Social Media Monitoring Project, Part One

Introduction:

Do you know what is the new energy electric vehicle?

Tesla, is an American electric vehicle and energy companies, production and sales of electric vehicles, solar panels, and energy storage equipment. Headquartered in California Silicon Valley Palo Alto, it was founded in 2003 by Martin Eberhard and Marc Tarpenning. Elon Musk entered the company in 2004 and led A round of financing. The founder named the company "Tesla Motors" to commemorate the physicist Nikola Tesla.

Marc Tarpenning and Martin Eberhard

Elon Musk, CEO of Tesla said that Tesla tried to provide every ordinary consumer with pure electric vehicles within its consumption capacity. Tesla's vision is to accelerate the world's transition to sustainable energy.

Elon Musk- Why you are so successful?

Target audiences:

Silicon Valley engineers, senior fans, entrepreneur Martin Eberhard found that many private driveways which should park roadster in the United States often have a TOYOTA hybrid Toyota Prius.

He believes that these people buy Prius not just want to save fuel. Prius is just a group of people expressing their dissatisfaction with environmental problems and their desire to make changes. So, he has the idea of combining a sports car with new energy, and the customer is a group of environmentally-conscious high-income people and social celebrities.

In 2006, Eberhard wrote in the opening blog of the official website of "Tesla": "the electric cars made by traditional large automobile businesses have limited mileage, flat performance, and general appearance. "The Tesla car is built for people who love driving. Not to minimize the cost of use, but to pursue better performance, more beautiful appearance, and more attractive. "

On May 9, 2013, Musk wrote in his personal blog, "just want to say thank you to customers and investors. You gave Tesla a chance to go through a long night. Without you, we can't walk to today.

Activity discovers:
Because Tesla price is higher than many other cars, resulting in a lot of Tesla fans prohibitive. June 3, 2013, Tesla has reached a strategic cooperation with China Merchants Bank credit card installment car business, provides 12 periods, 24 periods, 36 periods, 48 periods of the four- month period for the number of options for Car Buying customers, so that greatly reduces the Car Buying threshold, is definitely a good news for most of the Tesla fans.

The first year in China, Tesla never stops activities, want more people to know that Tesla is not just a toy for the rich. Through the construction of 50 national super charging stations, 700 charger electric pile, with China Unicom and other operators to promote a series of measures to open up new energy automotive information cooperation, get a free license plate police, Tesla has been from the aspects of policy support, also set up a charging network covering the whole country. 

At the same time, the ambitious car company is also planning to launch a medium - end model within 5 thousand dollars to further expand the market among ordinary consumers.

super charging stations in China

According to the rules released by Tesla, users can replace the old cars when buying cars. After Tesla's vehicle standardization inspection and evaluation, the price can be used to deduct the current purchase of cars through the online auction sale.







At the same time, Shanghai has allocated 3000 new energy license plates to the pure imported electric vehicles, which is also the first time that such policies have been opened to foreign electric vehicles, and now more than 500 Tesla get free new energy license plate.

Tesla in Shanghai

Charging pile: Tesla sells for 100 thousand to 140 thousand U.S. dollars in China, and its low edition is also comparable to that of BMW 7, which means that it mainly focuses on young high-end consumers in China. But with a series of policy support such as charging network and free licensing, Tesla will also plan to launch a mid- end model car of around a fifty thousand dollars in the future to meet the needs of the general consumer group.

While trying to improve the enthusiasm of ordinary consumers, Tesla is further improving the infrastructure, the most important of which is the charging pile.

Google Trends:
Over the past 12 months:

The tendency of search to change with time

Over the past 1 month:

Tesla’s market cap has increased by more than $2 billion in Feb 7.



Social mention

Strength is the likelihood that your brand is being discussed in social media.

Sentiment is the ratio of mentions that are generally positive to those that are generally negative.
Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.
Reach is a measure of the range of influence.

Instagram for Tesla

Tesla updates information every month to show the latest research projects and interesting things to the community.

People are willing to buy Tesla because Tesla uses new energy. During driving, it not only has low noise, but also allows buyers to enjoy the comfort level of sports car. Do you know why Tesla doesn't spend a penny on promotion? Xiaotong Zhu, the Chinese head of Tesla, replied that Tesla wants to publicize by word of mouth and communicate the advantages and information of Tesla through communication between users, at the same time, Tesla want to give users the value of Tesla itself, not the skill of advertising, because Tesla knows the value of information spread between customers is much higher than the value of spending a lot of money on promotion.