Understanding what the drivers for positive conversation and content are will be increasingly important to automotive brands as they further embrace social media. As an example of our research in this area, we have explored whether the brand portfolio approach taken by automotive manufacturers impact on the level and nature of conversations around their brands. By revealing the results of our analysis on the themes of conversation around BMW, Volkswagen and Volkswagen Beetle, we can share some insights into this issue:

1. Automotive research:
Masterbrand v Product Brand
Does brand portfolio strategy
affect social media engagement?
Contact:
Dan Miles
New Business – Brand Insight
james.withey@precise.co.uk
020 7264 6316
www.precise.co.uk

2. Contents
Objective and approach 1
Key findings 2
Overview of themes of conversation 3
Themes of conversation about BMW 4
Themes of conversation about Volkswagen 6
Themes of conversation about Volkswagen Beetle 8
Conclusions and considerations 10

3. Objective and approach
Objective Approach
 To investigate the hypothesis that the brand  We identified all English-language mentions of „BMW‟,
portfolio approach taken by automotive „Volkswagen/VW‟ and „Volkswagen/VW Beetle/Bug‟
manufacturers impacts on the level of focus and within social media from 12th March to 12th June.
cohesion of conversations around the
manufacturer brand, by performing an analysis on  We analysed the content for each brand/model in
the themes of conversation around terms of the focus of each post, using market-leading
BMW, Volkswagen and Volkswagen Beetle. software including Crimson Hexagon.
 This analysis was then explored in order to provide an
understanding the drivers of conversation for each
brand/model and the differences which exist (or not).
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4. Key findings
 Conversations about BMW were driven and dominated  A large proportion of negative mentions of BMW referred
by aspirational mentions. These mentions tended to occur to the drivers of BMW-made cars and failed to
on Twitter and contained little or no detail regarding model or discriminate by model. In contrast, negative mentions of
style. Aspirational posts also made up a considerable Volkswagen were driven by and differed by model-brand. For
proportion of conversations about Volkswagen, but were example, negative mentions of the Volkswagen Beetle were
more likely to be driven by mentions of model driven by comments on male drivers and the sharing of a
brands, particularly the Beetle and Campervan. joke referencing the model brand.
 Mentions of models were common for both BMW and  The marketing activities of both BMW and Volkswagen
Volkswagen in conversations which shared news and drove a similar proportion of conversation. Conversations
information about specific models, and posts such as this about the marketing activities of both often did not include
were predominantly generated within blogs and forums, or mentions of models and therefore served to drive buzz
comprised Tweets with links to external online content. around the manufactures as a whole.
 Mentions of models were also common within posts in
which consumers posed questions or shared advice and
experiences. These conversations predominantly took place
within forums, were specific in focus, and contained a high
level of detail.
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5. Overview of themes of conversation
Themes of conversation within social media by brand BMW‟s monolithic branding consolidated
aspirational comments around the master
brand.
Adverts/Selling/Buying
BMW experienced a lower proportion of
mentions of the master brand in
Positive and aspirational comments connection with models. Given the lack of
a brand name with which to otherwise
identify the models in discussion, this is
Reviews and comments on models somewhat surprising, and indicates that
conversations about BMW are quite
homogeneous, master brand and
Marketing and sponsorship aspiration-driven.
The relatively high proportion of posts
Problems/Questions & advice seeking or giving advice for Volkswagen
was a product of its more fragmented and
evenly dispersed topics of conversation.
Comments on the business
Volkswagen Beetle has its own perceptual
profile, which drives more singular
I have/had a BMW/VW/VW Beetle conversations than the master brand.
Generic negative comments/ Comments Volkswagen‟s Beetle attracted a relatively
about the drivers high proportion of negative mentions about
its drivers, however negativity was
Other/Passing mentions attributed to the model brand rather than
the Volkswagen Brand overall. This was
not the case for BMW, where similar
0% 5% 10% 15% 20% 25% negativity did not discriminate by model
and instead was attributed to the BMW
BMW Volkswagen Volkswagen Beetle Brand as a whole.
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6. Themes of conversation about BMW (i)
BMW: themes of conversation within social media
Adverts/Selling/Buying
Positive and aspirational comments
Reviews and comments on models
Marketing and sponsorship
Problems/Questions & advice
Comments on the business
"I own a BMW"
Generic negative comments
Other
Passing mentions
0% 5% 10% 15% 20% 25%
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7. Themes of conversation about BMW (ii)
 Opinion-based consumer conversations about BMW within  Reviews of or comments on specific models made up 12%
social media were dominated by aspirational posts. These of all conversations. These discussions primarily took place
were predominantly generated on Twitter and, although some on blogs and within forums, and tweets commonly linked to
posts did cite specific models, (“I want a 1990 bmw 325i...#boss longer-form content. They tended to comprise
s***”), posts were more likely to omit details, (“I want a BMW reviews, news, and more general consumer comments (“BMW
#wishfulthinking”), or quote other details, such as colour, („”I've AG revealed a convertible roadster version of its i8, a high-
also always wanted a 1999 white convertible BMW”). performance plug-in hybrid concept car.”)
 The aspiration surrounding BMW was also evident in the 5% of  Mentions of specific models and their respective features
conversations in which consumers informed people, either were also common within the 7% of conversations in which
directly or indirectly, that they, or someone they‟re connected consumers discussed problems, offered advice and shared
to, owned a BMW. Within these posts it was again common for experiences in very detailed terms (“My car is an n54 with a
consumers to omit details about the specific model they owned step-tronic transmission. No launch control from bmw, but I
(“So I just bought a BMW... #TheUltimateDrivingMachine”). discovered that if you do a 2nd gear launch, you can build up to
2500rpm and have no wheel-spin during the first 20ft.”)
 BMW’s marketing activity drove 7% of all consumer
conversations, but despite being widely shared and  Negative comments about BMW tended to focus on their
commented upon on sites such as Twitter, again consumers drivers, with a link to a study which found that BMW
more often than not failed to cite which model was being owners are ‘twice as likely to be adulterers’ featuring
advertised (“@TheFatKidNaTion I love that commercial with the prominently (“Study: #BMW owners twice as likely to be
BMW racer wearing the head cam. So cool.”). adulterers as drivers of other brands: Filed under: Etc., BM...
http://t.co/ORtxAmz8”).
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8. Themes of conversation about Volkswagen (i)
Volkswagen: themes of conversation within social media
Adverts/Selling/Buying
Reviews and comments on models
Positive and aspirational comments
Problems/Questions & advice
Comments on the business
Generic negative comments
Marketing and sponsorship
"I own a VW"
Other
0% 5% 10% 15% 20% 25%
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9. Themes of conversation about Volkswagen (ii)
 As with conversations about BMW, posts commenting  Negative comments were varied, but included a significant
upon specific models, and positive and aspirational posts proportion of jokes and comments on the drivers of specific
were the most common drivers of conversation about models, such as the Volkswagen Beetle.
Volkswagen. However, these topics of conversation were
significantly less dominant for Volkswagen than they were for  As in conversations about BMW, a significant proportion of
BMW, and topics of conversation about Volkswagen were more conversational about Volkswagen comprised posts asking
evenly spread. questions or sharing advice and experiences, most
commonly within forums. Within these posts, mentions of
 Posts mentioning and commenting upon specific models specific models and their respective features were again
were more common than positive or aspirational posts common and posts often included a high level of detail (“I've
within conversations about Volkswagen. These posts tended removed the pedal cover assembly using this "howto", Brake
to comprise the sharing of news or reviews of various models master cylinder removal on VW Passat and I've lubricated all of
(“This VW Passat just drove a record-breaking 1,626 miles on a the moving parts with first 5-56 spray [...] but still, no luck.”).
single tank of gas! http://t.co/7ZvRx6Qy”), and commonly linked
to external online content.  Marketing activities drove a similar proportion of
conversation for both BMW and Volkswagen, and as with
 Unlike posts about BMW, positive and aspirational conversations about BMW‟s advertising, consumers were not
comments about Volkswagen tended to be driven by likely to mention the model advertised. Instead, posts about
mentions of specific models, most commonly the Volkswagen Volkswagen's advertising tended to comprise short comments
Beetle (“I want a Volkswagen beetle so bad:( “) and without much detail (“That new Volkswagen commercial is
Volkswagen Campervan (“I want an old school VW #priceless #DasAuto”).
campervan”).
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10. Themes of conversation about Volkswagen Beetle (i)
Volkswagen Beetle: themes of conversation within social media
Adverts/Selling/Buying
Positive and aspirational comments
Reviews and comments on models
Comments about drivers
"I have/had a VW"
Problems/Questions & advice
Negative comments
Other
0% 5% 10% 15% 20% 25%
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11. Themes of conversation about Volkswagen Beetle (ii)
 Unlike overall conversations about Volkswagen, consumer  The most distinguishing topic within conversations about
discussions about the Volkswagen Beetle were driven by the Volkswagen Beetle was comments on the drivers of the
positive and aspirational comments. These posts were most car. The Volkswagen Beetle was widely cited as a „woman‟s
commonly generated on Twitter and were simple in format (“I car‟, with almost all posts within this theme comprising negative
want a Volkswagen Beetle so flipping bad. #favoritecar comments about men who drive the car (“seeing a guy driving a
#cutestthingsever”). VW beetle is actually hilarious #girlycar”; “Any guy that drives a
VW bug should have their man card revoked.”).
 A similar proportion of posts comprised more specific
comments or reviews of the model. These were common on
blogs and within forums, or comprised tweets with links to
external online content (“Volkswagen New Beetle Diecast
Model Car 1/24 Yellow: Made of diecast Opening doors
Opening hood Wheels roll Stee... http://t.co/oMP2zteW”). Posts
often shared news about new releases, with the Fender Edition
commonly cited (“Volkswagen Beetle Fender Edition will hit the
roads by year end Passion Parade: http://t.co/XpCaa1pz”).
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12. Conclusions and considerations
 Although the themes of conversations surrounding  BMW’s more monolithic approach to the branding of its
BMW, Volkswagen and Volkswagen Beetle appear similar models appears to have consolidated the desirability of
at an overall level, with similar topics driving mentions of BMW as a aster brand, whereas the desirability of Volkswagen
each brand, we identified some significant differences is driven more by specific model brands such as the Beetle.
when exploring these conversations in more detail. The monolithic branding of BMW resulted in very focused
conversations surrounding desirability, whereas Volkswagen‟s
 Conversations about BMW were significantly more model-brand portfolio led to more fragmented discussions.
homogeneous than were conversations about Aspirational mentions of the Volkswagen Beetle tended to be
Volkswagen, with adverts, positive and aspirational more isolated, and did not drive master brand perceptions very
comments, and – to a lesser extent – reviews dominating the directly.
lion‟s share of BMW conversations, with conversations about
Volkswagen much more dispersed across the different themes.  The Volkswagen model brand portfolio appears to have
been successful in generating a number of separate brand
 It might be expected that BMW’s monolithic brand identities, which drove relatively isolated and specific
approach would lead to a much higher proportion of model- conversations. Although positive and aspirational posts were
specific mentions which were prefaced by a mention of the therefore less powerful for the Volkswagen Brand overall, this
BMW master brand. However, the proportion of model did mean that negative mentions were also largely confined to
brand mentions were in fact fairly even for each brand model brand mentions, such as comments about male drivers
analysed, in spite of the relative lack of other name options of the Volkswagen Beetle. In contrast, where negative themes
open to BMW drivers wishing to identify their model easily in arose surrounding BMW – again including comments about
conversations. drivers – they tended to encompass the brand at an overall
level, thus strengthening and consolidating the negativity.
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13. Considerations
 As we have seen that the model-brand approach taken by
Volkswagen led to isolated and fragmented
conversations, it may be useful to conduct an analysis of
conversations surrounding every model brand within a
portfolio, in order to understand the perceptual profiles and
themes driving conversations of each model brand. We could
then consider the impact of these conversations on the master
brand.
 It may also be insightful to test further the hypothesis that
a monolithic branding approach leads to more
homogenous conversations, and that this is a particularly
beneficial approach to take when seeking to drive perceptions
of desirability.
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14. Contact:
Contact:
James Withey
Head of Brand Insight
james.withey@precise.co.uk
020 7264 6316
www.precise.co.uk