Sunday, January 24, 2016

Social media popularity ranking for the automobile manufacturing firms in India

Hello readers,

Download complete report here:  https://goo.gl/tV4Yk6 

Twitter is a popular social medium to popularize a brand and is therefore an apt place to measure a brand’s impactful presence. In this analysis, we have analyzed and ranked the brand presence of 11 automobile manufacturing firms and their operations in India. Latest 1000 tweets as on 24.01.2016 have been analyzed.

Brand rankings


Sl. No.
Automobile
Mfg. firms
Sample set
very.pos.
count
very.neg.
count
very.tot
Brand Score
1
@MahindraRise
928
81
3
84
96
2
@TataMotors
804
163
11
174
94
3
@Maruti_Corp
796
129
21
150
86
4
@DatsunIndia
1000
94
18
112
84
5
@RenaultIndia
351
36
11
47
77
6
@FordIndia
1000
68
36
104
65
7
@HyundaiIndia
524
52
28
80
65
8
@volkswagenindia
965
39
22
61
64
9
@Toyota_India
185
9
10
19
47
10
@HondaCarIndia
1000
52
194
246
21
11
@Chevrolet_India
27
0
2
2
0

Observations

1.     The surprising entry in top ranks is undoubtedly Datsun India and more so because their car models had been labelled as unsafe for driving on roads. Surprising losers are Honda who despite having good cars, affordable servicing and international repute have scored pretty low.

2.     Also, despite being a new entrant to Indian car scene, Datsun has managed to put more than 1000 tweets on its twitter handle. This shows that they are managing their social media strategy very well. Chevrolet India on the other hand has 27 tweets on their main handle. Please note that some car manufacturers have individual handles for their car brands which have not been parsed in this analysis. However, if those handles included an attribution to parent twitter handle, then those tweets have been collected in this analysis.




Mahindra @MahindraRise (Rank 1 of 11)


Word frequency table (Top 10)

word
frequency
kuv
408
mahindrakuv
190
mahindra
181
anandmahindra
158
new
146
diesel
138
engine
117
odmag
113
delhi
107
launches
95

Wordcloud (“mahindrarise” dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Tata Motors @TataMotors (Rank 2 of 11)

Word frequency table (Top 10)

word
frequency
new
174
ceo
169
butschek
165
guenter
140
tata
125
welcome
88
join
80
extending
79
warm
79
httpstcoxvnwadbf
78

Wordcloud ("tatamotors" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Maruti @Maruti_Corp (Rank 3 of 11)

Word frequency table (Top 10)

word
frequency
maruti
143
contest
129
enter
127
win
127
rideofrenzy
121
brezza
96
car
89
vitara
89
vitarabrezza
88
nexa
84
Wordcloud ("maruticorp" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Datsun @DatsunIndia (Rank 4 of 11)


Word frequency table (Top 10)

word
frequency
dream
327
yes
266
dreams
232
say
210
join
131
life
131
conversation
115
work
113
just
104
take
95

Wordcloud ("datsunindia","datsun","isayyes" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Apparently, Datsun has successfully attracted the social media users by leveraging their emotions using words like dreams.

Renault @RenaultIndia (Rank 5 of 11)

Word frequency table (Top 10)

word
frequency
kwid
57
win
41
contest
39
renault
39
autoexpo
38
car
37
know
27
get
26
sale
23
bbfinalewithsalman
21

Wordcloud ("renaultindia" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Ford @FordIndia (Rank 6 of 11)

Word frequency table (Top 10)

word
frequency
new
188
launched
147
ford
125
live
117
launch
110
lakh
87
suv
77
httpst
71
watch
71
will
61

Wordcloud ("endeavour", "fordindia", "allnewfordendeavour" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Hyundai @HyundaiIndia (Rank 7 of 11)


Word frequency table (Top 10)

word
frequency
car
63
creta
50
contest
37
enter
37
baleno
36
compact
35
iamsrk
31
part
31
timesofindia
31
autoexpo
30

Wordcloud ("hyundaiindia", "hyundai" dropped for excessive repetition)

The wordclouds are heavy image files. To check them out, download the complete report here: 

Volkswagen @volkswagenindia (Rank 8 of 11)


Word frequency table (Top 10)

word
frequency
polo
412
cars
391
accident
390
features
389
safety
387
due
385
damage
384
recounts
384
rushikesh
384
averted
383

Wordcloud ("volkswagenindia","volkswagen" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Toyota @Toyota_India (Rank 9 of 11)

Word frequency table (Top 10)

word
frequency
safety
38
india
37
toyotaatautoexpo
37
fortuner
34
new
34
expo
33
mascot
31
thums
31
fordindia
30
endeavour
29

Wordcloud ("toyotaindia" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 
https://goo.gl/tV4Yk6 

[UPDATE]
This analysis deserves some more observations.
We found that the twitter dump obtained from using Toyota handle had references to its rival fordindia and endeavor. Toyota's Fortuner is a rival of Ford Endeavour and therefore, it is interesting to note that the comparison of them on official Twitter handle suggests a larger number of fence sitters. In such a situation, the rival providing an attractive price point will attract potential buyers. However, product homogeneity is also an important factor to be considered before arriving at conclusions. It has not been checked here.

Honda @HondaCarIndia (Rank 10 of 11)


Word frequency table (Top 10)

word
frequency
health
234
vehicle
228
monitoring
152
honda
140
risk
126
can
124
engine
119
car
112
service
110
breaking
109

Wordcloud ("hondacarindia","hangoutwithhonda","hondaconnect" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

Chevrolet @Chevrolet_India (Rank 11 of 11)


Word frequency table (Top 10)

word
frequency
autoexpo
17
aetms
9
chevrolet
9
gtgt
9
beat
7
cruze
7
india
7
corvette
6
new
6
spin
6

Wordcloud ("chevroletindia" dropped for excessive repetition)
The wordclouds are heavy image files. To check them out, download the complete report here: 

We have not followed the individual product twitter hash tags for the firms and that is, apparently, the major reason of low number of tweets coming from Cherolet's official handle. But, if a tweet from its product handle, say Chevrolet Beat, also has a hash tag of Chevrolet India, then those tweets have been read and parsed in this analysis.

FAQs


Q) What is a Brand Score?

For the discerning readers, the brand score has been arrived at using the formula:
Brand Score= 100 *(very.pos.count/very.tot)
where
very.pos.count is the count of tweets found very positive, vice versa for very.neg.count
very.tot= very.pos.count + very.neg.count
The positive tweets have score more than +2 and negative have less than -2.

Q) How is tweet scored?

To cluster tweets into very positive or negative, we have parsed through the tweets and calculated the scores as under:
Score= (sum of positive words) – (sum of negative words)

Q) How did you identify positive and negative words?

Independent researchers Bing Liu and Minqing Hu of University of Illinois at Chicago have created a lexicon of 6800 words under the heading of positive and negative sentiments. We have used their lexicon as a reference to parse through the tweet contents.
Visit their work at:
https://www.cs.uic.edu/~liub/FBS/sentiment-analysis.html

Q) How do I know more about this field of study?

Follow the blog directdelta.blogspot.com !



Q) What is the business value impact of Brand Score ?

Watch out for the future posts/ follow up story on this blog directdelta.blogspot.com !
















 

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