Scaling API-first – The story of a global engineering organization
M.piskorki
1. Social Strategies in Automotive Industries
Follow me on Twitter: @mpiskorski
Associate Professor of Strategy and Richard Hodgson Fellow
Harvard Business School
1
2. 2,000,000,000+
internet
users
are
very
social
Index
of
rela4ve
number
of
visits
Company
website
Poli<cs
Newspapers
Social
0
20
40
60
80
100
Number
of
visits
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
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
5. They
love
to
look
at
other
people,
not
companies…
Email
Adding/
5%
removing
friends
8%
Adding
content
8%
Viewing
pictures
and
profiles
79%
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
7. Social
media
is
cri<cal
to
car
industry:
Bought
as
a
result
of
seeing
content
on
social
media
Nonalcoholic
beverages
Healthcare
Personal
care
Alcoholic
beverages
Travel
Financial
services
Food
Automo<ve
0
5
10
15
20
25
Percentage
of
social
network
users
8. Social
is
cri<cal
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
9. Social
is
cri<cal
to
automobile
industry:
They
want
to
connect
to
brands
and
other
drivers!
70
60
Percentage of respondents
50
40
30
20
10
0
Discounts Get advice Identify with Customer Connect to other
brand service consumers
Food Travel Financial services Cars
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
friends how great you are
14. Engage:
Content
that
makes
their
social
experience
beer
• 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
15. Engage:
Content
that
makes
their
social
experience
beer
• 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
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
26. Integrate
+
Influence:
Economic
outcomes
of
integra<on
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
27. Integrate
+
Influence:
General
prescrip<on
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
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
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
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
content with their friends
