social media research driving automotive marketing

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1 Webinar For Webinar Audio Dial: 1-219-509-8222 Access code: 122078 Nathan Scripps Automotive Lead [email protected] Social Media Research Driving Automotive Marketing 1 Questions? [email protected]

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Brief overview of how the automotive industry is using social media, as well as what companies, car dealers, manufacturers, and ad agencies can learn about consumers from public social network information.

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Page 1: Social Media Research Driving Automotive Marketing

1

Webinar

For Webinar AudioDial: 1-219-509-8222Access code: 122078

Nathan ScrippsAutomotive Lead

[email protected]

Social Media ResearchDriving Automotive Marketing

1Questions? [email protected]

Page 2: Social Media Research Driving Automotive Marketing

• Social Overview

• Industry Examples

• Learning about your customers

• Creating one-off conversations

• Understanding social context

• Q & A

Agenda

2Questions? [email protected]

Please email questionsduring webinar to

[email protected]

Page 3: Social Media Research Driving Automotive Marketing

Everything is Going Social

3Questions? [email protected]

Facebook now accounts for 25% of online pageviews in the United States

(vs. Google’s 8%).

Business Insider, Oct 2009

Two-thirds of the world’s Internet population visit social networking

sites, accounting for 10% of all time spent online.

Nielsen, 2009

US Online Social Network Users by Age in 2008 & 2013 (in millions)

Source: eMarketer, February 2009

As young people become consumers, ‘social’ becomes pivotal

Page 4: Social Media Research Driving Automotive Marketing

Sample of Social Sites

4Questions? [email protected]

Social Networks Commerce Blogging

Bebo LiveJournal Amazon WordpressBlackplanet Metroflog Amazon Wishlist VoxCafeMom Multiply CostcoCare2 Myspace Hotels.com NewsFacebook MyYearbook TigerDirect NY TimesFlickr Plaxo LA TimesFlixster Stumbleupon Media Washington PostFriendster Tagged DailyMotionHi5 Twitter Pandora OtherHyves Photobucket NBA.comPerfspot Playlist Match.comLinkedIn Youku Zimbio

Page 5: Social Media Research Driving Automotive Marketing

Niche Automotive Communities

5Questions? [email protected]

Catering to owners, women, shoppers, enthusiasts, tuners, and dealers

Page 6: Social Media Research Driving Automotive Marketing

Listen to Likely Buyers

6Questions? [email protected]

Page 7: Social Media Research Driving Automotive Marketing

Leverage Facebook Fans

7Questions? [email protected]

Page 8: Social Media Research Driving Automotive Marketing

Engage Brand Advocates

8Questions? [email protected]

Page 9: Social Media Research Driving Automotive Marketing

• Name • Age • Gender• Location • Occupation / Title• Company• Industry • Education

Data Shared on Social Sites

Demographics• Earliest known activity• Latest known activity• Social network data:

• Membership• Profile URLs• Photo URLs

• Twitter data• Followers• Following

• Tweets analysis

Online Activity• Friend count on each social network• Friend connections

Social Graph

• General interests• Favorite movies• Favorite TV shows• Favorite sports• Favorite books• other

Interests

More options with low fill rate

9Questions? [email protected]

Page 10: Social Media Research Driving Automotive Marketing

Learn about your Customer

10Questions? [email protected]

Searching

Scanning

Streaming

Low volume solution, the cost comes in man hours

Page 11: Social Media Research Driving Automotive Marketing

Speeding up the Search

11Questions? [email protected]

Multi-source Searching

Multi-site Summary

Medium volume solution, low cost, huge time savings

Page 12: Social Media Research Driving Automotive Marketing

Higher Volume Solutions

12Questions? [email protected]

Page 13: Social Media Research Driving Automotive Marketing

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Aggregate View

Questions? [email protected]

Page 14: Social Media Research Driving Automotive Marketing

14

Campaign ‘Before & After’ Views

Periodically monitor the changes in your audience’s social traits

Questions? [email protected]

Page 15: Social Media Research Driving Automotive Marketing

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Plan by Vehicle/ Location/ etc

Target your media buys and creative executions by site by segment

Questions? [email protected]

Car% Customers

on Social Networks

% on MySpace

% on Facebook

Total % on MySpace & Facebook

TotalFriends

Avg Friends / Customer

Avg Age

F/M Ratio

car1 60.6 35.2 30.7 45.7 375,490 103 29.3 56/44car2 55.4 30.5 37.1 39.5 330,614 81 30.9 65/35car3 51 37.5 28.2 38.5 297,613 86 28.4 43/57car4 50.2 30.6 25.1 38.3 276,893 100 30.4 44/56car5 48.9 28.7 27.2 38.2 267,226 90 32.4 45/55car6 46 27.4 26.4 37.4 247,122 77 33.7 30/70car7 35.4 18.4 13.5 26.3 199,678 73 31.9 21/79car8 34.4 15.6 15.6 25.7 224,249 78 32 42/58car9 28.2 15 16.2 25.6 239,173 77 34.5 46/54

car10 25.2 14.3 17.4 25.4 241,020 73 34.7 32/68

Page 16: Social Media Research Driving Automotive Marketing

Individual View

16Questions? [email protected]

Characteristics can change conversation.

Is the message different for someone with 5,000 friends than someone with 5?

Page 17: Social Media Research Driving Automotive Marketing

17

‘See’ the Audience

Visualize the audience for which you are developing a creative strategy

Questions? [email protected]

Page 18: Social Media Research Driving Automotive Marketing

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Audience Segmentation

New and unique ways to segment your audience for strategy and execution

Questions? [email protected]

Page 19: Social Media Research Driving Automotive Marketing

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Identify Super Users

Your most connected, most vocal customers should be brand advocates

Questions? [email protected]

Page 20: Social Media Research Driving Automotive Marketing

Social Circle View

20

• Report or API

• Returns list of emails for connections within audience

• Identify social groups within your audience– Scale points to influential

groups or users– Similar actions typically occur

throughout social groups– API Access allows you to match

new users to existing groups

Questions? [email protected]

Page 21: Social Media Research Driving Automotive Marketing

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Contextual Relevance

Match message to the social context in which your brand exists for that shopper

Questions? [email protected]

Page 22: Social Media Research Driving Automotive Marketing

Social Ads

22Questions? [email protected]

Combine characteristics & connections to create engaging, personal content

Page 23: Social Media Research Driving Automotive Marketing

Q & A

23Questions? [email protected]

Please email questionsto [email protected]

The slides will be emailed to all registered attendees;

If you are unregistered, please email me for the slides.