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Mercedes ahead of bmw and audi in social buzz

Apr 21, 2017

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Automotive

  • 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

  • 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

    COMPETITIVE INTELLIGENCE OF BMW vCOMPETITIVE ANALYSIS OF BMW: SOCIAL MEDIA

    BUZZ SHARE OF BRANDS BUZZ TREND ANALYSIS DEMOGRAPHIC ANALYSIS

    vANALYSIS OF ENGAGEMENT: SOCIAL MEDIA CHANNEL ANALYTICS

    ANALYSIS OF SOCIAL MEDIA PRESENCE FACEBOOK ANALYTICS TWITTER ANALYTICS

    vRECOMMENDATIONS

    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

  • WHAT WEVE 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

  • ILLUSTRATIVE

    BUZZ SHARE OF BRANDS 34

    %

    31%

    35%

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

  • 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 BMWs 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

  • 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!

  • 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!

  • ANALYSIS ON SOCIAL MEDIA ENGAGEMENT BMW AUDI MERCEDES-BENZ

  • ILLUSTRATIVE

    BMW HAS GOOD FOLLOWING IN MOST OF THE PLATFORMS COMPARED TO ITS COMPETITORS BMWS 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

  • FACEBOOK PAGE ENGAGEMENT ANALYSIS BMW AUDI MERCEDES-BENZ

  • 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 BMWs Facebook page respectively

    BUBBLE SIZE REPRESENTS FACEBOOK ENGAGEMENT RATE PERCENTAGE

  • 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

  • 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!

  • 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

  • TWITTER PAGE ENGAGEMENT ANALYSIS BMW AUDI MERCEDES-BENZ

  • 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

  • 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*

  • 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!

  • APPENDIX About Simplify360

  • ABOUT SIMPLIFY360

    Simplify360, is a leading social business intelligence firm and is the worlds 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.

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

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