Enform Networks Auto Expo 2009 Marketing Performance Seminar - Social Media

Marketing Performance

Auto Expo ‘09 – Presented by Jim Gurieff

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http://www.aaaa.com.au/news.asp?id=50

Marketing Performance – Auto Expo ‘09


Jim Gurieff Started in the automotive aftermarket in 1984 Sales and marketing roles with Fuel Miser, Kelray,

Whiteline Automotive*, Redranger* and Nolathane*. Jim and Enform Networks consult to a number of

companies and brands. Specialising in social media, viral and electronic

marketing. What’s possible? 50% of brand sales outside of Australia

with no advertising outside of Australia.*Director or shareholder

Marketing Performance

The Brands



To show you what is possible and do-able.

Why Performance?



Performance as a % of Total Market

10.00%11.00%12.00%13.00%14.00%15.00%16.00%17.00%18.00%

1999 2000 2001 2002 2003 2004 2005 2006 2007

US Data - SEMA 2009

Compact Performance market trends in the USA

Why Performance?



Performance as a % of Total Market

10.00%11.00%12.00%13.00%14.00%15.00%16.00%17.00%18.00%

1999 2000 2001 2002 2003 2004 2005 2006 2007

US Data - SEMA 2009

Compact Performance market trends in the USA 47%of total

Why Performance?



Performance, Racing & Tuning Council 2007 Survey

Why Performance?



Performance, Racing & Tuning Council 2007 Survey

Represented here today

Clutch Industries



What is Social Media?Social media is online content created by people or groups of people. Connections



◦Social = society or people, not “party”◦Two-way, C2C or “Customer 2 Customer”◦Internet & mobile have lead to exponential growth◦Share opinions, experiences, news & information◦Viral marketing = viral replication of information◦Web 2.0 is tag for social media enabling technology

What is Social Media?



Predicted to rule

Social media is online content created by people or groups of people. Connections

◦Social = society or people, not “party”◦Two-way, C2C or “Customer 2 Customer”◦Internet & mobile have lead to exponential growth◦Share opinions, experiences, news & information◦Viral marketing = viral replication of information◦Web 2.0 is tag for social media enabling technology

EcuTek



Why is Social Media important? 6.5 mil Australians belong to an online social network in 2008* 75% used YouTube, up from 64% in 2007* 69% used Facebook, up from 37% in 2007* 57% used online video to help with purchase decision* 52% think companies need to find news ways to allow consumers

to connect with them* Top Sales Influencers – 35% Broadcast (1-way) Media vs 39% for

Social (2-way) Media. Also word-of-mouth#

Gen Y (18-25 year old) – average 12 hours per week on internet vs 10 hours watching TV #. What do they read, watch or listen to?

Connection, ripple effect and viral replication. Promoting word of mouth and connecting with the “usomer”



*Nielsen Online research reported in Australian Feb ’09# Online Marketing Connect – via SEMA Webinar Jan ‘09

You, Performance & Social Media

Social Media and Performance Markets are growing Main target market (18-45 yo) is more tech savvy and online An essential component (not the only one) of your advertising &

promotion strategy. Ideal for small business, very cost effective. Customers tell an average of 3 people about a product or service

they like and 11 about one they don’t*



*Viral Marketing – Wikipedia

“.... the leading venues for buying parts are retail store websites (42.15% of all purchases). Much of the research they do is conducted online through websites, forums (specifically tech forums), chat rooms and other online communities.” 2006 Compact Performance Market Report – SEMA USA

What should I do now? Follow your interests, get online, connect and join

the community(s) and associations like PRTC Take it seriously, when do you answer the phone? Get a web page, maintain content & use it. Think Content and Connection not Bling. Connect with these brands, talk to them regularly. Use word-of-mouth, doesn’t have to be online. Build connections with customers and potential

influencer’s.



The job is the same, the tools are just better.

Ferodo



Go Fast Bits



Redranger



eEMOTIV.com



The Brands



“The demand for conversation with and by brands and organizations is being initiated by consumers. 85% of Americans believe that in addition to being present, companies should interact with customers via social media It is those brands that react, activate and engage that will benefit, especially in tough times.” Cone Consulting, 2008 Business Social Media Study.

The Brands and Your Business



“The demand for conversation with and by brands and organizations is being initiated by consumers. 85% of Americans believe that in addition to being present, companies should interact with customers via social media It is those brands that react, activate and engage that will benefit, especially in tough times.” Cone Consulting, 2008 Business Social Media Study.

Your business is a brand

With thanks to…


http://www.aaaa.com.au/news.asp?id=50

Enform Networks Auto Expo 2009 Marketing Performance Seminar - Social Media

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