The document analyzes social media conversations around luxury car brands and models. It finds that Chrysler generated the most discussion overall, driven by mentions of the Chrysler 200. Other top discussed brands were BMW, Mercedes-Benz, Audi, and Lincoln. The Cadillac CTS and Audi A4 were the second and third most discussed models. The analysis also breaks down conversations by media type, gender, and age demographics to provide insights into each brand and model's social media audience.

1. Crowning the King of Luxury Cars
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey

2. Search Setup In Alterian SM2
Brands Monitored: Models Monitored:
• Acura • Acura TL
• Audi • Audi A4
• BMW • BMW 3 Series
• Cadillac • Cadillac CTS
• Chrysler • Chrysler 200
• Infiniti • Infiniti G37
• Lexus • Lexus IS
• Lincoln • Lincoln MKZ
• Mercedes-Benz • Mercedes-Benz C Class
* Locations / Languages: All Countries & Languages
for Brands & USA and English Only for Models

3. Daily Volume – All Brands
Analysis
• Total of 233k social
media mentions
• Volume of
conversation
increases 10x
during Super Bowl
• 2nd Largest spike is
day after Super
Bowl

4. Share of Voice Total – Brands
Analysis
• 35% Media Types -
Other (Primarily
mainstream media
sites and
publications)
• 22% Microblogs
(Twitter etc.)
• 20% Message Boards
(Automotive Centric
forums & boards)
• 13% Blogs
(Key Auto Blogs)

5. Daily Volume – Models
Analysis
• Total of 28k social
media mentions
that are specific to
car model
• Volume of
conversation spikes
during release of
new models at auto
shows & Super
Bowl commercials

6. Share of Voice Total – Models
Analysis
• 30% Media Types
Other (Primarily
mainstream media
sites and
publications)
• 18 – 20% Microblogs
& Blog & Message
Board Forums
• 5% Video/Photo
Sharing & Social
Networks

7. Automaker Deep Dive

8. Chrysler Deep Dive
Analysis
• Conversation primarily focused around “Imported from Detroit”
• Gender led by Males
• 18 – 24 largest group discussing Chrysler

9. Chrysler 200 Deep Dive
Analysis
• Top sites discussing Chrysler 200 are primarily sales sites and dealers, with limited community discussions
• Sentiment generally positive, driven mostly by “Imported from Detroit” Ad

10. Cadillac Deep Dive
Analysis
• Cadillac conversations are more lifestyle driven than other auto manufactures, with limited model discussion
• Gender is majority male
• 25-34 is largest age group followed by 35-49

11. Cadillac CTS Deep Dive
Analysis
• Multiple communities / forums active in Cadillac CTS chatter, with limited dealer conversations
• Sentiment is mixed, though positive

12. Lincoln Deep Dive
Analysis
• Conversations about Lincoln discuss Advertising and Mercury (a retiring brand), chatter about models is very low
• Gender is Majority Male
• Over 50 is largest age group, followed by 25 to 34

13. Lincoln MKZ Deep Dive
Analysis
• Discussion around the MKZ is rather limited, mostly focused around dealer conversations, with limited green/eco
chatter
• Highest percentage of positive opinion of any model monitored

14. BMW Deep Dive
Analysis
• Conversations around BMW, are primarily focused around the brand as well as features with secondary chatter
around advertising
• Gender is primarily male
• 18 – 24 is the largest age group

15. BMW 3 Series Deep Dive
Analysis
• Discussion around the 3-Series is driven by communities; of the top 10 sources, 5 are dedicated sites for BMW
owners
• Sentiment is mostly positive

16. Audi Deep Dive
Analysis
• Conversations around Audi are mostly about their Super Bowl commercial and direct comparisons to other models
• Gender is primarily male
• 25-34 is the largest age group, followed closely by 18-24

17. Audi A4 Deep Dive
Analysis
• Discussions around Audi are very similar, except for the Dupont Registry Chatter not seen with any other model
• Sentiment is the highest of any German automaker

18. Mercedes-Benz Deep Dive
Analysis
• Conversations around Mercedes-Benz were primarily focused on their Super Bowl Ad, with next to no mentions of
models
• Gender is predominately male
• 25-35 is the largest age group

19. Mercedes-Benz C Class Deep Dive
Analysis
• Unlike other German Auto Makers, conversations are dealer driven
• Sentiment is mostly positive, but Mercedes Benz had the most negative of all German Auto Makers due to feedback
on Super Bowl advertising

20. Acura Deep Dive
Analysis
• Unlike nearly all other manufactures the conversations about Acura were focused on their models & technology vs.
advertising efforts
• Gender is primarily Male
• Largest age group is 25 -34, followed by 35- 49, making Acura the 2nd most mature audience

21. Acura TL Deep Dive
Analysis
• Discussions are equally balanced for Acura across forums, dealers and blogs
• Sentiment is nearly split due to social media feedback on their recent update to the 2012 TL

22. Lexus Deep Dive
Analysis
• Conversations about Lexus are about commercials and Christmas advertising, with secondary chatter about
technology
• Lexus is the only manufacturer that has more women discussing than males
• 25 – 34 is the largest age group, followed by 18-24

23. Lexus IS Deep Dive
Analysis
• Surprisingly, discussions around Lexus don’t have more community involvement and are mostly dealer driven
• Sentiment about Lexus is mostly positive and highest amongst Japanese models by .1%

24. Infiniti Deep Dive
Analysis
• Conversations around Infiniti are interesting. They are the only auto maker to have their previous models discussed
(G35 & i35), followed by their back up warning system
• Gender is primarily Male
• Age is nearly equal across all groups, with smallest percentage identified amongst all auto makers

25. Infiniti G37 Deep Dive
Analysis
• Discussions are primarily dealer driven with overlapping BMW discussions
• Sentiment is mostly positive

26. Automaker & Model
Rankings

27. Ranking the Brands - Totals
Analysis
• Chrysler - 19%
• BMW - 17.03%
• Mercedes-Benz - 17%
• Audi - 15%
• Lincoln - 12%
• Lexus - 8%
• Cadillac - 5%
• Acura - 2.9%
• Infiniti - 2.7%

28. Ranking The Brands - Trend
Analysis
• European manufacturers were discussed the most - by a large margin - pre-Super Bowl
• The Domestics get a huge push from Chrysler and continue to challenge Europeans post
Super Bowl
• Asian Manufacture chatter is consistent and flat

29. Ranking the Models - Totals
Analysis
• Chrysler 200 - 34%
• Cadillac CTS - 21%
• Audi A4 - 10.3%
• BMW 3 Series - 10.2%
• Acura TL - 8.4%
• Mercedes-Benz C-Class
8%
• Lincoln MKZ - 3%
• Lexus IS - 2%
• Infiniti G37 - 1.7%

30. Ranking The Models - Trend
Analysis
• The Chrysler 200 has had consistent peaks higher than other Luxury Cars
• The Cadillac CTS has had a similar pattern due the auto show circuit and very active community
members
• 2nd largest spike in the data set was focused around the TL redesign at the Chicago Auto Show

31. Summary
• Like most we were shocked and impressed by Chrysler. Initially we questioned
whether the 200 could hold its own against more traditional Luxury car
manufactures; they proved us wrong. Hopefully, they can transition this momentum
into community growth like BMW or Cadillac
• As shown by the demographics the majority of the audience is male and other than
Lexus a minority are discussing these manufactures or models publically. This
could be an opportunity.
• Feel free to view the Social Analytics dashboards for yourself
Acura: http://bit.ly/HotTopicAcura Chrysler: http://bit.ly/HotTopicChrysler
Lexus: http://bit.ly/HotTopicLexus Cadillac: http://bit.ly/HotTopicCadillac
Infiniti: http://bit.ly/HotTopicInfiniti Lincoln: http://bit.ly/hottopicLincoln
AUDI: http://bit.ly/HotTopicAudi BMW: http://bit.ly/HotTopicBMW
Mercedes Benz: http://bit.ly/HotTopicBenz

32. THANK YOU!
Please contact us with any questions:
Jim Reynolds: jim.reynolds@alterian.com
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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