A study by
CARS SoCiAl mediA
&
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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
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why ?
Strategy Director, Ebuzzing.
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Summary I.
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Brand share of voice in Europe
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I. Brand share of voice in Europe This study is based on:
EurOPE Fiat
Audi
Toyota
u.K
Toyota Nissan Audi Honda
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FraNCE
Audi
Nissan
Fiat
ITaLy
Audi
6
GErmaNy Audi
Toyota
SPaIN
Audi Toyota Nissan
Comparative analysis
(september 2011)
Brands in Facebook Facebook Page
Number oF FaNs
bmW FerrarI merceDes-beNZ PorscHe JeeP
and not
analysis of the level of engagement
1. caterham :
132 26 Fans 7 000
2. maybach :
518 29 Fans 45 600
3. Hummer :
1 914 518 Fans 143 000
The Frankfurt motor show: the opportunity to communicate with fans and to capture their interest.
4. aston martin :
11 356 434 Fans 1 000 000
5. bmW :
32 477 1 435 Fans 6 700 000
6. Ferrari :
14 157 1 333 Fans 5 200 000
The photo is the thing that most encourages fans to participate.
SuPPOrT
Photo
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 1
6
2
7
3
8
4
9
5
10
2. The top 3 rising blogs
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+ 18 places
8
+ 11 places
9
+ 15 places
3. The top 3 new entries for 2011
24
march
34
may
35
may
Results taken from the ebuzzing blog ranking from the 01/01/2011 to the 31/08/2011.
IV. Testimonial: automotive Bloggers
making an impression Driving spirit
car buzz car buzz
cool cars and girls
getting motivated car buzz and car buzz
cool cars and girls Driving spirit
using social media cool cars and girls cool cars and girls
Driving spirit
cool cars and girls
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
car buzz
cool cars and girls
Driving spirit
most interesting content for automotive blogs car buzz
cool cars and girls
Driving spirit
cars of 2011
Cool Cars and Girls
‘‘ ‘‘ 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 The Range Rover evoque, as the launch combined into a boutique-hotelwas very carefully and cleverly planned, style centre was very innovative with lots of anticipation built throughout and eye-catching.
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‘‘ A high percentage of our content is based on concept design cars and none has attracted more attention than the Ferrari 612 GTo.
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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.
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I have been most impressed with the recent Honda Civic campaign. The 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.
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In the hot hatch sector the source of the biggest buzz has probably been the Ford Focus ST. Ford have been leaking details and previewing concepts for a couple of years now, as well as releasing videos about the development of the car. It’s helped to build a level of anticipation amongst the hot hatch community and I’m sure it will pay dividends when the car goes on sale next year.
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The mercedes [campaign using] Google Maps [was] quite clever. It involves users 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.
driving Spirit
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Car Buzz
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V. Buzz : Frankfurt motor Show
1. The general ‘buzz’ surrounding the Frankfurt motor show Phase 1
Phase 2
10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0
more than 70,000 publications Phase 1
Examples of ‘teaser’ publications
teasers and announcements of new products that were set to be unveiled
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
blogs and the media
media
blogs
Examples of publications both on blogs and in the media
Spread of blogs by number of articles published
Spread of media by number of articles published
and
and
and
Twitter 10000 8000 6000
there were roughly 10 times more publications
4000 2000 11 /1 0/ 18
10 /1 1 11 /
11 /1 0/ 04
11 /0 9/ 27
11 /0 9/ 20
11 /0 9/ 13
06
/0 9/
11
0
INFLuENTIaL wEBSITES
reach a wider audience and to increase the visibility of their publications.
Audi
Toyota Fiat
Artist’s impression of the A2 concept car
0
22 12/10/11
10/10/11
08/10/11
06/10/11
04/10/11
02/10/11
30/09/11
28/09/11
26/09/11
24/09/11
22/09/11
20/09/11
18/09/11
16/09/11
14/09/11
12/09/11
10/09/11
08/09/11
06/09/11
04/09/11
02/09/11
31/08/11
Examples of publications about Audi during the Frankfurt Motor Show
Focus on audi
700
600
500
400
300
200
100
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.
600 500 400 300 200
13/10/11
11/10/11
09/10/11
07/10/11
05/10/11
03/10/11
01/10/11
29/09/11
27/09/11
25/09/11
23/09/11
21/09/11
19/09/11
17/09/11
15/09/11
11/09/11
13/09/11
09/09/11
07/09/11
05/09/11
03/09/11
0
01/09/11
100
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 with the online community
starting a real interaction
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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
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aBOuT Ebuzzing is the Global Platform for Social Media Advertising.
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VII. List of brands studied a
m
Audi
b
N
Nissan
o c
P
r D s F Fiat
T
Toyota
H
Honda Hyundai
I J
k L
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V