PRESENTACIÓN JULIO 2014

Special ReportTop 10 Auto Brands on

Social Media

October 2014

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Target

The purpose of this report is to compare the global social media profiles of the 10 most successful Auto Brands. The report aims to analyse and identify their strategies and actions regarding social media.

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Analysed Auto Brands

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Top 10 Auto Industry's KPIs - October 2014

Industry's Unique

Audience:68,620,42268,620,422

Average # of Posts:

4848

Average Engagement Rate (ER) per

Post:4,8964,896

Industry's Unique

Audience:3,071,1203,071,120

Average # of Posts:

256256

Average Engagement Rate (ER) per

Post:168168

Industry's Unique

Audience:1,083,4611,083,461

Average # of Posts:

1313

Average Engagement Rate (ER) per

Post:16,18716,187

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Top 10 Auto Brands - Benchmark:Source Alianzo Analytics

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Facebook is the most important social network for Auto Marketers

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AUDIENCE

● It brings together 68.6 million potential buyers (among the top 10 brands). THINK ABOUT MONEY! ● BMW and Mercedes gather 51% of the audience, marking a big gap with the other leading brands. IMPRESSIVE!● Mercedes and BMW have a duplicate audience of 4.6%, i.e. of the total unique audience,

2.4 million users are fans of Mercedes and BMW. GOOD NEWS FOR THEM!

CONTENT

● Auto Brands are very active in generating content on their profiles, with an average of 48 posts/month. MORE THAN ONE PER DAY!

● Mercedes stands out as the most active brand, 2.5 times higher than the industry average.● Photos (30.51%) are the most popular type of content of all published items.● These brands publish specific content about: products, spots, F1, racing cars, motor shows, events and races.

ENGAGEMENT

● The average industry engagement is 296,077 interactions per month. This is the number of interactions done by users per month. THIS IS AWESOME!

● Mercedes achieved the best engagement per month (1,344,616 interactions/month). This data is 4.5 times higher than the industry's average engagement rate. WELL DONE MERCEDES!

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● The main countries for the two leading brands (BMW and Mercedes) are India and the United States. Mexico and Turkey also stand out.

● The average fan is an Indian male.● These brands published specific content about: products, F1, racing cars and races.

India and USA are the countries where the main audience is

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Auto Photos' achieve the best engagement results

1. Volkswagen (233,687 interactions)

3. BMW (79,700 interactions)4. Audi of America

(46,881 interactions)

2. Toyota (82,140 interactions)

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AUDIENCE

The Best Facebook Auto Brands – October 2014

CONTENT

ENGAGEMENT

INTERACTIONS /MONTH

INTERACTIONS/

CONTENT

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Top 10 Auto 2014 Facebook Potential Market Value

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● Industry Audience:

● E-commerce estimate conversion rate:

● Potential Customers:

● Medium price/car:

● Potential Market Value:

68,620,42268,620,422

1%1%

686,204686,204

18,000 $18,000 $

12,351,672,000 $12,351,672,000 $

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Top 10 Auto Brands - Benchmark: Source Alianzo Analytics

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Twitter is the least important social network for Auto Brands

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● Twitter is the least important social network for the social media strategy of the Auto Brands' industry. Hyundai, Lexus and Volkswagen do not even have a global profile.

AUDIENCE

● 3,071,120 is the unique audience reached by the top 10 Auto Brands. Audi and Mercedes bring together 54.15% of the audience, marking distance with other leading brands. BIG GAP WITH THE COMPETENCE!

CONTENT

● All the brands post everyday between 8 and 9 tweets.● Honda is the most active brand with 15 tweets per day. ALMOST DOUBLES THE AVERAGE!● In general, the brands talk about their products and auto races.

ENGAGEMENT

● Although being the most popular brand, Audi does not have the highest engagement.● Nissan has the best engagement,in spite of not being the most active one posting on Twitter.

GOOD JOB NISSAN!

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The most used contents are Autos' Photos

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1. Mercedes (19,580 interactions)

3. Audi ( 1,419 interactions)

4. BMW (850 interactions)

2. Nissan (9,653 interactions)

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AUDIENCE

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CONTENT

ENGAGEMENT

INTERACTIONS /MONTH

INTERACTIONS /

CONTENT

Best Twitter Auto Brands – October 2014

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Top 10 Auto Brands - Benchmark: Source Alianzo Analytics

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Youtube is the most effective online TV tool for Auto Brands

● Youtube is the leading social network of media content. Due to the importance of TV, it becomes the essential basis of online marketing strategy for Auto Brands.

AUDIENCE

● The unique audience reached by the top 10 Auto Brands is 1,083,461 unique users. ● BMW is the brand which has the biggest audience with a 37.51% (406,378 subscribers) of the total unique users.

FANTASTIC AUDIENCE FOR BMW!

CONTENT

● The total content generated per month on YouTube is 13 videos. This is a great average.● There are brands like Volkswagen, that uploaded almost a video per day. They made 29 videos.

THIS IS AMAZING!● Volkswagens' video contents are about: E-mobility, Rally and their products.

ENGAGEMENT

● The average engagement per content is 242,911. This data indicates the number of interactions done by users in an average content. WONDERFUL!

● Volkswagen got 2.4 times higher engagement per month than the industry average.GREAT VOLKSWAGEN!

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Auto spots were the most viewed videos

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1. Volkswagen (316,444 views) 2. Honda (185,831 views)

3. Mercedes (24,881 views) 4. BMW (23,421 views)

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AUDIENCE

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CONTENT

ENGAGEMENT

INTERACTIONS /MONTH

INTERACTIONS /

CONTENT

The Best Youtube Auto Brands – October 2014

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● Facebook is the most important social network for the Auto Brands' Industry with 68,620,422 unique users. ● BMW and Mercedes own more than 50% of the total audience and have the most engagement.● Of the total unique audience, 2.4 million are fans of Mercedes and BMW.● The average engagement is huge (296,099 interactions/month) and brands generated more than one content per day

(48 contents/month). ● All auto brands follow a content strategy focused on their products (autos).

● Twitter is the least important social media tool for the automotive sector. Not all brands have a global profile.● All the brands post everyday between 8 and 9 tweets.● Mercedes achieved the best engagement with its content. Taking about their products and F1. ● Audi and Mercedes bring together 54.15% of the audience.

● Youtube is the online TV for the Auto Brands' Industry.● BMW was the brand that got the highest audience (37.49% ). ● Volkswagen was the one that uploaded more videos (almost a video per day) and generated more engagement through its

content.● Most brands talk about 'INNOVATION'. Mercedes also talks about fashion.

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Conclusions

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GOOD PRACTICES

All Auto Brands follow a content strategy focused on their products (autos).

It is neccessary to invest resources on Facebook because of its great market value regarding social media.

Youtube is essential to promote their products. Having a customized channel in this social network makes the difference.

The brand that has the largest audience is not necessarily the one that achieves the most engagement. Nissan is the brand that publishes less content on Twitter, but the one with the highest engagement.

Volkswagen is very active on Youtube, using this social network as a TV to show its products.

Weibo is a must in order to introduce products in the Chinese market.

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BAD PRACTICES

There are brands (Hyundai, Lexus and Volkswagen) that do not have global profiles on Twitter.

Ford (0 videos) and Audi (1 video) hardly publish videos on Youtube.

Instagram, Pinterest and Flickr are not commonly used media among auto brands

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METHODOLOGY

Analysed Period: From 09/11/2014 to 10/11/2014 (1 month)

CriteriaThe brand profiles choosed for the analysis, have been those that have a global appearance (they do not refer to a specific country) and use is English as their main language.

Sourceshttp://www.millwardbrown.com/BrandZ/Top_100_Global_Brands/Categories/consumer_and_retail/Cars.aspx

“Top 100 Global Brands”- www.alianzo.com

● 'Alianzo Rank'● 'Alianzo Analytics'

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12 Social Networks all in one tool

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Thank you very much

info@alianzo.comwww.alianzo.com