The best way to grow share of voice is to delight your customers. Delighted customers create satisfaction-driven content, which reaches other customers and prospective customers of your brand, essentially doing your marketing for you.
Keeping customers aware of your brand on a continuous basis is a challenge worth tackling. If you want your customers to create content about your brand, they have to remember engaging with your brand, and top-of-mind awareness is heightened through social Web interactions.
The more your customers see and interact with you in the venues where they spend time, the more likely they are to remember your brand and create content. That’s why it’s important for brands to have a meaningful presence in large social Web outposts like Facebook and Twitter, and to actually engage with customers.
In our brand analytics for the automotive industry of Mauritius, Nissan leads the online presence by capturing the highest share of voice (SoV) for the month of April 2016.
Metric details
Share of voice is defined as the share of total advertising exposures that a brand gets. In a nutshell, it is a way to measure a brand’s presence and to gauge how visible a brand was within an advertising medium during a specific time period. It is usually represented as a percentage of the total exposures.
Though it is vital to keep in mind that the share of voice definition, can vary from brand to brand. It can also depend on the methodology and the advertising medium used.
Daily Activity represents the volume of mentions picked up by days of the week across four time intervals (12AM – 6AM, 6AM – 12PM, 12PM – 6PM and 6PM – 12AM) for monitored brands.
Popular Sources outline the share of mentions picked up for each monitored brand of the automotive industry by sources.
Methodology
This report was conducted for the period April 1st to April 30th 2016, where our tool scanned the internet from news websites to social networks in Mauritius. Real time information for instance brand mentions, complaints and concerns were picked up to derive business value in complex, expressive, and sometimes-confusing human language.
The report was done for the automotive industry whereby we have monitored nine brands namely: Nissan, Renault, Toyota, Hyundai, Mercedes, Mitsubishi, Honda, Suzuki and BMW on a real time basis. The analysis is broken into Part A which details SoV, Daily Activity and Popular Sources for the nine monitored brands and Part B which focus on the three most popular brands of the automotive industry.
Industry Analysis
Share of voice
As depicted by the doughnut, Nissan has led the race on the online platform followed by Renault and Toyota with 732 mentions, 320 mentions and 190 mentions respectively. Their average number of mentions picked up per day was 24, 11 and 6 respectively.
Daily Activity
The highest activity for the monitored brands of the automotive sector was recorded on Tuesdays followed by Mondays and Wednesdays mostly from 6PM to 12AM and 6AM to 12PM respectively.
Popular Sources
During the period under review, the highest number of mentions picked up for the monitored brands were from Facebook.
Brand Analysis
Nissan Brand
As depicted by the line chart, the highest volume of daily mentions picked up for Nissan was 122 followed by 108 and 84 on 12th, 25th and 26th of April respectively.
As illustrated by the column chart, the highest daily activity for Nissan was on Tuesdays (247 mentions) followed by Wednesdays (129 mentions) and Mondays (125 mentions) mostly from 6PM to 12AM respectively.
As shown by the diagram below, Nissan brand was mostly popular on Facebook where it has organised a selfie contest for “UCL Cup Final 2016”, quizzes for “League Des Pronostiqueurs” and “Quiz des Champions” during the month of April.
Renault Brand
As depicted by the line chart, the highest volume of daily mentions picked up for Renault was 67 followed by 62 and 42 on 11th, 12th and 13th of April respectively.
As illustrated by the column chart, the highest daily activity for Renault was on Mondays (97 mentions) followed by Tuesdays (85 mentions) and Wednesdays (48 mentions) mostly from 6PM to 12AM respectively.
As shown by the diagram below, Renault was present only on Facebook whereby it has done promotional activities for “Renault KWID” on 11th and 12th of April and “Renault KADJAR” on 26th of April.
Toyota Brand
As depicted by the line chart, the highest volume of daily mentions picked up for Toyota was 29 followed by 26 and 21 on 19th, 20th and 21st of April respectively.
As illustrated by the column chart, the highest daily activity for Toyota was on Fridays (41 mentions), Tuesdays (39 mentions) and Wednesdays (37 mentions) from 6PM to 12AM respectively.
As shown by the diagram below, Toyota brand was mostly present on Facebook where it has done promotional activities for “Toyota Hilux” on 15th and 19th of April.
Our Analytics team will be pleased to discuss how Sentiments Analysis can add value to your online brand management. Contact us on 2331636 or via email: contact@infosystems.mu for further information.
