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Piskorski-Seguros

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  • 1. Social Strategies in Automotive Industries Follow me on Twitter: @mpiskorski Associate Professor of Strategy and Richard Hodgson Fellow Harvard Business School 1© 2012 Mikolaj Jan Piskorski
  • 2. 2,000,000,000+ internet users are very social Index of relative number of visits Company website Politics Newspapers Social 0 20 40 60 80 100 Number of visits© 2012 Mikolaj Jan Piskorski
  • 3. And they are your customers! 16% Percentage of social networkers 14% 12% 10% 8% 6% 4% 2% 0% 15-24 25-34 35-44 45-54 55+ Women Men© 2012 Mikolaj Jan Piskorski
  • 4. And they are your customers in Chile too! 1.6 1.4 1.2 Millions of users 1 0.8 0.6 0.4 0.2 0 18-24 24-35 36-45 45-55 55- Male Female© 2012 Mikolaj Jan Piskorski
  • 5. They love to look at other people, not companies… Email Adding/remo 5% ving friends 8% Adding content 8% Viewing pictures and profiles 79%© 2012 Mikolaj Jan Piskorski
  • 6. They also love video and mobile… • Video • 80% of social platform users do this • Average = 150 videos/month • Men watch 2x as many videos as women do • Mobile • 40% global cellphone users have data access • Primary activity: search + social networks • 45% of Facebook traffic is mobile now© 2012 Mikolaj Jan Piskorski
  • 7. Social media is critical to car industry: Bought as a result of seeing content on social media Nonalcoholic beverages Healthcare Personal care Alcoholic beverages Travel Financial services Food Automotive 0 5 10 15 20 25 Percentage of social network users© 2012 Mikolaj Jan Piskorski
  • 8. Social is critical to automobile industry: People use social when they make decisions • 80% of auto shoppers in US use Facebook • 30% use it to make car buying decision • 41% saw post and added a car to consideration • 58% mentions new car purchase on Facebook • What kinds of content matters to them? • 60% will get advice from friends • 60% will go to company page on Facebook • 50% will go to dealership page on Facebook© 2012 Mikolaj Jan Piskorski
  • 9. Social is critical to automobile industry: They want to connect to brands and other drivers! 70 Percentage of respondents 60 50 40 30 20 10 0 Discounts Get advice Identify with Customer Connect to other brand service consumers Food Travel Financial services Cars© 2012 Mikolaj Jan Piskorski
  • 10. Four steps to successful social strategy Find your current and future customers Integrate social Make their social technologies into experience better your business Get them to tell their© 2012 Mikolaj Jan Piskorski friends how great you are
  • 11. Connect: Use a Facebook Page as your entry point© 2012 Mikolaj Jan Piskorski
  • 12. Connect: Ask your customers off-line to “Like” you© 2012 Mikolaj Jan Piskorski
  • 13. Connect: Ask on-line customers to “Like” you and use the power of social endorsement!© 2012 Mikolaj Jan Piskorski
  • 14. Engage: Content that makes their social experience better • You are not a friend, you are a brand • Research shows you should stay on brand • Use pictures and video • 30% people search for car after seeing a video of it online© 2012 Mikolaj Jan Piskorski
  • 15. Engage: Content that makes their social experience better • Get others to tell your story • 60% people do not believe stories that car companies tell • User generated content • Volkswagen • Ford Fiesta Movement • Chevy Sonic© 2012 Mikolaj Jan Piskorski
  • 16. Engage: Typical economic outcomes for social campaigns • Ford Fiesta • Some videos received 200,000 views – average 1,600 • 1st quarter name recognition at 42% of intending to buy • Compare to 23% for Nissan Cube comparable • 289,000 website visitors vs. 144,000 comparable • 20% configured vehicle online • 72,000 annualized test drives • Cost them roughly $6 million • $83 / test drive versus $300 average for the category© 2012 Mikolaj Jan Piskorski
  • 17. Influence: Get people to tell their friends how great you are© 2012 Mikolaj Jan Piskorski
  • 18. Influence: Get people to tell their friends how great you are© 2012 Mikolaj Jan Piskorski
  • 19. If you really want friends to influence others, you need to integrate into product experience© 2012 Mikolaj Jan Piskorski
  • 20. Integrate: eBay and GroupGifts© 2012 Mikolaj Jan Piskorski
  • 21. Integrate: eBay and GroupGifts© 2012 Mikolaj Jan Piskorski
  • 22. Integrate: eBay and GroupGifts© 2012 Mikolaj Jan Piskorski
  • 23. Integrate: eBay and GroupGifts© 2012 Mikolaj Jan Piskorski
  • 24. Integrate: eBay and GroupGifts© 2012 Mikolaj Jan Piskorski
  • 25. Integrate + Influence: eBay and GroupGifts© 2012 Mikolaj Jan Piskorski
  • 26. Integrate + Influence: Economic outcomes of integration campaigns • Lots of happy people getting gifts • Average 4.2 contributors • Economic benefits • Average ticket price increased 5 times • 1 in 3 people signed up for a PayPal account • Everyone returned to eBay four times • How much did this cost eBay? • Fixed cost of technology, nothing in marginal costs© 2012 Mikolaj Jan Piskorski
  • 27. Integrate + Influence: General prescription Use Facebook Platform • To get friendship data • To write to people’s profiles How American Express is growing market share over Visa and MasterCard? And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free as • Or in the off-line world they connect to others© 2012 Mikolaj Jan Piskorski
  • 28. Integrate + Influence: How to leverage this in car selling? Use Facebook Platform Use your Facebook • To get friendship data to sign up for • To write to people’s profiles exclusive preview test rides…And post this on your Facebook page to get your friends to vote for you Want to be the 1st to test ride? And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free as • Or in the off-line world they connect to others And bring at least© 2012 Mikolaj Jan Piskorski three friends!
  • 29. Integrate + Influence: How to leverage this in car selling? Use Facebook Platform Sign up if you • To get friendship data already own • To write to people’s profiles Post on-line discounts for your Come to service friends to use your car And get them to do To connect people to tasks for you each other in ways • Such as advertising or • They can’t connect on FB providing inputs for free as • Or in the off-line world they connect to others© 2012 Mikolaj Jan Piskorski
  • 30. Four steps to successful social strategy Start with Facebook Pages Make sharing Provide pics and video central to your and get others to do it business model Get people to share© 2012 Mikolaj Jan Piskorski content with their friends
  • 31. Thank you! @mpiskorski More detail: http://bit.ly/SocialCarReport 31© 2012 Mikolaj Jan Piskorski