Unmetric Inc, the social media benchmarking company located in North America and India has shared an exclusive study with us on “How the Indian Auto Sector is Performing on Social Media.” The study takes into account the 16 car manufacturers in India for their Q3 performance on Facebook. Audi and Tata Motors lead the sector whereas brands like Chevrolet and Toyota are yet to make a mark. The study has been shared as an appealing infograph.
1. Which manufacturers are driving engagement online?
One of the very interesting insights that Unmetric has derived in this report. The product has calculated the ratio percentage between total number of fans on Facebook along with the growth percentage of fans on the platform in Q3 and the total annual sales of the selected brand. For example, we can clearly see that even with less numbers Tata has done well in comparison with Mahindra. However, both the brands have multiple pages on Facebook so in that respect international brands such as Audi, BMW, Renault have done a great job in driving better engagement when compared to all others. However, the biggest disappointment has been Maruti Suzuki even though the brand has more than three official pages running on Facebook.
2. Which manufacturer is leading social media performance?
In this section, Unmetric has listed the 16 brands based on Unmetric Score that the product calculates on the basis of various qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number. Audi India tops the list with an Unmetric score of 53 followed by Tata, BMW, Hyundai, Mahindra, etc. Brands like Chevrolet, Toyota, etc. will have to seriously rethink on their Facebook strategies.
In addition to these numbers, Unmetric also observed that the top 5 engaging brands have been international auto brands. However, the Indian brigade was cheer leaded by Tata and the credit goes to it’s Tata Nano Facebook page that has been the driving factor.
3. Which manufacturer is driving customer service?
Of late we have seen that brands have used Facebook to resolve customer queries. So, Average Response Time (ART) is one of the critical metrics to measure the customer service provided by brands on Facebook. Tata Nano is the only page that takes customer service via Facebook seriously and responds to queries in 3 hours. Surprisingly, brands like Chevrolet, Mercedes, etc. take more than 10 hours to reply. In addition to this, BMW India goes one step further of being labelled as anti social since the brand prefers to have a closed Facebook wall i.e. as a fan you are not allowed to communicate with the brand on Facebook.
4. Content strategy of manufacturers
Besides this, the report also highlights on the different content strategies adopted by the brands. According to Unmetric, the auto makers missed out in creating the required buzz during new launches and failed to capitalize on it but focused on pushing brand news most of the time which was not at all appreciated by the fans. A big take away for brands from this report is that fans prefer content that focus more on “New Vehicle Launch”, “Events”, etc. instead of “Brand News”, “Contest”, “Ad Campaigns”, etc.
Along with the performances of brands on Facebook, the report highlights some data points on demographics. 92% of the fans are under the age of 30 and 52% of them are in the age group of 21. It is clear that they may not be the possible buyers right away but then the 18-24 age group, which is the largest age group on Facebook, can aspire to own one in the near future. But then, should it be the largest group that auto manufacturers should be targeting on Facebook is a debatable question. I have tried to answer this in an earlier post.
Nevertheless, a comprehensive report from Unmetric and lots of takeaways specially for national and international auto makers and also for brands in general. Do have a look and let us know what were your takeaways from the infograph.