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Monday, October 11, 2010

Automotive Facebook Fans by Brand: September 2010



Let’s get the big news out of the way. BMW surpassed the 2 Million fan number September 28th. On July 5th they hit 1 Million fans, so in a mere 3 months they gained over 1.1 Million fans. BMW has been on a fan rampage and finished the month promoting their secret reveal (I’m guessing it’s the new BMW 6-series.)

Hyundai saw a massive increase in fans as they nearly doubled their fans in September from 41,653 to 82,773 fans. This was done in part by some reachblock ad units I did see Hyundai run on the Facebook site. Others doing reachblock ads where Cadillac and Toyota continued to promote their safety and user story ads throughout the month of September.


Honda worked on promoting their Honda CR-Z Hybrid, but the ad units drove consumers to the CR-Z vehicle page. Honda saw a typical 10% gain on the brand page. Unfortunately, I think they missed an opportunity to drive more fan traffic to their primary brand page. It’s interesting to note that at the end of September Honda’s luxury family member Acura decided to abandon their vehicle fan pages. It will be interesting to see if Honda makes a similar move with their product fan pages or if other brands will follow Acura’s lead here, especially as brands probably look to 2011 and 2012 as ways to increase social media efficiency as social destination effectiveness comes clear with years worth of supporting data.

MINI finished their major Facebook campaign where they gave away a MINI Countryman from their Facebook fan page. Fred Manuel Roldan Rivero from Lisbon, Portugal won the MINI Countryman and the brand shared the giveaway PR event with their fans. Overall it was a nice promotion for the Facebook fans but MINI didn’t really see any major bump in fans which I find interesting because this contest may have more to do with energizing its fans than say growing the fan base. I don’t have any of the ad units promoting the event, if there were any, but MINI only saw a mediocre 11% increase in fans in September and XXX% in August. It’s tough to judge the contest as I don’t know what MINI was trying to drive. I assume handraisers and contest entries but Facebook fan growth didn’t seem to be a goal or a goal that wasn’t met.

In another notable move, Scion experienced a 34% jump that probably was due to the launch of Scion in Canada. Previously, Scion was only available in the United States. Scion launched the brand in Canada last month and one can assume the launch helped some fan growth from those to our north.


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4 comments:

Howie said...

Trying to see the impact and what brands are doing on Facebook. BMW's is to get you to Like to be entered to win the mystery car (didn't see any rules, terms though). So forgetting that I go to they Wall. They have a lot of people posting to the wall, including pics of their cars etc. Which is nice. But nothing from BMW. Which to me means there could be a non-BMW sanction fan site with the same activity levels. And I am not sure if they get 500 posts per day which would be 0.02% daily engagement rate. It is hard to judge because each post gets 1-5 people reacting. But I am not going to add up 5 pages (125 posts) of mini-comments.

So activity is there for BMW but not as a percentage of fans. And it seems they are using their page like Starbucks in. Fans post but nothing from the Brand.

danny said...

güzel tespit, thanks...

Sean said...

Good statistical rundown on how Facebook can impact automotive marketing.

I've found another relevant blog that shows how social media can help drive automotive dealership sales.

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