South African Automotive Top 10 on Facebook Q4 2015

Comparison of Top 10

Automotive Brands in South Africa Q4-2015

Top Automotive Brands on Facebook Q4-2015

• We looked at the top 10 Automotive brands on Facebook in South Africa over the last quarter of 2015

• Read on to find out how brands like Mercedes-Benz, Ford and Land Rover performed.

SA Auto

Highlights• With a growth rate of 23.57%, Mercedes-Benz enjoyed the highest Fan

Growth Rate amongst the 10 brands analysed despite already having the largest audience

• Among the brands analysed, Lexus was engaging best with their fans.• 70,148 User Comments were written across these 10 brands walls. That’s

an average of 76 potential customer touch points per day – per wall. • Unsurprisingly, the most engaging content was product related – pictures

of their vehicles. • While Mercedes-Benz South Africa published the greatest number of

posts, it was Ford who outperformed the competition with the most likes, shares and comments.

• Summer holidays was the major campaign theme for Q4 with BMW Holiday Check (2015) being the most engaging.

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FansMercedes-Benz South Africa had the largest fan base of 860,538 while Mercedes-Benz South Africa showed the highest fan growth of 23.57%.

SA Auto

400,000K 450,000K 500,000K 550,000K 600,000K 650,000K 700,000K 750,000K 800,000K 850,000K 900,000K0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%

Lexus (South Africa) Audi South Africa Mercedes-Benz South Africa Toyota SAHyundai South Africa Volkswagen South Africa(ZA) Land Rover South Africa(ZA) KIA Motors South AfricaFord South Africa BMW South Africa

Number of Fans

Gro

wth

%

Fans - Geography

SA Auto

Merced

es-B...

Toyota

BM

W

KIA Moto

rs

Land R

over

Hyund

ai Lex

us Ford

Volks

wagen

Au

di 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Countries < 2% Botswana Other Countries South Africa Namibia

ConversationsLexus (South Africa) had the highest PTAT of 5.50% as a percentage of its average number of Fans during this time period.

SA Auto

400,000K 450,000K 500,000K 550,000K 600,000K 650,000K 700,000K 750,000K 800,000K 850,000K0.0%

0.5%

1.0%

1.5%

2.0%

2.5%


Average Number of Fans

Peop

le t

alki

ng a

bout

(as

% o

f Fa

ns)

Engagement - PostsMercedes-Benz South Africa published the greatest number of posts (308). Lexus (South Africa) had the highest average engagement, with a score of 879.

SA Auto

Lexus (South Africa)

Mercedes-Benz South Africa

Hyundai South Africa

Land Rover South

Africa(ZA)

Ford South Africa

0 100 200 300 400 500 600 700 800 900 1000

0 50 100 150 200 250 300 350

posts dummy eng dummy

Engagement Score

Number of Posts

Engagement Breakdown

Audi South Africa



Toyota SA

Volkswagen South Africa(ZA)


Land Rover South Africa(ZA)

KIA Motors South Africa

BMW South Africa

Ford South Africa

0 50000 100000 150000 200000 250000 300000 350000 400000 450000

Likes Comments Shares

Ford South Africa received the most number of Likes (387,507), Ford South Africa got the most number of Comments (17,537) and Ford South Africa had the most number of Shares (17,448).

SA Auto

Most Engaging Brand Posts

SA Auto


Sat, Dec 19 at 8:00 AM ESTThe Range Rover Sport SVR goes from 0-100kph in 4,7 seconds. Can we get a thumbs up for this

brute?

NO IMAGE

Engagement Score Likes Comments Shares Sentiment

1,000 25,517 775 625 Uncategorized

Lexus (South Africa)Fri, Dec 18 at 6:00 AM EST

Lexus, the pursuit of perfection.

Caption this ...

NO IMAGE

Toyota SAFri, Dec 18 at 5:00 AM EST

Toyota fans, are you ready to race for a chance to own the new Hilux?

Stay closely glued to our Fa ..

NO IMAGE


1,000 38,954 740 508 Uncategorized


1,000 28,372 792 1,768 Uncategorized

http://www.facebook.com/128258163884925/posts/1065688333475232



Most Engaging Brand Posts

SA Auto

BMW South AfricaTue, Dec 15 at 6:10 AM EST

Start your journey off the right way. Book a complimentary BMW Holiday Check:

http://bit.ly/11TLWxN

NO IMAGE


1,000 39,594 511 404 Uncategorized

Lexus (South Africa)Tue, Dec 15 at 6:00 AM EST

It's the season for giving, there's a bit more cheer in the air.

Who would you spoil with a brand ne ..

NO IMAGE


Wed, Dec 9 at 12:30 PM ESTOur fresh Special Offers page gives you a bird's eye view of our most enticing Volkswagen deals.

Che ..

NO IMAGE


1,000 73,669 5,899 1,919 Uncategorized


1,000 18,847 912 572 Uncategorized




Fan Posts


Audi South Africa


Toyota SA




KIA Motors South Africa

Ford South Africa

BMW South Africa

0 100 200 300 400 500 600 700 800 900Number of Fan Posts

Mercedes-Benz South Africa's Facebook Page saw the highest number of Fan posts (765).

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Sentiment AnalysisLand Rover South Africa(ZA) received the highest percentage of Positive Sentiment (69.00%).

SA Auto





Ford South Africa

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Negative Neutral Positive

Brand ResponsesVolkswagen South Africa(ZA) responded to the highest percentage of Fan posts (57.41%).

SA Auto

800 1000 1200 1400 1600 1800 20000.0%

5.0%

10.0%

15.0%

20.0%

25.0%


Average Response Time (mins)

% o

f Fa

n Po

sts

Bran

d Re

spon

ded

to

Share Of Voice – Volume of PostsMercedes-Benz South Africa published the most with 311 posts, among the brands in "SA Auto" Group.

SA Auto

29%

7%

8%4%9%

13%

9%

5%

8%

9%Mercedes-Benz South Africa Lexus (South Africa) Toyota SA Audi South AfricaBMW South Africa Land Rover South Africa(ZA) Ford South Africa Hyundai South Africa

Share Of Voice – Likes Ford South Africa received the largest volume of Likes (387,507), among the brands in "SA Auto" Group.

SA Auto

15%

16%

10%

9%6%8%

20%

3% 6%7%

Mercedes-Benz South Africa Lexus (South Africa) Toyota SA Audi South AfricaBMW South Africa Land Rover South Africa(ZA) Ford South Africa Hyundai South Africa

Share Of Voice – Comments Ford South Africa received the largest volume of Comments (17,537), among the brands in "SA Auto" Group.

SA Auto

16%

15%

11%

6%5%6%

25%

3% 7%5%


Share Of Voice – SharesFord South Africa received the largest volume of Shares (17,448), among the brands in "SA Auto" Group.

SA Auto

17%

10%

9%

7%6%10%

25%

2% 8%5%


Campaign Comparison

SEMA 2015(Lexus (South Africa))

Audi Q7(Audi South Africa)

#MondayMotivation(Mercedes-Benz South Africa)

Dakar Rally 2016(Toyota SA)

New Santa Fe(Hyundai South Africa)

#VWJuniorMastersSA(Volkswagen South Africa(ZA))

#LandRoverExperience(Land Rover South Africa(ZA))

Road trip tip(KIA Motors South Africa)

Ford Kuga(Ford South Africa)

BMW Holiday Check (2015)(BMW South Africa)

0 200 400 600 800 1000 1200

0 5 10 15 20 25 30

posts dummy eng dummy

Engagement Score

Number of Posts

During this time period, BMW Holiday Check (2015) was the most engaging run by BMW South Africa. Toyota SA published the most (25) in its Dakar Rally 2016 campaign.

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For a detailed analysis on any of the brands included in this

report

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South African Automotive Top 10 on Facebook Q4 2015

Automotive

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