Download our Tesla SOV brand report now!Before you dive into this post, take a look at our brand report on Tesla and its share of voice in the automotive industry. You’ll also get to see how great your reviews can look with our example social media report template. Heads up. The content in this post has been updated.
So, it only seems fitting to come with a Musk update. In 2020, Elon Musk and Grimes Canadian musician, real name Claire Elise Boucher had a baby. Not one to ignore his fans, and a social media rockstar, Musk shared the inside track on his fave channel. pic. twitter.
com/lm30U60OtO— Elon Musk @elonmusk May 5, 2020Along with the newborn’s name. X Æ A 12 Musk— Elon Musk @elonmusk May 5, 2020Due to a Californian law, that stipulates names can only encompass the 26 letters of the English alphabet, the name was modified to “X Æ A Xii”. But, before the update, Grimes shared the which means behind baby Musk’s name. •X, the unknown variable ⚔️•Æ, my elven spelling of Ai love and/or Artificial intelligence•A 12 = precursor to SR 17 our favorite aircraft. No guns, no defenses, just speed. Great in battle, but peaceful 🤍+ A=Archangel, my favorite song ⚔️🐁 metal rat— ꧁ ༒ Gℜiꪔ⃕es ༒꧂ BLM @Grimezsz May 6, 2020 Okay.
Back to cars. The car is a status symbol. An extension of your character. Are you a BMW or a Mini person?Do you care about fuel efficiency or speed?Are you trying to galvanize together with your cool wheels or are you trying to get your family from A to B?Do you have got anything to prove?Is it just a tool?Auto manufacturers have understood this for years, with car advertising and marketing and branding reflecting aspirational values. You’ve see the ads.
The immaculately engineered car driven by a catwalk model gliding easily along an impossibly lovely nation road. It’s a fairy tale. That we want to be part of. We aspire to. Automobile advertising teams know this, and they’re quick to take advantage of our dreams.
Industries are experiencing disruption. Things are altering. Social media, new expertise, new generations coming of age. The automotive industry is no various. BMW, Ford, Mercedes, Volkswagen, Toyota, and other big names are facing demanding situations from electrical and self sustaining cars.
Challenges coming from new brands like Tesla, to non automobile brands like Google and Apple. Twitter engagement podium crowns Tesla as number one car brand. Social business plan data source: Twitter, July 23 August 19, 2017. Over 95% of consumers browsing to buy a car, use digital channels to research automobiles. Social media being probably the most ordinary channel for sorting out reviews, hearing peers, and following influencers. It’s your digital showroom where which you could see the newest merchandise for sale, and what is on the horizon.
For the full report on Tesla, BMW, Toyota, and 20+ other auto brands, take a look at our evaluation of The Automotive Industry on Social Media. You’ll find the answer to questions. Which brand is the champion of hybrid?Which auto brands are rocking Instagram?Lamborghini vs Maserati who’s successful the luxury likes?Where’s BMW in the race for independent riding?What brand do agents prize?Do journalists prefer Chrysler or Cadillac?For this post, I’m going to zero in on Tesla, and give you my tackle the brand’s achievements on social and its business plan. See what you believe. Download our brand report on Tesla share of voice and marketing strategy on social. Tesla | Driving luck with social media advertising strategyOur report has a heap of consequences with regard to auto brands’ social media advertising and marketing techniques.
Winning. Failing. New initiatives. What fascinates me, is the ability of Tesla from a social media advertising attitude. It’s a brand centered in 2003.
Compared to auto giants, it doesn’t make a fortune. It wears its crown on social media. It’s in the tip 3 – outperforming Volkswagen, Ford and Toyota. We’ve done a great deal of industry social media analyses, and as a usual rule, bigger businesses outperform their smaller rivals. No great shock there.
More substances money, employees, etc. Of course, there are exceptions, but for a corporation that is sort of 30 times smaller than its rivals to carry out so well is wonderful. Tesla takes the chequered flag!Below is a graph showing the complete mentions across social channels of 29 of the world’s biggest car brands:Auto brands’ functionality with reference to mentions inclusion of brand name. Social business plan data source: Facebook, Instagram, Twitter 23 July 19 August, 2017. So how do they do it?Elon Musk | The ideal social media CEO?There are CEOs which are hesitant about using social media for business.
They choose their words cautiously. Avoid controversy. Elon Musk isn’t one of them. His public image good and bad has a huge impact on the brand. Tesla’s brand recognition and brand acceptance are enormously determined by the actions of its CEO.
Apologies to Tesla customers for transferring start dates. It’s a crazy world out there!— Elon Musk @elonmusk June 25, 2020Seriously, what number of CEOs reply personally, to apologize for a delay in birth?!With Tesla not spending on commercials, Musk’s social media undertaking is crucial. The darling of the auto industry, Musk is busy on YouTube. Teaming up with PewDiePie to host Meme Review, and rating memes with Justin Roiland co writer of Rick and Morty. He doesn’t follow the foundations that other CEOs follow, engaging with fans and detractors alike. Unfortunately, this random social media behavior can backfire.
Musk is a maverick. He veers off target and hits the occasional wall. In 2018, during an interview on a live web show, the CEO upset traders and caused Tesla share prices to drop when he drank whisky and smoked weed on camera. While Musk increases brand cognizance, a PR crisis plan with social media best practices, became a Tesla precedence. On the other side of the coin, Musk can tweet song lyrics, and get 649K likes, and over 100K retweets.
Open your eyes, look up to the skies— Elon Musk @elonmusk May 22, 2020Musk likes to get up close and personal on social media. He’ll share his new business ideas during his drive home. Live tweet rocket launches. He’ll let his followers know what he cares about and is attracted to at any definite moment. His evaluations can be controversial.
He doesn’t care about frightening people. He’s not afraid to discuss failure. Putting together SpaceX rocket landing blooper reel. We messed up a lot before it eventually worked, but there’s some epic explosion footage …— Elon Musk @elonmusk August 31, 2017Musk’s social media method. Don’t hold back.
Share everything!Tesla’s business plan on social mediaThis strategy does not work for everyone. It would make your common CEO anxious, but Musk isn’t your common CEO. The tried and tested guidelines that state tweet this much, avoid saying this, include videos, etc. have been disregarded. Tesla tweeted 4 times in the course of the month. Why only 4?It didn’t wish to do more.
Despite this loss of activity, the emblem remained in the end 3 most mentioned car brands for the month. And once they do tweet?Tesla hoods signed by paint shop team to mark construction milestones. Thanks to all of our teams in your work and commitment to our mission. pic. twitter.
com/r8PzdBbOIK— Tesla @Tesla September 4, 2017Most shared tweet. less is more. This was probably the most shared tweet that we checked out. It might not be a business plan that other brands can copy or would even suppose, but if you’ve got the area hanging on your every word. less is more.
Innovation in a millennial worldWhat is it about Tesla that’s captured the creativeness?I think one aspect is that folk buy into Musk’s vision of the longer term. Whether it’s eco friendly electric cars, smart solar panels, smart batteries, deepest space exploration, or talking about aliens. And, no, I’m not an alien. but I used to be one— Elon Musk @elonmusk June 12, 2016Musk’s social media marketing strategy!It intrigues us and we follow, to understand more, or ensure we don’t miss his next uttering. It’s no shock that Tesla is the auto brand most linked to topics like electric cars and autonomous autos on social. Despite established car makers making an investment just as much, if not more than Tesla in these areas.
The chart below shows the percent of social dialogue by each brand as regards to electric autos. Tesla rules pioneering tech with mentions of electrical cars and self sustaining. Social marketing strategy data source: Facebook, Instagram, Twitter 23 July 19 August, 2017. And the world’s biggest manufacturer of electrical vehicles is?Not Tesla. It’s Renault Nissan, all of the way down in 11th place. Tesla and Musk have createe an image of themselves that permits them to compete and outperform auto rivals on social.
Why the Gen Y mention?Because advertising to millennials is a fine art. They favor authentic content. Whether it’s MoonPie portraying itself as an uncool human, pining for someone called Linda. Or, a CEO who appears to be breaking all of the marketing rules. What does it mean for auto advertising innovations and beyond?Not all dependent avid gamers can do what Tesla have done, in putting a single person front and center in their brand. Brands like BMW, Toyota, and Ford were situated decades ago and not every founder has the charisma or ‘insane’ eccentricity of Elon Musk.
Can’t consider a person leaked this schematic of the Tesla construction system!pic. twitter. com/ylAX3uKTI1— Elon Musk @elonmusk May 26, 2018Providing a customised, insider view on social media helps humanize a brand. Regardless of industry. Whether it’s the CEO, other C levels, or employees, we’re more and more interested in the folks and values behind a brand especially a big one. It’s no longer all concerning the items.
Musk’s – and by proxy, Tesla’s popularity sits along with his willingness to share his random thoughts, ideas, screw ups, quirks. Where other executives play it safe. Which is a shame. Social media is a noisy panorama through which enjoying it safe now not works. You’ll be lost in the gang.
It may be a combat at the start, but now’s the time for CEOs and bosses to be more visible on social media. Your clients, investors, and clients are talking about you. Being on social permits you to play a role in shaping their perception. Download this mind-blowing, brand report about Tesla and its share of voice in the automobile industry.