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Post on 13-Sep-2014
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Social Media and Social Network
Presentation: Honda Motor Ltd. & Volkswagen
Structure of the Presentation
1. Introduction of Honda & Volkswagen
2. Analysis of Honda and Volkswagen adopted social media- day-to-day
3. Main Campaigns
4. Main Errors
5. Potential improvements and implementation
Comparison (2013 data)Honda Motor Ltd. Volkswagen Ltd.
Nationality Japanese German
Year of creation 1948 1937
Employees 187 094 employees 549 763 employees
Revenue 104 Billion USD 271 Billion USD
Profit 3.9 Billion $ 12.4 Billion USD
Honda Motor Ltd.
1. World's largest motorcycle manufacturer since 1959
2. World's largest manufacturer of internal combustion engines
3. Second largest Japanese automobile manufacturer.
4.Honda is the eighth largest car manufacturer in the world
Volkswagen
1. Volkswagen means "people's car" in German. Its current slogan is Das Auto ("The Car")
2. Volkswagen has three cars in the top 10 list of best-selling cars of all time compiled: the Volkswagen Golf, the
Volkswagen Beetle, and the Volkswagen Passat.
3. Volkswagen ranks first in spending the most money of any automaker on research and development as of 2011.
Market Share (The Economist)
Honda: Day to Day Social Media Activities
Gifts and Giveaways
Honda: Day to Day Social Media Activities
Emotional Engagement
Volkswagen: Day to Day Social Media Activities
Gifts and Giveaways
Volkswagen: Day to Day Social Media Activities
Customer Engagement
Honda: Day to Day Social Media
Volkswagen Day to Day Social Media
VW & Honda: Day to Day
• Prizes and Giveaways• Emotional Engagement• Sales and Promotions
This is unsurprising.In many ways, unoriginal.
Why do it? The importance of Social media
• The need for improving brand image
• Automotive Lease Guide's Perceived Quality Study:
Perceived quality influences price and value of a car, when real the actual product matters less.
• Honda- 85.5 - Ranked 2nd
• VW- 67.4 - Ranked 5th
VW & Honda: Day to Day
• Prizes and Giveaways• Emotional Engagement• Sales and Promotions
This is unsurprising.In many ways, unoriginal.
VW: Innovative Social Media Campaigns
• Holland- Facebook• Choose- Beetle/Transporter• 1st to 20,000 likes = Winner• 1 individual wins the car
• https://www.youtube.com/watch?v=qrMbPwy_qKo&noredirect=1
• Facebook fans more than doubled
• Most people spent over 10 minutes playing the game
• 700% increase on engagement on the Volkswagen Facebook page
VW: Innovative Social Media Campaigns
• Augmented Reality• Fusion of print and
digital media. • 50,000 take part• 7% signed up for a test
drive
• https://www.youtube.com/watch?v=K0Nkgr-t78E&noredirect=1
Volkswagen Viral Success
• Youtube- ‘The Force’ • Effective way of building brand image
• Initial High Profile Ad• Word of Mouse• Social Media does the
rest. • https://www.youtube.com/watch?v
=R55e-uHQna0&noredirect=1
Social Media Errors
References• http://b.vimeocdn.com/ts/352/423/352423027_640.jpg• http://10and5.com/wp-content/uploads/2012/07/01-volkswagen-street-quest-key-visual.png• http://www.simplyzesty.com/Blog/Article/September-2011/Volkswagen-Use-Augmented-Reality-Campaig
n-To-Engage-50,000-Customers
• http://therealmcast.com/wp-content/uploads/2011/02/star-wars-volkswagen.jpg