Luxury Car Brands Not Tapping Full Potential of Social Media
Study by MH Group Communications and Forum Strategies &
Communications examines social media presence of global luxury
automobile companies; finds German automakers dominate while Japanese
and American brands are largely absent
NEW YORK/PRNewswire/ -- Luxury car makers are not
maximizing the full potential of social media in their communications
efforts, according to a new study announced today by independent New
York-based consultancies MH Group Communications and Forum Strategies
& Communications. The study, "Luxury Auto Brands and their Presence
in Social Media," is a comprehensive analysis of luxury auto brands and
their presence within social networks.
Using the MH Group Communications Community Index and Conversation
Index measurement methodologies to determine the size and activity
level of communities around specific auto brands across Facebook,
Twitter, YouTube, and Flickr, the study found that German automakers
dominate the luxury auto business category, while Japanese and American
brands are largely absent and unimpressive within social media.
In the study's overall rating, the nine luxury auto brands
considered ranked as follows in terms of their engagement in social
networks:
1. BMW
2. Porsche
3. Audi
4. Mercedes
5. Cadillac
6. Lexus
7. Acura
8. Infiniti
9. Lincoln
Porsche had the highest community rating in the Community Index with
a score of 5,448, followed by BMW at 3,681 and Audi at 3,612. In the
Conversation Index measurement, BMW held a sizeable lead over
competitors with a conversation rating of 6,164 for the period studied.
However, the study also concluded that the industry has yet to tap
the full potential of social media by utilizing an integrated and
holistic approach, and are focusing their efforts on YouTube and
Facebook rather than the full spectrum of social media platforms where
benefits could be gained.
Additionally, the study found that the task of breaking through in
social media for luxury car brands is complicated by the fact that all
the brands face an extraordinary amount of online clutter as they try
to attract a focused social media community. Unofficial Facebook pages,
Twitter feeds, YouTube channels and Flickr communities created and
managed by fans, vehicle dealers and individuals who incorporate a
vehicle name in their online identities siphon attention and offer
conflicting brand messages.
"Communications flow as easily between different social media
platforms as within any specific platform," said Mark Hass, CEO of MH
Group Communications. "In this environment, a successful campaign
within one social media platform is not sufficient to advance and
protect the brand online. Luxury auto companies need to harness the
synergies of using multiple social media platforms in an integrated
campaign to obtain the full benefits of the technology."
Other Key Findings:
The study revealed that social media conversations around luxury
auto brands focused on four key topics, each of which offer specific
challenges/opportunities:
-- Admiration: The luxury auto sector enjoys a privileged admiration
consumers express for most luxury brands. Being part of an "exclusive"
club, these owners and fans err on the side of adoration when
discussing their vehicles. Challenge: Where is the tipping point, when
the club no longer feels so exclusive because of the social media
involvement of everyday consumers?
-- Sales and Deals: The auto industry's huge investments into e-commerce
and the dealer-based, decentralized sales network make deal talk the
dominant topic of social media conversation. Challenge: Brand
management in this environment is a challenge, given that the
community drives the conversation, rather than the brand, in contrast
to pre-social media days, when sales messaging was focused around
brand web sites.
-- Questions about Features, Service, Availability: Social media are a
powerful tool for brands to monitor questions about their vehicles and
address them directly and immediately. Opportunity: This should be
viewed as an opportunity to extend a brand's customer service
commitment, rather than just treat social media as a marketing tool.
-- News and Vehicle Announcements: There is a virtuous cycle of
amplification among these brands, auto bloggers and social media
networks, in which news is shared by the brands with influential
bloggers, reposted or tweeted within social networks by readers of
those blogs, and further echoed within smaller SM groups. Opportunity:
Links to blog posts, rather than traditional media, are shared most
often by consumers.
Goodwill persists for luxury auto brands in the social media conversation:
While most other business sectors have brands that have been damaged
by negative social media commentary, most luxury goods brands,
including autos, enjoy mostly positive social media relationships. In
fact, 90% of the commentary and content created about these brands is
positive, since luxury brand consumers perceive that they receive a
high-level of service and value by being associated with the brand.
"Given the positive online dialogue regarding luxury auto brands,
the use of social media can no longer be regarded as an afterthought,
but must be viewed as a foundational element that is part of any
holistic communications strategy," said Jeffrey Sindone, President of
Forum Media, Forum Strategies & Communications.
About the study
MH Group Communications and Forum Strategies & Communications
partnered to perform this study because of their shared extensive
experience and interest in the auto industry and social media. The
top-selling luxury auto brands and luxury brands owned by major global
automakers, including Acura, Audi, BMW, Cadillac, Infiniti, Lincoln,
Lexus, Mercedes and Porsche were studied to assess their level of
involvement and success in using social media. Researchers examined
social media activity during August 2009 by the brands, as well as
activity about the brands initiated by consumers, dealers or others.
More information about the study is available at http://mhgroupcom.com/ or http://www.forumstrategies.com/.
About MH Group Communications
MH Group Communications specializes in integrating traditional
C-Suite corporate communications services with the opportunities
provided by emerging social networks and other digital tools. It offers
creative and contemporary programs that take advantage of the dynamic
environment surrounding consumer and stakeholder communications. For
more information on MH Group Communications please visit http://mhgroupcom.com/.
About Forum Strategies & Communications
Forum Strategies & Communications aims to help clients better
shape the social and political landscape in which they operate through
innovative, progressive public affairs strategies, targeted and
compelling communications and integrated corporate affairs programs
that get results. Its executive team has a track record of success on
controversial, high-profile issues, and brings decades of combined
experience in: Strategic issues and communications counsel,
reputation-critical campaigns, multifaceted communications programs,
issue advocacy, reputation and branding campaigns. For more information
on Forum Strategies & Communications please visit http://www.forumstrategies.com/.
Source: MH Group Communications
CONTACT: Daniel P. Bingham of MH Group Communications, +1-408-621-5786,
Daniel.bingham@mhgroupcom.com; or Jeffrey Sindone of Forum Strategies &
Communications, +1-212-554-2157, sindone@forumstrategies.com
Web Site:
http://mhgroupcom.com/
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