1. AUDI VS IN RUSSIAN SOCIAL MEDIA
360 SMI Automotive Case Study
Valentina Venkova, Head of DMI, Russia
Maxym Zhumenko, Consultant, Automotive Client Group

2. Audi vs BMW in the Russian Social Media Key Findings for Audi
•Pay attention to News sites, where negative buzz is very high.
•Improve the situation on the Video channel (mainly YouTube), where BMW is currently doing better.
•Work on creating more positive conversations around Quality & Tech where Audi currently has relatively low share of positive sentiments.
•Focus on negative sentiments around Service & Dealers – a key problem area for both brands.
•Improve image of A5, A8 and Q7 – currently with highest share of negative conversations.
Improvement areas
•Audi is a buzz leader on the Social Nets which should be used to its advantage. This channel could be used to exploit more the topic around Design & Innovations as well as Price & Promo where Audi is with higher share of topic buzz vs. BMW.
•Push media driven content around the above two themes in other channels too as Audi is already positive there.
Strong points to be maintained
Opportunity areas
•Presence on auto Forums could be further boosted. Audi is on par with BMW in terms of share of positive buzz; yet BMW share of voice is higher.
•Audi should try to proactively move away from the general brand topic – currently this is the topic around which most conversations concentrate, while BMW buzz is more diversified.
•Boost Audi image further by communicating more A3 and Q3 – main models within the C and C-SUV segments.

3. Main facts

4. Total buzz volume and shares for target brands
Audi is the more talked about brand than BMW and on par with it in terms of user-generated content.
Total: 25 291
63%
buzz: 15 830
37%
buzz: 9 461
82%
18%
80%
20%
Total: 15 830
Total: 9461
 user-driven  non user-driven

5. Most of the conversation about Audi happens in the Social Nets (Facebook rather than Vkontakte), while BMW is talked about more in Forums, Blogs/Microblogs and Video.
44%
45%
11%
41%
48%
11%
Total: 15 830
Total: 9461
 positive  neutral  negative
71%
10%
1%
2%
7%
4%
5%
36%
23%
4%
6%
14%
8%
9%
Total: 15 830
Total: 9461
 Social Nets  Forums  Blogs  Microblogs  Video  News  Web

6. Where do the discussions take place? (Channels)

7. Audi should investigate the situation on the News channels, where the negative buzz is extremely high. Also, Audi should try to improve the situation on the Video channel.
Social Nets - 43%
buzz: 4 081
Forums - 25%
buzz: 376
Microblogs - 53% buzz: 163
Video - 39%
buzz: 395
News - 6%
buzz: 7
Web - 45% buzz:136
Blogs - 59%
buzz: 92
Social Nets - 44%
buzz: 1 144
Forums - 26%
buzz: 559
Microblogs - 31%
buzz: 168
Video - 49%
buzz: 515
News - 17%
buzz: 46
Web - 49%
buzz: 260
Blogs - 51% buzz: 183
Share of positive buzz, among user-driven only
 positive  neutral  negative

8. Audi should stimulate user-driven buzz within News and Web, as currently BMW generates almost twice as higher user response on these two channels
SocNets - 85%
buzz: 9 597
Forums - 99% buzz: 1 479
Microblogs - 90%
buzz: 307
Video - 87%
buzz: 1 008
News - 22% buzz: 127
Web - 38%
buzz: 300
Blogs - 92%
buzz: 155
Social Nets - 78%
buzz: 2 617
Forums - 99%
buzz: 2 174
Microblogs - 89%
buzz: 535
Video - 82%
buzz: 1 058
News - 36%
buzz: 269
Web - 62% buzz: 535
Blogs - 86%
buzz: 359
Share of user-driven buzz
 user-driven  non user-driven

9. Blogs
Forums
Microblogs
News
Social Nets
Video
Web
Blogs
Forums
Microblogs
News
Social Nets
Video
Web
0%
20%
40%
60%
80%
100%
120%
20%
30%
40%
50%
60%
70%
Share of user-generated content
Share of positive sentiments in buzz
Size of bubbles stands for volume of buzz
O Audi
O BMW
Video and Forums channels need more attention as they have less than 50% share of positive buzz, and are mainly driven by users conversations.

10. Deep-dive on social networks

11. Audi buzz is hyperconcentrated on FB, and this can lead to underreaaching of audience of other social media
Social Networks shares by brands
Total buzz in SocNets 11 277
Total buzz in SocNets 3 373
88%
buzz: 9 902
10%
buzz: 1 123
2%
buzz: 226
others >1%
buzz: 26
58%
buzz: 1 969
14%
buzz: 485
others 3%
buzz: 106
24%
buzz: 813

12. Data on 06 / 05 / 2014. Source: Socialbakers.com
Opel
Kia
Hyundai
Infinity
Renault
Land Rover
Mercedes-Benz
Volkswagen
Toyota
Jaguar
Honda
Mazda
-10
0
10
20
30
40
50
60
70
80
90
-10
0
10
20
30
40
50
60
70
80
Rating place by number of local fans
Rating place by number of total fans
Audi Russia page:
182 477 local fans 256 075 total fans local fans ratio 71%
BMW Russia page:
57 002 local fans 68 579 total fans
local fans ratio 83%
Size of bubbles stands for:
total number of fans
number of local fans
Audi’s fan page is the most popular automotive brand page in the Russian Facebook – both in terms of total and local number of fans.

13. What do auto-fans talk about Audi and BMW? (Themes)

14. Audi shows higher diversity of buzz between topics, while BMW conversation is concentrated around general brand topics.
54%
21%
9%
14%
2%
64%
16%
8%
9%
3%
Total: 15 830
Total: 9461
Brand
Tech&Quality
Price&Promo&Ads
Design&Innovations
Service&Dealers
Brand
Tech&Quality
Price&Promo&Ads
Design&Innovations
Service&Dealers
Total buzz – user plus non-user driven by topics

15. Audi is in advantageous positions when it comes to Design & Innovation as well as Price & Promo -> use it in the communication! However, BMW over-performs Audi in the Quality & Tech area.
40% buzz: 2952
32%
buzz: 983
27%
buzz: 240
75%
buzz: 1048
17%
buzz: 48
39% buzz: 1893
40%
buzz: 549
16%
buzz: 95
60%
buzz: 295
18%
buzz: 43
B
rand
T
ech
Quality
&
P
rice
P
romo
Ads
&
D
esign
&
S
ervice
Dealers
B
rand
T
ech
Quality
&
P
rice
P
romo
Ads
&
D
esign
&
S
ervice
Dealers
Positive buzz, among user-driven only
 positive  neutral  negative

16. B
rand
The theme least discussed by users is Price & Promo and Design & Innovations – stimulating these conversations could provide Audi a point of differentiation to BMW.
User vs. non user-driven buzz
T
ech
Quality
&
P
rice
P
romo
Ads
&
D
esign
&
S
ervice
Dealers
B
rand
P
rice
P
romo
Ads
&
D
esign
&
S
ervice
Dealers
T
ech
Quality
&
86% buzz: 7346
90%
buzz: 3054
66%
buzz: 905
64%
buzz: 1394
76%
buzz: 274
81% buzz: 4863
91% buzz: 1379
78%
buzz: 582
54%
buzz: 489
86%
buzz: 233
 user-driven  non user-driven

17. Despite its relatively low share from total buzz, Service & Dealers is a weak point for both Audi and BMW. This is a potential source of generating media driven buzz and point of differentiation.
Brand
Tech&Quality
Price&Promo&Ads
Design&Innovations
Service&Dealers
Brand
Tech&Quality
Price&Promo&Ads
Design&Innovations
Service&Dealers
40%
50%
60%
70%
80%
90%
100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Share of user-generated content
Share of positive sentiments in buzz
“Unique service in Omsk by Audi! They are closed on weekends! I am wondering whether there are such service centers anywhere else in the world?!”
Size of bubbles stands for volume of buzz
O Audi
O BMW

18. Themes by channels

19. A very large share of Audi buzz (41%) is concentrated in generic brand talk in social networks…
Shares of total buzz in channels by themes, % (values <1 hidden)

20. …while BMW buzz is distributed more over different channels.
Shares of total buzz in channels by themes, % (values <1 hidden)

21. Deep-dive on models

22. A6, A8, A3 and A4 contribute most for the image of Audi in the Social Media.
A1
A3
A4
A5
A6
A7
A8
Q3
Q5
Q7
4%
16%
15%
5%
27%
1%
17%
3%
4%
8%
1
3
5
6
7
X1
X3
X5
X6
5%
18%
31%
3%
13%
3%
3%
18%
6%

23. 1 series 20%
3 series 34%
5 series: 53%
6 series 57%
7 series 39%
X1 43%
X3 28%
X5 40%
X6 34%
Only two Audi models generate more than 50% positive buzz: A3 and Q3. For BMW this is the 5th series.
Positive buzz, among user-driven only
 positive  neutral  negative
B
C
D
E
Coupe
F
C-SUV
D/E-SUV
A1 49%
A3 60%
A4 37%
A5 38%
A6: 38%
A7 12%
A8 31%
Q3 80%
Q5 41%
Q7 28%

24. Most talked about Audi models are A6, A4 and A8. Note that non of these models generated more than 50% positive buzz. The share of negative buzz for A8 is actually quite high (see previous slide)
User vs. non user-driven buzz
B
C
D
E
Coupe
F
C-SUV
D/E-SUV
A1 59%
A3 77%
A4 83%
A5 86%
A6, 92%
A7 53%
A8 78%
Q3 45%
Q5 77%
Q7 57%
1 series 76%
3 series 82%
5 series: 87%
6 series 74%
7 series 80%
X1 55%
X3 46%
X5 78%
X6 57%
 user-driven  non user-driven

25. Q3 is clearly leading the positive conversations for Audi, yet it’s user participation share is very low in order to significantly influence the overall image of Audi.
40%
50%
60%
70%
80%
90%
100%
110%
25%
35%
45%
55%
65%
75%
85%
Share of user-generated content
Share of positive sentiments in buzz
“I am getting my Audi 5 (2 mio rubles!!) serviced already 3 years in a row in this service center, and the quality has become unacceptable!!!”
“The hatchback from Audi A3 became ultra- economic! ”
positive comments
negative comments
“Yesterday, I decided to go have a look of Audi Q3, just out of curiosity. Today, I went to take back my deposit for Mazda CX- 5 and ordered A3…”
Size of letters stands for volume of buzz

26. While the C segment is working best for the image of Audi, it is the E segment which is doing that for BMW.
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Share of user-generated content
Share of positive sentiments in buzz
Size of letters stands for volume of buzz
Audi
BMW

27. Where are most of the discussions go when it comes to models

28. While Audi models are all mainly discussed on Social Nets…
Shares of total buzz in channels by top 5 models, % (values <1 hidden)

29. … conversations about BMW models go on different channels
Shares of total buzz in channels by top 5 models, % (values <1 hidden)

30. Deep-dive on Audi A6 mentions

31. A6 is described as a luxurious and comfortable car, perfectly handled, with powerful engine and pretty economical in fuel consumption
Positive comments about Audi A6
•“Perfect handling, directional stability at high speeds”
•“Handling, dynamics, Quattro – it’s like in a fairy tale!”
•“Truly luxurious car, expensive but worth it’s money”
•“Very high quality and expensive looking interior”
•“Comfortable seats with lateral support”
•“Powerful engine, very fast and torque, though with acceptable fuel consumption level”
•“Economical for its class, with a fairly powerful engine, thanks to the 8- speed manual transmission, 11-12 liters in city, 8-9 on the road”
•“Classy default sound system!”
•“Music [system] is just superb”

32. On the other side, chassis related issues are often mentioned while driving on low- quality roads. Common are also comments about the cost of spare parts and repair.
•“Spare parts are too expensive!”
•“Don’t buy a used car in any case – the repairs are too expensive and it’s hard to get the new spare parts from Germany”
•“Noise insulation’s not so good, it could be noisy sometimes”
•“Rear arches noise insulation is insufficient”
•“Chassis made of aluminum”
•“Weak chassis”
•“Chassis isn’t adopted to the “quality” of our roads”
•“There’re problems with engine starting in frosty conditions”
•“Doesn’t like strong frosts, lower than -20°C”
•“Slowly warms up in winter”
Negative comments about Audi A6

33. Appendix. International perspective: Russia vs Germany

34. "Percentage of Individuals using the Internet 2000-2012", International Telecommunications Union (Geneva), June 2013
Calculated using penetration rate and population data from "Countries and Areas Ranked by Population: 2012", Population data, International Programs, U.S. Census Bureau
German and Russian digital spaces are two largest in Europe and almost on par in terms of size. But how do they differ in social media?
Online population: 68.3 mln. People
Internet penetration: 84%
Online population: 75.9 mln. People Internet penetration: 53%

35. Total buzz volume and shares for target brands
Total buzz is over twice as higher in Germany. In Russia, Audi is more talked about than in Germany.
Total: 25 291
63% buzz: 15 830
37% buzz: 9 461
Total: 60 472
54%
buzz: 32 820
46%
buzz: 27 652

36. It seems that Audi and BMW are more active in generating editorial content, this way more in control of steering the brand conversations on earned media channels,
79%
21%
65%
35%
Total: 32 820
Total: 27 652
 user-driven  non user-driven
82%
18%
80%
20%
Total: 15 830
Total: 9461

37. As a whole, Audi and BMW have more positive aura in the social media than in Germany.
36%
52%
12%
34%
60%
6%
44%
45%
11%
41%
48%
11%
Total: 32 820
Total: 27 652
Total: 15 830
Total: 9461
 positive  neutral  negative

38. Obviously, Audi is trying to channel its social media buzz through one main platform – Social Nets.
56%
13%
3%
6%
3%
4%
11%
4%
53%
12%
2%
7%
2%
5%
15%
4%
71%
10%
1%
2%
7%
4%
5%
36%
23%
4%
6%
14%
8%
9%
Total: 32 820
Total: 27 652
Total: 15 830
Total: 9461
 Social Nets  Forums  Blogs  Microblogs  Video  News  Web  E-commerce

39. THANK YOU FOR ATTENTION!