social media report - car brands: q4,2015
TRANSCRIPT
Comparison ofTop Car Brandson Facebook inQ4-2015
Oct 01, 2015 - Dec 31, 2015
Top Car Brands on Facebook Q4-2015
We looked at the top 10 car brands on Facebook in the last quarter of 2015.
Read on to find out how brands like Porsche, Mercedes-Benz, BMW and Ferrari
performed.
Highlights
• With a growth rate of 1,284%, Volkswagen enjoyed the highest Fan Growth Rate among the 10 brands analysed.
• Among the 10 brands, on an average, 38% of content posted by brands was “brand related”.
• Among the brands analyzed, Porsche was engaging best with their Fans.
• 26,629 new Posts were written across these 10 ‘brand walls’. That’s an average of 28.6 Posts per day - per wall!
Key Findings
• Unsurprisingly, the most engaging content among the top car brands is product related – pictures of
their vehicles.
• While Ferrari posted the most, it was Mercedes-Benz who outperformed the competition with the
most Likes, Shares and Comments.
• Mercedes-Benz’ content strategy leaned heavily on the interactive nature of social media. Their most
engaging content were offers and questions to Fans, thereby encouraging engagement.
• Many of these brands also highlight their presence at various auto shows, which was received well by
their audience.
• Of the brands analyzed, Volkswagen had the highest MAU/Brand Likes percentage for their app –
“Volkswagen - Das Autorennen”
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Fans
Volkswagen International had the largest fan base of 24,038,181 and also had the highest fan growth of 1284.41%.
Auto Brands
0.00%
200.00%
400.00%
600.00%
800.00%
1000.00%
1200.00%
1400.00%
0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K
Gro
wth
%
Number of Fans
MINI Ferrari Porsche Mercedes-BenzRange Rover BMW Nissan Global Volkswagen InternationalCitroën Lamborghini
Fans - Geography
Auto Brands
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States Egypt Countries < 2% Mexico Argentina Brazil Turkey Other Countries Japan India
Conversations
Mercedes-Benz had the highest PTAT of 0.97% as a percentage of its average number of Fans during this time period.
Auto Brands
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
0K 5,000K 10,000K 15,000K 20,000K 25,000K
Pe
op
le t
alk
ing
ab
ou
t (a
s %
of
Fa
ns)
Average Number of Fans
MINI Ferrari Porsche Mercedes-BenzRange Rover BMW Nissan Global Volkswagen InternationalCitroën Lamborghini
Engagement - Posts
Ferrari published the greatest number of posts (474). Porsche had the highest average engagement, with a score of 421.
Auto Brands
0 50 100 150 200 250 300 350 400 450 500
0 50 100 150 200 250 300 350 400 450
MINI
Ferrari
Porsche
Mercedes-…
Range Rover
BMW
Nissan Global
Volkswagen…
Citroën
Lamborghini
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement Breakdown
0 500000 1000000 1500000 2000000 2500000
Ferrari
MINI
Porsche
Mercedes-Benz
Range Rover
BMW
Nissan Global
Volkswagen International
Citroën
Lamborghini
Likes Comments Shares
Mercedes-Benz received the most number of Likes (1,976,126), Mercedes-Benz got the most number of Comments (54,206) and Mercedes-Benz had the most number of Shares (274,267).
Auto Brands
Most Engaging Brand Posts
Auto Brands
Porsche
Thu, Nov 12 at 5:30 AM EST
Even Mark Webber can´t do this. That´s why you shouldn´t.
Engagement Score
Likes Comments Shares Sentiment
1,000 150,605 4,772 59,788 Positive
Mercedes-Benz
Sun, Nov 1 at 5:47 AM EST
Enjoy our selection of the week's most liked Instagram shots. And while you're at it, why don't you
..
Mercedes-Benz
Sun, Oct 18 at 5:57 AM EDT
Enjoy our selection of the week's most liked Instagram shots. And while you're at it, why don't you
..
Engagement Score
Likes Comments Shares Sentiment
990 1,223 50 31,514 Positive
Engagement Score
Likes Comments Shares Sentiment
989 786 28 30,538 Positive
Most Engaging Brand Posts
Auto Brands
Porsche
Tue, Dec 29 at 5:00 AM EST
“Soon or late the man who wins is the man who thinks he can.” Written by Walter D. Wintle – brought
..
Engagement Score
Likes Comments Shares Sentiment
971 34,894 828 10,543Uncategori
zed
Mercedes-Benz
Mon, Oct 5 at 12:13 PM EDT
Take a 360° look at this Mercedes-Benz masterpiece. Superb materials combined with amazing design, t ..
Mercedes-Benz
Sat, Oct 10 at 4:03 AM EDT
Sitting in a Mercedes-Maybach – a feast for the senses. This is your chance to get a unique 360° loo ..
Engagement Score
Likes Comments Shares Sentiment
969 77,280 9,074 11,390 Positive
Engagement Score
Likes Comments Shares Sentiment
966 72,641 8,409 11,518 Positive
Fan Posts
0 1000 2000 3000 4000 5000 6000 7000
MINI
Ferrari
Porsche
Mercedes-Benz
Range Rover
BMW
Nissan Global
Volkswagen International
Citroën
Lamborghini
Number of Fan Posts
BMW's Facebook Page saw the highest number of Fan posts (6,364).
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Sentiment Analysis
Lamborghini received the highest percentage of Positive Sentiment (21.00%).
Auto Brands
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MINI
Ferrari
Porsche
Mercedes-Benz
Range Rover
BMW
Volkswagen International
Citroën
Lamborghini
Negative Neutral Positive
Brand Responses
Volkswagen International responded to the highest percentage of Fan posts (11.19%).
Auto Brands
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
% o
f F
an
Po
sts
Bra
nd
Re
spo
nd
ed
to
Average Response Time (mins)
MINI Ferrari Porsche Mercedes-Benz Range Rover BMW Volkswagen International Citroën Lamborghini
Share Of Voice – Volume of Posts
Among the brands analyzed, Ferrari was the most prolific content creator with 474 posts.
Auto Brands
6%5%
4%
12%
7%
5%
7%
32%
2%
20%
Range Rover Nissan Global Citroën BMW
Lamborghini Volkswagen International Porsche Ferrari
MINI Mercedes-Benz
Share Of Voice – Likes
Mercedes-Benz, who posted the second most frequent, received the largest volume of Likes (1,976,126), in the group.
Auto Brands
1%
0%
0%
21%
13%
0%12%22%
0%
31%
Range Rover Nissan Global Citroën BMW
Lamborghini Volkswagen International Porsche Ferrari
Share Of Voice – Comments
Mercedes-Benz also received the largest volume of Comments (54,206).
Auto Brands
1% 0%0%
18%
9%
2%
14%
17%0%
39%
Range Rover Nissan Global Citroën BMW
Lamborghini Volkswagen International Porsche Ferrari
Share Of Voice – Shares
Rounding up the engagement metrics, Mercedes-Benz also received the largest volume of Shares (274,267), among the 10 brands.
Auto Brands
1% 0% 0%
11%
9%
0%
20%
21%0%
38%
Range Rover Nissan Global Citroën BMW
Lamborghini Volkswagen International Porsche Ferrari
Campaign Comparison
0 5 10 15 20 25 30
0 100 200 300 400 500 600
NO DATA(MINI)
Special Summer…
FIA WEC 2015(Porsche)
#MBIAA15(Mercedes-…
#ReadyToDiscover(Ran…
#BMWrepost(BMW)
#TokyoMotorShow(Nis…
NO DATA(Volkswagen…
Citroën…
NO DATA(Lamborghini)
Number of Posts
Engagement Score
Engagement Score Number of Posts
During this time period, #ReadyToDiscover was the most engaging run by Range Rover. Range Rover published the most (26) in its #ReadyToDiscover campaign.
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