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Car Industry on Facebook Analysis of Five Popular Car Brands for the period April 2012-March 2013

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Analysis of five popular Car Brands (Lexus, Mazda, Subaru, Honda and Cadillac) for the period April 2012-March 2013

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Page 1: Car Industry on Facebook

Car Industry on FacebookAnalysis of Five Popular Car Brands for the period April 2012-March

2013

Page 2: Car Industry on Facebook

2

Industry Sample

Page 3: Car Industry on Facebook

3

Engagement Volume

The Engagement is measured by analyzing comments on a Facebook page and giving each of them a score. All the scores are then added up to create the average engagement of a Facebook page. A company with fewer comments can have a high average engagement depending on the sum of the scores.

Page 4: Car Industry on Facebook

4

Volume Weighted Engagement by Product

Truc

ks,

Vans

,

SUV'

sCa

rs

Engi

ne

Fuel

Econ

omy

Price

(Gen

eral)

Perfo

rman

ce

Luxu

ry F

eatu

res/

Elec

tron

ic G

adg.

..

Good

Deal

Tran

smiss

ion

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000 40,207 40,059

38,849

33,283

27,295

22,424

12,963 11,113 10,991

Consumers Were Highly Engaged With Trucks, Vans, and SUV's(Volume Weighted Engagement)

*The Engagement Weighting Volume is the sum of the scores of each consumer comment by the strength of his or her personal commitment to the topic

Page 5: Car Industry on Facebook

5

SEI (Social Engagement Index) Ratio

Comments about Trucks, Vans and SUV's are the most positive for Mazda and Lexus:

Cadillac Honda Lexus Mazda Subaru0.00

2.00

4.00

6.00

8.00

10.00

12.00

7.065.76

10.19 10.33

6.36

SEI Ratio - Trucks, Vans, SUV's

Facebook comments regarding Fuel Economy are the most positive for Mazda and Lexus:

Cadillac Honda Lexus Mazda Subaru0.001.002.003.004.005.006.007.008.00

5.23 4.96

6.38 6.58

4.85

SEI Ratio - Fuel Economy

*SEI is a measure of engagement and tone of Facebook comments, evaluating how positive/negative they are.

Page 6: Car Industry on Facebook

6

Intensity by Brand

Cadillac and Lexus are leaders in creating the highest passion and engagement from their Facebook followers:

Cadillac Honda Lexus Mazda Subaru of America

123

94

117

89 76

Intensity By BrandCurrent 12 Months

*Intensity is a measure of how passionate comments are, in a positive or negative way.

Page 7: Car Industry on Facebook

7

Zoom In: Lexus and Subaru of America

Cadillac Honda Lexus Mazda Subaru of America

37%

-17%

263%

-25%

257%

Volume - Engagement Wtg% Chg vs Year Ago

Lexus and Subaru of America have made the most progress in engaging with their Facebook audience for the period between April 2012 and March 2013:

Page 8: Car Industry on Facebook

8

Zoom In: Lexus and Subaru of America

Moreover, Lexus and Subaru of America are the two brands that have made the largest comment surges, for the period April 2012 and March 2013, compared to the previous year:

Cadillac Honda Lexus Mazda Subaru of America

21%

-16%

260%

-30%

260%

Brand Comment Growth Vs Year Ago

Page 9: Car Industry on Facebook

9

Zoom In: Lexus

The amount of comments and likes on the Lexus Facebook page made a significant loop in the period April 2012-March 2013, compared to 2011:

What could be the reasons for such a great improvement?

Page 10: Car Industry on Facebook

10

Lexus Facebook Page: What Changed?

More Posts: that the average number of posts has increased from 38 to 43 posts/month. An increase in posts is good, even if it’s just asking fans to caption a picture.

More Quizzes: Lexus followers are not only Lexus-lovers, but Lexus aficionados as well. And they love to show off their knowledge of these luxury cars by answering question and fill in the blank posts.

More Mini-campaigns: Throwback Thursdays, Wayback Wednesdays, F Sport Fridays, etc. Any excuse to draw attention on a weekly basis!

More Promotional Posts: Well they have to sell some cars too…

Page 11: Car Industry on Facebook

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Lexus Facebook Page: Engaging Content

Throwback Thursdays: a mini-campaign that usually consists of an old image and a question about Lexus fans’ past experiences with the brand.

Page 12: Car Industry on Facebook

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Lexus: Charity Campaign (Facebook App)

Check In for Charity: December to Remember

An App that can be connected to a fan’s Foursquare account so that every time they would check in (anywhere in the world via Facebook Places or Foursquare), Lexus would donate $10 to the Boys and Girls Club of America. Additionally, if theFan would visit a Lexus dealership,their donations of that day were doubled.

Page 13: Car Industry on Facebook

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Zoom In: Subaru of America

“It comes down to putting out content which we know

resonates well with our fans.” Ryan Johnson,

Corporate Social Media Specialist for Subaru of America

Page 14: Car Industry on Facebook

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Subaru of America Facebook Page: Engaging Content

Dear Subaru: A Customized Appallowing fans to create virtual post cards with their story. They could use images or videos to share their experience with their Subaru and how it has enriched their lives. Many claim that their car saved them(and sometimes even their coffee mug)in an accident!

Page 15: Car Industry on Facebook

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Subaru of America Facebook Page: Engaging Content

Dog Tested: Another Customized App, used for their Dog Testedcampaign where dogs were consulted when it came to getting the right car. This interactive tab allowed owners to find the right model to match their dog, as well as a driver’s license for the dog and even to chat live with a dog expert (the expert is the dog).

Page 16: Car Industry on Facebook

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Key Takeaway

An image is worth a thousand words…

Page 17: Car Industry on Facebook

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Key Takeaway

Think Out of the Box!

Page 18: Car Industry on Facebook

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