Category Playbook

The web isreorganizingaround people

Auto brands can build around people on Facebook

Auto brands who build around people drive results

Automotive Marketing Has Always Been a Mix of Paid, Owned, and Earned Media

TelevisionPrint

Outdoor

Vehicle WebsitesEmail Newsletters

Organic Search

OPENDealer Showrooms

Auto Shows & Events Word of MouthRecommendations

Online ReviewsAuto Research Sites

OwnedPaid Earned

Online DisplayPaid Search

Earned Media Impacts Brand Opinion but is Difficult to Plan & Scale

Awareness

Opinion

Consideration

Intention

Sale

Word of Mouth

TelevisionPrint

Outdoor

Model WebsitesAuto Research Sites

SearchDealer Visits

Auto ShowsEvents

Owner Prospect

Marketing Mix

Gap

• Index of importance of WOM on auto purchase vs. other categories = 133

• 71% of new vehicle buyers consult family or friends when purchasing a new vehicle

Facebook Enables Auto OEM’s to Create Word of Mouth at Scale

1 = Based on a survey of a large auto advertiser with ~50M friend of connection audience2 = Average of results from surveys of 3 fan bases of major auto brands3 = Based on survey on a large auto advertiser’s fan base

Fan base (Owners)70-75% own or used to own the brand they fanned2

78% are likely to recommend their vehicle to a friend

Friends of Fans (Prospects)26% Plan to purchase within 12 months1

40% Indicate recommendations from friends are the most important factor in their decision1

Facebook Research500M+ Facebook

Users

Owner Prospect

Step 1: Connect with Your Owners

OwnedPaid

Earned

OwnedMarketplace CPC &

Premium AdsSocial Plugins on Brand

& Owners’ Website Owner Communication

News Feed Story to Fan’s ~170

Friends

Like

Step 2: Engage Owners with Publishing, Events, & Marketing Programs

Owned OwnedPage Publishing• New Product Info• Sponsored Events• Vehicle Tips

EarnedNews Feed Story

to Fan’s ~170 Friends

Branded Applications• Vehicle Configurator• Owner Loyalty

Program• Refer-a-Friend

ProgramFans (Owners)

Friends of Fans (Prospects)

Step 3: Build Opinion with Prospects

500M+ Facebook UsersFriends of Fans (Prospects)

My friend likes this brand

Sponsored Stories

Mike is a fan of your brand

Your BrandLike

Paid 500K Owners

~60M Prospects

Earned & PaidFriend of

Connection Targeting

Sponsored Stories• Likes• Check-ins• Application

Stories

Vehicle Launch Strategy

LAUNCH POST-LAUNCHN+6

Connecting with Owners

Marketing to

Owners’ Friends

Building Awareness

PRE_LAUNCHN-6

Marketplace CPC

Social Plugins, Owner Communication

Sponsored Stories: Brand Likes & Application Stories

Friend of Connection Targeting

Target or Reach Blocks

FOC FOC

“Always On” Strategy Will Build Opinion via Earned Media Throughout Product Launches

Consumer Interest

LAUNCHPRE-LAUNCH POST-LAUNCH

Bran

d Co

mm

unic

atio

ns

Media

Consumer Opinion

Source: Jim Farley, Ford GVP of Sales, Marketing, and Service, 2010 AdAge Digital Conference

Owner Prospect

Convert Friends of Owners on Your Website

Owned OwnedFacepile & Like Button Social Plugins on Vehicle Sites• Increases site conversion• Decreases bounce rate• Sparks on and offline

conversations

Share functionality Built into Key Website Functions• Enables prospects to ask

friends’ opinions by sharing their activities

• Example: vehicle configurations

Brand or Model Home Page

Vehicle Configurator

Map Your Models on the Social Graph Without Creating a Facebook Page

OwnedModel Site

PaidOwnedPublish to Fans Advertising to Friends of

Fans

The web isreorganizingaround people

Businesses arereorganizingaround people

Auto brands who build around people drive results

52% Increasein share of in-market SUV shoppers

Launching a New Product

Building a Social Brand Strategy

5.7 MillionPeople Connected Through Honda Love

11,300+Auto Biographies stories submitted

Engaging Owners

Combining TV + Facebook

13% IncreaseIn Brand Awareness