Automotive marketing using twitter v2


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Automotive marketing using twitter v2

  1. 1. How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people) May 20, 2009 Chris Baccus
  2. 2. Social Media Participation Junkie
  3. 3. What is Twitter in One Dumb Slide <ul><li>140 word micro-blogging site </li></ul><ul><li>You can “follow” friends, co-workers, brands, celebrities, “experts”, and a lot of people you don’t know </li></ul><ul><li>It can be about sharing mundane nonsense, but that is pointless </li></ul><ul><li>It’s more about sharing knowledge, interesting finds, and bit-sized thoughts </li></ul>
  4. 4. Twitter Stats <ul><li>Twitter Traffic Grows 1,382% In A Year (Feb. 08 vs. Feb. 09) </li></ul><ul><li>17 million unique visitors in April 2009 </li></ul><ul><li>Ranks as third largest social network </li></ul><ul><li>Average user spends 7.9 minutes a day </li></ul><ul><li>53% of users are female </li></ul>
  5. 5. Twitter U.S. Adoption <ul><li>60% of Twitter users fail to return in one month. </li></ul>
  6. 6. Index of Twitter Users by Age Group
  7. 7. My First Few Weeks <ul><li>Followed a bunch of “social media experts” </li></ul>Insight: Massive Diminishing Return. Follow no more than 3
  8. 8. Finally Some Good Advice <ul><li>Need to answer: Why are you on Twitter? </li></ul><ul><li>Professional Reason: To engage better with automotive minded people, brands, experts to gain marketing insights or trends and to promote my Auto Marketing Blog. </li></ul><ul><li>Personal Reason: I love talking cars </li></ul>Insight: Find people who share your interests
  9. 9. Communicate Effectively <ul><li>Communicate value </li></ul><ul><li>It’s okay to promote your blog just don’t ONLY do that </li></ul><ul><li>Don’t just share links - share why </li></ul>Insight: Remember everything you say is public
  10. 10. My Tweet Cloud I average 5.7 Tweets per day
  11. 11. 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”
  12. 12. Why are they following me? Why are they following me? Why are they following me?
  13. 13. How I Engage <ul><li>Flock </li></ul><ul><li>Tweetie </li></ul><ul><li>TweetGrid </li></ul><ul><li>BigTweet </li></ul>
  14. 14. Autos on Twitter
  15. 15. Some of My Favorite Auto Follows
  16. 16. Auto Public Relations on Twitter <ul><li>Hailed as an effective way to monitor reputation, buzz, opinions, trends </li></ul><ul><li>Comcast and JetBlue are the darlings of PR Twittering </li></ul>
  17. 17. Auto Community on Twitter A chat all about cars, every Wed. Night from 8-10pm EST
  18. 18. Auto Contest Buzz - Nissan Cube Canada
  19. 19. Contest Effectiveness <ul><li>Too Early to Tell </li></ul><ul><li>Negative: Most of the banter is less about the brand and more about those wanting to get votes for a contest </li></ul><ul><li>Positive: Some coverage is done by traditional and online media that gets the brand mentioned in new ways </li></ul><ul><li>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. </li></ul>
  20. 20. Who Is Using Twitter Most Effectively for Marketing? <ul><li>My Vote: Volvo XC60 </li></ul><ul><li>Why? Promotion of ride and drive events, engages with community, searches for those commenting on Volvo, shares information beyond just their launch. </li></ul><ul><li>Extra-Credit… </li></ul>
  21. 21. 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.
  22. 22. An Effective Campaign Using Twitter <ul><li>Initial Goal: Stay connected to intenders by promoting test-drive events </li></ul>
  23. 23. An Effective Campaign Using Twitter <ul><li>2. Found Natural Ways to Engage with Twitter Community </li></ul>
  24. 24. An Effective Campaign Using Twitter <ul><li>3. Engagement in Volvo Related Tweets in a Welcoming Manner </li></ul>
  25. 25. And Lastly… Twitter is not a Strategy Strategy Message Delivery
  26. 26. Questions?
  27. 27. Thank You Christopher Baccus
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