Sofia BOUCHIKHI - Anaïs FERRATOAnnabelle LEFÈVRE - Riane TABTIMSc Entairtainment & Media ManagementF&T Marketing - Tizziano TASSI

HOW DOES PORSCHE COMMUNICATE WITH ITS FANS ON ITS FACEBOOK PAGE ?

BRAND PRESENTATION

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

• 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

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

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

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

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

BRAND FACEBOOK

PAGE

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

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

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 ...

ANALYSIS

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

III. FANS’ POSTS (15 – 25 feb)

28%

52%

14%

4% 2%

Conversation between users

Fanship/support/endorsement

Information request

Claim/complaint

Reaction to infotainment

Gratitude

Scorn/offense

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

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%

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

VII.RESPONSE NATURE TO BRAND’S POSTS

5%

55%

1%1%

6%

30% 1%Conversation between usersFanship/support/endorsementInformation requestClaim/complaintReaction to infotainmentGratitudeScorn/offense

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

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

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)