1
Premium Brand Audit Report
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Automobile Industry
Confidential
This document is solely for informational purposes. The contents of this document are strictly confidential and contain proprietary information. The recipients agree that they will use the information only for their own use and will not divulge any such information to any other party without In-Rev or any of our affiliates' prior written consent.
All rights, including IP and copyrights in the creative concepts, ideas, plans, drawings, logos, designs, or other intellectual property in this document are with In-Rev. No part of the same may be reproduced (including through any modification / adaptation thereof), in any form or by any means whatsoever under penalty of law.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
TABLE OF CONTENTS
01. Confidential 02. Abstract 02 04
MAIN
Share of Voice
How are people talking about different brands?
Buzz Trend
What are people talking about the brands?
05
Brand Affinity
How are these different Brands associated?
07
Brand Attributes
How are the brands perceived by the people?
10
Channel Distribution
Where and who are talking about these brands?
12
Audience Analytics
Where and who are talking about these brands?
14
SUMMARY
18
19
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Abstract
The intent of this report is to make you aware of the relationship between a brand and its consumers from a social perspective. It tells you about the perception and penetration of a brand in the consumers life. The Brand Audit Report details facts about Brand Buzz, Demographics of the consumers talking about the brand and provides useful insights about the social presence of the brand. The core objective of this report is to provide you with pointers for your next marketing campaign, using information from the social landscape. This report was built based on analytics data from the Simplify360 AnalyticsTM platform. The key sections of the report: Buzz Trend: What are people talking about the brands? Share of Voice: How are people talking about different brands? Brand Affinity: How are these different Brands associated? Brand Attributes: How are the brands perceived by the people? Channel & Audience Analytics: Who are talking about these brands and where are they from.
Note: The data in the report is based on actual conversations. The brands chosen for the research were not commissioned by any organization. The research was carried out with the sole intention of showcasing Simplify360 and the power of social media research.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Competitive Intelligence
Industry Buzz Trend Buzz Trend
A snapshot of the conversations: 1th May to 23th May 2012 59201 25791 2579
Time Period No of social mentions Unique Users Average Mentions/Day
: : : :
This report provides an overview of the automobile industry on the social space. We have tracked 8 brands namely Maruti Suzuki, Chevrolet, Honda, Hyundai, Mahindra & Mahindra, Ford, Tata Motors & Toyota.
The above graph depicts the overall buzz trend for various brands during the time period from 1st May 2012 to 23rd May 2012. The graph shows Maruti Suzuki has the lowest buzz while Toyota has the highest buzz on the social space.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Conversations
The conversations related to the automobile industry revolve around share market values, launch of new models by the companies, new promotional videos or campaigns, a few grievances and queries about the performance of the cars.
RT @AalsiTattu: Maruti slows production of its highest selling car after this episode of SMJ :-P ---------------------------------------------------------------------------------------I liked a @YouTube video http://t.co/OkZnpqco Maruti Suzuki Ertiga Review by http://t.co/MCwU1afN - Ertiga road test ---------------------------------------------------------------------------------------Honda launches new Honda City http://t.co/tmLRLHXY --------------------------------------------------------------------------------------what is the mileage of Honda Brio in city and highway? ---------------------------------------------------------------------------------------let's be real, my honda accord 2003 ex is better than most of these kids own rides in lake elsinore ---------------------------------------------------------------------------------------I favorited a @YouTube video http://t.co/XlQvo7ft Pub Chevrolet Spark :-).flv ---------------------------------------------------------------------------------------Just saw this knew hyundai commercial he said " If garages could talk they would say something like, ummm cut me off a slice of that!" ;) hahaaa ---------------------------------------------------------------------------------------My dream vehicle: 2012 Ford Raptor all black, black rims, blacked out lights and tinted windows, lifted. ---------------------------------------------------------------------------------------Hey GM & Fiat how bout those bailouts RT @thehill: Ford gets ratings boost, blue logo back (by @VickoftheHill) http://t.co/sco1v6wA #tcot ---------------------------------------------------------------------------------------I don't get why anyone would buy the BMW X1. It looks like something Tata Motors designed #Fail ---------------------------------------------------------------------------------------Omg I swear on my life Bruce Jenner is driving a baby blue Toyota Camry right next to us holy snapple is this real life ---------------------------------------------------------------------------------------Major fire at Mahindra and Mahindra plant near Nashik, no casualties reported - The Times of India http://t.co/GIRKlR06
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Share of Voice
14% 4%
2% 16%
Auto Brands
Maruti Chevrolet Honda Hyundia Mahindra & Mahindra
28%
33% 0%
Ford Tata Motors Toyota
3%
Honda has the highest share of voice 33% and is followed by Ford (28%) and Chevrolet (16%)
Word Cloud
Below is the word cloud of conversations of various automobile brands, the common theme of the conversation is associated with the performance or feature of the car. Comparison of various model, discussion about launch of new model and promotional video/campaigns are common topic of discussion (Note: We have removed the conversation related to stock market updates of these brands)
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Honda
Chevrolet
Hyundai
Ford
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
Tata Motor
Toyota
Maruti Suzuki
Mahindra & Mahindra
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
10
Common theme
Honda Popular models, Features, comparison with Toyota & Hyundai Chevrolet Engine, comparison with ford Hyundai Associated with i10 and i20, compared with Honda & Maruti Ford American lifestyle, Family & US presidents Tata Motors Nano, Steel, Rover and other Tata ventures. Toyota association with adventure, features, comparison with Honda Maruti Suzuki comparison with all major brands Mahindra & Mahindra Association with Indian automobile players Tata, Maruti
Brand Affinity
Brand Relationship Matrix
Toyota Toyota Maruti Tata Motors Hyundai Chevrole t Honda M & M 5910 43 54 315 1324 1711 2 Maruti 43 553 151 73 33 95 4 Tata Motors 54 151 1511 44 32 162 13 Hyunda i 315 73 44 1281 358 452 3 Chevrole t 1324 33 32 358 4954 1857 4 Hond a 1711 95 162 452 1857 11521 3 M & M 2 4 13 3 4 3 61
Brand Relationship Matrix: How many times Brand B was referred to while Brand A was being discussed, ie Toyota was referred 43 times when Maruti was being discussed and Hyundai was referred to 162 times while Honda was being discussed.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
11
Brand Exclusivity
Brand exclusivity: Top three brands with the highest buzz 1. The number of people talking about Honda is higher(8834) when compared to other 2 brands, but people talking about Honda and Chevrolet (976) is more than the people talking about Toyota and Honda (830). This suggests that Chevy is more often discussed alongside with and compared to Honda rather than Toyota (443). 2. Although more people are talking about Honda when compared to the other 2 brands, there is a huge potential audience who are talking about Toyota (3756) and Chevy (2654) but not about Honda. 3. Audience penetration is 67% ( out of 100 people who talk about automobile brands; 67 people talk about Honda)
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
12
Brand Attributes
Luxury Style & Luxury features and functions in the car, like gps, remote lock, USB, Bluetooth.
Dependability Safety, robustness & quality features associated with brand.
Value for Money How people perceive the brand in monetary terms, maintenance, on road price.
Customer Experience Sales and after sales experience of consumers.
Brand Performance Overall consumer experience of the brand including the above mentioned attributes.
Spider graph
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
13
Brand Attribute
Luxury Customer Service Dependability Brand Performance Value for Money
Ford 24.00 21.00 Hyundai 18.00 15.00 12.00 9.00 6.00 3.00 Tata Motors 0.00 Honda Toyota
M&M
Maruti Suzuki
Chevrolet
Despite having decent brand buzz on social space compared to Honda and Toyota; Maruti Suzuki scores well on the five attributes of brand. People have high brand perception about Maruti.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
14
Brand Frequency
10000
Population of Audience by Number of times Brand was mentioned.
5000
0 1 2 3 4 5 6 7 8 9 10 20 30 40 50 100 200 300 500
This graph shows that the people who mention a brand multiple times are very few. This indicates that the brand loyalty is very low. The more number of times a user mentions a brand, the higher the probability of him being loyal to the brand. Bottom Line: Engage with customers.
Channel Analytics
Channel Distribution: overall
Channel Distribution: Overall
Mentions 46034
4826 Twitter Facebook
3572 Blogs
807 News
2062 Customsites
1373 Flickr
527 Videos
Twitter is the prominent channel for conversation associated with automobile industry, followed by Facebook and blogs.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
15
Channel Distribution Brand-wise
Channel Distribution : Brand-wise
16000 14000 12000 10000 8000 6000 4000 2000 0 Maruti Twitter M&M Facebook Toyota Blogs Tata Motors News Ford Hyundai Chevrolet Honda Flickr Videos
Customsites
Twitter is the most favorite platform for discussion of various brands followed by Facebook and blogs
Day of the Week Analysis Brand Wise
4500 4000 3500 3000 2500 2000 1500 1000 500 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Maruti M&M Toyota Tata Motors Ford Hyundai Chevrolet Honda
Tuesdays & Wednesdays were the days when audiences talk the most about these brands.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
16
Day of the Week Analysis: Channel Wise
10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0
Twitter Facebook Blogs Forums News Video Flickr Customsite
Monday
Tuesday Wednesday Thursday
Friday
Saturday
Sunday
Weekly mentions received on various channels. Twitter is the most favoured channel as compared to any other channel.
Hourly Analysis
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
17
Facebook Trend
Facebook users activity on hourly basis; prime time is generally 8-10 pm when people have posted about one of the brands.
350 300 250 200 150 100 50 0
Twitter Trend
Hourly mention received count for automobile sector: people tweet about the above mentioned brands on regular basis every hour.
2500 2000 1500 1000 500 0
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
18
Audience Intelligence
Demographics: Age & Gender Distribution
Gender Distribution
Age Distribution
70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 13-17 18-25 26-35 36-45 45+
80.19 % 19.81 %
Brand-wise Sentiment distribution
Positive Honda Chevrolet Hyundai Ford Tata Motors Toyota M&M Maruti 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% Negative Neutral
Overall sentiment of automobile industry is above average and on the positive side.
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
19
Summary
Following are the key takeaways from automobile industry performance in social space. General buzz trend of automobile industry with respect to individual brands revolve around new product launches, advertisement campaigns, videos and reviews People talking about automobile sectors dont have much social presence except for twitter; an opportunity to engage the customers in other channels. Maruti Suzuki has command over Indian market segment in social space and has very high consumer mindshare Most of the conversation takes place in twitter, other channels have relatively very low share. Age group 26-35 who are the working population take part in these conversations None of the brand has active presence in Facebook, either they dont have corporate page or they do not engage with customers in regular basis.
About Simplify360
Simplify360 enables organizations to effectively implement social media concepts in to core business functions. Powered by Simplify360 AnalyticsTM, it extends a sophisticated and user-friendly environment to realize value via actionable intelligence. To know more about Simplify360 visit: www.simplify360.com
Simplify360 Social M arketing Suite Application for Social Business
Copyrights 2012 Simplify360 www.simplify360.com
20
