Tesla social media audit

SOCIAL MEDIA AUDITColleen Babble - 03602625

Tram Pham - 03514237Nhung Doan - 03887297

Sydney Burns - 02640968

PROCESS

1. Selected Q4 as the time frame to audit

2. Identified all social media channels Tesla owns

3. Performed an in depth analysis of each channel and its content

1. Reviewed all data collected2. Identified key events

overall and within each channel

3. Found patterns that repeated throughout all social media channels

4. Performed a comparison of competitors in luxury brands’ social media

1. Compared information found about other luxury brands

2. Perform side by side comparisons of content and overall brand strategies

1. Evaluated each social

media channel independently for best practices

2. Reviewed holistic social media strategy

3. Reviewed overall marketing efforts to analyze campaigns

1. Determined key trends2. Suggested actionable

improvements

COLLECT ANALYZE COMPARE

EVALUATE FINALIZE

GRADING CRITERIA

EVALUATE

Quality of Content● Audience engagement● Shareability● Media quality

Brand Standards● Consistent brand voice● Convey brand pillars

Best Practices● Diverse media● Hashtags● Chanel best practices

GRADING CRITERIA

1

2

3

4

5

Below Average - It would be better not to participate

Attempting Standards - Good effort, but needs some improvement

Industry Standard - A solid attempt, no glaring mistakes but no large wins

Best Practices - Utilizing social media as intended, with great brand integration

Trail Blazers - Setting the standard for the social media channel

GRADING OVERVIEW

Vine

TESLA’S GRADE

OVERALL

3 2 4 3

SOCIAL BLOG VIDEO

1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS

● The branded content on social media does little to push the brand forward

● Inconsistency with posts and underutilization of platforms

● Little engagement with the audience, partners, or influencers

● Social media is used as a support structure for physical events and marketing, not as a primary tool to create genuine connection and conversation

INSIGHTS

INSIGHT 1 The branded content on social media does little to push the brand forward

● The Facebook account uses photos that are on brand, but do not do anything additional to create another layer of interest

● On Twitter, the brand is showing how global they are by using product shots, but do not show a lifestyle

● The Pinterest board describes the product, with no call to action or excitement to go with it

INSIGHT 2 Inconsistency with posts and underutilization of social media platforms

● Official Twitter account: @TeslaMotors is updated frequently with a focus on technical informative and physical marketing events. There are few human insights.

● The Vine account (Tesla Motors) has no posts although there are 10,000 loops of videos about Tesla

● Tesla’s Pinterest account stopped uploading photos in 2013.

→ These social media platforms are not used efficiently or creatively. → There is a wonderful chance to let the innovation brand pillar shine.

INSIGHT 4 INSIGHT 3 Little engagement with the audience, partners or influencers

Comments from the blog post “Driving Range in the Model S Family”. People posted many questions, Tesla responded to none.

BLOG TWITTER

Tesla retweets some influencers tweets but rarely engages in conversations with them.

Schiphol Amsterdam Airport Taxi was the only partner that Tesla featured.

FACEBOOK

INSIGHT 4 Social media is used as a support structure for physical events and marketing, not as a primary tool to create genuine connection and conversation

Blog Facebook

Instagram Youtube

Social media is used to broadcast their events/ campaigns

The events are the main reason for Tesla’s channels.

Example: Tesla Factory Upgrade campaign in November 17, 2014

Posts on Facebook are all about Tesla events in California, Paris, and Germany.

They usually update all social media channels after events.

SOCIAL OVERVIEW

OVERALL

3 2 3 3

FACEBOOK TWITTER INSTAGRAM

1

PINTEREST


1

GOOGLE+


2

GRADE

TWITTER TWITTER FACEBOOK

● The posting is sporadic and does not adhere to a schedule

● They give product updates and use Facebook as a platform to promote physical events

● The feed starts to engage the audience by giving the option to attend events and drive the car, but does nothing for the online space or spurring conversation

The Facebook feed is inconsistent with their posting schedule. They do a good job of using a variety of media types, but do not implement any interesting or innovative campaigns or posts to engage their followers.Followers: 798,732 | Average Posts: 2| Likes: 11,675

TWITTWITTER The Tesla Twitter is dedicated to product and information updates (products’ features, to re-announce new launching events) and rarely uses the account to create a conversation and interact with its followers. Tweets: 5,438 | Following: 278| Followers: 493K| Favorites: 713| Lists: 2

Official Twitter account: @TeslaMotors:● In Q4 2014 (Oct-Dec): 60 Tweets

(average: 2-3 days/twit) ● Content posts focused on car’s

features: speed, technique, superchargers, new model upcoming, re-tweets from Elon Musk’s Twitter.

● Holiday’s marketing activity: 1 (#VeteransDay)

● Reply or retweet to users : 3 (mostly for new events or launch new model).

● The voice is straightforward, brief and professional technically.


3

GRADE

#Tesla (367# from users): Tesla’s fans or real customers engage with the brand by themselves. But no responses to any users from the brand # content is about : game show, test-drive, technical features, new events.

TWITTER TWITTER

TWITTWITTER Elon Musk- CEO of Tesla creates and uses his personal account on Twitter to update information (products’ features, to re-announce new launching events) but never intentionally use it as a social media channel to interact with users. Tweets: 1,168 | Following: 43| Followers: 1.67M| Favorites: 118

Official Twitter account: @elonmusk:● In Q4 2014 (Oct-Dec): 14 Tweets ● Content posts focused on car’s

features: speed, technique, superchargers, new model launching, re-tweets from Tesla Motor. The tone of content

● Reply or retweet to users : 1 (and it’s for SpaceX, not for Tesla)

● The voice is straightforward, brief and professional technically. When he tweets, people share and discuss about it more than with Tesla Motor. People feel engaging with the Tesla brand via Elon Musk.

INSTAGRAM The most active social media channelAverage posts: 30 | Average likes: 6000| Average comments: 50


3

GRADE

There are 3 types of content being posted:

1. Event photos2. Product photos3. Announcements of new supercharge

stationsLimited use of Hashtags:

1. #cars2. #tesla

Instagram provided more photos about the events promoted on Facebook. Example: Tesla campaign in Amsterdam Airport

Facebook Instagram


2 hashtags

INSTAGRAM

Tesla account (Tesla Motors) on Google+: 2,149,284 followers | 50,921,912 views


GOOGLE+

Total of the post of Q4:- Tesla Supercharger price information of Model S (Oct 26): +1939, share 262- Veteran Day: +1315, share: 120- Model S above Hong Kong Skyline: +1131, share 67- Share with other social media source: Motor Trend Magazine article: +1027, share 96

● The product features content is pretty sharable and encourages users’ conversations.

● Most of contents are from blog, and twitter.

● Tesla needs to use more engagement with users by replying their comments

GRADE

3

PINTEREST The main use of Pinterest is to showcase the product and events from other channels 8 Boards | 83 Pins | 0 Likes | 3673 Followers| 2 Following

Tesla utilized Pinterest 2 years ago, and then stopped.They might consider this is not productive channel as people comments mostly about colors, photos, not about cars’ features


1

GRADE

VIDEO EVALUATION

OVERALL

2 1 3

VINE YOUTUBE


3

GRADE


YOUTUBE The videos and content on the YouTube channel does a good job of showing off the products and creating interest for the audience. 5 Videos | Average views: 155,307

● The content is somewhat sharable and helps to fosters conversations around the brand and the product. The audience enjoys the product videos and teasers more so than the news announcements.

● There is a need to use more innovation in the content and in the use of the platform.

● The quality of videos is not up to par with the product.

VINE Tesla has a Vine account but has never used it in any capacity 12,458 Followers | 0 Following | 0 Loops

Although Tesla themselves have never used the account, the #tesla has been used often to find videos about Tesla.

1

GRADE


BLOGThe most consistent channel in term of posting scheduleTotal posts: 11 | Average Number of Comments: 98

Tone of voice: professional

Interface: minimal design and pleasing to the eyes. Few photos.

Target audience: Tesla owners, potential customers, and who know about car.

4

GRADE


All articles are quite technical and are written like reports containing a large amount of statistics and facts.

These posts seem to be well received by the target audience (Tesla owners, potential customers, and those who are car aficionados), but might not be appealing to people who are casual car buyers or are just interested in the lifestyle associated with Tesla.


BLOG

Elon Musk’s blog post received wonderful feedback and great respect.BLOG

People spend a significant amount of time on the Blog and continue to post comments months after a post has originally been published.

Blog post from 5 months ago

Comments captured on Feb 28

BLOG

Majority of comments are from people who have a serious interest in Tesla

BLOG

● Focus on additional brand pillars including: renewable energy, open source knowledge and innovation. Use channel best practices such as contests and and games to inspire the online communities’ projects that align with their vision for a cleaner, more connected future

● Respond to brand enthusiasts that are located in prime interest areas for Tesla [such as Texas] in an effort to move brand acceptance forward

● Engage political influencers to create conversations that move their political views into the spotlight and add credibility

● Create a social media content calendar that ensures posting is consistent across all platforms and content is diverse and shareable

● Create more shareable content by utilizing the lifestyle of the brand, not just the product

RECOMMENDATIONS

Twitter: ● Utilize influencers voice by retweeting their content ● Increase Twitter’s content to cover subjects including technology and product features to customers’ insights● Share users’ experiences, stories and product values

Instagram:● Use a larger variety of hashtags to better share the message and increase searchability● Repost impressive photos/videos from Tesla’s owners or other Instagram users to diversify the content

Vine: ● Delete the Vine account. It does not have a relevant following to the brand

Blog● Respond to comments about product concerns

Pinterest:● Re-invigorate account by posting new model photos, launching events, and road trips● Creating a lifestyle around the Tesla brand through more diverse boards and pins

Google +:● Engage with audience through the comment section

ACTIONABLE ITEMS

APPENDIX

VINE Tesla has an official account but has never used it. 12,458 Followers | 0 Following #tesla

October:

Oct 30: 1,180 Loops (video by

PSFK at Tesla New York –

discover technology of Tesla)

Oct 29: 304 Loops (video review

of Tesla Model S P85)

Oct 25: 330 Loops

Oct 23: 622 Loops

Oct 22: 1,093 Loops (Wrapping a

Tesla at Expo)

Oct 20: 281 Loops (Taxi Tesla in

Amsterdam)

Oct 12: 400 Loops (Tesla taxi in

Quebec)

Oct 9: 31,474 Loops (Zero to 60

in “3” – a Tesla test drive in LA)

November:

Nov 25: 423 Loops

Nov 20: 2,335 Loops (Tesla

Taxi in Quebec)

Nov 16: 341 Loops

Nov 14: 386 Loops

Nov 11: 661 Loops (re-

charge Tesla in China)

Nov 10: 382 Loops

Nov 8: 491 Loops (Modern

technology, the greatest

thing of owning a #tesla)

Nov 3: 434 Loops

December:

Dec 30: 195 Loops

Dec 28: 905 Loops

Dec 27: 734 Loops

Dec 24: 547 Loops

Dec 18: 177 Lopps

Dec 17: 211 Loops

Dec 15: 183 Loops

Dec 10: 2,279 Loops

(video music with Tesla)

Dec 5: 1,265 Loops (test-

driving in Montreal-

Quebec)

Dec 5: 408 Loops (Tesla

auto show in Quebec)

Dec 1: 3,502 Loops (LA

Auto Show)

VINE

Google+

Total posts in Q4:

- Tesla Supercharger price information of Model S (Oct 26): +1939, share 262

- Veteran Day: +1315, share: 120

- Model S above Hong Kong Skyline: +1131, share 67

- Share with other social media source: Motor Trend Magazine article: +1027, share 96

Automotive

Tesla social media audit