AUTO EXPO INDIA – THE MOTOR SHOW 2016

SOCIAL MEDIA MONITORING REPORT

TIMELINE MONITORED : 1ST FEB – 10 FEB, 2016

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2 Content Strategy: To facilitate more fan engagement and connect to the event, Jaguar Land Rover created a buzz in advance with its @JLRIndia handle by giving users a chance to retweet a tweet from their handle for an auto reminder to view the launch live on Periscope, Audi India used the Flock to Unlock card that brands can use to unveil a new product, video or commercial. Such kind of initiatives proven to be a big success as Jaguar India received highest impression in social media.

1Utilization of YouTube: YOUTUBE channel of organizers i.e. AUTO EXPO 2016 is not active since 19th Jan 2016. YOUTUBE could have been great way to share videos in FACEBOOK,TWITTER which could bring greater engagement from fans.

3 Absence of Bajaj Motors, Skoda, Enfield, Harley Davidson, AUTO EXPO 2016 : 2016 Auto Expo missed a few regular participants next, with manufacturers choosing to divert the rental charges costing between Rs 5-15 crore, into product development and marketing. In the two-wheeler section, Bajaj, Royal Enfield and Harley-Davidson skipped this event. Some of the manufacturer didn’t had something new in their fleet while few withdrawn due to change in their marketing strategies.

KEY INSIGHTS & RECOMMENDATIONS

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DIGITAL SUMMARY

NOTE: BUZZ BY DAY doesn’t include Instagram data

01 02 03 04 05 06 07 08 09 10

1,256k

6,864k

23,424k

14,574k10,856k

7,009k

12,229k9,261k

4,781k1,691k

1,12,113 # OF ASSOCIATED POSTS 25% (from 3rd FEB)

SOURCE BREAKDOWNOVERALL DEMOGRAPHICS

TOTAL POSTS WITH IDENITIFIABLE

GENDER:31 Thousand

80%

13%

5% 2% 1%

Twitter Instagram Facebook ForumsBlogs

BUZZ BY DAY

MALE 52%

FEMALE 48%

FEB 2016

HASHTAG ANALYSIS

#autoexpo2016

#aetms2016

#aetms16

#nissanpavilion

#autoexpo

#toyotaatautoexpo

#futureofluxury

#thefutureofluxury

#xtrail

#anilkapoorwithscross

12,000k

9,800k

9,800k

5,900k

5,000k

4,200k

3,800k

3,700k

3,500k

3,100k

Huge buzz generated due to curtain raiser

of event

@au

toex

po...

@ni

ssan

_i...

@bm

wind

ia

@to

yota

_ind

ia

@ne

xaex

pe...

22,000k

5,400k 3,900k 3,400k 3,100k

TOP 5 MENTIONS

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MOST POPULAR CARS AT AUTO EXPO 2016

• Tata Motors-owned JLR launched the all-new Jaguar XE sports saloon, car was launched with innovative digital marketing approach which amplified the buzz• BMW 7-Series, which was launched by none other than master blaster Sachin Tendulkar became hot sensation in social media network fans were reposting

about this ultimate luxury vehicle• The Nissan GT-R finally arrived on Indian shores via its official Indian unveiling at the Auto Expo 2016• Maruti Suzuki Vitara Brezza finally breaks cover. Baleno too recieved certain amount of positive response over social media • Ford has showcased the recently unveiled Mustang at its Ford pavilion, fans went crazy in social media about American muscle’s first ever launch in India

Buzz6.8k

ENGAGEMENT13.2k

POSITIVE SENTIMENT SCORE

17

Buzz6.4k

ENGAGEMENT11.6k

POSITIVE SENTIMENT SCORE

26

Buzz5.7k

ENGAGEMENT9.8kk

POSITIVE SENTIMENT SCORE

27

1 2 3

Buzz4.3k

ENGAGEMENT7.9k

POSITIVE SENTIMENT SCORE

30

Buzz3.4k

ENGAGEMENT6.4k

POSITIVE SENTIMENT SCORE

15

Buzz3.1k

ENGAGEMENT7.5k

POSITIVE SENTIMENT SCORE

28

4 5 6

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MOST POPULAR BIKES AT AUTO EXPO 2016

Buzz2.3k

ENGAGEMENT1.9k

POSITIVE SENTIMENT SCORE

34

Buzz1.9k

ENGAGEMENT1.3k

POSITIVE SENTIMENT SCORE

187

Buzz1.7k

ENGAGEMENT1.5k

POSITIVE SENTIMENT SCORE

19

1 2 3

Buzz1.5k

ENGAGEMENT1.4k

POSITIVE SENTIMENT SCORE

19

4

Buzz1.3k

ENGAGEMENT0.9k

POSITIVE SENTIMENT SCORE

13

5

• At the 2016 Auto Expo, Suzuki has reintroduced the Gixxer SF which was appreciated by fans on social media as they were re-tweeting unveiling pics of bike• DSK Motowheels has just added four new bikes to their existing lineup, this became popular in social media.• Japanese auto major Yamaha Motors show cased a new scooter, Cygnus Ray-ZR, for the Indian market at the 13th edition of the Auto Expo. John Abrahm has

done endorsement for Yamaha which became viral on social media and Yamaha received attention on social media as well• World’s largest two-wheeler manufacturer Hero MotoCorp its first in-house developed motorcycle, Splendor iSmart 110, at the 13th Auto Expo .The firm also

unveiled — premium segment sports bike Xtreme 200 S, concept bike XF3R and a scooter concept Duet-E which became popular on social media.

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DEEP DIVE TEXT ANALYSIS

• Word cloud is created by buzz which was generated around the event using keywords like “AETMS16”, “Auto Expo”, “Auto Expo, India” etc.• Conclusion : Sentiments of fan were driven by positive keywords like “Obsession for car”, “”passion for driving”, “petroladdict”,”want2driveit”• BMW – 7 Series, Maruti Suzuki’s high end brand Nexa , Audi & Ford- Mustang received huge amount of visibility in social media as fan were posting selfies

around the respective cars

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INFLUENCER ANALYSIS – KLOUT SCORE

• Action and social mentions are driven more effectively by “power middle.” Mid-level influencers like bloggers have a smaller but more loyal audience and drive 16 times more engagement than paid media and “mega influencers

• John Abraham & Gul Panag are top 2 influencers in context of this event. Most of the influencer are blogger, Digital evangelist or brand’s own face (for e.g. @anandmahindra)

• NOTE : Twitter channels which belongs to media/news organizations are ignored. Generally , news channels are already a great influence over audience/spectators. As mentioned above, we are interested in spotting mid-level influencers who have great loyalty with their followers

@AryanSarath

@madversity

@KanchanGupta

@Trendulkar

@FordIndia

@scroll_in

@rohit_khurana

@nirmaltv

@AmitHPanchal

@suhelseth

@nivedithg

@HoeZaay

@anandmahindra

@GulPanag

@TheJohnAbraham

73

73

74

74

74

74

77

77

77

78

78

80

81

82

83

KLOUT SCORE– methodology to place a number from 1 to 100 identifying online influence

Bollywood Celeb.

Bollywood Celeb.

CEO Mahindra

Social media Influencer

Travel, Tech Blogger, Bengaluru India

Traveler, Author, Marketer

Digital Marketing Consultant, Brand Ambassador , #GAIQCertified

Technology Blogger @Techniqued_blog, Auto Enthusiast

Tech & Video Blogger, Engineer, Car And Gadgets Expert

News medium

FORD India

Blogger

Blogger

Columnist/Journalist/ Tech Writer

Blogger | Book & Gadgets Reviewer

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THE END