Post on 21-Apr-2017
Growing [Auto Brand’s] Brand Through Social June 2013
Having a social strategy as part of your integrated marketing plans is key for success
Why We’re Here
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The Path to Purchase Responding to Consumers 2013 Trends & Innovation Next Steps
Google Confidential and Proprietary
The Path to Purchase
52% of car owners change brands when buying a new vehicle
Source: Polk Google Confidential and Proprietary
An Opportunity to Influence the Moments that Matter
only
20% buy the first vehicle they research
63% of new car buyers have an initial brand in mind before they start researching, but...
Source: Polk Google Confidential and Proprietary
The Path to Purchasing a Car is Increasingly Social
Source: emarketer, accenture
PURCHASE
21% of auto purchase decisions are influenced by social media – more than any other industry
33% of social network
users follow Auto brands to get advice
on purchases
=
75% of vehicle buyers find social networks useful
94% of Americans are likely to
turn to social media when buying a car
Google Confidential and Proprietary
76% of consumers feel that the auto sector significantly lags other retail industries in the use of digital media tools such as video and 360-degree tours
Source: accenture Google Confidential and Proprietary
Responding to Consumer Behaviors
Customers are changing their online behavior, so dealers and automakers need to adjust their strategies to meet those customers where they are online and with the information they’re looking for. Kate Bullach VP Marketing & Communications FordDirect
Source: emarketer Google Confidential and Proprietary
US Automotive Industry Adjusts Media Mix
-25.6%
26%
-13.8%
-13.4%
-8.6%
Digital
Newspapers
Radio
Television
Directories
Source: eMarketer
Ad Spending Growth, 2013 % change vs. prior year
Google Confidential and Proprietary
Online Ad Spending is on the Rise
$3.52 $4.35
$5.58 $6.34
$6.90 $7.44
0
2
4
6
8
2011 2012 2013 2014 2015 2016
billions
Source: eMarketer Google Confidential and Proprietary
The Digital Shift
0%
20%
40%
60%
80%
Source: Nielsen
Channel Growth, 2013 % change vs. prior year
Google Confidential and Proprietary
2013 Key Trends & Innovation
Key Trends in Auto
It’s The Year of Brand
Advertising
Brands Don’t Sell Brands, People Sell
Brands
Think Globally,
Act Locally
Focus on a Younger Audience
Google Confidential and Proprietary
Trend 1: The Year of Brand Advertising
Marketers Focus on Brand Advertising
63% of marketers expect to increase online brand advertising budgets in 2013 vs. only 51% who plan to increase direct response Brand
Advertising 40% Direct
Response 60%
2013 Digital Spend by Objective Automotive Industry
Source: eMarketer Google Confidential and Proprietary
Auto Brands are Fiercely Consistent Across Channels
Google Confidential and Proprietary
BMW Engages Consumers with Aspirational Content
As an aspirational brand....we’re constantly looking at types of content—lifestyle content, cultural content and more product-focused content, such as technology or design stories. Keeping our fan base in the know about all things BMW is at the core of what we’re trying to do.
Kate Alini Social Media & Emerging Technologies
BMW of North America
Album received 400k+ likes and 65k+ shares; contest had
1,500 video entries
Google Confidential and Proprietary
Rapping Parents are Viral Video Gold
“The Motherhood", promotes the British release of the Fiat 500L and has received over 4M views.
Google Confidential and Proprietary
Kia’s Hamster Commercial Goes Viral
Watch Video
A funny, weird and provocative viral-worthy video that captured Kia’s brand identity tagline…a new way to roll.
Google Confidential and Proprietary
Smart Car Defends Brand Image with Poop Tweet
. Watch Video
Source: http://industry.shortawards.com
22M+ Impressions
1,755% growth in Twitter followers
27% Increase in positive sentiment
Wildfire customers vs. industry standards
In just 3 days, the tweet generated
Google Confidential and Proprietary
Trend 2: Brands Don’t Sell Brands, People Sell Brands
Google Confidential and Proprietary
Timothy Mahoney EVP, Chief Product and Marketing Officer Volkswagen America
Source: http://www.bu.edu/
We can do all the amazing advertising in the world, but if a friend or a family member tells you their story, it has a higher level of credibility.
Google Confidential and Proprietary
Source: emarketer, April 2011
Source: eMarketer, April 2011 Source: eMarketer, April 2011
Source: eMarketer, April 2011
Car owners who are fans of their manufacturer are stronger advocates than those who aren’t, and are able to share their recommendations with
3x more people than the average Facebook user
Source: http://www.dealermarketing.com Google Confidential and Proprietary
Source: eMarketer, April 2011 Source: eMarketer, April 2011
Source: eMarketer, April 2011
Readers of consumer-generated reviews and “forums” on Edmunds.com, the automotive site, are
590% more likely to buy a vehicle than average site visitors.
Source: edmunds.com Source: eMarketer
Google Confidential and Proprietary
Collaborative Car Configurator by Prius
Car shoppers get immediate input on their potential purchase by inviting family and friends to a Google+ Hangout interactive video chat.
Google Confidential and Proprietary
Nissan Gets Geneva Motor Show Attendees to Amplify Brand .
. When guests swiped their badges at one of 14 activation points, information was instantly posted to social networks
Google Confidential and Proprietary
Ford Uses Crowdsourcing to Release the 2014 Fiesta
Social campaigns in 130 countries since Inception in 2008
300K
Source: http://www.forbes.com
The 2009 Fiesta crowd-sourcing campaign generated 1.8M Facebook fans and 206k Twitter followers – reinforcing that consumers value other consumers testimonials. Ford spent only 10% of what a traditional new-car launch would have cost while still driving 40%+ in awareness and sales of 10,000 units in the first six days of the launch.
Google Confidential and Proprietary
Trend 3: Focus on Young Drivers
Google Confidential and Proprietary
More than nine of 10 millennials -- "Generation Y" babies born between 1980 and 2000 -- turn to the Internet when shopping for a new car or truck
Source: http://nbcnews.com Google Confidential and Proprietary
Millennials are Using Phones to Connect
Google Confidential and Proprietary
Source: eMarketer, April 2011 Source: eMarketer, April 2011
Source: eMarketer, April 2011
Source: The role of Internet in the New Car Purchase, Google
Social Channels, Like YouTube, Can Deliver a Massive Number of Millennials
Watch Video
Six of the top twenty most-watched advertisements on YouTube of all-time are automotive related
Google Confidential and Proprietary
Mercedes’ “Generation Benz”
Mercedes created a social community of 20- and 30-something customers, dubbed "Generation Benz," whom Mercedes marketing teams regularly consult about habits and preferences.
Google Confidential and Proprietary
Dodge Dart Registry, a First-Ever Crowd-Funded Platform for Car Buyers .
.
Source: http://therealtimereport.com
Since its launch, over 6,000 people have participated in this social experiment by signing up for their own Dart Registry.
Google Confidential and Proprietary
Trend 4: Think Globally, Act Locally
Google Confidential and Proprietary
31% of car buyers indicated they would likely interact on Facebook with the dealership they purchased from, if that ability were available
36% of buyers make maintenance decisions based on social media
Source: http://drivingsales.com
Google Confidential and Proprietary
Ohio Dealership Connects the Ford Brand with the Local Community
We build expectations, relationships and trust through online dialogue, knowing that if we successfully accomplish all three, we will be first in the customer’s mind when it comes time to service or purchase a vehicle.
Google Confidential and Proprietary
Advantage Nissan Shifts to Social Marketing & Drives Sales
Advantage Nissan used to spend $25,000 monthly on weekly newspaper, radio and TV advertising. Now the team spends $8,000 on digital ads and social marketing, which results in 68% of business starting online
Source: http://drivingsales.com Google Confidential and Proprietary
Discussion & Next Steps