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Car industry buzz report

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Buzz report about the mentions of car brands in social media. Published by Goldbach Interactive.
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Car Brands Social Media Buzz Report April 2012 Jan Sedlacek, Dominic Stöcklin Picture: http://www.salon-auto.ch/de/
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Page 1: Car industry buzz report

Car Brands Social Media Buzz Report

April 2012

Jan Sedlacek, Dominic Stöcklin

Picture: http://www.salon-auto.ch/de/

Page 2: Car industry buzz report

2

/ 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

Page 3: Car industry buzz report

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

Page 4: Car industry buzz report

4

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.

Page 5: Car industry buzz report

5

Car brands have a different share of voice across the

different sources

© 2012 Goldbach Interactive

News

Forums

Blogs

Twitter

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.

Page 6: Car industry buzz report

6

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.

Page 7: Car industry buzz report

7

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.

Page 8: Car industry buzz report

8

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.

Page 9: Car industry buzz report

9

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.

Page 10: Car industry buzz report

10

/ 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

Page 11: Car industry buzz report

11

/ 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

Page 12: Car industry buzz report

• 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

Page 13: Car industry buzz report

GOLDBACH INTERACTIVE (SWITZERLAND) AG

Mattenstrasse 90, 2503 Biel/Bienne

Seestrasse 39, 8700 Küsnacht

www.goldbachinteractive.ch

Jan Sedlacek

@JanSedlacek1

+41 32 366 01 90

[email protected]

Dominic Stöcklin

@dstoecklin

+41 32 366 01 73

[email protected]


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