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

Month One (Mar/April 2013)


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 of Voice –

March - April

Comp. A

Client X

Comp. B

Comp. C

Comp. D

25%

22%

16%

18%

19%

Share of Voice -

December - February

Comp. A

Client X

Comp. B

Comp. C

Comp. D

Total Mentions: 74,424 Total 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

Threats Opportunities


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

[email protected]

Julia Niiro

970.203.2839

[email protected]

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

Month Two (August 2013)


Client X | Report Range: August 2013

OngoingeListeningStudy

StudyObjectives Audience














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 10163 10285

10939

0

2000

4000

6000

8000

10000

12000


January

February

March

April

May

June

July

August

Aug 9 453 Aug 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.

Related data on page 17 in the appendix

CompetitiveAnalysis



Total Mentions: 42,611 Total Mentions: 38,762

21%

27%

17%

20%

15%

Share of Voice - July 2013

Comp. A

Client X

Comp. B

Comp. C

Comp. D

22%

26%

15%

22%

15%

Share of Voice - 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

http://www.rv.net/forum/index.cfm/fuseaction/thread/tid/26680657/gotomsg/26682622.cfm#26682622


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

HOW IS THIS IMPACTING THE BRAND ONLINE? 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


Client Y 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

HOW IS THIS IMPACTING THE BRAND ONLINE?

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.


ThankYou

Jennifer Sigwart

571.388.5007

[email protected]

Julia Niiro

970.203.2839

[email protected]



DataAppendix

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

https://www.facebook.com/permalink.php?story_fbid=10200420156568838&id=1303806213

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

Month Three (January 2014)


Client X & Client Y | Report Range: January 2014

Ongoing eListening Study

CLIENT LOGO

Study Objectives Audience














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.

Client Y Brand Analysis


Client Y 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 - Client Y


Client Y 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

http://www.thetruckersreport.com/truckingindustryforum/prime/236747-prime-will-installing-cameras-its-trucks-7.html#post3786846

http://www.thetruckersreport.com/truckingindustryforum/prime/236747-prime-will-installing-cameras-its-trucks.html#post3758169

http://www.thetruckersreport.com/truckingindustryforum/prime/236747-prime-will-installing-cameras-its-trucks.html#post3758169





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

http://www.thetruckersreport.com/truckingindustryforum/refrigerated-trucking-forum/241471-is-cali-vital-success-reefer-dragger.html#post3842554

http://www.thetruckersreport.com/truckingindustryforum/ask-an-owner-operator/199613-carb-compliance-ghg-compliance.html#post3004016

http://www.thetruckersreport.com/truckingindustryforum/ask-an-owner-operator/199613-carb-compliance-ghg-compliance-2.html#post3006046

http://www.thetruckersreport.com/truckingindustryforum/ask-an-owner-operator/199613-carb-compliance-ghg-compliance-2.html#post3006046

http://www.thetruckersreport.com/truckingindustryforum/refrigerated-trucking-forum/240542-marten-transport-going-cali-but-no.html#post3828608

http://www.thetruckersreport.com/truckingindustryforum/refrigerated-trucking-forum/240542-marten-transport-going-cali-but-no.html#post3828608

http://www.thetruckersreport.com/truckingindustryforum/trucking-industry-regulations/235491-emissions-requirements-carb-cafe-details-not.html#post3730344

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.


Thank You

Jennifer Sigwart

571.388.5007

[email protected]

Julia Niiro

970.203.2839

[email protected]

CLIENT LOGO



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


Top Twitter 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

Client Y Sentiment


Overall

Blogs Twitter

Forums Facebook

Client Y 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


Top Twitter 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

Marketing

client x mentions

mentions of client x

client x report range

positive press client

recall of brand x trucks

share of voice mentions

d total mentions

majority of mentions