Tata Motors, an Indian company (and a spinoff of Tata) shot to fame in 2008 for launching the Nano, the world’s smallest car. They made even bigger headlines in 2009 when they acquired both Jaguar and Land Rover. Now five years later, how are their luxury brands doing when compared with one another. I looked at Twitter Activity for both JaguarUSA and LandRoverUSA using Keyhole, Klout and Topsy.
From Keyhole, first I looked at their Twitter activity. The team at @JaguarUSA is significantly more active than the team at @LandRoverUSA. In the last 5 days, Jaguar had 194 posts with a reach of 5.2M users and 11.8 M impressions compared to LandRovers 39 posts with a reach of 115K users and 118K impressions. The demographics of Jaguar followers is 81% male, versus 71% for LandRover. Jaguar activity also generated a word cloud which gives some insight into why Jaguar has such a commanding lead.
Jaguar is currently running an ad campaign called Good To Be Bad (which features the hashtags #GoodToBeBad, #VillianAcademy) featuring actors that play villain’s all driving Jaguars. Land Rover is currently running an ad campaign called “Driven to another Level” where they are not promoting hashtags for following the ad campaign, rather just linking back to the main Land Rover twitter account. Clearly, the Jaguar team is trying to create a conversation by their core demographics (men who want to be viewed as good bad guys) vs. Land Rover which is purposely NOT trying to create a conversation with their customers (see article at http://www.multivu.com/mnr/63233-land-rover-all-new-range-rover-sport). Interestingly, Land Rover is trying to use social media to replicate the experience of driving a Land Rover in a challenging situation (they are running a tv commercial called “To the Top” which features a Land Rover climbing a mountain. They have also created a game at http://racethesun.landroverusa.com/ called Race the Sun which allows users to simulate putting a Land Rover through its paces in several scenarios. Both Jaguar and LandRover have dedicated interactive digital media pages that function as aggregators of content at http://www.interactivejaguar.com/ and http://www.interactivelandrover.com/home/
JaguarUSA features a Klout score of 81, while LandRoverUSA comes in at 65, and again, Klout can find recent postings by the Jaguar Team, but none by the Land Rover Team.
Topsy shows 19 posts by JaguarUSA in the last 13 days with a sentiment score of 50, and LandRoverUSA shows 14 posts over the last 13 days with a sentiment score of 55.
In conclusion, I believe Jaguar is generally showing more traction because they are running an ad campaign that targets their core demographic market (middle aged men) with a slightly naughty message and they are encouraging people to participate in their social media campaign. Conversely, Land Rover is running a campaign trying to promote getting people away from their computers and actually into their vehicles doing stuff outdoors, and as a result their social campaign shows little activity.
Do they follow a content calendar?
• Facebook: Yes. They have an active social media campaign where they post multiple times per day on Facebook on weekdays regarding upcoming events. They include scheduled posts on topics such as the weather and how it will impact events, as well as topical posts including shout outs to new sponsors and new event announcements.
• Twitter: Yes, similar to their Facebook calendar with links back to Facebook articles.
• LinkedIn: Yes, as more of an article based area for cross linking with sponsors
• They have an RSS feed
• Instagram: Yes, they have a daily post
• Tagboard: Yes, they cross link to their other feeds
• Pinterest: Yes, they cross link to their other feeds
• YouTube: No, but they post topical videos of events during the off season.
How many people post to the social channels?
They have a single logon to each channel for official posts and do not allow others to post to their channels.
• Facebook: 31,832 likes, 358 talking about, and 3228 were here.
• Twitter: 4,674 Tweets, 3218 following, 5,155 followers
• Instagram: 127 posts, 386 followers, 99 following
• LinkedIn: 335 followers
• Pinterest: 236 followers and 292 following
• YouTube: 279 subscribed
What is the message they are getting across?
They are announcing and promoting events, promoting sponsors, and trying to encourage participation
Who are they trying to reach?
They are trying to reach out to the people of the Puget Sound region to encourage building community through participation in Seafair events.
As regional Microsoft Dynamics AX partner, Fine Solutions and Arminino are the two premier mid-tier Microsoft Dynamics AX Partners. Their approach to social media however is quite different.Fine Solutions has a dedicated team to leverage social media, and they take a guerilla marketing approach to social media that is designed to generate leads. Their social media outlets include a LinkedIn Page https://www.facebook.com/FineSolutions, a twitter feed https://twitter.com/FineSolutionsMS, Microsoft PinPoint http://dynamics.pinpoint.microsoft.com/en-US/partners/fine-solutions-4295735182 as well as posting ads on eBay and craigslist. Fine posts to each of these sites on a weekly basis. The basic premise of the Fine Solutions approach is to score high in page rankings so that prospective customers will notice them and contact them for services.
Arminino McKenna on the other hand has a presence on Facebook https://www.facebook.com/ArmaninoLLP that receives posts sporadically (recently it has been monthly, but they have times where they go nearly a year between posts), an active Twitter feed (https://twitter.com/armaninollp), and they do have a page on Microsoft Pinpoint http://dynamics.pinpoint.microsoft.com/en-US/applications/High-Tech-Industries-for-Microsoft-Dynamics-AX-4295018379. Arminino’s biggest social presence however is a series of blogs at http://amllp.blogspot.com/ where they present themselves as subject matter experts within the Microsoft Dynamics Community.
Both firms are successful at creating leads with their social media campaigns, but Fine appears to be better at leveraging their activities and turning them into sales leads, whereas Arminino appears to be more successful in defining themselves as subject matter experts.
By TJ Filley