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www.theonlinecircle.com
Monitoring ReportAugust 2013
Mercedes-Benz Australia
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Key Stories: 8,084 total mentions
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22-24 August: Ongoing commentary following the official release of specifications for the S500 Plug-in Hybrid resulted in an increase to volume after August 22. http://bit.ly/1dRcZ0e
25 August: An unauthorised, satirical ad online showing a Mercedes-Benz C-Class hitting a young Adolf Hitler with the aid of it’s early danger detection feature has generated significant buzz online that resulted in this spike in mentions. http://bit.ly/14kWiGt
28 August: The launch of the new A45 AMG in Australia was responsible for this peak in activity. http://bit.ly/19jWFiw
30 August: The Mercedes-Benz Fashion Festival in Brisbane which culminated on August 30, also created significant buzz online. http://bit.ly/17PT52w
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Mercedes-Benz Australia: Media Split*
81.5%
7.7%
5.9%4.1%
0.6% 0.2%TWITTER Mainstream Media
Other Generic Blogs
YouTube Forums
Top 10 Mainstream Media Sites•smh.drive.com.au•theage.drive.com.au• www.baysidebulletin.com.au• www.australiannews.net• www.news.com.au• www.gladstoneobserver.com.au• www.themorningbulletin.com.au• www.sunshinecoastdaily.com.au• www.mydailynews.com.au• www.sbs.com.au
Top 10 Blogs • www.caradvice.com.au• www.carsguide.com.au • www.gizmodo.com.au • www.behindthewheel.com.au• www.empireave.com• www.mydrivemedia.com.au• www.ozroamer.com.au• www.breaknecknews.com • www.carshowroom.com.au• www.autotalk.com.au
Top Forums • www.ls1.com.au
* Based on 1,569 scored mentions.
• Blogs : The majority of blog mentions came from car specific sites, however technology blog, Gizmodo was also indentified on several occasions. Discussion of Mercedes-Benz features on a tech blog is evidence of their high reputation for innovation and technology. http://bit.ly/1dR6BGy
• Forums : There remained few mentions generated from forums this month, with the only active platform identified on Is1.com.au. The thread is entitled, ‘AMG’s new mini weapon…A45’. http://bit.ly/19jQlYk
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Mercedes-Benz Australia: Tone
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Average score: +10.6 (+1.1vs. July) Positivity rate: 96% (+5% vs. July)
3 August: News that the Western Australian State government would launch legal action against Mercedes-Benz over gas bus fires resulted in this drop in sentiment. http://bit.ly/1dRg7t1
14 August: Positive public reaction towards the leaked images of the new Mercedes-Benz GLA helped to drive up the sentiment score on this day. http://bit.ly/1fAkdBn
20 August: The circulation of a positive review for the E-Class Coupe and Cabriolet across various regional online papers ensured this lift in sentiment score. http://bit.ly/1dIg1Tx
23 August: Positive reactions from the Mercedes-Benz Fashion Festival in Sydney as well as considerable interest in the comparison between the Australian built HSV GTS and the Mercedes-Benz E63 AMG helped to drive up sentiment score. http://bit.ly/14ZXTQu & http://bit.ly/160gThw
24 August: Mercede-Benz’s recall of Mitsubishi Fuso Euro 5 Heavy FP54 Trucks resulted in this dip in sentiment score. http://bit.ly/14l0kyB
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Mercedes-Benz Australia: Models
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25 20 19 9 6 1
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14.0 13.111.9 11.5 11.1
10.4 10.3 10.19.5 9.4
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SUV’sMercedes-Benz’s range of Sports Utility Vehicles were the most prolifically discussed for the month. Below are some of the topics that generated conversation:
• Mercedes-Benz release official pictures and details of the new GLA. http://bit.ly/160jtEh
• GLA sketches teased on Facebook ahead of official release. http://bit.ly/17FFsPD
• Mercedes-Benz unveil ‘teeny SUV made for urban driving’. http://bit.ly/15AgUeR
•E-Class Family: E, CLS-Class; CLA-Class •S-Class Family: S,SL,CL,SLS; •SUV: G, GL, M, R-Class; •Vans: Vito, Viano, Sprinter, Valente
•Widespread positive public reaction to the launch of the new A45 AMG in Australia ensured that the model was well represented in terms of both volume and sentiment. http://bit.ly/18Enwnm
• Usually the most talked about range of models with in the Mercedes-Benz fleet, the S-Class experienced a minor drop in mentions for the month of August.
•Leaked design sketches for the Mercedes-Benz Viano ensured that vans despite relatively low volume for the month, vans produced the highest average sentiment score (+13.1). http://bit.ly/15wa1Fx
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Mercedes-Benz Australia vs. Competitors
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0100200300400500600700
Visibility*
Mercedes-Benz BMW Audi
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Brand Volume of mentions
Mercedes-Benz 5,423
BMW 5,163
Audi 4,062
Brand Score
Mercedes-Benz 10.6 (+1.1)
BMW 8.6 (+0.2)
Audi 10.1 (+1.5)
8 August: Mentions regarding the BMWi8 and the 4 series are responsible for this peak in sentiment. http://bit.ly/1egxbqf & http://bit.ly/15wi3hz
30 August: Spy shots of the Audi S3 Cabriolet ensured this spike in sentiment. http://bit.ly/14sgzob
*The volume of terms “Mercedes”/”Merc”/”Mercedes-Benz” mentioned online vs. “Audi” and “BMW”
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Mercedes-Benz Australia: insights
• MB keeps eye on the future with potential incorporation of Google Glass technology.
• Public reaction to leaked Viano sketches.
• The battle of innovation
• Excitement builds for Mercedes-Benz Fashion Week
• Aggressively priced A-Class widens gap between Mercedes-Benz and BMW
Please login to Online 1984 to see the relevant social media mentions these insights are based on: http://live.online1984.com/user
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Yoni Kozminski Account Managerp: +61 3 9696 9176e: [email protected] 2, 83 Palmerston Cres, South Melbourne, VIC 3205
Report developed by:Raisa TsemelDigital Intelligence Analyst p: +61 3 9696 9176 e: [email protected] 2, 83 Palmerston Cres, South Melbourne, VIC 3205
Josh DorevitchJunior Analystp: +61 3 9696 9176 e: [email protected] 2, 83 Palmerston Cres, South Melbourne, VIC 3205
Further Information:
