|By PR Newswire||
|November 21, 2012 11:32 PM EST||
CHENNAI, November 22, 2012 /PRNewswire/ --
In the Most Comprehensive Study of how Top Car Brands are Using Facebook in India, Audi and Tata Motors Lead the Sector Whereas Toyota and Chevrolet are yet to Make a Major Impact
As middle class India mobilises on a scale not seen since 1960's America, having a car is no longer a luxury of the few but an essential part of everyday life. The car market in India has come a long way since the Premier and the Ambassador, with today's discerning buyer being able to choose from a Rs. 1.5 lakh Tata Nano up to a Rs. 1.5 crore Audi R8. As car showrooms pop up in towns and cities across India, a new marketing frontier is opening up on Facebook to win the hearts, minds and hopefully, the loyalties of young, upwardly mobile citizens.
Today, Unmetric, the social media benchmarking company, released the most in-depth and comprehensive report on how 16 car manufacturers in India are using Facebook to leverage their marketing efforts. The report examines every aspect of the brands' Q3 social media strategy (July 1st and September 30th).
Key to rating the performance of the various car brands is the Unmetric Score, a unique measurement designed to give 'sector aware' context to social media activity. The Car Brands in India Report highlights successes in specific metrics, while the combined Unmetric Score represents those brands with the best social media performance on Facebook. The score is a scientific blend of various qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number.
Despite being a new entrant in the market compared to the other manufacturers, Audi tops the performance table with an Unmetric Score of 53. At number two is India's own Tata Motors with an Unmetric Score of 52 while another German brand, BMW, drives home in third place with an Unmetric Score of 40.
In terms of raw numbers, the Indian car manufacturers come out on top. Mahindra, Maruti Suzuki and Tata have 91 lakh fans - more fans than every other car brand combined. Not surprising, perhaps, considering that these brands control over 52% of the market. It was the aspirational German brands which dominated the foreign car makers. BMW, Audi, Mercedes and VW have 39 lakh fans between them despite commanding less than 0.8% of the market share.
A demographic analysis of all the brands' pages yielded results that might be surprising to some yet unsurprising to others within the social media industry. The average fan of a car Facebook page in India is a young, single male, under the age of 21. While we know (and hope) that not too many 19 year olds are driving around BMW's or even XUV's, it should come as no surprise to see these figures since over 80% of Facebook users in India are young, single and male.
As any social media agency will tell you though, fans numbers only give a small fraction of the whole social media story. How well a brand engages with an audience is far more important than fan numbers alone. Unmetric calculates engagement on a Facebook page by weighing the number of Likes, Comments, Shares and Estimated Impressions for each post.
Once again it was the premium German marques that got the most people talking. Audi blazed a trail with an average engagement score of 490. There was a surprising showing from Mitsubishi, which achieved an average engagement score of 265. This was followed up by BMW and Mercedes, who managed an average engagement score of 222 and 144 respectively.
To find out how different types of content affect engagement on Facebook, Unmetric uses 'human computing' along with advanced algorithms to uncover and dissect the content strategy of brands on Facebook. In this analysis of car manufacturers in India, it was found that most brands were talking about themselves while, in fact, talking about the car sector in general scored better engagement among the fans.
Taking the content analysis one step further, Unmetric also sub-categorised the "talking about the brand" posts. This analysis found that most brands posted news about the brand but what fans really responded to were new model announcements and events such as the Delhi Auto Expo.
For example, on August 14th, 2012, BMW posted the most engaging piece of content for the time period analysed. It was about a new concept car and asked if people would want to go and see it. The post got an engagement score of 2,264 thanks to 66,759 Likes, 3,415 Comments and 15,811 Shares. No other post came close to this level of engagement although all brands saw higher engagement for new model announcements.
One of the ways brands can encourage a Facebook community to grow and engage better is to be responsive to their fans. In this respect, Unmetric looked at how well the car manufacturers in India were responding to fan posts. Most pages responded to less than 10% of fan posts, with Tata Motors replying to the highest percentage of fan posts.
Tata Motors cemented their position as the number one caring brand by responding to fan posts in just over 3 hours on average. Hyundai was the second most responsive brand, replying to fan posts in around 7 hours on average. Chevrolet came in third with an average response time of 11 hours. Honda sat at the bottom of the table of brands that engaged with fans, taking over 3 days on average to reply to fans.
Here is a breakdown of the study which shows the top 5 brands for each metric analysed:
- Top Unmetric Scores on Facebook
1. Audi - 53
2. Tata Motors - 52
3. BMW - 40
4. Hyundai - 37
5. Mahindra - 32
- Most Fans on Facebook
1. Mahindra Motors - 4,137,641
2. Tata Motors - 2,848,144
3. Maruti Suzuki - 2,163,328
4. Audi - 1,255,698
5. BMW - 1,176,361
- Most Engaging Brands on Facebook Based on Average Engagement Score
1. Audi - 490
2. Mitsubishi - 265
3. BMW - 222
4. Mercedes - 144
5. Renault - 100
- Fastest Average Reply Time on Facebook
1. Tata Motors - 3 hrs 24 mins
2. Hyundai - 7 hrs 18 mins
3. Chevrolet - 10 hrs 50 mins
4. Mercedes - 11 hrs 3 mins
5. Skoda - 13 hrs 57 mins
- Most Engaging Content (average engagement score combined from all Facebook pages)
1. New Vehicle Launch - 79
2. Events - 41
3. Brand News - 35
4. Questions to Fans - 26
5. Contests - 20
"Young India has always had a penchant for the aspirational so I am not surprised to see the German auto manufacturers leading the way when it comes to social media performance in India," said Unmetric CEO, Lakshmanan Narayan. "With sales of just over 7,000 units in the last 12 months, we can probably count on one hand the number of 19 year olds that are able to buy their own Mercedes, so why does the brand page have nearly 6 lakh young fans? I think what we are seeing is the younger generation defining their own personal brand by aligning themselves with brands associated with money, wealth, success and power. It's interesting to see when compared to Facebook pages of car brands in North America because it is the everyday brands like Ford, Chevrolet and Chrysler that lead the way there on social media performance."
Unmetric compiled its report by sourcing data from its social media benchmark platform. Where brands like Mahindra Motors, Tata Motors and Maruti Suzuki had multiple pages, weighted averages were taken to combine all the data. All statistics were gathered from July 1st, 2012 to September 30th, 2012.
Unmetric Inc. is headquartered in New York and works with clients across the world including Citibank, Subway, Airtel, MakeMyTrip and Campbell's. The Unmetric platform was established to give Fortune 500 companies, large global brands and leading digital agencies key performance data around which they could benchmark their social media efforts and answer the question "Are we doing well?"
Primary Media Contact: Peter Claridge, [email protected], 91-89-39704365
Secondary Media Contact: Olivia Gallion, [email protected], 1-415-6779125
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and t...
Nov. 29, 2015 09:45 AM EST Reads: 446
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessi...
Nov. 29, 2015 09:15 AM EST Reads: 338
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Nov. 29, 2015 08:45 AM EST Reads: 209
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Nov. 29, 2015 08:00 AM EST Reads: 264
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Y...
Nov. 29, 2015 07:00 AM EST Reads: 493
Continuous processes around the development and deployment of applications are both impacted by -- and a benefit to -- the Internet of Things trend. To help better understand the relationship between DevOps and a plethora of new end-devices and data please welcome Gary Gruver, consultant, author and a former IT executive who has led many large-scale IT transformation projects, and John Jeremiah, Technology Evangelist at Hewlett Packard Enterprise (HPE), on Twitter at @j_jeremiah. The discussion...
Nov. 29, 2015 06:45 AM EST Reads: 739
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Nov. 29, 2015 06:00 AM EST Reads: 373
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
Nov. 29, 2015 06:00 AM EST Reads: 552
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem"...
Nov. 29, 2015 05:00 AM EST Reads: 459
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound...
Nov. 29, 2015 04:30 AM EST Reads: 483
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at Built.io, examined how Docker has evolved into a highly effective tool for application del...
Nov. 29, 2015 04:00 AM EST Reads: 376
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNu...
Nov. 29, 2015 03:00 AM EST Reads: 338
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, San...
Nov. 29, 2015 03:00 AM EST Reads: 595
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user e...
Nov. 29, 2015 02:45 AM EST Reads: 423
In today's enterprise, digital transformation represents organizational change even more so than technology change, as customer preferences and behavior drive end-to-end transformation across lines of business as well as IT. To capitalize on the ubiquitous disruption driving this transformation, companies must be able to innovate at an increasingly rapid pace. Traditional approaches for driving innovation are now woefully inadequate for keeping up with the breadth of disruption and change facin...
Nov. 29, 2015 02:30 AM EST Reads: 500