Tesla social media audit
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Transcript of Tesla social media audit
SOCIAL MEDIA AUDITColleen Babble - 03602625
Tram Pham - 03514237Nhung Doan - 03887297
Sydney Burns - 02640968
PROCESS
1. Selected Q4 as the time frame to audit
2. Identified all social media channels Tesla owns
3. Performed an in depth analysis of each channel and its content
1. Reviewed all data collected2. Identified key events
overall and within each channel
3. Found patterns that repeated throughout all social media channels
4. Performed a comparison of competitors in luxury brands’ social media
1. Compared information found about other luxury brands
2. Perform side by side comparisons of content and overall brand strategies
1. Evaluated each social
media channel independently for best practices
2. Reviewed holistic social media strategy
3. Reviewed overall marketing efforts to analyze campaigns
1. Determined key trends2. Suggested actionable
improvements
COLLECT ANALYZE COMPARE
EVALUATE FINALIZE
GRADING CRITERIA
EVALUATE
Quality of Content● Audience engagement● Shareability● Media quality
Brand Standards● Consistent brand voice● Convey brand pillars
Best Practices● Diverse media● Hashtags● Chanel best practices
GRADING CRITERIA
1
2
3
4
5
Below Average - It would be better not to participate
Attempting Standards - Good effort, but needs some improvement
Industry Standard - A solid attempt, no glaring mistakes but no large wins
Best Practices - Utilizing social media as intended, with great brand integration
Trail Blazers - Setting the standard for the social media channel
TESLA’S GRADE
OVERALL
3 2 4 3
SOCIAL BLOG VIDEO
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
● The branded content on social media does little to push the brand forward
● Inconsistency with posts and underutilization of platforms
● Little engagement with the audience, partners, or influencers
● Social media is used as a support structure for physical events and marketing, not as a primary tool to create genuine connection and conversation
INSIGHTS
INSIGHT 1 The branded content on social media does little to push the brand forward
● The Facebook account uses photos that are on brand, but do not do anything additional to create another layer of interest
● On Twitter, the brand is showing how global they are by using product shots, but do not show a lifestyle
● The Pinterest board describes the product, with no call to action or excitement to go with it
INSIGHT 2 Inconsistency with posts and underutilization of social media platforms
● Official Twitter account: @TeslaMotors is updated frequently with a focus on technical informative and physical marketing events. There are few human insights.
● The Vine account (Tesla Motors) has no posts although there are 10,000 loops of videos about Tesla
● Tesla’s Pinterest account stopped uploading photos in 2013.
→ These social media platforms are not used efficiently or creatively. → There is a wonderful chance to let the innovation brand pillar shine.
INSIGHT 4 INSIGHT 3 Little engagement with the audience, partners or influencers
Comments from the blog post “Driving Range in the Model S Family”. People posted many questions, Tesla responded to none.
BLOG TWITTER
Tesla retweets some influencers tweets but rarely engages in conversations with them.
INSIGHT 4 Social media is used as a support structure for physical events and marketing, not as a primary tool to create genuine connection and conversation
Blog Facebook
Instagram Youtube
Social media is used to broadcast their events/ campaigns
The events are the main reason for Tesla’s channels.
Example: Tesla Factory Upgrade campaign in November 17, 2014
Posts on Facebook are all about Tesla events in California, Paris, and Germany.
They usually update all social media channels after events.
SOCIAL OVERVIEW
OVERALL
3 2 3 3
FACEBOOK TWITTER INSTAGRAM
1
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
1
GOOGLE+
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
2
GRADE
TWITTER TWITTER FACEBOOK
● The posting is sporadic and does not adhere to a schedule
● They give product updates and use Facebook as a platform to promote physical events
● The feed starts to engage the audience by giving the option to attend events and drive the car, but does nothing for the online space or spurring conversation
The Facebook feed is inconsistent with their posting schedule. They do a good job of using a variety of media types, but do not implement any interesting or innovative campaigns or posts to engage their followers.Followers: 798,732 | Average Posts: 2| Likes: 11,675
TWITTWITTER The Tesla Twitter is dedicated to product and information updates (products’ features, to re-announce new launching events) and rarely uses the account to create a conversation and interact with its followers. Tweets: 5,438 | Following: 278| Followers: 493K| Favorites: 713| Lists: 2
Official Twitter account: @TeslaMotors:● In Q4 2014 (Oct-Dec): 60 Tweets
(average: 2-3 days/twit) ● Content posts focused on car’s
features: speed, technique, superchargers, new model upcoming, re-tweets from Elon Musk’s Twitter.
● Holiday’s marketing activity: 1 (#VeteransDay)
● Reply or retweet to users : 3 (mostly for new events or launch new model).
● The voice is straightforward, brief and professional technically.
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
3
GRADE
#Tesla (367# from users): Tesla’s fans or real customers engage with the brand by themselves. But no responses to any users from the brand # content is about : game show, test-drive, technical features, new events.
TWITTER TWITTER
TWITTWITTER Elon Musk- CEO of Tesla creates and uses his personal account on Twitter to update information (products’ features, to re-announce new launching events) but never intentionally use it as a social media channel to interact with users. Tweets: 1,168 | Following: 43| Followers: 1.67M| Favorites: 118
Official Twitter account: @elonmusk:● In Q4 2014 (Oct-Dec): 14 Tweets ● Content posts focused on car’s
features: speed, technique, superchargers, new model launching, re-tweets from Tesla Motor. The tone of content
● Reply or retweet to users : 1 (and it’s for SpaceX, not for Tesla)
● The voice is straightforward, brief and professional technically. When he tweets, people share and discuss about it more than with Tesla Motor. People feel engaging with the Tesla brand via Elon Musk.
INSTAGRAM The most active social media channelAverage posts: 30 | Average likes: 6000| Average comments: 50
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
3
GRADE
There are 3 types of content being posted:
1. Event photos2. Product photos3. Announcements of new supercharge
stationsLimited use of Hashtags:
1. #cars2. #tesla
Instagram provided more photos about the events promoted on Facebook. Example: Tesla campaign in Amsterdam Airport
Facebook Instagram
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
2 hashtags
Tesla account (Tesla Motors) on Google+: 2,149,284 followers | 50,921,912 views
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
GOOGLE+
Total of the post of Q4:- Tesla Supercharger price information of Model S (Oct 26): +1939, share 262- Veteran Day: +1315, share: 120- Model S above Hong Kong Skyline: +1131, share 67- Share with other social media source: Motor Trend Magazine article: +1027, share 96
● The product features content is pretty sharable and encourages users’ conversations.
● Most of contents are from blog, and twitter.
● Tesla needs to use more engagement with users by replying their comments
GRADE
3
PINTEREST The main use of Pinterest is to showcase the product and events from other channels 8 Boards | 83 Pins | 0 Likes | 3673 Followers| 2 Following
Tesla utilized Pinterest 2 years ago, and then stopped.They might consider this is not productive channel as people comments mostly about colors, photos, not about cars’ features
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
1
GRADE
VIDEO EVALUATION
OVERALL
2 1 3
VINE YOUTUBE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
3
GRADE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
YOUTUBE The videos and content on the YouTube channel does a good job of showing off the products and creating interest for the audience. 5 Videos | Average views: 155,307
● The content is somewhat sharable and helps to fosters conversations around the brand and the product. The audience enjoys the product videos and teasers more so than the news announcements.
● There is a need to use more innovation in the content and in the use of the platform.
● The quality of videos is not up to par with the product.
VINE Tesla has a Vine account but has never used it in any capacity 12,458 Followers | 0 Following | 0 Loops
Although Tesla themselves have never used the account, the #tesla has been used often to find videos about Tesla.
1
GRADE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
BLOGThe most consistent channel in term of posting scheduleTotal posts: 11 | Average Number of Comments: 98
Tone of voice: professional
Interface: minimal design and pleasing to the eyes. Few photos.
Target audience: Tesla owners, potential customers, and who know about car.
4
GRADE
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
All articles are quite technical and are written like reports containing a large amount of statistics and facts.
These posts seem to be well received by the target audience (Tesla owners, potential customers, and those who are car aficionados), but might not be appealing to people who are casual car buyers or are just interested in the lifestyle associated with Tesla.
1 - BELOW AVERAGE 2 - ATTEMPTING STANDARDS 3 - INDUSTRY STANDARD 4 - BEST PRACTICES 5 - TRAIL BLAZERS
BLOG
People spend a significant amount of time on the Blog and continue to post comments months after a post has originally been published.
Blog post from 5 months ago
Comments captured on Feb 28
BLOG
● Focus on additional brand pillars including: renewable energy, open source knowledge and innovation. Use channel best practices such as contests and and games to inspire the online communities’ projects that align with their vision for a cleaner, more connected future
● Respond to brand enthusiasts that are located in prime interest areas for Tesla [such as Texas] in an effort to move brand acceptance forward
● Engage political influencers to create conversations that move their political views into the spotlight and add credibility
● Create a social media content calendar that ensures posting is consistent across all platforms and content is diverse and shareable
● Create more shareable content by utilizing the lifestyle of the brand, not just the product
RECOMMENDATIONS
Twitter: ● Utilize influencers voice by retweeting their content ● Increase Twitter’s content to cover subjects including technology and product features to customers’ insights● Share users’ experiences, stories and product values
Instagram:● Use a larger variety of hashtags to better share the message and increase searchability● Repost impressive photos/videos from Tesla’s owners or other Instagram users to diversify the content
Vine: ● Delete the Vine account. It does not have a relevant following to the brand
Blog● Respond to comments about product concerns
Pinterest:● Re-invigorate account by posting new model photos, launching events, and road trips● Creating a lifestyle around the Tesla brand through more diverse boards and pins
Google +:● Engage with audience through the comment section
ACTIONABLE ITEMS
VINE Tesla has an official account but has never used it. 12,458 Followers | 0 Following #tesla
October:
Oct 30: 1,180 Loops (video by
PSFK at Tesla New York –
discover technology of Tesla)
Oct 29: 304 Loops (video review
of Tesla Model S P85)
Oct 25: 330 Loops
Oct 23: 622 Loops
Oct 22: 1,093 Loops (Wrapping a
Tesla at Expo)
Oct 20: 281 Loops (Taxi Tesla in
Amsterdam)
Oct 12: 400 Loops (Tesla taxi in
Quebec)
Oct 9: 31,474 Loops (Zero to 60
in “3” – a Tesla test drive in LA)
November:
Nov 25: 423 Loops
Nov 20: 2,335 Loops (Tesla
Taxi in Quebec)
Nov 16: 341 Loops
Nov 14: 386 Loops
Nov 11: 661 Loops (re-
charge Tesla in China)
Nov 10: 382 Loops
Nov 8: 491 Loops (Modern
technology, the greatest
thing of owning a #tesla)
Nov 3: 434 Loops
December:
Dec 30: 195 Loops
Dec 28: 905 Loops
Dec 27: 734 Loops
Dec 24: 547 Loops
Dec 18: 177 Lopps
Dec 17: 211 Loops
Dec 15: 183 Loops
Dec 10: 2,279 Loops
(video music with Tesla)
Dec 5: 1,265 Loops (test-
driving in Montreal-
Quebec)
Dec 5: 408 Loops (Tesla
auto show in Quebec)
Dec 1: 3,502 Loops (LA
Auto Show)