Automotive marketing using twitter v2

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Automotive marketing using twitter v2

  1. 1. How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people) May 20, 2009 Chris Baccus
  2. 2. Social Media Participation Junkie
  3. 3. What is Twitter in One Dumb Slide <ul><li>140 word micro-blogging site </li></ul><ul><li>You can “follow” friends, co-workers, brands, celebrities, “experts”, and a lot of people you don’t know </li></ul><ul><li>It can be about sharing mundane nonsense, but that is pointless </li></ul><ul><li>It’s more about sharing knowledge, interesting finds, and bit-sized thoughts </li></ul>
  4. 4. Twitter Stats <ul><li>Twitter Traffic Grows 1,382% In A Year (Feb. 08 vs. Feb. 09) </li></ul><ul><li>17 million unique visitors in April 2009 </li></ul><ul><li>Ranks as third largest social network </li></ul><ul><li>Average user spends 7.9 minutes a day </li></ul><ul><li>53% of users are female </li></ul>
  5. 5. Twitter U.S. Adoption <ul><li>60% of Twitter users fail to return in one month. </li></ul>
  6. 6. Index of Twitter Users by Age Group
  7. 7. My First Few Weeks <ul><li>Followed a bunch of “social media experts” </li></ul>Insight: Massive Diminishing Return. Follow no more than 3
  8. 8. Finally Some Good Advice <ul><li>Need to answer: Why are you on Twitter? </li></ul><ul><li>Professional Reason: To engage better with automotive minded people, brands, experts to gain marketing insights or trends and to promote my Auto Marketing Blog. </li></ul><ul><li>Personal Reason: I love talking cars </li></ul>Insight: Find people who share your interests
  9. 9. Communicate Effectively <ul><li>Communicate value </li></ul><ul><li>It’s okay to promote your blog just don’t ONLY do that </li></ul><ul><li>Don’t just share links - share why </li></ul>Insight: Remember everything you say is public
  10. 10. My Tweet Cloud I average 5.7 Tweets per day
  11. 11. My “Follow” Strategy Insight: If you don’t find value, purge Followed auto brands, dealers and publications Sometimes followed commentators who engaged with those accounts Followed people and websites I frequented Purged banal users and “copy/paste cats”
  12. 12. Why are they following me? Why are they following me? Why are they following me?
  13. 13. How I Engage <ul><li>Flock </li></ul><ul><li>Tweetie </li></ul><ul><li>TweetGrid </li></ul><ul><li>BigTweet </li></ul>
  14. 14. Autos on Twitter
  15. 15. Some of My Favorite Auto Follows
  16. 16. Auto Public Relations on Twitter <ul><li>Hailed as an effective way to monitor reputation, buzz, opinions, trends </li></ul><ul><li>Comcast and JetBlue are the darlings of PR Twittering </li></ul>
  17. 17. Auto Community on Twitter A chat all about cars, every Wed. Night from 8-10pm EST
  18. 18. Auto Contest Buzz - Nissan Cube Canada
  19. 19. Contest Effectiveness <ul><li>Too Early to Tell </li></ul><ul><li>Negative: Most of the banter is less about the brand and more about those wanting to get votes for a contest </li></ul><ul><li>Positive: Some coverage is done by traditional and online media that gets the brand mentioned in new ways </li></ul><ul><li>Buzz Measures Misleading: When analyzing the success of a contest try to isolate discussions about the product, campaign, and brand to gage if it was a success. </li></ul>
  20. 20. Who Is Using Twitter Most Effectively for Marketing? <ul><li>My Vote: Volvo XC60 </li></ul><ul><li>Why? Promotion of ride and drive events, engages with community, searches for those commenting on Volvo, shares information beyond just their launch. </li></ul><ul><li>Extra-Credit… </li></ul>
  21. 21. Volvo’s YouTube Twitter Ad Used DoubleClick's rich media dynamic data feed capability Largest expandable unit ever placed on YouTube's home page Volvo is about humanity. Twitter is about humanity. http://www.thevolvotwitterad.com/
  22. 22. An Effective Campaign Using Twitter <ul><li>Initial Goal: Stay connected to intenders by promoting test-drive events </li></ul>
  23. 23. An Effective Campaign Using Twitter <ul><li>2. Found Natural Ways to Engage with Twitter Community </li></ul>
  24. 24. An Effective Campaign Using Twitter <ul><li>3. Engagement in Volvo Related Tweets in a Welcoming Manner </li></ul>
  25. 25. And Lastly… Twitter is not a Strategy Strategy Message Delivery
  26. 26. Questions?
  27. 27. Thank You Christopher Baccus http://www.automarketingblog.com

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