Car Industry on FacebookAnalysis of Five Popular Car Brands for the period April 2012-March
2013
2
Industry Sample
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.
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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
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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.
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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.
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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:
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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
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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?
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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…
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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.
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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.
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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
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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!
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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).
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Key Takeaway
An image is worth a thousand words…
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Key Takeaway
Think Out of the Box!
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