Corvette, BMW and Tesla Motors Speed into the Fast Lane of Brand Conversations both Online and Offline
Engagement Labs Releases ‘Total Social’ rankings to measure performance of online and offline conversations for the top performing car brands in the U.S.
TORONTO, ON. – October, 7 2015 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™ and owner of Keller Fay’s Talk Track®, today released rankings on the Top Automotive brands in the U.S., on social media and through offline, word of mouth conversations.
Rankings of the Top Ten Automotive Brands on Facebook and Twitter in the U.S.
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
“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,” noted Bryan Segal, CEO at Engagement Labs.
Based on eValue data, the top ranked automotive brand on Facebook is the high-powered Chevrolet Corvette, with an eValue score of 82.94. The brand jumped six spots from Engagement Labs’ previous automotive data ranking done in March 2015. The brand leverages its Facebook page to engage with Corvette fanatics by posting high-quality images, along with impressive stats and facts on speed that make it superior to other cars. Corvette also had the highest positive brand sentiment in offline conversations based on Talk Track data. Online, the brand encourages people to share images of their own Corvettes and leverages this user-generated content across their social platforms. This builds brand affinity with audiences, which translates to offline conversation.
“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,” said Segal. “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.”
Taking second place in eValue rankings on Facebook is Nissan, which moved down a spot since March. The brand earned the highest Engagement subscore of 70.09 and the highest active user base, meaning they have a high percentage of followers actively engaging with their content. Offline the brand took the sixth place spot with a positive sentiment score of 78 percent.
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.
On Twitter, BMW leads the pack with an eValue score of 78.65. The brand also has a Responsiveness subscore of 55.83, more than 25 points above the group average, indicating that it responds more often and faster than its peers. Nissan took the second spot on Twitter with an eValue score of 78.16, while Mercedes-Benz ranked third with the highest Impact subscore of 89.58.
“The US automotive market has seen a steady growth for the most part of 2015. Brands who focus on their social media channels and building effective content to help strengthen relationships with fans both online and offline could have a one-up on their competition,” noted Segal.
About Engagement Labs
Engagement Labs (TSXV:EL) offers intelligent ‘Total Social’ data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.
Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 - an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.
Engagement Labs maintains offices in Toronto, London and New Brunswick, NJ. www.engagementlabs.com / www.kellerfay.com
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