L2 Digital IQ Index: Auto (2010) by L2

™

Ranking the digital competence of automobile brands SCOTT GALLOWAY NYU STERN

JANUARY 2010

January 29, 2010 NYU Stern REGISTER NOW at socialgraph.eventbrite.com Capacity is limited, so please register early

JOIN THE CONVERSATION AGENDA: 8:15

REGISTRATION & BREAKFAST

9:00 MODULE 1: THE BIG PICTURE 10:30 (break) 11:00 MODULE 2: PLATFORMS & TECHNOLOGY 12:30 (Lunch) 1:45 3:30

MODULE 3: BEST PRACTICES

4:00 5:15

MODULE 4: PRESTIGE CASE STUDIES

Academics and industry professionals highlight the opportunities, challenges, and underpinnings of social media programs in the prestige industry in L2’s one-day, intensive clinic for executives and managers: • The Shift (Why this demands a new culture and way of viewing marketing) • The Tools: Facebook, Twitter, SEO, Blogs (How they work—independently and together)

(Vosges chocolate tasting)

• Measuring Success (From followers and friends to financial and non-financial impact)

(Snooth wine & cheese tasting)

• Best Practices & Case Studies (What prestige brands are doing well and why)

FACULTY SCOTT GALLOWAY Founder | L2 (LuxuryLab)

TOM PHILLIPS CEO | Media6

FABIO FREYRE RVP | Facebook

Clinical Associate Professor of Marketing | NYU Stern

DAVID TOKHEIM GM & EVP | Six Apart Media Blogs

OREN MICHAELS CEO | Mashery

ERIK QUALMAN Author | Socialnomics

CARNET WILLIAMS CEO | Sprout

MAUREEN MULLEN Lead Researcher | L2 (LuxuryLab)

AUREN HOFFMAN CEO | Rapleaf

GREG SHOVE CEO | Halogen

New speakers are being confirmed daily. Visit socialgraph.eventbrite.com for updates.

INTRODUCTION

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

II.

METHODOLOGY

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

III.

RESULTS the rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

IV.

DISCOVERIES

FINDINGS

VI.

TEAM

VII.

OBSERVATIONS by brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

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VALUE BRANDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ford . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Scion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Toyota . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nissan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Honda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mazda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Kia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Hyundai . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . GMC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Smart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mitsubishi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pontiac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Suzuki . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

23 24 27 30 33 36 39 42 45 48 51 54 57 60

PREMIUM ENTRY LEVEL BRANDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Volkswagen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Jeep . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Chevrolet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Chrysler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Dodge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Subaru . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mercury . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

62 63 66 69 72 75 78 81 84

PREMIUM BRANDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 Volvo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88 Infiniti . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Acura . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94 Buick . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Saab . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100 Lincoln . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Hummer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106 LUXURY BRANDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Audi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . BMW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mercedes-Benz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Lexus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Porsche . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cadillac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Jaguar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Land Rover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Tesla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Lotus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

109 110 113 116 119 122 125 128 130 132 135

ULTRA-LUXURY BRANDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ferrari . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Bentley . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Aston Martin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Maserati . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Rolls-Royce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Lamborghini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

138 139 142 145 148 151 154

ÂŠ L2 2010

INTRODUCTION No One Is Immune Although no industry is immune to the economic crisis, the auto sector has been especially hard hit. The fact that recessions always end is cold comfort for many auto companies because economic downturns can catalyze a reconfiguration of consumer preferences. Most were caught flat-footed and are finding that doing what they’ve always done will no longer get them what they’ve traditionally gotten. American automakers may be experiencing the greatest pain under the harsh light of the recession. Archaic management practices, labor constraints, slow innovation cycles, and uninspired marketing have caused them to cede share to more deft foreign competitors. However, with new-vehicle sales down 21 percent year-on-year, everyone has reason to worry. Even mighty Toyota is experiencing pain. Much of the industry has matched the reliability of its cars, rendering Toyota models just, well, boring.

A Crisis Is a Terrible Thing to Waste Hard times breed innovation and opportunity. In the auto industry this means disparate wagers on hybrids, electric cars, and changes to the supply chain. One area of innovation nearly all auto companies are embracing is digital. There is fruit to be reaped, but a long road ahead. Most auto sites rely on standard navigation architecture and sales funnels riddled with roadblocks, especially in the pass-off from parent site to dealership. Digital marketing efforts are often a tail-wags-dog process as decreasingly effective broadcast media strategies reign supreme in the board rooms filled with old men who watch TV in real time and have never been on Facebook. Some automakers, however, recognize that tomorrow’s buyer doesn’t visit dealerships on weekends

much less endure the industry’s weapon of choice, the commercial. The German brands, Audi, BMW, and Mercedes, have been especially deft on the Web: taking risks, innovating, and outselling languid competitors with a strategy that couples a stronger digital footprint and fewer dealerships.

L2 Digital IQ = Shareholder Value Our thesis is that digital aptitude will be the defining competence that separates winners from losers in the industry. Key to managing and developing competence is an actionable metric. This study attempts to quantify the U.S. digital competence of the world’s top 44 automobile brands and rank them by Digital IQ. Our aim is to provide a robust tool to diagnose digital strengths and weaknesses and help automakers achieve greater return on incremental investment. Most exciting, the data from our study demonstrates a significant correlation between Digital IQ and year-on year-sales revealing what may be a forward-looking indicator of sales by brand for the industry.

Similar to the medium we are assessing, our methodology is dynamic, and we hope you will reach out to us with comments that improve our approach, investigation and findings. You can reach me at scott@stern.nyu.edu.

Scott Galloway Clinical Associate Professor, NYU Stern Founder, L2 (LuxuryLab)

INTRODUCTION

METHODOLOGY PLATFORM - 40% Website Effectiveness: Half the score reflects reinforcement of core brand associations and values through aesthetics and content. The remaining half is based on technical elements, including use of technology, navigability, and the commerce funnel.

• BRAND TRANSLATION • Aesthetics • Messaging & Interactivity • TECHNICAL SITE ELEMENTS • Technology Integration • User Interface/Customer Service • Configurator • Dealer Interface

OFF-PLATFORM MESSAGING - 25% Digital Marketing Efforts: Online advertising, microsites, mobile initiatives, e-mail marketing, and other messaging.

• • •

ONLINE ADVERTISING AND INNOVATION MOBILE (Compatibility, Advertising and Applications) E-MAIL MARKETING

• • • •

FACEBOOK TWITTER YOUTUBE USER-GENERATED CONTENT

SOCIAL MEDIA - 20% Social Media Presence: Following, content, and influence on major social media platforms, as well as buzz on blogs and other 2.0 forums.

SEARCH ENGINE OPTIMIZATION (SEO) - 15% Visibility: On popular search engines.

• TRAFFIC • KEYWORD VISIBILITY (Organic & Paid Search) • WEB AUTHORITY

METHODOLOGY

RESULTS The Digital IQ Index ranks brands according to their digital competence, parsing each into one of five categories: 140+ GENIUS Digital competence is a competitive advantage for these brands. Their sites are search optimized, aesthetically engaging, functional, and interactive. They are experimenting and engage users on the edge of the network through compelling digital and mobile advertising and social media content. Automaker views the dealership site as integral to the brand Web experience.

110-140 GIFTED Sites are crawlable, brand enhancing, and strong commerce channels. Brands are typically present on all major social media channels and have a history of adept multichannel digital campaigns.

90-110 AVERAGE These brands have functional but predictable sites. Innovation efforts are uninspired and lack ambition. Boilerplate Web marketing.

70-90 CHALLENGED These brands poorly integrate the purchase and product experience. Engagement is limited to Web property, and digital campaigns are an afterthought.

<70 FEEBLE Brands have largely ignored the digital phenomenon. Sites lack basic functionality and navigability, and brands disregard online advertising and social media.

ÂŠ L2 2010

RESULTS: the rankings

AUTOMOBILE BRANDS RANKED BY DIGITAL IQ SCORE Overall Rank

Brand

Price Point Category

Category Rank

Overall IQ

Audi

Luxury

157

Genius

Digital Einstein maintains consistent brand messaging across every online channel

BMW

Luxury

142

Genius

Great social media, commerce-orientation, and microsite branding

Mercedes-Benz

Luxury

140

Genius

Mbrace mobile platform is among the most innovative

Volkswagen

Premium Entry-Level

138

Gifted

Unique dealer-centric site architecture and strong social media following

Ford

Value

133

Gifted

Best-in-class configurator interfaces seamlessly with dealer inventory; tremendous social media efforts

Scion

Value

133

Gifted

Poster-child Gen Y brand understands online innovation

Toyota

Value

132

Gifted

Site traffic and innovative social media help brand overcome poor site aesthetics

Ferrari

Ultra-Luxury

128

Gifted

Ultra-Luxury's champion; great interactive site content and community-building

Jeep

Premium Entry-Level

128

Gifted

Pulls ahead of Chrysler cohorts with spirited messaging and interactivity

Lexus

Luxury

128

Gifted

Top-notch customer service and exceptional online branding for hybrid launch

Mini

Premium Entry-Level

128

Gifted

Among the most playful on the Web; site delights

Nissan

Value

127

Gifted

Standard issue across the board, but delivers on commerceorientation

Chevrolet

Premium Entry-Level

124

Gifted

Leads in SEO, great traffic and visibility, but where is the brand heritage?

Porsche

Luxury

119

Gifted

Passion for brand translates to greatest Facebook fan following

Cadillac

Luxury

117

Gifted

Generic GM configurator and off-site after-sales service hurt this luxury player

Honda

Value

117

Gifted

Social media maven: â&#x20AC;&#x2DC;Everyone Knows Someone Who Loves a Honda' campaign is inspired and fun

Volvo

Premium

117

Gifted

Twilight promotions have boosted social media efforts and online brand buzz

Mazda

Value

109

Average

Seamless incorporation of dealer sites; actually socializes on social media sites

Infiniti

Premium

109

Average

Brand seal of approval endorses dealers demonstrating top online service

Acura

Premium

108

Average

Functional and clean presentation but lacks innovation

Buick

Premium

108

Average

Best brand translation among GM divisions. Used Twitter feedback to reexamine SUV launch.

Chrysler

Premium Entry-Level

101

Average

Chrysler brands leverage standard, purchase-oriented site template

Dodge

Premium Entry-Level

100

Average

Comes in just behind sister brand Chrysler. Surprising? Probably not.

Kia

Value

100

Average

Momentum microsite and social media campaign generate significant traffic

Hyundai

Value

Average

Great traffic and SEO, but site lacks commerce orientation essential to value positioning

Jaguar

Luxury

Average

Site navigation is feeble, but points for strong social media and mobile advertising

Land Rover

Luxury

Average

Strong site, but anemic social media following

Subaru

Premium Entry-Level

Average

My Subaru owner testimonials provide authentic customer voice on site

GMC

Value

Average

Site is GM standard-issue, but brand lags behind siblings in social media presence

Saab

Premium

Average

Struggling brand also fails to translate on the Web; Change Perspectives microsite is a bright spot

ÂŠ L2 2010

Class Description

RESULTS: the rankings

Overall Rank

Brand

Price Point Category

Smart

Value

Lincoln

Premium

Mitsubishi

Value

Mercury

Category Rank

Overall IQ

Class Description

81 Challenged

Takes leaps with social networking site, but fails to deliver on the easy stuff

80 Challenged

Another luxury brand damaged by parent: Web aesthetics donâ&#x20AC;&#x2122;t deliver on brand promise

76 Challenged

Social media is a lifesaver for otherwise drowning Mitsubishi

Premium Entry-Level

75 Challenged

Minimal social media presence damages this Ford brand's IQ

Bentley

Ultra-Luxury

72 Challenged

Stunning site, but invisible on the edge of the network

Hummer

Premium

71 Challenged

Add poor digital aptitude to the growing list of brand afflictions

Pontiac

Value

71 Challenged

GM's dying brand suffers from limited Web resources and poor branding

Aston Martin

Ultra-Luxury

Feeble

Configurator may be the worst out there, requires 10 minutes to install software plug-in

Maserati

Ultra-Luxury

Feeble

User-generated content is highlight on site, but brand gets dinged for poor traffic and SEO

Rolls-Royce

Ultra-Luxury

Feeble

Gorgeous site; not much else

Suzuki

Value

Feeble

Site disappoints; brand has largely ignored social media

Tesla

Luxury

Feeble

Auto's newest entrant gets good traffic, however Investororiented site is text heavy and lacks product focus

Lotus

Luxury

Feeble

Poorly organized, haphazard site hinders a brand built on design aesthetic

Lamborghini

Ultra-Luxury

Feeble

Site is a navigational nightmare, takes four mouse clicks to see a Lamborghini

CATEGORY SAVANTS: DIGITAL IQ AWARDS BY PRICE POINT In addition to overall IQ rankings, some brands deserve recognition for leading digital efforts in their competitive category.

ÂŠ L2 2010

Price Point Category

Brand

Digital IQ

Category Rank

Overall Rank

Value

Ford

133

Value

Scion

133

Premium Entry-Level

Volkswagen

138

Premium Entry-Level

Jeep

128

Premium Entry-Level

Mini

128

Luxury

Audi

158

Luxury

BMW

142

Ultra-Luxury

Ferrari

128

RESULTS: the rankings

DISCOVERIES Digital IQ = Higher Sales Data shows that Digital IQ has a .48 correlation to 2009 new-vehicle sales growth. Brands with high Digital IQs have better weathered difficult market conditions. On average, brands ranked “Gifted” and above demonstrate a six percentage-point advantage in new-vehicle sales growth versus brands ranked “Average” and below. Brands categorized as “Challenged” or “Feeble” saw sales declines 12 percent greater than average.

RUSS WINER

Marketing Department Chairman NYU Stern

“A preliminary analysis of the relationship between Digital IQ and year-to-year change in sales across the 44 brands shows the significant and positive impact of Digital IQ. A 10-point increase in Digital IQ equates to a 3 percent increase in sales for the 44 brands.”

2009 NEW-VEHICLE SALES GROWTH

DIGITAL IQ & 2009 NEW-VEHICLE SALES GROWTH

DIGITAL IQ

DISCOVERIES

Digital Tipping Point

Mighty Microsites

New-vehicle sales have declined 21 percent1; however, traffic to U.S. branded auto sites has increased 46 percent. Although the core business of automakers is declining, the importance of online efforts is increasing, suggesting a fundamental shift in the way consumers interact with brands.

More than half of automakers use microsites to supplement brand-level advertising campaigns, augment new vehicle launches, or house online promotions. Many of these microsites generate up to 45 percent of upstream referral traffic directly from social media platforms, highlighting the important— and growing—role of these platforms.

1 MotorIntelligence: U.S. Light Vehicle Retail Sales, December 2009

SITE TRAFFIC GROWTH vs. 2009 NEW VEHICLE SALES by Auto Conglomerate 60% 50% 40% 30% 20% 10% 0% -10% -20% -30% -40% -50% -60%

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Annual Site Traffic Growth 2009 New-Vehicle Sales Growth

Social Media Explosion

German Giants

Most brands are present on major social media platforms. From October to November 2009, brand fans, followers, and subscribers on Facebook, Twitter, and YouTube grew 71, 69, and 17 percent, respectively. Captive audience growth is astounding, but auto brands largely underutilize social media. Only 30 percent of the brands on Twitter retweet or converse with users, and many automakers restrict their Facebook wall to brand posts, outing their misunderstanding of social media’s underpinnings.

The top four brands and all three “Geniuses” are headquartered in Germany. These brands— Audi, BMW, Mercedes-Benz, and Volkswagen— understand the importance of multi-channel digital marketing and have made remarkable innovation leaps online without compromising commerce-orientation or brand promise.

DISCOVERIES

American Ingenuity (Lack of) Of the 14 American brands evaluated, only two, Ford and Jeep, scored in the top 10. U.S. brands were penalized for leveraging economies of scale to a fault. The Big Three—GM, Ford and Chrysler—all deploy a corporate site template, consolidated cus-

tomer service tools, and, in some cases, shared social media across brands. Although standardized sites score points for user-friendliness and commerce-orientation, digital homogeneity also results in massive brand erosion.

SIMILARITY ACROSS GM PLATFORMS

DISCOVERIES

FINDINGS Platform A brand’s site serves as the foundation of its digital presence. Automaker sites must balance the demands of enhancing brand and motivating purchases. Among brands there is considerable standardization across user interface and navigation platforms. In particular, American automakers General Motors and Ford utilize the same navigation template across each of their brands’ sites. In some cases, economies of scale pay dividends, notably Ford’s configurator with its dynamic local inventory display, and GM’s e-chat customer service. But homogeneity across platforms can also be damaging, eliciting the question consumers have been asking for a while: “Is a Cadillac merely a blinged-up Chevy?”

EXTERNAL CONTENT on Branded Auto Sites

46%

External Awards, Accolades, & Reviews User-Generated Content 0

10%

• 93% of brand sites feature an automobile configurator. Lamborghini, Tesla, and Rolls-Royce are the only brands without a build-your-own feature. • Only 61% of configurators capture a customer’s prefer ences and can forward them to a dealership or another purchase channel.

Brand Consistency: • Approximately half of brands maintain a consistent look, feel and site architecture across dealership sites.

Comparison Shopping: • 59% of brand sites incorporate a feature to compare their models with those of key competitors (typically powered by Polk or Chrome).

User-Generated & Externally Created Content:

• 46% of sites include external awards, accolades, and reviews from organizations including J.D. Power and Associates and Kelley Blue Book. • 36% of sites exclude externally-created content.

18% 20%

Automobile Configurators:

• Only 18% of sites incorporate user reviews or user generated content.

36%

No External Content

QUICK STATS:

Navigation: 30%

40%

50%

• 36% of sites require at least one additional click from the landing page to reach the home page.

FINDINGS

BUILDING BRAND vs. COORDINATING PURCHASE Where Select Brands Fall Purchase Power

COMMERCE ORIENTATION

Balancing Demands

Falling Flat

Beautiful Brochure-ware BRAND TRANSLATION

FINDINGS

Off-Platform Messaging Automotive advertising spending was down 31 percent year-on-year in the first half of 2009, and almost every brand has fewer marketing dollars. Constricted budgets have a dichotomous effect. Some automakers have scaled back new media spending to preserve their traditional advertising presence. Other brands have turned to the Web seeking cheaper earned media. A feature common to integrated digital campaigns is a dedicated microsite. Microsite content ranges from the brand-building, artistic videos on BMW’s “Expression of Joy” to the specialized configurator and commercial on the Kia Soul site. Although intent varies throughout microsites, patterns emerge. First, microsites that feature contests or giveaways tend to attract the most traffic. Second, the top upstream referral sites are often social media platforms. In some cases, more than 40 percent of microsite traffic came directly from Facebook, YouTube, or Twitter. Other components of off-platform messaging are mobile compatibility and messaging, digital advertising, and e-mail.

20%

• An additional 36% of brands have sites that load on a mobile phone but do not offer enhanced mobile functionality. • 23% of brand sites do not load on a mobile device. •

36% of auto brands have created a brand-sponsored iPhone application. (Included in this count are the seven current and former GM brands that are included in the “GM Mobile” iPhone app).

• Many dealerships maintain independent iPhone apps, which are typically focused on inventory and promotions.

E-mail: • 84% of brands offer e-mail list subscriptions on their site. • Of the brands with opt-in e-mail lists, only 40% encourage users to input demographic information when signing up.

Microsites: •

32%

53% of brands use a microsite or minisite with a dedicated URL to highlight innovative content, new vehicle launches, current marketing campaigns, and promotion activity.

41%

Dedicated Mobile Site 10%

• 41% of auto brands have dedicated mobile sites.

• 25% of sites offer RSS feed subscriptions; feeds are typically plagued by small subscription bases.

23%

Site Loads on Smart Phone

Mobile:

RSS:

MOBILE COMPATIBILITY of Branded Auto Sites Site Fails to Load

QUICK STATS:

30%

40%

50%

UPSTREAM TRAFFIC: Selected Microsites Brand

% of Referral Traffic

Microsite

% of Referral Traffic

Cadillac

CTVS Challenge

google.com

26.31%

jalopnik.com

21.14%

facebook.com

10.51%

Ford

The Ford Story

fordvehicles.com

19.13%

facebook.com

17.58%

ford.com

12.54%

Kia

Kia Soul Collective

twitter.com

20.76%

myspace.com

11.84%

facebook.com

8.34%

Scion

Scion A/V

scion.com

33.33%

facebook.com

27.38%

google.com

22.22%

youtube.com

25.08%

facebook.com

19.72%

google.com

15.47%

Volkswagen The Fun Theory

DISCOVERIES: key findings

Social Media Fans, followers, and subscribers are flocking to brand-affiliated accounts on social media platforms. In addition, “unofficial” social media accounts and independent 2.0 sites continue to be popular forums for consumers to research, discuss, and voice concerns about auto brands. To effectively use this fast-growing medium, brands need to listen to users and experiment with ways to communicate effectively.

Facebook:

QUICK STATS:

The world’s most popular social networking site has significant traction in the auto industry. Iconic luxury brands Ferrari and Porsche boast top fan counts, and mainstream brands, including Volkswagen, Honda, Toyota, and Ford, have generated significant followings by offering authentic, innovative content. Many brands have developed interactive applications, for example VW’s popular “Meet the Volkswagens” app, which analyzes a user’s profile and determines what model they resemble.

Facebook: • 73% of brands maintain at least one Facebook page. •

Branded auto Facebook pages posted average monthly fan growth of 71% from October to November 2009.

However, as Facebook has become less application-friendly, automakers have found alternative ways to interact with fans. In early December 2009, Audi and Infiniti gave fans a sneak peek of new model launches with live video feeds. Audi also used the platform to solicit user input for the design of its new concept car. Value manufacturers, Ford and Honda use the forum as an additional branded platform to display vehicles and connect advocates.

FACEBOOK FAN COUNT: Top 15 Brands 800,000

FACEBOOK FANS

700,000 600,000 500,000 400,000 300,000 200,000 100,000 0

rar

Fer

Por

e sch

W BM

n di Au age sw k l Vo

nda Ho

z in ac art Ben dill es Ca nM d o e t rc As Me

p Jee

uar Jag

Toy

ota

ati ser Ma

d For

us Lex

DISCOVERIES: key findings

YouTube: YouTube has tremendous popularity in the auto industry and is a significant source of upstream and downstream traffic from brand sites. Brands use the platform to showcase celebrated TV ads, behind-the-scenes racing footage, design features, and user-generated videos. Brand-building viral videos such as Volkswagen’s “The Fun Theory” have received more than one million views. As with Facebook, successful brands, such as Ferrari, use YouTube as an additional branded platform and customize channels with brand look and feel, provide links to microsites, and interface with other social media channels.

QUICK STATS: YouTube: • 70% of brands have a YouTube channel. • The average branded YouTube channel has 94 videos.

YOUTUBE SUBSCRIPTION BASE: Top 15 Brands 14,000

SUBSCRIBERS

12,000 10,000 8,000 6,000 4,000 2,000 0

i rar Fer

nda Ho

W BM

e enz sch sB e d rce Me

Por

d For

Vol

ry Ch

r sle

p Jee

i Min

a dill Ca

di Au

ota Toy

dge Do

u bar Su

DISCOVERIES: key findings

Twitter: Although 68 percent of auto brands maintain a Twitter account, only 30 percent engage Twitter users in conversation. At a basic level, Twitter is both a customer service tool and a means to monitor and respond to user feedback. Non-brand affiliate, Dan Vaden Automotive, has amassed thousands of followers with more than 20 brand accounts, including VWWarranty and BuickWarranty, that retweet owner complaints and service issues.

QUICK STATS: Twitter: •

60% of brands have a Twitter account, but only 30% of those brands retweet and converse with users.

• Branded tweeters average 15 tweets per week. •

Branded auto Twitter accounts posted average monthly follower growth of 69% from October to November 2009.

Twitter is also personality-driven. Celebrities are the rage and can quickly acquire hundreds of thousands of followers, but brands don’t need to employ Paris Hilton to amass a following. In general, Twitter handles that identify who’s tweeting—even a brand PR rep—get better traction than news feeds. Honda’s “Alicia_at_Honda” account, which features a communications supervisor tweeting about Honda news and online media, has garnered six times more than the followers as the generic “Honda” account with PR feeds. Chrysler and GM also identify individuals who tweet on the brand’s behalf.

DISCOVERIES: key findings

BEST IN TWEET: Automobile Brands With the Most Twitter Followers Tweet Rank

Brand

Twitter Account

# of Followers

Avg. Tweets per Observations Week

Ford

18,910

52.3

GMblogs

11,594

Toyota

11,390

All links to Toyota and no conversations to all Toyota-manufactured (Lexus, Scion, etc.) content

Honda

Alicia_at_Honda

6,001

Alicia Jones, communications supervisor at Honda, tweets about the brand and digital media

Ford

FordDriveGreen

5,269

2.3

Tweets about Ford’s commitment to sustainability and fuel-efficient, affordable vehicles

Ford

FordFiesta

5,130

18.8

Scion

scion

3,587

4.5

Chrysler

3,327

17.8

Ed Garsten and Scott Anderson present official Chrysler Twitter page— news, links to brand social media, retweets, and conversation

cbarger

2,971

54.3

Conversational content from Christopher Barger, director of GM Global Social Media

News and conversation about the Ford brand, fed into myfordstory.com site Interactive tweeting featuring celebrity content (Ian Ziering, Chevy fuel cell owner) and retweets from users and other GM twitterers

Feeds Fiesta agent tweets about missions Links to Scion news/lifestyle posts

BEST IN TWEET: Top Non-Affiliated Twitter Accounts

Twitter Account

# of Followers

NewJerseyNissan

16,848

Observations Tweets about inventory, offers and promotions

richmondford

9,005

Richmond, Virginia, Ford dealership tweets news, offers, events, sponsorships, and information on dealership social media activity

BMWSauberF1Team

8,770

Official team tweets; also significant following (4,134) for BMWNewz

My_Ferrari

5,822

A man in Salt Lake City tweets to solicit donations to help him buy a Ferrari

LosAngelesHonda

5,408

Los Angeles Honda dealership tweets about Honda news and links

ToyotaFanClub

2,602

Links to Toyota content

vovloofthetriad

2,257

North Carolina Volvo dealer tweets links to brand news and features

landyzone

2,183

Land Rover news, links, conversation from independent blog landyzone.co.uk

barnabemazda

2,120

Quebec Mazda dealership tweets inventory

HyundaiAtlanta

2,077

Conyers, Georgia, dealership tweets about Hyundai news

89c4

2,047

Tweets from writer of Kansas City-based 89c4 blog by a driver of an ‘89 Porsche

Bentley_cars

1,874

Specializing in Bentley car hire

VWWarranty

1,854

Dan Vaden Automotive scours Web for VW-related links reposts with warranty, recalls, and news

jeepWorld

1,698

E-commerce merchant of Jeep accessories; tweets Jeep news

lexusnews

1,623

News links, and press on Lexus from independent blog lexusenthusiast.com

DISCOVERIES: key findings

Search Engine Optimization FINDINGS Auto search campaigns must balance the competing demands of directing search traffic to the brand and dealership sites. Well-performing automakers develop strategies that send consumers to the appropriate site according to their stage in the purchase cycle.

QUICK STATS: Traffic: • Although 2009 new-vehicle U.S. sales are down 21%, traffic to auto brand sites has increased 46% year-on-year.

Search-optimized sites focus on broad search terms to capture generic brand and model searches common early in the purchase cycle. Brands must also coordinate SEO efforts with dealership sites for more specific longtail searches as consumers move down path toward purchase and search with finer criteria. Strong online inventory management systems on dealership sites are essential to support long-tail search traffic.

Paid Search:

As a result of tremendous growth on Facebook, YouTube, and Twitter, SEO strategies are becoming increasingly important in directing search traffic. These sites were among the top five referral sites for 73 percent of brands.

• Google page rank of U.S. auto sites averages 6.4.

• Approximately 65% of auto brands are using Google paid search to direct traffic to their sites, and 56% of use Bing.

Inbound Links: • Branded auto sites boast an average of approximately 1,700 inbound links.

Page Rank: Upstream Referrals: • Facebook, YouTube, and other social networking sites are among the top five upstream referral sites for 73% of automobile brands.

COMPARATIVE U.S. TRAFFIC: Top 15 Brands

Toy

ota

t ole evr h C

s Nis

nda Ho

d For

dge Do

Kia V

n age sw olk

ai und Hy

zda Ma

us Lex

u bar Su

ura Ac

W BM

di Au

DISCOVERIES: key findings

TEAM SCOTT GALLOWAY Author, Digital IQ Index and Founder, L2 (LuxuryLab)

academics. Maureen has a BA in human biology from Stanford University and an MBA from NYU Stern.

Scott is the founder of L2, a think tank for prestige

KATHRYN DURYEA

brands, and Clinical Associate Professor at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer (2007, $100mm revs.). In 1992, Scott founded Prophet, a brand strategy consultancy with more than 100 professionals in the United States, Europe and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had an impact on a global level.”

Lead Researcher

Scott serves on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), eco-America, and Berkeley’s Haas School of Business. He received a BA from UCLA and an MBA from UC Berkeley.

MAUREEN MULLEN Lead Researcher Maureen began her career at Triage Consulting Group in San Francisco. At Triage, she led several managedcare payment review and payment benchmarking projects for hospitals, including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts around digital media, private bank-

Kathryn’s work experience spans the government, think tank, and e-commerce sectors. She began her career in Washington, D.C., first in then Vice President Cheney’s office in the White House and in Lynne Cheney’s office at the American Enterprise Institute, where she managed publishing, communications, and philanthropic projects. She gained experience in e-commerce and online marketing at Bare Escentuals, Inc. Kathryn received a BS in foreign service from Georgetown University and an MBA from Stanford University.

CHRISTINE PATTON Creative Director Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspirational and luxury brands. She began her career at Cosí, where she developed the brand and oversaw its evolution from concept through growth to 100 restaurants. Since then her work has included creative direction for a wide array of clients, including the launch of Kidville and CosmoGIRL! magazine. Most recently, she led Creative Services at ELLE during the most successful years of the magazine’s history, developing innovative integrated marketing programs for advertisers. Christine received a BA in economics and journalism from the University of Connecticut and an MBA from NYU Stern.

ing M&A, insurance industry risk management, and renewable energy economics for professional firms and

TEAM

TIMOTHY BRUNS Expert, Brand Translation Tim is the Executive Director of Creative at Cheil North America. He began his career at Campbell, Mithun, Esty and then went to Lot21 (Carat) overseeing digital accounts, including eBay, Intraware, Seagate, Adobe, Pets.com, Palm, Unicast, and Hotwire.com. Since then he has led the creative work at Atmosphere BBDO, TBWA\ Chiat\Day, Avenue A/Razorfish, and most recently Draftfcb. His work spans a diverse group of clients, including Hampton Inn, HP, Motorola, MetLife, Jamaica Tourism, Sprint/Nextel, Absolut, Nivea, AOL for Broadband, Citibank, MSN, and numerous pharmaceuticals brands. Tim has produced award-winning campaigns in television, print, and online, in both B2C and

ment, and a research monograph, Pricing, and has authored more than 60 papers on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. Russ has served two terms as the editor of the Journal of Marketing Research, he is the past co-editor of Journal of Interactive Marketing, and is currently an Associate Editor of the International Journal of Research in Marketing. He is the co-editor of the Review of Marketing Science, Journal of Marketing, the Journal of Marketing Research, and Marketing Science.

B2B marketing.

CINDY GALLOP Expert, Brand Translation Cindy Gallop is founder and CEO of IfWeRantheWorld, a crowd-sourced Web platform designed to turn good intentions into action, which will launch in January 2010. She also founded MakeLoveNotPorn at TED 2009 and consults with clients who want to change the game in their particular sector through radical reinvention and groundbreaking, innovative, forward-thinking approaches. From 1989 to 2005, Cindy ran such global accounts as Coca-Cola, Polaroid, and Ray-Ban for creative network Bartle Bogle Hegarty. She helped launch and run BBH Asia Pacific and moved to New York in 1998 to found BBH US, which began as Cindy in a room with a phone. Four years later BBH was named Adweekâ&#x20AC;&#x2122;s Eastern Agency of the Year. In 2003, Advertising Women of New York voted Cindy Advertising Woman of the Year. She is a frequent speaker at conferences such as TED, ad:tech, and The Next Big Idea and writes for online publications and magazines.

RUSSELL WINER Academic Expert, Digital IQ Correlations Russ is the William H. Joyce Professor of Marketing and chairman of the Marketing Department at NYU Stern. He has written three books, Marketing Management, Analysis for Marketing Planning, and Product Manage-

ÂŠ L2 2010

TEAM

VALUE Parent

Price Point Rank

Overall Rank

Digital IQ

IQ Group

Platform

Off-Platform Messaging

Social Media

SEO

Ford

133

Gifted

Scion

Toyota

133

Gifted

Toyota

132

Gifted

Nissan

127

Gifted

Honda

117

Gifted

Mazda

109

Average

Kia

100

Average

Hyundai

Average

Daimler AG

Challenged

Mitsubishi

Challenged

Suzuki

Feeble

Category Average

2.2

3.5

3.3

3.5

Brand

Ford

Kia Hyundai GMC Smart Mitsubishi Pontiac Suzuki

Massive site traffic and innovative social media campaigns elevate brands in the value category. Unfortunately, many sites fail to meet the needs of price-sensitive customers with an effective online purchase funnel. Accolades to Ford and Nissan for best-in-class configurators that interface dynamically with local dealer inventory. With the exception of niche luminary Scion, brands in this category struggled with site brand translation. Off-site, almost all earn at least average marks in digital advertising, social media, and search engine optimization, with several brands strong in all three. Ford and Honda are trailblazers in social media with exceptional efforts on Facebook, YouTube, and Twitter. Ford and Toyota vie for the top-trafficked sites, and Hyundai demonstrated a keen understanding of a multichannel digital campaign around the Kia Soul.

ÂŠ L2 2010

VALUE BRANDS

ford The only Detroit automaker to refuse bailout funds, Ford is also the Motor City’s digital beacon. The Ford Story microsite serves as social media mission control, integrating messaging from the brand’s nine Twitter accounts, three YouTube channels, and seven Facebook pages.

Owner: Ford Motor Company Rank: 5 Digital IQ: 133 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Comprehensive media campaigns, such as “Ford Warriors in Pink,” intended to raise breast cancer awareness, have users traveling from Twitter to Facebook to inventive microsites and back again. While the brand loses points for site aesthetics, Ford understands the bottom line: its sites are designed to sell cars and make it easy for users to buy them.

>> FORD IS THE ONLY NON-GERMAN AUTOMAKER RANKED IN THE TOP FIVE. <<

VALUE BRANDS: ford

FLASH OF GENIUS

FORD FIESTA MOVEMENT Ford launched an innovative and wildly successful grassroots social media campaign around the Ford Fiesta. The company screened thousands of candidates and selected 100 young enthusiasts who each received a free Fiesta, insurance, and gas for six months in exchange for recording their adventures on sites including YouTube, Flickr and Twitter. Their efforts attracted more than four million YouTube views, 500,000 Flickr views, three million Twitter impressions, and 50,000 interested customers, most of whom were not Ford owners.

>> ACROSS ITS THREE YOUTUBE CHANNELS, FORD POSTED A 50% INCREASE IN SUBSCRIBER GROWTH FROM OCTOBER TO NOVEMBER 2009. <<

ÂŠ L2 2010

VALUE BRANDS: ford

SEO ANALYTICS 1

Organic Keywords

ford

ford motor company

ford fusion

ford escape

ford edge

Upstream Sites

ford.com

google.com

yahoo.com

pointroll.com

facebook.com

Downstream Sites

google.com

yahoo.com

facebook.com

doubleclick.com

ford.com

ford-now.com

onlinevehicle financing.com

thefordstory.com

shopwarriorsin-

Audience Also Visits pink.com

SPOTLIGHT ON MOBILE

SOCIAL MEDIA Name (Top Followers)

Facebook

# of Fans/ Followers/ Subscribers

Observations

52,376

Centralized Ford page links to other social media including Web casts, Twitter, and Flickr. Other pages focus on specific models and brand campaigns.

18,910

General news and conversation about the brand. Ford maintains eight other Twitter handles including FordDrive Green, which has over 5,000 followers.

1,181

Brand channel is supplemented by “The Ford Story” channel and the “Ford Mustang” channel.

Ford

Twitter

Ford

YouTube

Ford Motor Company

Mobile Score: 4

Ford integrates mobile into the marketing mix using barcode-ad targeting and hyper-local mobile SMS campaigns. The “Ford Flex Photo Lab” iPhone app allows users to manipulate photos taken on their phone and has tallied significant downloads.

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 0 Messaging: 1

“This site looks cheap like its cars. Design is clunky. Content is very basic. Structure is archaic. There is absolutely zero brand story. If I were to describe an analogy for this experience it would be, “sticker shock.” Not because of the price, but because of the design. I honestly could not navigate through it because I felt I could download a spec sheet and price sheet or go into a dealer and get a better experience.”

FEATURED EXPERT:

CINDY GALLOP

Founder & CEO | IfWeRanTheWorld.com Aesthetics: 0 Messaging: 1

“Archaic. And depressing.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: ford

scion Toyota’s Scion is a case study in Gen Y, counterculture marketing and it is no surprise that the brand understands digital. Its site is distinctive and bears little resemblance to parent, Toyota’s. Recent efforts are on-message and brand-enhancing and include the xPressionism microsite, where users design custom cars that venture far beyond factory specs, and the Scion A/V microsite. As a niche brand, Scion takes IQ-point hits for poor site traffic and its weak social media following.

Owner: Toyota Motor Corporation Rank: 5 Digital IQ: 133 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

SPOTLIGHT ON MOBILE Mobile Score: 4

Mobile is another note in Scion’s digital repertoire. From hyperlocal SMS campaigns at regional events to an easy-to-use mobile site with a prominent call to action, the brand understands the medium.

>> IN CONJUNCTION WITH THE AUGUST 2009 XD FIVE-DOOR LAUNCH, SCION COMMISSIONED ATTIK AND ARTIST DAVE CORREIA TO ILLUSTRATE A QUIRKY WEB GAME CALLED LITTLE DEVIANTS. <<

VALUE BRANDS: scion

FLASH OF GENIUS

SCION A/V Scion leverages the brand’s record label, Scion A/V, all over the Web. The Scion A/V microsite features art, film, lifestyle, and music content and is one of the top-five downstream referral sites for scion.com. Site content is leveraged on the “ScionRadio17” YouTube channel and a Tumblr blog. The Scion A/V Facebook page has nearly 5,000 fans— almost as many as the brand’s page. Subtle branding, authenticity, and significant user-generated content make this site a hit.

>> SCION.COM HAS LIVE ONLINE CHAT CAPABILITY AVAILABLE FIVE DAYS A WEEK FROM 5 AM TO 6 PM. <<

VALUE BRANDS: scion

SEO ANALYTICS 1

Organic Keywords

scion

scion tc

scion xb

toyota scion

scion cars

Upstream Sites

google.com

yahoo.com

toyota.com

youtube.com

facebook.com

Downstream Sites

google.com

yahoo.com

facebook.com

toyota.com

scionav.com

toyota.com

rankingsand reviews.com

motortrend.com

honda.com

Audience Also Visits kia.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Twitter

YouTube

Scion

scion

ScionRadio17

FEATURED EXPERT:

# of Fans/ Followers/ Subscribers

Observations

6,689

Unsure if page is official (verbiage reads strangely) but appears to be updating content almost daily.

3,587

Links to Scion news and lifestyle content. Brand also maintains xPressionism Twitter account that leverages microsite content.

247

Content from Scion A/V record label; includes 17 channels of radio from DJs, videos from the 2008 Scion Hypeman contests, and information about upcoming releases and events.

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 4 Messaging: 4

“Here’s a car brand actively trying to stand out from the crowd by virtue of a youthful, characterful positioning. I liked the presentation of the “shock-and-aw-yeah” Electric Wasabi XD.

FEATURED EXPERT:

Lots of engaging content. Site is

TIMOTHY BRUNS

quirky, fun, and radiates attitude.

Executive Director of Creative | Cheil North America Aesthetics: 5 Messaging: 4

Good use of audio, even if some of the sound effects became a little

“Finally, a car site that breaks the conventions of Web

irritating quite quickly.

design somewhat to offer an interesting interface while still being

Nothing too revolutionary about

intuitive. Congrats, Scion!

how the site works, but good

When I viewed their external advertising and communications I thought

marks for genuine differentia-

to myself, ‘Why does a car that is reasonably priced have to look so

tion and a sense of shock, horror,

cheap?’ But when I arrived at the site, I was pleasantly surprised.

modernity.”

The various elements of interactivity, combined with sound effects and animation, kept me engaged and compelled to stay. I also really loved the fact that the first step of navigation asked me if I was an owner or browser. Both avenues were compelling, especially the owner section which connected me to other enthusiasts and events and content related to Scion and the audience. Nice job! Toyota did a great job of creating a unique identity for Scion.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: scion

toyota Battling Ford for the mosttrafficked site, Toyota’s strong SEO and digital advertising give the brand an IQ boost. Integrated multichannel campaigns, including “Great Time to Sign” and recent Prius efforts, demonstrate understanding of how to use multiple online channels effectively.

Owner: Toyota Motor Corporation Rank: 7 Digital IQ: 132 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Although aimed at sales conversion, the site’s purchase channel is weaker than those of rivals Ford and Chrysler and lacks an inventorydriven dealer handoff. The brand benefits from fun, interactive social media efforts, and its recently launched Yaris minisite offers users a virtual test-drive on some of America’s best-known streets.

SPOTLIGHT ON MOBILE Mobile Score: 4

Toyota has a strong mobileenabled site and innovative mobile ad campaigns. In October 2009 the brand took over a Times Square billboard and filled it with real-time illustrations drawn by users on the Prius iPhone app.

>> TOYOTA RECENTLY HANDED OVER THE TITLE OF WORLD’S BIGGEST AUTOMAKER TO VOLKSWAGEN. THE BRAND ALSO HAS APPROXIMATELY 1/6 THE NUMBER OF FACEBOOK FANS AS THE GERMAN GIANT. <<

VALUE BRANDS: toyota

FLASH OF GENIUS

“GREAT TIME TO SIGN” CAMPAIGN The “Great Time To Sign” campaign targeted New York Giants football fans with a mobile text message from quarterback Eli Manning and drove them to the greattimetosign.com site, which featured video commercial content (also posted on YouTube), links to local deals, a paper football game, and the opportunity for users to submit a “victory dance” video. Toyota integrated its Web efforts with traditional TV placements.

SEO ANALYTICS 1

Organic Keywords

toyota

toyota.com

cash for clunkers

toyota prius

toyota yaris

Upstream Sites

google.com

yahoo.com

facebook.com

honda.com

msn.com

Downstream Sites

google.com

yahoo.com

tmsbuyatoyota.com

facebook.com

honda.com

shopatgst.com

toyotacertified.com

toyotaowners online.com

N/A

Audience Also Visits toyozone.com

>> TOYOTA LEADS ALL BRANDS IN RSS FEEDS PER DAY (1.8), BUT, LIKE MOST AUTOMAKERS, LACKS A LARGE SUBSCRIPTION BASE. <<

VALUE BRANDS: toyota

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Toyota

55,439

Highlight is reviews page where users discuss cars and experiences; Prius page boasts more than 45,000 fans and innovative content including "Random Acts of Prius," an interactive game.

Twitter

Toyota

11,390

Brand tweets links to news and press releases.

YouTube

ToyotaUSA

1,183

Channel includes entertaining user-generated video of dogs reacting to a squeaky noise in a Toyota commercial.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 0 Messaging: 2

Aesthetics: 2 Messaging: 2

“Toyota has built its brand on being a dependable,

“Toyota puts the third generation Prius right up

trustworthy, and ‘everyday’ car—an approach that

front—a good move—but then fails to present and

has been very successful. The brand has continued to

leverage it in any creative manner, because once

move forward, carving a niche in the marketplace

again this is a site adhering firmly to the template.

with its consistent brand promise and message of dependability.

The missed opportunity here lies in the concept vehicles, especially the PM (personal mobility vehicle),

Recently the brand has grown due to innovation and

which has the opportunity to engage and present

marketing dollars for the Prius and the environmen-

a car brand with some interesting ideas about

tally conscious philosophy of harmony between man,

the future.”

nature, and machine. And the marketing is brilliant and very memorable. Toyota offers somewhat of a microsite experience with the Prius on the Toyota.com site; in fact, it’s the main communication and takes up the largest piece of real estate on the page. However, once I clicked on it, I expected to see all of the people dressed as nature elements as in the TV commercials. Or, at the very least, some element of the brand embodied as uniquely and compellingly as it is in the advertising. But instead, it was very shallow and nonexperiential. The main site looked dated, even down to very archaic icons in the main navigational system, which in my mind was not ‘moving forward.’”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: toyota

nissan With its site ranked among the five most trafficked in the U.S., Nissan gets an IQ bump for strong SEO and a broad reach on social media. Although the site isnâ&#x20AC;&#x2122;t winning any beauty contests, it does a good job of organizing content, a challenge when showcasing a wide array of models.

Owner: Nissan Motor Company Rank: 12 Digital IQ: 127 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Unlike brands that encourage the user to transition from parent to dealer site and view the move as a conversion, Nissan aims to keep users navigating within its parent site after configuring a vehicle, requesting a quote, and searching local inventory

SPOTLIGHT ON MOBILE Mobile Score: 4

Mobile is frequently a component of promotional campaigns, and Nissan tapped into mobile marketing for the launch of the Cube in 2009 with an iPhone app. Nissan has a dedicated mobile site that is product-focused and easy to navigate.

>> NEWJERSEYNISSAN, A NEW YORK AREA DEALERSHIP HANDLE, TOPS ALL BRANDS IN DEALERSHIP FOLLOWERS WITH NEARLY 17,000. <<

ÂŠ L2 2010

VALUE BRANDS: nissan

FLASH OF GENIUS

SOCIAL MEDIA & INTERNAL COMMUNICATIONS Nissan is using social media for more than just marketing. The brand’s internal communication team maintains a YouTube channel, NCOMVIDEO, which features videos on new Nissan and Infiniti products as well as footage from brand events aimed at providing corporate outreach and employee education. The Nissan_Dealers Twitter handle provides links to brand content for a community of dealers and has garnered more than 5,000 followers.

>> APPROXIMATELY HALF OF THE VISITS TO THE NISSAN SITE ARE FROM “REGULAR” VISITORS. <<

VALUE BRANDS: nissan

SEO ANALYTICS 1

Organic Keywords

nissan

nissan cars

nissan versa

nissan altima

nissan cube

Upstream Sites

google.com

yahoo.com

msn.com

doubleclick.com

nissan.com

Downstream Sites

google.com

yahoo.com

facebook.com

msn.com

honda.com

nissanfinance.com

courtesyparts.com

mitsucars.com

suzukiauto.com

Audience Also Visits nissan.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Twitter

YouTube

Nissan

NissanNews

NissanCommercials

FEATURED EXPERT:

# of Fans/ Followers/ Subscribers

Observations

18,182

Page is product-focused and loads with links to all models; also advertises the Nissan Leaf university scholarship contest

533

Conversations and links to other social media content from Nissan's official page; Nissan_Dealer account has substantial following and is linked to Nissan site.

385

Uploads include commercials, manufacturing videos, PR content, and product highlights.

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 1 Messaging: 1

“Standard issue. Missed opportunity is the Nissan Leaf and the Zero Emission tour—and 24 images of the same car is too many. Why post them all? I got excited about the Live Chat capability, but

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 2 Messaging: 1

“I have always thought the ‘Shift’ brand idea for Nissan is brilliant. And I wish that the same creativity and concept could have been taken into consideration when designing this experience. Yes, there was a graphic element from the campaign and the ‘shift’ identity is used as a navigational device and there was an extended message, ‘Shift

when I clicked on it, I got a form saying, ‘Sorry, our support team is not available, but you can send us an e-mail.’ Another site at odds with the brand’s tagline, ‘Shift_the way you move.” Because that should be, ‘Shift the way you interact/ engage with/experience a site.’”

the way you move,’ but so what? I would have loved if they had shifted my thinking, my moving, and my way of interacting with the brand. Overall, it was designed in a clean manner, but nothing at all experiential about it. If I were Nissan, I would shift into reverse and try again.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: nissan

honda Honda focuses on building an online community. The “Everybody Knows Somebody Who Loves A Honda” social media experiment on Facebook showcases the Honda ownership experience through a series of testimonials and “love chains” between owners.

Owner: Honda Motor Co., Ltd Rank: 15 Digital IQ: 117 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

On Twitter a PR representative, Alicia, tweets to more than 6,000 followers about the brand. The “Power of Dreams” documentary video campaign is exhibited on a microsite and Honda’s YouTube channel. Unfortunately, a lackluster site with awkward navigability tempers the strength of Honda’s digital footprint. Vehicle display is poor, and media content requires site visitors to install a software plug-in—disappointing for a brand with this broad a reach.

>> HONDA IS THE ONLY AUTOMOBILE BRAND TO USE A SUBDOMAIN URL ARCHITECTURE (I.E., AUTOMOBILES.HONDA.COM) FOR ITS U.S. HOMEPAGE. <<

VALUE BRANDS: honda

FLASH OF GENIUS

ALICIA_AT_HONDA TWITTER ACCOUNT Honda enthusiasts are privy to a unique voice inside the company’s HQ: Alicia Jones. The corporate communications supervisor playfully converses with followers and provides links to great brand media and promotional content. Alicia has amassed nearly six times the following of Honda’s brand handle, suggesting the power of personality and authenticity on Twitter.

SEO ANALYTICS 1

Upstream Sites

google.com

yahoo.com

acura.com

facebook.com

toyota.com

Downstream Sites

shophonda.com

hondacertifiedsearch.com

components.viewpoint.com

spreenhonda.com

toyota.com

nissanfinance.com

courtesyparts.com

mitsucars.com

suzukiauto.com

Audience Also Visits nissan.com

>> HONDA TOPS ALL BRANDS IN MONTH-ON-MONTH FACEBOOK FAN GROWTH. THE BRAND ADDED MORE THAN 200,000 FANS FROM OCTOBER TO NOVEMBER 2009. <<

VALUE BRANDS: honda

SOCIAL MEDIA Name (Top Followers)

SPOTLIGHT ON MOBILE Mobile Score: 3

# of Fans/ Followers/ Subscribers

Observations

269,099

”Everyone Knows Somebody Who Loves a Honda” Facebook campaign is all about community building.

Facebook

Honda

Twitter

alicia_at_honda

6,001

Alicia tweets news and digital media content. Additional Twitter handle, Honda, has over 1,000 followers.

YouTube

The Honda Channel

5,141

“Power of Dreams” documentary campaign is featured.

Honda incorporates mobile into its media mix for vehicle launches, particularly in emerging markets. The brand boasted 27 percent click-through rate (CTR) on its 2009 Honda Insight mobile campaign.

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 1 Messaging: 3

“I appreciate how Honda tries to bring its marketing to the site in an experiential way. Are they speaking to themselves somewhat? Yes—I don’t think people are compelled to click and hear the stories of people who own and love their Hondas. It reminds me of the Saturn campaign back in the ’90s where an entire community was built around people who loved their Saturns. At the beginning of the ‘community’ aspect of the Web, this was revolutionary for a car company and Saturn leveraged it in a grassroots way that exploded. But again, that was the ’90s. The challenge with any brand is to find ways to use the online space to connect and have a dialog with consumers and loyalists. Site tools were

FEATURED EXPERT:

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com

provided to build a Honda and shop by price but were employed in a very

Aesthetics: 0 Messaging: 1

conventional way. The site is more like an interactive brochure with check

“Very disappointing. I actually

boxes than a compelling experience that showcases the brand values.”

had higher expectations of Honda. This was just a mess— and boring. ‘The Power of Dreams’ could not have been less applicable.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: honda

mazda A functional—albeit standard— site, substantial online advertising, and strong U.S. traffic place Mazda atop the average ranks. The brand has embraced some Web innovation, including a Linked-In poll and The Drive microsite, which allows users to enjoy a simulated Mazda driving experience on some of America’s well-known roads.

Owner: Mazda Motor Corporation Rank: 18 Digital IQ: 109 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

However, the Japanese manufacturer’s social media messaging is poorly maintained and uninspired, with correspondingly small followings.

>> MAZDAS247, A YOUTUBE CHANNEL EXTENSION OF THE NON-BRAND-AFFILIATED MAZDAS247.COM 2.0 SITE, COMES UP FIRST IN SEARCHES AND HAS MORE VIEWS THAN THE MAZDA-BRANDED YOUTUBE CHANNEL. <<

VALUE BRANDS: mazda

FLASH OF GENIUS

MAZDA DEALERS ONLINE Mazda is the only brand to incorporate dealer sites under the branded site’s URL. From the embedded sites, users can request a quote, search vehicle inventory, and access sales, service hours, and special dealer promotions. The Mazda Dealers Online program recognizes dealers with superior online service.

SEO ANALYTICS 1

Organic Keywords

mazda

mazda 3

mazda usa

mazda 6

mazda 5

Upstream Sites

google.com

mazda.com

yahoo.com

facebook.com

cars.com

Downstream Sites

google.com

yahoo.com

mazda.com

edmunds.com

facebook.com

mazdasweepstakes headquarters.com

forddriveontour.com

whatsmysandwich. com

threeolives.com

Audience Also Visits mazda.com

>> MAZDA AGGRESSIVELY PURCHASES KEYWORDS TO DIRECT TRAFFIC TO ITS SITE AND COMES UP FIRST IN PAID SEARCH FOR COMPETITOR SEARCHES. <<

VALUE BRANDS: mazda

SOCIAL MEDIA

SPOTLIGHT ON MOBILE Mobile Score: 3.5

Online since 2007, Mazda’s mobile site is clear and easy to navigate. The launch of Mazda 2 included a targeted mobile video campaign.

Name (Top Followers)

Facebook

Mazda

Twitter

NewsFromMazda

YouTube

Mazda_USA

FEATURED EXPERT:

CINDY GALLOP Founder & CEO | IfWeRanTheWorld.com Aesthetics: 0 Messaging: 1

“This site is absolutely atrocious. It is such a cheaplooking mess that I headed in desperation for the tab marked ‘Zoom-Zoom’, hoping for something better. This is where I discovered the ‘Brand essence video,’ which looked remarkably like they used the rip-omatic the agency originally presented. This is also where, buried halfway down a column of type, is what is apparently Mazda’s vision and mission statement:

# of Fans/ Followers/ Subscribers

Observations

1,112

It is hard to tell if this is official; content is limited to photo posts from the host.

858

Conversations and links, but last tweet dates back to mid-October 2009.

Features commercials and racing footage; returned very low in YouTube search for “Mazda.”

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative Cheil North America Aesthetics: 2 Messaging: 1

“Overall the site is poorly designed and lacks differentiation, brand story, or experiential components.

All children instinctively know it.

The filter tool was the start of

A few adults still remember it.

something better. This tool allowed

One unique car company refuses to outgrow it.

me to slide a series of scales based

In grown-up language, it means the exhilaration

on price, seating capacity, fuel

And liberation that come from experiencing sheer motion.

economy, and horsepower and

But as usual, children put it much better.

then the selected choices would

And simply call it Zoom-Zoom.

populate the models that fit my

We practice it every day.

criteria. It wasn’t the prettiest tool,

It’s why we build the kind of cars we do.

but it was quite useful.

Mazda. Always the soul of a sports car.®

Overall, from a brand that consid-

Now, if that’s the passion that drives you, it’s why you build the kind of cars you do, and it’s your soul, why is it buried deep in your site halfway down a dense column of type? ‘The Drive’ was a good feature and much more ‘Zoom-Zoom’ like, but you had to find your way to it.

ers itself to be youthful, passionate, self-confident, stylish, insightful, and spirited, the site and experience missed the mark.”

Why not start there?”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: mazda

kia Great microsites and early-stage social media efforts demonstrate that this value brand is interested but not yet committed to the digital medium. Last fall’s multichannel Kia Soul campaign, featuring a playful, energetic microsite, coordinated YouTube efforts, an iPhone app, and gaming ads, reveals the brand’s digital potential.

Owner: Kia Motor Company Rank: 23 Digital IQ: 100 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

But Kia loses IQ points for its site, which lacks the interactive content showcased on its microsites. The platform experience is confusing and neglects the seamless dealer site pass-off essential to brands at this price point

>> THE KIACOLLECTIVE TWITTER ACCOUNT, LAUNCHED IN CONJUNCTION WITH THE SOUL, HAS GARNERED MORE THAN 1,300 FOLLOWERS. <<

VALUE BRANDS: kia

FLASH OF GENIUS

“A NEW WAY TO ROLL” VIRAL HAMSTER VIDEO Kia Soul’s TV ad featuring dancing hamsters had an explosive viral impact on the Web. Several of the popular commercials received more than 500,000 YouTube views and were prevalent on auto and advertising blogs. Kia further capitalized on hamster buzz with its August launch of an augmented reality game on Facebook that allows enthusiasts to use a Web cam to race against the Soul hamsters. The critters were so popular that they were revived for a November 2009 yearend clearance-sale campaign. Social media efforts have paid dividends and more than 50 percent of upstream traffic to the Kia Soul Collective microsite is from Twitter, MySpace, or Facebook.

>> THERE IS LITTLE CONSISTENCY ACROSS KIA DEALERSHIP SITES; EACH HAS INDEPENDENT BRANDING, NAVIGATION ARCHITECTURE, AND TECHNOLOGY. <<

VALUE BRANDS: kia

SEO ANALYTICS 1

Organic Keywords

kia

kia motors

kia cars

kia dealerships

kia sportage

Upstream Sites

google.com

yahoo.com

espn.go.com

kiamotors.com

kiasoul.com

Downstream Sites

google.com

kiamotors.com

yahoo.com

espn.go.com

hyundaiusa.com

kiasoul.com

kiamotorsfinance. com

hyundaiusa.com

scion.com

Audience Also Visits kiamotors.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Kia Motors America

Twitter

KMA_PR

YouTube

KiaMotorsAmerica

# of Fans/ Followers/ Subscribers

Observations

313

Bare-bones page with corporate look and feel. Brand efforts are scarce; limited links and discussion.

1,015

Public relations team tweets news updates and contest information.

198

U.S. channel incorporates content from Kia Soul campaign.

SPOTLIGHT ON MOBILE Mobile Score: 5

In late 2008, Kia became the first advertiser on the Google Android platform in partnership with the social music application imeem. Its mobile site is product oriented, and the Kia Soul launch featured an iPhone application.

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 1 Messaging: 1

“Typical templated site design. Would not know what brand it is if I removed the logo. I like the design and behavior of the slider bar to choose car models. If that was the main focus and navigational element of the site, it might be worth writing about.”

FEATURED EXPERT:

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 0 Messaging: 1

“Deathly. Standard issue, unengaging.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: kia

hyundai A strong Korean currency has buttressed Hyundai’s ability to capture share in the U.S. As peers rolled back marketing budgets, Hyundai poured money into big-ticket traditional advertising, including Superbowl ad buys in 2009.

Owner: Hyundai Motor Company Rank: 25 Digital IQ: 94 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Digital efforts have been less aggressive. Hyundai’s site lacks purchaseorientation and configurator interactivity. Social media efforts are limited, and although initiatives such the “Share Your America” sweepstakes on Facebook are a start, the brand suffers from small followings on the major platforms.

>> HYUNDAI’S FACEBOOK FANS INCREASED BY MORE THAN 50% FROM OCTOBER TO NOVEMBER 2009. <<

VALUE BRANDS: hyundai

FLASH OF GENIUS

“SHARE YOUR AMERICA” CAMPAIGN Hyundai’s summer 2009 “Share Your America” sweepstakes offered entrants the opportunity to win $1.49 per gallon gas for one year. The campaign integrated content on Facebook, Twitter, TV ads, and a microsite. An interactive Google map with user-uploaded photo entries served as the landing page for the brand’s Facebook account. In conjunction with the campaign, Hyundai tweeted music playlists and weekly iPod giveaways.

>> THE HYUNDAI GENESIS MICROSITE IS CONSISTENTLY IN THE TOP FIVE REFERRAL SITES FROM THE BRAND SITE. <<

VALUE BRANDS: hyundai

SEO ANALYTICS 1

Organic Keywords

hyundai

hyundai santa fe

hyundai elantra

hyundai cars

hyundai sonata

Upstream Sites

google.com

yahoo.com

hyundaigenesis. com

hyundaimomentum.com

edmunds.com

Downstream Sites

google.com

yahoo.com

hyundaigenesis. com

facebook.com

edmunds.com

hyundaigenesis.com

hyundaimotor finance.com

kia.com

kiamotors.com

hyundai

Audience Also Visits momentum.com

SOCIAL MEDIA

SPOTLIGHT ON MOBILE Mobile Score: 2.5

The Elantra campaign with Sprint and the Genesis campaign with Nokia include integrated banner ads, downloadable content, and mobile Web surfing. However, the Hyundai site is not smart-phone compatible.

Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Hyundai

9,363

User-generated "Share Your America" app. Brand posts links to interactive site content.

Twitter

hyundainews

2,087

Hyundai PR team tweets and retweets conversations.

YouTube

HMAUSA

216

Channel showcases commercials and PR clips.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative | Cheil North America Aesthetics: 2 Messaging: 2

Founder & CEO IfWeRanTheWorld .com

“This brand stands for quality and value, and the site

Aesthetics: 1 Messaging: 1

definitely screams value. But this is also a brand that really broke through the clutter last year with their ‘Quality Assurance’ business

“Unremarkable. ‘Everyone is

model and a brilliant campaign to match.

talking’ sends you to hyundai-

Not necessarily creatively, but it was brilliant because it tapped into a

momentum.com, where the

real consumer insight and current concern of all Americans—the econo-

scrolling wall is nice but point-

my. It was actually the first car brand whose communications resonated

less. (Putting a ‘Like this’ button

with me and that I remembered and cited as a great example of a brand

beneath every single media article

understanding the consumer’s needs at a given time.

seems rather pointless, too.)

I wish the site could have told this story. Yes, it delivers on offering quality

No means of searching through

cars, but there was so much opportunity to own the ‘Quality Assurance’

the wall for topics of interest.”

philosophy online as they had in the marketplace.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: hyundai

gmc This truck brand is among the weakest in General Motors’ digital portfolio. Its cluttered site feels more like a promotional circular than an information tool, and it lacks the e-chat capability found on all other GM sites. GMC gets an IQ boost from search, although measurements are likely inflated because of name association with its parent. The brand’s customerservice-oriented Twitter account has substantial follower growth, but absence from YouTube hurts GMC’s social media score.

Owner: General Motors Rank: 29 Digital IQ: 91 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

>> GMC ATTRACTED MORE THAN 2,000 NEW TWITTER FOLLOWERS FROM OCTOBER TO NOVEMBER 2009, TOPPING ALL BRANDS IN ABSOLUTE GROWTH DURING THE PERIOD. <<

VALUE BRANDS: gmc

FLASH OF GENIUS

ELLEN SHOW GMC TERRAIN PROMOTION GMC provided the Ellen DeGeneres show’s “Twit Crew” with a 2010 GMC Terrain. Ellen’s receptionist, Jeannie, drives the Terrain across the United States helping people in need. Her travels and goodwill are documented through tweets from both ThisIsGMC and TheEllenShow, the latter of which has almost four million followers. Twitter feeds and video from the show are featured on the GMC and Ellen sites.

>> MORE THAN 10% OF THE DOWNSTREAM TRAFFIC FROM GMC.COM IS TO PARENT SITE GM.COM. <<

VALUE BRANDS: gmc

SEO ANALYTICS 1

Organic Keywords

gmc

gmc acadia

gmc trucks

gmc terrain

gmc.com

Upstream Sites

google.com

yahoo.com

gm.com

gmautobuilder. com

doubleclick.com

Downstream Sites

gmautobuilder. com

google.com

yahoo.com

gm.com

chevrolet.com

gmcdealer.com

gmacfintools.com

gmbuypower.com

chevrolet.com

gmautobuilder.

Audience Also Visits com

SOCIAL MEDIA Name (Top Followers)

Facebook

GMC

Twitter

ThisIsGMC

YouTube

No Brand Channel

SPOTLIGHT ON MOBILE Mobile Score: 3

# of Fans/ Followers/ Subscribers

Observations

14,290

GMC frequently posts links to its other activities on the Web as well as promos and other content. RSS feed has been down more than a month.

2,229

News, conversations, and promotions.

N/A

Some GMC-sponsored videos and dealer channels.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

GMC boasts a dedicated mobile site. The general GM iPhone app provides news, blog posts, photos, video, and event content about the brand.

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 1

“This site is an online free-standing insert (FSI).

“Obligatory holiday reference: ‘smashing through

No brand experience. No story. No promise. Just offer,

the snow.’ Plus snowflakes. Plus more small print.

after offer, after offer.

Uninspired. The Terrain virtual demonstration,

It seems all of the American car companies are trying

however, is quite nifty.”

to reinvent themselves and stand for something beyond just, ‘American-made.’ Until GMC starts utilizing the online space, they will need more than a government bailout.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: gmc

smart This fuel-efficient new U.S. entrant loses points for digital style but gains for e-commerce innovation: it takes reservations online. Through its site, Smart allows customers to customize and reserve a Smart Car for just $99 (there is a waiting list).

Owner: Daimler AG Rank: 31 Digital IQ: 81 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Overall, the greater online community’s efforts eclipse those of the brand, and unaffiliated 2.0 sites have built larger followings than the branded sites. Social media efforts are in their early phases, and a glut of unofficial accounts results in mixed messaging.

SPOTLIGHT ON MOBILE Mobile Score: 1

Although Smart employs mobile advertising techniques, the Smart Car site fails to load on a smart phone.

>> THE UNOFFICIAL SMART SOCIAL NETWORKING SITE, 451S.COM, HAS ALMOST 2,000 FACEBOOK FANS AND MORE THAN 600 TWITTER FOLLOWERS UNDER THE SMARTCAR HANDLE. <<

VALUE BRANDS: smart

FLASH OF GENIUS

SOCIAL NETWORKING FOR SMART PEOPLE? Smart USA created a 2.0 site, smartusainsider.com, which has attracted more than 10,000 users and 200 groups with polls, videos, and other news content. The site’s success is mild relative to unaffiliated competitor smartcar ofamerica.com, which has nearly 10 times more unique monthly visitors. Another unaffiliated 2.0 site, 451s. com, has traffic equal to the branded 2.0 site. The organic sites are successful despite poor aesthetics and amateur interfaces.

>> IMAGES ACCOUNT FOR ONLY 1/16TH OF THE AVERAGE SMARTUSA.COM PAGE. <<

VALUE BRANDS: smart

SEO ANALYTICS 1

Organic Keywords

smart car

smart cars

smartcar

smart car price

smart

Upstream Sites

google.com

facebook.com

smart.com

yahoo.com

financingfortwo. com

Downstream Sites

google.com

facebook.com

smart.com

yahoo.com

financingfortwo. com

littledebbicupcakes.com

littledebbie.com

zapworld.com

cintasvip.com

Audience Also Visits smart.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Smart

Twitter

smartcarusa

YouTube

No Brand Channel

# of Fans/ Followers/ Subscribers

Observations

2,135

Official page for the Italian Smart car has built out brand content in Italian. Many English-language imitator pages hover at about 1,000 followers each.

Tweets links to Smart car news.

N/A

Several community channels.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 0 Messaging: 0

Aesthetics: 1 Messaging: 2

“Yikes! Looks like a design school project from fresh-

“It was seriously depressing to find the new kid

man year. Too bad. This brand has so much going for

on the block firmly adhering to the stock-in-trade

it in terms of consumer relevance and passion toward

Web template. I expected something different from

the environment.

Smart, especially with its tagline, ‘Open your mind.’

Smart car has built a unique personality with their advertising but not their online strategy, obviously. This site could have been so fun to design and build, and could have tapped into a current consumer pas-

The representation of ‘Smartlife’ is deathly—a huge missed opportunity to do something vividly creative and compelling for a car that represents, as the dense small-type copy says, a way of life.

sion point. But it failed miserably. They have the con-

Safeandsmart.com is also deathly. This car brand

tent. They have the brand promise. They don’t have

should represent itself in a completely different and

the right Web master.”

cutting-edge way.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: smart

mitsubishi Social media is a bright spot for otherwise-challenged Mitsubishi. The automaker understands the medium and vigorously converses with users who tweet about the brand or post content to its Facebook wall. But at a price point where accessibility is a competitive advantage, Mitsubishi’s site provides a poor purchase-funnel. Build-your-own functionality is hampered by textheavy spec content and limited product views and fails to merge customization process with dealer handoff.

Owner: Mitsubishi Motors Rank: 33 Digital IQ: 76 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

>> THE UNAFFILIATED MITSUBISHI SECRETS BLOG TWITTER HAS MORE THAN DOUBLE THE FOLLOWERS OF THE BRAND’S ACCOUNT. <<

VALUE BRANDS: mitsubishi

FLASH OF GENIUS

LANCER EVOLUTION FACEBOOK PAGE The Lancer Evolution Facebook page boasts more than 70,000 fans. Mitsubishi leverages the Lancer following to build its branded-page audience with an ad on the Lancer profile. Its prominent call to action resulted in triple-digit percentage fan growth in November 2009. The brand-enhancing Mitsubishi Motors page features user polls, an application focused on the new Outlander, and video content, serving as a second site platform for the brand.

>> MANY MITSUBISHI DEALERSHIPS DO NOT HAVE SITE LINKS FROM THE BRAND SITE. <<

ÂŠ L2 2010

VALUE BRANDS: mitsubishi

SEO ANALYTICS 1

Organic Keywords

mitsubishi

mitsubishi cars

mitsubishi eclipse

mitsubishi lancer

mitsubishi motors

Upstream Sites

google.com

yahoo.com

imdb.com

facebook.com

mitsubishi-motors. com

Downstream Sites

google.com

imdb.com

yahoo.com

mitsubishi-motors. com

facebook.com

mitsucars.com

mazdausa.com

leftlanenews.com

nissanusa.com

Audience Also Visits mitsubishi.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Mitsubishi

3,701

Brand is active on wall, posting several links per day and conversing with users; Lancer page has more than 70,000 fans.

Twitter

mitsucars

663

Retweets, links, and conversation from Mitsubishi North America.

YouTube

Mitsubishi Motors

355

Separate channels for Brazil, Germany, and Europe as well as several dealer channels.

SPOTLIGHT ON MOBILE Mobile Score: 1

Mitsubishi mobile campaigns are limited to local dealership SMS efforts. The brand site fails to load on a smart phone.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative | Cheil North America Aesthetics: 2 Messaging: 2

Founder & CEO IfWeRanTheWorld .com

“This isn’t the best-looking site, but I really like how they

Aesthetics: 1 Messaging: 1

treated the navigational structure. As I rolled over the different car models each rollover populated the window of that particular vehicle with sub-rollover options to interact with. Smart use of interactivity and easy to use. And if I selected a different top-level category, no matter where I was in the site, I could roll over the ‘our vehicles’ tab and the

“Dreadful. Missed opportunity in Drive Earth and the i-Miev electric vehicle sections.”

behavior would begin again. I appreciated that I did not feel like I was going to be taken out of the site. Is this the best brand experience? Absolutely not. Nor does it differentiate from other car sites, but there were a few smart things going on in the user experience criteria.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: mitsubishi

pontiac As GM phases out Pontiac by the end of 2010, it appears to be starving the brand of digital resources. Although the navigational structure is familiar, the Pontiac site lacks e-chat capabilities and the bells and whistles common to other GM sites.

Owner: General Motors Rank: 37 Digital IQ: 71 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

The brand’s Twitter chatter is commendable, but it is all but invisible on other social media channels. The biggest boost to Pontiac’s IQ derives from paid and organic search traffic.

>> THE UNOFFICIAL PONTIAC FACEBOOK FAN PAGE POSTED 30% FAN GROWTH FROM OCTOBER TO NOVEMBER 2009. <<

VALUE BRANDS: pontiac

FLASH OF GENIUS

LEVERAGING GM ECONOMIES OF SCALE Sometimes standardization has its benefits, and struggling Pontiac gets a boost from some of General Motors’ collective efforts. After-sales services provided by the GM Owner’s Center— including Onstar diagnostics and “My Dashboard,” which allows owners to digitally track car service— are uncommon at Pontiac’s price point.

SEO ANALYTICS 1

Organic Keywords

pontiac

pontiac vibe

pontiac g8

pontiac g6

pontiac solstice

Upstream Sites

google.com

yahoo.com

gm.com

chevrolet.com

cadillac.com

Downstream Sites

google.com

yahoo.com

gm.com

chevrolet.com

ask.com

gmcertified.com

gm.com

smartautosavings. com

cadillac.com

Audience Also Visits newcars.com

>> PONTIAC HAS THE LOWEST DIGITAL IQ OF ANY GM BRAND. <<

VALUE BRANDS: pontiac

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Pontiac

4,762

Questionable as to whether page is official given limited posts from brand, but links to Twitter, Pontiac site, and Wikipedia.

Twitter

Pontiac

434

Links to info, retweets, and conversations from official Pontiac site.

YouTube

No Brand Channel

N/A

Several dealership channels and several fan-led channels.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 0 Messaging: 0

Aesthetics: 1 Messaging: 1

“This site looks as if it was designed in the ’80s—

“To some extent, I’m not sure whether it’s worth

it is clunky and almost juvenile in look and feel.

critiquing Pontiac.com, as the most notable thing

It was not compelling whatsoever, and I barely spent

about this site is the sad fact that Pontiac is on its

any time on it because there was nothing engaging to

final close-out as the brand gets phased out on GM’s

keep me there. Also, their use of a music track while

(let’s hope) ‘road to recovery.’

I interacted within the ‘Experience Pontiac’ section was a lame attempt to heighten my senses.”

Head of Pontiac and GM VP Susan Docherty’s black leather jacket kept me watching the ‘sad news’ video. I’m not kidding. It wasn’t a very compelling video

SPOTLIGHT ON MOBILE Mobile Score: 3

In conjunction with G8 GXP campaign, Pontiac placed ads on Maxim’s mobile web properties. The ads featured downloadable content and boasted 32 percent engagement. Pontiac’s mobile site saw an 11 percent increase in traffic.

otherwise, but (1) it featured a female senior automotive executive (hadn’t come across a single other woman in all the many videos of talking heads/motor show launches on other sites), (2) she wasn’t wearing a suit, and (3) she was wearing a rather striking black leather jacket with gold buttons. Those three factors were the most differentiating thing on this site. Apart from the sadness.”

The brand leverages the GM brand through the parent’s iPhone app.

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: pontiac

suzuki

Owner: Suzuki Rank: 42 Digital IQ: 55 Classification: Feeble

There is little positive to say about Suzukiâ&#x20AC;&#x2122;s digital footprint. Its site disappoints; the brand has largely ignored social media and is all but invisible in online advertising.

DIGITAL DASHBOARD: Overall Online Performance

Whereas many brands view the microsite as a laboratory for digital innovation, the Kizashi model microsite lacks technology integration and clear brand messaging.

Platform

Off-Platform Messaging

Social Media

SEO

If digital is an indication of performance, it is no surprise that the brand has seen 50 percent declines in U.S. new-vehicle sales.

SEO ANALYTICS 1

Organic Keywords

suzuki cars

suzuki

suzuki sx4

suzuki.com

suzuki equator

Upstream Sites

suzuki.com

google.com

yahoo.com

globalsuzuki.com

facebook.com

Downstream Sites

google.com

suzuki.com

yahoo.com

globalsuzuki.com

friendster.com

kia.com

nissanusa.com

subaru.com

hyundaiusa.com

Audience Also Visits suzuki.com

>> MANY SUZUKI DEALERSHIPS LACK LINKS TO THEIR SITES FROM SUZUKI BRAND PAGE. <<

ÂŠ L2 2010

VALUE BRANDS: suzuki

FLASH OF GENIUS

USER TESTIMONIALS Possibly the strongest element of Suzuki’s site is generated by vehicle owners. Owner testimonials for each model add welcome authenticity to the research process. Unfortunately, testimonials are limited to positive accounts, but their inclusion overall improves the otherwise lackluster content.

SOCIAL MEDIA

SPOTLIGHT ON MOBILE Mobile Score: 2

Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

No Brand Page

N/A

Page does not appear to be brand-sponsored and has no updates, content, or photos. Fan base of almost 6,000 and growing.

Twitter

No Brand Account

N/A

Top non-affiliated account is GenuineSuzuki, an e-commerce dealer of Suzuki motorcycle accessories.

YouTube

Szkcom

YouTube channel presence is a limited view of Suzuki’s Japanese channel.

FEATURED EXPERT:

Suzuki experiments with mobile advertising in Europe, but its flash-enabled U.S. site fails to load on a smart phone.

FEATURED EXPERT:

CINDY GALLOP

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America

Founder & CEO IfWeRanTheWorld .com

Aesthetics: 0 Messaging: 1

“Suzuki’s brand values are described as excitement,

“This site is absolutely terrible.

straightforward, value, sporty, and spirit. The only one of these values

It literally looks like the summer

translated in this site was straightforward, and not in a good way.

intern cobbled it together from a

The rest were not demonstrated or expressed in any way. It looked more

set of (bad) PowerPoint slides.”

like a bad banking site. There was no brand story, no interactivity, and no experience whatsoever. The design is clunky, insensitive, uninspiring, and not even utilitarian or sporty—which is what comes to my mind when I think of Suzuki.”

For more about your brand’s Digital IQ, CONTACT US.

VALUE BRANDS: suzuki

PREMIUM ENTRY LEVEL Parent

Price Point Rank

Overall Rank

Digital IQ

IQ Group

Platform

Off-Platform Messaging

Social Media

SEO

Volkswagen

138

Gifted

Jeep

Chrysler

128

Gifted

Mini

BMW

128

Gifted

124

Gifted

Chrysler

101

Average

Dodge

Chrysler

100

Average

Subaru

Fuji

Average

Mercury

Ford

Challenged

Category Average

3.6

2.9

3.3

3.8

Brand

Volkswagen

Chevrolet

Kudos to premium entry-level savants Volkswagen, Jeep, and Mini for offering compelling digital experiences on multiple channels. Jeep and Mini lead all brands in platform, with playful sites that blend interactivity and purchaseorientation. Volkswagen dominates off-site with strong viral efforts and inspired social media applications on every major channel. Lower-ranked brands in this category either failed to translate brand values into provocative online experiences, for example Mercury and Dodge, or missed opportunities to leverage brand equity in social media, like Subaru.

ÂŠ L2 2010

PREMIUM ENTRY-LEVEL BRANDS

volkswagen No surprise the brand that brought us the people’s car also embraces the people’s medium. Volkswagen’s purchase-orientation sets it apart on the Web. After a user inputs a ZIP code into its site, the navigation architecture introduces links to interact with a local dealer. The brand also coordinates paid search

Owner: Volkswagen Group Rank: 4 Digital IQ: 138 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

campaigns with local dealerships. However, as our brand translation experts lament, VW enthusiasts expect more outside-the-box thinking from this iconic brand. Although playful social media campaigns like “TDI Truth or Dare” and “Meet the Volkswagens” satisfy, site content is lackluster.

>> GERMAN YOUTUBE CHANNEL “MYVOLKSWAGEN” IS RANKED SIXTH IN GERMANY FOR ALL-TIME SUBSCRIBERS. <<

PREMIUM-ENTRY LEVEL BRANDS: volkswagen

FLASH OF GENIUS

THE FUN THEORY Volkswagen hit the mark with a viral video campaign out of Sweden, “The Fun Theory,” which tested the notion that people will do the right thing if you make it more fun. In one video with nearly nine million YouTube views, VW turned a subway staircase into a life-size piano keyboard to see if people would opt for the musical stairs over the adjacent escalator and found that the “fun” element caused commuters to be 66 percent more likely to take the stairs. Site traffic to the “The Fun Theory” microsite boasts about 100,000 monthly unique visitors, approximately 20 percent directly from YouTube or Facebook.

SPOTLIGHT ON MOBILE Mobile Score: 5

VW’s “Real Racing GTI” iPhone advergame has more than 70,000 downloads since its June 2009 launch and the best ratings and reviews of any auto app surveyed in this study. In addition, the brand launched a smart-phone-enabled site in October 2009 that is dealer search focused and user friendly.

>> LIMITED EDITION BEETLE BLUSH’S MICROSITE FEATURES USER REVIEWS AND LINKS TO FACEBOOK. <<

PREMIUM ENTRY-LEVEL BRANDS: volkswagen

SEO ANALYTICS 1

Organic Keywords

volkswagen

volkswagon

vw.com

volkswagen jetta

Upstream Sites

google.com

yahoo.com

buddypress.org

volkswagen.com

facebook.com

Downstream Sites

google.com

yahoo.com

vwcredit.com

facebook.com

buddypress.com

Audience Also Visits

volkswagen.com

vwcredit.com

livingthesmartlife. com

volkswagengroup america.com

threeolives.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Twitter

VWGroup

YouTube

MyVolkswagen

# of Fans/ Followers/ Subscribers

Observations

275,112

Page entry is playful “Meet the Volkswagens” application that analyzes a user’s profile and assigns them a VW model; brand maintains separate pages for each model.

3,424

Twitter app assigns users a VW avatar.

383

With great advertising and Fun Theory viral videos this medium is perfectly tailored to the VW experience.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 2 Messaging: 2

Aesthetics: 1 Messaging: 1

“I have always been a huge fan of Volkswagen. For

“This site is completely, utterly, and totally boring.

over half a decade, this brand has been cranking out

Again, the Web template; the standard approach, to

great advertising and connecting with consumers on

the extent of completely dumbing down any difference

a personal level through its personality as well as

between the car models. Even the legendary Beetle is

consumer insight.

not called out or highlighted for its unique heritage

The site was clean. Nice, simple design, like the cars, but I was hoping for some of that personality to come

and character (most of which it’s lost in its current iteration).

through in the experience. It didn’t. Instead, I felt like

Volkswagen is a brand known for the revolution-

I was at a car rental counter picking out what car I

ary way in which its original advertising agency

wanted on a printed placemat. I thought the interface

DDB helped introduce it to the marketplace, recently

and navigational system was familiar and easy to use

brought back into the public consciousness by being

and got me right to a deeper dive into each car model,

featured in the first season of ‘Mad Men.’ Judging

but the tab design is dated, and it just feels flat. I would

from this site it’s completely lost its way.”

have expected, given VW’s target audience, that there would be more use of sensorial elements like video and sound design as well as more experiential interactivity.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: volkswagen

jeep The Jeep experience begins on its top-ranked site, which blends interactive content with top-notch commerce-orientation. From the playful magnetic-poetry inspired “Show How You Live” game to the visually oriented “4x4 Basics” informative videos, site content is brandenhancing and engaging.

Owner: Chrysler Group LLC Rank: 8 Digital IQ: 128 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

The brand maintains its own 2.0 site, Jeep Experience, which provides social media feeds, microsite links, and user-generated content. The brand boasts an enormous and active Facebook fan base and a brand channel on YouTube, but has yet to enter the Twittersphere.

>> JEEP RANKS SIXTH OVERALL IN FACEBOOK FAN COUNT; VOLKSWAGEN IS THE ONLY NON-LUXURY BRAND WITH MORE FANS. <<

PREMIUM ENTRY-LEVEL BRANDS: jeep

FLASH OF GENIUS

INTERACTIVE CONTENT Jeep’s “Try it today” functionality allows users to click, drag, and drop objects to test out various vehicle features. Highlights include the heated seat feature where, with a click of the mouse, users watch as snow piled on the car’s seats melts. Customers can also try out the Sirius backseat TV with “Backseat Attention Span” ratings or drop different tough objects into the “Trail Rated” Drop Zone to examine the vehicle’s multiterrain capabilities. The playful comments change with the replay of each interactive vignette, adding personality.

SPOTLIGHT ON MOBILE Mobile Score: 4

Jeep’s sophisticated mobile advertising ranges from fullscreen ads on the Greystripe Mobile Gaming platform to a mobile call to action in conjunction with its Six Flags Wrangler giveaway. The content-rich mobile site includes options to “Shop for Vehicles” or “Join the Community.”

>> THE JEEP “FUN WHEELS” COMMERCIAL RANKS THIRD AMONG TOP VIDEO VIEWS ON A BRANDED YOUTUBE CHANNEL. <<

PREMIUM ENTRY-LEVEL BRANDS: jeep

SEO ANALYTICS 1

Organic Keywords

jeep

jeep wrangler

jeep patriot

jeep.com

jeep liberty

Upstream Sites

google.com

yahoo.com

dodge.com

facebook.com

jeepdealer.com

Downstream Sites

google.com

yahoo.com

facebook.com

dodge.com

youtube.com

Audience Also Visits

mopar-accessories. com

jeepdealer.com

mopar.com

chryslergroupllc. com

jeep4x4center.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Jeep

Twitter

No Brand Account

YouTube

thejeepchannel

# of Fans/ Followers/ Subscribers

Observations

241,400

Frequent brand updates and active user participation.

N/A

JeepWorld handle for a Jeep accessories e-commerce site has more than 1,000 followers.

1,680

Commercials, off-roading, and extreme product shots.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 4 Messaging: 5

“Of all the car sites, Jeep.com was the most refresh-

“Here was a brand trying to do something different.

ing, the most fun, and the most true to its brand and

The ‘Show How You Live’ functionality is fun—you

values. It was interactive, engaging, and very intuitive.

drag and drop words to form your own personal

Smart use of environmental images and demonstra-

statement and then ‘put it out there.’ Bit painstaking

tion of the vehicles in the context of someone’s life.

and you can’t say anything naughty (normal human

It was the only car site I reviewed that actually trans-

instinct), but entertaining.

lated the brand campaign into something interactive

I liked the pop up ‘Me’ on the relevant models along

on their site. Plus there were a lot of dynamic things

the bottom for you to see which had each feature,

I stumbled upon while exploring the site that added

and the way they did the Jeep ‘climb’ over the edge

life and dimension to the experience.

of the window on rollover. High marks to Jeep for

This, combined with small but significant sensorial details, made me rate this site the best use of the medium.”

really putting effort into crafting a distinctive and engaging experience.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: jeep

mini Mini comes in second, after Jeep, in the platform category with a site that oozes playfulness without compromising purchase-orientation. Brand-enhancing e-mail messaging and fun (albeit impractical) microsite The Open One further convey that driving a Mini is pure delight.

Owner: BMW AG Rank: 8 Digital IQ: 128 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

For a brand that does such a great job building community on its site, Mini has had some surprising hiccups when it comes to social media. After amassing more than 150,000 Facebook fans, the brand ditched its Mini USA Facebook page for a more globally oriented official page launched in Fall 2009. The brand has yet to embrace Twitter.

>> THE MINI USA FACEBOOK PAGE, LAUNCHED BEFORE THE OFFICIAL BRAND PAGE, HAS MORE THAN 166,000 FANS. <<

ÂŠ L2 2010

PREMIUM ENTRY-LEVEL BRANDS: mini

FLASH OF GENIUS

EVEN SPECS CAN BE FUN While the Mini brand has many whiz kid moments, perhaps what it does most brilliantly is allow users to see beyond the car’s miniature dimensions. Abandoning the typical textheavy specifications content found on most auto sites, Mini uses multimedia graphics, video,and sound to demonstrate just how big the Mini is. Users can see the Mini model next to a four-man Mariachi band complete with instruments or view a video of their Mini trunk as it is filled with “a bunch of stuff.”

SPOTLIGHT ON MOBILE Mobile Score: 2

Brand has taken innovation leaps with mobile games and roadside assistance but is failing at the easy stuff: its flash-enabled site is impossible to enter from a mobile device.

>> MINI’S YOUTUBE PAGE IS THE ONE-HUNDREDTH MOST SUBSCRIBED ALL TIME FOR SPONSORS. <<

PREMIUM ENTRY-LEVEL BRANDS: mini

SEO ANALYTICS 1

Organic Keywords

mini cooper

mini

mini usa

mini cooper dealers

minicooper

Upstream Sites

google.com

mini.com

yahoo.com

facebook.com

doubleclick.com

Downstream Sites

google.com

yahoo.com

facebook.com

mininova.org

youtube.com

Audience Also Visits

minimania.com

vw.com

subaru.com

insideline.com

eloanpersonal.com

SOCIAL MEDIA Name (Top Followers)

Facebook

Mini

Twitter

No Brand Account

YouTube

Mini

# of Fans/ Followers/ Subscribers

Observations

36,144

Facebook welcome is a branded box with info about cars and the declaration “It’s Official;” “Two Untamed” video feature is funny and brand-enhancing.

N/A

Several Mini dealerships tweet. Cooper_Fan_Club unaffiliated account has almost 500 followers.

1,609

Similar to site, YouTube videos are entertaining and playful. Verbiage is brand-enhancing.

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 4 Messaging: 4

“I have always been a fan of this site experience. Mini has accomplished the huge feat of creating a unique personality and differentiation in the market that is sustainable and ownable. The small visual details in the interface of this site as well as the subtle, but brand relevant interactivity and sensorial elements, sound, animation, etc., make this site amazingly fun. There was some smart thinking when it came to the user experience in regards to brand loyalty with the option to save the design of the car you built, and their section called, ‘Stay in the Loop,’ which allowed loyalists to feel part of a bigger community as well as continuing a customer-brand dialogue.

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 5 Messaging: 5

“Full marks to Mini for a terrific site. Distinctively designed, highly engaging, genuinely interactive, great tone of voice, entertainment value, good use of sound, simple and easy to navigate, lots of good stuff (as opposed to lots of stuff).”

This site truly captures the essence and values of the brand.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: mini

chevrolet The highest ranked of GM’s seven brands; Chevy also leads all automakers in search engine optimization. The classic American car brand is among the most trafficked sites. In addition, Chevrolet rallies huge communities on multiple Facebook pages and draws hundreds of thousands of unique visitors

Owner: General Motors Rank: 13 Digital IQ: 124 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

to promotional microsites such as Chevy Transformers. Chevy’s Achilles’ heel is a subpar site that struggles to integrate intuitive navigability across its 15 models.

SPOTLIGHT ON MOBILE Mobile Score: 4

Chevy takes risks in mobile advertising, specifically in the emerging markets of India and China. The brand has rolled out several SMS campaigns in the U.S.

>> STRATEGIC VISION’S 2009 NEW-VEHICLE EXPERIENCE STUDY FOUND THAT 13% OF CHEVY OWNERS HAVE NEVER USED THE WEB. <<

PREMIUM ENTRY-LEVEL BRANDS: chevrolet

FLASH OF GENIUS

VOLTAGE MICROSITE & 2.0 SITE Ailing GM is effusive about its electric hybrid, the Chevy Volt. Scheduled for release in November 2010, the Volt is the muse for the brand’s best digital efforts. The microsite content focuses on product education, and the Voltfocused 2.0 site includes blogs, forums, videos, and links to Facebook and Twitter. The Volt’s Twitter following tops 1,300, almost three times as large as Chevrolet’s.

>> OCTOBER 2009 ESTIMATES OF UNIQUE MONTHLY VISITORS TO CHEVY’S “TRANSFORM YOUR GARAGE” MICROSITE IS GREATER THAN TRAFFIC TO 60% OF BRANDED SITES IN THE STUDY. <<

PREMIUM ENTRY-LEVEL BRANDS: chevrolet

SEO ANALYTICS 1

Organic Keywords

chevrolet

chevy

chevy equinox

chevy volt

chevy.com

Upstream Sites

google.com

yahoo.com

doubleclick.com

gm.com

facebook.com

Downstream Sites

google.com

yahoo.com

facebook.com

gm.com

youtube.com

Audience Also Visits

gmacfintools.com

chevydealer.com

gmbuypower.com

gmautobuilder.com

gmc.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Chevrolet

27,820

Posts links to news, Webcasts, video, and promotions. Official Camaro site has more than 150,000 fans.

Twitter

Chevrolet

578

Tweets PR updates and converses with users, addressing complaints about the brand.

YouTube

Chevrolet Vehicles

517

Channel features product videos and behind-the-scenes design content.

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 1 Messaging: 1

“I feel like all of the automobile sites licensed the same Web development software and slapped a different logo on it. I understand that Buick, Cadillac, and Chevrolet are all part of GM, so theoretically it makes sense that the site structures would look and feel like they came from the same parent company. There is something to be said for

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 1 Messaging: 1

“I think I’ve seen this Web template before. Not a lot else to say.

creating the same consumer experience when it comes to intuitive naviga-

Another missed opportunity—this

tion online. I wish that one would tap into the emotional side of purchas-

is a brand with fantastic history,

ing a car, however, instead of just an online spec sheet.

heritage, and therefore, poten-

The TV commercial I saw for Chevy Camaro, as cheesy as it was, tapped

tially, values.”

into an insight for that brand and that kind of driver. Commercials are used for brand building and boosting sales. Why don’t brands treat their sites in the same manner? Especially given that the site experience is probably the second best thing to actually touching a car in a showroom. There is nothing that would keep me coming back to this site except to compare costs or something of that nature.

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: chevrolet

chrysler Amidst sales declines and financial distress, Chrysler faces the formidable task of convincing Americans to buy its cars. It’s a challenge the brand embraces literally on the Web, shying away from innovative efforts in favor of a commerce focus.

Owner: Chrysler Group LLC Rank: 22 Digital IQ: 101 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Although the “Spin It Your Way” design contest on YouTube is a refreshing exception, the brand’s digital advertising is generally lackluster. Despite diminishing brand equity, Chrysler maintains respectable Web traffic and a social media following.

SPOTLIGHT ON MOBILE Mobile Score: 1

Chrysler has taken steps in mobile with SMS-integrated campaigns, however many of its site features fail to load on a PDA.

>> CHRYSLER’S VIDEO INTRODUCTION TO THE “SPIN IT YOUR WAY” DESIGN CHALLENGE HAS RECEIVED MORE THAN ONE MILLION YOUTUBE VIEWS. <<

PREMIUM ENTRY-LEVEL BRANDS: chrysler

FLASH OF GENIUS

INTEGRATION OF DEALER SITES Chrysler’s site flows with ease into a commercial transaction. As the user customizes a model the configurator simultaneously searches local inventory. Upon completion, the customer is seamlessly directed to a dealer site where, unlike other automaker sites, the brand experience continues. Every dealer site has identical design and functionality.

>> THE CHRYSLER TWITTER HANDLE RANKS SEVENTH IN TOTAL FOLLOWERS AS A RESULT OF TWEETS FROM BRAND REPRESENTATIVES ED GARSTEN AND SCOTT ANDERSON. <<

PREMIUM ENTRY-LEVEL BRANDS: chrysler

SEO ANALYTICS 1

Organic Keywords

Chrysler

chrysler town and country

chrysler 300

pt cruiser

chrysler.com

Upstream Sites

google.com

yahoo.com

dodge.com

pointroll.com

facebook.com

Downstream Sites

google.com

yahoo.com

dodge.com

chryslergroupllc.com

jeep.com

Audience Also Visits

chryslerdealer.com

chryslerretirees.com mopar.com

chryslergroupllc.com

mopar-accessories. com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Chrysler

11,131

Limited content and media.

Twitter

Chrysler

3,327

Brand shares news, links to social media content, and retweets.

YouTube

Chrysler 300

1,693

“Spin It Your Way” contest solicited users to submit original video content around the Chrysler 300.

FEATURED EXPERT:

TIMOTHY BRUNS

Founder & CEO | IfWeRanTheWorld.com

Executive Director of Creative

CINDY GALLOP Aesthetics: 1 Messaging: 1

Cheil North America

“And again...The home page was so boring that the

Aesthetics: 2 Messaging: 1

corner that read:

“Step 1: Cut and paste Web template from other generic car brands. Step 2: Offer no engaging type of brand experience or story that supports the brand promise.

most exciting-looking prospect was to click on the box in the bottom right ‘Our plan. Read about Chrysler Group LLC’s exciting plans for the future. Learn more.’ That was very small type and a very low-key position for Chrysler Group LLC’s exciting plans for the future. But they had me at ‘exciting.’ I wanted to learn more. I couldn’t. It wouldn’t let me. And I tried precision clicking in every way possible.

Step 3: Offer no interactivity that gets a user closer to a transaction except for a generic car configurator tool.

So I went to ‘The Chrysler Experience’ instead, where I encountered a

Step 4: Cut and paste brand logo in top left corner.

Community’ is presented in a way that makes you feel that that’s the last

Step 5: Click on ‘Quit browser’ call-to-action button. Enough said.”

large amount of stuff, none of which told me what that experience was, and all of which left me to find my own way into it. Oh, Chrysler also urges you to ‘Share.’ ‘How to share with the Chrysler thing you want to do.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: chrysler

dodge Like parent Chrysler’s, the Dodge site excels at greasing the wheels for a dealer handoff, but it hits the skids on brand translation. Facebook is the focus of the brand’s social media efforts: its page has attracted more than 20,000 fans and posts links, polls, and other features daily.

Owner: Chrysler Group LLC Rank: 23 Digital IQ: 100 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

The Dodge Boys Red Zone sweepstakes microsite draws significant traffic, suggesting Dodge is meeting its online customer’s desire for promotions. Additional off-platform interactive efforts are scarce.

SPOTLIGHT ON MOBILE Mobile Score: 2

The Dodge Caliber Beats iPhone application earns respectable reviews but suffers limited downloads. The Dodge site fails to load on a mobile device.

>> DODGE BOASTS ALMOST DOUBLE THE SITE TRAFFIC OF SIBLING CHRYSLER. <<

PREMIUM ENTRY-LEVEL BRANDS: dodge

FLASH OF GENIUS

“RED LETTER DODGE” BLOG Dodge’s “Red Letter Dodge” blog is the brand’s social media hub. Fans can access the latest Dodge blog posts, participate in Dodge polls, and connect with the brand through Flickr feeds and Facebook content. The site attracts 8,000 to 10,000 unique visitors monthly.

>> DODGE IS RANKED SIXTH AMONG ALL BRANDS FOR NUMBER OF DIGG MENTIONS. <<

PREMIUM ENTRY-LEVEL BRANDS: dodge

SEO ANALYTICS 1

Organic Keywords

dodge

dodge trucks

dodge challenger

dodge caliber

dodge.com

Upstream Sites

google.com

yahoo.com

pointroll.com

aol.com

dodgedealer.com

Downstream Sites

google.com

yahoo.com

facebook.com

aol.com

dodgeredzonesweeps.com

Audience Also Visits

dodgeboysredzonesweeps.com

mopar-accessories. com

techauthority.com

dodgedealer.com

gltghostling.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

22,613

Page features Dodge models and the Dodge Red Boys racing team; includes links, photos and videos, limited conversations with fans.

Facebook

Dodge

Twitter

No Brand Account

N/A

FowlerDodge, an Oklahoma City dealership’s account, boasts the highest non-brand-affiliated following.

YouTube

DodgeChallenger1

926

Product information focused on the Challenger model.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 1

“Step 1: Cut and paste Web template from Chrysler

“Same old template. This time I could open the link

so consumers know they have no differentiating

for Chrysler’s exciting new plans, and I kind of

brand story or message.

wished I hadn’t.

Step 2: Offer no engaging type of brand experience

It turns out that you can download PDFs of 16

or story that supports the brand promise.

presentations. Yes, that’s right, nothing at all about

Step 3: Offer no interactivity that gets a user closer to a transaction except for the generic car configurator tool.

what those exciting new plans are on the site communicated through—hey, what the hell—maybe a concise paragraph or some fun, vibrant video. Sixteen separate presentation PDFs. To be down-

Step 4: Cut and paste brand logo in top left corner

loaded by you. Alongside those PDFs, the brand

Step 5: Click on “Quit browser” call-to-action button

exhorts ‘Follow us on Twitter.’ I think not.”

It is Groundhog Day.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: dodge

subaru As one of “America’s Hottest Brands,” Subaru could do more to leverage its brand equity and strong customer base online. The brand boasts great site traffic, but visitors are left underwhelmed by poor technology integration.

Owner: Fuji Heavy Industries Rank: 28 Digital IQ: 92 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

An attempt to excite customer enthusiasm, the brand’s unique “My Subaru” page feeds owner stories into model specs. The brand’s other nods to its online community include a presence on all major social media platforms.

>> THE UNOFFICIAL SUBARU FACEBOOK FAN PAGE HAS AMASSED MORE THAN 20,000 FANS. <<

PREMIUM ENTRY-LEVEL BRANDS: subaru

FLASH OF GENIUS

MY SUBARU “Owner Spotlight” content on the “My Subaru” section of the site includes owner stories and pictures. Unlike other brands, which separate user-generated content from model specs, Subaru integrates dialogue into featured vehicle content.

SPOTLIGHT ON MOBILE Mobile Score: 2

Subaru used iLoop Mobile’s mFinity platform to deploy a multimodal mobile campaign that integrated SMS, mobile Internet and Web promotion. The WAP site featured advanced graphic design and horizontal navigation, with Subaru mobile wallpapers, ringtones and video downloads. The site also offered SMS and e-mail alerts, picture galleries, WRX model and rally race info, as well as tell-a-friend viral marketing functionality.

>> SUBARU’S YOUTUBE SUBSCRIBERS GREW 33% FROM OCTOBER TO NOVEMBER 2009. <<

PREMIUM ENTRY-LEVEL BRANDS: subaru

SEO ANALYTICS 1

Organic Keywords

subaru

subaru forester

subaru outback

suburu

subaru impreza

Upstream Sites

google.com

yahoo.com

doubleclick.com

facebook.com

edmunds.com

Downstream Sites

google.com

yahoo.com

facebook.com

edmunds.com

youtube.com

Audience Also Visits

cars101.com

subaruforester.org

dealer.com

mazda.com

suzukiauto.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Subaru of America, Inc.

4,055

News, videos, and links to campaigns.

Twitter

subaru_usa

1,332

Links to news releases, Subaru content, other social networking content.

YouTube

Subaru of America

843

Channel has commercials and short films featuring Subaru vehicles.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 1

Aesthetics: 1 Messaging: 2

“I think I have seen this site before?

“Another completely standard-issue site.

Oh yes, I have… Mazda. They both have the same

Nothing distinctive about any of it. No sense of what

filter tool (but with slightly different criteria) that

makes Subaru different and desirable. And nothing

allowed me to slide a series of scales based on price,

whatsoever (that I could find, and I looked really

mpg, seating capacity, max cargo, and horsepower

hard) alluding in any way to the fact that Subaru,

and then populate the page with models that fit my

very laudably, has a highly effective gay-friendly

criteria. They either must have licensed the tool or

positioning and sales strategy.”

the same technologist implemented it, as I do not believe they are part of the same parent company? It wasn’t the prettiest tool but it was quite useful. And like Mazda, you could swap logos and the site would feel the same with no differentiation.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: subaru

mercury A quick glance at upstream and downstream sites for mercury vehicles.com gives insight into the brand’s biggest problem online and otherwise; it is so overshadowed by parent Ford that the brand never stands out alone.

Owner: Ford Motor Company Rank: 34 Digital IQ: 75 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

The site, although predictable, scores major IQ points for leveraging the intuitive, interactive, and purchase-oriented Ford template. However, beyond the safe confines of its personal Web property, Mercury is invisible online. The brand has zero social media presence and is arguably easier to find on Ford.com than on Google.

>> “FORD” SHOWS UP TWICE ON THE MERCURY HOME PAGE; “MERCURY” IS ONLY DISPLAYED THREE TIMES. <<

PREMIUM ENTRY-LEVEL BRANDS: mercury

FLASH OF GENIUS

THE FORD STORY The Ford Story is arguably the most sophisticated branded 2.0 site out there. Serving as the social media control center for Ford and affiliated Lincoln/Mercury brands, the site contains links to Ford’s many social media identities. The main page uses videos, blog posts, and Twitter feeds to share news about the Ford brands. Vehicle owners have the opportunity to share their stories, upload photos, and blog about the brands.

>> 18% OF TRAFFIC TO THE FORD STORY MICROSITE COMES DIRECTLY FROM FACEBOOK. <<

PREMIUM ENTRY-LEVEL BRANDS: mercury

SEO ANALYTICS 1

Organic Keywords

mercury

mercury mariner

mercury milan

mercury cars

mercury mountaineer

Upstream Sites

google.com

ford.com

yahoo.com

fordvehicles.com

lincoln.com

Downstream Sites

google.com

ford.com

yahoo.com

facebook.com

fordvehicles.com

Audience Also Visits

lincoln.com

onlinevehicle financing.com

webview.biz

ford.com

volvocars.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

No Brand Page

N/A

Limited branded content on Facebook.

Twitter

No Brand Account

N/A

Unable to locate any official or unofficial Mercury Twitter presence.

YouTube

No Brand Channel

N/A

Numerous Lincoln Mercury dealership channels.

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 3 Messaging: 4

“I am actually impressed with the Mercury site from

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 2 Messaging: 2

an interactive standpoint. I love the 360 degree click, drag, and rotate tool for each model and the way I was offered customization tools in the same experience. There was a consistent experience for each model, including beautifully shot video for the “exterior” section of each car. It felt very compact, and the entire

“That old template comes out again. The most compelling thing on

experience was held within the space of each model.

this site is Sync—which could

I wouldn’t put it on my best aesthetic design list, but I give credit to

more compellingly.”

Mercury for thinking about their consumers and what would be useful

have been demonstrated so much

to them when researching a vehicle. The site was more about each model and the brand than just price and selling. It was on the verge of a true test drive online.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM ENTRY-LEVEL BRANDS: mercury

PREMIUM Brand

Parent

Price Point Rank

Overall Rank

Digital IQ

IQ Group

Platform

Off-Platform Messaging

Social Media

SEO

Volvo

Ford

117

Gifted

Infiniti

Nissan

109

Average

Acura

Honda

108

Average

Buick

108

Average

Saab

Average

Ford

Challenged

Sichuan Tengzhong

Challenged

Category Average

3.6

2.7

2.9

2.7

Lincoln Hummer

Digital efforts in this category were generally uninspired and boilerplate. Volvo is the only brand to eke its way into the “Gifted” ranks, largely because of its multichannel Twilight campaign, which generated colossal social media growth. Digital initiatives in this category were dominated by parent companies. Most brands earned marks for leveraging technology and functionality from parent assets, but lost points for generic branding and lack of innovation. For example, Lincoln’s site received a boost from Ford’s excellent configurator, while Saab’s lost points for poor brand translation, overwhelmed by GM’s generic look.

PREMIUM BRANDS

volvo As Volvo moves to abandon its standard boxy design, its marketers are also stepping out of the box and moving into digital. The Swedish automaker, recently offloaded by Ford to Chinese company Geely, scores major IQ points for leading social media efforts.

Owner: Ford Rank: 14 Digital IQ: 118 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Innovative Facebook applications and documentary video content have led to astounding social media fan growth. The brand leveraged its recent Twilight: New Moon product placement with a microsite, Twitter content, and a YouTube channel. However, perhaps unsurprising for a brand built on a foundation of safety, its site is just that: way too safe.

SPOTLIGHT ON MOBILE Mobile Score: 3

Volvo sponsored content on Edmunds.com’s mobile site as part of the XC60 launch. Volvo’s site is not entirely mobilecompatible.

>> TWO OF THE TOP THREE PAID SEARCH PLACEMENTS FOR THE TERM “VOLVO” ON GOOGLE AND BING ARE VOLVO DEALERSHIPS. <<

PREMIUM BRANDS: volvo

FLASH OF GENIUS

TWILIGHT & TWITTER Razorfish’s November 2009 study, “Feed,” indicated that the top reason consumers follow brands on Twitter is for access to exclusive offers and promotions. Volvo’s XC60 launch attracted substantial Twitter followers as the brand tweeted puzzles from the “What Drives Edward” contest. Volvo incorporated tweets about the contest in an interactive YouTube ad.

>> THE MOST PROMINENT CALL TO ACTION IN THE VOLVO CONFIGURATOR IS A 1-800 NUMBER; ONLINE DEALER QUOTE DOES NOT INCORPORATE THE SPECS OF THE USER-CUSTOMIZED CAR. <<

PREMIUM BRANDS: volvo

SEO ANALYTICS 1

Organic Keywords

volvo

volvo xc90

volvo cars

volvo usa

volvo malaysia

Upstream Sites

volvo.com

google.com

youtube.com

itrack.it

doubleclick.com

Downstream Sites

google.com

youtube.com

facebook.com

yahoo.com

live.com

Audience Also Visits

volvo.com

lincoln.com

ipdusa.com

vw.com

mazdausa.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Volvo

7,881

Innovative content includes Drive Around the World game, C30 Personaliser and heartwarming S60 Blind Artist video.

Twitter

VolvoXC60

2,920

Primarily Twilight: New Moon sweepstakes tweets.

YouTube

VolvoCarNews

1,118

Brand leverages great documentary video with links to other social media and digital promotions; New Moon dominates XC60 Channel and provides links to enter giveaway.

FEATURED EXPERT:

TIMOTHY BRUNS

Founder & CEO | IfWeRanTheWorld.com

Executive Director of Creative

CINDY GALLOP Aesthetics: 1 Messaging: 1

Cheil North America

“It’s never a good sign when the brand’s New Moon

Aesthetics: 1 Messaging: 1

‘What Drives Edward,’ which brought this car marque to the attention of

promotion is the most interesting thing about the site. I applaud Volvo for an audience that would otherwise be likely to overlook it completely. But

“Pretty standard site, but intuitive

that literally is the most interesting thing about this site (which presum-

and useful. Nothing to write home

ably is why Volvo upfronted it).

about experientially. I did like the interactive virtual game testing your safety in the city by using your keyboard to demonstrate the automatic “City Safety” function of the XC60 model.

The New Moon promotion is authentically true to the brand’s decadesold ‘safety’ positioning, but that is not capitalized on in any meaningfully competitive and compelling way. The ‘Safety’ section is standardized, recessive, and a big missed opportunity. And the site itself is standard issue in format and navigation. The ‘Concept Lab’ looked interesting, but every time I tried to enter I got an error page, so eventually I gave up trying.”

I wish there were more interactive demos. But the design was clean. It felt like a credible brand. But nothing that stood out.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: volvo

infiniti Nissan’s premium brand is placing major bets on digital advertising, including a media buy on Hulu, an interactive campaign on the Yahoo! weather page, and a Twittorati sponsorship.

Owner: Nissan Motor Company Rank: 18 Digital IQ: 109 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Infiniti’s moves into social media include an interactive Facebook application, “Starplay,” and a new Twitter account,

Off-Platform Messaging

Social Media

SEO

InfinitiNews, but neither effort has attracted follower volumes on par with the brand’s premium peers. The brand’s site, while product- and purchase-oriented, is boilerplate.

>> INFINITI IS ONE OF THE FEW BRANDS IN ITS PRICE POINT WITHOUT A YOUTUBE CHANNEL. <<

PREMIUM BRANDS: infiniti

FLASH OF GENIUS

DEALER SITE VALIDATION Infiniti’s Internet Certified Retailer program recognizes dealerships that demonstrate exceptional digital marketing and customer service. The program gives dealerships an incentive to invest digitally and deliver the Infiniti brand promise throughout the online purchase funnel. These dealerships are recognized with a seal on the Infiniti brand site.

SPOTLIGHT ON MOBILE Mobile Score: 4

Infiniti’s July 2009 “Own the Sky” G37 campaign encouraged users to upload photos from their mobile phones for a chance to win prizes. The campaign also included an SMS component. The brand hosts a product-focused mobile site for smart phone users.

>> TWITTER HANDLE INFINITIUSA HAS MORE THAN 300 FOLLOWERS WITHOUT A SINGLE TWEET. <<

PREMIUM BRANDS: infiniti

SEO ANALYTICS 1

Organic Keywords

infiniti

infinity

infinity cars

infiniti financial services

infiniti cars

Upstream Sites

infiniti.com

google.com

yahoo.com

doubleclick.com

facebook.com

Downstream Sites

google.com

yahoo.com

facebook.com

aol.com

edmunds.com

Audience Also Visits

infiniti.com

acura.com

audi.com

lexus.com

newcarinsider.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

11,217

Page opens to “Inspired Lineup” content; Infiniti G Convertible Starplay application allows you to compose your own music through Facebook.

Facebook

Infiniti

Twitter

infinitinews

844

Brand initiates conversations about cars and Infiniti news.

YouTube

No Brand Channel

N/A

The Nissan channel houses some Infiniti content.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 1

Aesthetics: 2 Messaging: 3

“This site was like looking at and interacting with a

“Home page looks quite nice (by this time my personal

full color, glossy brochure you would take home from

bar was dropping like a limbo stick). Obligatory sea-

the showroom. I appreciated the use of stylized pho-

sonal references—snow-laden trees and ice.

tography and imagery, but it did not take advantage of the medium. The Internet gives brands an opportunity to allow a consumer to interact with them and do more than just click through pages. The convenience of shopping from my home versus visiting 30 different car showrooms in one day is appealing, but the online experience should be worth my while. The overall design of this site was fine. It wasn’t

Missed opportunities lay with the Infiniti M 2011 content and ‘Industry-first Technology’ section. The model’s Blind Spot Intervention System sounded great, but there was no detail or demonstration, and it could have been represented in an experiential way. Infiniti does invite site comments and asks for site rating, which at least shows willingness for feedback.”

bad, but it certainly wasn’t good. Again, no experience, no interactivity, no life.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: infiniti

acura Although Acura’s digital footprint lacks inspiration, the brand understands how to incorporate technology across Web media. A site highlight is the interactive showroom, which offers users an intimate experience with each Acura model, ease of navigation, and highquality visuals.

Owner: Honda Motor Co., Ltd. Rank: 20 Digital IQ: 108 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

The brand is present on all social media platforms, but has not attracted a substantial following. Mobile is a notable hole in Acura’s digital competence, but strength in search keeps this brand riding in the middle of the pack.

>> THE TWITTER ACCOUNT LINKED WITH ACURARATINGS.COM — A NON-BRAND-AFFILIATED 2.0 SITE — BOASTS NEARLY AS MANY FOLLOWERS AS THE BRAND-AFFILIATED TWITTER ACCOUNT. <<

PREMIUM BRANDS: acura

FLASH OF GENIUS

PRODUCT-LEVEL SOCIAL MEDIA Acura is one of the few brands that offers a Facebook pages for each model, which allows customers access information and discusses the brand at the product level. Users can link to model pages from the “Acura Vehicles” box on Acura’s parent page and from the “Favorite Pages” box on model pages. With more than 3,500 fans the TSX page boasts more fans than the Acura brand page.

SPOTLIGHT ON MOBILE Mobile Score: 2

Acura made a foray into mobile advertising with the 2006 RDX launch, but lacks a mobilefriendly site.

>> IN PAID SEARCH FOR THE TERM ACURA, INFINITI.COM COMES IN SECOND BEHIND ACURA.COM. <<

PREMIUM BRANDS: acura

SEO ANALYTICS 1

Organic Keywords

acura

acura mdx

acura tl

acura.com

acura dealer location

Upstream Sites

google.com

honda.com

yahoo.com

acurafinancial services.com

facebook.com

Downstream Sites

google.com

honda.com

yahoo.com

facebook.com

lexus.com

Audience Also Visits

audiusa.com

hondafinancialservice.com

infinitiusa.com

ahm-ownerlink.com

lexus.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Acura

2,682

The brand hosts a separate page for each model. The TSX page has over 3,500 fans—beating out the brand page. Brand posts promotions with partners such as W Hotels. Page includes links to Edmunds reviews.

Twitter

Acura_Insider

1,347

Tweets from Acura’s PR team.

YouTube

Acura

204

TV commercials and other content, including interviews with Acura designers.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 2 Messaging: 2

“The overall design and functionality is traditional,

“Compared with many other sites, the home page here

but stylish and clean. I like the use of rollover naviga-

was nice, clean, and relatively attractive, if standard

tion. It not only enticed me to engage but also gave me

issue and uninspiring. No clear sense of what Acura

more information as to what to expect in that particu-

stands for and what distinguishes it as a marque.

lar section.

Acura actually has interesting positioning for the

From an information design/user experience stand-

TSX: ‘This isn’t trust fund luxury. This is startup,

point, the use of video in each car model section was

do-it-yourself, gonna be the next big thing luxury,’

particularly interesting, as it wasn’t just repurpos-

which is potentially in tune with the times and could

ing a TV ad and slapping it online. Acura thought to

be leveraged, but no sign of that here.”

create relevant content specifically for the Web, and I applaud them for thinking about the content strategy of the Web property. However, was it the best creative use of videos? No. Nor was it interactive in any way. There is really no brand story that allows a user to understand what Acura stands for as a premium brand.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: acura

buick In a frequently told tale, Buick employs the standard GM template, yielding a cleanly organized site with a focus on customer service and a strong purchase orientation.

Owner: General Motors Rank: 20 Digital IQ: 108 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

What it scores in functionality, however, it lacks in inspiration.

Off-Platform Messaging

Social Media

SEO

The brand is making efforts with social media, famously admitting in August that overwhelming negative feedback on Twitter and other blogging sites led to the cancellation of an SUV model.

SPOTLIGHT ON MOBILE Mobile Score: 3

Mirroring the mobile strategy of most GM brands, Buick boasts a smart-phone compatible mobile site. Brand content and information are also included in GM iPhone app.

>> BUICK DOUBLED ITS TWITTER FOLLOWERS FROM MID-OCTOBER TO MID-NOVEMBER 2009. <<

ÂŠ L2 2010

PREMIUM BRANDS: buick

FLASH OF GENIUS

LACROSSE TWITTER Buick is integrating Twitter content onto its site, with an invitation to “Join the Conversation” and tweet from a link on the landing page. Users can see real-time comments from other site users and add their own comments through Buick’s site or Twitter. The brand’s Twitter efforts extend beyond the computer screen, as it hosts local “Tweet-ups” and other blogger outreach events.

>> UNIQUE VISITORS TO THE BUICK SITE HAVE MORE THAN DOUBLED YEAR-ON-YEAR. <<

PREMIUM BRANDS: buick

SEO ANALYTICS 1

Organic Keywords

buick

buick enclave

buick lacrosse

2010 buick lacrosse

buick lucerne

Upstream Sites

weather.com

google.com

yahoo.com

facebook.com

youtube.com

Downstream Sites

weather.com

google.com

yahoo.com

gm.com

facebook.com

Audience Also Visits

gmautobuilder.com

gmacfintools.com

cadillac.com

gmbuypower.com

gm.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Buick

4,165

Buick posts information about new models and campaigns, but content is flat and brand fails to generate conversation.

Twitter

Buick

294

Conversation includes tweet-ups and retweets from the design team and links to brand news.

YouTube

Buick

106

TV commercials, interviews with designers, and celebrities and PR media clips.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 3 Messaging: 4

Aesthetics: 3 Messaging: 3

“Even though this site had a traditional structure that

“Landing on the homepage you are instantly greeted

is not very appealing, the brand stayed true to its

with a snippet of music and film which dies away very

marketing line of, ‘Take a Look at Me Now.’

quickly, leaving you wondering, ‘What was that?’

Buick created a fairly intuitive, self-contained and interactive feature experience for each model. This is a step up for an American car company both experientially and conceptually. I was able to interact with

A bit of the TV commercial? (Yes.) Obligatory seasonal allusion: ‘It’s the most wonderful line of the year.’ Plus a LOT of small print—a common feature on a number of these sites.

highlighted components of the external and internal

The site boasts some nice graphics, but on the whole

features of the car and enjoyed video demonstrations

fairly standard. Again with some great missed oppor-

for each feature.

tunities buried in there, most notably the history and

Nicely done. I did take a new look at you Buick, and it has elevated my perception.”

heritage of Buick (yes, it is possible to redeploy it in a way that can drive contemporary appeal).”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: buick

saab Saab’s identity crisis on the Web reflects its crisis on the lots and demonstrates a one-size-fitsall approach that fails with digital branding. From car configuration to after-sales customer service, site users are constantly pushed from the brand’s platform to an umbrella GM site.

Owner: General Motors Rank: 29 Digital IQ: 91 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Both Facebook and YouTube pages have been abandoned in the wake of brand troubles, while tweets linking to crisis updates are a proverbial digital white flag.

SPOTLIGHT ON MOBILE Mobile Score: 3.5

Saab boasts one of the most attractive and userfriendly mobile sites. Brand content is included on general GM iPhone app.

>> WHILE SAAB NEW-VEHICLE SALES ARE DOWN 59% ANNUALLY, TRAFFIC TO THE BRANDED SITE HAS ONLY DECREASED 14% IN 2009. <<

PREMIUM BRANDS: saab

100

FLASH OF GENIUS

CHANGE PERSPECTIVE The Change Perspective microsite is the rare Saab digital real estate without an overbearing GM logo posted all over it. Beautifully designed and brilliantly executed, the site highlights the brand’s Swedish heritage. Stunning graphics and interactive features lead the user through a dialogue about Saab’s perspective on the challenges facing the auto industry, including safety and fuel-efficiency.

>> UNOFFICIAL TWITTER, SAABWARRANTY, RETWEETS, CONVERSES WITH USERS, AND HAS NEARLY TWICE AS MANY FOLLOWERS AS SAAB’S OFFICIAL TWITTER DOES. <<

PREMIUM BRANDS: saab

101

SEO ANALYTICS 1

Organic Keywords

saab

saab usa

saabusa

saab dealership locator

who makes saab

Upstream Sites

google.com

saab.com

gm.com

yahoo.com

gmautobuilder.com

Downstream Sites

google.com

gm.com

gmautobuilder.com

saab.com

doubleclick.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

13,943

Page hasn’t been updated since August 2009; limited content.

Facebook

Saab

Twitter

saabnewsroom

482

Glorified RSS feed — links to Saab news; no conversations.

YouTube

SaabCarsOfficial

273

Last video update was September 2009; videos include historic commercials from the 1960s, design features, and event footage.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 0

Aesthetics: 3 Messaging: 3

“This is a classic example of a car going through an

“Nice, perfectly adequate site with good, clean navi-

identity crisis once it has been purchased by a huge

gation, and I liked the Saab Newsroom ‘voices from

American car company. Having owned two Saab con-

around the globe.’

vertibles in my past, pre-American made, I truly loved my Saabs and was a huge loyalist. And then Saab lost its identity. Even their marketing started to become conventional.

But a huge missed opportunity to make the brand really stand out from the crowd by leveraging Saab’s aircraft heritage in a distinctive and compelling way. The ‘Born from jets’ history timeline video, and the

In their communications, I am invited to “change my

stunning concept cars, are all buried. Another tagline

perspective” at saab.com so naturally I was expecting

not delivered on: ‘Move your mind’ should apply to

an immersive, thought-provoking experience, and

‘Move and change your perception of what constitutes

also one that would regain my loyalty to the brand.

a car site forever.’”

But instead, I came to a typical, badly designed site for a car that has no personality or differentiation and literally was slapped on the parent company site template.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: saab

102

lincoln Lincoln scores platform points for its user-friendly, purchaseoriented Ford navigation template and configurator.

Owner: Ford Motor Company Rank: 32 Digital IQ: 80 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

But as the most luxurious of Ford’s three brands, the automaker suffers Platform from the parent’s emphasis on Web standardization. The only evidence of pure Lincoln digital content is the underwhelming and

Off-Platform Messaging

Social Media

SEO

seldom-visited Lincoln Lounge microsite. The brand is not present on any of the three major social media platforms, and its SEO efforts are feeble.

>> LINCOLN LOUNGE MICROSITE FEEDS TWITTER CONTENT FROM E-MAIL MAGAZINE URBANDADDY. <<

PREMIUM BRANDS: lincoln

103

FLASH OF GENIUS

FORD CONFIGURATOR Almost every brand offers a buildyour-own option on its site, but Ford pulls ahead of the pack with a configurator that leads the user nearly to the dealer lot. The build-your-own process is visual and user-friendly and guides the consumer through a logical sequence of decisions. As the user selects vehicle preferences, the configurator searches local dealership inventory for matches, while simultaneously adjusting monthly payment estimates. A clear call to action at the bottom of the screen allows the consumer to request a quote or see available local inventory at any stage in the configuration process.

>> ALMOST ONE QUARTER OF LINCOLN’S SITE TRAFFIC COMES FROM FORD.COM. <<

PREMIUM BRANDS: lincoln

104

SEO ANALYTICS 1

Organic Keywords

lincoln

lincoln navigator

lincoln mks

lincoln cars

lincoln mkx

Upstream Sites

google.com

ford.com

yahoo.com

pointroll.com

adtunes.com

Downstream Sites

google.com

ford.com

yahoo.com

fordvehicles.com

facebook.com

SOCIAL MEDIA

FEATURED EXPERT:

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com

Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

No Brand Page

N/A

Imitation page does not appear to be official. Very little outreach here, and last post was in April 2009. Limited content.

Twitter

No Brand Account

N/A

Limited presence.

were asleep.’”

YouTube

No Brand Channel

N/A

Several dealership channels.

SPOTLIGHT ON MOBILE

FEATURED EXPERT:

Aesthetics: 1 Messaging: 1

“As someone once said: ‘No one ever bought anything while they

Mobile Score: 3

October 2009 WAP site launch enhanced Lincoln’s mobile presence. Multichannel marketing efforts, including mobile Web banners, SMS campaigns and bar codes, drive mobile site traffic.

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 1 Messaging: 4

“Lincoln is trying to reach higher, and it achieves its goal somewhat in communications. Online, I give the brand kudos for creating a consistent interactivity and navigation experience for each car model: I can experience a 360-degree view of each car, with options to customize the model’s interior and exterior. A video intro for each model (with an option to skip) shows they are aspiring to deliver an immersive experience. The overall aesthetic and design was weak and felt very templatized. Had they reached just a little more, they could have had something. But again, kudos (especially to a huge American car brand) for reaching at all.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: lincoln

105

hummer Add poor digital aptitude to Hummer’s long list of problems. Strong multimedia content on its site, including the H3T “In the Open” videos, is overshadowed by a confusing interface that makes navigation difficult. Recently sold by GM to Chinese company Sichuan Tengzhong, the brand continues to leverage after-

Owner: Sichuan Tengzhong Rank: 36 Digital IQ: 71 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

sales customer service from its former owner. Although a link to Facebook from its site is a start, Hummer is nearly invisible on social media platforms. Unfortunately, online buzz is largely limited to chatter about the brand’s uncertain future.

SPOTLIGHT ON MOBILE Mobile Score: 1

Hummer teamed up with Mode Labs in Europe to create a branded mobile phone. Its flash-enabled site fails to load on a PDA.

>> HUMMER.COM IS ONE OF THE FEW SITES THAT EXPERIENCED MASSIVE TRAFFIC DECLINES IN 2009, POSTING A 60% DECREASE IN UNIQUE VISITORS. <<

PREMIUM BRANDS: hummer

106

FLASH OF GENIUS

LIMITING WINDOW SIZE Hummer is one of the only brands that showcases its site in a restricted Web window. The small size frames site content in a distinctive way, and embedded navigation links and scroll bars augment its industrial feel.

>> HUMMER PURCHASES SEARCH TERMS FROM GOOGLE AND BING. <<

ÂŠ L2 2010

PREMIUM BRANDS: hummer

107

SEO ANALYTICS 1

Organic Keywords

hummer

hummer h3

gas mileage for a hummer

general motors hummers

h3 hummer

Upstream Sites

google.com

hummereurope.com yahoo.com

gm.com

hummermexico. com.mx

Downstream Sites

google.com

hummereurope.com yahoo.com

hummermexico. com.mx

gm.ca

Audience Also Visits

motortrend.com

autoblog.com

dodge.com

autodiscountgroup. com

cars.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

1,552

New page is dominated by links. Unofficial page from an enthusiast seeking donations to buy a Hummer attracts more fans.

Facebook

Hummer

Twitter

No Brand Account

N/A

Unofficial HummerWarranty account from Dan Vaden Motors has more than 700 followers.

YouTube

No Brand Channel

N/A

Limited dealer channels.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 2 Messaging: 2

Aesthetics: 4 Messaging: 2

“I really wish whoever designed the visual graph-

“When you say ‘Like nothing else’ you’d better deliver

ics on the Hummer ‘Game On’ TV spot had designed

on it. Not quite, in this case. And when you make a bold

the site. I was expecting the site to take on the same

statement like, ‘New era. Same commitment’ and invite

look, feel, and behavior. But it didn’t. The site was

the visitor to read more, it’s more fun if the link doesn’t

definitely more industrial looking, which is unique to

just take you to a press release.

the Hummer brand. The rest left a lot to be desired visually and experientially.

The look and feel is Hummer-like in styling, but the site itself is not particularly revolutionary. And when

I did appreciate the attempt to create a build-your-

you’re checking out the 2009 H3 Alpha, it would be

own Hummer tool with a brand tone. But the look

good if the video you’re invited to click on doesn’t turn

and feel got in the way of its actual intuitiveness from

out to be headed ‘2008 H3 Alpha’ and doesn’t start

a user experience standpoint. In fact, it was confus-

with the words ‘Coming in 2008.’ Just seems a teensy

ing. This site should scream testosterone! But like all

bit like no one’s working on the monitoring, updating

of the automobile sites I have visited, convention and

and upkeep of the site.”

sameness wins over.”

For more about your brand’s Digital IQ, CONTACT US.

PREMIUM BRANDS: hummer

108

LUXURY Parent

Price Point Rank

Overall Rank

Digital IQ

IQ Group

Platform

Off-Platform Messaging

Social Media

SEO

Volkswagen

157

Genius

BMW

142

Genius

Daimler AG

140

Genius

Toyota

128

Gifted

Porsche

119

Gifted

Cadillac

117

Gifted

Jaguar

Tata

Average

Land Rover

Tata

Average

Tesla

Feeble

Lotus

Feeble

Price Point Average

3.4

3.6

3.2

2.8

Brand

Audi BMW Mercedes-Benz Lexus

Our three Genius brands reside in the strongest category in this study, luxury. Top brands at this price point offer attractive and intuitive sites, useful iPhone apps, innovative digital advertising campaigns, and huge social media followings. Inspired efforts such as Audi’s A8 Facebook debut and the Mercedes mbrace mobile platform push the limits of the medium. Laggards include Tata’s Jaguar and Land Rover, brands whose marketing efforts suffered from company wide reductions in marketing spend, and independently owned and under resourced Lotus and Tesla.

LUXURY BRANDS

109

audi High accolades to our top brand, Audi, for creating a comprehensive digital experience that delights on every online channel. As our brand experts affirm, its site offers intuitive navigation and an elegant interface while maintaining a focus on commerce.

Owner: Volkswagen Group Rank: 1 Digital IQ: 157 Classification: Genius

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Strong across all social media platforms, Audi offers content tailored to the medium and has attracted large fan followings as a result. The brand recently used Facebook to solicit user feedback for its new concept car released at the 2009 Los Angeles Auto Show. With its debut of the A8, Audi also became the first automaker to provide sneak peeks on the popular social networking site.

>> AUDI RANKS FOURTH IN FACEBOOK FANS BEHIND LUXURY JUGGERNAUTS PORSCHE AND FERRARI AND COMPETITOR BMW. <<

ÂŠ L2 2010

LUXURY BRANDS: audi

110

FLASH OF GENIUS

TECHNOLOGY DEFINED OWNER SITE The Audi owners’ site features the “Technology Defined” section, which offers detailed video instructions explaining how to use the cars’ technology features. The videos are brief, informative, and visually relevant. Users can also access the videos while on-the-go by sending a text message from the Audi site to their iPhones, where the video loads after one touch.

SPOTLIGHT ON MOBILE Mobile Score: 5

Audi recognizes the power of engaging users via mobile, especially on the iPhone platform. Its second game application, “Truth in 24,” has positive user reviews and over 3.2 million downloads. The videoracing app challenges users to monitor fuel and tire pressure as they race at Le Mans. Audi’s other application, the “A4 Driver Challenge,” has received over 80,000 reviews on iTunes. Audi enthusiasts love Apple: according to Mobile Marketer, an astounding 95 percent of 2008 mobile site traffic to audiusa.com came from an iPod touch or iPhone.

>> THE BMWSAUBERF1TEAM HAS MORE THAN 8,000 TWITTER FOLLOWERS. <<

LUXURY BRANDS: audi

111

SEO ANALYTICS 1

Organic Keywords

audi

audi usa

audi r8

audi q5

audiusa

Upstream Sites

google.com

audi.com

yahoo.com

facebook.com

bmwusa.com

Downstream Sites

audi.com

google.com

yahoo.com

facebook.com

youtube.com

bmwusa.com

acura.com

porschedealer.com vw.com

Audience Also Visits audi.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

381,981

Interactive content is a mainstay, with features including livestreams of major announcements, polls, and links to the configurator, Audi e-tron, and Audi innovation pages on the brand site.

Facebook

Audi

Twitter

AudiUSANews

2,366

Brand views Twitter as a PR platform to broadcast news, new-vehicle releases, and events.

YouTube

The Audi Channel

1,287

Features original content including celebrities test-driving Audi vehicles in cities worldwide.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 4 Messaging: 4

“This is a car brand that understands how to utilize

“Clean, cool, attractive homepage. Navigation is

the digital space. The use of sublevel navigational

straightforward and easy with clearly flagged price

rollovers in the main menu is intuitive. The use of

and payment options. And it even provides highly

interactivity and sensorial elements, such as sound,

visible phone numbers for customer service contact.”

is consistent with Audi’s brand values. I particularly liked the build-your-own Audi configurator tool in each car detail section and the 360degree image tool to showcase the aesthetic details of each car model. From a pure design standpoint, there is nothing breakthrough, but overall it is an intuitive user experience.”

For more about your brand’s Digital IQ, CONTACT US.

LUXURY BRANDS: audi

112

bmw

Owner: BMW AG Rank: 2 Digital IQ: 142 Classification: Genius

BMW is evidence that a strong DIGITAL DASHBOARD: Overall online legacy can breed sophisticated digital intelligence. The German automaker has used the Web as a tool to enhance its brand since the heralded launch of Platform Off-Platform BMW Film. Eight years later the brand Messaging continues to produce on-message, innovative content while facilitating purchase and communicating with advocates on the edge of the network.

Online Performance

Social Media

SEO

Advertising campaigns such as the 1 Series Facebook launch and the “Expression of Joy” campaign include strong multichannel messaging and incorporate microsites, iPhone apps, and social media content. The brand has tremendous followings on Facebook and YouTube, and its site is clean and navigable—particularly impressive given its extensive product line.

>> WITH ALMOST 50,000 CHANNEL VIEWS FROM MID-OCTOBER THROUGH MID-NOVEMBER 2009, BMW TOPS ALL BRANDS WITH THE HIGHEST GROWTH IN YOUTUBE VIEWERSHIP. <<

LUXURY BRANDS: bmw

113

FLASH OF GENIUS

Z4 “EXPRESSION OF JOY” CAMPAIGN BMW’s “Expression of Joy” campaign to promote the Z4 incorporated a microsite, documentary film, iPhone app and Facebook page. The center of the campaign is a painting by artist Robin Rhode rendered with the wheels of a Z4 and colorful palette. The microsite features delightful video footage set to music so captivating that site enthusiasts were contacting BMW for recordings.

SPOTLIGHT ON MOBILE Mobile Score: 5

The iPhone is the leading mobile device among BMW drivers, with 37 percent penetration. The brand caters to its audience with a series of successful apps. The “BMW Z4” iPhone app received one million downloads within its first few weeks. Others include the “BMW F-1” racing app and the “BMW TV” app. BMW produces additional iPhone compatible media, including podcasts. Its mobile site is compatible with all smart-phone devices.

>> THE BMWSAUBERF1TEAM HAS MORE THAN 8,000 TWITTER FOLLOWERS. <<

LUXURY BRANDS: bmw

114

SEO ANALYTICS 1

Organic Keywords

bmw

bmwusa

bmw usa

bmw cars

bmwusa.com

Upstream Sites

google.com

bmw.com

yahoo.com

facebook.com

youtube.com

Downstream Sites

google.com

yahoo.com

facebook.com

bmw.com

ebay.com

bimmerspecialist.com

audi.com

audiusa.com

bimmerfest.com

Audience Also Visits bmwusa.com

SOCIAL MEDIA Name (Top Followers)

Facebook

BMW

Twitter

bmw_global

YouTube

BMW

# of Fans/ Followers/ Subscribers

Observations

405,645

Recently launched official page shows promise and inherited the hundreds of thousands of fans previously affiliated with unofficial efforts.

406

LPR news from BMW in Munich. Some dealer and unofficial handles have followers in the thousands.

4,810

Videos featuring new products, product design Q&A, and behind-thescenes commercial footage have attracted massive viewership.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 3 Messaging: 2

Aesthetics: 2 Messaging: 2

I came to this site with enthusiasm and brand loyalty

“Wow. What a letdown. This is BMW we’re talking

as an owner of this fine vehicle—only to be incredibly

about! Nothing about this site reflected my (high) ex-

disappointed in the experience. Yes, it has beautiful

pectations, until it sent me to bmw.tv, which met me with

photography and is designed nicely, although it was

sound and movement and instantly started feeling much

very standard in structure.

more like what I was looking for. Why not start there?

As I was navigating through the site, trying des-

The missed opportunities here were all buried in

perately to find something to appease my love and

‘Uniquely BMW,’ which is just a tab at the top of the

loyalty for this brand, I clicked on, ‘Test Drive’ as a

home page. WHY?

sublevel navigational element under each car model. Of course, I was expecting the online translation of, ‘The Ultimate Driving Machine’ and an experience, like most of their external communications that would

BMW describes itself in this section as: “Independent. Unmistakable. Unique. Admittedly, we’re not the typical car company.’

knock my driving gloves off. Again, thoroughly disap-

Then please, move away from the typical car company

pointed. What I got was data entry fields to make an

site. Because you could—so easily.”

appointment with a local dealer to test drive a model. Not that this kind of offering is bad, in fact it is smart—but it was a let-down experientially.”

For more about your brand’s Digital IQ, CONTACT US.

LUXURY BRANDS: bmw

115

mercedes-benz Like fellow German geniuses Audi and BMW, luxury carmaker Mercedes-Benz showcases its digital savoir-faire across nearly every online platform. Its site employs great technology and balances the competing demands of brandbuilding and purchase orientation.

Owner: Daimler AG Rank: 3 Digital IQ: 140 Classification: Genius

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Microsites such as The Object of Desire for the E-Class coupe are beautifully done and leave no question about the target audience. The brand is well-served by its social media messaging and ranks among the top 10 in follower count on Facebook, YouTube, and Twitter. Mercedes-Benz mobile tops the industry, balancing functionality, advertising, and in-car mobile technology.

>> MERCEDES-BENZ RANKS 2ND IN ABSOLUTE FAN GROWTH ON FACEBOOK, ADDING NEARLY 50,000 FANS FROM MID-OCTOBER TO MID-NOVEMBER 2009. <<

ÂŠ L2 2010

LUXURY BRANDS: Mercedes-Benz

116

FLASH OF GENIUS

MBRACE MOBILE PLATFORM Mercedes new mbrace mobile platform acts as an app store for your car. Integrated into all 2010 models, the platform gives drivers remote access to vehicle features, including alarm activation, vehicle finder, and power locks, from a smart phone. The voice-operated system has capabilities identical to GM’s “OnStar” communications software, but migrates functionality directly to the driver’s mobile phone.

>> MERCEDES-BENZ DEALER SITES RETAIN SIMILAR ARCHITECTURE, WHICH INCLUDES MB FINANCIAL TOOLS, CONFIGURATOR, AND ONLINE CHAT. <<

LUXURY BRANDS: Mercedes-Benz

117

SEO ANALYTICS 1

Organic Keywords

mercedes benz

mercedes

mbusa

mercedes benz usa

benz

Upstream Sites

google.com

yahoo.com

mercedes-benz.com

mercedes-amg.com

bmwusa.com

Downstream Sites

google.com

yahoo.com

mercedes-amg.com

facebook.com

youtube.com

bmwusa.com

audi.com

mercedescenter.com

performanceproduct 4benz.com

mercedes-benz.

Audience Also Visits com

SOCIAL MEDIA Name (Top Followers)

FEATURED EXPERT:

# of Fans/ Followers/ Subscribers

Observations

TIMOTHY BRUNS

185,405

Page has grown tremendously without a lot of innovative content. Brand posts nearly daily; a lot of SLS-AMG information.

Cheil North America

Facebook

Mercedes-Benz

Twitter

MB_Museum

2,544

Pictures, retweets and conversations in German and English about the museum and its classic cars. MercedesBenz_TV also has a twitter handle.

YouTube

Mercedes-Benz TV

3,066

Brand also boasts Mercedes-Benz USA and Mercedes-Benz Fashion Week channels.

Executive Director of Creative

Aesthetics: 2 Messaging: 1

“This site looked very sophisticated in design and feel. But it lacked a brand story or interactivity beyond

FEATURED EXPERT:

the customization tool that seems

CINDY GALLOP

to be the cost of entry for every car

Founder & CEO | IfWeRanTheWorld.com

site. I liked the tool and thought it

Aesthetics: 2 Messaging: 4

was very easy to use but it lacked the WOW I expect from such a

“Disappointing. Very. An extremely prestigious brand with an extremely standard site. The missed opportunities are in the ‘Only Mercedes-Benz’ section, especially in ‘Advanced Technologies.’ Night-view assist, rear-view monitor—could be deployed so much more compellingly.”

premium brand. There were no compelling, sensorial elements, such as video or sound design, to reinforce the brand values of engineering, performance, and design. When I clicked to view the car

SPOTLIGHT ON MOBILE Mobile Score: 5

Mercedes-Benz was one of the earliest adopters of mobile marketing and boasts several iPhone applications with advanced functionality, including financial services access, product showcases, and gaming. The mbrace mobile platform integrates smart-phone technology with automobile functions.

models, it was like I was taken to a visual directory or yellow pages. It was very disappointing overall.”

For more about your brand’s Digital IQ, CONTACT US.

LUXURY BRANDS: Mercedes-Benz

118

lexus From subtly branded media clips on the L Studio microsite to e-chat services tailored to those interested in its hybrid vehicles, this luxury brand hits the right tone on the Web. Lexus understands the importance of multichannel brand and model-level marketing. Recent vehicle launches have incorporated a combination of interactive digital and mobile efforts that do more than merely compliment traditional advertising. Its site is functional and visual, and is refreshingly different from parent Toyota’s.

Owner: Toyota Motor Corporation Rank: 8 Digital IQ: 128 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Although present on all major social media platforms, Lexus hasn’t matched the innovation or the follower count of its more socially adept peers: Audi, BMW, and Mercedes-Benz.

>> LEXUS MAGAZINE’S ONLINE COMPONENT FEATURES TRIPS, CULTURAL EVENTS, AND NEW VEHICLE INFORMATION FOR LEXUS OWNERS. <<

LUXURY BRANDS: lexus

119

FLASH OF GENIUS

LEXUS HYBRID MULTICHANNEL MARKETING Lexus uses a variety of digital media channels to educate consumers on its hybrid models. The brand site features interactive videos, detailing hybrid mechanics and design, as well as dedicated e-chat services. Complementing site content is the Lexus Hybrid Living microsite, which builds an online community around luxury, design, and eco-consciousness. The site highlights restaurants, spas, hotels, and retailers that echo the Lexus ethos and has a dedicated Facebook fan page. The hybrid model, LF-Ch, has its own Twitter handle.

SPOTLIGHT ON MOBILE Mobile Score: 4

Lexus has a solid mobile site where users can find a dealer and locate product information. The brand recently advertised the HS hybrid model on MSNBC’s iPhone app.

>> THE NUMBER OF VIDEO VIEWS ON THE LEXUS YOUTUBE SITE INCREASED ALMOST 60% MONTH-ON-MONTH FROM OCTOBER TO NOVEMBER 2009. <<

LUXURY BRANDS: lexus

120

SEO ANALYTICS 1

Organic Keywords

lexus

lexus.com

lexus hybrid

lexus hs

lexus suv

Upstream Sites

google.com

yahoo.com

doubleclick.com

cnn.com

facebook.com

Downstream Sites

google.com

yahoo.com

lexus-lfa.com

facebook.com

lexusfinancial.com

infinitiusa.com

lincoln.com

acura.com

audi.com

yourlexusdealer.

Audience Also Visits com

SOCIAL MEDIA Name (Top Followers)

FEATURED EXPERT:

# of Fans/ Followers/ Subscribers

Observations

48,240

Nothing innovative about the Lexus page. Wall includes links to news, features, and content but limited discussion.

Facebook

Lexus

Twitter

Lexus_LFCh

588

Links to information on new LF-Ch hybrid concept car, no retweets or conversation.

YouTube

Lexus

288

Commercials and product design videos.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 1 Messaging: 1

“Could have done so much more with the ‘Built by hand. Designed for the heart’ tag line. Nice home page, but the eye is

Executive Director of Creative | Cheil North America

inexorably drawn to the box pro-

Aesthetics: 3 Messaging: 3

claiming ‘Important information

“The featured car on the site—the hybrid—was incredibly interesting experientially. As I explored I was intrigued by the interactivity and navigational design that reinforced the ‘Someday’ concept throughout the brand’s communications. It was fun, and the detail that went into creating a model microsite with lots of interactivity was admirable. It was cool for cool’s sake, and I liked it. Maybe because it was unexpected? Maybe because it stood out as unique in the space? Maybe because it tried to be conceptual to the hybrid model? Maybe because it was just fun to play

regarding floor mat campaign,’ which turns out to be a safety advisory for potential floor mat interference with the acceleration pedal, not the number-one thing you want site visitors to be homing in on (or maybe the lawyers do, I don’t know).

with and kept me there longer than any other car site? I’m not sure. But it

The L Studio link took me to origi-

felt fresh and new. I wish Lexus had the same experience for all its models.

nal films and Web content, not quite

It was like I was exploring a completely different car company. The rest of

sure why and what the rationale

the site had very dated design and, frankly, was ugly.

was—but the link was buried at

I appreciate that each car model can have a different and unique selling proposition, but it should feel like it all comes from the same brand. Or maybe the rest of the site should have felt like this one car model experience? Unfortunately, I can’t give Lexus high marks because the hybrid model experience was somewhat buried in an ad-like promotion on the home page and had I just navigated through the top-level tabs, I would have missed it.”

the bottom of the home page with no indication of what it was, leaving me to click on it out of curiosity (I might just as easily not have). I was expecting more from a wellpositioned upscale car marque.”

LUXURY BRANDS: lexus

121

porsche The German carmaker checks the requisite boxes with strong product display and purchase orientation on its site. With such great brand DNA, however, Porsche can do better. The evidence is no clearer than on its Facebook page, where despite minimal brand involvement, more than half a million fans congregate, increasing to the tune of 5,000 a month.

Owner: Porsche Rank: 14 Digital IQ: 119 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

The Boxster Spyder microsite is a treat and demonstrates what this megabrand is capable of on the Web.

>> PORSCHE BOASTS THE HIGHEST PERCENTAGE OF REGULAR SITE VISITORS AMONG THE 44 BRANDS, WITH 31% OF VISITORS AND 65% OF VISITS ATTRIBUTED TO FREQUENT USERS. <<

ÂŠ L2 2010

LUXURY BRANDS: porsche

122

FLASH OF GENIUS

FEATURED EXPERT:

TIMOTHY BRUNS

THE “I CAN” MOBILE CAMPAIGN

Executive Director of Creative Cheil North America

Focused on affordability, Porsche’s early 2009 “I Can” campaign created major buzz in mobile marketing circles. Porsche used behavioral targeting software to place ads on Yahoo! and Weather.com’s mobile sites. Although mobile constituted only 10 percent of the digital budget, it generated 22 percent of the traffic, with click-through rates six times higher that rates generated by online display ads.

Aesthetics: 3 Messaging: 2

“There were elements of the Porsche site that started to entice me to engage with the brand, like the full-screen video ad and interactive pull-down red strap metaphor in the Boxster Spyder feature, but I got frustrated with all the pop-up windows as I navi-

FEATURED EXPERT:

gated through the site.

CINDY GALLOP Founder & CEO | IfWeRanTheWorld.com

I enjoyed the production values

Aesthetics: 2 Messaging: 2

and photography of the custom-

“This site was hugely, hugely disappointing.

one exterior color to the next I

ization tool. As I switched from

One of the most famous and desired car brands of all time does not have the sexiest, most desirable, ‘oozing product lust’ site of all time?! This is the car brand that should be giving Apple a run for its money in the ‘I love it, I want it, now—what does it do?’ stakes.

really felt like I could see what that color looked like in real life. It was almost hyper-real. But, overall, very standard design and

Clearly, effort had been made around the launch of the Boxster Spyder to

navigational structure as well as

get a bit of Porsche oomph into the site—but why not around the 911?!

pretty boring content.”

One of the biggest wasted opportunities I’ve seen. This brand is a popular culture gift—it has quite enough going for it on its own merits to be able to do far, far better than this in standing out from the crowd.”

SPOTLIGHT ON MOBILE Mobile Score: 4

Mobile component of “I Can” campaign was highly successful Porsche Panamera iPhone application, which provides a mobile magazine of the new model, has generated decent reviews.

>> PORSCHE’S TOP NON-BRAND AFFILIATED TWITTER USER, 89C4, TWEETS ABOUT HIS 1989 PORSCHE C4 AND HAS MORE THAN 2,000 FOLLOWERS. <<

LUXURY BRANDS: porsche

123

SEO ANALYTICS 1

Organic Keywords

porsche

porsche cayenne

porche

porsche panamera

porsche usa

Upstream Sites

google.com

yahoo.com

facebook.com

youtube.com

google.it

Downstream Sites

google.com

facebook.com

yahoo.com

youtube.com

adobe.com

pca.org

panamera.com

audi.com

audiusa.com

porschedealer.

Audience Also Visits com

SOCIAL MEDIA Name (Top Followers)

Facebook

Porsche

Twitter

PorscheNewsWire

YouTube

Porsche

# of Fans/ Followers/ Subscribers

Observations

549,533

Links to all models and Porsche Color Styler are highlighted on main page; brand posts links to videos and other content on wall.

434

Tough to tell if this one is official; all links are to Porscherelated content.

4,600

Channel features technology and development films, commercials, and behind-the-scenes footage.

For more about your brandâ&#x20AC;&#x2122;s Digital IQ, CONTACT US.

ÂŠ L2 2010

LUXURY BRANDS: porsche

124

cadillac Of all the GM brands, Cadillac is the most damaged from leveraging collective digital efforts. Although the clean, purchase-oriented GM Web template screams competence, it prevents Cadillac from unleashing the full power of its brand online. Its site feels down-market and boring compared to those of its luxury peers.

Owner: General Motors Rank: 15 Digital IQ: 117 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Cadillac thrives when it embraces its unique brand identity and engages with customers directly in its own voice via social media and search. But does a Cadillac owner really want to turn to a generic GM site for aftersales service? Interactive ads on NYT.com are a start—but one look at the innovative digital content coming from foreign luxury peers demonstrates that Cadillac really needs to step up its game.

>> CADILLAC’S SITE LINKS TO UNOFFICIAL BRAND-ENTHUSIAST SITES. <<

LUXURY BRANDS: cadillac

125

FLASH OF GENIUS

BEYOND THE BANNER AD Cadillac’s ad for the 2010 SRX provides an interactive product experience. After rolling over the ad, users can view six product images, a 360-degree product spin, and read press reviews. The ad also links to the product microsite, which has an edgier, more luxurious feel than Cadillac’s standard page. The ad featured on the New York Times home page in early December 2009, is demonstrative of the brand’s efforts to move beyond flat digital advertisements.

SPOTLIGHT ON MOBILE Mobile Score: 3.5

Cadillac content is included in parent GM’s news-oriented iPhone app. The brand also made an independent mobile entrée in November 2009 as the exclusive advertiser on Pandora on the new Android mobile device. Cadillac hosts a dedicated mobile site for smart-phone users.

>> CADILLAC’S FACEBOOK FAN COUNT RANKED THIRD IN ABSOLUTE GROWTH FROM OCTOBER TO NOVEMBER 2009. <<

LUXURY BRANDS: cadillac

126

SEO ANALYTICS 1

Organic Keywords

cadillac

cadillac cts

cadillac escalade

cadillac.com

cadillac srx

Upstream Sites

google.com

yahoo.com

gm.com

youtube.com

doubleclick.com

Downstream Sites

google.com

yahoo.com

gmautobuilder.com

youtube.com

gm.com

gmautobuilder.

gmacfinancialtools.com

lincoln.com

buick.com

gmbuypower.com

Audience Also Visits com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Cadillac

70,051

Cadillac frequently posts and feeds from Twitter. Leverages other social media content (GM blog, YouTube) through links on page.

Twitter

Cadillac

1,268

Fun lifestyle content alongside retweets from Cadillac fans and shoppers of competitor’s cars.

YouTube

Cadillac

1,443

Videos include TV commercials and some specialized content.

FEATURED EXPERT:

TIMOTHY BRUNS

Founder & CEO | IfWeRanTheWorld.com

Executive Director of Creative

CINDY GALLOP Aesthetics: 0 Messaging: 1

Cheil North America

“Um…I’m guessing that there’s a standardized GM

Aesthetics: 1 Messaging: 1

but the format is standard issue.

“The overall design features very rich darks and blacks that have some sex appeal and allow the car models to pop off the page. And, yes, Cadillac invests in the typical online tool that allowed me to configure my own choices when it came to features, interiors and exterior styles and colors. How-

Web development approach going on here? Home page looks quite sleek,

Here the missed opportunities were buried in ‘Lifestyle and Events’— another example, incidentally, of how many of these sites deploy marketing jargon raw and uncut. Do any of us actually think of our lives in terms of ‘Lifestyle and Events’? Similarly, headings that actually say ‘Cadillac social media’ and ‘The official blog of Cadillac’ are heavy-handed in the extreme. Missed opportunities for creating distinctiveness lie in the heritage section (presidential limo, great story), the ‘future/concept’ section, and the enthusiast sites—the real social media (although those ‘unofficial’ blogs looked distinctly official to me).”

ever, it failed in brand experience miserably.”

For more about your brand’s Digital IQ, CONTACT US.

LUXURY BRANDS: cadillac

127

jaguar

Owner: Tata Motors Rank: 26 Digital IQ: 93 Classification: Average

Although Jaguar shows signs of digital maturity with its 2008 XF mobile campaign and differentiated site aesthetics, the brand’s efforts are largely locked in adolescence.

DIGITAL DASHBOARD: Overall Online Performance

Its text-heavy site lacks interactivity. The brand’s configurator takes the user on an off-site journey to nowhere, and the lone call to action is to print a customized car. Jaguar’s Facebook page has reaped a large fan following, but YouTube and Twitter efforts are in their early stages.

Platform

Off-Platform Messaging

Social Media

SEO

SEO ANALYTICS 1

Organic Keywords

jaguar

jaguar cars

jaguar xf

jaguar dealerships in houston

jaguar.com

Upstream Sites

google.com

yahoo.com

tagworldwide.com

jaguar.ca

youtube.com

Downstream Sites

google.com

yahoo.com

tagworldwide.com

youtube.com

facebook.com

Audience Also Visits lincoln.com

acura.com

insideline.com

motortrend.com

livescore.com

>> JAGUAR’S SITE INCORPORATES NEITHER COMPARISON TOOLS NOR EXTERNAL REVIEWS. <<

LUXURY BRANDS: jaguar

128

FLASH OF GENIUS

MULTICHANNEL MOBILE CAMPAIGN

SPOTLIGHT ON MOBILE Mobile Score: 4

In addition to the 2009 SMS campaign, Jaguar’s 2008 XF campaign generated 15 million mobile Internet impressions and 85,000 unique visitors to its WAP site.

In early summer 2009, Jaguar ran a multichannel campaign to build its SMS database and drive foot traffic to dealerships. Calls to action in TV, online and mobile ads encouraged consumers to text Jaguar, and returning a message with the option to find a local dealer by texting back a ZIP code. Jaguar plans to use the database of more than 3,000 customers in future SMS marketing campaigns.

FEATURED EXPERT:

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com

SOCIAL MEDIA Name (Top Followers)

Facebook

Jaguar

Twitter

interactivejag / Jaguar_News

YouTube

Jaguar Channel

# of Fans/ Followers/ Subscribers

Observations

56,305

Links to all Jaguar models; wall posts include video and news links. Limited discussion.

334 / 703

Jaguar_News is no longer updated in an apparent handle switch—another example of Jaguar’s hesitation.

394

U.K. site has brand videos and promotes brand philanthropy campaign.

Aesthetics: 4 Messaging: 3

“Jaguar has a visually distinctive home page. I perked up considerably when I arrived at it. Look and feel is nice. Navigation is standard. But those videos of talking heads going on about various aspects of Jaguar’s design—guys, you’re talking to yourselves.”

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 1 Messaging: 1

“When the site opened, my first response was, ‘Sexy!’ But that is where it stopped. I am surprised that a brand that stands for seductive, stimulating, emotional engineering has a site does nothing sensorially to compel me to stay. All of the content is heavy on copy, light on experience. In fact, there is no experience except for a navigational element labeled, ‘experience.’ Once you go there, it is nothing but flat content. I do appreciate the attempt in this section to pull in lifestyle content relevant to the Jaguar driver, but experientially, it is a complete let down. There is no use of video or other sensorial elements that allow me to embrace this brand or this driving experience.”

>> JAGUAR’S YOUTUBE CHANNEL FEATURES ITS CAMPAIGN TO SUPPORT THE CHARITY NATIONAL SOCIETY FOR PREVENTION OF CRUELTY TO CHILDREN, WHICH WORKS TO PREVENT CHILD ABUSE. <<

LUXURY BRANDS: jaguar

129

land rover Land Roverâ&#x20AC;&#x2122;s strong site aesthetics and functional purchase-orientation tally above-average platform IQ points, but cost constraints from parent Tata have hindered radical digital innovation.

Owner: Tata Motors Rank: 27 Digital IQ: 92 Classification: Average

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

This hesitancy to commit is reflected in social media. Wallflower Land Rover stays out of the conversation, preferring a hashtag campaign to a robust corporate Twitter account and avoiding Facebook and YouTube altogether. The brand maintains a rich mobile heritage on the heels of investment by former parent Ford and recently committed to sponsor the Sports Illustrated app for iPhone and Blackberry.

Social Media

SEO

SEO ANALYTICS 1

Organic Keywords

land rover

range rover

range rover sport

landrover dealers

land rover 21075

Upstream Sites

landrover.com

google.com

yahoo.com

facebook.com

cars.com

Downstream Sites

google.com

landrover.com

yahoo.com

facebook.com

designyourlandrover. com

toyota.com

nissanusa.com

jeep.com

edmunds.com

Audience Also Visits landrover.com

>> AN INDEPENDENT BRITISH BLOG, LANDYZONE.CO.UK, MAINTAINS A TWITTER ACCOUNT WITH MORE THAN 2,000 FOLLOWERS. <<

ÂŠ L2 2010

LUXURY BRANDS: land rover

130

FLASH OF GENIUS

DEALER AND PROMOTIONAL HASHTAG CAMPAIGN

FEATURED EXPERT:

CINDY GALLOP

With the launch of its dealer and promotional hashtag campaign in April 2009 in conjunction with the New York Auto Show, Land Rover experimented with a new way to enter the social media conversation.

Founder & CEO IfWeRanTheWorld .com Aesthetics: 2 Messaging: 2

“A lot of good stuff here, but you

The brand incorporated hashtags into traditional marketing media, including billboards and taxi advertisements, employed a viral blogger and launched pay-per-tweet ads. Land Rover’s twitter hits were estimated at 300,000.

have to dig for it because it’s buried within a pretty standard template and navigation system. This is a brand that could be

SOCIAL MEDIA Name (Top Followers)

making so much more of its considerable credentials in the way

# of Fans/ Followers/ Subscribers

Observations

ronmental responsibility through

Facebook

No Brand Page

N/A

No official page; some fan-generated content but Land Rover is largely out of the conversation.

Twitter

landrovernews

801

Tweets include news and PR content.

YouTube

No Brand Channel

N/A

No U.S. channel; some dealer, enthusiast presence and a vibrant Brazilian channel.

SPOTLIGHT ON MOBILE Mobile Score: 3.5

Land Rover bought in early to iPhone advertising hype and ran mobile campaigns on the phone starting in 2007 and supported a high-end interactive WAP site. Recent mobile efforts include an ad campaign with Admob on demographically targeted mobile sites. Flash elements do not load on a PDA and U.S. mobile site has disappeared.

it presents online—from its enviits rugged, outdoorsy values to its highly sophisticated modern-day applicability (I was fascinated by the ‘Armoured Range Rover Sales’ section).”

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 3 Messaging: 3

“Though the site experience wasn’t that breakthrough, I liked how they treated the navigational system for each model: giving the user intuitive ways to explore each car, whether through beautifully shot and cropped images or video experiences. The visual design is clean and friendly. This overcompensates for the lack of brand story, and the small design and interactive elements were also nicely done. Did it encompass its brand values of durable, tough, powerful and adventurous? No. But it does have a nice design.”

>> EVEN THOUGH THE BRAND DOES NOT MAINTAIN A FACEBOOK PAGE, THE SOCIAL NETWORKING SITE IS A SIGNIFICANT SOURCE OF LAND ROVER’S UPSTREAM AND DOWNSTREAM TRAFFIC. <<

LUXURY BRANDS: land rover

131

tesla Perhaps it’s unfair to measure the marketing efforts of electric start-up Tesla against the world’s biggest advertising budgets. But if this Silicon Valley firm is going to reinvent the auto industry, it will need to focus on digital brand-building. Tesla’s site is as focused on educating and attracting investors as it is on direct consumer engagement. It lacks a product focus and chooses wordy rather than visual explanations to highlight innovative design and technology features.

Owner: Tesla Rank: 41 Digital IQ: 55 Classification: Feeble

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

For a brand that relies on wordof-mouth advertising and celebrity owners to build buzz, its social media efforts are off to a good start.

>> TESLA’S SITE GENERATES MORE TRAFFIC THAN HUMMER’S AND LAND ROVER’S COMBINED. <<

LUXURY BRANDS: tesla

132

FLASH OF GENIUS

REINVENTING THE DEALER CHANNEL? With fewer than 1,000 roadsters on the streets and only 13 dealerships across the U.S. and Europe, Tesla is in a unique position to develop a synchronous online channel. Although the brand doesn’t go as far as fellow inventory constrained Smart, which books paid reservations through its site, it does capture direct sales leads. Perhaps eBay isn’t the only platform that can sell cars on the Web?

SEO ANALYTICS 1

Organic Keywords

tesla

tesla motors

electric cars

tesla model s

tesla roadster

Upstream Sites

google.com

yahoo.com

youtube.com

wikipedia.org

facebook.com

Downstream Sites

google.com

youtube.com

facebook.com

taleo.net

yahoo.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

6,433

Page includes wall and media content and Tesla communicates daily and links to blog content.

Facebook

Tesla Roadster

Twitter

tesla_motors

555

Unsure if branded, but account has more than 500 followers without a single tweet.

YouTube

Tesla Motors

Only seven videos and no uploads in more than a year.

>> TESLA DOES NOT ENGAGE IN PAID SEARCH. <<

LUXURY BRANDS: tesla

133

FEATURED EXPERT:

TIMOTHY BRUNS

Executive Director of Creative | Cheil North America Aesthetics: 0 Messaging: 1

“Truthfully, I had not even heard of Tesla until I saw a TV ad demonstrating that it was all-electric, which piqued my interest as well as my excitement to visit the site. But I was let down by the experience or lack thereof.

FEATURED EXPERT:

CINDY GALLOP Founder & CEO IfWeRanTheWorld .com Aesthetics: 2 Messaging: 2

“The site for the newest entrant into the car market is super disap-

This site uses the traditional tab system that was introduced in the begin-

pointing, because they’ve simply

ning of Web design when we were still on dial-up modems, so users would

adopted the Web template/formula

understand the behavior and what the metaphor was meant to do, which

wholesale. For a car brand with

was like a file-folder system. And it was low in k size weight, which

the backing of some of the most

meant faster downloads. After users became familiar with this type of in-

prominent figures in Silicon Val-

terface, and we reached an era of high-speed connections and richer Web

ley (although its well-publicized

experiences, Web designers began to push the metaphor design and offer

troubles may have caused a bit of

unique navigational elements relevant to that particular brand. Some

drop-off there), and with revo-

brands were even known and recognized for their dynamic and iconic

lutionary intentions, this brand

buttons, bells, and whistles.

above all others should have epito-

Obviously, not Tesla. This site looks like it is stuck in the early ’90s. They did graduate to roll-over functionality in their exterior color choice tool,

mized the future in its presence online.

which gave me an ounce of hope. But when the experience stopped there,

It’s completely standard issue in

I was gone.”

every respect.”

SPOTLIGHT ON MOBILE Mobile Score: 1

Free product placement in a Blackberry ad scores Tesla a sympathy point.

For more about your brand’s Digital IQ, CONTACT US.

LUXURY BRANDS: tesla

134

lotus Evidence of the brand’s potential on the Web comes in the form of a questionably Lotus-affiliated Facebook fan page. Although the page hasn’t been updated since November 2008, its fan base grew 13 percent in November 2009, suggesting Lotus aficionados are online. Why is the brand ignoring them?

Owner: Lotus Rank: 43 Digital IQ: 43 Classification: Feeble

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Lotus’s dated, text-heavy, and haphazard site is its lone digital footprint as the brand is absent everywhere else. The site lacks basic commerce functionality (it indicates that finance and credit content will launch in 2009), and customer service is paltry, with few contact options.

>> IT TAKES THREE CLICKS TO LOCATE A LOTUS DEALERSHIP FROM EACH MODEL DISPLAY PAGE. <<

LUXURY BRANDS: lotus

135

FLASH OF GENIUS

DOES THE EVORA MICROSITE COUNT? Lotus’s digital brainpower is limited, and its most innovative efforts are average at best. The brand’s 2010 Evora model microsite moves beyond text-heavy charts and visually highlights vehicle features, such as seating and steering. Although gallery photos are small and video content poor, the user can listen to the roar of the legendary Lotus engine.

SPOTLIGHT ON MOBILE Mobile Score: 1

The Lotus site loads on a smart-phone.

>> APPROXIMATELY 6% OF USERS NAVIGATE TO YOUTUBE DIRECTLY FROM THE BRANDED SITE EVEN THOUGH LOTUS DOES NOT HAVE A CHANNEL. <<

LUXURY BRANDS: lotus

136

SEO ANALYTICS 1

Organic Keywords

lotus

lotus cars

lotus elise

lotus car

lotus cars usa

Upstream Sites

google.com

facebook.com

grouplotus.com

yahoo.com

google.ca

Downstream Sites

google.com

facebook.com

grouplotus.com

yahoo.com

google.ca

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Lotus

N/A

Unsure if this is an official brand page. Very limited activity and last post was November 2008.

Twitter

No Brand Account

N/A

Lotus Cars Twitter handle does not appear to be affiliated with brand but could be. Only 21 tweets, last was in October 2009.

YouTube

No Brand Channel

N/A

No channel, limited video content.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 1

Aesthetics: 3 Messaging: 2

“Lotus has an opportunity to break convention and

“Another brand where I had high expectations,

deliver a disruptive experience that screams out their

and another brand where I was disappointed.

brand story. Their unique design and competitive quality warrants the same experience online. But we get a standard site design with standard navigational structure and no experience whatsoever.

Poor video content. Missed opportunities; the Lotus brand heritage and the Lotus Performance Driving School. Particularly because eight pages of small, closely spaced type interspersed with the odd photo is

They are lucky the cars sell themselves, because the

not the way to display and impress with your

site has me in park.”

company’s heritage.”

For more about your brand’s Digital IQ, CONTACT US.

LUXURY BRANDS: lotus

137

ULTRA-LUXURY Parent

Price Point Rank

Overall Rank

Digital IQ

IQ Group

Platform

Off-Platform Messaging

Social Media

SEO

Ferrari

Fiat

128

Gifted

Bentley

Volkswagen

Challenged

Aston Martin

Feeble

Fiat

Feeble

Rolls-Royce

BMW

Feeble

Lamborghini

Volkswagen

Feeble

Category Average

2.8

1.8

2.0

1.5

Brand

Aston Martin Maserati

With Ferrari as a notable exception, the ultra-luxury category was an overwhelming disappointment. The in-person purchase process at this price point is high-touch and sensual, with attention to design, craftsmanship, materials, and customization. Unfortunately, the e-commerce experience does little to mirror this online. The category largely ignores digital advertising and social media, allowing big, unofficial communities to emerge. Huge followings and massive buzz demonstrate the vast potential for ultra-luxury marques to capitalize on strong brand equity by entering the conversation. Ferrari, with its excellent site and social media efforts, shows how ultraluxury brands can maintain an exclusive mantle while harnessing and monetizing the enthusiasm of online followers.

ÂŠ L2 2010

ULTRA-LUXURY BRANDS

138

ferrari Delivering a highly interactive brand experience on multiple online channels, this Italian automaker finishes laps ahead of its digitally challenged ultraluxury peers. Its site deftly balances aspirational multimedia content with purchase-oriented, informative product display.

Owner: Fiat S.p.A. Rank: 8 Digital IQ: 128 Classification: Gifted

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Site visitors can virtually test drive a customized Ferrari on the legendary Mugello circuit (sadly for PC users only). Discussion forums, virtual factory tours and a top-notch accessories store further cater to the automaker’s large community of online enthusiasts. Wildly successful with social media, Ferrari tops all brands in Facebook fans and YouTube subscribers.

>> FERRARI’S “ON-BOARD WITH MICHAEL SCHUMACHER” VIDEO HAS RECEIVED MORE THAN 1 MILLION VIEWS ON ITS YOUTUBE CHANNEL. <<

ULTRA-LUXURY BRANDS: ferrari

139

FLASH OF GENIUS

DRAWING REVENUE FROM ENTHUSIASTS Ferrari is finding ways to generate revenue from its enormous community of online fans. The fee for the Scuderia Ferrari Community’s premium content is 40 euros annually. That buys access to videos, media downloads, forums and event invitations. At $1.99, the highly-rated “Ferrari Sound” iPhone app includes the 458 Italia engine sound, ringtones, wallpaper and videos. The Ferrari e-commerce site has a wide range of merchandise, from surfboards to watches and dedicated customer service to please fans hungry for Ferrari-branded merchandise.

SPOTLIGHT ON MOBILE Mobile Score: 3

The brand’s “Ferrari Sound” iPhone app has received great reviews for the authentic engine rev. At $1.99, it’s the only branded car app that wasn’t free. In addition to brand efforts, more than 15 independent applications exist around the brand and its racing team.

>> THE MY_FERRARI TWITTER HANDLE FROM A SALT LAKE CITY-BASED MAN RAISING MONEY TO PURCHASE A FERRARI HAS ATTRACTED MORE THAN 5,000 FOLLOWERS. <<

ULTRA-LUXURY BRANDS: ferrari

140

SEO ANALYTICS 1

Organic Keywords

ferrari

ferrari 458 italia

ferrari clothing

ferrari.com

ferrari 458 italia configurator

Upstream Sites

ferrari.com

google.com

facebook.com

yahoo.com

youtube.com

Downstream Sites

google.com

facebook.com

yahoo.com

youtube.com

ferrariapproved. com

gm.com

caranddriver. com

insideline.com

internetautoguide. com

bentleymotors.

Audience Also Visits com

SOCIAL MEDIA Name (Top Followers)

Facebook

ferrari

Twitter

ferrariusa

YouTube

ferrariworld

# of Fans/ Followers/ Subscribers

Observations

677,325

#1 in Facebook fan count; brand posts racing news, video footage and photos.

120

Last tweet dates back to August 2009; following reflects that.

12,306

Channel scores points for strong branding and subscriber base.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative | Cheil North America Aesthetics: 2 Messaging: 2

Founder & CEO IfWeRanTheWorld .com

“I applaud Ferrari for tapping into the driver’s passion by offering a brand experience that kept me engaged and interacting with the site longer than any in the category. Why? Because Ferrari went beyond just offering me information about their brand. They allowed me to feel the brand. And I left understanding and believing in their brand promise of beauty, speed, and performance.

Aesthetics: 1 Messaging: 1

“You arrive at a vibrant homepage dominated by Ferrari red. My expectations were running high—I expected and seriously

The way they offered customization of the automobile felt true to its

wanted cutting edge.

sports car nature and was visually and intuitively engaging. Also, when

This should be the Ferrari of Web

I took a test drive, I actually felt like I was in the driver’s seat. It was the

sites. It’s not. The virtual tour is

next best thing to actually driving one. And it enticed me to desire one

good. The virtual race is good.

and possibly go and experience it for real.

But when you’re FERRARI….”

For more about your brand’s Digital IQ, CONTACT US.

ULTRA-LUXURY BRANDS: ferrari

141

bentley Bentley’s beautiful imagery and elegantly designed site are digital highlights. The brand has no shortage of fans online and should take a lesson from its more adept siblings, Volkswagen and Audi, and move beyond brochure-ware. Bentley is absent on social media platforms, forcing enthusiasts to embrace unofficial communities.

Owner: Volkswagen Group Rank: 35 Digital IQ: 72 Classification: Challenged

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

Although the brand has yet to make major moves into digital advertising or mobile, we’d welcome Bentley’s stunning photographs in our browser display and iPhone anytime.

>> THE BENTLEY CONFIGURATOR IS NOT COMPATIBLE WITH FIREFOX. <<

ULTRA-LUXURY BRANDS: bentley

142

FLASH OF GENIUS

BEST-IN-CLASS PHOTOGRAPHY Bentley’s use of photography— imagery, editing, and quality—is arguably the most visually stunning of all the brands reviewed. Large product images allow Web browsers to showcase every line, contour, and detail of each model from several exterior and interior angles, providing as close to an in-person product experience as a site can offer. Beautifully staged photographs complement the cars’ impeccable design.

SPOTLIGHT ON MOBILE Mobile Score: 1

The brand lacks mobile applications or mobile-integrated campaigns, although site is compatible with a smart phone.

>> BENTLEY DEALERSHIPS MAINTAIN A CONSISTENT SITE TEMPLATE. <<

ULTRA-LUXURY BRANDS: bentley

143

SEO ANALYTICS 1

Organic Keywords

bentley

bentley cars

bently

bentley continental gt

bentleycars.com

Upstream Sites

google.com

yahoo.com

wikipedia.org

bentleyconfigurator.com

facebook.com

Downstream Sites

google.com

bentleyconfigurator.com

facebook.com

yahoo.com

youtube.com

pickyourshoes.com

gucci.com

nike.com

nydailynews.com

Audience Also Visits ferrari.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

No Brand Page

N/A

No official page; unofficial page has limited content and user participation, and just under 3,000 followers.

Twitter

No Brand Account

N/A

Limited brand presence. British Bentley Car Hire account boasts more than 1,000 followers.

YouTube

No Brand Channel

N/A

Brand is absent from the platform. Disappointing because its site videos are a visual delight.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 0 Messaging: 0

Aesthetics: 3 Messaging: 3

“Sophisticated looking site. Nothing too extreme,

“Pretty standard, but well executed, with beautiful

but I felt it could feel/act even more prestigious given

photography. Could be summed up by how they

the reputation of the brand. I am not sure that if I

characterize the Bentley experience—‘You’re struck,

navigated through this site without seeing the logo

first of all, by the quiet.’ Possibly too much so.

I would feel it is Bentley. Very basic Web design.

The Charity Art Auction film was very slow with no

The site has great use of beautifully executed photog-

soundtrack. The Continental microsite was nice—

raphy in the detailed sections of car models as well as

visualization capability good. Also good on the ‘con-

a nice, clean, and elegant car configurator tool.

tact’ front—you can opt to call or to be called back.”

Messaging left a lot to be desired, I felt it could have more attitude and leverage its brand heritage more. I would have loved it if it had the same attitude as their print advertising.”

For more about your brand’s Digital IQ, CONTACT US.

ULTRA-LUXURY BRANDS: bentley

144

aston martin Like many of its ultra-luxury peers, Aston Martin takes a dolittle-poorly approach to digital. Its site is slow to load, difficult to navigate, and fails on basic product display. Microsites, including one-77.com and the DBS site, do a better job but are divorced from the site experience.

Owner: Aston Martin Rank: 38 Digital IQ: 66 Classification: Feeble

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

With more than 200,000 fans, its Facebook presence is evidence of a captive online audience, but Aston Martin has yet to converse with its base.

SPOTLIGHT ON MOBILE Mobile Score: 1

Aston Martinâ&#x20AC;&#x2122;s site loads on a PDA but the brand does not have a dedicated mobile interface. A 2005 collaboration with Nokia shows awareness of the platform, but recent U.S. marketing efforts have largely ignored the medium.

>> THE DBS MICROSITE FEATURES VIDEOS THAT CAN BE DOWNLOADED TO AN IPOD. <<

ÂŠ L2 2010

ULTRA-LUXURY BRANDS: aston martin

145

FLASH OF GENIUS

CONFIGURING CONFUSION? Sometimes there just is not brilliance to recognize. Given Aston Martin’s emphasis on customized cars and experience, the site configurator is unforgivable. Time-consuming to set up and unimpressive to experience, the tool requires a special plug-in with a 10-minute download. Once installed, the configurator offers a small, lowquality product image and barebones functionality. Furthermore, without electronic capture of the customized auto, neither the brand nor the user acquires potential sales information. The user’s only option is to download and print the customized specs. And because it is only compatible with Internet Explorer and Safari, Aston Martin’s configurator excludes the 20 to 30 percent of Web users on other browsers from the build-yourown experience.

>> DESPITE LIMITED CONTENT UPDATES, ASTON MARTIN RANKED 13TH IN ABSOLUTE FAN GROWTH ON FACEBOOK FROM OCTOBER TO NOVEMBER 2009. <<

ULTRA-LUXURY BRANDS: aston martin

146

SEO ANALYTICS 1

Organic Keywords

aston martin

aston martin vantage

aston martin vanquish

aston martin dbs

ashton martin

Upstream Sites

google.com

one-77.com

facebook.com

yahoo.com

youtube.com

Downstream Sites

google.com

one-77.com

youtube.com

astonmartinracing. com

facebook.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

Aston Martin

210,056

Brand participation is limited to media postings and links to racing news. Although user conversation is vibrant, brand does not appear to participate.

Twitter

No Brand Account

N/A

Twitter community focuses on racing team rather than consumer brand.

YouTube

No Brand Channel

N/A

Given referral traffic to brand site from YouTube, lack of channel is a missed opportunity.

FEATURED EXPERT:

CINDY GALLOP

TIMOTHY BRUNS

Founder & CEO | IfWeRanTheWorld.com Aesthetics: 0 Messaging: 1

Executive Director of Creative

“I was looking forward to this site, because I freely admit I’m biased. If I had the money, I would buy myself an Aston Martin (ideally a DBS Volante). So, the disappointment was even greater. This is a shockingly bad site for one of the ultimate luxury car brands. It’s completely uninspiring, the home page is dreadful, the photos are awkwardly posed, and—worst of all—this is one of the most badly written sites I have ever encountered for a brand. The section on ‘Company History’ is not only appallingly written, but carries TYPOS. On the site for a hugely expensive, luxury car marque!

Cheil North America Aesthetics: 1 Messaging: 1

“For a car brand that prides itself on distinctive values, this site hits rock bottom. It is not even nicely designed. There is zero interactivity and the brand makes no attempt to engage the user by way of

This entire site represents a huge wasted opportunity. The brand has a

storytelling. There are no consis-

fantastic heritage: James Bond’s original car choice. And, um, just looking

tent brand values carried through

vaguely like, you know, you really are a fantastically expensive, super-

on this experience. In fact, it is not

duper, luxury car brand. Someone at Aston Martin should be thoroughly

an experience at all. It is merely a

ashamed of themselves.”

printed brochure online.”

For more about your brand’s Digital IQ, CONTACT US.

ULTRA-LUXURY BRANDS: aston martin

147

maserati Low traffic, limited site content, and poor aesthetics place this ultra-luxury brand in the feeble category. However, the brand is not as Web-oblivious as some of its similarly positioned peers. The automaker incorporates great user-generated commentary in the “What You Said” section of its site, but the remarks are buried deep and are difficult to find. Similar strides in the “Passion” section offer owner, club, and heritage information; however, great content is overshadowed by poor presentation and technology integration.

Owner: Fiat S.p.A. Rank: 39 Digital IQ: 65 Classification: Feeble

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

SPOTLIGHT ON MOBILE Mobile Score: 2

In conjunction with a 2007 campaign, Maserati experimented with sending mobile video content to potential customers.

>> MASERATI IS ONE OF THE FEW AUTO BRANDS TO INCORPORATE ON ITS FACEBOOK PAGE LINKS AND PROMOTIONS TIED TO ITS ACCESSORIES STORE. <<

ULTRA-LUXURY BRANDS: maserati

148

FLASH OF GENIUS

DESIGN DRIVEN GARAGE CONTEST Maserati partnered with Architectural Digest to challenge users to design the best garage. Users uploaded photo entries of existing and conceptual dream garages and winners were selected by online voting. At its height this July, the contest site was receiving nearly as many unique visitors as Maserati’s U.S. domain.

>> MASERATIDEALERS.COM, A TOP UPSTREAM AND DOWNSTREAM REFERRAL SITE, REDIRECTS USERS TO THE GLOBAL BRAND SITE. <<

ULTRA-LUXURY BRANDS: maserati

149

SEO ANALYTICS 1

Organic Keywords

maserati

maserati usa

design your own maserati

a6g 2000 manual

maserati gran cabrio price

Upstream Sites

google.com

yahoo.com

facebook.com

maseratigrancabrio.com

maseratidealers. com

Downstream Sites

google.com

facebook.com

maseratidealers.com

youtube.com

maseratigran cabrio.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

52,895

Page features link to Maserati store. Wall also includes promotion codes for store discounts. The Gran Cabrio configurator is featured.

Facebook

Maserati

Twitter

No Brand Account

N/A

Very few Twitter accounts feature Maserati brand name.

YouTube

Maserati Channel

330

Commercials, lifestyle content, and racing videos.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 0 Messaging: 0

Aesthetics: 3 Messaging: 3

“WOW! Wow. wow. Embarrassing for Maserati—

“A disappointment, again due to high expectations

known for its Italian heritage, its racing personality

set by perception of brand. Navigation is awkward.

and its performance—to deliver what looks like an

‘Web special’ took me to the car. (More jargon, by the

American-made car company site. It actually looks

way. ‘Web Special’ is meaningless to the customer.)

like a corporate site for an insurance company.

‘Experience more’ meant a pop-up menu. Within that,

So disappointed. Make it big and make it loud. This is truly an awful site and consumer experience.”

Maserati has tried to build experiential components into their site like the ‘Feel every sound’ section, for example, but hasn’t executed them creatively enough.”

For more about your brand’s Digital IQ, CONTACT US.

ULTRA-LUXURY BRANDS: maserati

150

rolls-royce Like its renowned cars, RollsRoyce’s site scores top style points. But opulent Web brochureware will only take the brand so far, and when it comes to engaging users and developing e-commerce capabilities, the brand falls flat. Although customization is part of every RollsRoyce purchase, the brand is one of only three sites without a configurator. The brand is absent from social media and does not appear to engage in paid search.

Owner: BMW AG Rank: 40 Digital IQ: 63 Classification: Feeble

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

SPOTLIGHT ON MOBILE Mobile Score: 2

Traditional site loads on a mobile device and brand has a dedicated mobile site for European phones.

>> IT TAKES SIX CLICKS TO DRILL DOWN TO SPECIFIC DEALER INFORMATION ON THE ROLLS-ROYCE SITE. <<

ULTRA-LUXURY BRANDS: rolls-royce

151

FLASH OF GENIUS

SITE AESTHETICS Our Brand Translation experts said it all: the site is gorgeous.

>> TRAFFIC TO THE ROLLS-ROYCE SITE HAS INCREASED 81% ANNUALLY. <<

ULTRA-LUXURY BRANDS: rolls-royce

152

SEO ANALYTICS 1

Organic Keywords

rolls royce

rolls royce phantom

rolls royce cars

rolls royce ghost

rolls-royce

Upstream Sites

google.com

rolls-royce.com

facebook.com

yahoo.com

wikipedia.org

Downstream Sites

google.com

wikipedia.org

youtube.com

bentleymotors. com

facebook.com

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

No Brand Page

N/A

Page (if brand-affiliated) has no posts, very limited photos, and extremely limited content.

Twitter

No Brand Account

N/A

Although some imitation accounts have stolen the brand logo, none has a significant following.

YouTube

No Brand Channel

N/A

Several imitation channels.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 5 Messaging: 3

“This was one of the prettiest, most sophisticated car

“High marks to Rolls-Royce for a classic, not particu-

sites I have experienced in the luxury car space. The

larly future-forward site that is nevertheless simple,

design is so clean and elegant. I think it is easier to

clean, features beautiful films, reinforces the brand’s

create a cleaner look when you only have a few mod-

position in the marketplace and popular perceptions

els to showcase. I particularly loved the use of sub-

thereof, does the product justice in its presentation,

level ‘accordion’ interactivity with the features and

and radiates class.

options all contained within the same space.

Beautifully understated, nicely done.”

This site captures the ultra-luxury and royalty essence of the brand. Was it the most immersive experience? No. But it lived up to its reputation in design and detail.”

For more about your brand’s Digital IQ, CONTACT US.

ULTRA-LUXURY BRANDS: rolls-royce

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lamborghini What is there to say about the brand that comes in dead last? Not much, except there is nowhere to go but up. Although small glimmers of digital competence can be teasedout from its haphazard site and unofficial social media buzz, this Italian brand’s efforts to date are nothing short of disaster.

Owner: Volkswagen Group Rank: 44 Digital IQ: 31 Classification: Feeble

DIGITAL DASHBOARD: Overall Online Performance

Platform

Off-Platform Messaging

Social Media

SEO

It takes five mouse clicks to even see a vehicle and another seven to locate a dealership. Only one of the U.S. dealerships has a link from the parent site. Given Lamborghini’s enormous brand equity, will it rise to the occasion online?

SEO ANALYTICS 1

Organic Keywords

lamborghini

lamborghini.com

lamborghini gallardo

create a custom ride

lamborghini x concept

Upstream Sites

google.com

adobe.com

ferrariworld.com

youtube.com

visit-lamborghini.com

Downstream Sites

google.com

youtube.com

visit-lamborghini.com

adobe.com

ferrariworld.com

kia.com

nissanusa.com

subaru.com

hyundaiusa.com

Audience Also Visits suzuki.com

>> THE UNOFFICIAL LAMBORGHINI FACEBOOK GROUP HAS MORE THAN 250,000 FANS. <<

ULTRA-LUXURY BRANDS: lamborghini

154

FLASH OF GENIUS

LANDING PAGE As both our experts attest, Lamborghini’s entry page is a compelling hook, hitting users in the face upon entry with the challenge, “Ready to ride?” and an image of a cowboy riding a bucking bull. The excitement and anticipation generated by the page is the perfect portal to an absorbing brand experience—if the site could only deliver on its promise.

SPOTLIGHT ON MOBILE Mobile Score: 1

Lamborghini’s mobile efforts are limited to its release of a cobranded phone with Tag Heuer. Site is not PDA compatible.

SOCIAL MEDIA Name (Top Followers)

# of Fans/ Followers/ Subscribers

Observations

Facebook

No Brand Page

N/A

Large unofficial communities but nothing from the brand.

Twitter

No Brand Account

N/A

LamborghiniClub unaffiliated account is maintained by the Lamborghini Club of Los Angeles and has more than 1,000 fans.

YouTube

No Brand

N/A

Several unofficial and imitation channels.

FEATURED EXPERT:

TIMOTHY BRUNS

CINDY GALLOP

Executive Director of Creative Cheil North America

Founder & CEO IfWeRanTheWorld.com

Aesthetics: 1 Messaging: 1

Aesthetics: 3 Messaging: 2

“Damn, when I was first greeted on the home page

“On first arrival at the home page, this site looked

with a visual of a bull rider and an invitation that

very promising, in line with expectations. Nice styl-

read, “Ready to ride?” my blood started pumping as I

ing and statements—the ‘Ready to ride?’ entry point

clicked, “YES.” And then when it asked me if I wanted

was nice, the ‘Every weapon needs a master’ line was

to view in full screen, I thought I was in for the ride of

nice—but navigation proved to be extremely clunky,

my life. What a disappointment! Don’t do that to me

with way too much clicking required to get anywhere

and then offer me nothing.

and back again, and links that didn’t seem to go any-

There were no compelling elements whatsoever. No video. No interactivity. No experience. Which would

where. Surprisingly low on effective use of images or video for a brand that absolutely demands them.”

have at least been okay (not acceptable, but okay) if you hadn’t enticed me in the beginning with a call to action like that. Bad Italians!”

For more about your brand’s Digital IQ, CONTACT US.

ULTRA-LUXURY BRANDS: lamborghini

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