Transcript of "Emarketer webinar automotive social media trends 2011"
JANUARY 20, 2011 Automotive Social Media Marketing Outlook for 2011Presented by:Debra Aho Williamson Sponsored by:Principal Analyst@DebraWilliamson
Trend #1 By 2012, 88% of Automotive Marketers Will Use Social Media
Four in five car companies will use social media tools in 2011; even more in 2012Twitter: #eMwebinar
Changing automotive consumer usagepatterns make social media a must Facebook is still growing. It’s a top site around the world and the fourth largest in the US (comScore). Worldwide usage is rising. Six out of 10 frequent internet users worldwide have a social network profile (UM). Brand interactions are increasing. Coupons, deals and discounts are encouraging consumers to engage with marketers.Twitter: #eMwebinar
How Intel and GM manage social media“Intel has been an early adopter in social “The brand teams have never budgeted theirmedia, but we haven’t funded it as well as own line items [for social media marketing].many of us would like. Social media is not Now, marketing rightfully is becoming morefree. We don’t want to tap into our paid involved in the planning and budgeting, andmedia budget. We want to separate those also the strategic side of it. The brands aretwo while driving deeper integration between now baking social into their overall marketingpaid and social media.” budget.” —eMarketer interview with Kathleen Malone, —eMarketer interview with Christopher senior manager and social media strategist Barger, global director of social mediaTwitter: @eMarketer @DebraWilliamson
Social media will rival email marketing for budget increasesTwitter: @eMarketer @DebraWilliamson
Pepto Shelves Traditional Media • July 2010: Cut traditional media spending to 10%-20% of budget • Created Facebook page, Twitter feed • Dec. 2010: Posted YouTube videos starring ‘Hangover’ actor Ken Jeong
What Pepto Achieved • 200% increase in online buzz year- over-year • Sales volume up 7% in July, August, November • 83,000 Facebook “likes” (but only 284 Twitter followers)“The best results we’ve seen in years.”—P&G
Trend #5 Facebook is Running Away With the Display Ad Market (or is it?)
Facebooknow getsnearly one-quarter of alldisplay adimpressions Twitter: #eMwebinar
But social media will also jockey with search for ad dollarsTwitter: @eMarketer @DebraWilliamson
So keep your eye on this: Is Facebooktaking search dollars or display dollars?
Trend #6 Automotive Consumer Usage of Social Media Is Still Rising
Across allgenerations,more carbuyers thanever areusing socialnetworks
Some demographic trends 75% of teens use Facebook. By age 17, 86% do (Ipsos Public Affairs). 85% of online users ages 45-54 use some form of social media, plus 79% of the 55+ group (Harris Interactive). If you are Hispanic, black and/or female you are more likely to use Twitter. But overall, only 8% of online Americans do (Pew).Twitter: @eMarketer @DebraWilliamson
Trend #7 “Like” Is Only the Beginning of the Automotive Brand Relationship
“Liking”something iseasy — andit’s becomevery popular Twitter: #eMwebinar
Some stats to • Facebook serves over 2 billion “like” buttons every day • Over 2 million websites have incorporated the functionality • “Like” buttons that incorporate faces of friends are up to 10x more likely to be clickedSource: http://www.scribd.com/doc/45301351/Building-your-Social-Presence-Across-the-Web-Social-Plugins-and-APIs-Simon-Cross-Le-Web-Workshop-12-9-10
But is it tooeasy to clickthe “like”button? Anddoes itcreate asustainedcustomerrelationshipfor dealersand carcompanies?
Strategies for taking automotive consumers from “like” to love Quality may be more important than quantity. Use your “likes” wisely; aim to drive more engagement, not just collect fans. Ask why. Always strive to learn more: Why was some content “liked” and some not? What does “like” mean to YOUR consumers? Don’t assume that “like” lasts forever. It’s an invitation to get closer, but it’s not an open door.Twitter: @eMarketer @DebraWilliamson
Automotive Brand metrics are still themost common things to measure
Althoughbudgets arerising, theROI questionis still notanswered Twitter: #eMwebinar
Yes, Virginia, social media CAN deliver actual car buying customers There’s no excuse for not measuring. 47% of marketers aren’t even trying. What?!? (Econsultancy). 36% of marketers have used social media to convert a customer from first contact to sale. Another 25% are getting close (R2integrated). Are we looking at measurement the wrong way? A provocative viewpoint: Instead of tracking response to what you do in social media, measure what consumers do and fit your marketing into that.* *Donna Hoffman & Marek Fodor, MIT Sloan Management Review, October 2010Twitter: @eMarketer @DebraWilliamson
Marketerspendingaroundlocation isstarting toramp up
Trend #10 Coming up: A preview of eMarketer’s latest forecast for social network ad spending in the US and around the world.
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Trend #10 Social Networks Will Grab 11% of US Online Ad Spending in 2011
US social network ad spending expected to rise 55% this year 11% of total US online spendingTwitter: @eMarketer @DebraWilliamson
Worldwide ad spending on Facebook torise more than $2 billion this year Facebook’s Power: • Will represent 7.7% of US online ad spending in 2011 • Will control 68% of worldwide social network ad spending in 2011 • Performance marketers will make up as much as 60% of ad revenues Twitter: #eMwebinar
Social Media Outlook for 2011Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deckand webinar recording.For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Groupand click on Discussions.To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 firstname.lastname@example.org Sponsored by: Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar
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