1. All of the people who matter to Automotive Jorre Rienstra, Global Marketing Solutions, October 2013

2. Jorre Rienstra Global Marketing Solutions, Facebook 3. The big picture 4. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 Car sales are down 25% compared to 2012 5. Source: CapGemini Cars Online 11-12 and McKinsey The Consumer Decision Journey Initial Consideration PurchaseActive evaluation Numberofvehiclesinconsideration People are considering more vehicles than ever during the shopping process Then Now 6. Traditional marketing channels also present challenges 43% of consumers wait < 1 month before visiting a dealership 7. 3:11 3:49 4:33 5:16 4:24 4:34 4:38 4:31 1:36 1:34 1:32 1:26 0:50 0:44 0:38 0:32 0:45 0:37 0:28 0:20 2010 2011 2012 2013 Digital TV Radio Print Other Digital media consumption is up 65% since 2010 8. and is a 100% driven by mobile 0:26 0:28 0:31 0:36 2:22 2:33 2:27 2:19 0:24 0:48 1:35 2:21 2010 2011 2012 2013 Other Desktops & Laptops Mobile Source: eMarketer US Time Spent with Media, August 2013 9. Mobile = the Primary interface used 25% 37% 25% 6% 7% All Auto Fans NL Desktop Mobile Android Mobile iPhone Mobile iPad Mobile other 37% 28% 21% 6% 8% All Fans NL Desktop Mobile Android Mobile iPhone Mobile iPad Mobile other Source: Facebook internal data 10. But marketers are still spending their budget elsewhere 15% Print OOH 50% TV 5% DM 15% Radio 5% Digital?? 30% 20% of all leads are generated through Facebook with 50% lower CPL 16. Use Facebook throughout the lifecycle People Buy People Shop People Own & Care 17. Use Facebook throughout the lifecycle People Buy People Shop Build Awareness & Consideration People Own & Care 18. You can reach Real People every day 19. Focus on getting your brand message in the News Feed! 20. Real identity means little waste Broad Audience like Women 25-54 FACEBOOK 6% WASTE ONLINE AVERAGE 23% WASTE BROADCAST TV 78% WASTE Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12 21. Narrow Audience like Women 18-34 FACEBOOK 9% WASTE ONLINE AVERAGE 73% WASTE BROADCAST TV 93% WASTE Source: Nielsen OCR and Television Ratings Real identity means little waste 22. Volvo Nederland Facebook extended the campaign reach above that of TV by another 48.8% (TV reach was 27.4%) The ad recall of Facebook was 15% higher than TV Ad recall also performed better amongst male and premium car owners 23. Traditional new vehicle launch approach Source: Jim Farley, Ford GVP of Sales, Marketing, and Service BrandCommunication Consumer Opinion Post-launchLaunchPre-launch Media 24. Launching a new vehicle for 200K Goal Primary: introducing Car X, create awareness/consideration/intent Secondary: generate leads (test drives & brochure downloads) Target group Men & Women 24 44 (3,6 mio users) Budget 200K Timing October December, 12 weeks ? 25. Launching a new vehicle for 200KBrandCommunication Pre-launch (8wk) Push PR content to target group, Fans & FoF Sell inventory of old model with performance campaign 30K Launch (4wk) Use premium and self serve products to reach target audience 2x a week 140K Post-launch (4wk) Set up performance campaigns to convert target group 30K 26. Use Facebook throughout the lifecycle People Buy People Shop Capture In-market Shoppers People Own & Care 27. Sales on Facebook? No way! Met 14% bijtelling en 2.000 euro korting, vraag nu een proefrit aan! De nieuwe Mini Sidewalk Mini.nl 28. Creative is just as important as targeting W 1834 In market Practical Family car W 1834 In market Trendy, work car 29. Tailor messages to reach different segments Old way All potential car shoppers 30. On road or off-road, its got it all. Tailor messages to reach different segments New way Meet the all new 2013 Fasler. http://bit.ly/Qt5lu5 On road or off-road, its got it all. On road or off-road, its got it all. F 1845 Sedan Outdoors 31. Tailor messages to reach different segments New way Meet the all new 2013 Fasler. http://bit.ly/Qt5lu5 Built tough for your peace of mind. Built tough for your peace of mind. Built tough for your peace of mind. F 1845 Sedan Moms 32. Tailor messages to reach different segments New way Meet the all new 2013 Fasler. http://bit.ly/Qt5lu5 More miles per gallon. More pavement to cover. More miles per gallon. More pavement to cover. More miles per gallon. More pavement to cover. F 1845 Sedan Green 33. Skoda NL 65% lower CPL than target! 34. Placement News feed desktop News feed mobile Log-out experience Right-hand side Ad Format Photo Page post ad Link Page post ad Offers Mobile app install ad Domain ad Measurement Click tags View tags Conversion tags Multi-touch attribution Optimization Bidding optimization o Bidded CPC o Bidded CPM o Optimized CPM Creative optimization Targeting Native targeting Custom Audiences Facebook Exchange 35. Use Facebook throughout the lifecycle Shop & buy Build consideration set Own & service Drive Service Revenue and Loyalty 36. Define your brand purpose on Facebook 37. Value of an Auto Fan can be huge $ 1.613 Source: Syncapse Value of a fan study, March 2013 38. Use your email database data to find customers with Custom Audiences Your email database People on Facebook Average range of advertiser match rates 50-95% 39. Increase loyalty through many lightweight interactions over time 40. Mercedes Benz NLFB was able to improve important image statements where as traditional ads over the last decade werent The MB FB page contributes to spontaneous brand awareness and consideration Buying intent higher amongst exposed audiences 41. Content is only as good as how many of the right people it reaches So go beyond your fans and super- engaged users if your objective is to have impact on marketing goals 42. FB Automotive Monitor Reach 278,007 211,619207,892 162,954 140,353 128,173 113,932 72,310 63,554 61,860 57,160 44,503 9,930 2,163 - 50,000 100,000 150,000 200,000 250,000 300,000 Ave Daily Unique Reach YTD Source: Facebook internal data 43. FB Automotive Monitor SOV 17.89% 13.61% 13.37% 10.48% 9.03% 8.25% 7.33% 4.65% 4.09% 3.98% 3.68% 2.86% 0.64% 0.14% Source: Facebook internal data 44. FB Automotive Monitor Penetration Source: Facebook internal data 5.56% 4.23% 4.16% 3.26% 2.81% 2.56% 2.28% 1.45% 1.27% 1.24% 1.14% 0.89% 0.20% 0.04% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% % Penetration 24 - 54 yrs (5.000.000 potential) 45. Automotive KPI setting People Buy People Shop People Own & Care Awareness Opinion Consideration Traffic Leads Sales Parts and service revenue Customer Satisfaction Index Loyalty, retention 46. Key take aways 47. Focus marketing efforts on where your customers spend the most of their time 48. Bring your brand to life on Facebook, just like you do on other channels 49. Tap into our massive reach and targeting capabilities to drive marketing efficiency & ROI 50. Start with setting real business goals 51. Thank you!