SubaruLauren Papasidero
How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media
MEM
BER MEETIN
G 40
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CIALMEDIA.ORG
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SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016
1
How Subaru
Shares the Love
From Its Loyal Fans
and
Uses UGC to Maximize
Organic Social Media
Lauren Papasidero
@LaurPapasidero
2
Who Owns Your Brand’s Social Media Channels?
3
At Subaru, Social is Owned by Public Relations
4
Social Content from Subaru PR is Organic…
NO paid support!
2M+ Fans 350K + Followers 275K +Fans
5
Marketing Occasionally Runs Paid Campaigns
6
Daily Content Comes from PR and is….
7
Earned Social Media is HARD!
9
Our owners LOVE their Subarus
and they love taking pictures of their cars
10
Make it easy for fans to be a part of your story
Easy for fans to experience
Brand’s Story
Easy for fans to add to Brand’s
story
Easy for fans to be a part of
Brand’s story
Inspires fans to share content
11
Subaru social needed to embrace storytelling
Because what we had, wasn’t working.
12
Written word is great, but…
13
Stop them in their scroll? Use multimedia.
14
Leveraging our fans started working and fans
began noticing our use of UGC
15
Fan Photos Kept Coming
16
We listened to fans and noticed a trend…
17
#SubarusandSunsets
18
We noticed other Subaru trends & had to leverage
them
19
#ItsASubieThing
20
ALL OF A SUDDEN,
FANS STARTED
SENDING US ALL
KINDS OF
UNIQUE UGC CONTENT
21
Fans Started Sharing Photos of Their
Children …. So, we created #Subababy and
#FutureFanPhotoFriday
22
Stay timely and current, use what is familiar
23
#WRXmas Prep
Awareness Posts
Starting after Thanksgiving
Multiple Requests for #WRXMAS
Content
18 Days of scheduled #WRXmas
posts BEFORE
12/1!
26
#WRXmas THANK YOU Gifts
27
UGC Works for Organic Content!
VISUAL PERSONALIZED
SNACKABLE SHARE-ABLE
UGC WORKS!
28
Emotions Help Personalize Social Media
Emotions
Engagement
Experiences
29
Best Part About Using UGC….
30
Exclusive Thank-You Gifts
31
Fans Posted Their Gifts and People Took
Notice
32
Using UGC Builds Brand Loyalty and Love
33
It’s Important to Talk to Your Customers
34
Build Relationships and Trust
35
Pay to Play? No! Organic Can Work!
36
For Every Piece of Content You Share…
Why would a fan care?
Why would a fan share the content?
What do they want to
share?
37
EMBRACE YOUR ADIENCES
PERSONA AND OWN IT
38
Summary
• Organic Social Media is NOT dead!
• Pay attention to what your
audience needs and wants
• What resonates with your
audience
• Notice what your audience
engages with and use it!
• Make it emotional
• Involve your audience as often as
you can
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016