Brand barometer: Social media performance of Mercedes-Benz

By Gemma Charles, marketingmagazine.co.uk, Friday, 24 February 2012 08:00AM

A look at the performance of Mercedes-Benz in social media over the past four months.

Brand barometer: Social media performance of Mercedes-Benz

Social brand tracker

November: ‘Escape the map’, a four-week fictional street view film and game launched, promoted through #EscapeTheMap and @girlinmap. December: Mercedes-Benz launched MyVan, a social-media platform for van enthusiasts. January: Mbrace2, the latest iteration of its in-vehicle communication system, debuted at the Consumer Electronics Show. February: The brand’s Fashion Week initiatives included a partner­ship with US designer Naeem Khan, while in the UK, activity is being pumped out through the @MercedesLFW Twitter feed plus Facebook and YouTube platforms.

Mercedes is aiming to reach a young audience via social apps. There is no general Facebook age specifically for its UK audience, despite it having 19,000 followers of its Twitter feed @Mercedes-BenzUK. The appetite for online interaction is clearly there, with 72,000 users having played its Escape The Map game in four weeks.

 

Mercedes-Benz score card. Reach: 69. Recency: 69. Satisfaction: 76. Recency: 77. Overall: 73. The Yomego SMR Index helps brands to benchmark their popularity, in social channels. Follow @YomegoSocial  

Methodology:

The Social Media Reputation (SMR) score provides a benchmark to gauge brands' respective popularity.

The score is derived by averaging the noise around a brand (reach) with its popularity (satisfaction).

Then the numbers from the last month are compared to the previous three months to apply a topical adjustment (recency).

An algorithm and some more human analysis later produces the SMR score.

To boost accuracy, a representative sample of the automated sentiment data is validated by Yomego's expert team.

This article was first published on marketingmagazine.co.uk

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