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Social media, BMW and the way forward

by Michael Litman

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Here's what I presented on behalf of BMW for AutomotiveWorld recently. The event was entitled 'Social networks and the global auto industry: the marketing opportunity'. ...

Here's what I presented on behalf of BMW for AutomotiveWorld recently. The event was entitled 'Social networks and the global auto industry: the marketing opportunity'.

I talked about social media trends from an automotive perspective with some key learnings from BMW.. and then answered a load of questions. It was moderately enjoyable.

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Social media, BMW and the way forward Presentation Transcript

Social media, BMW and the way forward Michael Litman ( @litmanlive ) Social Media Planner, Dare 3 rd June 2010

What have we learnt? Why use social media?

Because that’s where everyone is

Because it creates business value Participation Relationship Advocacy Value Advertising

And here’s the evidence Sources: Reicheld (2003) Harvard Business Review; Marsden et al (2005), LSE By leveraging the efforts of those who love your brand the most, together with the increased marketing efficiency, this brings better ROI. Advocacy score Annual revenue growth % 20 15 10 5 0 -5 -10 -45 -25 -5 15 35 55

In summary

Why use social media? What have we learnt?

That social platforms are versatile Sales & Marketing Reputation Management Engage with the ‘right’ target customer groups online with a passion for your brand and the industry as a whole. Achieve high levels of awareness, interest and engagement in your products and services by informing, entertaining or being useful. Provides the opportunity to manage a brand reputation programme and improve consumer opinion of your brand React in near real-time to praise, questions or issues Proactively empower fans to advocate messaging further Research & Insight Better understand what your customers think of your brand, products, services and communications Provides your brand with the opportunity to convey its personality and connect with customers and prospects in a more informal manner

Events ATL Media POS Digital ‘ An Expression of Joy’ Experience the joy Engaging brings better results than telling

Having a global reach but local feel works BMW Global BMW Local

While maintaining exclusivity 6.5m members 700,000 members

Exploiting mobile and apps

Through customisation

And ultimately through advocacy Both online… … and offline

Finally, remembering that every second counts

In summary Why do social media? Let people do, don’t just tell them Have a global presence but benefit from a local feel What have we learnt? Exploiting mobile and the new app economy Getting the right million Getting ready for real-time Use the versatility of the platforms to answer business needs It’s where everyone is It adds value to your business

Thanks! [email_address] @litmanlive

Lizzy Assane at Student Hello, Its my pleasure to write you after going through your profile at ( www.slideshare.net) and have much interest to contact you for a good relationship, please i will like you to contact me through my email address (lizzyassane38@yahoo.com)for easiest communication so that i will explain to you further about me and also give you my picture, i am expecting your respond to my email address above. Lizzy. 2 weeks ago

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Ala'a Tarawneh, Co-Founder/CEO at Gadha قدها but what is the added value for the customer to have social media presence ? BMW is well known and got a niche people ... why do i want social media as a brand for customers who ever wants to buy a good car and love bmw will come to me 6 months ago

ldmabrasil Hello dear Litman, I like so much of your presentation. Could you provide me slides? regards, Leandro. ldmabrasil@gmail.com 1 year ago

Sasha Kettering, Golf Course Maintainance at Kohler Company http:/bmwsocialnetwork.com! The Real Deal! 1 year ago

Jessy at Jessy Nice slide! http://carshipping-quotes.blogspot.com/ 2 years ago

Michael Batistich, Strategist at We Are Social Nice work Michael 2 years ago

yenlex Mot bai rat hay 3 years ago