Falken 8th in updated social media ranking
In a preview of what may come in the 2018 Tyres & Accessories UK social media ranking, Falken Tyres UK has come eighth in an updated version of the 2017 table. Due to the fact that @FalkenTyreUK is a new handle and didn’t show up when we were conducting searches earlier this year, Falken UK’s data has only just come to light.
To cut a long story short, the Sumitomo Rubber-produced Falken brand (which is distributed through Micheldever Tyre Services in the UK) has jumped straight into eight place in the table with a score of 60.4. While this is 2.1 points short of 7th-placed CooperTireEU, it is a similar amount clear of 9th position. Therefore, there is every chance that eighth place represents the kind of level Falken will achieve in the 2018 ranking, improvements notwithstanding. In any case joining the chart as a new entry in eigth position is a good result. So what’s led to the improvement?
Stephan Cimbal, Falken Tyre Europe marketing director commented: “At the start of 2017, we created UK specific channels for Falken’s social media. The UK social media scene is more developed than in some of our other regions and we felt it was the best place to create a regional-specific stream. With a Klout score of 58, it ranks higher than some of our premium and older competitors. It also aligns with our strategy to increase our focus in that area, backed up by SRI’s acquisition of Micheldever.
“Falken’s UK channels carry content not only from Europe, Japan and the US but crucially a larger element of UK-specific media. Successful examples include a race staged between our racing driver Peter Dumbreck and a remote control Porsche in the Derby Velodrome. More recently our social team picked up on the UK’s scrappage scheme and we played on this with a UK only scrappage scheme for toy cars. The content was picked up by Top Gear, Autocar and others which showed the value of local content and our ability to respond quickly to trends. We’ve also embraced live content from events such as the Red Bull Air Race and Nürburgring 24 Hours
“We have found the channels have also become a convenient point of contact for UK customers. They use twitter and FB to ask questions or seek advice and like the quick response that our local team provides. We have also found that tyre dealers are using to share what they are up to, tagging us in pictures of cars that they have fitted tyres to and are proud to show they are fitting our tyres.”
As far as engagement is concerned, he concluded: “…We are regularly engaging over 6 per cent and higher which is considerably higher than many hope to achieve.”
|Revised 2017 ranking
|T&A social media score
Source: Klout, Kred, T&A research