Auto Monitor – Chinese Sector Analysis Social Media Analysis of the Chinese Auto Sector
1
The Digital Marke.ng Experts
Brands and Models
• Location: China • Languages: Simplified Chinese & English
Brands Monitored:
• Audi • BMW • Infiniti • Lexus • Mercedes-Benz
Models Monitored:
• A3 • BMW 1 Series • G25 • Lexus CT200 • Mercedes-Benz A Class
Daily Volume (All Brands)
Men.ons
The overall *mentions represents the total mentions of all automotive brands from all 9 channels analyzed. Volume of mentions is consistent for most of the month.
*One mention referrers to one posting on one of the media channels. An example is a posting on RenRen or Weibo.
Share of Voice (All Brands)
Share of Voice Geographic Distribu.on
Share of Voice referrers to the where the mentions of the automotive brands are being posted. A range of social media is being used to discuss the major automotive brands, particularly Microblogs, BBS/Forms and Social Networks. It is evident in the Map Overlay of China that a majority of the mentions are coming from the Eastern coastal cities.
Daily Volume (Models)
Men.ons
The overall mentions represents the total mentions of the 5 automotive models from all 9 channels searched. Volume of mentions is consistent for most of the month.
Share of Voice (Models)
A range of social media is being used to discuss the 5 monitored automotive models, particularly Portals, Social Networks and BBS/Forums. It is evident in the Map Overlay of China that a majority of the mentions are coming from the Eastern Coastal Cities.
Share of Voice Geographic Distribu.on
Auto Scorecard (Models)
The auto scorecard ranks the 5 automotive models based on a defined criteria list. 1. Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy 2. Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money 3. Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety 4. Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness 5. Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
Auto Scorecard
Audi – Deep Dive
Men.ons
Site Analysis
Geographic Distribu.on
Share of Voice
BRAND
• Geographic distribu.on focused on the eastern ci.es
• SOV spread through Portals, Microblogs, Social Networks & BBS
Audi A3 – Deep Dive Model
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
• Geographic distribu.on focused on the eastern ci.es. With a high intensity in Beijing and Shanghai
• SOV spread through Portals, Social Networks & BBS
• High number of men.ons from douban.com
BMW – Deep Dive
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
BRAND
• Geographic distribu.on focused on the eastern ci.es
• SOV spread through Portals, Microblogs, Social Networks & BBS
• High percentage of men.ons from douban.com
BMW 1 Series – Deep Dive Model
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
• Geographic distribu.on focused on the eastern ci.es. With a high intensity in Beijing and Shanghai
• Surprising low SOV from Microblogs and Social Media, Ranked higher from Portals and BBS/Forums
• High number of men.ons from douban.com
Infiniti – Deep Dive
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
BRAND
• Geographic distribu.on focused on the eastern ci.es
• SOV spread through Portals, Microblogs, Social Networks & BBS
• Popular site douban.com
Infiniti G25 – Deep Dive Model
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
• Geographic distribu.on focused on the eastern ci.es. With a high intensity in Beijing and Shanghai
• SOV spread through Portals, Social Networks & BBS
• High number of men.ons from douban.com
Lexus – Deep Dive
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
BRAND
• Geographic distribu.on focused on the eastern ci.es
• SOV spread through Portals, Microblogs, Social Networks & BBS/Forums
• Strong focus on douban.com
Lexus CT200 Deep Dive Model
Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
• Geographic distribu.on focused on the eastern ci.es. With a high intensity in Beijing and Shanghai
• SOV spread through Portals, Social Networks & BBS /Forums
• Even distribu.on from a number of popular sites
Mercedes-Benz – Deep Dive
Men.ons
Site Analysis
Geographic Distribu.on
Share of Voice
BRAND
• Geographic distribu.on focused on the eastern ci.es
• SOV spread through Portals, Microblogs, Social Networks & BBS/Forums
• Strong voice from douban.com
Mercedes-Benz A Class – Deep Dive
Model Men.ons
Site Analysis
Geographic Distribu.on Share of Voice
• Geographic distribu.on focused on the eastern ci.es. With a high intensity in Beijing and Shanghai
• SOV spread through Portals, Social Networks & BBS/forums
• High number of men.ons from seller.cheshi.com
Ranking the Brands- Total
BMW and Mercedes-‐Benz ranked highly in the overall brand men.ons on sites within China. Audi, Infini. and Lexus all ranked lower but with similar percentages.
BMW was the standout brand with 21.68% of all men.ons.
Ranking the Model - Totals
The Audi A3 was by far the standout when comparing the men.ons for the models, with 70.3% The men.ons used for this comparison were derived primarily from well known Chinese Auto
BBS Forums
Summary
From review the 5 leading car Brand, BMW and Mercedes-Benz were both popular brands with Chinese online users. However,
• BMW was the standout Brand with 21.68% of all mentions When we analyzed the social media channels relating specifically to various car models we could see an inconsistency. The Audi A3 had significantly more online chatter related to this model however the Audi Brand did not fair as well compared to other car manufactures.
• The Audi A3 was by far the standout when comparing the mentions for all models taking a 70.3% share
The Auto Scorecard provides a means to compare various car features and determine a relative ranking. The leaders for the features are:
• Fuel Economy: Lexus CT200h • Value For Money: BMW 1 Series • Safety: Mercedes-Benz A Class • Sportiness: BMW 1 Series • Quietness: Mercedes-Benz A Class
Social Analytic Coverage
Where do we get our information? Digital Jungle utilizes the Social Intelligence Platform (SIP) developed by SinoTech Group (www.sinotechgroup.com.cn), the software was developed by top engineers familiar with both international and Chinese social media. China has over 475 million online users creating a wealth of content across blogs, microblogs and social networks. Through advanced proprietary technology SIP is able to monitor conversation and analyze sentiment in multiple languages for the Automotive industry. We can intelligently discover and monitor what people are saying about the biggest automotive brands operating in China and then present this in easy to understand graphical format.
• Offered in over 10 languages • Covers 9 channels, Social Media, BBS/Forum, • Microblogs, SNS + more • Global reach and Expert in China metrics • Precise sentiment and trend analysis
Thank You! Dr Mathew McDougall| [email protected]
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