Auto Ride And Drive Experiential Marketing

1. applied
social
The art and science of bridging
online/offline consumer
experiences.
Ride and Drive Proposal
01/15/2016

2. You can guess what potential customers are thinking.
Or you can understand what they’re considering.
We can help with the latter.

3. Traditional Purchase Funnel
Familiarity
Opinion
Purchase Intent
Handraiser
Conversion
Awareness
POTENTIAL
CUSTOMERS
ENTER HERE
BUYER
EXITS HERE
Metrics are good enough,
but leave much to be desired…
• No real understanding of why
behavior happened
• No established trust or credibility
• No inherent loyalty
• ROI is muddy

4. Applied Social: Auto Buyer Lifecycle
Build Brand Loyalty
and connect customers by
converting your CRM data into
an online audience
Win Over Prospects
before they begin
shopping for a vehicle
Reach 4X More
consumers likely to be in
market for a vehicle
Connect Owners
Influence Near Market
Convert In Market

5. Awareness Consideration Engagement
Applied Social: Approach
New visibility and controls…
• Funnel swap for Social Graphs
• Initial connection established with
trust or credibility
• Clear understanding of why behavior
happened (human to human insight)
• Loyalty halo drawn from Influencers
• Metrics get stronger with each
interaction
• ROI is clear
COMMUNICATION AND EXPERIENCE CONTROLS

6. Applied Social: Stats
Source: Twitter Automotive Study

7. Applied Social: Stats
Source: Twitter Automotive Study

8. Applied Social: Data Cycle
Each touchpoint on the consumer’s
journey produces data outputs. Each
output provides insight to inform further
conversations and promote behavior
change. For us, that means moving
online action to offline action.
In-Market Social Media
Brand Content
& Virtual Reality
Demos
Hand Raisers
Online Leads
Onsite Test Drives

9. Applied Social: Two Program Types
2.
Social Intercept
transform behavior
through social
engagement
1.
Influencer Marketing
transform
conversations
through authored
content

10. Influencer
Marketing?
What is…

11. Creation and curation of authentic brand
communications distributed over social
networks to communities of targeted,
potential customers through human-to-
human conversations.
Influencer Marketing: Simple Definition
Influencer Marketing

12. Influencer Marketing: Program Summary
Trust
Earned trust and connectivity with large, likeminded
communities
Expertise
Topic/category knowledge or expertise sought to help guide
purchases
Content
Relevant, resonant and valued welcomed when promoted
by trusted source versus broadcast via ads
Consumers look to each other and
their favorite online personalities over
companies to inform their purchases.
Trust, expertise and meaningful content
are core components of a successful
Influencer marketing program.

13. Influencer Marketing: Identification Methodology
Online influence creates a world of
possibilities — locally and at scale.
But no two Influencers are the same.
Evaluating strengths and weaknesses
is essential.
Resonance
Typical duration, rate and level of interactivity around re: content or a
specific conversation. (e.g. How long does her posts stay alive in the
social streams? How many people engage with his or her content on
each social network?)
Reach
Influencer popularity or number of followers on social networks. (e.g. How
far will the information he disseminates go, and what particular audiences
will he reach?)
Relevance
Influencer expertise and the types of social communities in which she
engages. (e.g. How does her expertise align with our positioning? Has she
worked with a competitor?)
Readiness
Prior experience participating in a sponsored campaign. (e.g. Is our
Influencer familiar with advertising guidelines and contractual
engagements of this nature, and will he need to be trained or consulted?)

14. Influencer Marketing: Influencer Indexing
Influencers occupy a wide and varied
social landscape. Their are costs and
benefits to who is approached and
how they are ultimately engaged.
Ambassadors
Individuals remunerated by or allied with a brand or cause. Their actions
are in some manner endorsed by the brand and done so in a transparent
way and to mutual benefit
Advocates
Individuals who show support for, plead the case of or defends a position
or brand/cause/product out of personal interest/passion while remaining
formally unaffiliated
Citizens
Individuals considered "everyman" with a greater-than-average likelihood
to influence an audience through their social networks
Professionals
Individuals by profession function as influencers of others through their
authoritative voice
Celebrities
Individuals whose name recognition affects broad public interest and
commands a different payment structure because of mass audience and
appeal

15. Social
Intercept?
What is…

16. Social Intercept: Simple Definition
Social Intercept
Consumer intelligence used to inform
and affect shopping behavior in real time
by leveraging insights gained from
human-to-human conversations.

17. ®Social Intercept: In Action
Conversation Activity Conversation Drilling
We drop a pin and listen to all the conversations local to
specific location
Then we drill down to see the conversations that show
shopping intent or relevant cues to engage a
conversation related to our program.

18. ®Social Intercept: In Action
Shopping Intent
Interactions that surface conversations with language
indicative of shopping intent are engaged.
“Thinking about checking out the Auto
Show…”
“Can’t decide between a Toyota and a Kia…”
“Can anyone recommend a dealership…?”
“Want to look at the new Ford F150…”
“Just learned my insurance company totaled
my car…”

19. Social Intercept: In Action ®
Promoted by applied social
Your_Brand @Company
car today

20. Chicago
Going Social
Imagine…

21. Proposed Program: Social Ride and Drive (Chicago)
+
“Can’t decide between Hyundai and
Toyota…”
“Anyone recommend the SUV…?”
“Going car shopping…"
“I need a new car…”
=
Ride and Drive Events.
Reinvented.
Influencer Marketing
& Social Intercept

22. Proposed Program: Social Ride and Drive (Chicago)
Trust
Select Influencers chosen for quality and topic interests of
their communities along with their ability to influence
consumers to take action
Expertise
Select Influencer group chosen as knowledge bearers to
elevate program results and stickiness
Content
Relevant, resonant and valued content (articles, blogs, video
and photography) available for use in all earned and owned
media channels
Targeting
Geofencing and demographic profiling to pin-point in-
market shoppers on their real-time journey to purchase
Volume
Increase in show and Ride and Drive traffic from online
engagement to offline experience
Data
Lead generation and user conquests data from social
interactions is migrate-ready and integratabtle
+
Ride & Drives.
Reinvented.

23. The
Idea
Here’s…

24. #ChicagoLikes
This is…

25. #ChicagoLikes: Idea Summary
Turning online “likes” into offline action
In this concept, 3 Influencer will set out to show us and their followers what they like about Chicago.
And they’ll do in a new Toyota. Favorite restaurants, street art pieces, handcrafted products from
local shops — all will be on display using visual platforms such as Instagram, snapchat, Periscope
(and others). As they document their tour, and how well the Toyota fits this city, we’ll promote social
engagement through “likes” and a chance to win some of the gear our Influencers have purchased
during their drive. of course, all winning and pick ups will be done at the Auto Show after they too
drive a new Toyota.
Local and General Market
With geo-targeted listening, we’ll source local Influencers that exhibit a variety of interests to
guarantee we’re attracting a wide net of followers within driving distance to the Auto Show’s Ride
and Drive activation.
Local and Diverse
By adjusting our Influencer search parameters, we will target Hispanic Influencers that can promote a
tour of things they like within the Hispanic community.
As our Influencers post and update, and add “likes” to their conversation streams, we’ll be amplifying
our program and their messages into a new and separate group of users online.
Additional Interactions
A like-like-go scavenger hunt. This would work similar to the above with one exception: Influencers
will have a GoPro equipped Toyota and a list of local, Hispanic favorites (suggested by their
audiences, up to 8) at opposite ends of Chicago and ending at the Auto Show. Engagement will
include suggestions, “likes” and “helpful hints” which will create conversation around the program.

26. #ChiTownRoadTrip
This is…

27. #ChiTownRoadTrip: Idea Summary
All Roadtrips are Local
Here, 3 Influencer will descend on the city from three different locations outside of Chicagoland in
order to truly experience and appreciate the performance, comfort and technology of a winter drive in
a new Toyota. As they document their travels, they’ll expose their communities to some lesser known
eateries, swap meets and coffee shops as well as some of the cooler features offered in 2016
vehicles. The tour will begin at a local dealership, where our Influencers will pick up their road car,
and end at the Auto Show. At the dealership, Influencers will also pick up a travel kit (iPhone lenses,
phone mount, pack, etc…). A similar kit will be given out as a promotional incentive to one lucky
follower that meets them at the Auto Show after they too drive a new Toyota.
As our Influencers post and update, and add “likes” to their conversation streams, we’ll be amplifying
our program and their messages into a new and separate group of users online.
Local and General Market
With geo-targeted listening, we’ll source local Influencers that exhibit a variety of interests to
guarantee we’re attracting a wide net of followers within driving distance to the Auto Show’s Ride
and Drive activation.
Local and Diverse
By adjusting our Influencer search parameters, we will target Hispanic Influencers that can promote a
trip of things of interest to the Hispanic community.

28. Communications Plan: How it works
PRE-EVENT DURING THE EVENT POST EVENT
Determine influencer demo appropriate to vehicle and
perform outreach to those influencers
Provide a unique extended influencer road trip
experience
Followup with influencers to promote recap posts and
blogs
Post on influencer channels an invite for auto show
meet up at the rid & drive
Outfit vehicle with GoPro cameras or 360 video rigs to
record experience
Provide a succinct program one-sheet
Set targeting parameters in region for people who raise
hands as in-market on social channels
Encourage real-time check-ins at ride & drive with
posting of content to social channels of influencers and
their fans that attend the event
Produce wrap-up video for OEM social channels
Determine road trip activity to auto show that aligns with
vehicle
Provide additional “exclusive” content for in-market
customers and followers of influencers
Establish an RSVP opportunity for auto show invites of
influencer fans
Influencer only contest to win something you can’t get
elsewhere

29. Social Ride and Drive: Program Budget

30. Our…
Cases
w/ Context

32. Contact Information:
Bill Soule
310/828-1300
bill@appliedsocial.media
applied
social
Let’s continue the conversation