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Jaguar Case Study How Insights from Social Media Helped Win Jaguar’S Business

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Jaguar Case Study How Insights from Social Media Helped Win Jaguar’S Business Jaguar Case Study How Insights From Social Media Helped Win Jaguar’s Business Overview Company Industry Category Jaguar Automotive Luxury Challenge Solution Result Identify consumer Infegy Atlas used to Depth and uniqueness of motivations on a analyze consumer insights discovered global scale for perceptions in three contributed to the agency selecting car repair countries winning Jaguar’s Global services Account www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business Introduction Jaguar had begun noticing a decline in customer visits to its dealerships for routine maintenance items. This was of great concern for many reasons, but one reason in particular was the possibility that sub quality repairs made by independent shops could lead to negative consumer perceptions of the overall quality of the brand. ! Agencies were asked to address this issue in their pitch to Jaguar for the opportunity to become the agency of record for the global account. The agency that ended up winning the account leveraged Infegy Atlas, a social media analytics platform, to compare buyers from around the world to gain unique insights about why people choose to go to dealerships or independent mechanics for service. ! A Brief History of Jaguar In 1922, Sir William Lyons and William Walmsley founded the Swallow Sidecar Company, soon after referred to as SS Cars Ltd. The company originally manufactured motorcycle sidecars before beginning development on automobiles. Following the end of World War II the company changed their name to Jaguar to avoid negative associations of the SS initials with the German SS. ! From its inception, Jaguar has focused on designing elegant automobiles that are powered by cutting edge technology. Early success was attributed to an advanced twin- cam straight six engine design praised for its performance and reliability. The design was widely used in military vehicles and was responsible for Jaguar teams winning the Le Mans 24-hour race in 1951, 1953, 1956 and 1957. 1 ! 1. "Jaguar Cars." Wikipedia. Wikimedia Foundation, 29 Oct. 2013. Web. 12 Nov. 2013. www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business Yet although the engines were largely held in high esteem, in the United States Jaguar has long been regarded as suffering from reliability issues, particularly with the electronics. This long-held perception was perhaps best exemplified by the television show Mad Men. ! He turns the key and it doesn’t start. It’s a Jaguar, they never start. They’re absolutely beautiful but terribly unreliable. ! ! In the fifth season set in 1967, the show’s protagonist, Don Draper, alludes to this perception of unreliability when talking to a Jaguar sales associate. He’s blown away by the beauty, but quips, “I hear that dampness is murder on the electrical system.” Later in that same season a newly purchased Jaguar fails at a very climactic moment for Lane Pryce, a partner of the firm. He turns the key and it doesn’t start. It’s a Jaguar, they never start. They’re absolutely beautiful but terribly unreliable. “Christmas Waltz.” Mad Men. AMC. 20 May 2012. Television. This perception has taken a long time to shake; however, in the past decade the company has made enormous strides to improve reliability and overall quality. This is why it was so important to Jaguar’s leadership that the public perceptions around reliability and quality continued to their upward trajectory. ! www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business Research on a Global Scale - Establishing Benchmarks As a global brand, Jaguar needed to understand the differences between buyers of varying nationalities. To gain this insight, the agency focused on conversations taking place over five years in three major markets, the United States, United Kingdom, and Germany. ! Conversation Volume (in thousands) To better understand the landscape and 975 establish a benchmark to compare Jaguar against, the agency set out to define the baseline of consumer perceptions of car 390 maintenance and repair as it related to 227 150 dealerships and independent mechanics. In 68 9 21 49 their research around conversation volume, UK DE US Global dealerships were discussed far more often Independent Shops Dealerships than independent shops. ! Globally, independent service centers represented 13% of the total conversation. The United States and Germany were within 4% of this baseline, however, in England independent shops accounted for nearly 30% of the total conversation. As a result it was recognized that consumers in the UK were much more aware of alternatives to having their vehicles serviced at the dealership. Dealer vs. Independent Sentiment ! Analysis Yet, while dealerships were talked UK Dealer UK Indie about to a much greater extent, DE Dealer DE Indie on average they were also US Dealer discussed more negatively than US Indie Global Dealer their independently owned Global Indie competitors. 0 25 50 75 100 ! Positive Negative www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business The only country in which dealership service was discussed more positively than independent service was in Germany. Upon analyzing the categorical themes of the overall conversation the agency identified a different set of motivators for German consumers. ! While price and service were the top two most positively referenced motivators globally, within the United States, and within the United Kingdom, German consumers placed a higher value on the quality of the work and the trustworthiness of the service provider. ! Consumer Motivational Factors for Dealership Service Germany United States 62% 59% 53% 44% 34% 25% Trust Quality Results Service Price Quality Global United Kingdom 44% 61% 31% 29% 36% 24% Price Service Expectations Service Price Expectations Interestingly, although overall German’s discussed dealerships more positively, independent mechanics received higher positive conversation share for both trust and quality. For Germans, where the dealerships were able to excel over independent mechanics was on price, but only by a very small margin. www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business Variances in gender distribution were noted across the four samples. Globally and within the US there was close to a 45/55 distribution of females to males for both service types. However, in the UK women strongly made up the majority of the conversations about car repair and maintenance, averaging 65% of the total volume. Contrast this with Germany where conversations about dealership service were primarily held by men with a ratio of 60:40. Gender Distribution 36% 44% 43% 45% 48% 45% 60% 71% 64% 56% 57% 55% 52% 55% 40% 29% UK Dealer UK Indie DE Dealer DE Indie US Dealer US Indie Global Dealer Global Indie With demographic, perception and purchasing driver information identified the final baselines that the agency identified were related to the specific component categories being repaired or receiving maintenance work. Dealerships United Kingdom Germany United States 1. Engine 1. Engine 1. Engine 2. Electrical 2. Transmission 2. Suspension 3. Transmission 3. Electronics 3. Transmission Independent Mechanics United Kingdom Germany United States 1. Engine 1. Engine 1. Suspension 2. Electrical 2. Transmission 2. Transmission 3. Suspension 3. Brakes 3. Engine www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business Research on a Global Scale - Measuring Jaguar Within conversations about Jaguar, US Jaguar Conversation Volume maintenance or repair, and dealerships or 118,000 independent mechanics, there were several key differences from the established baselines. Comparing Jaguar to the volume baselines, conversations about independent mechanics 58,000 represented a much higher percentage of the total conversations within every market. For instance, when US consumers spoke about Jaguar and maintenance, independent US mechanics represented 17% more of the total conversation volume. Independent Shops Dealerships ! The above line volume of conversations concerning independent mechanics and Jaguar supported the findings that consumers were increasingly more aware of and apt to utilize providers other than Jaguar dealerships for maintenance and repair. ! Dealer vs. Independent At first glance the sentiment results for Sentiment Analysis Jaguar looked bleak. However, in both UK Dealer the global market and the US, Jaguar UK Indie DE Dealer enjoyed a 12% positivity advantage over DE Indie established benchmarks. In Germany US Dealer US Indie Jaguar held a slight positivity Global Dealer Global Indie advantage of 2% and positivity 0 25 50 75 100 remained unchanged in the UK at 68% Positive Negative of total. www.infegy.com +1 816-494-1650 [email protected] 4151 N Mulberry Dr., Suite 240, Kansas City, Missouri 64116 How Insights From Social Media Helped Win Jaguar’s Business Consumer Motivational Factors for Jaguar Dealership Service (Comparison) Germany United States 75% 62% 59% 71% 59% 48% 53% 44% 34% 25% 25% 26% Baseline Jaguar Baseline Jaguar Trust Trust Price Price Quality Quality Service Quality Results Attractiveness Quality Service Global United Kingdom 53% 61% 44% 39% 31% 29% 29% 29% 36% 24% 26% 28% Baseline Jaguar Baseline Jaguar Price Price Price Price Service Quality Service Service Expectations Expectations Expectations Expectations Contrasted against the motivational baselines, motivational factors for choosing a Jaguar dealership to perform service varied in the level of importance and the actual drivers themselves.
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