This presentation is about the carsharing market in Toronto and how much social activity is happening around the Canadian and locally-owned AutoShare. Using information found by a social media analytics platform, the report is prepared through the analysis of data collected from blogs, Twitter, forums and major new sources. To determine who leads conversations, I analyzed talks around the three top carsharing brands in Toronto: AutoShare, Car2go and Zipcar throughout the reporting period specified.

1. ANALYSIS OF AUTOSHARE PRESENCE IN THE SOCIAL SPHERE
IN TORONTO

2. INTRODUCCTION:
Using a recognized social media analytics tool we will show an inside look at the
carsharing market in Toronto and how much social activity is happening around
AutoShare.
To determine who leads conversations, we analyzed talks around the three top
carsharing brands in Toronto: AutoShare, Car2go and Zipcar from November 11, 2011
to November 9, 2012.
Joining AutoShare and Zipcar in June 30, the new competitor - Car2go - launched
short-term car rental in Toronto. For this reason, insights of the local market for
AutoShare are mainly focused on the second half of the period.

3. Focus Points

4. A. Overview of the North American Market for Carsharing
Overview of mentions collected from all Carsharing conversations from
November 11, 2011 to November 09, 2012.

5. Overview of the North American Market for Carsharing
• Overall, conversations about Carsharing
produced 50,896 total mentions. News and
Twitter were the top source of mentions.
• Because of membership requirements and on-line accessible
method, it is not a surprise that more than a half of conversations
are between the ages of 21-35. Younger social media users do not
participate in Carsharing talks and only 36.4 % of mentions are
from people in the 36 or older.

6. Overview of the North American Market for Carsharing (Continued)
• Twitter accounted for 90% of demographic mentions (1).
• Men were who talked the most about Carsharing across the
social space. Carsharing in Canada is twice as popular as in the
US (2).
• The main concept of Carsharing is a short periods of time car rental model.
The word “time” showed up as one of the five most frequent mentioned
words in the word cloud along with “cars”, “company”, “vehicles” and
“program”.
• Carsharing had a 91% overall positive talk in social
media.

7. B. Insights into AutoShare - Toronto Market
Competitive study of conversations around AutoShare compared to the
top local competitors - Car2go and Zipcar

8. B1. DASHBOARD INSIGHTS – Share of Voice
November 10, 2011 to May 9, 2012 May 10, 2012 to November 9, 2012
• AutoShare had the most total mentions over the one-year period. In the second half Car2go
jumped to the second place as one of the most talked. It is interesting to note that Car2go started
leading the overall conversations since August (see Trend graph slide 14).
• Zipcar, collecting 88% of the conversations compared to AutoShare in the first semester, dropped
to 63% in the second one with the appearance of the new player (Car2go) (3).

9. B1. DASHBOARD INSIGHTS (Continued)
November 10, 2011 to May 9, 2012 May 10, 2012 to November 9, 2012
1,660 • In terms of overall 4,998
Total Mentions
Total Mentions mentions, there was a
considerable increase in
the number across social
channels when mentions
grew three times from
1,660 to 4,998.
• Clearly, over the whole time looked at, the greatest number of conversations
came from Twitter (92% and 97%).

10. B1. DASHBOARD INSIGHTS (Continued)
November 10, 2011 to May 9, 2012 May 10, 2012 to November 9, 2012
• This detailed breakdown reproduces the main points highlighted earlier.
Column1 Carsharing (All) AutoShare Zipcar Car2go Column1 Carsharing (All) AutoShare Zipcar Car2go
TOTAL MENTIONS 280 717 631 32 TOTAL MENTIONS 721 1,667 1,062 1,548
17% 43% 38% 2% 14% 33% 21% 31%
BLOGS 29 9 17 0 BLOGS 46 11 15 14
53% 16% 31% 0% 53% 13% 17% 16%
FORUMS 24 11 40 15 FORUMS 19 23 24 46
27% 12% 44% 17% 17% 21% 21% 41%
TWITTER 227 697 574 17 TWITTER 656 1633 1023 1488
15% 46% 38% 1% 14% 34% 21% 31%
SENTIMENT 86% 84% 84% 88% SENTIMENT 93% 86% 79% 90%
• The sentiment around Carsharing increased and was favorable.
• All of the conversations around the three brands were positive and had an 80% or higher positive
rating, except for Zipcar where the rate fell in the second period.

11. B2. DEMOGRAPHIC ANALYSIS
Demographic breakdown showing who has been talking about carsharing in
general and about each brand.
Carsharing (All) AutoShare Car2go Zipcar
• Generally speaking, men talked more about carsharing and branded competitors than women.
One of the reasons for these may be that men tend to use carsharing more than women.
• Men were more likely to talk about AutoShare than about the other brands, consequently
woman preferred to talk more about Car2go and Zipcar.
(*) Gender demographics take Twitter into consideration, while from blogs there is not sufficient data to show age demographics.

12. B3. POPULARITY COMPARISON
The graph shows the mention
velocity for the three brands.
• Despite Car2go’s vigorous
irruption and adoption,
AutoShare managed to keep
attracting attention across
social conversations capturing
50% of the highest spikes. On
the other hand, Zipcar rarely
concentrated huge amount of
talks since then.
(*) Blogs, Forums and Twitter

13. B3. POPULARITY COMPARISON – Peak Analysis
• According to the word cloud analysis
around each of the highest speaks for all
competitors, conversations coincided
with promotions (free food, free
membership, free car demo, free drive).
• Car2go was generally talked about in a
positive rating while AutoShare had a
lower favorability.
• Rating declined considerably on July 3rd
when people went critical on
AutoShare’s social media management
and customer service.
• Remarkably, on Car2go’s official launch,
impressions exceeded 174 thousand
(from 28 mentions).

14. B4. OVERALL MENTION TRENDS
This six-month and year-to-date graph represents the total volume of mentions
across all sources
400 500
400
300 300
200 200
100
100 0
0
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12
AutoShare Car2go Zipcar AutoShare Car2go Zipcar
• AutoShare led all social media conversations until July. Since its landing in Toronto, Car2go boosted
conversations dramatically about branded carsharing.
• Car2go received the most talks since August.
• While Zipcar and AutoShare had a similar performance during the first months, Car2go’s boost was
not as pronounced for Zipcar which remained pretty much flat across the entire period.

15. B5. TEXT ANALYTICS
Text analysis of the carsharing industry: Insights are based on mentions results
around each of the brands and general carsharing
The following page illustrates:
- Word cloud analysis for each search along with the top ten most frequently mentioned
words from all sources (1).
- Entity word cloud to see popular phrases that are driving the conversation (2).
(1) Carsharing; sharing; toronto; "car sharing"; "car-sharing" and Toronto have been excluded from word cloud results for each search along with the
brand name (AutoShare; Car2go, and Zipcar) in its corresponding word cloud.
(2) Entities analysis is based on mentions on Twitter.

16. B5. TEXT ANALYTICS (Continued)
• Looking at the general Carsharing conversation
(including brand names) Car2go showed up as
the term used most frequently.
• Both AutoShare and Zipcar appeared in each
others’ word cloud (without any brand
names), showing that the two brands are
talked or compared to each other quite often.
On the other side, Car2go is the only brand
whose competitors are not part of the most
frequently mentioned words.
• The word “free” showed up in all word clouds
representing a 13% of total mentions.
• The term “rt” appeared in all entity word
clouds, meaning that people is spreading
conversations around carsharing and brands to
their followers.
• Only AutoShare’s talks mentioned one of the
type of vehicles their offer (fiat 500).

17. C. Key Conclusions , Recommendations and Future
Opportunities
- Strengthen of social media management
- People is increasingly talking about and customer service.
carsharing (branded and non branded).
- Focus on fleet variety to reach potential
new customers.
- Although still having a strong social
presence, AutoShare is struggling to remain - Keep attracting attention with new
on top of conversations. innovative promotions (“free” – most
frequently mentioned word).
Boost AutoShare social presence using
Fiat500 as the coolest car.

18. Notes:
Boolean Syntax
Boolean queries used to create the data showed in this report:
Q=QUERY
Q1: Generic Carsharing mentions
(carsharing OR “car-sharing” OR “car sharing”)
Q2: AutoShare
(autoshare OR “@autoshare”)
Q3: Car2go
(car2go OR “@car2go”)
Q4: Zipcar
(zipcar OR “@zipcar”)

19. Notes:
References
(Slide 6)
(1) 21,965 mentions (Twitter) + 2,648 mentions (Blogs) = 24,613 mentions (Demographic)
Twitter mentions = 21,965/24,613 = 89.24%
(2) Canada’s population is 11% (Wikipedia) of US’s while conversations in Canada and US: 4,449 vs 20,095. Calculation:
US: Twitter: 21,965*0.81= 17,791,65 / Blogs: 2,648*0.87= 2,303.76
US Total: 20,095
CA: Twitter: 21,965*0.187= 4,107.45 / Blogs: 2,648*0.129= 341.60
CA Total: 4,449.04
(Slide 8)
(3)
Half 1: AutoShare: 43% / Zipcar: 38%. Zipcar gets 88% of AutoShare’s mentions (38%/43% )
Half 2: AutoShare: 33% / Zipcar: 21%. Zipcar gets 63% of AutoShare’s mentions (21%/33%)