Rankings of the Top Ten Automotive Brands on Facebook and Twitter in the U.S. (source: Engagement Labs eValueTM U.S. 2015 rankings of automotive brands on social media)
Engagement Labs published an interesting comparison of performance of online and offline conversations for car brands in the U.S. using its Value Analytics and Keller Fay’s Talk Track tools.
The results for different brands depend on the form of media. Chevrolet Corvette is, for example, high on Facebook but out of the Top 10 on Twitter.
Bryan Segal, CEO at Engagement Labs said:
“Today, both word of mouth conversation and social media are major drivers of brand consideration and purchases. However, what brands must realize is what people are talking about offline may not necessarily be what people are talking about online. Therefore, it’s important for marketers to understand how their brand is measuring up on both mediums and create content that can help fuel conversation, be it online or offline."
As it turns out, Tesla Motors was among Top 10 automotive brands in all categories - Facebook #5, Twitter #8, offline word of mouth sentiment #4 and offline word of mouth momentum #1.
Social media is becoming a very important source of information for consumers, especially younger ones.
Bryan Segal add:
“Social media has become the go-to place for consumers to gain in-depth industry information on the brands they are interested in purchasing, and for the automotive industry, this consumer trend is increasing. According to the 2014 CMO Council Report, 84 percent of automotive shoppers are on Facebook, and 24 percent of them have used Facebook as a resource for making their vehicle purchases. Additionally 94 percent of millennial car buyers gather information online. Social media provides automotive brands with a powerful tool to market directly with target consumer markets.”
Since Tesla is so highly ranked, this surely means that consumers are hearing about the electric automaker.
"Tesla Motors may be relatively new to the industry, but the manufacturer is showing steady increase in popularity both online and offline. Taking the top spot in Talk Track offline word of mouth momentum score, Tesla Motors’ word of mouth volume doubled from last year and demonstrated 80 percent positive sentiment offline. Online, the brand ranked fifth on Facebook and eighth on Twitter."
Rankings of the Top Ten Automotive Brands based on offline word of mouth data (source: Talk Track ® U.S. 2015 rankings of automotive brands word of mouth conversation offline)
Source: Engagement Labs