Monthly Archives: December 2008

Social Media in Action – Peter Pan BMW Case Study

Thursday December 11th, 2008

Yesterday evening Bay Area BMW M3 enthusiast, Nadina posted a detailed account of an appalling customer service experience with Peter Pan BMW of San Francisco. The post, My Letter to the Chairman of The BMW Group, was left on her Facebook Notes page.

She then sent this out to her 367 Facebook friends – who were suitably incensed by hearing of Nadina’s experience, that they immediately began to comment, share and re-post.

Links to this post were then placed on other Facebook interest groups:

So in a matter of minutes a communication was sent out to over 133,000 potential BMW buyers.

Nadina also posts on Twitter under the ID djnadina and also NadinaTalukdar – she has a further 100 followers there.

In addition to Facebook and Twitter, she also has the option to post on the following forums:

  • The M Forum with (the board was down at the time of writing so this is currently unknown)
  • M3 Post with Threads: 159,521, Posts: 3,664,910, Members: 47,527
  • BMW M3 Forum with Threads: 231,934, Posts: 3,480,721, Members: 96,532
  • BMW M3 on Roadfly (I can’t find statistics on this forum)

In addition to this audience of over 250,000 self-certified BMW fans and owners, Nadina will be sending this letter to a very large number of folks at BMW:


Dr. – Ing. Norbert Reithofer, Chairman of the Board of Management, BMW Group


BMW Group Board of Management
Frank-Peter Arnd, Production
Dr. – Ing. Herbert Diess, Purchasing and Supplier Network
Dr. – Ing. Klaus Draeger, Development
Dr. Friedrich Eichiner, Finance
Dr. Michael Ganal, Member of the Board of Management
Harald Krüger, Human Resources and Industrial Relations
Ian Robertson, Sales and Marketing

BMW Group Supervisory Board
Manfred Schoch, Deputy Chairman
Stefan Quandt, Deputy Chairman
Stefan Schmid, Deputy Chairman
Prof. Dr. Jürgen Strube, Deputy Chairman
Ulrich Eckelmann
Bertin Eichler
Franz Markus Haniel
Prof. Dr. Reinhard Hüttl
Susanne Klatten
Dr. Karl-Ludwig Kley
Prof. Dr. Renate Köcher
Willibald Löw
Prof. Dr. rer. nat. Dr. h. c. mult. Hubert Markl
Wolfgang Mayrhuber
Werner Neugebauer
Franz Oberländer
Anton Ruf
Maria Schmidt
Werner Zierer

BMW North America
Jim O’Donnell, Chairman and CEO of BMW (US) Holding Corp.
Tom Kowaleski, Vice President of Corporate Communications for BMW of North America, LLC
Tom Salkowsky, Manager, BMW Corporate Communications for BMW of North America, LLC

Penske Automotive Group
Roger Penkse, Chairman of the Board and CEO
Robert H. Kurnick, Jr., President
Robert O’Shaughnessy, Chief Financial Officer, Executive Vice President – Finance
Calvin C. Sharp, Executive Vice President – Human Resources
Shane M. Spradlin, Senior Vice President, General Counsel and Secretary
George Brochick, Executive Vice President – West Operations
Anthony R. Pordon, Senior Vice President – Investor Relations
Nancy Vermillion, Corporate Communications Specialist

The Better Business Bureau of the Golden Gate and Northern California

Peter Pan BMW Management
Paul Dadsetan, General Sales Manager

Let’s see what happens next… watch this space.