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Showing posts with label Research. Show all posts
Showing posts with label Research. Show all posts

Monday, July 11, 2011

Looking Into the Share of Voice of Volt and LEAF



This blog has followed a lot of the marketing efforts of two very compelling vehicles from the past several years: The Chevy Volt and the Nissan LEAF. Both cars are currently taking charge (pun intended) in the battle for green bragging rights with consumers and now Nissan has thrown a new punch at its Chevy competitor.

The new ads feature life with gasoline fueled appliances. The ads look into the continued dependence of gasoline engines as an old technology that is far behind the times, of course most of Nissan’s own portfolio of vehicles are hence old technology, but this is about green bragging rights and Nissan showcasing its competitive advantage.

Chevy has ensconced its Volt as a fighter of “range anxiety.” Range anxiety is the uneasy feeling that one’s all-electric vehicle may run out of charge before reaching the owner’s destination. Chevy has a backup gas engine to avoid such moments of concern, of course that’s pretty expensive backup plan but thankfully both the Volt and LEAF gain from current $7,500 government incentives to offset costs.

I wanted to take a look at how performance for both of these vehicles is doing online and worked with some great people from MutualMind here in Dallas who ran some social media analytics against the two cars for the week of May 29 - June 4, just to get a peek at what is going on in the social conversation.


IMG 1: Brand Hits refer to the Nissan LEAF, Competitor Hits to the Chevy Volt



It’s interesting to see they are both neck and neck as far as coverage, mentions of the two vehicles are with the Nissan LEAF having a slight edge, but that may be due mostly to the new ad campaign that is gaining some visibility internationally since it is creatively similar to a Renault ad running in Europe.





Sentiment is where the data gets a bit more interesting. Negative sentiment for the Volt is almost two times higher than it is for the LEAF, but that’s only half of the story. Positive sentiment is 34% higher with Volt than LEAF. What's this tell us? At least in social media conversation, Volt is a more polarizing vehicle meaning people are either defending it or criticizing it.

There are some rumors circulating around GM doing an all-electric Volt (GM has denied this.) It’s highly doubtful GM would use the same vehicle name (or even the same brand Chevy) to compete more directly with Nissan’s LEAF and Ford’s coming Focus EV. Like the hybrid market, the electric-vehicle (EV) market is sure to get very competitive and not be as simple as evaluating two primary competitors.

For now though, it is interesting watching these two solutions from two big brands battle for the hearts and minds of the green crowd as we move into the Post-Prius green vehicle movement.

Later this week I'll be sharing some of my personal thoughts on the Chevy Volt after driving one several days.

Thanks to Babar Bhatti from MutualMind for providing me with some great data. For more information, please contact:






Company: Mutual Mind
Website: http://www.mutualmind.com/

MutualMind is a social media management and intelligence platform that enables businesses to monitor as well as promote brands on social networks while providing actionable analytics and insights to increase social media ROI.

MutualMind offers a platform that allows users to aggregate and analyze feedback and conversations regarding their products or services on all of the major social media platforms. While many alternatives on the market today are limited just to listening or publishing, MutualMind’s has taken its value proposition further through the ability for users to actively engage with and manage the various social media outlets.

The functionality of this platform can be used for a myriad of business applications including: measuring market receptivity to products or services, tracking consumer or political sentiment, reputation/crisis management, generating sales leads, benchmarking versus competitors, and customer relationship management to name a few.


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Sunday, September 19, 2010

Automotive Facebook Fans by Brand: August 2010



It was bound to happen and September was finally that month where I didn’t have an opportunity to get the monthly Facebook Fans report up on the blog in the first couple days after capturing the numbers. Fortunately, I did record all the fan counts on September 3, but with the Labor Day weekend and a week of social media fun on the new job (more here at TechCrunch.) I didn’t get a chance until now to finally analyze this month’s data.

First, let’s talk about the brand I used to do digital strategy for: Lincoln. Lincoln’s growth in August definitely received a major jolt as it increased fans from 4,533 to 13,161 leading to a 190% increase. Most of this can be attributed to a contest Lincoln was running in July and August where the brand showcased a chance to be the first to test-drive the all new Lincoln MKZ Hybrid. Lincoln created a special tab for the MKZ and also accompanied the promotion with some email marketing and advertising on Facebook. Of course, the jump is significant, because Lincoln’s fan base is a small number so adding almost 9,000 fans will cause a big boost percentage wise.



Another brand with a rather small fan count, but also a generous gain in fans was Mitsubishi. They saw a 44% gain in fans as they added nearly 13,000 fans in the month. They had several sweepstakes where fans could win a Flip SlideHD Camcorder, $500 gas card, Nikon Digital SLR camera, and ultimately a trip to Japan. Giveaways are certainly an effective way to gain “Likes” as we see in several reports about why people “Like” a brand on Facebook with the number one reason being discounts, support for company number two, and number 3 to get a freebie (full study from ExactTarget.)


Finally, in the giveaway to get Fans Facebook strategy, Mini also participated with their Win a Countryman contest. They saw a strong 36% increase in fans. Product launches naturally tend to increase fan counts beyond the normal 3-6% organic growth, but by adding a giveaway Mini boosted their growth significantly.

Toyota continues to do a lot of marketing on Facebook. They continued throughout August with ads throughout the Facebook site where they mostly promoted their Auto-Biography contest where participants submit videos about their personal experience with Toyota. Toyota is letting the message come from customers, a very smart message after a year I’m sure the company can’t wait to be over.

The other big news for August is BMW is rapidly gaining fans to cross the 2 million fan mark. They just crossed 1 million fans back in July. Yet, they continue to still spend time on the BMW USA fan page. Segmenting fans by creating unique fan pages has never been a good approach in my book, especially considering you can segment your messages to your fan base by using Facebook’s features to send a message only to people in a particular geographic location. That issue aside, they are dominating in the automotive Facebook fan grab.




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