mercedes ahead of bmw and audi in social buzz
DESCRIPTION
To understand and analyze the social media awareness of BMW with respect to its competitors.TRANSCRIPT
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
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
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
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 “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
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 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
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 BMW’s 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
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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.
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