Tag Archives: social media analytics

More cars- Tesla vs Maserati

Like many, I was a bit surprised when I watched a 90 second Super Bowl ad not knowing up until the last 3 seconds that it’s about the Maserati Ghibli 2014. As a Super Bowl newbie (don’t judge), I thought it was a long and expensive ad, but I only realized the significance of it later: Maserati has never run any ad before in the US and the particular model, Ghibli is newly introduced in 2014 as the ‘baby-Quattroporte’, the Italian car manufacturer’s first foray into the under 100k, luxury mid/full-size category.

Although the Tesla Model S is firmly in the full-size category, the entry price points of the two cars (~$70k) and the fact that both are out of the ordinary luxury vehicles make them competitors (if you can ever call any luxury car ordinary).

Market Context

I believe Tesla needs no introduction, but it’s interesting to know that their European expansion plans are very healthy: they launched Model S in August 2013, sold about 7,000 cars since in Europe and they are aiming for 10,000 cars per year by 2015, just in Germany. Sales volume is still by far the highest in the US, but the Tesla top sales list has 10 European countries, with Norway leading from second spot.

Maserati on the other hand has 30-40% of its sales coming from the US, the rest is dispersed in various other regions, Asia and Middle East included. Said to be the rough diamond of Fiat Chrysler with great profit upside potential, Maserati now wants to capitalize on the economic upturn and the cachet of the brand by targeting a sales volume of 10,000 Ghiblis in the US for 2014. Their cheapest model thus far was the Quattroporte for a mere $102k.

Social media presence

Based on analysis from socialmention, Tesla is definitely leading in brand strength, but Maserati’s much higher passion score could mean that there’s a strong, tight advocacy group of influencers who like the brand.

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Looking at the peaks and troughs from the Topsy analytics however, we see a less balanced view and the Tesla Model S social media buzz is more lively than the Maserati, not just at the notable point on 04/13/14, when a cartoon on Tesla ownership was published.

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We do however have to take into account other differences:

– Aside from the obvious electric car aspect, the Tesla Model S has been around for a while to build a loyal following, but the Ghibli 2014 is the new kid on the block, with much lower brand recognition in the US.

– Elon Musk’s Klout score is 86. Anyone heard of Harald Wester or Peter Grady? Thought so.

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– Looking at the socialmention measures several times over the course of 24 hours, fluctuations in social media activity show regional differences: daytime in Europe tends to improve on the Maserati metrics, but US West Coast time zone sees a lot of Tesla chatter. The emphasis in target markets for both brands is just the opposite, as per above, so the marketing campaigns make sense: Super Bowl ad for Maserati and free performance configuration for the Autobahn for German Tesla customers. (Keeping in mind that Model S is closer to $100k in Europe.)

– Like with all social media presence, exact measurements for intent to buy and conversion are hard to establish, and it was long debated that luxury products don’t mesh well with the openness of social media, companies thinking that it would dilute the exclusivity of their product. That said, Maserati Ghibli had to create brand awareness very fast to compete with other vehicles in its category and to try punch above its weight. If we accept that the intent of their campaign is to send customers window-shopping and convert them in-store (like many other luxury retailers), then the response to the Super Bowl ad hints at success: new car searches on the Kelley Blue Book site for the Ghibli has increased by 4,250% after the ad aired. However, follow-up on social media channels was probably not as strong as it could have been.

By the way, the cartoon is pretty funny too: http://theoatmeal.com/comics/tesla_model_s

And of course: #NoTESTAndy

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How do Porsche and Audi stack up?

Introduction

Porsche is an almost niche brand and has a near exclusive range that makes it hard to compare the car maker with other brands. I chose BMW the last time around in an attempt to compare two German brands. This time I’ll be comparing Porsche with Audi and the two brands only really compete in two narrow segments (Audi Q5 vs Porsche Macan and Audi R8 vs Porsche 911 4S: both comparisons from the price point perspective) as the offerings are usually geared towards different segments.

Context

Porsche is an exclusive brand that caters primarily to the 30-60 male demographic with an average income of $300,000. Porsche has an average per-car profit margin of €23,000 and has a long tradition as a premium car brand. Audi on the other hand, despite its long history does not have Porsche’s racing pedigree. Audi in comparison is less exclusive and caters to a wider range of demographics with cars that start off at $22,000. In contrast, the cheapest Porsche starts out at $52,000. Audi has an average profit margin of €1,500 per car sold. Both brands are owned by the Volkswagen Group.

Social Media Presence

As Porsches practically sell themselves, my expectation was that there would be more Audi related chatter but more interest (views) for Porsche, on social networks and that seems to mostly be the case as seen in the following measurements.

Keyhole.co

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Keyhole.co (Instagram, Facebook and Twitter) shows that Audi has more posts and users associated with its brand but Porsche’s reach dwarfs Audi here.

IceRocket

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Social Mention

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Conclusion

In sum, the numbers shown above support the hypothesis that even there is more noise/chatter around the Audi brand, the Porsche brand shows more strength/reach and the proof is in the pudding if you consider the profit margin per car for each brand.

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Marketwire/Sysomos: Social Communications & Analytics for 70% of the Fortune 50

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After hearing about the hundreds (likely thousands) of social analytics tools out there, I began to wonder how larger companies make sense of all this chaos. Surely, Google and Microsoft aren’t manually piecing together reports from HootSuite and FollowerWonk, right? What are the big brands using?

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The majority of them seem to be using a Toronto-based company called Sysomos (acquired in 2010 by private firm Marketwire, a press release distribution company who have re-branded themselves as  a “social communications company”). I reached this conclusion by comparing the client lists of companies like SimplyMeasured and CrowdBooster with those of Sysomos. Apparently, 70% of  Fortune 50 brands use Sysomos products:

ImageAccording to Wikipedia, the company’s flagship product, Media Analysis Platform (MAP), “mines and analyzes content from social media or user-generated content. MAP is considered by many to be the most advanced social media analytics solution in the industry, specifically for text summarization and visualization features along with granular segmentation capabilities by geography and demographics.” This allows them to do some cool global analysis, like this image from one of their public blog posts showing where tweets about the French electronic music duo Daft Punk originate:

ImageAlso from Wikipedia: “The company also offers Sysomos Heartbeat which provides social media monitoring and engagement capabilities to communication professionals, brand managers and customer support groups. In 2013, Heartbeat was extended to add publishing components to deliver a holistic end-to-end social media marketing platform.” It seems that Marketwire intend to become a one-stop-shop for PR, social communications, and analytics. For those companies that can afford their services, it seems they’re the market leader. Obviously there’s a whole ecosystem of potential competitors in social media analytics, but it looks like Marketwire/Sysomos are a powerful pair who are trying to do it harder, better, faster, & stronger.

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Sitetrail – high level analysis for website and social media

SiteTrail gives you a wealth of analytical information ranging from social media analysis, SEO analysis, Visitor analysis, Traffic analysis, Revenue analysis, content analysis . Major  companies may  already have this information. However,  SiteTrail will be useful for getting information about their competitors.for e.g in less than 3 min I was able to compile the below high level  information about amazon.com vs ebay.com

Amazon.com

Ebay.com

Social Media score

99%

99%

SEO Score

83%

97%

Unique visitors

119,446,435

67,231,123

Traffic Rank

8

24

Ad revenue potential

125 M USD

41.6 M USD

Site worth

224 M USD

75 M USD

The social media analysis section provides very detailed information about  the reach.

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The site also analyses visitors and  provides heat maps based on visitors  geographic location.It also tells how many times a visitor comes back to the site.

Another Useful information is the keyword density on the home page. This gives you a sense of what the competitor is focusing on. A  sample comparison for amazon.com and ebay.com is provided below

Home Page Keyword Density

Amazon.com

Ebay.com

Games- 1.5%

ebay-3.02%

Books – 1.5%

electronics – 0.97%

accessories-1%

generation apple ipod – 0.85%

cloud player – 0.5%

cars-0.85%

amazon prime-0.5%

apple ipod touch-0.85%

instant videos- 0.5%

sporting goods-.85%

So my take is,  if you want to provide some high level social media and  competitor website analysis information, then  www.sitetrail.com/analysis/ is a tool you should check out.

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