theriseofdriventodisruption:34TableofContentsIntroductionandMethodology4TalkingShop7BrandLove9TopicDashboard11TheCompetitiveLandscape13AudienceAnalysis15Conclusion18IntroductionThestoryofTesla,Inc.isoneofthemostintriguingandunprecedentedcompanytalesinAmericancommercialhistory.Inlessthantwodecades,Tesla—ledbyitsimpossiblybig-thinkingCEO,ElonMusk—hasgonefromtheepitomeofaSiliconValley‘moonshot’tooneofthecountry’smostpromising,ambitious,andrespectedcarcompanies.Orisitatechcompany?Oranenergycompany?Indeed,Tesla’sgenre-bendingidentityisoneofitsmostessentialcharacteristics.ThereisnoprecedentforwhatTeslaistryingtodo,noroadmapforitsfutureevolution.EvenifwearetofocussolelyonTesla’sautomotiveambitions(whichismissingabigpartofthepicture),weareleftwithoneofthemostfar-reachingandcomplexcompaniesontheplanet.Isitfocusedonbringingtheeco-friendlycarintothemainstream?Orareitssightssetonmakingdriverlesscarsareality?WhateverthecasemaybeforTesla’sfuture,onethingisalreadycertain:Thecompanyhasstruckachordwithconsumers.PeoplecannotseemtotalkaboutTeslaenough.Especiallyonsocialmedia.AsTesla’sbrandcementsitselfintheindustry,andinsertsitselfintotheglobalcarconversation,socialmediabecomesanincreasinglypowerfulwaytounderstandthecompany’spast,presentandfuture.Inthisreport,weanalyzethesocialmediaconversationsurroundingTeslatobetterunderstandthebrandithasforged,thefeaturesthatmostexciteconsumers,andhowthisconversationtranslatesintosales.Thisreportisdividedintothreemainsections:•TheriseofTeslabuzzonsocialmedia•HowpeoplefeelaboutTesla•WhoistalkingaboutTesla56There’snodenyingthatTeslaisabuzzworthycompanyandcommontopicofdiscussion—buthasitsriseinpopularitycorrelatedtoariseinsales?TeslaSalesConversationisonething,butisthecompany’sriseonlyaboutbuzz?Tofindout,wecomparedtheconversationvolumeaboutTeslaonsocialandplotteditagainstactualsalestotals.Theresultswereclear:TheriseofTeslaconversationonsocialiscloselymirroredbyacommensurateriseinsales.It’sclearthat,overthelast6years,Teslahasachieve...
