Analysis of five popular Car Brands (Lexus, Mazda, Subaru, Honda and Cadillac) for the period April 2012-March 2013

1. Car Industry on Facebook
Analysis of Five Popular Car Brands for the period April 2012-March 2013

2. Industry Sample
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3. Engagement Volume
 The Engagement is measured by analyzing comments on a Facebook page and giving each of
them a score. All the scores are then added up to create the average engagement of a Facebook
page. A company with fewer comments can have a high average engagement depending on the
sum of the scores.
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4. Volume Weighted Engagement by Product
Consumers Were Highly Engaged With Trucks, Vans, and SUV's
(Volume Weighted Engagement)
45,000
40,207
40,059
40,000
38,849
33,283
35,000
27,295
30,000
22,424
25,000
20,000
12,963
15,000
11,113
10,991
10,000
5,000
Trucks,
Vans,
SUV's
Cars
Engine
Fuel
Economy
Price
(General)
Performance
Luxury
Features/
Electronic
Gadgetry
Good Deal
Transmission
*The Engagement Weighting Volume is the sum of the scores of each consumer comment by
the strength of his or her personal commitment to the topic
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5. SEI (Social Engagement Index) Ratio
 Comments about Trucks, Vans and
SUV's are the most positive for Mazda
and Lexus:
 Facebook comments regarding Fuel
Economy are the most positive for
Mazda and Lexus:
SEI Ratio Trucks, Vans, SUV's
12.00
10.19
10.00
8.00
6.00
7.06
SEI Ratio - Fuel Economy
10.33
6.36
5.76
4.00
2.00
0.00
Cadillac Honda
Lexus
Mazda
Subaru
8.00
7.00
6.00
5.00
4.00
3.00
2.00
1.00
0.00
6.38
5.23
4.96
Cadillac
Honda
6.58
4.85
Lexus
Mazda
Subaru
*SEI is a measure of engagement and tone of Facebook comments, evaluating how positive/negative they are.
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6. Intensity by Brand
 Cadillac and Lexus are leaders in creating the highest passion and engagement
from their Facebook followers:
Intensity By Brand
Current 12 Months
123
117
94
Cadillac
Honda
89
Lexus
Mazda
76
Subaru of
America
*Intensity is a measure of how passionate comments
are, in a positive or negative way.
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7. Zoom In: Lexus and Subaru of America
 Lexus and Subaru of America have made the most progress in engaging with
their Facebook audience for the period between April 2012 and March 2013:
Volume - Engagement Wtg
% Chg vs Year Ago
263%
257%
37%
-17%
Cadillac
Honda
-25%
Lexus
Mazda
Subaru of America
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8. Zoom In: Lexus and Subaru of America
 Moreover, Lexus and Subaru of America are the two brands that have made the
largest comment surges, for the period April 2012 and March 2013, compared to
the previous year:
Brand Comment Growth Vs Year Ago
260%
260%
21%
-16%
Cadillac
Honda
-30%
Lexus
Mazda
Subaru of America
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9. Zoom In: Lexus
 The amount of comments and likes on the Lexus Facebook page made a
significant loop in the period April 2012-March 2013, compared to 2011:
What could be the reasons for such a great improvement?
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10. Lexus Facebook Page: What Changed?
 More Posts: that the average number of posts has increased from 38 to 43
posts/month. An increase in posts is good, even if it’s just asking fans to caption a
picture.
 More Quizzes: Lexus followers are not only Lexus-lovers, but
Lexus aficionados as well. And they love to show off their knowledge of these
luxury cars by answering question and fill in the blank posts.
 More Mini-campaigns: Throwback Thursdays, Wayback Wednesdays, F Sport
Fridays, etc. Any excuse to draw attention on a weekly basis!
 More Promotional Posts: Well they have to sell some cars too…
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11. Lexus Facebook Page: Engaging Content
 Throwback Thursdays: a minicampaign that usually consists of an old
image and a question about Lexus fans’
past experiences with the brand.
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12. Lexus: Charity Campaign (Facebook App)
 Check In for Charity: December to Remember
An App that can be connected to
a fan’s Foursquare account so that
every time they would check in
(anywhere in the world via Facebook
Places or Foursquare), Lexus would
donate $10 to the Boys and Girls
Club of America. Additionally, if the
Fan would visit a Lexus dealership,
their donations of that day were
doubled.
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13. Zoom In: Subaru of America
“It comes down to putting
out content which we know resonates
well with our fans.”
Ryan Johnson,
Corporate Social Media Specialist for Subaru of America
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14. Subaru of America Facebook Page: Engaging
Content
 Dear Subaru: A Customized App
allowing fans to create virtual post
cards with their story. They could
use images or videos to share
their experience with their Subaru
and how it has enriched their lives.
Many claim that their car saved them
(and sometimes even their coffee mug)
in an accident!
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15. Subaru of America Facebook Page: Engaging
Content
 Dog Tested: Another Customized
App, used for their Dog Tested
campaign where dogs were consulted
when it came to getting the right car.
This interactive tab allowed owners to
find the right model to match their dog,
as well as a driver’s license for the dog
and even to chat live with a dog expert
(the expert is the dog).
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16. Key Takeaway
An image is worth a thousand
words…
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17. Key Takeaway
Think Out of the Box!
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