eValue Report: The Canadian Automotive Sector
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A division of Parta Dialogue Inc. symbol: TSXV : PAD eValue ™ ©2012 All rights reserved www.evaluesuite.com A special eValue™ report The Canadian Automo/ve Sector Measuring social media efficiency as of June, 2012
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This report on the Canadian Automotive Sector was created using outputs from the eValue™ Social Media ROI Suite. This report is for promotional use only and should not be used a reporting tool. All data is current as of June 11th, 2012. Accounts included in the report were chosen based on sales volume for the month of May. All accounts are associated with the corresponding brand and specific to Canada. The exception to this is the Ford Facebook account which is the international account. Weekly reports will focus on a variety of industries and topics. To make a suggestion for a future report or to keep up to date, follow us on twitter @EngagementLabs To learn more about the eValue™ Suite or to sign up, go to www.eValueSuite.com
Transcript of eValue Report: The Canadian Automotive Sector
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
A special eValue™ report
The Canadian Automo/ve Sector Measuring social media efficiency as of June, 2012
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
About eValue™
The eValue™ Social Media ROI Suite is a set of so9ware as a service tools designed to calculate the performance of corporate social media campaigns by comparing natural (earned) engagement behavior of online communiCes against the paid promoCon and management efforts deployed by companies to build these followings.
The Suite’s Efficiency Calculator analyzes publicly-‐available data from the Facebook, TwiOer and YouTube accounts of global brands and ranks all resulCng performance figures on a percenCle scale. The benchmark database is currently tracking engagement sta/s/cs of 13,781 global corporate social media accounts and aims to reach 20,000 by the end of summer 2012.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
The Canadian Automotive Sector: Major
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Ford
Chevrolet
Honda
Hyundai
eValue™ Social Media Efficiency Scores
Dodge
Nissan
Toyota
KIA
Mazda
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Hyundai Canada: Performance on Facebook
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Digging Deeper: Hyundai Canada Performance on Facebook
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Hyundai Canada Facebook Recommendations
Facebook recommenda/ons
1. No AcCvity? If your going to have a profile for a brand make sure you are present. With over 75,000 fans the investment in gaining followers is being wasted.
2. Ensure that admin comments are relevant to the user who posted, and when possible the larger user base. Try to increase efficiency by providing greater value in each interacCon.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Mazda Canada Performance on Twitter
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Digging Deeper: Mazda Canada Performance on Twitter
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How Could Mazda Canada Improve on Twitter?
TwiCer Recommenda/ons
1. Include links in your tweets to increase their Re-‐tweet rate.
2. The nature of twiOer makes it so that higher post volume is acceptable. High post volume at strategic intervals helps create a conversaConal tone.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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KIA Canada Performance on YouTube
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Digging Deeper: KIA Canada Performance on YouTube
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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How Could KIA Canada Improve on YouTube ?
YouTube recommenda/ons
1. Don‘t post a video and run. YouTube offers the opportunity to engage with users that are interested in your brand.
2. Asking users to subscribe is an effecCve way to ensure that loyal fans are seeing new brand content.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Dodge Canada: The Social Media Leader
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Digging Deeper: Dodge Canada Performance on Facebook
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Dodge Canada: How are they effective?
Dodge 1. Dodge Canada has the smallest user bases for each the networks
measured. This may be the result of lower investment in fan growth and more organic growth from brand enthusiasts.
2. Dodge out performs their compeCtors with a diverse mix of user generated content, brand heritage, trivia and promoCons, all on a consistent schedule.
3. Will Dodge Canada be able to maintain this efficiency with conCnued fan base growth? How will this affect sales volume and brand loyalty?
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Conclusions & Comments
• Car companies have the opportunity to u/lize the strong emo/onal /es that individuals have with their cars. The majority of brands in this study have an adequate presence that shows liCle imagina/on or innova/on.
• The pages in this study provide interes/ng content and promo/ons but are not u/lizing the opportunity to provide ongoing value to users. Tips, tricks or insider views offer the opportunity to offer a different brand perspec/ve and transparency than that found in print and television.
• Following GM’s decision to eliminate Facebook ads, it will be interes/ng to see the changes in Auto Manufacturers methods of engaging social media users.
-‐The #engagementlabs research team
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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About the Study
• All Data current as of June 11th, 2012
• All brand accounts measured in this study are official Canadian pages with the excep/on of the Ford Motor Company Facebook Page.
• This report was created using outputs from the eValue™ Social Media ROI Suite. All informa/on gathered is publically available
• This report is for promo/onal use only and should not be used as a repor/ng tool.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
www.evaluesuite.com
About Us
We are #social enablers for #all things digital we are totally focused on #social engagement & opCmizaCon
We offer a targeted range of social strategies, customized engagement plaborms and analyCc tools to measure performance and ROI.
www.engagementlabs.com.
A division of Parta Dialogue Inc. symbol: TSX-‐V : PAD eValue ™ ©2012 All rights reserved
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Derek Jen, Senior Product Manager Skype: derekparta TwiOer: @derekjen E-‐mail: [email protected]
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