BMW show how a car brand can use social media to engage consumers to discuss and consider purchasing its latest models. Consumers “love” and “want” the featured models such as the X6 and 6 Series Convertible with many actively considering purchase.
BMW use a variety of social media content to engage their 4 million Facebook fans to discuss their model range. A lot of the BMW content is centred around their latest models such as videos of the X6 being driven in the desert and a “first look” video on the new BMW 6 Series Convertible. BMW also engage consumers with the BMW Casting competition where consumers can become the face of a worldwide ad campaign or content publicising the X3 iPad application.
WaveMetrix social media monitoring shows that BMW content is successful at engaging consumers to discuss BMW models. Consumers “love” the “sexy” X6 and “impressive” 6 Series convertible although some say the designs are “ugly” or “unoriginal”. Using 100% human analysis, WaveMetrix can ascertain that over a third of consumers who comment are “potential owners” who “would like to have” or “will purchase” the featured models.
BMW social media content provokes a large amount of product discussion:
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- BMW social media encourages consumers to discuss the products: Consumers respond to social media content on the X6 and 6 Series Convertible. They “love” and “want” the “cool” and “sexy” X6 that is “BMW at its best”. However, some say it is “not either a city or off-road car”. Consumers say the 6 Series Convertible is “impressive”, “beautiful”, a “great drive” and the “ultimate dream car”. However, others say it “needs a hardtop” and “looks like a Benz”. Some also mention the “incredible” X5 and “ugly” X3 or say that they “want to own a BMW”
- Some consumers discuss the social media content itself: They “want to be involved” in the “exciting” BMW Casting campaign and state how they “contrast” with their siblings. Others love the “cool” video of the X6 in the desert and say the X3 iPad app is “perfect to show to clients”
- The content prompts some positive brand buzz: Consumers “love” BMW and say it is “awesome” and they “make dream machines”
BMW attract discussion from many potential owners:
- A small amount of buzz is from current owners: They “love their BMWs”, mention which model they own and say they are “fun to drive”
- Over a third of buzz is from potential owners: Potential owners show interest in the featured BMW models with many “considering purchase”. They “would like to have”, “want to try” or “will purchase” the featured models and discuss what aspects they “love”
- A minority of buzz is from consumers who will not consider buying a BMW: They say the featured BMW’s have an “ugly” and “unoriginal” design
- A third of buzz comes from consumers who do not state whether they own a BMW: They have a mainly positive view of the BMW social media, products and brand, but do not discuss owning or purchasing a vehicle
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