United Airlines  Social Media Audit
15 Pages
English
Downloading requires you to have access to the YouScribe library
Learn all about the services we offer

United Airlines Social Media Audit

-

Downloading requires you to have access to the YouScribe library
Learn all about the services we offer
15 Pages
English

Description

© MH Group Communications / Forum StrategiesPurpose of the Study MH Group Communications and Forum Strategies & Communications performed a comprehensive analysis of luxury auto brands and their presence within social networks Measurement & Ranking of Luxury Auto Brands Examine the presence in major sm networks of top luxury auto brands Compare and rank the top brands○ Acura, Audi, BMW, Cadillac, Infiniti, Lincoln, Lexus, Mercedes, Porsche Two key measures○ Community Index: Numerical calculation based on total Facebook friends, Twitter followers, YouTube channel subscribers & Flickr group members, with a growth-rate factor applied○ Conversation Index: Numerical calculation based on total Facebook comments, Twitter Tweets, YouTube video posts & Flickr photo posts, with a growth-rate factor applied Identification of Trending Topics and Strategic Opportunities Key subjects of SM conversation about luxury auto brands Key SM trends affecting luxury brands in general9/15/09 © MH Group Communications / Forum Strategies 29/15/09 © MH Group Communications / Forum Strategies 3How the Study Was Done The top-selling luxury auto brands and luxury brands owned by major global automakers were studied to assess their level of involvement and success in using social media Researchers examined SM activity during August 2009 by the brands, as well as activity about the brands initiated by consumers, dealers or others Four major SM communities were ...

Subjects

Informations

Published by
Reads 30
Language English

Exrait

© MH Group Communications / Forum Strategies
Purpose of the Study9/15/0MH Group Communications and Forum Strategies & Communications performed a comprehensive analysis of luxury auto brands and their presence within social networksMeasurement & Ranking of Luxury Auto BrandsExamine the presence in major sm networks of top luxury auto brandsCompare and rank the top brandsAcura, Audi, BMW, Cadillac, Infiniti, Lincoln, Lexus, Mercedes, PorscheTwo key measuresCommunity Index: NTwitter followers, YouTube channel subscribers & Flickr group members, with a growth-rate factor appliedConversation Index: Numerical calculation based on total Facebook comments, Twitter Tweets, YouTube video posts & Flickr photo posts, with a growth-rate factor appliedIdentification of Trending Topics and Strategic OpportunitiesKey subjects of SM conversation about luxury auto brandsKey SM trends affecting luxury brands in general9u ©mHMe rGircoapul  cCaolmcmuulanictiaotinon sb /a Fsoerudm  oStnr attogetiaes laFcebookf riends, 2
9/15/09©  HMGroup Communications / Forum Strategies3
How the Study Was Done9/15/0The top-selling luxury auto brands and luxury brands owned by major global automakers were studied to assess their level of involvement and success in using social mediaResearchers examined SM activity during August 2009 by the brands, as well as activity about the brands initiated by consumers, dealers or othersFour major SM communities were targeted as representative of the major SM categoriesFacebook, Twitter, YouTube, FlickrSM hand-raisers who chose to identify themselves as friends or followers of the brand were counted and designated as part of a brand’s “community”Proactive posts and comments about the brands were counted and scored to reflect the “conversation” about the brandThe larger category of luxury goods was also examined for best practices and trends relevant to the luxury auto industryThese findings were placed within the context of auto industry and social media trends9 ©HM Gruo pCommnucitaoisn/  FromuS rtategies4
Major Findings9/15/0Porsche & BMW are the leading luxury auto brands within social media, scoring highly in both the Community and Conversation measurementsGerman automakers, in general, dominate in this business categoryJapanese brands are largely absent and unimpressive within social mediaCadillac either matches or outperforms its Japanese rivalsThe Lincoln brand is largely absent from social mediaThe industry has yet to tap the full potential of social media, and no brand has an integrated and holistic approachFacebook & YouTube are the brands’ social networks of choiceTwitter activity initiated by the brands is insignificant, especially in light of the sector’s highly motivated and engaged consumers who are Tweeting heavily about the brandAll the brands face an extraordinary amount of online clutter as they try to attract a focused social media communityUnofficial Facebook pages, Twitter feeds, You Tube 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 9© MH Gruo pCmomnucitaoisn/  Formu Strategies5
Luxury Trends Affecting Autos/9510/The luxury auto brands enjoy a largely positive relationship with consumers within social media90% of the commentary and content created about these brands is positiveWhile 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 relationshipsLuxury brand consumers perceive that they receive a high-level of service and value by being associated with the brand, and this perception is reflected in social mediaThe desire among luxury brands, including the autos, to promote exclusivity conflicts with the democratic and accessible nature of social mediaMaintaining a brand’s aspirational essence will present future challenges to luxury automakers as social networks mature and continue to growWhere’s the tipping point, when the club no longer feels so exclusive because of the social media involvement of everyday consumers?9© MH Group Cmomunictaoisn/ F romuS rttageeis6
9/15/09 M©H Group Communications / Forum Strategies7
Community IndexHand-raisers who have willingly identified themselves as followers or friends of the brand/951/09© MH Gruo pCmomnucitaoisn/ F romuS rtategiesIndThe index is a numerical calculation with a base of zero x .01 and reflects total Facebookfriends, Twitterfollowers, YouTubechannel subscribersand Flickrgroup members in the study period, with a growth-trend factor applied of 10% to fast-growing communities.ex peirod:8 /1/09– 8/31-098
Conversation IndexThe volume of all commentary about the brands from both outside and within their communities /9510/9© MH Group Cmomunictaoisn/ F romuS rttageeisIndexThe index is a numerical calculation with a base of zero x .01 and reflects total Facebookcomments, TwitterTweets, YouTubevideo posts and Flickrphoto posts during the study period, with a growth-trend factor applied of 10% to rapidly growing conversations.p eriod: 8/1/09 –8/310-99
Tiered Rankings/9Leaders1. BMW2. PorschePositioned to dominate social media in this business category510/9Challengers3. Audi4. MercedesPositioned to challenge category leaders © MH Group Cmomunications/ F romu The Pack5. Cadillac6. Lexus7. Acura8. Infiniti9. LincolnSocial media not a significant factor in driving brand awareness or lasesStrtageeis01
9/15/09 © HMGroup Communications / Forum Strategies11