Lexie Learning Socialiteracy Auto Brands

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Lexie Learning Socialiteracy Auto Brands

  1. 1. LEARNING SOCIALITERACY IN AUTO BRANDS Lexie – Zi Liang
  2. 2. Socialiteracy Social Media The ability to integrate multiple social media tools to complete missions & Literacy achieve goals.
  3. 3. For automobile brands: • Horrifyingly competitive market Digital • Highly complex products Competence • Various services during sale process • Long-term relationships Socialiteracy with consumers
  4. 4. Project Procedure Observation Content Case Think for & Research Analysis Study Future
  5. 5. Phase 1 Observation & Research
  6. 6. Phase 1 – Observation & Research • Brainstorming Questions: – Can social media make us buy more cars? – What social media tools can be used by auto brands? – How many auto brands are using social media? – Do they get a desirable return? – How to measure the ROI in social media marketing for auto brands? – …
  7. 7. Phase 1 – Observation & Research • Searching Ideas Online Community Reports Renren.com Auto Website Statistics Tools Google Blog Facebook Flickr YouTube Sina Weibo Face-to-face Delicious Online News Twitter Books
  8. 8. Phase 1 – Observation & Research • Social Media + Automobile Brands = ??? – How are auto brands using social media now? – Are they doing enough work? – Can social media help a brand sell more cars? • Seven Auto Brands:
  9. 9. Phase 2 Content Analysis
  10. 10. Phase 2 – Content Analysis Official Website Online Facebook Community Youtube Twitter
  11. 11. Phase 2 – Content Analysis • 33 questions in 5 categories • Data collection: – Links between various social networks – # of accounts and # of fans/followers/subscribers – Contents (Posts, videos, photos, tweets, etc.) – Dialogue – Special activities
  12. 12. Results – Official Websites Are social media links/icons identified on homepage of official sites? links/icons Have, 1 Don't have, 6
  13. 13. Results – acebook (1) # of Facebook Page Ford 7 Volkswagen 18 Nissan 4 Toyota 4 Mini 3 Chevy 7 Jeep 1 0 5 10 15 20
  14. 14. Results – acebook (2) # of Facebook Fans Most popular Main Ford7 454084 113719 Volkswagen18 361153 361153 Nissan4 52524 41769 Toyota4 93473 93473 Mini3 124085 124085 Chevy7 271324 83868 Jeep1 437195 437195 0 100000 200000 300000 400000 500000
  15. 15. Results – acebook (3) Discussion Fan Photos Fan Videos Topics Jeep 15058 236 1208 Chevrolet 1252 2 10 BMW-Mini 1674 4 N/A Toyota 1314 15 N/A Nissan 617 2 7 Volkswagen 3128 16 7 Ford 3067 28 172
  16. 16. Results – acebook (4) • Special Columns – Downloadable desktops – YouTube videos – Promotion/Events Pages (Linkable to official website) – Webcast • Links to other social media platforms – 6 have, 1 doesn’t – 3 put links in “Info” section, 3 put links/icons on the sidebar of homepages
  17. 17. Results – witter (1) # of Followers Ford 29415 Volkswagen 5401 Nissan 1445 Toyota 20205 Mini 532 Chevy 3467 Jeep 4313 0 5000 10000 15000 20000 25000 30000
  18. 18. Results – witter (2) • Twitter Statistics www.tweetstats.com – Average tweets per day/ average tweets per month – Tweet Timeline – Tweet Density – Aggregate Daily Tweets – Aggregate Hourly Tweets – “Replies to” – Who you ReTweet – Interface Used
  19. 19. Results – witter (3) • Numbers ≠ Quality ≠ Better ROI – Building Dialogue Loop – Multiple Accounts – Official Twitter vs. “The People Behind Them” “People especially love to talk about their cars: good or bad.” - Adam Denison, “PR guy” for Chevrolet “Keeping up with the many people who are passionate about Ford vehicles and educating people who might not be aware of all of the great products and progress we’re making.” - Scott Monty, Ford Motor Company
  20. 20. Results – (1) • “Special” for auto industry • Some statistics – # of subscribers – Channel Views – Total Upload Views – Joined Date – # of Channel Comments – Rank in sponsor channel (Auto/Vehicle category)
  21. 21. Results – (2) # of Channel Subscribers Ford (15) 1513 Volkswagen (12) 1752 Nissan (N/A) 123 Toyota (8) 2634 Mini (7) 2863 Chevy (18) 968 Jeep (9) 2342 0 1000 2000 3000 4000 MOST subscribed auto sponsors:
  22. 22. Results – (3) • While YouTube may be seen as a tool or link for other social media platforms, it is worth attention from auto brands. – E.g. BMW Channel http://www.youtube.com/bmw http://www.bmw.tv/com/ • Uniqueness, Creativity & Fun • Find your own features!
  23. 23. Observation – Online Communities • “Come Together” Jeep Community – www.jeep.com/experience – Featured photos, videos, real-time talk & news • Mini Space – www.minispace.com – Creative projects, highly interactive • The Ford Story – www.thefordstory.com – Benchmarking in auto industry
  24. 24. Phase 3 Case Study
  25. 25. Case Study – The JEEP® Community
  26. 26. Case Study – The JEEP® Community KEY WORD: User Generated Content “We found over 160,000 photos on Flickr and 31,000 videos on YouTube tagged Jeep and a disproportionately higher number of Jeep fans on MySpace, Facebook, Yahoo, Meetup and About.com versus other brands. So we created space on Jeep.com to showcase this Jeep 2.0 phenomenon. The Jeep Experience is a social media portal that highlights the best of this user generated content.” Organic Inc., Jeep’s social media agency
  27. 27. Case Study – The JEEP® Community
  28. 28. Case Study – The JEEP® Community Is “Having Fun Out There” Enough? What Do We Expect From Online Communities?
  29. 29. Case Study – The JEEP® Community Sense of Community [McMillan & Chavis theory]
  30. 30. WHAT ABOUT THE FUTURE?
  31. 31. A Romantic Story?
  32. 32. An Ongoing Legend An Ongoing Legend…

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