How Automakers Can Tap Social Media To Drive Nameplate Marketing

PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.1

© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
• Purpose
• Case Study: Uncovering and Quantifying Consumer Perceptions
– Porsche Brand and Porsche Panamera
• Key Takeaways for Automotive Companies
• Case Study: Preemptive Product Positioning Opportunities
– Clean Diesel Category Perception (US) and Volkswagen Jetta TDI
• Key Takeaways for Automotive Companies
TABLE OF CONTENTS
2

Consumers tellushow theyfeeland what theywant rightnow onsocial media,butmost
companies aren’t really listening. Andifthey are, they haven’t been able toachieve alevelof
granularityoraccuracy thatisactionable forthe business. Automakers haveauniqueopportunity
tousesocial mediadata togain astrategic advantage overthecompetition– ifthey useitinthe
correct way.Counting several majorglobalautomakers asclients, the Crimson Hexagon team
explored newwaysinwhichthese firmscantap existing consumer perceptions of
brands, individual nameplates, and distinct vehiclecategories todrivemarketing success.
Throughdeep analysis ofsocial data, weseek todiscover opportunities for automotive companies
togaininsightinto consumers’ nuanced, evolving perceptions. Inthisdocument, we discuss our
research findings and explain theimplications forautomakers and theircreative agencies.
PURPOSE
3

AUTO BRAND: Porsche
BUSINESS
QUESTION: How can we quickly tap into current consumer perceptions to
inform our brand and product messaging?
METHOD: Develop a framework to identify, separate, and quantify distinct
consumer perceptions by analyzing the online conversations
around the Porsche brand and Porsche Panamera model over a
two-year period.
CASE STUDY: CONSUMER PERCEPTIONS
4

CONSUMER PERCEPTIONS: PORSCHE BRAND
FINDINGS:
A. Luxury is most prominent attribute
of the Porsche brand (31%)
B. Secondly, consumers associate
Porsche with high speed
performance (29%)
C. In proportion to other brand
attributes, Porsche’s style of design
and comfort have weaker appeal
Porsche:BrandPerception
(1/1/11–12/31/12) 759,373Relevant Posts
C
A
B
5

Porsche:BrandPerception
ThemesofConversation
“People that drive
Porsche Panameras are
just straight class #1%”
-@tjkenny15
“when i see 5 porsche
911's race past me
#dreamcar #someday”
-@Ghost_Driverr
CONSUMER PERCEPTIONS: PORSCHE BRAND
6

FINDINGS:
A. Panamera body style/exterior is
most debated feature, driving both
positive and negative conversation
B. Luxury appeal of Porsche brand
translates into strong aspirational
discussion of Panamera (27%)
C. Perceived speed and performance
of Panamera also echoes Porsche
brand (7%)
Porsche:ReactionstoPanamera(Facebook/Twitter)
(1/1/11–12/31/12) 35,444Relevant Posts
A
B
A
C
CONSUMER PERCEPTIONS: PANAMERA
7

Since Oct. 2012, proportion of consumers aspiring to own Panamera
increased 26%,while criticism of aesthetic attributes fell by 12%
Porsche:ReactionstoPanamera(Facebook/Twitter)
(1/1/11–12/31/12) 35,444Relevant Posts
8

FINDINGS:
A. Though similar in volume, blog and
forum sentiment on Panamera is
more divided
B. Panamera body style/exterior
continues to drive positive
conversation (17%)
C. Compared to 15% on Facebook
and Twitter, 25% of discussion
criticizes model’s aesthetic features
Porsche:ReactionstoPanamera(Blogs/Forums)
(1/1/11–12/31/12) 35,163Relevant Posts
C
A
B
9

• The Crimson Hexagon ForSight™ platform empowers automakers to complete
comprehensive market research in a matter of hours
• Automakers can analyze online discussions across many social platforms, and
contextualize new findings for internal stakeholders throughout the enterprise
• Automakers can strategically leverage consumer insights with ForSight to
inform positioning and messaging strategies for new nameplates
CONSUMER PERCEPTIONS: KEY TAKEAWAYS
10

• Luxury and speed are top-of-mind for consumers regarding the Porsche brand
• Newcampaignmessagingcanemphasizethesecoreattributestofosterthespiritedaspirational
discussionssurroundingPorschecarmodels
• Intheeyesofconsumers,safetyisnotadefiningattributeofthePorschebrand
• With respect to a specific car model, Porsche Panamera, aesthetics play a
larger, debated role in the conversation
• PanameraenjoysstrongaspirationaldiscussiononFacebookandTwitter(27%)
• Since Oct. 2012, proportion of consumers aspiring to own Panamera increased 26%,while
criticism of aesthetic attributes fell by 12%
CONSUMER PERCEPTIONS: KEY TAKEAWAYS
11

IN ADDITION TO EVALUATING OUR BRAND AND
NAMEPLATE OF INTEREST, WHAT IF WE NOW WANT
TO SHIFT OUR FOCUS TO A VEHICLE CATEGORY?
12

TECHNOLOGY: Clean Diesel
BUSINESS
QUESTIONS: (1) What are US consumer perceptions of clean diesel technology?
(2) How can we leverage this information to inform the positioning
strategy for the new diesel car we are launching in the US?
METHOD: Develop a framework to inform preemptive product positioning by
analyzing online conversations about clean diesel at the
categorical level and individual diesel models on the market
during the last 12 months.
CASE STUDY: CLEAN DIESEL
13

CLEAN DIESEL: TODAY
14

CLEAN DIESEL: CATEGORY PERCEPTION
FINDINGS:
A. Major appeal of diesel is fuel
economy; however, this has eroded
substantially since May (24%)
B. Higher power and torque of diesel
vehicles is quickly becoming more
attractive to consumers (11%)
• In the last year, this proportion of
conversation has increased18%
C. Through social media, we see
significant consumer demand for
new diesel vehicles (16%)
CleanDiesel:ConsumerPerception(Twitter&Facebook)
(5/1/12–4/1/13) 3,849Relevant Posts
C
A
B
15

CleanDiesel:ConsumerPerception(Twitter&Facebook)
(5/1/12–4/1/13) 3,849Relevant Posts
FINDINGS:
A. Power-related discussion gains
momentum in early 2013, peaking
to nearly 40% of total conversation
B. With the diesel fuel price
hike, proportion of conversation
related to costs of owning diesel
vehicles grows to almost 60% in
Sept 2012
C. Though perceptions of loudness
and pungency persist, these may
be addressed with new messaging
A
B
C
16

ThemesofConversation:TorqueandPower
“I want to either beef up the
360 or get a fast car or a
diesel. I need more power.”
-@samcuomo
“When my 7,000 pound
diesel outruns most sports
car>>>> ”
-@Blake_Spiers
17

CLEAN DIESEL: REACTIONS TO VW JETTA
FINDINGS:
A. The Jetta’s powerful engine is the
largest driver of positive
conversation (14%)
B. Interestingly, fuel economy is only a
minor discussion point (1%)
C. Nearly half of conversation
compares the VW Diesel Jetta to a
hybrid vehicle, which presents a
major positioning opportunity
A
B
C
VolkswagenJetta:ConsumerReactions
(6/1/12–4/1/13) 9,363Relevant Posts
18

• Performance, fuel economy and cost of ownership are top-of-mind for
consumers regarding clean diesel
• Overthelastyear,consumershavebeenclamoringformoredieselcaroptions(16%)
• Engine power is the most favorable attribute of the Jetta (14%), which mirrors
the growing appeal of the clean diesel product category
• Toconsumers,fueleconomyisnotadefiningattributeofthedieselJettanameplate(1%)
• Autobrandscanalsoframemessagingaroundnewdieselmodelswiththerelativepowerand
performanceofhybridvehicles
CLEAN DIESEL: KEY TAKEAWAYS
19

Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Paramount
Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many
more. For more information go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON
20

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ForSight ™ Platform
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How Automakers Can Tap Social Media To Drive Nameplate Marketing

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