Performance benchmarking and content analysis of 12 luxury automakers across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.

Social Media Analysis - Luxury Autos

July 9-15, 2014

Executive SummaryAutomobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.

The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.

Data highlights and key takeaways:

❖ Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram

❖ Google+ has considerable fan base overall, but is driving minimal engagement with brand content❖ There’s surprisingly little promotion of posts on Facebook from these brands❖ Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to

Facebook’s declining reach issue.❖ Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands

should leverage when possible, as not all press will be entirely possible.

Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche, Volvo

All data in report from the week of July 9-15, 2014, unless noted otherwise.

Chart: Global Fan Leaderboard

Google+ is second largest network, with 27% of fans.Large range in community sizes, with Acura having only 6% as many fans as leader brand Porsche.

Facebook is leading network: 63% of total fan count

Chart: Global Engagement Leaderboard

Instagram engagement count is heavily skewed by Mercedes, which has over 5x the engagement on Instagram they have on FacebookFacebook, with 63% of total fans, has 30% of total engagements.Only 4 of the 12 brands have more engagement on Instagram than on Facebook.

Instagram has only 4% of fans, but 69% of engagements

Chart: Facebook Leaderboard

Only Porsche and Mercedes are significantly promoting their content on Facebook, as demonstrated by the difference between total engagements and engagements happening in the first 24 hours.

Most brands aren’t heavily promoting their posts

Post with significant promotion

Reaches 24 hour point, and continues to build engagement at significant rate. Boxed area indicates engagement generated beyond 24 hour mark.

Determining how much brands are promoting posts

Post with minimal or no promotion

Reaches majority of total engagement by 24 hour mark. Then flattens.

Chart: Post Type

While Mercedes had success with video, it was a single post. Overall, the industry is experiencing more engagement from photo content than any other media type, so it makes sense that they keep going back to them.

Auto industry Facebook content dominated by photos

Chart: Subject Explorer

The Subject Explorer report features top posting themes for any brand. Here it lists Mercedes’ most popular topics on Facebook. Not only is “Instagram” a top posting theme, but they’re actually posting the URL to drive Facebook traffic to their Instagram account.

Campaign Analysis: Mercedes promotes Instagram content on Facebook

Terms with the most mentions are largest. Terms with highest engagement/share/like/comment rate are darkest.

Chart: Subject Analyzer

Further evidence of their Instagram campaign on Facebook, the campaign’s main theme is “FOLLOW”, as indicated in the Related Terms chart.The campaign is generating above average engagement rate: .44%. The sample post, the most engaging post from the campaign, shows Mercedes’ use of photography to draw Facebook fans over to Instagram.

Campaign Analysis: Mercedes’ cross-network tactics

Chart: Top Influencers Chart

Porsche, #2 in total engagements for their brand content, is also getting good impact from their network of influencers. Over 50k engagements out of 7 posts from 3 influentials. That’s more than 50% of the 97k engagements their brand content generated.As the highlighted post shows, this isn’t always a plus for the brand, although in this case, it may only reinforce the brand’s exclusivity.

Porsche getting engagement boost from influencers

About This ReportSocial Media Analysis - Luxury Automakers

Some additional considerations for this report:

❖ Analysis includes 12 major luxury automobile brands ❖ Networks analyzed include Facebook, Twitter, YouTube, Instagram, Google+ and

Pinterest❖ Posts shown and analyzed are only public or US market posts

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