How Automakers Can Tap Social Media To Drive Nameplate Marketing
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Social media analysis enables brand managers to quantify the qualitative perceptions about brands and products expressed online. In this study of Porsche and the Porsche Panamera model over a two year period, we track the drivers of brand affinity on social media.
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How Automakers Can Tap Social Media To Drive Nameplate Marketing
- 1. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.1
- 2. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. • Purpose • Case Study: Uncovering and Quantifying Consumer Perceptions – Porsche Brand and Porsche Panamera • Key Takeaways for Automotive Companies • Case Study: Preemptive Product Positioning Opportunities – Clean Diesel Category Perception (US) and Volkswagen Jetta TDI • Key Takeaways for Automotive Companies TABLE OF CONTENTS 2
- 3. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Consumers tellushow theyfeeland what theywant rightnow onsocial media,butmost companies aren’t really listening. Andifthey are, they haven’t been able toachieve alevelof granularityoraccuracy thatisactionable forthe business. Automakers haveauniqueopportunity tousesocial mediadata togain astrategic advantage overthecompetition– ifthey useitinthe correct way.Counting several majorglobalautomakers asclients, the Crimson Hexagon team explored newwaysinwhichthese firmscantap existing consumer perceptions of brands, individual nameplates, and distinct vehiclecategories todrivemarketing success. Throughdeep analysis ofsocial data, weseek todiscover opportunities for automotive companies togaininsightinto consumers’ nuanced, evolving perceptions. Inthisdocument, we discuss our research findings and explain theimplications forautomakers and theircreative agencies. PURPOSE 3
- 4. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. AUTO BRAND: Porsche BUSINESS QUESTION: How can we quickly tap into current consumer perceptions to inform our brand and product messaging? METHOD: Develop a framework to identify, separate, and quantify distinct consumer perceptions by analyzing the online conversations around the Porsche brand and Porsche Panamera model over a two-year period. CASE STUDY: CONSUMER PERCEPTIONS 4
- 5. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CONSUMER PERCEPTIONS: PORSCHE BRAND FINDINGS: A. Luxury is most prominent attribute of the Porsche brand (31%) B. Secondly, consumers associate Porsche with high speed performance (29%) C. In proportion to other brand attributes, Porsche’s style of design and comfort have weaker appeal Porsche:BrandPerception (1/1/11–12/31/12) 759,373Relevant Posts C A B 5
- 6. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Porsche:BrandPerception ThemesofConversation “People that drive Porsche Panameras are just straight class #1%” -@tjkenny15 “when i see 5 porsche 911's race past me #dreamcar #someday” -@Ghost_Driverr CONSUMER PERCEPTIONS: PORSCHE BRAND 6
- 7. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. FINDINGS: A. Panamera body style/exterior is most debated feature, driving both positive and negative conversation B. Luxury appeal of Porsche brand translates into strong aspirational discussion of Panamera (27%) C. Perceived speed and performance of Panamera also echoes Porsche brand (7%) Porsche:ReactionstoPanamera(Facebook/Twitter) (1/1/11–12/31/12) 35,444Relevant Posts A B A C CONSUMER PERCEPTIONS: PANAMERA 7
- 8. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Since Oct. 2012, proportion of consumers aspiring to own Panamera increased 26%,while criticism of aesthetic attributes fell by 12% Porsche:ReactionstoPanamera(Facebook/Twitter) (1/1/11–12/31/12) 35,444Relevant Posts CONSUMER PERCEPTIONS: PANAMERA 8
- 9. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. FINDINGS: A. Though similar in volume, blog and forum sentiment on Panamera is more divided B. Panamera body style/exterior continues to drive positive conversation (17%) C. Compared to 15% on Facebook and Twitter, 25% of discussion criticizes model’s aesthetic features Porsche:ReactionstoPanamera(Blogs/Forums) (1/1/11–12/31/12) 35,163Relevant Posts C A B CONSUMER PERCEPTIONS: PANAMERA 9
- 10. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. • The Crimson Hexagon ForSight™ platform empowers automakers to complete comprehensive market research in a matter of hours • Automakers can analyze online discussions across many social platforms, and contextualize new findings for internal stakeholders throughout the enterprise • Automakers can strategically leverage consumer insights with ForSight to inform positioning and messaging strategies for new nameplates CONSUMER PERCEPTIONS: KEY TAKEAWAYS 10
- 11. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. • Luxury and speed are top-of-mind for consumers regarding the Porsche brand • Newcampaignmessagingcanemphasizethesecoreattributestofosterthespiritedaspirational discussionssurroundingPorschecarmodels • Intheeyesofconsumers,safetyisnotadefiningattributeofthePorschebrand • With respect to a specific car model, Porsche Panamera, aesthetics play a larger, debated role in the conversation • PanameraenjoysstrongaspirationaldiscussiononFacebookandTwitter(27%) • Since Oct. 2012, proportion of consumers aspiring to own Panamera increased 26%,while criticism of aesthetic attributes fell by 12% CONSUMER PERCEPTIONS: KEY TAKEAWAYS 11
- 12. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. IN ADDITION TO EVALUATING OUR BRAND AND NAMEPLATE OF INTEREST, WHAT IF WE NOW WANT TO SHIFT OUR FOCUS TO A VEHICLE CATEGORY? 12
- 13. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. TECHNOLOGY: Clean Diesel BUSINESS QUESTIONS: (1) What are US consumer perceptions of clean diesel technology? (2) How can we leverage this information to inform the positioning strategy for the new diesel car we are launching in the US? METHOD: Develop a framework to inform preemptive product positioning by analyzing online conversations about clean diesel at the categorical level and individual diesel models on the market during the last 12 months. CASE STUDY: CLEAN DIESEL 13
- 14. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CLEAN DIESEL: TODAY 14
- 15. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CLEAN DIESEL: CATEGORY PERCEPTION FINDINGS: A. Major appeal of diesel is fuel economy; however, this has eroded substantially since May (24%) B. Higher power and torque of diesel vehicles is quickly becoming more attractive to consumers (11%) • In the last year, this proportion of conversation has increased18% C. Through social media, we see significant consumer demand for new diesel vehicles (16%) CleanDiesel:ConsumerPerception(Twitter&Facebook) (5/1/12–4/1/13) 3,849Relevant Posts C A B 15
- 16. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CLEAN DIESEL: CATEGORY PERCEPTION CleanDiesel:ConsumerPerception(Twitter&Facebook) (5/1/12–4/1/13) 3,849Relevant Posts FINDINGS: A. Power-related discussion gains momentum in early 2013, peaking to nearly 40% of total conversation B. With the diesel fuel price hike, proportion of conversation related to costs of owning diesel vehicles grows to almost 60% in Sept 2012 C. Though perceptions of loudness and pungency persist, these may be addressed with new messaging A B C 16
- 17. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CLEAN DIESEL: CATEGORY PERCEPTION ThemesofConversation:TorqueandPower “I want to either beef up the 360 or get a fast car or a diesel. I need more power.” -@samcuomo “When my 7,000 pound diesel outruns most sports car>>>> ” -@Blake_Spiers 17
- 18. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CLEAN DIESEL: REACTIONS TO VW JETTA FINDINGS: A. The Jetta’s powerful engine is the largest driver of positive conversation (14%) B. Interestingly, fuel economy is only a minor discussion point (1%) C. Nearly half of conversation compares the VW Diesel Jetta to a hybrid vehicle, which presents a major positioning opportunity A B C VolkswagenJetta:ConsumerReactions (6/1/12–4/1/13) 9,363Relevant Posts 18
- 19. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. • Performance, fuel economy and cost of ownership are top-of-mind for consumers regarding clean diesel • Overthelastyear,consumershavebeenclamoringformoredieselcaroptions(16%) • Engine power is the most favorable attribute of the Jetta (14%), which mirrors the growing appeal of the clean diesel product category • Toconsumers,fueleconomyisnotadefiningattributeofthedieselJettanameplate(1%) • Autobrandscanalsoframemessagingaroundnewdieselmodelswiththerelativepowerand performanceofhybridvehicles CLEAN DIESEL: KEY TAKEAWAYS 19
- 20. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON 20
- 21. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To