Practical Cases: Automotive

Automotive Business Case Simon Mc Dermott Attentio

When people look for brands information on the Internet, this is what they find …. Automotive Business Case Review sites, forums, blogs In other words… Social Media

82% of auto-buyers visit 3rd party online auto sites before purchasing
70% of automotive consumers trust & seek out the authority, opinions and experiences of other consumers during the purchasing process
1 in 3 auto buyers say that CGM help them make their decision
24% of auto buyers to change their mind about the type of vehicle they select to purchase.
71% Social Media highest influence for car purchase above TV ads (17%) and direct mail (48%)
Relevance of Word of Mouth for automotive industry Automotive Business Case

Monitoring Social Media

The hybrid campaign
Client objectives:
Create discussion around hybrid and green cars
Influence the level of buzz around these topics
Method :
Contact influential bloggers in several domains ( automotive, environment, lifestyle, business, architecture and politics) and provide them with exclusive information
Create high profile discussion forum around a topic
Attentio’s role in the project:
Identification of influential bloggers
Campaign tracking
Results analysis
Automotive Business Case

Identification of influencers- Key points
Not focused on automotive but on other domains
Not the most well known (middle influencers) so higher likely hood of response
Identification via technology and manually

Buzz overview for tracked car topics October &“Geldof campaign” cause peaks in hybrid discussion 2nd November – 9 bloggers from automotive domain were contacted 10th December – start of Bob Geldof spearheaded campaign 26th October – 49 bloggers from all domains were contacted Automotive Business Case

Share of voice for car brands and topics The brand with highest buzz around hybrids was Lexus even though they have 8% online share of voice vs tracked brands Automotive Business Case

The hybrid campaign results
Project tracking demonstrates that the information seeding campaign was successful as it met the client objectives in terms of levels of buzz and topics related to buzz
Some key learnings
Careful targeting of bloggers is key
Bloggers react to exclusive content (we also have experience with seeding of non exclusive content and NO significant impact)
Automotive events drive significantly levels of buzz and topics of discussion. Its important to take them into account for timing of seeding campaigns

Monitoring can help the automotive industry enhance
marketing, Consumer Services and PR objectives
By monitoring and measuring new models before, during and after launch, comparing it with competition models
By measuring Word of Mouth around events and promotion
By improving quality and speed of traditional market research with real time consumer inputs and identifying efluentials to talk with
By identifying quality and safety issues early, based on driver’s real-life experience and addressing specific problems between customers and dealers
By pinpointing issues likely to affect reputation and image quickly, identifying sources and proactively addressing potentially damaging rumors

Thank you! Any questions? Lets talk during the breaks

Practical Cases: Automotive

by Emakina on Mar 28, 2008

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Practical Cases: Automotive — Presentation Transcript