Honda and Volkswagen: Comparison of their Social Network programs efficiency Errors and success

1. Social Media and Social Network
Presentation:
Honda Motor Ltd. & Volkswagen
By Martin Irvine, Tristan Pierson and Alex van den Broek

2. Structure of the Presentation
1. Introduction of Honda & Volkswagen
1. Analysis of Honda and Volkswagen adopted social media-
day-to-day
1. Main Campaigns
1. Main Errors
1. Potential improvements and implementation

3. “The concept of Social Media is top of the
agenda for many business executives today.
Decision makers, as well as consultants, try to
identify ways in which firms can make profitable
use of applications such as Wikipedia, YouTube,
Facebook, Second Life, and Twitter.”
A Kaplan & M Haenlein: Business Horizons 2010

4. Comparison (2013 data)
Honda Motor Ltd. Volkswagen Ltd.
Nationality Japanese German
Year of creation 1948 1937
Employees 187 094 employees 549 763 employees
Revenue 104 Billion USD 271 Billion USD
Profit 3.9 Billion $ 12.4 Billion USD

5. Honda Motor Ltd.
1. World's largest motorcycle manufacturer since 1959
2. World's largest manufacturer of internal combustion
engines
3. Second largest Japanese automobile manufacturer.
4.Honda is the eighth largest car manufacturer in the world

6. Volkswagen
1. Volkswagen means "people's car" in German. Its current
slogan is Das Auto ("The Car")
2. Volkswagen has three cars in the top 10 list of best-selling
cars of all time compiled: the Volkswagen Golf, the
Volkswagen Beetle, and the Volkswagen Passat.
3. Volkswagen ranks first in spending the most money of any
automaker on research and development as of 2011.

7. Market Share
(The Economist)

9. Honda: Day to Day Social Media
Activities
Gifts and Giveaways

10. Honda: Day to Day Social Media
Activities
Emotional Engagement

11. Volkswagen: Day to Day Social Media
Activities
Gifts and Giveaways

12. Volkswagen: Day to Day Social Media
Activities
Customer Engagement

13. Honda: Day to Day Social Media

14. Volkswagen Day to Day Social Media

15. VW & Honda: Day to Day
• Prizes and Giveaways
• Emotional Engagement
• Sales and Promotions
This is unsurprising.
In many ways, unoriginal.

16. Why do it?
The importance of Social media
• The need for improving brand image
• Automotive Lease Guide's Perceived
Quality Study:
Perceived quality influences price and
value of a car, when real the actual
product matters less.
• Honda- 85.5 - Ranked 2nd
• VW- 67.4 - Ranked 5th

17. VW & Honda: Day to Day
• Prizes and Giveaways
• Emotional Engagement
• Sales and Promotions
This is unsurprising.
In many ways, unoriginal.

18. VW: Innovative Social Media
Campaigns
• Holland- Facebook
• Choose- Beetle/Transporter
• 1st to 20,000 likes = Winner
• 1 individual wins the car

19. • Facebook fans more than double
• Most people spent over 10
minutes playing the game
• 700% increase on engagement on
the Volkswagen Facebook page

20. VW: Innovative Social Media
Campaigns
• Augmented Reality
• Fusion of print and
digital media.
• 50,000 take part
• 7% signed up for a test
drive
• https://www.youtube.com/watch?v=
K0Nkgr-t78E&noredirect=1

21. Volkswagen Viral Success
• Youtube- ‘The Force’ • Effective way of building
brand image
• Initial High Profile Ad
• Word of Mouse
• Social Media does the
rest.
• https://www.youtube.com/watch?v=R55e-
uHQna0&noredirect=1

22. Social Media Errors

23. Honda
• Nostalgic social
networking approach
– #firsthonda
– Project Drive-In
• Less nostalgic approach
– #WantNewCar

24. Social Media Failure
• #firsthonda
– Similar to #McDStories
– People express their
issues

25. Social Media Success
• Project Drive-In
– Drive In’s most popular in America
– Saved almost double the amount of Drive In’s
planned
– Affect on market share?

26. Social Media Success
• #WantNewCar
– Real time response to problems
– Used multiple formats; Twitter & Vine
– Increased sales in previous years
– Increased engagement

27. 4 Principals of Social Media
• Participation
• Openness
• Conversation
• Community

28. Recommendations

29. Volkswagen Recommendation

30. Volkswagen Recommendation

31. Volkswagen Recommendation
• Recreate famous world cup goal

32. Volkswagen Recommendation
• Vine video posted via twitter
• #WinMLSVW
• 10 winners 2 pairs of tickets for any MLS
game
• Increase engagement
• Success in past

34. Honda Recommendation

35. Honda Recommendation

36. Honda Recommendation
• Environmentally Friendly Online Games

37. Honda Recommendation
• Winner receives 4 tickets to Sasquatch
• Travel and eco friendly products
• Sharing compulsory
• Boost engagement worldwide
• Boost public image

39. THANK YOU FOR LISTENING
#HONDAVW
For feedback and access to our presentation
FOLLOW US ON TWITTER: @AlisArmy99

40. References
• http://b.vimeocdn.com/ts/352/423/352423027_640.jpg
• http://10and5.com/wp-content/uploads/2012/07/01-volkswagen-street-quest-key-visual.png
• http://www.simplyzesty.com/Blog/Article/September-2011/Volkswagen-Use-Augmented-Reality-
Campaign-To-Engage-50,000-Customers
• http://therealmcast.com/wp-content/uploads/2011/02/star-wars-volkswagen.jpg
• http://money.cnn.com/magazines/fortune/global500/2013/snapshots/6729.html?iid=G500_lp_arrow1
• http://money.cnn.com/galleries/2011/technology/1104/gallery.social_media_controversies/4.html
• http://www.huffingtonpost.com/2012/01/10/volkswagens-social-media-facebook-_n_1196745.html
• http://www.thedrum.com/uploads/drum_basic_article/96342/main_images/honda4.jpg
• http://mkalty.org/wp-
content/uploads/2014/03/xhw1o9ytm1_7af804d3_00f4_ab29_bd96_250f8257ae06.jpg
• http://patrickschreiner.com/wp-content/uploads/2014/01/twitter.jpeg
• http://edtechtimes.com/wp-content/uploads/2012/03/twitter.jpg