Toyota Fuels Frankfurt Motor Show Buzz (infographic)

September 26th, 2011

Topics: Buzz, Events, Social, Social Media Measurement

Twitter highlights the winners from the 64th International Motor Show

The 64th Frankfurt Motor Show revved up this week with an average of 75 production cars revealed, as well as more than a dozen concepts from just about every car manufacturer.  As motor heads from around the world descended on the event to see the latest and greatest vehicles of 2011, social media networks such as Twitter and Facebook were buzzing. But what created the most Twitter noise amongst the thousands of visitors to this year’s show?

I closely analysed the Frankfurt Motor Show Twitter mentions over the past few days.  Due to the explosion of social media in the past few years, it is now possible to have an accurate view of the industry winners at stand-out events of the year.  The buzz now created through social media enables us to have a true reflection on what visitors thought the highlights were for them.

Led by the Local Pack

German brands led the pack in creating the most buzz with 29.3% of all mentions including a ‘local’ manufacturers such as Audi, BMW and Mercedes.  This was followed at some distance by Italian brands (11.1%) and US brands (8.5%).

Tweet Times for Toyota

Toyota blew other brands out of the water this year, with 2,548 Twitter mentions.  Having experienced a turbulent 12 months, the manufacturer took full advantage of the event to debut several new models, including a world premiere for its new Prius family of full hybrid models.

Car Contradiction

The Frankfurt Motor Show again highlighted the on-going desire by consumers to become more eco-friendly with their vehicle choices. ‘Battery’ was the power source which was most tweeted about, receiving 58% of all mentions, with ‘diesel’ and ‘petrol’ only receiving 21% and 14% of mentions.

However, there was some contradiction of visitor’s interest in the eco option and the luxury option, with Maserati’s SUV, Kubang, taking the top mention spot for concept cars.

There were some blow away successes at this year’s show.  The biggest winner at Frankfurt was definitely the number of mentions of battery as a power source, with a staggering leadership compared to the more traditional diesel and petrol.

Listening to social media really is more important than ever, it enables organisations to track levels of brand awareness during events such as this and the impact of new products they are launching.  This illustrates that it is more important than ever that social media is part of a business’ go–to-market strategy.

  • http://Www.amaze.com Tunde

    Great post but no sentiment analysis. Would’ve been good to see this at a brand and if possible model level.

  • http://www.kaizen-analytics.com Michael Notté

    Nice infographic and very interesting results. However – as I have worked on social media monitoring of automotive motorshows in the past – what is the period covered for this analysis? You said you looked at mentions over the last few days – can you be more precise?

    Just want to highlight that:
    - Motorshow started already on 15th of September
    - Buzz around a motorshow is usually starting BEFORE the event as manufacturers make press releases, announcements, photo leaks… before the event. Can be up to 1 month before.
    - Highest buzz happens during the official press conferences that took place during the press day (I think it was on the 13th of Sept) and then quickly drop

    So how far did you go in your covered period? Are the “past few days” 1 week? 2 weeks? More?

    Might give another result…

    Just curious.

    Cheers,

    Michael