How Auto Brands are Using Social to Maximize Marketing Strategies
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How Auto Brands are Using Social to Maximize Marketing Strategies

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With unprecedented social network ad targeting capabilities available to auto marketers, it's easier than ever to put content in front of in-market consumers. But how do you get the most out of that ...

With unprecedented social network ad targeting capabilities available to auto marketers, it's easier than ever to put content in front of in-market consumers. But how do you get the most out of that content and drive fans along the consumer journey?

In this presentation, discover the role of Native ads verses Social Rich Media, how to implement Social Rich Media with your existing marketing plan, and real results from other top automotive brands who have discovered the keys to succeeding in the social/mobile landscape.

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    How Auto Brands are Using Social to Maximize Marketing Strategies How Auto Brands are Using Social to Maximize Marketing Strategies Presentation Transcript

    • HOW AUTO BRANDS ARE USING SOCIAL TO MAXIMIZE MARKETING STRATEGIES To tap into the social-mobile opportunity, top auto brands are using Social Rich Media
    • Marcus Whitney Co-Founder of Moontoast @marcuswhitney
    • Click here to edit title of this slide. Questions? #SocialAuto2014
    • Click here to edit title of this slide. §  Social’s Influence on Consideration §  Native vs. Rich Media – When to use which? §  How to Incorporate Social Rich Media to Your Marketing…Today §  Questions AGENDA
    • Click here to edit title of this slide. WE ALL KNOW THE SOCIAL EXPERIENCE HAS GONE MOBILE
    • Click here to edit title of this slide. 189 MILLION FACEBOOK USERS ARE “MOBILE ONLY”
    • Click here to edit title of this slide. 66% USE SOCIAL TO LEARN ABOUT PRODUCTS AND SERVICES
    • Click here to edit title of this slide. 58 MILLION AMERICANS USE SOCIAL SITES DAILY
    • Click here to edit title of this slide. 23% OF USERS CHECK THEIR ACCOUNTS FIVE TIMES OR MORE EVERY DAY
    • Click here to edit title of this slide. AND GET THIS:
    • Click here to edit title of this slide. http://www.jdpower.com/content/press-release/DxowqaR/-2013-new-autoshopper-study.htm 79% of new-vehicle buyers use the Internet to research their new vehicle purchase during the shopping process. 48%of Gen Y automotive shoppers use smartphones in their shopping process. YEP, VEHICLE SHOPPING HAS GONE MOBILE, TOO.
    • Click here to edit title of this slide. “The digital presence of the brand through mobile advertising and content across mobile- accessible sites and apps may be a great way to reach Gen Y buyers, since we see almost half use a smartphone during the shopping process.” - Arianne Walker, senior director, automotive media & marketing at J.D. Power
    • Click here to edit title of this slide. WHAT WE MAY NOT KNOW IS IT’S A HUGE CONSIDERATION DRIVER FOR THE AUTO SHOPPER
    • Click here to edit title of this slide. Source: *McKinsey Quarterly, “The Consumer Decision Journey” McKINSEY SAYS: 3x Consumers are three times as likely to purchase a brand in their initial consideration set vs. brands that aren’t 90% of consumers indicated that Facebook was the resource that caused them to add or remove a brand from consideration
    • Click here to edit title of this slide. Sources: *http://digitalairstrike.com/2013-automotive-social-media-trends-study/, **http://www.dealer.com/assets/APC-Study-21.pdf 27% of car buyers click on mobile ads on Facebook* 41% of car shoppers who use social media said they saw a post that caused them to add a brand or model to their consideration** AND MORE SPECIFICALLY, ABOUT CAR SHOPPERS:
    • Click here to edit title of this slide. TOP AUTO BRANDS ARE USING SOCIAL RICH MEDIA TO DRIVE MID AND LOW FUNNEL GOALS
    • Click here to edit title of this slide. •  $200K goal reached through the Click-to-Give campaign •  20,500 Likes, comments, & Shares •  14,600 ad expansions TOYOTA’S TOYOTATHON Toyota wanted to raise $200K for the Boys & Girls Clubs of America. Moontoast created a mobile-optimized rich media unit which asked fans to share to their social networks to unlock a $10 donation. A map of the U.S. was refreshed throughout the campaign to show the top donating regions. A celebratory unit followed up to thank fans for reaching our goal. RESULTS
    • Click here to edit title of this slide. •  Social registration surpassed total registrants from previous year •  135 orphaned VINs identified •  91% conversion rate on mobile NISSAN’S OCTOBER CAR CARE Nissan’s annual campaign targets existing owners. Moontoast brought the campaign to social with two rich media units: -  Countdown (goal to drive awareness & service bookings) -  Sweepstakes (goal to drive registrants and find orphaned VINs) -  Used owner database for targeting RESULTS
    • Click here to edit title of this slide. •  Featured by AdWeek •  4,000 ad expansions •  15k in-unit interactions •  3.9 interactions per user TOYOTA’S TUNDRA INSTAGRAM Toyota wanted to drive awareness and consideration in the Build Anything with Tundra campaign. Moontoast brought the campaign to social with an innovative Instagram Gallery wrapped with a marketing banner driving users to additional calls to action. It was the first-ever Instagram Gallery distributed in the News Feed. RESULTS
    • Click here to edit title of this slide. HOW YOU CAN GET STARTED
    • Click here to edit title of this slide. SOCIAL ADVERTISING COMES IN TWO BASIC FLAVORS: NATIVE & RICH MEDIA
    • Click here to edit title of this slide.WHAT IS A NATIVE AD? “Native advertising is a form of converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, a specific delivery platform.” -Altimeter Group, 2013 Expanded Photo Ad This is a promoted tweet
    • Click here to edit title of this slide. IN LAYMAN’S TERMS: THE BASIC ADS AVAILABLE ON SOCIAL NETWORKS
    • Click here to edit title of this slide.WHAT IS A RICH MEDIA AD? Distributed as a status update and may be boosted using Native ads. When tapped, the rich media ad loads. This can be a variety of enhanced experiences. Consumers interact with the rich media ad without leaving the social app they are browsing.
    • Click here to edit title of this slide.NATIVE ADS ARE AWESOME BECAUSE YOU CAN: •  REACH potential customers who share similar characteristics with current ones •  BUILD off the custom audiences targeting feature •  USE INTERESTS or demographics to show ads to people who share common attributes as your existing customers
    • Click here to edit title of this slide.RICH MEDIA ADS ARE AWESOMER BECAUSE THEY: •  EXTEND the functionality of Native Ads with interactive experiences •  DRIVE SPECIFIC BUSINESS GOALS like capturing leads and offering coupons in the social stream •  GIVE YOU CONTROL OF BRANDING making it easy to use existing collateral to tie into your offline campaigns
    • Click here to edit title of this slide. 27 | Copyright 2014 Moontoast, Inc. All Rights Reserved – Moontoast Proprietary and Confidential NATIVE RICH MEDIA Use Native Ads when you want to drive : ü  Click-throughs ü  Likes ü  Shares ü  Retweets ü  Favorites Use Social Rich Media when you want to drive: ü  Awareness & Consideration ü  Voting and Polling ü  Lead Generation ü  Couponing ü  Sales WHICH AD TYPE SHOULD YOU USE…AND FOR WHAT?
    • Click here to edit title of this slide. HOW TO INCORPORATE SOCIAL RICH MEDIA INTO YOUR MARKETING…TODAY
    • Click here to edit title of this slide. MOONTOAST SOCIAL RICH MEDIA BOOTCAMP Goes beyond native ads, with deeper engagement customized to your goals Cost savings on creative - build once, distribute across multiple social/mobile networks Social rich media delivers the highest engagement rates for display ads Consumer insights and real-time data help optimize campaigns in-flight and over time Incredibly fast to build and distribute
    • Click here to edit title of this slide.SOCIAL RICH MEDIA HAS A SOLUTION FOR EACH STEP OF THE CONSUMER JOURNEY COUNTDOWN Raise awareness leading up to an event DATA CAPTURE Used for sweepstakes, sampling, etc. COUPON Deliver digital coupons in the social stream COMPARISON Compare features of two vehicles IMAGE OR VIDEO VOTING Engage users with interactive voting DEALER LOCATOR Find a dealer by zip code or geo-location
    • Click here to edit title of this slide. RICH MEDIA Use Social Rich Media when you want to drive: ü  Awareness & Consideration ü  Voting and Polling ü  Lead Generation ü  Couponing ü  Sales LET’S LOOK AT HOW RICH MEDIA DRIVES THESE:
    • AWARENESS & CONSIDERATION
    • Click here to edit title of this slide. INTERACTIVE VIDEO •  Wrap a video with a creative banner and call-to- action •  Intuitively leads user to take one further action beyond simply watching •  Links to any URL Serves the following business goals: •  Awareness •  Website Traffic •  Social Endorsement
    • Click here to edit title of this slide. VIDEO/IMAGE GALLERY •  Plays a series of videos which the user may swipe to scroll and tap to view •  Call to action hotspot which may link to any URL •  Optional voting, with a configurable results screen or thank-you page Serves the following business goals: •  Awareness •  Consideration •  Website Traffic •  Social Endorsement
    • Click here to edit title of this slide. INSTAGRAM/VINE GALLERY •  Plays a series of Instagram or Vine videos which the user may swipe to scroll and tap to view •  Call to action hotspot which may link to any URL Serves the following business goals: •  Awareness •  Consideration •  Website Traffic •  Social Endorsement
    • Click here to edit title of this slide. PRODUCT COMPARISON •  User selects a product to compare •  Head-to-head features are displayed •  Call-to-action links to any URL destination: “Build Yours”, “Learn More”, etc. Serves the following business goals: •  Consideration •  Preference •  Website Traffic •  Social Endorsement
    • VOTING & POLLING
    • Click here to edit title of this slide. INTERACTIVE VOTING •  Engage consumers with dynamic image or video galleries •  Users browse images or videos and vote for their favorite •  Optional data capture to drive leads Serves the following business goals: •  Awareness •  Consideration •  Lead Generation •  Social Endorsement
    • Click here to edit title of this slide. INTERACTIVE POLLING •  We poll fans and let them view instant market feedback •  Optional – Fans can Like the page from within the ad Serves the following business goals: •  Awareness •  Consideration •  Page Likes •  Social Endorsement
    • LEAD GENERATION
    • Click here to edit title of this slide. THE ALLEY-OOP
    • Click here to edit title of this slide. INTERACTIVE COUNTDOWN •  Drive pre-event awareness •  Display a creative banner or play a video •  Ask fans to RSVP for the launch using a Facebook Event •  Timer counts down to the launch of the event Serves the following business goals: •  Awareness •  Social Endorsement
    • Click here to edit title of this slide. THE SLAM DUNK
    • Click here to edit title of this slide. •  Display a creative banner or video next to a simple sign up form where fans may enter a sweepstakes •  Fans may to opt-in to receive more information •  Customizable thank-you screen presented post-submission •  User is invited to share the experience to their social stream SWEEPSTAKES Serves the following business goals: •  Consideration •  Preference •  Social Endorsement
    • Click here to edit title of this slide. •  Display a creative banner or video with a call-to-action •  Customizable thank-you screen presented post- submission •  User invited to share the experience to their social stream DATA CAPTURE
    • Click here to edit title of this slide. •  Bring national marketing events to social in new and exciting ways •  Clicking a location displays details INTERACTIVE MAP WITH DATA CAPTURE Serves the following business goals: •  Consideration •  Preference •  Lead Generation •  Social Endorsement
    • COUPONING
    • Click here to edit title of this slide. PASSBOOK COUPON •  Offer a coupon in the social stream •  Consumers can save it to their iOS Passbook or opt to receive the coupon via email •  They redeem the coupon at the time of purchase Serves the following business goals: •  Awareness •  Purchase Intent •  Lead Generation •  Social Endorsement
    • SALES
    • Click here to edit title of this slide. •  Branded background with a call to action to enter a zip code to find an auto dealer in the area •  Upon submission, the user is presented with a list of dealerships, their addresses, and the ability to get directions via a map, tap to call, or request more information. DEALER LOCATOR
    • BONUS: SPONSORSHIPS
    • Click here to edit title of this slide. •  Rich media comes in many shapes and sizes •  Rich media addresses many business goals •  Rich media can complement sponsorships from television to sporting events and more… DRIVE SPONSORSHIP AWARENESS & ENGAGEMENT
    • Click here to edit title of this slide.BUILD FAST, DISTRIBUTE EVERYWHERE, OPTIMIZE IN-FLIGHT Moontoast  quickly  builds  adap2ve  units   which  are  op2mized  for  desktop  and   mobile  devices.   Distribute  your  rich  media  unit  as  a  status   update  across  mul2ple  social  networks  and   boost  with  paid  media.   Patented  analy2cs  measure  each  unit’s   expansion,  interac2on,  conversion,  and   social  endorsement.  
    • Click here to edit title of this slide. Questions? #SocialAuto2014 THANK YOU! Contact Moontoast: hello@moontoast.com