Puerto Rico Report for Nov. 2010<br />Social trends in the automobile industry<br />Francisco Vilaró<br />
Product updates<br />Video repository for ad spots<br />Dealer locations<br />Special events <br />Photo albums<br />Brand...
Consulting through messages for repairs<br />Direct marketing approach<br />Interactions with typical conversations<br />P...
Masked questions through conversational engagement<br />Consumer buying habits<br />Media consumption<br />Product insight...
DO – Content placed on relevant tabs<br />DON’T – Content placed solely on wall<br />Executions – do’s and Don’ts<br />
DO – Pageview starts at a relevant tab<br />DON’T – Allowing completely empty tabs<br />Executions – do’s and Don’ts<br />
DO – Website has full social adaptations<br />DON’T – Website lacks linking to social channels<br />Executions – do’s and ...
DO – Link to important news releases on main site<br />DON’T – only use Facebook notes or posts<br />Executions – do’s and...
DO – Experience is an extension of the campaign<br />DON’T – Ads are placed as if it was a normal spot<br />Executions – d...
Fan count is generally trending towards more popular brands in terms of sales with a few exceptions, such as Ford and Niss...
“The number one reason that a Facebook user subscribes to a brand’s fan page is in order to receive discounts, with keepin...
Brand focus<br />Case Study<br />
Visitor-only content adds value to subscription<br />Social game and contest with real prizes<br />Time spots and ads, as ...
Dealership locations on nifty display<br />Promo flyer on static tab that opens on visit (often)<br />Content distribution...
Typical content distribution with photos<br />Ad placed through a specific tab – is also landing page<br />Vehicle photo l...
Start tab focused on events (consistent with brand)<br />Wall is enabled for users (working so far)<br />Links for current...
Wall is enabled for all users<br />Special offers tab with reduced prices is the landing page<br />Model of the moment get...
Soecial Offer tab is the landing page<br />Dealer location tab is neat with a nice visual<br />Hootsuite – monitoring wall...
Wall enables users to post<br />Shared event with sister brands is the landing page<br />Notes page functions as news rele...
Wall landing page – user enabled<br />Car personality match game from U.S. fan page <br />Products only highlighted as an ...
Kizayashi model is the current landing page<br />Typical content platform<br />Four tabs represent most popular models<br ...
On-site game with FB Like button<br />Special event is the land page and links to game<br />Wall is poorly managed<br />Em...
Featured product is not the landing tab<br />Wall is the main tab – standard distribution platform<br />20 brand generated...
Featured product IS the landing page<br />Dealer listing is simple yet not visual<br />Videos presented in a YouTube tab e...
Wall is the landing page and it’s rich with content<br />Main focus is on photos<br />Video page includes more than just a...
Next Steps<br />Best practices<br />
Informing on discounts is not the same as rewarding with a discount<br />Giveaways and contests that are unique to brand f...
Cross-channel connectivity<br />“Find us” “Like This”, “Share” and “Become a Fan” on page<br />Increases virality and visi...
Social Media is not a spot<br />Do not place your print ads without first adapting them<br />Become more social – videos t...
Establish a social media policy for user response<br />Customers seeking service through social channels may not be ignore...
Don’t be Lazy<br />Do not publish things that are half-way done<br />Do not place empty tabs that occupy valuable space<br...
Inject Relevant Content<br />Interior view pictures with a nice interface<br />Newest models get this treatment<br />Suppl...
Your Fan Page should be an extension of the brand.<br />It should not replace the web page – they are built to drive traff...
Helpful resources<br />
Facebook Deals Blog Post – explains integration with Places<br />Facebook Places Appropriation Guidelines<br />Concerns ov...
?<br />Francisco “Paco” Vilaró<br />@: paco.vilaro@yahoo.com<br />@: fjvilaro@gmail.com<br />#: 787.607.6248<br />W: twitt...
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Social Media Trends in the Puerto Rico Auto Market (Q4 2010)

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Something I prepared October 2010 by request during my internship at Arco Publicidad, which was never used for some particular reason. It's a summary of the social media efforts in Puerto Rico, specifically aimed at the executions performed by the automotive industry.

Contrasts were made in terms of tone, usage, and cross-channel compatibility with web pages and other efforts such as print media.

Published in: Automotive
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Social Media Trends in the Puerto Rico Auto Market (Q4 2010)

  1. 1. Puerto Rico Report for Nov. 2010<br />Social trends in the automobile industry<br />Francisco Vilaró<br />
  2. 2. Product updates<br />Video repository for ad spots<br />Dealer locations<br />Special events <br />Photo albums<br />Brand submitted<br />User submitted<br />STRAT Trend – Content Distribution<br />
  3. 3. Consulting through messages for repairs<br />Direct marketing approach<br />Interactions with typical conversations<br />Promotions to increase participation<br />STRAT TREND – CRM / Service / SALES<br />
  4. 4. Masked questions through conversational engagement<br />Consumer buying habits<br />Media consumption<br />Product insights for future development<br />Applicationusage<br />Product associations<br />Aided recall<br />STRAT TREND – Data & Insights<br />
  5. 5. DO – Content placed on relevant tabs<br />DON’T – Content placed solely on wall<br />Executions – do’s and Don’ts<br />
  6. 6. DO – Pageview starts at a relevant tab<br />DON’T – Allowing completely empty tabs<br />Executions – do’s and Don’ts<br />
  7. 7. DO – Website has full social adaptations<br />DON’T – Website lacks linking to social channels<br />Executions – do’s and Don’ts<br />
  8. 8. DO – Link to important news releases on main site<br />DON’T – only use Facebook notes or posts<br />Executions – do’s and Don’ts<br />
  9. 9. DO – Experience is an extension of the campaign<br />DON’T – Ads are placed as if it was a normal spot<br />Executions – do’s and Don’ts<br />
  10. 10. Fan count is generally trending towards more popular brands in terms of sales with a few exceptions, such as Ford and Nissan.<br />Reasons why will be covered in the brand detailed section to follow.<br />Basic Data<br />*Toyota excluded due to highest fan count of 46,613 in order to allow visual differentiation for other numbers.<br />
  11. 11. “The number one reason that a Facebook user subscribes to a brand’s fan page is in order to receive discounts, with keeping up with new products as the second.” – eMarketer Study, 2010<br />
  12. 12. Brand focus<br />Case Study<br />
  13. 13. Visitor-only content adds value to subscription<br />Social game and contest with real prizes<br />Time spots and ads, as well as other video content<br />Website integreation with ‘Find Us’ and ‘Like this’ (giving errors ATM)<br />
  14. 14. Dealership locations on nifty display<br />Promo flyer on static tab that opens on visit (often)<br />Content distribution done through social suite software (HootSuite) / wall is the landing page<br />Twitter platform made for service and CRM<br />
  15. 15. Typical content distribution with photos<br />Ad placed through a specific tab – is also landing page<br />Vehicle photo line-up on a tab with links to Nissan PR models page<br />List for locations is simple but not visual enough<br />
  16. 16. Start tab focused on events (consistent with brand)<br />Wall is enabled for users (working so far)<br />Links for current events (Ir al Site) link straight to Facebook<br />No information about current models found<br />
  17. 17. Wall is enabled for all users<br />Special offers tab with reduced prices is the landing page<br />Model of the moment gets a tab with a link to its own site<br />RSS News feed only relays Mazda USA info<br />
  18. 18. Soecial Offer tab is the landing page<br />Dealer location tab is neat with a nice visual<br />Hootsuite – monitoring wall and using it for customer service<br />Twitter platform made for service and CRM<br />
  19. 19. Wall enables users to post<br />Shared event with sister brands is the landing page<br />Notes page functions as news releases<br />14 brand photo albums – only 12 fan photos uploaded<br />
  20. 20. Wall landing page – user enabled<br />Car personality match game from U.S. fan page <br />Products only highlighted as an album<br />“Share” on Facebook button is active<br />
  21. 21. Kizayashi model is the current landing page<br />Typical content platform<br />Four tabs represent most popular models<br />Touching different pictures substitutes the one being shown on the frame<br />
  22. 22. On-site game with FB Like button<br />Special event is the land page and links to game<br />Wall is poorly managed<br />Emphasis on photo albums generated by the brand<br />
  23. 23. Featured product is not the landing tab<br />Wall is the main tab – standard distribution platform<br />20 brand generated albums – no fan produced content<br />Standard video distribution<br />
  24. 24. Featured product IS the landing page<br />Dealer listing is simple yet not visual<br />Videos presented in a YouTube tab extends social reach<br />Website links to all their social channels<br />
  25. 25. Wall is the landing page and it’s rich with content<br />Main focus is on photos<br />Video page includes more than just ad spots<br />Lack of content variety and offers might turn off users<br />
  26. 26. Next Steps<br />Best practices<br />
  27. 27. Informing on discounts is not the same as rewarding with a discount<br />Giveaways and contests that are unique to brand fans<br />Facebook “Deals” enables Places check-in to have value<br />Customer service support through social channel increases engagement<br />Adding Value<br />Cross-Channel<br />The Basics<br />Response Plan<br />Work It<br />Features<br />
  28. 28. Cross-channel connectivity<br />“Find us” “Like This”, “Share” and “Become a Fan” on page<br />Increases virality and visibility<br />Generates content on feeds<br />Code necessary is free and available on Facebook Developer and Facebook Blogs<br />Release content through a site blog that distributes to social channels through plug-ins<br />Adding Value<br />Cross-Channel<br />The Basics<br />Response Plan<br />Work It<br />Features<br />
  29. 29. Social Media is not a spot<br />Do not place your print ads without first adapting them<br />Become more social – videos through YouTube tab expands visibility to other channels<br />Give them the 411<br />Vehicle list<br />Retailer / Reseller list<br /> (This content is visible to all)<br />Adding Value<br />Cross-Channel<br />The Basics<br />Response Plan<br />Work It<br />Features<br />
  30. 30. Establish a social media policy for user response<br />Customers seeking service through social channels may not be ignored<br />Set a timeline for answers<br />Implicates active monitoring through various social networks<br />Agency personnel can be trained to respond with an answer set<br />Tech questions receive assistance<br />Adding Value<br />Cross-Channel<br />The Basics<br />Response Plan<br />Work It<br />Features<br />
  31. 31. Don’t be Lazy<br />Do not publish things that are half-way done<br />Do not place empty tabs that occupy valuable space<br />Refresh with content so your fan page stays up to date<br />Social Media Optimized releases cut work in this aspect<br />Should also reflect work on main web page<br />Adding Value<br />Cross-Channel<br />The Basics<br />Response Plan<br />Work It<br />Features<br />
  32. 32. Inject Relevant Content<br />Interior view pictures with a nice interface<br />Newest models get this treatment<br />Supplement with ‘Photos’ app<br />Add link to main site for specs<br />Adding Value<br />Cross-Channel<br />The Basics<br />Response Plan<br />Work It<br />Features<br />
  33. 33. Your Fan Page should be an extension of the brand.<br />It should not replace the web page – they are built to drive traffic to each other.<br />
  34. 34. Helpful resources<br />
  35. 35. Facebook Deals Blog Post – explains integration with Places<br />Facebook Places Appropriation Guidelines<br />Concerns over merging Fan Page with Places<br />Facebook Developers – info on plugins and Graph API<br />Facebook Connect – Webpage Interactivity Help Center<br />Getting the job done<br />
  36. 36. ?<br />Francisco “Paco” Vilaró<br />@: paco.vilaro@yahoo.com<br />@: fjvilaro@gmail.com<br />#: 787.607.6248<br />W: twitter.com/gandido<br />Thank you for your time<br />

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