I should preface this post with the disclaimer that I am by no means an authority on cars – for those of you that have known me for a long time, you might remember the little red BMW 318i that I drove for 18 years and then finally traded it in for a minivan. That being said, I am still very excited to be blogging about the second installment of the “What Women Want” BPI series. We kicked things off with a focus on the #1 thing that women talk about wanting in social media, ice cream, and this time it’s #1 on men’s list: cars! So, let’s dive (or should I say, drive) right in to the data!
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
Ford generated the highest volume of chatter for both men and women, though the similarities ended there when it came to the other two key metrics: Passion Intensity and Net Sentiment. On the women’s BPI, Ford had a Passion Intensity score of 73 and a Net Sentiment score of 59, while the men’s BPI yielded a Passion Intensity score of 60 and a Net Sentiment score of 51 for Ford. The disparity in their scores is because women use more emotive language when talking in social media (or just in general :-D). Another interesting tidbit we found: there was an 80% overlap between brands for men and women. The differences were men talked about Nissan and Ferrari whereas women talked about Accord and Volt. What’s interesting about this is that Mustang, Accord and Volt are all models, rather than manufacturers. The other model talked about, actually by both, was the Mustang (I once had a blue ’68 hardtop)…The amount of chatter for these specific automobiles tells me that all three models have very loyal, brand loving followers.
Let’s take a look at some of the verbatim – Ford, our buzz winner, had women raving about their customer service, while men talked a lot about the sound of a Ford, be it the sound system or the engine itself (check out our What Women Want infographic for more on men’s sensory love of cars!)
And as for who got all the love: Chevy captured the hearts of women with their funny and engaging marketing campaigns, and Mercedes’ customizeable gadgets and features dazzled men across the social media universe. I, for one, was thrilled to see Chevy get a shoutout – their free car service saved my aching feet on multiple occasions this year at SXSW. Their campaigns did it again!
If you like a beautiful car that moves fast and has incredible features, then you’ll love the Mercedes-Benz E350 Cabriolet.
I already can’t wait to dig into the next installment of this data – let me know what you think of this one and what you’re driving these days! Extra points if you remember my trusty old car :-D