Top News

Audi, Tata Motors lead in creating brand impact through Facebook in India: Report

According to the ‘Car Brands in India’ report released by Unmetric,
the social media benchmarking company, about 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. 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.

According to the ‘Car Brands in India’ report released by Unmetric,
the social media benchmarking company, about 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. 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.

The report analyzed 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).

The report states that 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.

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.

“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,” the report said.

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.

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.

The study also 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.

“German auto manufacturers leading the way when it comes to
social media performance in India. 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,” said Unmetric CEO, Lakshmanan Narayan.

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.

Show More

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Close