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  • Social Insights/ The Automotive Industry 2016 Brandwatch.com | 1

    Brandwatch.com

    Social Insights/

    The Automotive Industry

    http://brandwatch.com

  • Social Insights/ The Automotive Industry 2016 Brandwatch.com | 2

    1.0 An Outlook on the Automotive IndustryTo say that the automotive industry is undergoing an era of digital transformation would be redundant businesses that have not recognized and adapted to new technologies may already be irrecoverably outpaced by their earlier-adopting competitors.

    The evidence supporting this transition abounds: in the next ten years, 40% of new car buyers will be millennials, of which up to 94% gather purchasing information online. Furthermore, 38% of consumers consult social media before a car purchase and at least 40% convey a positive or negative experience on social.

    Certainly, the ability for brands to connect to millennials affects both automotive brands current business and their future security.

    On the whole, the industry is moderately mature when it comes to engaging on social media. Most businesses are effectively conveying their identity through social posts or campaigns and are fairly consistent in their messaging to audiences. Yet not all brands are capitalizing on the full benefits of social data.

    Only some of the larger, more mature automotive businesses are implementing robust social intelligence programs, which may provide social insight to sales, marketing, public relations, and even engineers and designers. By informing their business decisions by consumers opinions and ideas, these brands ensure that they not only react and adapt to millennials changing preferences, but are also able to assess the future direction of those preferences.

    And undoubtedly, there are many technologies contending to radically change the industry: hybrid and electric vehicles, self-driving cars, car sharing services and mobile ride hailing services. Of course, automotive businesses should be wary of how interest in such technologies could affect their brand, but they should also take note of peoples opinions on the style, comfort, reliability, mileage, safety and overall performance of their and their competitors cars social media can offer organic, real-time feedback on these issues.

    Automotive businesses that are powered by social intelligence and more aware of their consumers preferences will have a competitive edge, preparing for the effects of technology and changing preferences. In doing so, they are better ensuring their security in the long-run.

    1 Deloitte. Fourth Annual Gen Y Automotive Survey. January 2012. 2 eBay Motors Research. 3 GfK Automotive Research & Driver.com The Rise of Loyalty, Advocacy & Influence. January 2012.

    Graham Wall/ Automotive Sector Lead at Brandwatch

    http://brandwatch.com

  • Social Insights/ The Automotive Industry 2016 Brandwatch.com | 3

    Contents

    1.0 An Outlook on the Automotive Industry ....................................................................2

    Contents ..................................................................................................................................3

    2.0 Aim & Methodology ........................................................................................................4

    3.0 The Automotive Social Index .......................................................................................5

    4.0 The Brand-Audience Relationship ..............................................................................74.1 Brand-Audience Timing ................................................................................................... 9

    4.2 Brand Content ...............................................................................................................11

    5.0 A Look at Automotive Audiences ............................................................................. 125.1 Gender Analysis .............................................................................................................. 12

    5.2 Interest Analysis ............................................................................................................. 13

    5.3 Profession Analysis ........................................................................................................ 16

    6.0 Associated Adjectives Analysis ................................................................................ 18

    7.0 A Look at Hybrid Vehicles ..........................................................................................19

    8.0 A Look at All-Electric Vehicles .................................................................................. 21

    9.0 A Review of the Automotive Industry ...................................................................... 23

    10.0 About Brandwatch ....................................................................................................24

    http://brandwatch.com

  • Social Insights/ The Automotive Industry 2016 Brandwatch.com | 4

    2.0 Aim & MethodologyThe following report aims to provide automotive brands with an understanding of the current online landscape, actionable competitive benchmarks, and several specific insights on car models and technologies. The analysis is divided into six main sections:

    1. The Automotive Social Index: Provides a comprehensive ranking for 48 brands across five key factors: Social Visibility, General Visibility, Net Sentiment, Reach Growth, and Social Engagement & Content.

    2. The Brand-Audience Relationship: Explores the way brands communicate with their audiences and how audiences receive that content

    3. A Look at Automotive Audiences: Examines the gender, interests and professions of automotive audiences at the industry and brand level.

    4. Associated Adjectives Analysis: Uncovers the language that audiences use to describe eight unique brands.

    5. A Look at Hybrid Vehicles: Briefly reviews the volume of conversation and leading brands around hybrid vehicles.

    6. A Look at All-Electric Vehicles: Briefly explores the share of voice for five leading all-electric vehicles and specifically compares Teslas Model S against BMWs i3.

    The data and insights are derived through enterprise social intelligence software Brandwatch Analytics. The analysis examines 48 automotive businesses across the globe. Data is collected through three formats:

    1. Queries: Collects general mentions of a brand online. Brandwatch Queries, based on boolean operators, are completely customizable to filter out spam or irrelevant conversations.

    2. Twitter Channels: Collects Twitter data based on specific brands accounts. Twitter Channels track @mentions, replies, retweets, and followers directed at selected Twitter accounts.

    3. Facebook Channels: Collects Facebook data based on specific brands accounts. Facebook Channels track likes, posts, comments, shares, and pages likes on selected brands Facebook pages.

    For further questions on the aim, methodology or analysis in this report, please contact Brandwatch directly.

    http://brandwatch.com

  • Social Insights/ The Automotive Industry 2016 Brandwatch.com | 5

    3.0 The Automotive Social IndexThe Automotive Social Index offers a context from which brands can benchmark specific factors of their online presence against competitors.

    The index evaluates 48 brands across five specific attributes:

    Social Visibility: measures the volume of conversation a brand generates across key social channels. General Visibility: measures the volume of conversation a brand generates on blogs, news outlets and forums. Net Sentiment: evaluates the composition of negative and positive mentions of a brand in the context of that

    brands entire conversation.

    Reach Growth: measures the growth of a brands following over the course of a month, appropriately weighted according to the brands current following.

    Social Engagement & Content: evaluates how effective brands are at communicating or responding to their audiences and how well their social content is received across social channels.

    The Composite Score reflects a brands performance across the five categories. For all five categories, brands are normalized against a single leader, which receives a score of 100. As such, the maximum potential score is 500.

    Brand Rank Social Visibility

    General Visibility

    Net Sentiment

    Reach Growth

    Social Engagement

    Composite Score

    Lexus 1 100 48 69 50 100 367

    Honda 2 63 71 100 49 75 358

    Audi 3 70 43 100 50 75 338

    Porsche 4 76 59 72 50 64 322

    Tesla 5 65 64 59 56 73 317

    Dodge 6 83 65 51 47 65 311

    Jeep 7 75 50 75 47 58 304

    Ferrari 8 77 57 67 56 46 303

    Ford 9 63 100 55 48 36 303

    Mercedes-Benz 10 84 53 74 50 38 299

    Rolls-Royce 11 55 44 84 49 67 299

    Volkswagen 12 48 64 54 100 28 294

    Citron 13 23 39 66 76 89 293

    BMW 14 76 76 59 45 33 288

    Maserati 15 69 34 79 50 55 286

    Toyota 16 63 72 64 47 37 283

    Jaguar 17 61 49 86 49 37 282

    Skoda 18 47 39 79 68 46 278

    Subaru 19 68 44 84 44 36 276

    Vauxhall 20 23 43 61 63 87 275

    http://brandwatch.com

  • Social Insights/ The Automotive Industry 2016 Brandwatch.com | 6

    Brand Rank Social Visibility

    General Visibility

    Net Sentiment

    Reach Growth

    Social engagement

    Overall Score

    Kia 21 84 48 61 43 36 272

    Renault 22 47 55 52 73 43 270

    Nissan 23 39 63 56 44 53 255

    Alfa Romeo 24 48 32 69 69 36 255

    Chevrolet 25 52 54 63 47 35 252

    Cadillac 26 54 49 69 46 31 250

    Lincoln Motors 27 50 76 56 38 28 247

    Chrysl