Automotive & Social Media 2012 - Ebuzzing study

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CARS SoCiAl mediA & A study by

description

 

Transcript of Automotive & Social Media 2012 - Ebuzzing study

CARSSoCiAlmediA&

A study by

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why ?

The motor industry is particularly well represented on the Internet. The online communities related to this subject are very active and their audience is vast.

The huge presence of all things car-related is also due to the fact that the Internet is often the primary source of information for would-be car buyers. It’s not without good reason that the web is considered by media buyers to be the second most effective advertising medium after TV. A study by Microsoft Advertising and Ifop showed that 55% of car buyers preferred to use the Internet to do research before making a decision; and that in particular, they were looking for the opinions of current owners. Social media networks play a huge part in the information exchange between car owners. 'XGP�VJQWIJ�UQEKCN�OGFKC�KU�XGT[�RQYGTHWN��KV�KU�CNUQ�FKHƂEWNV�VQ�HWNN[�EQORTGJGPF��CU�KV�is made up of millions of sources that are constantly appearing and disappearing. It is VJGTGHQTG�PGEGUUCT[�VQ�WUG�CFXCPEGF�UGOCPVKE�VGEJPQNQIKGU�KP�QTFGT�VQ�ƂPF�QWV�GZCEVN[�what is going on.

Over a period of several months, we have studied the representation of different brands of cars on social media networks in order to work out the distribution of share of voice KP�'WTQRG��+P�VJKU�UVWF[��[QW�YKNN�ƂPF�VJG�UVCVKUVKEU�DCUGF�QP�QWT�TGUGCTEJ��VGUVKOQPKCNU�HTQO�JKIJN[�TCPMGF�KPƃWGPEGTU�TGNCVGF�VQ�VJG�KPFWUVT[��CPF�ƂPCNN[�CP�KP�FGRVJ�NQQM�CV�the Frankfurt Motor Show, a key date in the Automotive industry calendar.

Frédéric MontagnonStrategy Director, Ebuzzing.

‘‘‘‘

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Summary

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The Frankfurt motor show: the opportunity to communicate with fans and to capture their interest.

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1. Consistent performers

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3. The top 3 new entries for 2011

The top 10 blogs have kept their top ran-kings for the past 6 months

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IV. Testimonial: automotive Bloggers

making an impression

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using social media

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most interesting content for automotive blogs

cars of 2011

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Car Buzz Cool Cars and Girls driving Spirit

The mercedes [campaign using] Google Maps [was] quite clever. It involves users trying to help someone ‘escape StreetView’ through an interactive video, so there’s an element of competition and challenge in there, as well as the chance to win a brand new Mercedes.

The Range Rover evoque, as the launch was very carefully and cleverly planned, with lots of anticipation built throughout the world for it. They did a number of teaser videos and gradual reveals months before it was launched, which created a huge build-up. Once it launched the product didn’t let it down either, the bold styling and all-round quality meant it got a fantastic reception and has already won huge amounts of awards.

I have been most impressed with the recent Honda Civic campaign. The innovative use of YouTube for the ‘Follow Happy’ interactive game and the use of the Honda Experiment videos and website to encourage active participation by the viewer - it’s a clever and subtle way of getting Honda’s message across to potential buyers. Because it’s not traditional salesmanship it also makes it easier to share on social media as there’s some entertainment to be found, not just a blatant advertisement.

In the hot hatch sector the source of the biggest buzz has probably been the Ford Focus ST. Ford have been leaking details and previewing concepts for a couple of years now, as well as releasing videos about the development of the car. It’s helped to build a level of anticipation amongst the hot hatch community and I’m sure it will pay dividends when the car goes on sale next year.

9G� NQXGF� VJG� 0KUUCP� +PƂPKVK�Digital Art Competition Gallery. Not QPN[�YCU�VJG�EQORGVKVKQP�VJG�ƂTUV�ever ‘free to enter’ international digital art competition of its type, but also we’re big fans of art and high performance cars...so all this combined into a boutique-hotel-style centre was very innovative and eye-catching.

A high percentage of our content is based on concept design cars and none has attracted more attention than the Ferrari 612 GTo.

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++��6JG�NWZWT[�DTCPFU.WZWT[�DTCPFU�JCXG�C�NCTIGT�UJCTG�QH�XQKEG�FWTKPI�VJG�/QVQT�5JQY�VJCP�VJG[�FQ�HQT�VJG�TGUV�QH�VJG�[GCT��2QTUEJG�CPF�,CIWCT�CTG�PQV�VJCV�HCT�WR�VJG�UJCTG�QH�XQKEG�TCVKPI�OQUV�QH�VJG�VKOG��DWV�they seem to take advantage of this type of event to really enforce their media presence.�#�OQVQT�UJQY�NKMG�VJKU�KU�CP�GZEGNNGPV�QRRQTVWPKV[�HQT�VJGO�VQ�RTQOQVG�VJGOUGNXGU��fans are there, waiting for new models to be announced, and even if they can’t buy the car they can at least dream about owning one��+ORQTVCPVN[��VJKU�KU�VJGP�TGƃGEVGF�KP�VJG�OGFKC��

Focus on Jaguar

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These publications appeared before the start of the Frankfurt motor show CPF�YGTG� UJCTGF�PWOGTQWU� VKOGU�QP�6YKVVGT��Videos and photos of this new model sparked a lot of discussion CPF�VJG�QPNKPG�EQOOWPKV[�SWKEMN[�UJCTGF�VJGO�� NGCFKPI� VQ� C�YKFG�FKHHWUKQP�QH� KPHQTOCVKQP��The fact that this event happened before the motor show had QHƂEKCNN[�QRGPGF�CNNQYGF�,CIWCT�VQ�CXQKF�C�DWKNF�WR�QH�KPHQTOCVKQP��,CIWCT�RWDNKUJGF�QHƂEKCN�RJQVQU�QH�VJKU�PGY�OQFGN�QP�KVU�(CEGDQQM�RCIG�QP�VJG��VJ�5GRVGODGT��starting a real interaction with the online community��5GXGTCN�VJQWUCPF�nNKMGUo�DWV�OQTG�KORQTVCPVN[�UGXGTCN�JWPFTGF�EQOOGPVU�YGTG�TGIKUVGTGF��6JG� TGCEVKQPU�QP� (CEGDQQM� ECP� VJGTGHQTG�DG� UGGP� VQ� TGƃGEV� VJG� TGCEVKQP� GPEQWPVGTGF�QP�QVJGT�RNCVHQTOU��*QYGXGT��KV�KU�YQTVJ�PQVKPI�VJCV�GXGP�VJQWIJ�,CIWCT�KU�JCRR[�VQ�ETGCVG�VJG�DW\\�D[�TGNGCUKPI�VJG�KPHQTOCVKQP�KV�FQGU�PQV�TGCNN[�RCTVKEKRCVG�KP�VJG�GPUWKPI�FKUEWUUKQPU��

on the 7th september, the brand registered an important peak due to more than 500 publications concerning the new c-X16 model.� 6JKU� UCOG� RGCM� YCU� TGEQTFGF� KP� CNN�EQWPVTKGU� UVWFKGF� CU� VJG[� CNN� RCKF� RCTVKEWNCT�CVVGPVKQP�VQ�VJKU�GXGPV���

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Publications about the Jaguar c-x16

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The discussions mainly took place on Twitter, which recorded 10 times more publications than blogs and media

YGDUKVGU��6JKU�HCEV�ECP�DG�GZRNCKPGF�D[�VJG�V[RG�QH�EQPVGPV�TGNCVGF�VQ�VJKU�GXGPV��VJG�OQUV�GPICIKPI�RWDNKECVKQPU�YGTG�XKFGQU�CPF�RJQVQU��DQVJ�QH�YJKEJ�JCXG�JWIG�RQVGPVKCN�VQ�IQ�XKTCN�QP�6YKVVGT��+PVGTPGV�WUGTU�KP�'WTQRG�TGCNN[�YGPV�HQT�KV��UJCTKPI��VYGGVKPI�CPF�TG�VYGGVKPI�VJGUG�RWDNKECVKQPU�VQ�VJG�QPNKPG�EQOOWPKV[��#OQPI�VJG�DTCPFU�KPENWFGF�KP�VJKU�UVWF[��audi in particular contributed a lot to the ‘buzz’ surrounding the Frankfurt motor show��+V�UWEEGGFGF�KP�TGKPHQTEKPI�KVU�OGFKC�RTGUGPEG�D[�TGNGCUKPI�CPPQWPEGOGPVU�VJCV�YGTG�QH�KPVGTGUV�VQ�GCEJ�QH�VJG�FKHHGTGPV�UGEVKQPU�QH�KVU�ENKGPV�DCUG��The more mass market car manufacturers like Ford or Volkswagen were also extremely well represented in the media FWTKPI�VJG�/QVQT�5JQY�FWG�VQ�VJGKT�PWOGTQWU�RTGUGPVCVKQPU��

6JGTG�KU�CNUQ�VJG�ECUG�QH�OCPWHCEVWTGTU�NKMG�Jaguar and Porsche which are not usually in the top 10 list of brands

OGPVKQPGF�QP�UQEKCN�OGFKC�PGVYQTMU�DWV�managed to step their game up during this period��,CIWCT�UVCTVGF�ETGCVKPI�C�nDW\\o�GXGP�DGHQTG�VJG�/QVQT�5JQY�UVCTVGF��+V�VQQM�CFXCPVCIG�QH�DQVJ�VJG�GXGPV�CPF�VJG�HCEV�VJCV�KVU�HCPU�YGTG�YCKVKPI�HQT�VJG�PGY�OQFGN�VQ�DG�TGNGCUGF�KP�QTFGT�VQ�NCWPEJ�C�JKIJN[�UWEEGUUHWN�OCTMGVKPI�ECORCKIP��

6JG�DTCPFU�KP�VJKU�UVWF[�CNN�CRRTQCEJGF�VJG�/QVQT�5JQY�YKVJ�FKHHGTGPV�OCTMGVKPI�UVTCVGIKGU�FGRGPFKPI�QP�VJGKT�QDLGEVKXGU��VJGKT�VCTIGVU��VJGKT�DTCPF�KFGPVKV[�CPF�VJGKT�DWFIGV��6JG�VYQ�FGVCKNGF�GZCORNGU�KNNWUVTCVG�VYQ�FKHHGTGPV�YC[U�QH�KPETGCUKPI�DTCPF�XKUKDKNKV[�KP�VJG�OGFKC�CPF�GPICIKPI�YKVJ�VJGKT�HCPU�CPF�QPNKPG�EQOOWPKV[��

25

aBOuTEbuzzing is the Global Platform for Social Media Advertising.

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26

VII. List of brands studieda�#DCTVJ�#EWTC�#NHC�4QOÅQ�#UVQP�/CTVKP Audi

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N Nissan

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T Toyota

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