Agile Computing Authors: John Mertic, Pat Romanski, Carmen Gonzalez, Elizabeth White, Liz McMillan

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."


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
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Arch...
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will w...
When people aren’t talking about VMs and containers, they’re talking about serverless architecture. Serverless is about no maintenance. It means you are not worried about low-level infrastructural and operational details. An event-driven serverless platform is a great use case for IoT. In his session at @ThingsExpo, Animesh Singh, an STSM and Lead for IBM Cloud Platform and Infrastructure, will detail how to build a distributed serverless, polyglot, microservices framework using open source tec...
November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Penta Security is a leading vendor for data security solutions, including its encryption solution, D’Amo. By using FPE technology, D’Amo allows for the implementation of encryption technology to sensitive data fields without modification to schema in the database environment. With businesses having their data become increasingly more complicated in their mission-critical applications (such as ERP, CRM, HRM), continued ...
SYS-CON Events announced today that Cloudbric, a leading website security provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Cloudbric is an elite full service website protection solution specifically designed for IT novices, entrepreneurs, and small and medium businesses. First launched in 2015, Cloudbric is based on the enterprise level Web Application Firewall by Penta Security Sys...
The Open Connectivity Foundation (OCF), sponsor of the IoTivity open source project, and AllSeen Alliance, which provides the AllJoyn® open source IoT framework, today announced that the two organizations’ boards have approved a merger under the OCF name and bylaws. This merger will advance interoperability between connected devices from both groups, enabling the full operating potential of IoT and representing a significant step towards a connected ecosystem.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
A completely new computing platform is on the horizon. They’re called Microservers by some, ARM Servers by others, and sometimes even ARM-based Servers. No matter what you call them, Microservers will have a huge impact on the data center and on server computing in general. Although few people are familiar with Microservers today, their impact will be felt very soon. This is a new category of computing platform that is available today and is predicted to have triple-digit growth rates for some ...
SYS-CON Events announced today that Roundee / LinearHub will exhibit at the WebRTC Summit at @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LinearHub provides Roundee Service, a smart platform for enterprise video conferencing with enhanced features such as automatic recording and transcription service. Slack users can integrate Roundee to their team via Slack’s App Directory, and '/roundee' command lets your video conference ...
SYS-CON Events announced today that Enzu will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their online busine...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining senso...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, discussed how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technologi...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.