Index score: 12.9
There are four major trends disrupting the car industry: autonomous cars, electric cars, connected cars, and new shared-ownership models.
Faced with these changes, how does BMW fare in engaging with its global fanbase?
Promotions, where is the conversation?
An audit of their PR & Marketing activities including an examination of their driving social media channel, Facebook (19 million followers), shows a mixed picture. The majority of their posts promote different car models and launches, as well as regularly nudging people to follow their Instagram account.
More Vroom Vroom, less engagement
The number of responses it gets for each post is quite high compared to other brands, averaging in the 1000s of likes, shares and comments per post. Although we don’t see this as a true measure of engagement, we are surprised by the high levels of reactions and we can only assume that the German car brand has a loyal following, for now.
These super fans live and breathe BMW, yet there seems to be no interest from the brand to start a conversation with them. You’d think they’d be curious to find out how its customers use these much loved cars, how they look after them, their favourite driving locations. BMW is missing a huge opportunity to co-create some stories about the company’s various models, instead it’s a monolithic conversation with very little response to fan comments and feedback.
Do i look good in this colour?
BMW is more dialogic when it comes to its new Instagram account, with contests directed at its 18 million followers where they put up the first ever live photo collection of all BMW models, aggregated by BMW’s followers and re-gramming user content. This is an especially winning strategy when you have an enthusiastic group of followers that is passionate about taking photos.
Overall there are missed opportunities as the company has a large base of super-fans but does not feel it’s necessary or important to engage with them on a more consultative basis.