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Utilising social media analytics to drive more targeted marketing

ad:tech London 2014

Today I will be speaking at ad:tech London 2014 with Jamie Riddell, founder of BirdSong, a world leading pay as you go social analytics tool.  BirdSong support thousands of users with on demand insights for Twitter, Facebook & Instagram.

Our seminar presentation will cover 8 key considerations for marketers with the topic “utilising social media analytics to drive more targeted marketing”.  We will be using insights and recent examples from the automotive industry.

  1. Audience
  2. Signposting
  3. Branding
  4. Presence
  5. Timing
  6. Content
  7. Customer Care
  8. Engagement

We believe that success on Twitter starts with the right content, to the right audience at the right time.  These foundations can help improve Twitter’s potential for customer engagement and marketing.

3 key takeaways & Presentation

There are three important themes in our presentation;

  1. Brands still need to define or demonstrate the value of a social presence to their audience. At best most brands offer a ‘follow us’ button on their site with no real consideration of why the consumer should want to follow them.
  2. Social is an extension of traditional. ‘Social Media’ may be a new channel but only a new channel to reach the same audience. Therefore traditional considerations like when the audience is interested in car buying, should not be lost. The consumer is not only looking for a car between 9-5 Monday to Friday so a brand’s social presence needs to reflect this.
  3. Audience ‘Loyalty’ cannot be taken for granted. 50% of a leading franchise group followers also follow another Jaguar dealer on Twitter. With one lost engagement the brand could lose a potential customer to a rival

Below is our full presentation that can be viewed  on Slideshare.

Auto Trader & BirdSong Research

During my time working at Auto Trader I had started a joint research project with BirdSong.  We believe this is the most comprehensive social media study of UK automotive retailers and brands, and today we are proud to share the findings of the Twitter research.

I had identified 647 UK based Twitter profiles;

• 564 Automotive Franchise Retail Groups

• 43 Independent Automotive Retailers

• 40 Automotive Manufacturers

The selection criteria of these accounts were the top 200 dealer groups as reported by turnover and top 50 independent retailers reported by turnover as published by Motor Trader magazine in November 2013, and the most popular car manufacturers in the UK.  Whilst there may be thousands of accounts that are run by dealer groups and independents, it was not feasible to benchmark them all, or be selective based on various criteria with the risk of omitting others.   The accounts were identified as those that were linked to from the company websites, found through free text searching on search engines and Twitter and inferred a relationship to the business, links from other social profiles operated by the businesses, and those that were identified as accounts ran by employees (stipulating this in their biographies).

During October 2014, BirdSong analysed each account for their BirdSong Optimisation Score, benchmarking the industry presence and activity.

BOS: Understanding the BirdSong Optimisation Score

The BirdSong Optimsation Score (BOS)  aims to condense any brand’s presence, engagement and activity into one score, out of 100. The BOS measures over 20 key data points for any account to measure for presence, consistency, activity, engagement. The score does not include follower size as a definition of success but does analyse the follower to following ratio of any account.

Accounts with a higher BOS tweet regularly and consistently, mixing tweets, retweets and replies. We measure engagement to include the frequency of mentions or responses and the number of unique users responded to.

Higher scoring accounts are not constrained by office hours for tweet patterns and engage with a better percentage of unique users, providing a valuable Twitter account that is not simply an echo chamber or broadcaster.

If you have a Twitter account, you can check your BOS for free by visiting http://www.birdsonganalytics.com/bos.

Auto Trader & BirdSong’s Twitter Leaderboard for UK Automotive Industry

Below are the Top 25 leaderboards for the UK automotive manufacturer accounts, franchise dealer groups and independent retailers.

Top 25 UK Automotive Manufacturers

You can check the BOS for any brand at BirdSong Analytics.

UK Automotive Manufacturers Twitter Account BOS
Toyota ToyotaGB 76
Nissan NissanUK 55
Citroen CitroenUK 53
Fiat FIAT_UK 52
Mercedes-Benz MercedesBenzUK 51
Lexus OfficialLexusUK 51
Volkswagen UKVolkswagen 49
Volvo VolvoCarUK 48
Honda Honda_UK 48
Audi AudiUK 47
Skoda SkodaUK 47
BMW BMW_UK 45
vauxhall vauxhall 44
Jaguar JaguarUK 40
Dacia DaciaUK 39
Suzuki SuzukiCarsUK 39
Renault Renault_UK 37
Kia KiaUK 37
MINI MINIUK 33
Alfa Romeo AlfaRomeoUK 33
MG MGmotor 28
Hyundai Hyundai_UK 28
SEAT Seat_Cars_UK 26
Abarth AbarthUK 25
Jeep Jeep_UK 25

Information completed on 17 Oct 2014. E&OE.

Top 25 UK Automotive Franchise Dealer Groups

You can check the BOS for any brand at BirdSong Analytics.

UK Franchise Dealer Groups Twitter Account BOS
Porsche Retail Group PorscheRetail 50
Arnold Clark ArnoldClark 46
Pendragon Group Plc eh_custcare 45
Arnold Clark ACHelpTeam 44
JCT600 JCT600 43
Sinclair Motors Holdings SinclairMerc 42
Now Motor Retailing NowVauxhall 41
Steven Eagell StevenEagell 41
Sinclair Motors Holdings SinclairAudi 41
Sinclair Motors Holdings SinclairVW 41
Benfield Motors DriveBenfield 40
Hylton Group HyltonMotors 40
Harwoods HarwoodsGroup 39
Perrys Motor Sales perrysmotors 38
Sherwoods (Darlington) Ltd SherwoodsUK 37
Swansway Garages Ltd swanswaygroup 37
Pendragon Group Plc StratstoneMerc 35
Lookers Plc VauxhallLookers 35
Glyn Hopkin Ltd GlynHopkinGroup 34
Drive Motor Retail DriveVauxhall 33
Dews Motor Group DewsMotorGroup 33
S G Smith Motor Group SGSmith_MG 32
Walter. E. Sturgess and Sons Ltd SturgessCarsLtd 32
Peugeot Citroen Retail Group RandDPeugeot 30
Peugeot Citroen Retail Group citroenretail 29

Information completed on 17 Oct 2014. E&OE.

Top 25 UK Independent Automotive Retailers.

You can check the BOS for any brand at BirdSong Analytics.

UK Independent Retailers Twitter Account BOS
Imperial Cars of Swanwick imperialcar 52
Fords of Winsford fordsofwinsford 38
Carcraft (UK Car Group) Carcraft 34
The Trade Centre Wales thetcw 33
McCarthy Cars mccarthycarsuk 32
Motor Depot Motor_Depot 29
Motorpoint motorpoint 29
Sandles Car Supermarket SandlesCars 24
Car Shop carshopuk 23
DK Engineering DK_Engineering 22
Romans International RomansCars 22
William Loughran WilliamLoughran 22
Fontain Motors FontainMotors 20
Right Car (UK) Rightcarbev 19
Stebbings Car Centre StebbingsCars 19
Car Giant cargiant 18
HPL Motors HPL_Motors 16
Morrison Motors MorrisonMotors 16
Motor Range motorrange 16
The Car People thecarpeople 16
Big Motoring World BigMotoring 15
Carcraft (UK Car Group) CarcraftStock 15
Corner Park Garages cornerparkandy 15
Paragon GB paragonporsche 13
Available Car AvailableCar 12
Information completed on 17 Oct 2014. E&OE.
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