car brands on facebook in central & eastern europe 2012

Sotrender.com presents:

Car brands on Facebook in CEE 2012

sotrender.com

Introduction

Sotrender is proud to present CEE F CUP 2012 report. Report is devoted to the

Facebook activities of 8 car brands in 7 countries from CEE region. Report is based on

data gathered and analysed by Sotrender, an online tool for measurement and opimization

of Facebook marketing activities.

Sotrender is a product of SmartNet Research & Solutions Ltd., company specialized in

social media research and consulting, designing and conducting studies, developing own

research, analysis and data mining solutions in the area of Internet and social networks.

Sotrender has been created thanks to interdisciplinary knowledge and combination of

academic and business experience of SmartNet Research & Solutions’ team. Sotrender

has been designed to analize, report and optimize social media marketing. “So” stands for

“social”, but also for “statistics + optimization”. It allows to evaluate campaigns, find the

best content and the most active fans, measure engagement, as well as to monitor actions

of competitors. Monitoring and analyzing data enables Sotrender users to adopt

appropriate marketing strategy and adjust it to the attitudes of brand society. On-demand

reports and consultancy are SmartNet Research & Solutions value added services.

CEE F CUP 2012 report takes into consideration activities on Facebook fanpages from

1.01.2012 till 20.03.2012 of 8 car brands: BMW, AUDI, SKODA, OPEL, KIA MOTORS,

FORD and PEUGEOT in 7 countries of CEE Region: Germany, Poland, Czech Republic,

Slovakia, Hungary, Romania, Ukraine and Russia.

Since CEE F CUP 2012 report doesn’t include all countries of CEE region and omits

few car brands, Sotrender team underlines that CEE F CUP 2012 report doesn’t exhaust

the topic of car brands presence on Facebook in different countries from CEE region.

CEE F CUP 2012 agenda:

1. Rankings of average perfomance of brands across CEE region.

2. Classification of car brands fanpages in countries from CEE region, ordered by

number of fans and engaged fans.

3. Classification of car brands fanpages in countries, ordered by Interactivity Index

and Relative Interactivity.

4. Classification of car brands' fanpages in countries, ordered by fans gender.

5. Classification of the most popular posts on car brands fanpages in the region.

Key findings

Average size of a fanpage in CEE (in analysed scope) changes from several

thousands to a few dozen thousands, depending on brand and market. The biggest

fanpages are established in Germany, where all of national brands' fanpages surpass the

amount of 100 000 fans. On the other hand, the smallest ones can be found in Ukraine

where the biggest fanpage, Citroen, recenty hit the 10 000 fans threshold.

Audi has the highest average number of fans on their regional fan pages. However,

most of the country rankings by number of fans are clearly won by BMW (often being a

sole outlier in this regard). Both of these brands, Audi and BMW are strong winners in

“number of fans” rankings, having twice as high average as Mercedes, holder of the third

position.

Number of engaged fans often reflects just the fanpage's size – a brief look at Relative

Interactivity rankings shows that highest engagement was not generated on walls of the

biggest pages – Volkswagen, Kia and Ford brands almost doubled values of Relative

Interactivity of BMW and Audi.

Not surprisingly, all across the region, car brands' fanpages are engaging mostly

males. It's noticeable mostly in contrast to proportions of gender engagement on Facebook

in general; such a high male activity is not a common phenomenon.

In Czech Republic, Germany, Hungary, Poland, Romania and Russia we can observe

a slight uptrend in overall Interactivity Index values, with distinct interactivity peaks in

March. Interaction intensity comes in weekly cycles, and weekend drops in Interactivity

Index are also very clear in most analysed countries.

Glossary:

Engaged fans: Fans who have done at least 1 activity within analysed period of time:

"like", commentary, adding a post or a photo.

Interactivity Index: Collective rate of all activities within one fanpage.

Relative Interactivity: Collective rate of all fan activities within fanpage including

number of fans; makes it possible to compare fanpages with varied number of fans, II fans /

number of fans.

Top posts: ranking of most interactive posts (i.e. ranked by Interactivity Index), one per

fan page.

Car brands on Facebook in CEE 2012:

Brands overview

sotrender.com

7549

13348

16934

22521

27496

32767

36014

40228

79941

88850

514

890

1008

2242

2501

4353

4128

3371

8808

6885

Skoda

Citroen

Peugeot

Kia Motors

Ford

Opel

Volkswagen

Mercedes

BMW

Audi

Average number of fansAverage number of engaged fans

Car brands on Facebook in Central & Eastern EuropeRanking by average number of fans, 2012

Source: sotrender.com

3315

5441

5596

8545

11544

13396

14762

16004

21853

32099

564

482

364

762

680

825

743

687

541

427

Skoda

Citroen

Peugeot

Kia Motors

Mercedes

Volkswagen

Ford

Opel

Audi

BMW

Average Interactivity IndexAverage Relative Interactivity

Car brands on Facebook in Central & Eastern EuropeRanking by average Interactivity Index in 2012


27%

28%

29%

29%

30%

30%

31%

31%

34%

40%

73%

72%

71%

71%

70%

70%

69%

69%

66%

60%

Mercedes

Ford

Opel

Volkswagen

Audi

Citroen

Skoda

BMW

Kia Motors

Peugeot

FemalesMales

Car brands on Facebook in Central & Eastern EuropeAverage distribution of engaged fans’ gender in 2012



Countries overview

sotrender.com


Czech Republic

sotrender.com

13%

22%

23%

23%

28%

29%

32%

34%

37%

46%

87%

78%

77%

77%

72%

71%

68%

66%

63%

54%

Skoda

Ford

Citroen

Opel

BMW

Mercedes

Volkswagen

Audi

Peugeot

Kia Motors

FemalesMales

Car brands on Facebook in Czech RepublicDistribution of engaged fans’ gender in 2012


3862

4146

4484

6245

10074

16541

23441

24126

41493

54782

64

260

586

1103

1359

2105

1393

4467

1554

6121

Opel

Citroen

Skoda

Mercedes

Kia Motors

Audi

Ford

Volkswagen

Peugeot

BMW

Number of fansNumber of engaged fans

Facebook: car brands in Czech RepublicRanking by number of fans, 2012


64% males

89% males

90% males

79% males

74% males

females 36%

females 11%

females 10%

females 21%

females 26%

likes:

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239

31

2012−02−17 11:45:42

320

40

2012−03−12 20:08:28

46

212

2012−02−12 21:30:37

638

89

2012−02−04 19:06:42

1540

173

2012−01−04 12:52:24

Peugeot Czech Republic

Audi Czech Republic

Skoda Czech Republic

Volkswagen Czech Republic

BMW Czech Republic

[ no text / multimedia ]

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Czech Republic: top postsResponse and gender distrbution in most interactive posts

Colored bars represent gender distribution among fans engaged by a given post


OpelCitroenSkoda

MercedesKia Motors

AudiFord

VolkswagenPeugeot

BMW

214100

707674

135

76186

49

Fanpage Daily average

January February March

Czech Republic: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Czech Republic: summary

The most interactive pages in terms of Relative Interactivity were Mercedes,

Skoda and Volkswagen

The biggest Interactivity Index was generated on BMW, Volkswagen and Mercedes

The most engaging fan pages in terms of percent of engaged fans were Volkswagen,

Mercedes and Audi

The highest number of fans was engaged on the following pages: BMW, Volkswagen

and Audi

The biggest fan pages were BMW, Peugeot and Volkswagen


Germany

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20%

22%

23%

26%

27%

27%

27%

34%

35%

37%

80%

78%

77%

74%

73%

73%

73%

66%

65%

63%

Volkswagen

BMW

Mercedes

Citroen

Skoda

Audi

Opel

Ford

Peugeot

Kia Motors

FemalesMales

Car brands on Facebook in GermanyDistribution of engaged fans’ gender in 2012


11538

21953

30847

81794

98548

169644

188344

205107

312489

473384

715

1454

1314

9019

4552

16385

12780

27024

36149

38266

Skoda

Peugeot

Citroen

Ford

Kia Motors

Volkswagen

Mercedes

Opel

BMW

Audi


Facebook: car brands in GermanyRanking by number of fans, 2012


74% males

89% males

75% males

77% males

78% males

females 26%

females 11%

females 25%

females 23%

females 22%

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193

490

2012−02−03 15:21:27

284

806

2012−02−22 19:52:18

642

1017

2012−02−07 17:21:45

2403

2241

2012−03−07 19:06:31

11361

1829

2012−01−05 16:18:51

Ford Germany

Volkswagen Germany

Opel Germany

BMW Germany

Audi Germany

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Germany: top postsResponse and gender distrbution in most interactive posts



SkodaPeugeotCitroen

FordKia Motors

VolkswagenMercedes

OpelBMWAudi

1803396

723111

136253

1084296543

36



Germany: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Germany: summary

The biggest Relative Interactivity was generated on Ford, BMW and Opel

The most interactive pages in terms of Interactivity Index were BMW, Audi

and Opel

The most engaging fan pages in terms of percent of engaged fans were Opel,

BMW and Ford

The hihgest number of engaged fans was observed on Audi, BMW and Opel

The biggest fan pages in this group were Audi, BMW and Opel


Hungary

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22%

22%

26%

34%

36%

36%

50%

78%

78%

74%

66%

64%

64%

50%

Citroen

Opel

Audi

BMW

Kia Motors

Ford

Peugeot

FemalesMales

Car brands on Facebook in HungaryDistribution of engaged fans’ gender in 2012


1052

4480

7177

9363

9852

16396

31865

257

338

1743

1293

1683

1242

3917

Citroen

Kia Motors

Opel

Peugeot

Audi

Ford

BMW


Facebook: car brands in HungaryRanking by number of fans, 2012


49% males

85% males

84% males

40% males

64% males

females 51%

females 15%

females 16%

females 60%

females 36%

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184

15

2012−02−23 18:28:55

321

17

2012−01−09 11:54:31

244

55

2012−02−09 16:18:10

158

79

2012−02−21 13:44:59

1067

44

2012−02−13 16:55:26

Ford Hungary

Audi Hungary

Opel Hungary

Peugeot Hungary

BMW Hungary


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Hungary: top postsResponse and gender distrbution in most interactive posts



Citroen

Kia Motors

Opel

Peugeot

Audi

Ford

BMW

124

81

82

62

29

97

26



Hungary: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Hungary: summary

The highest values of Relative Interactivity were seen on pages Citroen,

Opel and Peugeot

The biggest Interactivity Index was generated on BMW, Opel and Peugeot

The hihgest percent of engaged fans was observed on Opel, Citroen and Audi

The hihgest number of engaged fans was observed on BMW, Opel and Audi

The biggest fan pages were BMW, Ford and Audi


Poland

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15%

21%

22%

23%

24%

28%

30%

31%

34%

62%

85%

79%

78%

77%

76%

72%

70%

69%

66%

38%

Mercedes

Audi

Volkswagen

Ford

BMW

Kia Motors

Citroen

Peugeot

Opel

Skoda

FemalesMales

Car brands on Facebook in PolandDistribution of engaged fans’ gender in 2012


9479

10867

10896

10903

13276

15635

24400

38328

39856

57677

990

234

830

2462

1085

5642

1440

3042

3142

6327

Citroen

Skoda

Peugeot

Volkswagen

Opel

Audi

Ford

Mercedes

Kia Motors

BMW


Facebook: car brands in PolandRanking by number of fans, 2012


88% males

73% males

92% males

77% males

80% males

females 12%

females 27%

females 8%

females 23%

females 20%

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84

142

2012−02−15 15:03:57

391

95

2012−03−08 19:50:21

147

180

2012−03−07 13:19:25

620

105

2012−02−02 11:56:04

1432

89

2012−02−13 15:38:30

Mercedes Poland

Audi Poland

Volkswagen Poland

Kia Motors Poland

BMW Poland

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Poland: top postsResponse and gender distrbution in most interactive posts



CitroenSkoda

PeugeotVolkswagen

OpelAudiFord

MercedesKia Motors

BMW

269155

11863

37582

201135173

36



Poland: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Poland: summary

The most interactive pages in terms of Relative Interactivity were Audi,

Volkswagen and Opel

The biggest Interactivity Index was generated on Audi, BMW and Opel

The most engaging fan pages in terms of percent of engaged fans were Audi,

Volkswagen and BMW

The most engaging fan pages, in terms of number of engaged fans, were BMW,

Audi and Kia Motors

The biggest pages: BMW, Kia Motors and Mercedes


Romania

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18%

23%

29%

30%

30%

31%

37%

38%

82%

77%

71%

70%

70%

69%

63%

62%

Kia Motors

Audi

Mercedes

Volkswagen

Opel

Ford

BMW

Citroen

FemalesMales

Car brands on Facebook in RomaniaDistribution of engaged fans’ gender in 2012


777

810

8092

11510

14825

18656

34645

91688

350

97

619

682

1213

1795

2797

9290

Kia Motors

Audi

Volkswagen

Opel

Mercedes

Ford

Citroen

BMW


Facebook: car brands in RomaniaRanking by number of fans, 2012


73% males

86% males

77% males

65% males

61% males

females 27%

females 14%

females 23%

females 35%

females 39%

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171

9

2012−02−11 14:56:40

111

62

2012−01−10 16:10:58

192

44

2012−02−15 09:42:55

314

40

2012−02−26 14:31:34

1287

30

2012−02−27 11:20:19

Opel Romania

Kia Motors Romania

Ford Romania

Citroen Romania

BMW Romania


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Romania: top postsResponse and gender distrbution in most interactive posts



Kia Motors

Audi

Volkswagen

Opel

Mercedes

Ford

Citroen

BMW

352

57

86

6

214

25

39

23



Romania: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Romania: summary

The biggest Relative Interactivity was generated on Kia Motors, Citroen

and Audi

The biggest Interactivity Index was generated on BMW, Citroen and Ford

The highest percent of fans was engaged on the following pages: Kia Motors,

Audi and BMW

The most engaging fan pages, in terms of number of engaged fans, were BMW,

Citroen and Ford

The biggest fan pages in this group were BMW, Citroen and Ford


Russia

sotrender.com

30%

30%

35%

37%

38%

39%

40%

42%

44%

70%

70%

65%

63%

62%

61%

60%

58%

56%

Skoda

Audi

Volkswagen

BMW

Kia Motors

Citroen

Mercedes

Peugeot

Opel

FemalesMales

Car brands on Facebook in RussiaDistribution of engaged fans’ gender in 2012


1411

2051

5953

10170

11647

13644

18003

19749

174162

294

480

3099

771

523

6937

3019

3972

5724

Skoda

Volkswagen

Mercedes

Peugeot

Citroen

Kia Motors

BMW

Opel

Audi


Facebook: car brands in RussiaRanking by number of fans, 2012


30% males

64% males

70% males

63% males

57% males

females 70%

females 36%

females 30%

females 37%

females 43%

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53

37

2012−03−06 09:30:31

256

37

2012−03−01 08:10:46

156

137

2012−02−13 06:32:37

651

54

2012−01−17 10:35:21

689

52

2012−03−10 10:11:26

Peugeot Russia

Mercedes Russia

BMW Russia

Audi Russia

Opel Russia

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Russia: top postsResponse and gender distrbution in most interactive posts



Skoda

Volkswagen

Mercedes

Peugeot

Citroen

Kia Motors

BMW

Opel

Audi

209

193

84

228

49

150

177

39

34



Russia: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Russia: summary

The most interactive pages in terms of Relative Interactivity were Mercedes,

Skoda and Volkswagen

The most interactive pages in terms of Interactivity Index were Audi, BMW

and Mercedes

The most engaging fan pages in terms of percent of engaged fans were Mercedes,

Kia Motors and Volkswagen

The hihgest number of engaged fans was observed on Kia Motors, Audi and Opel

The biggest fan pages in this group were Audi, Opel and BMW


Slovakia

sotrender.com

17%

22%

25%

27%

27%

31%

35%

39%

43%

83%

78%

75%

73%

73%

69%

65%

61%

57%

Skoda

Ford

Opel

Citroen

Mercedes

BMW

Audi

Peugeot

Kia Motors

FemalesMales

Car brands on Facebook in SlovakiaDistribution of engaged fans’ gender in 2012


291

1061

4416

10285

11074

18812

19400

26081

69660

118

161

184

1104

395

1141

631

2171

5178

Ford

Opel

Citroen

Kia Motors

Skoda

Audi

Peugeot

Mercedes

BMW


Facebook: car brands in SlovakiaRanking by number of fans, 2012


65% males

63% males

50% males

61% males

58% males

females 35%

females 37%

females 50%

females 39%

females 42%

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191

12

2012−02−23 09:39:14

241

12

2012−02−10 16:27:30

325

18

2012−03−08 20:43:40

30

110

2012−02−23 17:09:04

833

48

2012−01−26 10:43:17

Peugeot Slovakia

Audi Slovakia

Mercedes Slovakia

Kia Motors Slovakia

BMW Slovakia



Ženy, čím vás dnes muži potešili úplne najviac? Všetko najlepšie posielameaj z Mercedesu! :−)

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Futbalista roka. Ak sa trafis, mas sancu vyhrat Aut [...]


Slovakia: top postsResponse and gender distrbution in most interactive posts



Ford

Opel

Citroen

Kia Motors

Skoda

Audi

Peugeot

Mercedes

BMW

178

90

23

24

39

13

17

84

26



Slovakia: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Slovakia: summary

The most interactive pages in terms of Relative Interactivity were Ford,

Opel and Kia Motors

The biggest Interactivity Index was generated on BMW, Mercedes and Kia

Motors

The most engaging fan pages in terms of percent of engaged fans were Ford,

Opel and Kia Motors

The hihgest number of engaged fans was observed on BMW, Mercedes and Audi

The biggest fan pages in this group were BMW, Mercedes and Peugeot


Ukraine

sotrender.com

24%

26%

27%

37%

37%

38%

39%

45%

46%

76%

74%

73%

63%

63%

62%

61%

55%

54%

Opel

Kia Motors

Mercedes

Citroen

Volkswagen

BMW

Skoda

Peugeot

Audi

FemalesMales

Car brands on Facebook in UkraineDistribution of engaged fans’ gender in 2012


397

1266

1606

1820

2501

3361

5265

5921

10553

90

358

423

190

154

462

523

863

796

Opel

Volkswagen

Audi

Mercedes

Kia Motors

BMW

Peugeot

Skoda

Citroen


Facebook: car brands in UkraineRanking by number of fans, 2012


59% males

60% males

38% males

92% males

53% males

females 41%

females 40%

females 62%

females 8%

females 47%

likes:

comments:

fanpage:

published:

likes:

comments:

fanpage:

published:

likes:

comments:

fanpage:

published:

likes:

comments:

fanpage:

published:

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103

11

2012−01−26 13:45:37

94

21

2012−02−24 19:12:00

195

15

2012−02−14 09:33:10

2

73

2012−01−02 09:25:22

578

321

2012−02−01 09:55:32

BMW Ukraine

Peugeot Ukraine

Audi Ukraine

Citroen Ukraine

Skoda Ukraine


Дамы и господа! На подиуме 508. Встречайте!

С праздником! ;)

И все же, к Citro..n Украина остается 2 практических вопроса. 1. При официальноммежсервисном пробеге 20 тыс. км. −− откуда в Украине взялась "промежуточная"

замена масла на 10 тыс. км. между ТО? "Боль [...]

Хочешь флешку? Действуй по указанной формуле! :) P.S. Приготовьтесь кохоте на Yeti! Открытие сезона 6 февраля, следите за обновлениями!

Ukraine: top postsResponse and gender distrbution in most interactive posts



Opel

Volkswagen

Audi

Mercedes

Kia Motors

BMW

Peugeot

Skoda

Citroen

33

17

47

25

86

14

19

38

66



Ukraine: Interactivity IndexInteraction flow on car brands’ Facebook pages, 2012

Ukraine: summary

The most interactive pages in terms of Relative Interactivity were Volkswagen,

Opel and Audi

The biggest Interactivity Index was generated on Citroen, Skoda and Peugeot

The highest percent of fans was engaged on the following pages: Volkswagen,

Audi and Opel

The hihgest number of engaged fans was observed on Skoda, Citroen and Peugeot

The biggest fan pages were Citroen, Skoda and Peugeot

car brands on facebook in central & eastern europe 2012

Documents

countries of cee region

national brands fanpages

facebook fanpages

number of fans rankings

present cee f cup

topic of car brands

number of engaged fans

active fans