This presentation outlines a social media analysis of 5 car brands in China (Lexus, BMW, Audi, Infinity & Mercedes) and a deeper dive into their models to highlight share of voice, buzz volume, site analysis and geographic spread.

1. The
Digital
Marke.ng
Experts
Auto Monitor – Chinese Sector Analysis
Social Media Analysis of the Chinese Auto Sector
1

2. Brands and Models
Brands Monitored: Models Monitored:
• Audi • A3
• BMW • BMW 1 Series
• Infiniti • G25
• Lexus • Lexus CT200
• Mercedes-Benz • Mercedes-Benz A Class
• Location: China
• Languages: Simplified Chinese & English

3. Daily Volume (All Brands)
Men.ons
The overall *mentions represents the total mentions of all automotive brands from
all 9 channels analyzed.
Volume of mentions is consistent for most of the month.
*One mention referrers to one posting on one of the media channels. An example is a posting on RenRen or Weibo.

4. Share of Voice (All Brands)
Share
of
Voice
Geographic
Distribu.on
Share of Voice referrers to the where the mentions of the automotive brands are being
posted. A range of social media is being used to discuss the major automotive brands,
particularly Microblogs, BBS/Forms and Social Networks.
It is evident in the Map Overlay of China that a majority of the mentions are coming
from the Eastern coastal cities.

5. Daily Volume (Models)
Men.ons
The overall mentions represents the total mentions of the 5 automotive models from
all 9 channels searched.
Volume of mentions is consistent for most of the month.

6. Share of Voice (Models)
Share
of
Voice
Geographic
Distribu.on
A range of social media is being used to discuss the 5 monitored automotive models,
particularly Portals, Social Networks and BBS/Forums.
It is evident in the Map Overlay of China that a majority of the mentions are coming
from the Eastern Coastal Cities.

7. Auto Scorecard (Models)
Auto
Scorecard
The auto scorecard ranks the 5 automotive models based on a defined criteria list.
1. Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy
2. Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money
3. Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety
4. Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness
5. Quietness: Lexus CT200h and Audio A3 ranked highly in quietness

8. Auto Maker Deep Dive

9. BRAND
Audi – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es
Site
Analysis
• SOV
spread
through
Portals,
Microblogs,
Social
Networks
&
BBS
Geographic
Distribu.on
Share
of
Voice

10. Model
Audi A3 – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es.
With
a
high
intensity
in
Site
Analysis
Beijing
and
Shanghai
• SOV
spread
through
Portals,
Social
Networks
&
BBS
• High
number
of
men.ons
from
douban.com
Geographic
Distribu.on
Share
of
Voice

11. BRAND
BMW – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es
Site
Analysis
• SOV
spread
through
Portals,
Microblogs,
Social
Networks
&
BBS
• High
percentage
of
men.ons
from
douban.com
Geographic
Distribu.on
Share
of
Voice

12. Model
BMW 1 Series – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es.
With
a
high
intensity
in
Beijing
and
Shanghai
Site
Analysis
• Surprising
low
SOV
from
Microblogs
and
Social
Media,
Ranked
higher
from
Portals
and
BBS/Forums
• High
number
of
men.ons
from
douban.com
Geographic
Distribu.on
Share
of
Voice

13. BRAND
Infiniti – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es
Site
Analysis
• SOV
spread
through
Portals,
Microblogs,
Social
Networks
&
BBS
• Popular
site
douban.com
Geographic
Distribu.on
Share
of
Voice

14. Model
Infiniti G25 – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
Site
Analysis
eastern
ci.es.
With
a
high
intensity
in
Beijing
and
Shanghai
• SOV
spread
through
Portals,
Social
Networks
&
BBS
• High
number
of
men.ons
from
douban.com
Share
of
Voice
Geographic
Distribu.on

15. BRAND
Lexus – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es
• SOV
spread
through
Portals,
Site
Analysis
Microblogs,
Social
Networks
&
BBS/Forums
• Strong
focus
on
douban.com
Geographic
Distribu.on
Share
of
Voice

16. Model
Lexus CT200 Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es.
With
a
high
intensity
in
Site
Analysis
Beijing
and
Shanghai
• SOV
spread
through
Portals,
Social
Networks
&
BBS
/Forums
• Even
distribu.on
from
a
number
of
popular
sites
Geographic
Distribu.on
Share
of
Voice

17. BRAND
Mercedes-Benz – Deep Dive
Men.ons
• Geographic
distribu.on
focused
on
the
eastern
ci.es
Site
Analysis
• SOV
spread
through
Portals,
Microblogs,
Social
Networks
&
BBS/Forums
• Strong
voice
from
douban.com
Geographic
Distribu.on
Share
of
Voice

18. Mercedes-Benz A Class – Deep Dive
Men.ons
Model
• Geographic
distribu.on
focused
on
the
eastern
Site
Analysis
ci.es.
With
a
high
intensity
in
Beijing
and
Shanghai
• SOV
spread
through
Portals,
Social
Networks
&
BBS/forums
• High
number
of
men.ons
from
seller.cheshi.com
Geographic
Distribu.on
Share
of
Voice

19. Auto Maker & Model Rankings

20. Ranking the Brands- Total
BMW
and
Mercedes-­‐Benz
ranked
highly
in
the
overall
brand
men.ons
on
sites
within
China.
Audi,
Infini.
and
Lexus
all
ranked
lower
but
with
similar
percentages.
BMW
was
the
standout
brand
with
21.68%
of
all
men.ons.

21. Ranking the Model - Totals
The
Audi
A3
was
by
far
the
standout
when
comparing
the
men.ons
for
the
models,
with
70.3%
The
men.ons
used
for
this
comparison
were
derived
primarily
from
well
known
Chinese
Auto
BBS
Forums

22. Summary
From review the 5 leading car Brand, BMW and Mercedes-Benz were both popular
brands with Chinese online users. However,
• BMW was the standout Brand with 21.68% of all mentions
When we analyzed the social media channels relating specifically to various car
models we could see an inconsistency. The Audi A3 had significantly more online
chatter related to this model however the Audi Brand did not fair as well compared to
other car manufactures.
• The Audi A3 was by far the standout when comparing the mentions for all
models taking a 70.3% share
The Auto Scorecard provides a means to compare various car features and determine
a relative ranking. The leaders for the features are:
• Fuel Economy: Lexus CT200h
• Value For Money: BMW 1 Series
• Safety: Mercedes-Benz A Class
• Sportiness: BMW 1 Series
• Quietness: Mercedes-Benz A Class

23. Social Analytic Coverage
Where do we get our information?
Digital Jungle utilizes the Social Intelligence Platform (SIP) developed by
SinoTech Group (www.sinotechgroup.com.cn), the software was developed by
top engineers familiar with both international and Chinese social media. China has
over 475 million online users creating a wealth of content across blogs, microblogs
and social networks.
Through advanced proprietary technology SIP is able to monitor conversation
and analyze sentiment in multiple languages for the Automotive industry.
We can intelligently discover and monitor what people are saying about the
biggest automotive brands operating in China and then present this in easy
to understand graphical format.
• Offered in over 10 languages
• Covers 9 channels, Social Media, BBS/Forum,
• Microblogs, SNS + more
• Global reach and Expert in China metrics
• Precise sentiment and trend analysis

24. Thank You!
Dr Mathew McDougall| matt@digitaljungle.com.cn
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