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Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
Social Media 101 for the Automotive Industry
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Social Media 101 for the Automotive Industry

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  • 1. SOCIAL MEDIA 101 FOR THE AUTOMOTIVE INDUSTRY
  • 2. <ul><li>According to the standard encyclopedia definition: </li></ul><ul><li>“ Social media is the sharing and discussion of </li></ul><ul><li>information by humans.” </li></ul>WHAT IS SOCIAL MEDIA?
  • 3. <ul><li>In simpler terms, it’s the </li></ul><ul><li>conversation neighbors </li></ul><ul><li>have had with each for </li></ul><ul><li>years, just in a format </li></ul><ul><li>that allows more than two </li></ul><ul><li>people to benefit and </li></ul><ul><li>learn! </li></ul>WHAT IS SOCIAL MEDIA?
  • 4. <ul><li>Potential benefits of social media: </li></ul><ul><ul><ul><li>More engaged target audience </li></ul></ul></ul><ul><ul><ul><li>Turn supporters into ambassadors </li></ul></ul></ul><ul><ul><ul><li>Additional fundraising opportunities </li></ul></ul></ul><ul><ul><ul><li>Reduce customer service expenses </li></ul></ul></ul><ul><ul><ul><li>Communicate efficiently with target audiences </li></ul></ul></ul>WHY SHOULD I CARE?
  • 5. SOCIAL EXPLOSION <ul><li>Six out of top 10 websites are social sites </li></ul><ul><li>Six out of 10 Internet users view consumer generated content </li></ul>
  • 6.
  • 7.
  • 8. <ul><li>Q. Which one is better? </li></ul><ul><li>A. Both. </li></ul>SOCIAL VS. TRADITIONAL MEDIA
  • 9. WHO’S TALKIN’ TIRE <ul><li>Twitter: More than 1,500 tweets </li></ul><ul><li>reference “tire” in the past 13 hours </li></ul><ul><li>Facebook: More than 1,100 results </li></ul><ul><li>MySpace: 500 results </li></ul><ul><li>YouTube: 164,000 videos </li></ul><ul><li>Flickr: 926,714 photos and 2,905 groups </li></ul><ul><li>Google Blog Search: 3,517,525 blogs reference “tire” since Jan. 1, 2009 </li></ul><ul><li>LinkedIn: 25,756 people have “tire” in their profile </li></ul>
  • 10. <ul><li>Skipping the first step – listening – can be a </li></ul><ul><li>critical error. </li></ul><ul><li>To help our clients with their introductory </li></ul><ul><li>social media needs, we’ve turned to…SMORES! </li></ul>FOOLS RUSH IN
  • 11. <ul><li>Blogs </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul>POPULAR SM VEHICLES
  • 12. BLOGS
  • 13. <ul><li>A blog is a journalistic </li></ul><ul><li>Web site updated </li></ul><ul><li>frequently on a </li></ul><ul><li>consistent thread of </li></ul><ul><li>topics designed to share </li></ul><ul><li>information, opinions </li></ul><ul><li>and emotions. </li></ul>WHAT IS A BLOG?
  • 14. ONLY GEEKS BLOG, RIGHT? <ul><li>More than 133 million blogs have been indexed by Technorati since 2002 </li></ul><ul><li>77% of Internet users read blogs, according to Universal McCann </li></ul><ul><li>70% of bloggers are talking about brands </li></ul><ul><li>46% of respondents post about the brands they love (or hate) </li></ul><ul><li>38% post brand or product reviews </li></ul><ul><li>(Source: The Future Buzz, Dec. 2009) </li></ul>
  • 15. <ul><li>Every niche has online influencers </li></ul><ul><li>Online buzz about a site or brand is priceless </li></ul><ul><li>Blogs deliver invaluable market research </li></ul><ul><li>Blogs can create a community of brand ambassadors </li></ul><ul><li>Blogs index well with major search engines </li></ul><ul><li>Don’t have to rely on another medium to deliver the message </li></ul>WHY DO BLOGS MATTER?
  • 16. WHAT MAKES A BLOG WORK?
  • 17. <ul><li>Company branded blog vs. guest blogging </li></ul><ul><li>Focus needs to be on sharing insights and information relevant to your consumers </li></ul><ul><li>Good opportunity to expose a variety of key employees </li></ul><ul><li>Potential blog posts include customer service case studies, your take on current auto news, and maintenance reminders </li></ul><ul><li>Without regular updates, it will backfire </li></ul>HOW CAN A BLOG WORK FOR ME?
  • 18. FACEBOOK
  • 19. <ul><li>If you’re not, your friends (and customers) already are: </li></ul>ARE YOU ON FACEBOOK? More than 350 million active Facebook users and companies, 105 million from the United States
  • 20. <ul><li>Facebook is a free-access social networking site that allows users to join networks organized by city, workplace, school and region to connect and interact with other individuals </li></ul>WHAT IS FACEBOOK?
  • 21. <ul><li>Relaxed, multimedia interaction opportunity </li></ul><ul><li>Brands are welcome </li></ul><ul><li>Wide demo use </li></ul><ul><li>Real-time access to supporters </li></ul>WHY DOES FACEBOOK MATTER?
  • 22. <ul><li>Company page vs. sales team member profiles </li></ul><ul><li>Share advice/counsel </li></ul><ul><li>Create a content calendar </li></ul><ul><li>Connect with the community </li></ul><ul><li>Address issues in a fair, quick manner </li></ul><ul><li>Drive store traffic when offering incentives (i.e. Facebook users gets 10% off) </li></ul>HOW CAN FACEBOOK WORK FOR ME?
  • 23. TWITTER
  • 24. <ul><li>Twitter is a real-time communication system that limits users to 140-character communications to their list of followers </li></ul>WHAT IS TWITTER?
  • 25. <ul><li>Twitter quickly became a Top 3 social media vehicle </li></ul><ul><li>Between 18-19 million active users </li></ul><ul><li>Consumers, professionals, employees volunteers, media, brands, elected officials…maybe even you </li></ul>WHO WOULD DO THIS?
  • 26. <ul><li>“ Retweet” </li></ul>A LANGUAGE ALL ITS OWN “ Twaggle” “ Tweet” “ Twoosh” “ Tweeter” “ Twitosphere” “ Tweeple” “ Tweeps” “ Twead” “ Tweet-back” “ TweetUp” “ Twofor”
  • 27. <ul><li>Sharing news </li></ul><ul><li>Provide maintenance tips </li></ul><ul><li>Community outreach </li></ul><ul><li>Promoting events </li></ul><ul><li>Media pitching </li></ul>HOW CAN TWITTER WORK FOR ME?
  • 28. <ul><li>How do I get my business on Twitter? </li></ul><ul><li>Reserve your Twitter handle </li></ul><ul><li>Fill in your profile and avatar </li></ul><ul><li>Create a “twaggle” by following consumers in your area (Twellow.com) </li></ul>FIRST THINGS FIRST
  • 29. YOUTUBE
  • 30. <ul><li>YouTube has become adored for its wealth of </li></ul><ul><li>humorous videos but there is more out there: </li></ul><ul><ul><ul><li>Education opportunities </li></ul></ul></ul><ul><ul><ul><li>Awareness/loyalty building </li></ul></ul></ul>MORE THAN JUST FUNNY VIDEOS
  • 31. <ul><li>Share capabilities </li></ul><ul><li>Ease first-time nerves </li></ul><ul><li>Provide simple maintenance tips </li></ul><ul><li>Video quality </li></ul>HOW CAN YOU TUBE WORK FOR ME?
  • 32. <ul><li>Before jumping into the YouTube fray, make sure </li></ul><ul><li>you have a reason for doing so – how can it help </li></ul><ul><li>you? </li></ul><ul><ul><ul><li>Log on and secure a branded channel for free </li></ul></ul></ul><ul><ul><ul><li>Populate with existing videos, don’t have to be professional (sometimes better if they’re not) </li></ul></ul></ul><ul><ul><ul><li>Drive people to it for education, awareness or marketing purposes </li></ul></ul></ul>NOW WHAT?
  • 33. WHERE DO WE GO FROM HERE?
  • 34. <ul><li>Use existing marketing vehicles </li></ul><ul><li>to drive traffic: </li></ul><ul><ul><ul><li>Spotlight on regular company site </li></ul></ul></ul><ul><ul><ul><li>List on all customer-facing collateral pieces </li></ul></ul></ul><ul><ul><ul><li>Talking point for counter employees </li></ul></ul></ul>REMEMBER TO INTEGRATE
  • 35. <ul><li>It can seem a bit overwhelming at first, but with </li></ul><ul><li>a strategic approach, a social media campaign is </li></ul><ul><li>very manageable: </li></ul><ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><ul><li>Engage if and when it makes sense </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>NOW WHAT?
  • 36. <ul><li>Some final thoughts to remember: </li></ul><ul><ul><ul><li>Be willing to let go of total control </li></ul></ul></ul><ul><ul><ul><li>Monitor. Test. Adjust. Repeat. </li></ul></ul></ul><ul><ul><ul><li>Social media is not solely a marketing function </li></ul></ul></ul><ul><ul><ul><li>Integrate social media vehicles for optimum SEO </li></ul></ul></ul><ul><ul><ul><li>Enjoy the 1 to 1 interaction with your audience </li></ul></ul></ul>FOOD FOR THOUGHT
  • 37. QUESTIONS? Kelly Malone Ray Hancart @kelPR on Twitter @rhancart on Twitter kelly.malone@fahlgren.com [email_address] 614-383-1620 614-383-1615

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