south african automotive top 10 on facebook q4 2015
TRANSCRIPT
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.
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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%.
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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
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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.
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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%
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
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.
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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
Lexus (South Africa)
Mercedes-Benz South Africa
Toyota SA
Volkswagen South Africa(ZA)
Hyundai South Africa
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).
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Most Engaging Brand Posts
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Land Rover South Africa(ZA)
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
Engagement Score Likes Comments Shares Sentiment
1,000 38,954 740 508 Uncategorized
Engagement Score Likes Comments Shares Sentiment
1,000 28,372 792 1,768 Uncategorized
Most Engaging Brand Posts
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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
Engagement Score Likes Comments Shares Sentiment
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
Volkswagen South Africa(ZA)
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
Engagement Score Likes Comments Shares Sentiment
1,000 73,669 5,899 1,919 Uncategorized
Engagement Score Likes Comments Shares Sentiment
1,000 18,847 912 572 Uncategorized
Fan Posts
Lexus (South Africa)
Audi South Africa
Mercedes-Benz South Africa
Toyota SA
Hyundai South Africa
Volkswagen South Africa(ZA)
Land Rover South Africa(ZA)
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%).
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Lexus (South Africa)
Mercedes-Benz South Africa
Hyundai South Africa
Land Rover South Africa(ZA)
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%).
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800 1000 1200 1400 1600 1800 20000.0%
5.0%
10.0%
15.0%
20.0%
25.0%
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
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.
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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.
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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.
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16%
15%
11%
6%5%6%
25%
3% 7%5%
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 – SharesFord South Africa received the largest volume of Shares (17,448), among the brands in "SA Auto" Group.
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17%
10%
9%
7%6%10%
25%
2% 8%5%
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
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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