Crowning the King of Luxury Cars
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey
Search Setup In Alterian SM2
Brands Monitored:
• Acura
• Audi
• BMW
• Cadillac
• Chrysler
• Infiniti
• Lexus
• Lincoln
• Mercedes-Benz
* Locations / Languages: All Countries & Languages
for Brands & USA and English Only for Models
Models Monitored:
• Acura TL
• Audi A4
• BMW 3 Series
• Cadillac CTS
• Chrysler 200
• Infiniti G37
• Lexus IS
• Lincoln MKZ
• Mercedes-Benz C Class
Daily Volume – All Brands
Analysis
• Total of 233k social media mentions
• Volume of conversation increases 10x during Super Bowl
• 2nd Largest spike is day after Super Bowl
Share of Voice Total – Brands
Analysis • 35% Media Types -
Other (Primarily mainstream media sites and publications)
• 22% Microblogs (Twitter etc.)
• 20% Message Boards (Automotive Centric forums & boards)
• 13% Blogs (Key Auto Blogs)
Daily Volume – Models
Analysis
• Total of 28k social media mentions that are specific to car model
• Volume of conversation spikes during release of new models at auto shows & Super Bowl commercials
Share of Voice Total – Models
Analysis • 30% Media Types
Other (Primarily mainstream media sites and publications)
• 18 – 20% Microblogs & Blog & Message Board Forums
• 5% Video/Photo Sharing & Social Networks
Automaker Deep Dive
Chrysler Deep Dive
Analysis • Conversation primarily focused around “Imported from Detroit” • Gender led by Males • 18 – 24 largest group discussing Chrysler
Chrysler 200 Deep Dive
Analysis • Top sites discussing Chrysler 200 are primarily sales sites and dealers, with limited community discussions • Sentiment generally positive, driven mostly by “Imported from Detroit” Ad
Cadillac Deep Dive
Analysis • Cadillac conversations are more lifestyle driven than other auto manufactures, with limited model discussion • Gender is majority male • 25-34 is largest age group followed by 35-49
Cadillac CTS Deep Dive
Analysis • Multiple communities / forums active in Cadillac CTS chatter, with limited dealer conversations • Sentiment is mixed, though positive
Lincoln Deep Dive
Analysis • Conversations about Lincoln discuss Advertising and Mercury (a retiring brand), chatter about models is very low • Gender is Majority Male • Over 50 is largest age group, followed by 25 to 34
Lincoln MKZ Deep Dive
Analysis
• Discussion around the MKZ is rather limited, mostly focused around dealer conversations, with limited green/eco chatter
• Highest percentage of positive opinion of any model monitored
BMW Deep Dive
Analysis • Conversations around BMW, are primarily focused around the brand as well as features with secondary chatter
around advertising • Gender is primarily male • 18 – 24 is the largest age group
BMW 3 Series Deep Dive
Analysis • Discussion around the 3-Series is driven by communities; of the top 10 sources, 5 are dedicated sites for BMW
owners • Sentiment is mostly positive
Audi Deep Dive
Analysis • Conversations around Audi are mostly about their Super Bowl commercial and direct comparisons to other models • Gender is primarily male • 25-34 is the largest age group, followed closely by 18-24
Audi A4 Deep Dive
Analysis • Discussions around Audi are very similar, except for the Dupont Registry Chatter not seen with any other model • Sentiment is the highest of any German automaker
Mercedes-Benz Deep Dive
Analysis • Conversations around Mercedes-Benz were primarily focused on their Super Bowl Ad, with next to no mentions of
models • Gender is predominately male • 25-35 is the largest age group
Mercedes-Benz C Class Deep Dive
Analysis • Unlike other German Auto Makers, conversations are dealer driven • Sentiment is mostly positive, but Mercedes Benz had the most negative of all German Auto Makers due to feedback
on Super Bowl advertising
Acura Deep Dive
Analysis • Unlike nearly all other manufactures the conversations about Acura were focused on their models & technology vs.
advertising efforts • Gender is primarily Male • Largest age group is 25 -34, followed by 35- 49, making Acura the 2nd most mature audience
Acura TL Deep Dive
Analysis • Discussions are equally balanced for Acura across forums, dealers and blogs • Sentiment is nearly split due to social media feedback on their recent update to the 2012 TL
Lexus Deep Dive
Analysis • Conversations about Lexus are about commercials and Christmas advertising, with secondary chatter about
technology • Lexus is the only manufacturer that has more women discussing than males • 25 – 34 is the largest age group, followed by 18-24
Lexus IS Deep Dive
Analysis • Surprisingly, discussions around Lexus don’t have more community involvement and are mostly dealer driven • Sentiment about Lexus is mostly positive and highest amongst Japanese models by .1%
Infiniti Deep Dive
Analysis • Conversations around Infiniti are interesting. They are the only auto maker to have their previous models discussed
(G35 & i35), followed by their back up warning system • Gender is primarily Male • Age is nearly equal across all groups, with smallest percentage identified amongst all auto makers
Infiniti G37 Deep Dive
Analysis • Discussions are primarily dealer driven with overlapping BMW discussions • Sentiment is mostly positive
Automaker & Model
Rankings
Ranking the Brands - Totals
Analysis • Chrysler - 19% • BMW - 17.03% • Mercedes-Benz - 17% • Audi - 15% • Lincoln - 12% • Lexus - 8% • Cadillac - 5% • Acura - 2.9% • Infiniti - 2.7%
Ranking The Brands - Trend
Analysis • European manufacturers were discussed the most - by a large margin - pre-Super Bowl • The Domestics get a huge push from Chrysler and continue to challenge Europeans post
Super Bowl • Asian Manufacture chatter is consistent and flat
Ranking the Models - Totals
Analysis • Chrysler 200 - 34% • Cadillac CTS - 21% • Audi A4 - 10.3% • BMW 3 Series - 10.2% • Acura TL - 8.4% • Mercedes-Benz C-Class
8% • Lincoln MKZ - 3% • Lexus IS - 2% • Infiniti G37 - 1.7%
Ranking The Models - Trend
Analysis • The Chrysler 200 has had consistent peaks higher than other Luxury Cars • The Cadillac CTS has had a similar pattern due the auto show circuit and very active community
members • 2nd largest spike in the data set was focused around the TL redesign at the Chicago Auto Show
Summary
• Like most we were shocked and impressed by Chrysler. Initially we questioned
whether the 200 could hold its own against more traditional Luxury car
manufactures; they proved us wrong. Hopefully, they can transition this momentum
into community growth like BMW or Cadillac
• As shown by the demographics the majority of the audience is male and other than
Lexus a minority are discussing these manufactures or models publically. This
could be an opportunity.
• Feel free to view the Social Analytics dashboards for yourself
Acura: http://bit.ly/HotTopicAcura Chrysler: http://bit.ly/HotTopicChrysler
Lexus: http://bit.ly/HotTopicLexus Cadillac: http://bit.ly/HotTopicCadillac
Infiniti: http://bit.ly/HotTopicInfiniti Lincoln: http://bit.ly/hottopicLincoln
AUDI: http://bit.ly/HotTopicAudi BMW: http://bit.ly/HotTopicBMW
Mercedes Benz: http://bit.ly/HotTopicBenz
THANK YOU!
Please contact us with any questions:
Jim Reynolds: [email protected]
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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