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Growing [Auto Brand’s] Brand Through Social
June 2013
Why We’re Here

Having a social
strategy as part of
your integrated
marketing plans is
key for success

1

The Path to Pur...
The Path to Purchase
52%
of car owners change
brands when buying a
new vehicle

Source: Polk

Google Confidential and Proprietary
An Opportunity to Influence the Moments that Matter

63%
of new car buyers have an
initial brand in mind before
they start...
The Path to Purchasing a Car is Increasingly Social

94%
of Americans are likely to
turn to social media
when buying a car...
76%
of consumers feel that the auto
sector significantly lags other
retail industries in the use of
digital media tools su...
Responding to Consumer Behaviors
Customers are changing their online behavior,
so dealers and automakers need to adjust their
strategies to meet those cust...
US Automotive Industry Adjusts Media Mix
Ad Spending Growth, 2013
% change vs. prior year

26%

Digital
-8.6%
-13.4%

-13....
Online Ad Spending is on the Rise

billions	
  

8	
  
$6.34	
  

$6.90	
  

$7.44	
  

$5.58	
  

6	
  
$4.35	
  
4	
  

...
The Digital Shift
Channel Growth, 2013
% change vs. prior year

80%	
  
60%	
  
40%	
  
20%	
  
0%	
  

Source: Nielsen

G...
2013 Key Trends & Innovation
Key Trends in Auto

It’s The Year
of Brand
Advertising

Brands Don’t
Sell Brands,
People Sell
Brands

Focus on a
Younger
A...
Trend 1: The Year of Brand Advertising
Marketers Focus on Brand Advertising

63%

2013 Digital Spend by Objective
Automotive Industry

of marketers expect to inc...
Auto Brands are Fiercely Consistent Across Channels

Google Confidential and Proprietary
BMW Engages Consumers with Aspirational Content
Album received 400k+ likes
and 65k+ shares; contest had
1,500 video entrie...
Rapping Parents are Viral Video Gold

“The Motherhood",
promotes the British
release of the Fiat 500L
and has received ove...
Kia’s Hamster Commercial Goes Viral
Watch Video

A funny, weird and
provocative viralworthy video that
captured Kia’s bran...
Smart Car Defends Brand Image with Poop Tweet
Watch Video

.

In just 3 days,
the tweet generated

Wildfire customers
vs. i...
Trend 2: Brands Don’t Sell Brands, People Sell Brands

Google Confidential and Proprietary
We can do all the amazing advertising in the
world, but if a friend or a family member tells you
their story, it has a hig...
 

Car owners who are fans of their
manufacturer are stronger
advocates than those who aren’t,
and are able to share their...
 

Readers of consumergenerated reviews and
“forums” on Edmunds.com,
the automotive site, are

590%
more likely to buy a v...
Collaborative Car Configurator by Prius

Car shoppers get
immediate input on their
potential purchase by
inviting family a...
Nissan Gets Geneva Motor Show Attendees to Amplify Brand
.

When guests swiped their
.
badges at one of 14
activation poin...
Ford Uses Crowdsourcing to Release the 2014 Fiesta
The 2009 Fiesta crowd-sourcing
campaign generated 1.8M Facebook
fans an...
Trend 3: Focus on Young Drivers

Google Confidential and Proprietary
More than nine of 10
millennials -- "Generation Y"
babies born between 1980 and
2000 -- turn to the Internet when
shopping...
Millennials are Using Phones to Connect

Google Confidential and Proprietary
Social Channels, Like YouTube, Can Deliver a Massive Number of Millennials
Watch Video

	
  

Six

of the top twenty mostw...
Mercedes’ “Generation Benz”

Mercedes created a social
community of 20- and 30something customers,
dubbed "Generation Benz...
Dodge Dart Registry, a First-Ever Crowd-Funded Platform for Car Buyers
.

.
Since its launch, over
6,000 people have
parti...
Trend 4: Think Globally, Act Locally

Google Confidential and Proprietary
31%

of car buyers indicated they would likely
interact on Facebook with the dealership
they purchased from, if that abili...
Ohio Dealership Connects the Ford Brand with the Local Community
We build expectations,
relationships and trust through
on...
Advantage Nissan Shifts to Social Marketing & Drives Sales

Advantage Nissan used to
spend $25,000 monthly on
weekly newsp...
Discussion & Next Steps
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Social innovation for the auto industry

507

Published on

Wildfire by Google

Published in: Automotive

Transcript of "Social innovation for the auto industry"

  1. 1. Growing [Auto Brand’s] Brand Through Social June 2013
  2. 2. Why We’re Here Having a social strategy as part of your integrated marketing plans is key for success 1 The Path to Purchase 2 Responding to Consumers 3 2013 Trends & Innovation 4 Next Steps Google Confidential and Proprietary
  3. 3. The Path to Purchase
  4. 4. 52% of car owners change brands when buying a new vehicle Source: Polk Google Confidential and Proprietary
  5. 5. An Opportunity to Influence the Moments that Matter 63% of new car buyers have an initial brand in mind before they start researching, but... only 20% buy the first vehicle they research Source: Polk Google Confidential and Proprietary
  6. 6. The Path to Purchasing a Car is Increasingly Social 94% of Americans are likely to turn to social media when buying a car 75% of vehicle buyers find social networks useful PURCHASE 33% of social network users follow Auto brands to get advice on purchases Source: emarketer, accenture 21% of auto purchase decisions are influenced by social media – more than any other industry Google Confidential and Proprietary
  7. 7. 76% of consumers feel that the auto sector significantly lags other retail industries in the use of digital media tools such as video and 360-degree tours Source: accenture Google Confidential and Proprietary
  8. 8. Responding to Consumer Behaviors
  9. 9. Customers are changing their online behavior, so dealers and automakers need to adjust their strategies to meet those customers where they are online and with the information they’re looking for. Kate Bullach VP Marketing & Communications FordDirect Source: emarketer Google Confidential and Proprietary
  10. 10. US Automotive Industry Adjusts Media Mix Ad Spending Growth, 2013 % change vs. prior year 26% Digital -8.6% -13.4% -13.8% -25.6% Source: eMarketer Newspapers Radio Television Directories Google Confidential and Proprietary
  11. 11. Online Ad Spending is on the Rise billions   8   $6.34   $6.90   $7.44   $5.58   6   $4.35   4   $3.52   2   0   2011   Source: eMarketer 2012   2013   2014   2015   2016   Google Confidential and Proprietary
  12. 12. The Digital Shift Channel Growth, 2013 % change vs. prior year 80%   60%   40%   20%   0%   Source: Nielsen Google Confidential and Proprietary
  13. 13. 2013 Key Trends & Innovation
  14. 14. Key Trends in Auto It’s The Year of Brand Advertising Brands Don’t Sell Brands, People Sell Brands Focus on a Younger Audience Think Globally, Act Locally Google Confidential and Proprietary
  15. 15. Trend 1: The Year of Brand Advertising
  16. 16. Marketers Focus on Brand Advertising 63% 2013 Digital Spend by Objective Automotive Industry of marketers expect to increase online brand advertising budgets in 2013 vs. only 51% who plan to increase direct response Direct Response 60% Source: eMarketer Brand Advertising 40% Google Confidential and Proprietary
  17. 17. Auto Brands are Fiercely Consistent Across Channels Google Confidential and Proprietary
  18. 18. BMW Engages Consumers with Aspirational Content Album received 400k+ likes and 65k+ shares; contest had 1,500 video entries As an aspirational brand....we’re constantly looking at types of content— lifestyle content, cultural content and more product-focused content, such as technology or design stories. Keeping our fan base in the know about all things BMW is at the core of what we’re trying to do. Kate Alini Social Media & Emerging Technologies BMW of North America Google Confidential and Proprietary
  19. 19. Rapping Parents are Viral Video Gold “The Motherhood", promotes the British release of the Fiat 500L and has received over 4M views. Google Confidential and Proprietary
  20. 20. Kia’s Hamster Commercial Goes Viral Watch Video A funny, weird and provocative viralworthy video that captured Kia’s brand identity tagline…a new way to roll. Google Confidential and Proprietary
  21. 21. Smart Car Defends Brand Image with Poop Tweet Watch Video . In just 3 days, the tweet generated Wildfire customers vs. industry standards 22M+ Impressions 1,755% growth in Twitter followers 27% Increase in positive sentiment Source: http://industry.shortawards.com Google Confidential and Proprietary
  22. 22. Trend 2: Brands Don’t Sell Brands, People Sell Brands Google Confidential and Proprietary
  23. 23. We can do all the amazing advertising in the world, but if a friend or a family member tells you their story, it has a higher level of credibility. Timothy Mahoney EVP, Chief Product and Marketing Officer Volkswagen America Source: http://www.bu.edu/ Google Confidential and Proprietary
  24. 24.   Car owners who are fans of their manufacturer are stronger advocates than those who aren’t, and are able to share their recommendations with 3x more people than the average Facebook user   Source:  emarketer,  April  2011   Source: http://www.dealermarketing.com     Google Confidential and Proprietary
  25. 25.   Readers of consumergenerated reviews and “forums” on Edmunds.com, the automotive site, are 590% more likely to buy a vehicle than average site visitors. Source: edmunds.com   Source: eMarketer Google Confidential and Proprietary
  26. 26. Collaborative Car Configurator by Prius Car shoppers get immediate input on their potential purchase by inviting family and friends to a Google+ Hangout interactive video chat. Google Confidential and Proprietary
  27. 27. Nissan Gets Geneva Motor Show Attendees to Amplify Brand . When guests swiped their . badges at one of 14 activation points, information was instantly posted to social networks Google Confidential and Proprietary
  28. 28. Ford Uses Crowdsourcing to Release the 2014 Fiesta The 2009 Fiesta crowd-sourcing campaign generated 1.8M Facebook fans and 206k Twitter followers – reinforcing that consumers value other consumers testimonials. Ford spent only 10% of what a traditional new-car launch would have cost while still driving 40%+ in awareness and sales of 10,000 units in the first six days of the launch. Source: http://www.forbes.com Google Confidential and Proprietary
  29. 29. Trend 3: Focus on Young Drivers Google Confidential and Proprietary
  30. 30. More than nine of 10 millennials -- "Generation Y" babies born between 1980 and 2000 -- turn to the Internet when shopping for a new car or truck Source: http://nbcnews.com Google Confidential and Proprietary
  31. 31. Millennials are Using Phones to Connect Google Confidential and Proprietary
  32. 32. Social Channels, Like YouTube, Can Deliver a Massive Number of Millennials Watch Video   Six of the top twenty mostwatched advertisements on YouTube of all-time are automotive related   Source: The role of Internet in the New Car Purchase, Google   Google Confidential and Proprietary
  33. 33. Mercedes’ “Generation Benz” Mercedes created a social community of 20- and 30something customers, dubbed "Generation Benz," whom Mercedes marketing teams regularly consult about habits and preferences. Google Confidential and Proprietary
  34. 34. Dodge Dart Registry, a First-Ever Crowd-Funded Platform for Car Buyers . . Since its launch, over 6,000 people have participated in this social experiment by signing up for their own Dart Registry. Source: http://therealtimereport.com Google Confidential and Proprietary
  35. 35. Trend 4: Think Globally, Act Locally Google Confidential and Proprietary
  36. 36. 31% of car buyers indicated they would likely interact on Facebook with the dealership they purchased from, if that ability were available 36% maintenance of buyers make decisions based on social media Source: http://drivingsales.com Google Confidential and Proprietary
  37. 37. Ohio Dealership Connects the Ford Brand with the Local Community We build expectations, relationships and trust through online dialogue, knowing that if we successfully accomplish all three, we will be first in the customer’s mind when it comes time to service or purchase a vehicle. Google Confidential and Proprietary
  38. 38. Advantage Nissan Shifts to Social Marketing & Drives Sales Advantage Nissan used to spend $25,000 monthly on weekly newspaper, radio and TV advertising. Now the team spends $8,000 on digital ads and social marketing, which results in 68% of business starting online Source: http://drivingsales.com Google Confidential and Proprietary
  39. 39. Discussion & Next Steps
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