An Automotive Strategists Look at Twitter

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How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people) May 20, 2009 Chris Baccus

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An analysis of what is going on in the automotive industry on Twitter and how brands are finding Twitter as a way to engage consumers, advocates, and others in their marketing efforts.

Transcript of An Automotive Strategists Look at Twitter

Page 1: An Automotive Strategists Look at Twitter

How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people)May 20, 2009

Chris Baccus

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Social Media ParticipationJunkie

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What is Twitter in One Dumb Slide

140 word micro-blogging site

You can “follow” friends, co-workers, brands, celebrities, “experts”, and a lot of people you don’t know

It can be about sharing mundane nonsense, but that is pointless

It’s more about sharing knowledge, interesting finds, and bit-sized thoughts

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Twitter Stats

Twitter Traffic Grows 1,382% In A Year (Feb. 08 vs. Feb. 09)

17 million unique visitors in April 2009

Ranks as third largest social network

Average user spends 7.9 minutes a day

53% of users are female

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Twitter U.S. Adoption

60% of Twitter users fail to return in one month.

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Index of Twitter Users by Age Group

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My First Few Weeks

Followed a bunch of “social media experts”

Insight: Massive Diminishing Return. Follow no more than 3

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Finally Some Good Advice

Need to answer: Why are you on Twitter?

Professional Reason: To engage better with automotive minded people, brands, experts to gain marketing insights or trends and to promote my Auto Marketing Blog.

Personal Reason: I love talking cars

Insight: Find people who share your interests

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Communicate Effectively

Communicate value

It’s okay to promote your blog just don’t ONLY do that

Don’t just share links - share why

Insight: Remember everything you say is public

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My Tweet Cloud

I average 5.7 Tweets per day

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My “Follow” Strategy

Insight: If you don’t find value, purge

Followed auto brands, dealers and publications

Sometimes followed commentators who engaged with those accounts

Followed people and websites I frequented

Purged banal users and “copy/paste cats”

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Why are they following me?Why are they following me?Why are they following me?

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How I Engage

FlockTweetieTweetGridBigTweet

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Autos on Twitter

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Some of My Favorite Auto Follows

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Auto Public Relations on Twitter

Hailed as an effective way to monitor reputation, buzz, opinions, trends

Comcast and JetBlue are the darlings of PR Twittering

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Auto Community on Twitter

A chat all about cars, every Wed. Night from 8-10pm EST

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Auto Contest Buzz - Nissan Cube Canada

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Contest Effectiveness

Too Early to Tell Negative: Most of the banter is less about the brand and more about

those wanting to get votes for a contest

Positive: Some coverage is done by traditional and online media that gets the brand mentioned in new ways

Buzz Measures Misleading: When analyzing the success of a contest try to isolate discussions about the product, campaign, and brand to gage if it was a success.

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Who Is Using Twitter Most Effectively for Marketing?

My Vote: Volvo XC60

Why? Promotion of ride and drive events, engages with community, searches for those commenting on Volvo, shares information beyond

just their launch.

Extra-Credit…

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Volvo’s YouTube Twitter Ad

Used DoubleClick's rich media dynamic data feed capability

Largest expandable unit ever placed on YouTube's home page

Volvo is about humanity. Twitter is about humanity.

http://www.thevolvotwitterad.com/

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An Effective Campaign Using Twitter

1. Initial Goal: Stay connected to intenders by promoting test-drive events

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An Effective Campaign Using Twitter

2. Found Natural Ways to Engage with Twitter Community

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An Effective Campaign Using Twitter

3. Engagement in Volvo Related Tweets in a Welcoming Manner

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And Lastly… Twitter is not a Strategy

Strategy

Message

Delivery

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Questions?

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Thank YouChristopher Baccus

http://www.automarketingblog.com