Social Media and Social Network

Presentation: Honda Motor Ltd. & Volkswagen

Structure of the Presentation

1. Introduction of Honda & Volkswagen

2. Analysis of Honda and Volkswagen adopted social media- day-to-day

3. Main Campaigns

4. Main Errors

5. Potential improvements and implementation

Comparison (2013 data)Honda Motor Ltd. Volkswagen Ltd.

Nationality Japanese German

Year of creation 1948 1937

Employees 187 094 employees 549 763 employees

Revenue 104 Billion USD 271 Billion USD

Profit 3.9 Billion $ 12.4 Billion USD

Honda Motor Ltd.

1. World's largest motorcycle manufacturer since 1959

2. World's largest manufacturer of internal combustion engines

3. Second largest Japanese automobile manufacturer.

4.Honda is the eighth largest car manufacturer in the world

Volkswagen

1. Volkswagen means "people's car" in German. Its current slogan is Das Auto ("The Car")

2. Volkswagen has three cars in the top 10 list of best-selling cars of all time compiled: the Volkswagen Golf, the

Volkswagen Beetle, and the Volkswagen Passat.

3. Volkswagen ranks first in spending the most money of any automaker on research and development as of 2011.

Market Share (The Economist)

Honda: Day to Day Social Media Activities

Gifts and Giveaways

Honda: Day to Day Social Media Activities

Emotional Engagement

Volkswagen: Day to Day Social Media Activities

Gifts and Giveaways

Volkswagen: Day to Day Social Media Activities

Customer Engagement

Honda: Day to Day Social Media

Volkswagen Day to Day Social Media

VW & Honda: Day to Day

• Prizes and Giveaways• Emotional Engagement• Sales and Promotions

This is unsurprising.In many ways, unoriginal.

Why do it? The importance of Social media

• The need for improving brand image

• Automotive Lease Guide's Perceived Quality Study:

Perceived quality influences price and value of a car, when real the actual product matters less.

• Honda- 85.5 - Ranked 2nd

• VW- 67.4 - Ranked 5th

VW & Honda: Day to Day

• Prizes and Giveaways• Emotional Engagement• Sales and Promotions

This is unsurprising.In many ways, unoriginal.

VW: Innovative Social Media Campaigns

• Holland- Facebook• Choose- Beetle/Transporter• 1st to 20,000 likes = Winner• 1 individual wins the car

• https://www.youtube.com/watch?v=qrMbPwy_qKo&noredirect=1

• Facebook fans more than doubled

• Most people spent over 10 minutes playing the game

• 700% increase on engagement on the Volkswagen Facebook page

VW: Innovative Social Media Campaigns

• Augmented Reality• Fusion of print and

digital media. • 50,000 take part• 7% signed up for a test

drive

• https://www.youtube.com/watch?v=K0Nkgr-t78E&noredirect=1

Volkswagen Viral Success

• Youtube- ‘The Force’ • Effective way of building brand image

• Initial High Profile Ad• Word of Mouse• Social Media does the

rest. • https://www.youtube.com/watch?v

=R55e-uHQna0&noredirect=1

Social Media Errors

References• http://b.vimeocdn.com/ts/352/423/352423027_640.jpg• http://10and5.com/wp-content/uploads/2012/07/01-volkswagen-street-quest-key-visual.png• http://www.simplyzesty.com/Blog/Article/September-2011/Volkswagen-Use-Augmented-Reality-Campaig

n-To-Engage-50,000-Customers

• http://therealmcast.com/wp-content/uploads/2011/02/star-wars-volkswagen.jpg