JD Power Launches Social Media Tool

In the US, auto research specialist JD Power and Associates has launched a social media 'listening' platform specifically for the vehicle manufacturing industry.

Created by the firm's Web Intelligence Research Division, the new 'Automotive Intelligence Monitor' enables users to listen to unprompted social media conversations, helping to asses new vehicle launches, brand image and marketing strategies. The tool combines social media insights about vehicle brands and models, with marketplace retail sales and segment data from the company's Power Information Network.

First, social media commentary is classified according to a taxonomy containing 37 auto manufacturers, c.300 models, and 12 key topics of auto conversation. Secondly, the technology eliminates irrelevant conversations to ensure marketers receive accurately targeted consumer conversations about their brands and products.

Displayed as a dashboard on the user's desktop, the monitor is refreshed daily and includes two years of historical data across the entire industry. The tool also generates industry benchmarks to help vehicle manufacturers and agencies better position brands and models to adapt to changing consumer preferences.

'The Auto Intelligence Monitor allows auto manufactures to gather current feedback regarding consumer perception of newly launched models, as well as providing a perspective on how they've performed as compared to other recent vehicle launches,' said Bill Tuohig, Senior Director of the Web Intelligence Research Division.

'Gathering this critical information early in the launch process gives manufacturers the ability to make key adjustments, as necessary, to optimize the model's success,' he added.

In addition to monitoring brands and models, the tool covers a variety of topics of consumer conversation, such as 'green' issues; safety; performance; styling and design; value; features and technology; manufacturer business issues; and marketing and communications efforts.

Web site: www.jdpower.com .