Monday, December 17, 2012

Indian Auto OEM Social Media Score

Yes, you heard it right! Auto Companies are fighting it out to gain share in not only market sales but in social media as well. OEMs have specialized teams to track consumer engagement in various social media platforms such as Twitter, Facebook, Blogs etc. Engagement is the key to success in these platforms. The brand with continuous interaction and instant response wins in this game. Surprisingly Indian Auto brands fare better than their foreign counterparts here as well. Mahindra leads the pack with over 41 lakh fans of Facebook! The auto brand commands 8% market share, but has succeeded to garner over 25% of the Total Auto fans. Tata and Maruti emerge second and third with 29 Lakh & 22 Lakh fans respectively. Also notable is the popularity of the premium German brands - Audi, BMW & Mercedes.

Audi works its charm in the social media space as well - Audi tops the performance table with an Unmetric score of 53! It symbolifies how well Audi as a brand has engaged with its audience. The score is not a measure of the number of fans alone; but also the brands interaction with its audience through the means of likes, comments, shares and estimated impressions. All of this is possible when the flag bearer is none other than Audi's top boss - Mr. Michael Perschke. This outgoing personality has pumped life into the brand and you'd find him actively involved in most of the discussions as well. In many instances he would himself address customer concerns/queries. Similar character is also visible in Mr. Anand Mahindra - you'd be well aware if you follow his tweet handle regularly.

This is how Engagement Score was calculated -
click on the image to enlarge
As a layman, one wouldn't be much worried about the scores. But the scores have a much bigger impact than it seems. The phenomena could be explained by assessing the fan profile - 92% of the fans are under the age of 30. This means the probability of the fan converting to a customer is higher in a long term. Also these fans would emerge as 'promoters' of your brand. It is also a way to breed brand loyalists.

One could mostly remember the Brand news being dissipated through these forums - perfect channel to announce new launches, product videos and also raise contests. Brands also organize several promotions, surveys and advertisement campaigns through the medium -

So, if you have just liked BMW's page of Facebook - remember that it is being tracked :)

Unmetric compiled its report by sourcing data from its social media benchmark platform. Where brands like Mahindra & Mahindra, Tata Motors and Maruti Suzuki had multiple pages, weighted averages were taken to combine all the data. All statistics were gathered from July 1st, 2012 to September 30th, 2012.
(click to enlarge)

More on the study conducted by Unmetric could be found at -


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