Penton Digital Research Ongoing Social Monitoring Sample

We help brands analyze value, optimize investment, and forecast future trends.
Sample Report | Report Range: Month-to-Month
Ongoing eListening Study
CLIENT LOGO

Client X | Report Range March 2013 – April 2013
OngoingeListeningStudy

StudyObjectives Audience
Analysis
Who is most active and
what they are saying?
What does your audience care
about, any pain points, what
influences them to buy?
Content Needs
What content is
influencing the market
and where?
Where is content resonating
(social media, forums, etc.) Find
brand advocates/influencers.
Asses client’s current content.
Alignment of
Marketing
Campaigns
Where should your brand
focus online?
What is the right media mix, what
new marketing channels provide
opportunity?
Pentonmarketingservices.com | 4
You expressed interest in learning about the following:
YOUR BRAND, INDUSTRY & COMPETITORS
 Know how your audience perceives your brand, your
products, and/or your services.
 Discover where your audience or industry is engaging
online, and what influences their buying and behavioral
decisions.
 Identify who your competitors are targeting, and how they
are going after your audience.
SPECIFIC AREAS OF FOCUS
 Recalls
 Product X Launch
We focus on:

MONITOR
Using a combination of robust 3rd party tools and manual search performed by our
experienced analysts, we look across all online media types (blogs, forums, social
media channels and mainstream news sources) during a specific time period, based
on study objectives & goals.
ANALYZE & ASSESS
Findings are explored, insights are identified, opportunities are outlined and your
current content is reviewed.
This collaboration of qualitative and quantitative research results in the findings that are
published in this report. We align insights with marketing recommendations and provide a
path of execution for you to use this data moving forward.
StudyMethodology
How we collect, review and present insights & data to ultimately drive your ROI.
The Penton Advantage
After identifying key insights we are able to validate and/or expand on the
findings with Penton’s own industry experts.
SO WHAT? Our experts are already connecting and engaging with your target
audiences so they provide information no other firm can give you access to.

SENTIMENT
With the recall of Brand X trucks, sentiment was more negative
in April than in the previous months. The recall led to many
mentions of Client X parts being made in Mexico and the brand
being perceived as cheap. Sentiment was more favorable
around the trade shows in March, most likely due to the positive
press Client X received from the Mid-Atlantic Trucking Show.
SHARE OF VOICE
Mentions for Client X were highest in March during the trade
shows, specifically the Mid-Atlantic Trucking Show. However,
mentions dropped off considerably after each show. January
had the highest amount of total mentions so far this year. This
can be attributed to the announcement of layoffs at Daimler
plants.
ENGAGEMENT
The majority of mentions around the trade shows in March were
social shares of industry articles and releases. The shared
content was not coming from Client X and there was little
response from the brand on social channels in regards to
mentions.
Related data on page 16 in the appendix.
YourBrand
Client X mentions were consistently high during the trade shows in March
9467
8953
9283
7980
7000
7500
8000
8500
9000
9500
10000
January February March April
Client X Mentions by Month
January
February
March
April
Mar. 7
442
Mar. 22
446

SHARE OF VOICE
Again, Comp. A has the highest share of voice compared to Client X and its competitors.
Client X and Comp. A had pretty consistent numbers from month-to-month, while the
mentions for Comp. D and Comp. B dropped off in March and April.
Related data on page 17 in the appendix
CompetitiveAnalysis
Client X compared to its competitors: Comp.A, Comp. B, Comp. C & Comp. D
32%
23%
17%
16%
12%
Share ofVoice –
March - April
Comp. A
Client X
Comp. B
Comp. C
Comp. D
25%
22%
16%
18%
19%
Share ofVoice -
December - February
Comp. A
Client X
Comp. B
Comp. C
Comp. D
Total Mentions: 74,424Total Mentions: 109,907

Major Audience Segments:
• Fleet Owners
• Fleet Managers
• Owner/Operators
• Drivers
Key Insights:
• Recalls
• Product X Launch
IndustryOverview

FLEET OWNERS
Small & Large Fleets
Owners of fleets comprised of
5-20 trucks are talking more
online than those with more
than 50. The small fleet
owners are connecting on
forums and LinkedIn. Large
fleet owners are consuming
content, but not discussing it.
They are sharing industry
studies, news, and blogs
within industry groups on
LinkedIn, as well.
AudiencePersonas
A snapshot of your audience segments and influencers:
FLEET MANAGERS
Fleet & Supply Chain
Fleet and supply chain
managers of larger fleets are
using forums and LinkedIn
groups to find and discuss
pain points of drivers and get
input from their peers on
purchase decisions. This
group tends to focus on
maintenance issues
surrounding different brands
and models.
OWNER/OPERATORS
Drivers & Decision
Makers
This audience segment
considers many factors when
purchasing a new truck. They
can approach a purchase
from the viewpoint of a driver
and an owner. This group
understands the importance
of total cost of ownership.
Owner/operators are also
often well-respected within
discussions on forums.
DRIVERS
End-Users
This group is very vocal
online, especially on social
media and forums. While
drivers are not the ones
purchasing, they are
influencing the decision
makers with their input around
the vehicles that they drive.
Drivers discuss maintenance
and comfort issues the most.

Where are they talking?
Forums, blogs and comments on
news articles are producing
discussion of the recent recall.
What are they saying?
Many are attributing the recall to the
fact that Client X manufactures some
Brand X in Mexico, saying that Client X
has cheap parts and are unreliable.
Who is talking about this?
• Fleet Managers
• Owners/Operators
• Drivers
HOW IS THIS IMPACTING YOUR BRAND ONLINE?
The label “made in Mexico” is being applied to Client X in conversations around maintenance and
durability. Because the most recent recall affected brand new Brand X, the positive sentiment around
the new model began to wane. Again, this led people to associate the malfunctions of older models
with the new Brand X models.
When the factories in Mexico are mentioned, the sentiment toward Client X grows very negative.
Many within the trucking industry value the importance of things made in America. They make this
very clear in their online discussions. There is also a correlation between “cheap” and “Mexico.” The
connotation is that all things coming from Mexico are cheap, including parts and labor.
While it is true that some Client Xs are made in Mexico, it is also true that some are made in the
United States. People assume that when Client X lays off people in the USA those jobs are going to
Mexico. Client X should create messaging around the models and/or parts that are coming from the
United States. They should also create content around efforts to create more jobs in the States.
KeyInsights
Cascadia recall is creating more conversation around Mexico plants

The trucking media are sharing
articles and releases on social
media. Rolling Strong is using
social channels to distribute their
content.
Many of the mentions are coming
directly from Client X’s press release.
Rolling Strong is the only source talking
about health benefits.
Who is mentioning it?
• Trucking Media
• Rolling Strong
HOW CAN THIS IMPACT YOUR BRAND ONLINE?
Truckers are continually discussing ways to stay healthy while living life on the road. Many forums
have dedicated message boards specifically for exercise and health. The Product X has not been
mentioned within any of these forums.
Client X’s innovative Product X can be of great use to drivers, but they are unaware of the product
and it’s benefits. Because owners and managers rely on driver feedback when making purchasing
decisions, they might not consider purchasing this additional system for their fleets.
There are quite a few Client X drivers who are discussing health and exercise online. Colin James
has a popular YouTube channel where he video blogs from the road, with health as his main focus.
Utilizing influencers who will discuss the product on blogs and forums will help raise awareness of
Product X within the target audience.
KeyInsights
Conversation around the FIT System is virtually non-existent

SituationalAnalysis
A deeper look at the Product X Launch
•Lack of Awareness
•No Conversation
•Need for Product
•No Competition
•No Social Media
•Few Content Pieces
•No Influencers
•Target Audience
Missed
•Trade Show Presence
•Video Demo
•Media & Press
Releases
Strengths Weaknesses
ThreatsOpportunities

ProductLaunchStrategy
Digital Marketing Strategy for Product X
Product X
Launch
Content
Videos
User
Generated
Social Media
Video
Campaign
Influencer
Outreach
Engagement
Influencer
Outreach
Forum
Outreach
PPC
Ad Targeting
Landing
Page Design
CUSTOMER TARGETS
Truck Drivers
Messaging: Exercise plan for life on the road
Fleet Owners & Managers
Messaging: Long-term advantages of healthier drivers include reduced cost of health benefits

StrategyRecommendations
Based on the insights we found, we recommend the following strategy & content:
RECALL
Client X did not actively address the recent Brand X
recall, leading to more speculation and negative
sentiment around the brand.
OPPORTUNITY
This is an opportunity for Client X to manage the
brand and control negative sentiment and also clear
up market confusions, particularly around the “Made
in Mexico” theme.
CONTENT
Creating content around the recall can help combat
negative sentiment. Leverage industry leaders and
publications to create co-branded content pieces that
provide the truth about the parts being recalled.
Leverage those same influencers to clear up market
confusion around the manufacturing process through
white papers and infographics.
CHANNELS
The content channels that present the best opportunity
for Client X to take back the conversation include:
 Social Media
 Facebook, Twitter & YouTube
 Comment Sections
 Industry Publications
NEGATIVE PR
There are some simple best practices that Client X can
follow to combat negative sentiment on social media:
 Address a negative situation head on – Don’t
avoid the situation or wait until someone else posts
about it. Be proactive about the situation facing the
company. A slow response can damage a reputation.
 Don’t delete negative comments – Never delete a
negative comment. Instead, address it in the public
stream. Also, follow up after things are resolved.
 Set the tone – You control the tone your brand
portrays online. Being positive and pleasant can lead
to brand enthusiasts combatting negativity on your
behalf.

TRENDS
As we continue to monitor Client X and the
Brand X, we have seen conversation around the
two focus more on maintenance issues rather
than the benefits of the newer models. There is
also less conversation around Brand X being
made in Mexico.
The mentions of the Brand X Model are also
growing. While the drivers are not talking about
it, we have seen conversation coming from fleet
brokers and some owners.
A Look Ahead to Next Month
THINGS TO LOOK OUT FOR
Sentiment around the brand is still negative,
especially compared to the first report. Keep in
mind the best practices around negative
comments and posts on Client X’s social channels,
particularly Facebook.
Client X has the most control over their brand on
Facebook. Continue to address negative posts, but
consider commenting on positive posts to set a
more personal tone on the page.

ThankYou
Jennifer Sigwart
571.388.5007
Jennifer.Sigwart@penton.com
Julia Niiro
970.203.2839
Julia.Niiro@penton.com

Full data sets used in order to create insights regarding
your audience, industry, brand and content.
DataAppendix

AudienceData
0
20
40
60
80
100
120
Total Mentions - March - April
Product X
Brand X Model
75
103
52%
18%
16%
10%
4%
Brand X Model
Social Mentions
Twitter
Blogs
Facebook
News
Forum
76%
12%
8%
3% 1%
Product X Social Mentions
Twitter
News
Blog
Video
Facebook
TOP SOCIAL CHANNELS
This is a deeper look at the mentions Product X and
the Brand X Model, both of which were huge
components for Client X’s trade shows. Mentions were
relatively low for both, with Twitter producing the most
conversation. Many of these mentions were retweets
of releases coming from industry publications.
Of the tweets around Product X, 16 came from Bob
Perry and the Rolling Strong accounts.

CompetitiveAnalysis
TOP SOCIAL CHANNELS
This is a deeper look at where the target audience is
talking about Client X and its competitors online.
Again, Client X had the most mentions in conjunction
with images, with more than 3,000 mentions.
Mentions within the mainstream media grew, due
mostly to releases surrounding the trade shows.
SOCIAL MEDIA
As with the previous report, the majority of all brand
mentions on Twitter are related to used truck sales. This
was also the case with Facebook. We tried to filter this
noise out, so the total numbers are a bit smaller for this
period compared to the last.
FORUMS
Client X also leads all competitors in forum mentions
with more than 2,300 mentions. Mentions within forums
dropped over March and April compared to earlier
months.
MEDIA
Comp. A had an overwhelming amount of mentions by
the mainstream media during the two month period, with
more than 7,000.
Many of these articles had to do with Comp. A stocks
holding steady despite many others in the trucking
industry going down.
42%
16%
14%
14%
14%
Top Social Channels
Twitter
Facebook
News
Images
Forums

Client X | Report Range: August 2013
OngoingeListeningStudy

StudyObjectives Audience
Analysis
Content Needs
What content is
and where?
Alignment of
Marketing
Campaigns
focus online?
opportunity?
decisions.
 Client X Model
 Client Y Brand
 Competitor Dealers
We focus on:

MONITOR
ANALYZE & ASSESS
StudyMethodology

SENTIMENT
During August, the brand sentiment remained consistent with
more than 740 positive mentions. The positive mentions were
coming around improved gas mileage and general photo
shares of people’s trucks.
SHARE OF VOICE
Mentions for Client X were at more than 10,000 again for the
third month in a row. August had the highest total for the year-
to-date. This is the fourth consecutive month where Client X
was mentioned more than all its competitors. The days with
highest spikes averaged around 430 mentions. Towards the
end of the month, conversation around GATS contributed to
the spikes.
ENGAGEMENT
There was continued engagement coming from the Facebook
account, but there was less conversation between the brand
and consumers on Twitter. There were fewer retweets and
less replies coming directly from the Client X account.
YourBrand
Client X mentions were higher than all competitors again in August
9467 8953 9283
7980
9042
1016310285
10939
0
2000
4000
6000
8000
10000
12000
January
February
March
April
May
June
July
August
Aug 9
453Aug 6
451
Aug 22
417

SHARE OF VOICE
This month, Client X, again, had the highest share of voice compared to all competitors. The
total mentions went up compared to last month, most likely due to GATS towards the end of
the month. Every brand saw an increase in mentions from the previous month, with Comp. A
and Comp. C grabbing a higher share. Comp. A’s mentions were more negative due to the
announcement of employee layoffs because of declining sales.
CompetitiveAnalysis
Total Mentions: 42,611Total Mentions: 38,762
21%
27%
17%
20%
15%
Share ofVoice -
July 2013
Comp. A
Client X
Comp. B
Comp. C
Comp. D
22%
26%
15%
22%
15%
Share ofVoice -
August 2013
Comp. A
Client X
Comp. B
Comp. C
Comp. D

• Fleet Owners
• Fleet Managers
• Owner/Operators
• Drivers
Key Insights:
• Client X Model
• Client Y Brand
• Competitor Dealers
IndustryOverview

FLEET OWNERS
LinkedIn, as well.
AudiencePersonas
FLEET MANAGERS
maintenance issues
and models.
OWNER/OPERATORS
Drivers & Decision
Makers
DRIVERS
End-Users

Forums and social channels are
where people discuss driving and
owning Client X models.
There are many discussions around
fuel mileage, including low mileage with
traditional fuel engines versus the
newer CNG engines.
• Drivers
• Fleet Managers
• RV Owners
HOW IS THIS IMPACTING THE BRAND ONLINE?
There are a lot of mentions of Central Freight Lines’ purchase of 100 Client X models. The biggest discussion
point is that these specific models feature CNG engines. The CEO of the Central Freight Lines fleet has said that
he wants to continue to invest in natural gas tractors for his fleet. This has spurred conversation among fleet
owners on if this is the right move for them, also.
Many of these trucks are being purchased for in-state travel. Those who are driving the Client X models mention
that they have daycabs and can complete their round-trip travel within one work day. There are a few
owner/operators who inquire about using the Client X model for longer, overnight routes, specifically for car
transport. Other owner/operators suggest that those owners who want a Client X model for car transport buy a
truck with a sleeper cab.
There was a lot of discussion around the Client X Model coming from diehard RV owners. These owners are
looking for high performing trucks to tow their trailers for long distances. The Client X Model is a very popular
options that these owners are exploring. They discuss purchasing them used for less than $100,000. They prefer
the Client X Model because it gives them more power when traversing hilly terrain.
KeyInsights
Client X Model is being discussed more around fleets

Forums and social channels are
where people are comparing
engine brands
Competitor F engines are viewed as
having the most repair issues, with
Competitor E and Client Y being
recommended.
• Drivers
• Fleet Managers/Mechanics
The sentiment towards Client Y has not changed: it is still viewed as the best engine among drivers and owners
alike. It is often being discussed around the Client X brand and its competitors.
Competitor F engines are often viewed as the ones to avoid. Owners are complaining about the number of times
they have had to take their truck in for repairs because of the Competitor F engine. Complaints include oil and
water leaks and linear wear at very low mileage. Techs who work on the engines say that they have their ups
and downs, but more downs. One down is the constant software updates that require owners to bring the engine
in for maintenance every month or so.
According to some drivers, their Competitor F dealerships aren’t offering Competitor F engines anymore. They
only carry Competitor E.
Owners and drivers discuss Competitor H engines, as well. They mention that they are disappointed that they no
longer make road engines, so now gravitate toward Client Y or Competitor E.
KeyInsights
ClientY engines are preferred over competitors

BrandAnalysis
CLIENT Y DEMOGRAPHICS
The people discussing Client Y’s brand tend
to be younger males between the ages of 21-
35. This is mostly due to that specific
generation being more digitally connected.
Many of the discussions coming from younger
drivers revolve around future purchases.
There was a large amount of mentions
coming from Michigan, specifically on Twitter.
33%
22%
17%
12%
11%
5%
State Distribution
Michigan
California
Texas
Florida
New York
Illinois
76%
24%
Gender Distribution
Male
Female
17%
40%
21%
22%
Age Distribution
20 & under
21-35
36-50
51 & over

CompetitiveAnalysis
COMPETITOR E VS. CLIENT Y
Client Y and Competitor E engines are being discussed the most among all the competitors. Both are
often recommended when other brands are mentioned, specifically Competitor F engines.
Competitor F, Competitor G and Comp. D are not as popular with truckers, as they tend to pose a lot
of problems and require a lot of maintenance.
43%
24%
15%
10%
8%
Heavy Duty Engine
Share of Voice
Competitor E
Client Y
Competitor G
Competitor D
Competitor F

Forums are a very popular place
for people to discuss their
experience with their dealer.
Many don’t have issues with their
dealer during the sales process, but
instead have difficulties with repairs
and recalls.
• Fleet Managers/Owners
• Drivers
There are very few complaints happening around Competitor F dealerships online. Most are very
satisfied with the sales process and choose to buy from the same dealer time after time. The complaints
that people are making around the dealerships typically involve repair work and recalls.
Some have had issues getting the repair work covered by the warranty. Their issues involve the dealers
either rejecting the work as being under a recall or saying that it’s out of the scope of the warranty.
When some owner/operators are choosing between what truck to purchase, they are talking about
dealers and service centers that are close to their homes. This way if their truck needs to go into the
shop, they won’t have to go far.
There is a Comp. B dealer that is using trucking forums to connect with Comp. B and Comp. C owners.
He is answering questions around service issues and sales, and some truckers refer their peers to direct
questions to him.
KeyInsights
Overall, Competitor F dealers are viewed favorably

StrategyRecommendations
MESSAGING
The Client X Model trucks are increasingly becoming
popular with fleets, particularly those equipped with
CNG engines.
Opportunity
Client X can promote the CNG engines as being
cost-effective for large fleets.
Content
Fleet owners rely on blogs and industry sites for
news and trends around large fleets. Creating digital
ad campaigns around the Client X Model and the
benefits of the CNG engine.
Sponsored Content
Creating sponsored content about the benefits of
CNG engines for medium duty trucks, such as
articles and posts, with industry sites and blogs will
help boost Client X’s signal with fleet owners.
ENGAGEMENT
Engagement with drivers and owners can go beyond Client
X’s own social channels.
Opportunity
Use brand advocates, such as Client X drivers, to create
brand transparency on industry forums.
Client X drivers already have trusted relationships on
popular industry forums, such as Expediters Online. Client
X dealers and partners are also brand advocates that can
help shape the brand’s perception.
Actions
Provide your brand advocates with the proper social media
training to help build the brand’s engagement across all
channels.
• Emphasize the importance of being transparent about
who they work for and that they are only here to help
and answer questions.
• Provide them with content that they can utilize to help
owners and drivers who are experiencing problems or
who need answers to questions.

WHAT TO WATCH OUT FOR?
Fleet owners and drivers are discussing CNG
engines more frequently. This is due to the high
fuel costs associated with diesel engines.
Keep this topic in mind when developing
marketing and digital campaigns around the
newer models of trucks.
Looking Ahead
MOVING FORWARD
Continue to build out the Client X brand online,
including the launch of the Instagram account.
Continue to interact with owners and drivers on
social channels, keep conducting contests and
asking questions. This keeps people engaged with
the brand.

CompetitiveAnalysis
TOP SOCIAL CHANNELS
SOCIAL MEDIA
Again, Twitter and Facebook were the most active social
channels for Client X and all of its competitors. As with
the previous months, used truck sales dominated the
mentions. But the mentions coming from these channels
decreased overall.
Forums produced almost as much conversation as
Facebook. Forums are very popular with drivers and
owner/operators. They are almost always mentioning
brands in their conversations
SENTIMENT
Client X’s sentiment was fairly consistent with that of the
other competitors, except for Comp. A. Comp. A had an
overwhelmingly number of negative mentions. Most of
this was due to job cuts because of declining sales.
(For a further breakdown of the sentiment for each
brand, please see the next slide.)
Brand Total Mentions
Client X 10,939
Comp. A 9,477
Comp. C 9,303
Comp. B 6,490
Comp. D 6,402
31%
25%23%
15%
6%
Top Social Channels
Twitter
Facebook
Forums
Images
Comments

CompetitiveAnalysis
SENTIMENT EXCLUDING NEUTRAL MENTIONS
63%
37%
Client X Sentiment
Positive
Negative
39%
61%
Comp. A Sentiment
Positive
Negative
65%
35%
Comp. C Sentiment
Positive
Negative
54%
46%
Comp. D Sentiment
Positive
Negative
63%
37%
Comp. B Sentiment
Positive
Negative

Client X & ClientY | Report Range: January 2014
Ongoing eListening Study
CLIENT LOGO

Study Objectives Audience
Analysis
Content Needs
What content is
and where?
Alignment of
Marketing
Campaigns
focus online?
opportunity?
decisions.
 Total Cost of Operations/Ownership
 Safety Packages
 GHG14 Regulations
We focus on:

MONITOR
ANALYZE & ASSESS
Study Methodology

SENTIMENT
Throughout January the brand sentiment remained fairly
positive with more than 1,100 positive mentions. There were
many positive posts on Facebook, with people sharing photo
posts of Client X trucks and positively commenting.
SHARE OF VOICE
Mentions for Client X were at more than 11,900, the highest
we’ve seen compared to earlier reports. December, however,
did have a little more than 12,000 mentions. Again, mentions
were higher than those of the competitors. The days with
highest spikes averaged around 485 mentions. Mentions were
pretty consistent throughout the month, but we did see the
highest spike after a video featuring a Client X was uploaded
to YouTube.
ENGAGEMENT
There was continued engagement coming from the Facebook
account and a good amount of engagement on the Twitter
page. There were more replies and conversations happening
between the brand and its followers on Twitter then we had
seen in previous months.
Client X Brand Analysis
Client X mentions were higher than all competitors again in January
Jan 14
482
Jan 20
477
Jan 29
502
12,341
11,975
8,000
9,000
10,000
11,000
12,000
13,000
December January
December
January

SENTIMENT
Overall, the sentiment around Client Y is pretty positive. There
are a lot of positive comments on video posts, where Client Y
engines are being highlighted. These type of comments are
happening on YouTube and Facebook. There were a few
negative mentions around the performance of Client Y
engines in extremely cold weather.
SHARE OF VOICE
Mentions around the Client Y brand have held pretty steady
over the past few months, averaging around 3,400 posts per
month. However, Cummins is drawing more mentions each
month. The days with Client Y’s highest spikes averaged
around 230 mentions. The most popular days focused on
multimedia posts demonstrating the power of Client Y
engines.
ENGAGEMENT
There was great engagement happening on the brand’s
Facebook page during January. As people commented on
posts and asked question, the brand was providing them with
answers and feedback. This is an excellent way to keep and
build brand advocacy.
ClientY Brand Analysis
ClientY had fewer mentions than Cummins, but still had favorable sentiment
Jan 25
191
Jan 5
215
Jan 29
287
3,340
3,469
2,000
2,500
3,000
3,500
4,000
December January
Client Y Mentions by Month
December
January

SHARE OF VOICE
Compared to our previous reports, the collective amount of mentions is much higher. Comp.
D was one of the competitor brands with a smaller share of voice in the past, and, in January,
they had more than 11,000 mentions. There was a good amount of discussion around a new
air disc brake that they introduced towards the end of the month. Client X still led all
competitors in mentions, despite the jump around Comp. D.
Competitive Analysis - Client X
Total Mentions: 52,810
23%
23%
20%
18%
16%
Client X Share of Voice -
January 2014
Client X
Comp. D
Comp. B
Comp. C
Comp. A

SHARE OF VOICE
As with our previous report, Competitor E led all brands in mentions again. Combining
Competitor G and Competitor D, their mentions still did not equal that of Client Y. Many of the
Cummins mentions were coming from owner/operators who were discussing problems they
had with the Competitor F engines, such as EGR valve issues. Other brands, such as Client
Y, are being mentioned in these types of conversations.
Competitive Analysis - ClientY
ClientY compared to its competitors: Competitor E, Competitor D and Competitor F
Total Mentions: 14,933
60%
23%
15%
2%
Client Y Share of Voice -
Januray 2014
Competitor E
Client Y
Competitor D
Competitor F

• Fleet Owners
• Fleet Managers
• Owner/Operators
• Drivers
Key Insights:
• Total Cost of Operations/Ownership
• Safety Packages
• GHG14 Regulations
Industry Overview

FLEET OWNERS
LinkedIn, as well.
Audience Personas
FLEET MANAGERS
maintenance issues
and models.
OWNER/OPERATORS
Drivers & Decision
Makers
DRIVERS
End-Users

Primarily, forums are where this
topic is being discussed.
Drivers and O/O’s are talking the most
about the pros and cons of operating
Client X, specifically the newer model
of Brand X.
• Drivers
During January, there were no mentions of the phrase “total cost of operations” in relation to the trucking industry.
“Total cost of ownership” is still the phrase that people in the industry are using. In regards to Client X specifically,
there are more conversations happening around the Brand X line and its total cost of ownership. Many noticed that
they are saving in fuel costs since running the Brand X, but complain about it only having one fuel tank.
In conversations we saw last year, the Brand X was viewed as a great truck that drivers wanted to try out. Now that
it has been added to more fleets, more owners and drivers are getting the opportunity to evaluate the performance
and overall feel of the truck. Larger fleet drivers find the cabs to be quite comfortable and say the ride is improved
over other Client X models. Drivers are finding quirks that they don’t like about the Brand X, such as the size of the
mirrors and leaky windshields, but there aren’t many experiencing serious problems that require extensive repairs.
When owners are comparing trucks to purchase, Client X is usually recommended, in regards to total cost of
ownership. One reason being repeated is the volume of Client X dealers compared to its competitors. There are
more dealers with longer hours available to drivers if they need to get to a shop for a repair. This is cited as a
deciding factor for many O/O’s and fleet owners, alike.
Key Insights
“Total Cost of Operations” is not a phrase being used in the industry

Forums are producing the most
commentary from drivers and
O/O’s on the subject.
Drivers for large fleets have mixed
feelings toward the installation of dash
cams for hard braking and critical
safety events.
• Drivers
• Fleet Owners
The most discussed topic within the trucking industry is lane departure warning systems. A few of the larger
fleets, including Prime, are installing camera systems in their trucks that will monitor lane departures and
document driver activity during hard braking situations.
Drivers speculate that Meritor’s OnLane product is what Prime will be installing in the near future. OnLane is a
lane departure warning system that has the ability to record and save videos of critical safety events. Fleet
drivers are not very happy about having a camera on their dash that monitors them. However, they do agree
with cameras being used on the outside of the truck and on their dash, focused on the road, rather than the
driver. They feel that this violates their privacy. Others who operate trucks with these types of cameras say that
they are not recording 24/7 and drivers shouldn’t worry about it.
Owner/Operators that have installed cameras in their trucks say that they like having the assurance that if
something does happen to them that is not their fault, they will have the documentation they need. This also
helps them with insurance and liability costs. More fleets are adding these safety features to protect themselves,
their property and their drivers. This technology helps to avoid accidents and better protects drivers when they
are involved in non-fault accidents.
Key Insights
Safety Packages and features are a hot topic with drivers and owners

Trucking forums are where many
within the industry, including fleet
owners, aired their grievances with
the new regulations.
Many O/O’s are choosing to forego
modifications and eliminate California
from their routes.
• Fleet Owners
• Drivers
Owner/Operators are not supportive of the Greenhouse Gas and Emissions Regulations in California . They see
the required modifications as unnecessary and too costly. Many believe that it’s more cost-effective for them to
eliminate California from their routes and deliveries than paying to have their existing trucks modified.
Large fleet owners are weighing in, and agreeing with the owner/operators. The costs are even higher for them
to get all of their trucks up to regulations, and they’re debating about whether to upgrade their entire fleet or just
part of their fleet in order to run through California. Some of these larger fleet owners cannot afford to eliminate
California from their routes, and instead consider paying for modifications or upgrading a minimal amount of
trucks.
There are a few people looking at the GHG14 regulations with an open mind. They feel like the strict emission
regulations in California will soon be adapted by many other states and that modifying now will benefit them
further down the road. They point out that legislation is in the works around the country, and truckers won’t be
able to avoid all of these states that will enforce these regulations like they can now with California.
Key Insights
The GHG14/Emissions regulations are a very hot topic with owners

Strategy Recommendations
CLIENT X
While “Total Cost of Operations” is not a term being
used, it does apply to the conversation happening
around Client X trucks.
Opportunity
A big selling point to owner/operators and large fleet
owners is the volume of Client X dealers throughout
the country.
Messaging & Content
When promoting the new phrase of “Total Cost of
Operations,” put an emphasis on Client X dealers.
Create content that highlights Client X dealerships
around the country.
Online Ads & Infographics
Consider using imagery that emphasizes the
availability of Client X to owners across the nation.
Use these images in online ads to grab the viewers
attention and in infographics comparing Client X with
its competitors.
CLIENT Y
In preparation of launching the Client Y Safety Package,
focus on the concerns and protests of drivers and
owners.
Messaging
Because drivers are apprehensive about the on-dash
cameras, put an emphasis on how video is captured and
what can trigger the camera to record. This can provide
assurance to the drivers that their privacy is not being
violated and to the owners that what they need to
protect themselves will be available to them.
Content
The best content to use to prove this point is video.
Within the industry, videos are being shared and
discussed often.
 Highlight how the video cameras work, both outside
the truck and within.
 Show drivers how the video is collected and
recorded.
 Demonstrate how this system can protect a driver
and the fleet owner when there is an accident or a
critical event.

What to Watch out for?
As the weather gets worse, more drivers are
talking about adjusting their driving when they’re
in bad weather, especially snow and ice. Cruise
control and autoshift transmissions are two
topics that come up often in these discussions.
Conversations like this were beginning to trend
toward the end of January, and, with the
forecasts for more bad winter weather, it looks
like it will continue to trend throughout February.
Looking Ahead
In regards to Client X, the Brand X model was still
a very popular topic of discussion. Many fleets
have bought Brand Xs and more and more drivers
are beginning to actively discuss their experience
with the truck.
There were a few mentions of having issues with
the startup process and clutch not being engaged.
This is something that Client X should continue to
monitor going forward.

ThankYou
Jennifer Sigwart
571.388.5007
Jennifer.Sigwart@penton.com
Julia Niiro
970.203.2839
Julia.Niiro@penton.com
CLIENT LOGO

Full data sets used in order to create insights regarding
your audience, industry, brand and content.
Data Appendix

Brand Analysis & Breakdown
TOP SOCIAL CHANNELS - CLIENT X
TOP SOCIAL CHANNELS – CLIENT Y
talking about Client Y and its competitors online.
Client X 11,975
Comp. D 11,879
Comp. B 10,693
Comp. C 9,759
Comp. A 8,504
Competitor E 9,004
Client Y 3,469
Competitor D 2,160
Competitor F 300
47%
32%
14%
4%
3%
Top Social Channels
Facebook
Twitter
Forums
Blogs
Video
49%
17%
16%
12%
6%
Top Social Channels
Facebook
Forums
Twitter
Blogs
Videos

• Sentiment
• Topic Breakdown
• Channel Breakdown
• Facebook
• Twitter
• Forums
• Blogs
Client X Breakdown

Client X Sentiment
Overall
Blogs Twitter
Forums Facebook

Client X Topics
Word Cloud
DISCUSSION TOPICS
 Brand X Pros & Cons
 Fleet drivers discuss what they like and
don’t like about the new Brand Xs.
 Engine startup was an issue that drivers
were discussing, particularly in colder
weather.
 Leasing options around Client Xs and other
major model trucks
 There are quite a few blog posts
discussion leasing options for small to
mid-size fleets

Popular Facebook Mentions

Twitter Mentions Breakdown

TopTwitter Sources & Influencers

Forum Mentions Breakdown

Top Forum Sources

Blog Post Breakdown

Top Blog Sources & Influencers

• Sentiment
• Topic Breakdown
• Channel Breakdown
• Facebook
• Twitter
• Forums
• Blogs
Client Y Breakdown

ClientY Sentiment
Overall
Blogs Twitter
Forums Facebook

ClientY Topics
Word Cloud
DISCUSSION TOPICS
 Engine performance in extremely cold
weather
 Autoshift Transmissions
 Cruise Control
 Fuel Efficiency compared to competitors
 Comparisons to the Competitor E engines
 An Comp. Model with Competitor E
engine was awarded the “2014 Heavy-
Duty Commercial Truck of the Year” by
a panel of journalists. Many drivers don’t
see how a truck with a Competitor E
engine could win over a Client Y engine.

Popular Facebook Mentions
This blog post has been shared close to 27,000
times since it was published in December with
almost all of the shares coming from Facebook.
Post: Mike Harrah’s Client Y with 8 Blowers

Twitter Mentions Breakdown

TopTwitter Sources & Influencers

Forum Mentions Breakdown

Top Forum Sources

Blog Post Breakdown

Top Blog Sources & Influencers

Brand Slides from Previous Report for Comparison
• Demographics
• Competitive Analysis
Client Y Breakdown (2013)

Brand Analysis
CLIENT Y DEMOGRAPHICS
The people discussing the Client Y brand tend
to be younger males between the ages of 21-
35. This is mostly due to that specific
generation being more digitally connected.
Many of the discussions coming from younger
drivers revolve around future purchases.
There was a large amount of mentions
coming from Michigan, specifically on Twitter.
33%
22%
17%
12%
11%
5%
State Distribution
Michigan
California
Texas
Florida
New York
Illinois
76%
24%
Gender Distribution
Male
Female
17%
40%
21%
22%
Age Distribution
20 & under
21-35
36-50
51 & over

Competitive Analysis
Competitor E vs. Client Y
Client Y and Competitor E engines are being discussed the most among all the competitors. Both are
often recommended when other brands are mentioned, specifically Competitor F engines.
Competitor F, Competitor G and Comp. D are not as popular with truckers, as they tend to pose a lot
of problems and require a lot of maintenance.
43%
24%
15%
10%
8%
Heavy Duty Engine
Share of Voice
Competitor E
Client Y
Competitor G
Competitor D
Competitor F

Penton Digital Research Ongoing Social Monitoring Sample

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