mercedes ahead of bmw and audi in social buzz

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MERCEDES AHEAD OF BMW AND AUDI IN SOCIAL BUZZ Social media conversation Analysis of BMW and its competitors SIMPLIFY360 RESEARCH Source: http://img.wallpaperstock.net:81/2012-bmw-7-series-duo-wallpapers_33639_1920x1440.jpg

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To understand and analyze the social media awareness of BMW with respect to its competitors.

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Page 1: Mercedes ahead of bmw and audi in social buzz

MERCEDES AHEAD OF BMW AND AUDI IN SOCIAL BUZZ

Social media conversation Analysis of BMW and its competitors

SIMPLIFY360 RESEARCH Source: http://img.wallpaperstock.net:81/2012-bmw-7-series-duo-wallpapers_33639_1920x1440.jpg

Page 2: Mercedes ahead of bmw and audi in social buzz

ABOUT THE RESEARCH

•  To understand and analyze the social media awareness of

BMW with respect to its competitors

•  To understand the demographics of people talking about

BMW, AUDI and Mercedes-Benz

•  Competitive social media engagement analysis of BMW

TABLE OF CONTENTS

ü  COMPETITIVE INTELLIGENCE OF BMW

v COMPETITIVE ANALYSIS OF BMW: SOCIAL MEDIA

§  BUZZ SHARE OF BRANDS

§  BUZZ TREND ANALYSIS

§  DEMOGRAPHIC ANALYSIS

v ANALYSIS OF ENGAGEMENT: SOCIAL MEDIA

CHANNEL ANALYTICS

§  ANALYSIS OF SOCIAL MEDIA PRESENCE

§  FACEBOOK ANALYTICS

§  TWITTER ANALYTICS

v RECOMMENDATIONS

COMPETITORS CONSIDERED:

Social media chatter around BMW, AUDI and MERCEDES-BENZ were monitored from March 28 to July 18,2013

A total of 6.1 MILLION conversations were tracked globally for the analysis

Page 3: Mercedes ahead of bmw and audi in social buzz

WHAT WE’VE FOUND.. §  Mercedes Benz and BMW dominates in terms of social media awareness compared to Audi. Most of the buzz was from

men with the age range of 13-30. §  Most of the conversations on these brands (BMW, AUDI and MERCEDES-BENZ) originated from United States, Russia,

Indonesia and United Kingdom. §  BMW has good following in most of the social media platforms compared to its competitors, while it lags behind its

competitors in Twitter and Pinterest engagement. §  BMW leads in terms of overall Facebook activity compared to its competitors, it lags behind its competitors in

percentage engagement with its fans §  Audi dominates in terms of Twitter followers. Audi received more mentions and retweets from women

SIMPLIFY360 RESEARCH

Page 4: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

BUZZ SHARE OF BRANDS 34

%

31%

35%

Source: Simplify360 Social Matrix, March 28 to July 18,2013!

Page 5: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

MERCEDES BENZ AND BMW DOMINATES IN TERMS OF SOCIAL MEDIA AWARENESS COMPARED TO AUDI

0

50

100

150

200

Mar 28 - Apr 3

Apr 4 - Apr 10

Apr 11 - Apr 17

Apr 18 - Apr 24

Apr 25 - May 1

May 2 to May 8

May 9 to May 15

May 16 to May 22

May 23 to May 29

May 30 to June 5

June 6 to June 12

June 13 to June 19

June 20 to June 26

June 27 to July 3

July 4 - July 10

July 11- July 18

Thou

sand

s

BMW AUDI MERCEDES BENZ

Increased conversations from people on “BMW’s recall of 220,000 cars globally for faulty passenger air bag”

Conversations on people sharing update on Audi winning the 24 Hours of Le Mans for the fourth straight year

BMW 2.09MILLION

AUDI 1.91 MILLION MERCEDES

BENZ 2.13MILLION

People on social media were highly active talking about the automobile brands and love to share updates and their experiences on the industry/brands. Example: “A lot of good new technology in the e-class of Mercedes-Benz, however its outdated pedal operated hand brake really lets it down. Why address other areas with extra technology before fixing this basic issue” replied a user to the news update on Mercedes-Benz rolling out a revamped E-Class line

Page 6: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

UNDERSTANDING THE AUDIENCE

BRAND BUZZ BY GENDER BUZZ BY AGE

BMW

AUDI

MERCEDES-BENZ

69.6%

30.4%

67.0%

33.0%

22% 47%

16% 15%

13-20 21-30 31-40

40+

34% 24% 25%

17%

13-20 21-30 31-40

40+

20% 26% 25%

29%

13-20 21-30 31-40

40+

70.4%

29.6%

BMW AUDI MERCEDES-BENZ

United  States   United  States   United  States  

Russia   Indonesia   United  Kingdom  

Japan   United  Kingdom   Russia  

ANALYSIS OF BUZZ LOCATION: TOP 3 REGIONS

Most of the conversations about the Luxury car maker brands was from men in the age range of 13-30. Most of the conversations on these brands was from United States, Russia, Indonesia and United Kingdom

Source: Simplify360 Social Matrix, March 28 to July 18,2013!

Page 7: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

SOCIAL BUZZ ACROSS DIFFERENT REGIONS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BMW AUDI MERCEDES-BENZ

Source: Simplify360 Social Matrix, March 28 to July 18,2013!The regions are ordered in terms of their highest buzz share from left to right!

Page 8: Mercedes ahead of bmw and audi in social buzz

ANALYSIS ON SOCIAL MEDIA ENGAGEMENT BMW AUDI MERCEDES-BENZ

Page 9: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

BMW HAS GOOD FOLLOWING IN MOST OF THE PLATFORMS COMPARED TO ITS COMPETITORS BMW’S PRESENCE ON TWITTER LAGS MUCH BEHIND ITS COMPETITORS

BRAND NAME FACEBOOK TWITTER GOOGLE+ LINKEDIN YOUTUBE PINTEREST INSTAGRAM

BMW YES YES YES YES YES YES YES

AUDI YES YES YES YES YES YES YES

MERCEDES-BENZ YES YES YES YES YES YES YES

BRAND NAME FACEBOOK PAGE

FANS TWITTER

FOLLOWERS GOOGLE+ FOLLOWERS

LINKEDIN FOLLOWERS

YOUTUBE SUBSCRIBERS

PINTEREST FOLLOWERS

INSTAGRAM FOLLOWERS

BMW 14,025,909 46,182 3,698,041 110,110 240,554 48 397,044

AUDI 7,103,575 383,812 1,855,436 47,012 44,334 2,115 484,301

MERCEDES-BENZ 10,701,913  135,889 3,297,694 34,140 25,745 3,131 325,201

SOCIAL MEDIA PRESENCE OF LUXURY CAR MAKERS ON SOCIAL MEDIA PLATFORMS

ANALYSIS ON SOCIAL MEDIA POPULARITY OF LUXURY CAR MAKERS ON SOCIAL MEDIA PLATFORMS

Note: BMW USA Twitter profile is considered for analysis

Page 10: Mercedes ahead of bmw and audi in social buzz

FACEBOOK PAGE ENGAGEMENT ANALYSIS BMW AUDI MERCEDES-BENZ

Page 11: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

WHILE BMW LEADS IN TERMS OF FACEBOOK ACTIVITY COMPARED TO ITS COMPETITORS, IT LAGS BEHIND IN TERMS OF PERCENTAGE ENGAGEMENT WITH ITS FANS

BMW

AUDI

MERCEDES-BENZ

0

30,000

60,000

90,000

1,20,000

1,50,000

1,80,000

2,10,000

2,40,000

2,70,000

3,00,000

3,30,000

0 50,00,000 1,00,00,000 1,50,00,000

No.

of

peop

le ta

lkin

g

No. of Fans/Likes

OVERALL FACEBOOK PAGE ACTIVITY

DATA AS ON JULY 18, 2013

BMW clearly leads in terms of Facebook page activity followed by Mercedes-Benz and Audi. However, Its very important for a brand to engage with the its existing fans and to continue growing the current fan base. Having many fans with out engaging them might result in a decreasing Facebook engagement rate. 6% of fans were engaged on Mercedes-Benz Facebook page followed by 5% and 4% of fan engagement on Audi USA and BMW’s Facebook page respectively

BUBBLE SIZE REPRESENTS FACEBOOK ENGAGEMENT RATE PERCENTAGE

Page 12: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

FACEBOOK PAGE OF MERCEDES BENZ LEADS IN TERMS OF ENGAGEMENT COMPARED TO BMW

Source: Simplify360 Social Matrix, July 1 to July 15, 2013!

FACEBOOK PAGE ENGAGEMENT COMPARISION

Page 13: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

BMW HAS HIGH RESPONSE RATE PERCENTAGE COMPARED TO ITS COMPETITORS MERCEDES BENZ HAS MORE PERCENTAGE OF COMMENTS AND SHARES IN ITS OVERALL ACTIVITY

PERCENTAGE OF LIKES, SHARES AND COMMENTS

GENERAL RESPONSE RATE FOR USER POSTS

Source: Simplify360 Social Matrix, July 1 to July 15, 2013!

Page 14: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

AUDI HAS HIGHER AVERAGE NUMBER OF LIKES PER POST FOLLOWED BY BMW AND MERCEDES-BENZ

Source: Simplify360 Social Matrix, July 1 to July 15, 2013!

FAN PAGE ENGAGEMENT COMPARISON OVER TIME

AVERAGE RESPONSE PER POST

Page 15: Mercedes ahead of bmw and audi in social buzz

TWITTER PAGE ENGAGEMENT ANALYSIS BMW AUDI MERCEDES-BENZ

Page 16: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

AUDI DOMINATES IN TERMS OF TWITTER FOLLOWERS BMWUSA SHOULD CONDUCT SOME CONTESTS TO ENHANCE ITS TWITTER FOLLOWERS

Source: Simplify360 Social Matrix, July 9 to July 16, 2013!

FOLLOWERS TREND ON TWITTER

KLOUT SCORE

Page 17: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

TREND ON TWEETS SENT BY MERCEDES-BENZ AND AUDI IS ON THE RISE

TREND ON TWEETS SENT

Source: Simplify360 Social Matrix, July 9 to July 16, 2013!* Represents the total number of tweets sent by each brand till now"

STATUS COUNT*

Page 18: Mercedes ahead of bmw and audi in social buzz

ILLUSTRATIVE

WHO ARE THE PEOPLE MENTIONING AND RETWEETING?

GENDER DISTRIBUTION - PEOPLE RETWEETING

GENDER DISTRIBUTION - PEOPLE MENTIONING

Source: Simplify360 Social Matrix, July 9 to July 16, 2013!

Page 19: Mercedes ahead of bmw and audi in social buzz

APPENDIX About Simplify360

Page 20: Mercedes ahead of bmw and audi in social buzz

ABOUT SIMPLIFY360

 Simplify360, is a leading social business intelligence firm and is the world’s first integrated enterprise solutions provider; our latest offerings are Social Marketing Suite for agencies, Social Contact Center for BPOs and Social Command Center for Enterprises.

 We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis.

Page 21: Mercedes ahead of bmw and audi in social buzz

THANK YOU Simplify360 For more information about the product, contact us at: [email protected]   US: 512-539-0360 India: +91 80 40971130