁄ Unsurprisingly Opel is
mentioned a lot in Germany
(18%). FIAT however does not
have a particularly high amount
of mentions in Italy (3%).
Renault on the other side is
mentioned a lot in France
(17%).
⁄ In summary the origin of your
brand somewhat affects where
people are talking about you.
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Demographic analysis reveals mention distribution among
gender
© 2012 Goldbach Interactive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Female Male
⁄ Men do have a higher
conjunction on the amount of
mentions than women.
⁄ Opel has the highest
percentage of mentions by men
(78%).
⁄ VW is the brand which has
percentually the most mentions
by women (34%).
⁄ In summary mentions are not
well balanced between the
genders. But they conclude the
different attributes of the
demographics, which are
crucial to know for the
managers of car brands.
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/ With our research tool Goldbach Interactive identified and examined characteristics for car brands:
- Design (22.4 m mentions)
- Quality (18.2 m mentions)
- Purchase (15.2 m mentions)
- Complaints (3.6 m mentions)
- Environment (7.8 m mentions)
- Performance (14.7 m mentions)
/ Within these characteristics we found the strongest car brands:
- 1. Ford (3.6 m mentions)
- 2. Toyota (2.7 m mentions)
- 3. BMW (2.5 m mentions)
/ Examining the mentions per source we revealed the following result:
- Forums (5.1 m mentions)
- Blogs (3.3 m mentions)
- News (2.4 m mentions)
- Twitter (1.8 m mentions).
/ Furthermore the demographics of the people talking about the car brands are:
- Mostly male (chance of 60%)
- 10- 29 old
- From USA or UK
/ Because of our analysis the important characteristics and demographics for car brands have been identified. Out of this
knowledge it is now possible to adapt your marketing- and social media strategies.
Management summary
© 2012 Goldbach Interactive
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/ Goldbach interactive identified the key figures for the car industry. Now it is your turn to use the
findings and adapt your social media management process:
/ Listen to what people say about your brand: - Listen closely to what your competitors and fans say concerning the characteristics, to get ahead of the competition
or to stay on top.
/ Analyzing what the topics about your car brand are: - Be aware of what is defining for your brand. Analyze what characteristic is the most important for your car brand.
/ Engage with the users in social media: - Engage and communicate with your influencer and fans that are mostly relevant for you by talking to the right
demographics group.
/ Adapt your social media strategy: - Focus your strategy on what you have learned from your influencer and lie and emphasis the important
characteristics for a new campaign.
/ If you are interested in further analysis, then contact us, because we have several research tools to
analyze, manage and optimize your social media investment.
Marketing and social media strategies: Scope of action
© 2012 Goldbach Interactive
• The analysis covers the last 365 days
Time period of the analysis
• The car industry and well known car brands
Scope of the analysis
• None
Geographical restrictions
• None
Language restrictions
• Blogs, Forums, Twitter, News
Sources
12 © 2012 Goldbach Interactive
GOLDBACH INTERACTIVE (SWITZERLAND) AG
Mattenstrasse 90, 2503 Biel/Bienne
Seestrasse 39, 8700 Küsnacht
www.goldbachinteractive.ch
Jan Sedlacek
@JanSedlacek1
+41 32 366 01 90
Dominic Stöcklin
@dstoecklin
+41 32 366 01 73