Welcome!

Agile Computing Authors: Liz McMillan, Yeshim Deniz, Stackify Blog, Elizabeth White, Ed Featherston

News Feed Item

Indian Car Manufacturers Most Popular With Fans on Facebook While Aspirational German Brands Enjoy the Highest Fan Engagement

CHENNAI, November 22, 2012 /PRNewswire/ --

In the Most Comprehensive Study of how Top Car Brands are Using Facebook in India, Audi and Tata Motors Lead the Sector Whereas Toyota and Chevrolet are yet to Make a Major Impact

As middle class India mobilises on a scale not seen since 1960's America, having a car is no longer a luxury of the few but an essential part of everyday life. The car market in India has come a long way since the Premier and the Ambassador, with today's discerning buyer being able to choose from a Rs. 1.5 lakh Tata Nano up to a Rs. 1.5 crore Audi R8. As car showrooms pop up in towns and cities across India, a new marketing frontier is opening up on Facebook to win the hearts, minds and hopefully, the loyalties of young, upwardly mobile citizens.

     (Logo: http://photos.prnewswire.com/prnh/20121003/564982)

     (Photo: http://photos.prnewswire.com/prnh/20121122/577865)

Today, Unmetric, the social media benchmarking company, released the most in-depth and comprehensive report on how 16 car manufacturers in India are using Facebook to leverage their marketing efforts. The report examines every aspect of the brands' Q3 social media strategy (July 1st and September 30th).

Key to rating the performance of the various car brands is the Unmetric Score, a unique measurement designed to give 'sector aware' context to social media activity. The Car Brands in India Report highlights successes in specific metrics, while the combined Unmetric Score represents those brands with the best social media performance on Facebook. The score is a scientific blend of various qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number.

Despite being a new entrant in the market compared to the other manufacturers, Audi tops the performance table with an Unmetric Score of 53. At number two is India's own Tata Motors with an Unmetric Score of 52 while another German brand, BMW, drives home in third place with an Unmetric Score of 40.

In terms of raw numbers, the Indian car manufacturers come out on top. Mahindra, Maruti Suzuki and Tata have 91 lakh fans - more fans than every other car brand combined. Not surprising, perhaps, considering that these brands control over 52% of the market. It was the aspirational German brands which dominated the foreign car makers. BMW, Audi, Mercedes and VW have 39 lakh fans between them despite commanding less than 0.8% of the market share.

A demographic analysis of all the brands' pages yielded results that might be surprising to some yet unsurprising to others within the social media industry. The average fan of a car Facebook page in India is a young, single male, under the age of 21. While we know (and hope) that not too many 19 year olds are driving around BMW's or even XUV's, it should come as no surprise to see these figures since over 80% of Facebook users in India are young, single and male.

As any social media agency will tell you though, fans numbers only give a small fraction of the whole social media story. How well a brand engages with an audience is far more important than fan numbers alone. Unmetric calculates engagement on a Facebook page by weighing the number of Likes, Comments, Shares and Estimated Impressions for each post. 

Once again it was the premium German marques that got the most people talking. Audi blazed a trail with an average engagement score of 490. There was a surprising showing from Mitsubishi, which achieved an average engagement score of 265. This was followed up by BMW and Mercedes, who managed an average engagement score of 222 and 144 respectively.

To find out how different types of content affect engagement on Facebook, Unmetric uses 'human computing' along with advanced algorithms to uncover and dissect the content strategy of brands on Facebook. In this analysis of car manufacturers in India, it was found that most brands were talking about themselves while, in fact, talking about the car sector in general scored better engagement among the fans.

Taking the content analysis one step further, Unmetric also sub-categorised the "talking about the brand" posts. This analysis found that most brands posted news about the brand but what fans really responded to were new model announcements and events such as the Delhi Auto Expo.

For example, on August 14th, 2012, BMW posted the most engaging piece of content for the time period analysed. It was about a new concept car and asked if people would want to go and see it. The post got an engagement score of 2,264 thanks to 66,759 Likes, 3,415 Comments and 15,811 Shares. No other post came close to this level of engagement although all brands saw higher engagement for new model announcements.

One of the ways brands can encourage a Facebook community to grow and engage better is to be responsive to their fans. In this respect, Unmetric looked at how well the car manufacturers in India were responding to fan posts. Most pages responded to less than 10% of fan posts, with Tata Motors replying to the highest percentage of fan posts.

Tata Motors cemented their position as the number one caring brand by responding to fan posts in just over 3 hours on average. Hyundai was the second most responsive brand, replying to fan posts in around 7 hours on average. Chevrolet came in third with an average response time of 11 hours. Honda sat at the bottom of the table of brands that engaged with fans, taking over 3 days on average to reply to fans.

Here is a breakdown of the study which shows the top 5 brands for each metric analysed:

- Top Unmetric Scores on Facebook

1. Audi - 53
2. Tata Motors - 52
3. BMW - 40
4. Hyundai - 37
5. Mahindra - 32

- Most Fans on Facebook

1. Mahindra Motors - 4,137,641
2. Tata Motors - 2,848,144
3. Maruti Suzuki - 2,163,328
4. Audi - 1,255,698
5. BMW - 1,176,361

- Most Engaging Brands on Facebook Based on Average Engagement Score

1. Audi - 490
2. Mitsubishi - 265
3. BMW - 222
4. Mercedes - 144
5. Renault - 100

- Fastest Average Reply Time on Facebook

1. Tata Motors - 3 hrs 24 mins
2. Hyundai - 7 hrs 18 mins
3. Chevrolet - 10 hrs 50 mins
4. Mercedes - 11 hrs 3 mins
5. Skoda - 13 hrs 57 mins

- Most Engaging Content (average engagement score combined from all Facebook pages)

1. New Vehicle Launch - 79
2. Events - 41
3. Brand News - 35
4. Questions to Fans - 26
5. Contests - 20

"Young India has always had a penchant for the aspirational so I am not surprised to see the German auto manufacturers leading the way when it comes to social media performance in India," said Unmetric CEO, Lakshmanan Narayan. "With sales of just over 7,000 units in the last 12 months, we can probably count on one hand the number of 19 year olds that are able to buy their own Mercedes, so why does the brand page have nearly 6 lakh young fans? I think what we are seeing is the younger generation defining their own personal brand by aligning themselves with brands associated with money, wealth, success and power. It's interesting to see when compared to Facebook pages of car brands in North America because it is the everyday brands like Ford, Chevrolet and Chrysler that lead the way there on social media performance."

Methodology:

Unmetric compiled its report by sourcing data from its social media benchmark platform. Where brands like Mahindra Motors, 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.

About Unmetric

Unmetric Inc. is headquartered in New York and works with clients across the world including Citibank, Subway, Airtel, MakeMyTrip and Campbell's. The Unmetric platform was established to give Fortune 500 companies, large global brands and leading digital agencies key performance data around which they could benchmark their social media efforts and answer the question "Are we doing well?"

Primary Media Contact: Peter Claridge, [email protected], 91-89-39704365

Secondary Media Contact: Olivia Gallion, [email protected], 1-415-6779125

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
Michael Maximilien, better known as max or Dr. Max, is a computer scientist with IBM. At IBM Research Triangle Park, he was a principal engineer for the worldwide industry point-of-sale standard: JavaPOS. At IBM Research, some highlights include pioneering research on semantic Web services, mashups, and cloud computing, and platform-as-a-service. He joined the IBM Cloud Labs in 2014 and works closely with Pivotal Inc., to help make the Cloud Found the best PaaS.
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
We are seeing a major migration of enterprises applications to the cloud. As cloud and business use of real time applications accelerate, legacy networks are no longer able to architecturally support cloud adoption and deliver the performance and security required by highly distributed enterprises. These outdated solutions have become more costly and complicated to implement, install, manage, and maintain.SD-WAN offers unlimited capabilities for accessing the benefits of the cloud and Internet. ...
Headquartered in Plainsboro, NJ, Synametrics Technologies has provided IT professionals and computer systems developers since 1997. Based on the success of their initial product offerings (WinSQL and DeltaCopy), the company continues to create and hone innovative products that help its customers get more from their computer applications, databases and infrastructure. To date, over one million users around the world have chosen Synametrics solutions to help power their accelerated business or per...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled niche technology expertise and industry experience, Chetu has become the premiere long-term, back-end software development partner for start-ups, SMBs, and Fortune 500 companies. Chetu is headquartered in Plantation, Florida, with thirteen offices throughout the U.S. and abroad.
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...
I think DevOps is now a rambunctious teenager - it's starting to get a mind of its own, wanting to get its own things but it still needs some adult supervision," explained Thomas Hooker, VP of marketing at CollabNet, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessio...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
DXWorldEXPO LLC announced today that the upcoming DXWorldEXPO | CloudEXPO New York event will feature 10 companies from Poland to participate at the "Poland Digital Transformation Pavilion" on November 12-13, 2018.