Performance benchmarking and content analysis of 12 luxury automakers across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.

1. Performance benchmarking and content analysis of 12 luxury automakers
across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Social Media Analysis - Luxury Autos
July 9-15, 2014

2. Executive Summary
Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury
autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.
The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are
in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the
analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Data highlights and key takeaways:
❖ Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
❖ Google+ has considerable fan base overall, but is driving minimal engagement with brand content
❖ There’s surprisingly little promotion of posts on Facebook from these brands
❖ Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining
reach issue.
❖ Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage
when possible, as not all press will be entirely possible.
Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche, Volvo
All data in report from the week of July 9-15, 2014, unless noted otherwise.

3. Chart: Global Fan Leaderboard
Google+ is second largest
network, with 27% of fans.
Large range in community
sizes, with Acura having only
6% as many fans as leader
brand Porsche.
Facebook is leading network: 63% of total fan count

4. Chart: Global Engagement
Leaderboard
Instagram engagement count is
heavily skewed by Mercedes,
which has over 5x the
engagement on Instagram they
have on Facebook
Facebook, with 63% of total
fans, has 30% of total
engagements.
Only 4 of the 12 brands have
more engagement on
Instagram than on Facebook.
Instagram has only 4% of fans, but 69% of engagements

5. Chart: Facebook Leaderboard
Only Porsche and Mercedes
are significantly promoting their
content on Facebook, as
demonstrated by the difference
between total engagements
and engagements happening in
the first 24 hours.
Most brands aren’t heavily promoting their posts

6. Post with significant promotion
Reaches 24 hour point, and continues to build engagement at
significant rate. Boxed area indicates engagement generated
beyond 24 hour mark.
Determining how much brands are promoting posts
Post with minimal or no promotion
Reaches majority of total engagement by 24 hour
mark. Then flattens.

7. Chart: Post Type
While Mercedes had success
with video, it was a single post.
Overall, the industry is
experiencing more engagement
from photo content than any
other media type, so it makes
sense that they keep going
back to them.
Auto industry Facebook content dominated by photos

8. Chart: Subject Explorer
The Subject Explorer report
features top posting themes for
any brand. Here it lists
Mercedes’ most popular topics
on Facebook.
Not only is “Instagram” a top
posting theme, but they’re
actually posting the URL to
drive Facebook traffic to their
Instagram account.
Campaign Analysis: Mercedes promotes Instagram content on Facebook
Terms with the most mentions are largest. Terms with highest engagement/share/like/comment rate are darkest.

9. Chart: Subject Analyzer
Further evidence of their
Instagram campaign on
Facebook, the campaign’s main
theme is “FOLLOW”, as
indicated in the Related Terms
chart.
The campaign is generating
above average engagement
rate: .44%.
The sample post, the most
engaging post from the
campaign, shows Mercedes’
use of photography to draw
Facebook fans over to
Instagram.
Campaign Analysis: Mercedes’ cross-network tactics

10. Chart: Top Influencers Chart
Porsche, #2 in total
engagements for their brand
content, is also getting good
impact from their network of
influencers. Over 50k
engagements out of 7 posts
from 3 influentials. That’s more
than 50% of the 97k
engagements their brand
content generated.
As the highlighted post shows,
this isn’t always a plus for the
brand, although in this case, it
may only reinforce the brand’s
exclusivity.
Porsche getting engagement boost from influencers

11. About This Report
Social Media Analysis - Luxury Automakers
Some additional considerations for this report:
❖ Analysis includes 12 major luxury automobile brands
❖ Networks analyzed include Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest
❖ Posts shown and analyzed are only public or US market posts

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please contact sales@zuumsocial.com
ZuumSocial.com
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