A study by. CARS SoCiAl &media

Transcription

1 A study by CARS SoCiAl &media

2 2

3 why? The motor industry is particularly well represented on the Internet. The online communities related to this subject are very active and their audience is vast. The huge presence of all things car-related is also due to the fact that the Internet is often the primary source of information for would-be car buyers. It s not without good reason that the web is considered by media buyers to be the second most effective advertising medium after TV. A study by Microsoft Advertising and Ifop showed that 55% of car buyers preferred to use the Internet to do research before making a decision; and that in particular, they were looking for the opinions of current owners. Social media networks play a huge part in the information exchange between car owners. is made up of millions of sources that are constantly appearing and disappearing. It is what is going on. Over a period of several months, we have studied the representation of different brands of cars on social media networks in order to work out the distribution of share of voice the Frankfurt Motor Show, a key date in the Automotive industry calendar. Frédéric Montagnon Strategy Director, Ebuzzing. 3

4 Summary I. Brand share of voice in Europe 5 4

5 I. Brand share of voice in Europe This study is based on: EurOPE Fiat Audi Toyota u.k Toyota Nissan Audi Honda 5

6 6 Fiat Audi ITaLy Audi Nissan FraNCE

7 Audi Toyota Audi Toyota Nissan GErmaNy SPaIN Comparative analysis

8 (september 2011) Brands in Facebook Facebook Page Number of FaNs bmw FerrarI mercedes-benz PorscHe JeeP and not analysis of the level of engagement

9 1. caterham : Fans maybach : Fans

10 3. Hummer : Fans The Frankfurt motor show: the opportunity to communicate with fans and to capture their interest. 4. aston martin : Fans

11 5. bmw : Fans Ferrari : Fans

12 The photo is the thing that most encourages fans to participate. SuPPOrT Photo

13 III. Car and motor industry blogs The ebuzzing Labs Detect Follow Identify 1. Consistent performers The top 10 blogs have kept their top rankings for the past 6 months 2. The top 3 rising blogs places places + 15 places 3. The top 3 new entries for march may may Results taken from the ebuzzing blog ranking from the 01/01/2011 to the 31/08/2011.

14 IV. Testimonial: automotive Bloggers making an impression Driving spirit car buzz car buzz cool cars and girls getting motivated car buzz and cool cars and girlscar buzz Driving spirit using social media cool cars and girls Driving spirit cool cars and girls cool cars and girls

15 Driving spirit car buzz blog monetisation car buzz cool cars and girls Driving spirit Driving spirit car buzz cool cars and girls Driving spirit social Video cool cars and girls car buzz Driving spirit

16 cool cars and girls car buzz Driving spirit most interesting content for automotive blogs car buzz cool cars and girls Driving spirit cars of 2011 Car Buzz Cool Cars and Girls driving Spirit The mercedes [campaign using] Google I have been most impressed with Maps [was] quite clever. It involves users the recent Honda Civic campaign. The trying to help someone escape StreetView through an interactive video, so there s an element of competition and challenge in there, as well as the chance to win a brand new Mercedes. The Range Rover evoque, as the launch was very carefully and cleverly planned, with lots of anticipation built throughout the world for it. They did a number of teaser videos and gradual reveals months before it was launched, which created a huge buildup. Once it launched the product didn t let it down either, the bold styling and all-round quality meant it got a fantastic reception and has already won huge amounts of awards. Digital Art Competition Gallery. Not ever free to enter international digital art competition of its type, but also we re big fans of art and high performance cars...so all this combined into a boutique-hotelstyle centre was very innovative and eye-catching. innovative use of YouTube for the Follow Happy interactive game and the use of the Honda Experiment videos and website to encourage active participation by the viewer - it s a clever and subtle way of getting Honda s message across to potential buyers. Because it s not traditional salesmanship it also makes it easier to share on social media as there s some entertainment to be found, not just a blatant advertisement. In the hot hatch sector the source of A high percentage of our the biggest buzz has probably been the Ford Focus ST. Ford have been leaking details and content is based on concept design previewing concepts for a couple of years cars and none has attracted more now, as well as releasing videos about the attention than the Ferrari 612 development of the car. It s helped to build a level of anticipation amongst the hot hatch GTo. community and I m sure it will pay dividends when the car goes on sale next year.

17 V. Buzz : Frankfurt motor Show 1. The general buzz surrounding the Frankfurt motor show more than 70,000 publications Phase 1 Phase 1 Phase 2 teasers and announcements of new products that were set to be unveiled Examples of teaser publications

18 Phase 2 The peak of the publications 2. Distribution of buzz between different platforms Twitter clearly dominates in terms of the number of publications the many videos that were published have elicited a widespread response The online community react very well to this type of content and therefore share it widely

19 blogs and the media media blogs Examples of publications both on blogs and in the media

20 Spread of blogs by number of articles published Spread of media by number of articles published and and and Twitter /09/11 13/09/11 20/09/11 27/09/11 04/10/11 11/10/11 18/10/11 there were roughly 10 times more publications

21 INFLuENTIaL websites reach a wider audience and to increase the visibility of their publications. Audi Toyota Fiat

22 Focus on audi /08/11 02/09/11 04/09/11 06/09/11 08/09/11 10/09/11 12/09/11 14/09/11 16/09/11 18/09/11 20/09/11 22/09/11 24/09/11 26/09/11 28/09/11 30/09/11 02/10/11 04/10/11 06/10/11 08/10/11 10/10/11 12/10/11 Examples of publications about Audi during the Frankfurt Motor Show Artist s impression of the A2 concept car 22

23 they seem to take advantage of this type of event to really enforce their media presence. fans are there, waiting for new models to be announced, and even if they can t buy the car they can at least dream about owning one Focus on Jaguar on the 7th september, the brand registered an important peak due to more than 500 publications concerning the new c-x16 model. 0 01/09/11 03/09/11 05/09/11 07/09/11 09/09/11 11/09/11 13/09/11 15/09/11 17/09/11 19/09/11 21/09/11 23/09/11 25/09/11 27/09/11 29/09/11 01/10/11 03/10/11 05/10/11 07/10/11 09/10/11 11/10/11 13/10/11 Publications about the Jaguar c-x16 These publications appeared before the start of the Frankfurt motor show Videos and photos of this new model sparked a lot of discussion The fact that this event happened before the motor show had starting a real interaction with the online community 23

24 conclusion The discussions mainly took place on Twitter, which recorded 10 times more publications than blogs and media audi in particular contributed a lot to the buzz surrounding the Frankfurt motor show The more mass market car manufacturers like Ford or Volkswagen were also extremely well represented in the media Jaguar and Porsche which are not usually in the top 10 list of brands managed to step their game up during this period 24

25 about Ebuzzing is the Global Platform for Social Media Advertising. 25

26 26 VII. List of brands studied a Audi b c D F Fiat H Honda Hyundai I J k L m N Nissan o P r s T Toyota V