Transcript of "Emarketer webinar automotive social media trends 2011 v2"
Presented by: Debra Aho Williamson Principal Analyst @DebraWilliamson J A N U A R Y 2 0 , 2 0 1 1 Automotive Social Media Marketing Outlook for 2011 Sponsored by:
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 2012 Twitter: #eMwebinar
Changing automotive consumer usage patterns make social media a must <ul><li>Facebook is still growing. It ’s a top site around the world and the fourth largest in the US (comScore) . </li></ul><ul><li>Worldwide usage is rising. Six out of 10 frequent internet users worldwide have a social network profile (UM). </li></ul><ul><li>Brand interactions are increasing. Coupons, deals and discounts are encouraging consumers to engage with marketers. </li></ul>Twitter: #eMwebinar
However, not every dealer or car company has adopted social media at the same rate — and some never will
Trend #2 Social Media Gets Its Share of Automotive Marketing Dollars
More than 8 in 10 car companies plan social media spending increases in 2011 Twitter: @eMarketer @DebraWilliamson
Trend #3 Social Media Will Be Integrated into Automotive Marketing Planning
The more experienced companies get, the more they realize the need to integrate social media
Marketing and PR are much further along than other corporate departments Twitter: #eMwebinar
How Intel and GM manage social media “ Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” — eMarketer interview with Kathleen Malone, senior manager and social media strategist “ The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” — eMarketer interview with Christopher Barger, global director of social media Twitter: @eMarketer @DebraWilliamson
As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling Twitter: #eMwebinar
Social media will rival email marketing for budget increases Twitter: @eMarketer @DebraWilliamson
Pepto Shelves Traditional Media <ul><li>July 2010: Cut traditional media spending to 10%-20% of budget </li></ul><ul><li>Created Facebook page, Twitter feed </li></ul><ul><li>Dec. 2010: Posted YouTube videos starring ‘Hangover’ actor Ken Jeong </li></ul>
What Pepto Achieved “ The best results we’ve seen in years.”—P&G <ul><li>200% increase in online buzz year-over-year </li></ul><ul><li>Sales volume up 7% in July, August, November </li></ul><ul><li>83,000 Facebook “likes” (but only 284 Twitter followers) </li></ul>
Trend #5 Facebook is Running Away With the Display Ad Market (or is it?)
Facebook now gets nearly one-quarter of all display ad impressions Twitter: #eMwebinar
But social media will also jockey with search for ad dollars Twitter: @eMarketer @DebraWilliamson
So keep your eye on this: Is Facebook taking search dollars or display dollars?
Trend #6 Automotive Consumer Usage of Social Media Is Still Rising
Across all generations, more car buyers than ever are using social networks
Some demographic trends <ul><li>75% of teens use Facebook. By age 17, 86% do (Ipsos Public Affairs) . </li></ul><ul><li>85% of online users ages 45-54 use some form of social media, plus 79% of the 55+ group (Harris Interactive). </li></ul><ul><li>If you are Hispanic, black and/or female you are more likely to use Twitter. But overall, only 8% of online Americans do (Pew) . </li></ul>Twitter: @eMarketer @DebraWilliamson
Trend #7 “ Like” Is Only the Beginning of the Automotive Brand Relationship
“ Liking” something is easy — and it’s become very popular Twitter: #eMwebinar
Some stats to <ul><li>Facebook serves over 2 billion “like” buttons every day </li></ul><ul><li>Over 2 million websites have incorporated the functionality </li></ul><ul><li>“ Like” buttons that incorporate faces of friends are up to 10x more likely to be clicked </li></ul>Source: 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 too easy to click the “like” button? And does it create a sustained customer relationship for dealers and car companies?
Strategies for taking automotive consumers from “like” to love <ul><li>Quality may be more important than quantity. Use your “likes” wisely; aim to drive more engagement, not just collect fans. </li></ul><ul><li>Ask why. Always strive to learn more: Why was some content “liked” and some not? What does “like” mean to YOUR consumers? </li></ul><ul><li>Don ’t assume that “like” lasts forever. It’s an invitation to get closer, but it’s not an open door. </li></ul>Twitter: @eMarketer @DebraWilliamson
Automotive Brand metrics are still the most common things to measure
Although budgets are rising, the ROI question is still not answered Twitter: #eMwebinar
Yes, Virginia, social media CAN deliver actual car buying customers <ul><li>There ’s no excuse for not measuring. 47% of marketers aren’t even trying. What?!? ( Econsultancy). </li></ul><ul><li>36% of marketers have used social media to convert a customer from first contact to sale. Another 25% are getting close (R2integrated) . </li></ul><ul><li>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.* </li></ul><ul><li>*Donna Hoffman & Marek Fodor, MIT Sloan Management Review, October 2010 </li></ul>Twitter: @eMarketer @DebraWilliamson
Mobile social network usage will more than double between 2010 and 2015
Location-based services have surged but aren ’t yet mainstream
Checking in motivated by prospect of value exchange: obtaining useful information and finding deals Twitter: #eMwebinar
Marketer spending around location is starting to ramp 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 spending Twitter: @eMarketer @DebraWilliamson
Worldwide ad spending on Facebook to rise more than $2 billion this year <ul><li>Facebook ’s Power: </li></ul><ul><li>Will represent 7.7% of US online ad spending in 2011 </li></ul><ul><li>Will control 68% of worldwide social network ad spending in 2011 </li></ul><ul><li>Performance marketers will make up as much as 60% of ad revenues </li></ul>Twitter: #eMwebinar
Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar Sponsored by: Social Media Outlook for 2011 Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address]
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