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 & ModelRankings

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 – Totals – UPDATED 3/14

Analysis

• Chrysler - 19%• BMW - 17.43%• Mercedes-Benz –

16.7%• Audi - 14.6%• Lincoln - 13%• Lexus - 8%• Cadillac - 5%• Acura - 2.8%• 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 Brands – Trend – UPDATED 3/14

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 - Totals – UPDATED 3/14

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

Ranking The Models - Trend– UPDATED 3/14

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/HotTopicChryslerLexus: http://bit.ly/HotTopicLexus Cadillac: http://bit.ly/HotTopicCadillacInfiniti: http://bit.ly/HotTopicInfiniti Lincoln: http://bit.ly/hottopicLincolnAUDI: http://bit.ly/HotTopicAudi BMW: http://bit.ly/HotTopicBMWMercedes Benz: http://bit.ly/HotTopicBenz

THANK YOU!

Please contact us with any questions:

Jim Reynolds: jim.reynolds@alterian.com

UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian

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