All of the people who matter to
Automotive
Jorre Rienstra, Global Marketing Solutions, October 2013
Jorre Rienstra
Global Marketing Solutions, Facebook
The big picture
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Car sales are down 25% compared to
2012
Source: CapGemini “Cars Online 11-12” and McKinsey “The Consumer Decision Journey
Initial Consideration PurchaseActive eva...
Traditional marketing
channels also present
challenges
43% of
consumers wait
< 1 month
before visiting a
dealership
3:11 3:49 4:33 5:16
4:24
4:34
4:38
4:31
1:36
1:34
1:32
1:26
0:50
0:44
0:38
0:32
0:45
0:37
0:28
0:20
2010 2011 2012 2013
Di...
…and is a 100% driven by mobile
0:26 0:28 0:31 0:36
2:22 2:33 2:27 2:19
0:24
0:48
1:35
2:21
2010 2011 2012 2013
Other Desk...
Mobile = the Primary interface used
25%
37%
25%
6%
7%
All Auto Fans NL
Desktop
Mobile Android
Mobile iPhone
Mobile iPad
Mo...
But marketers are
still spending their
budget elsewhere
15%
Print
OOH
50%
TV
5%
DM
15%
Radio
5%
Digital??
<1%
Mobile??
10%...
So mobile has become the first
screen & preferred information source
And the closest you can
be to your customer
throughout the day
Source: IDC Always Connected Report, US, March 2013
79%of s...
How can Facebook help Automotive?
Targeted
reach
Deep
engagement
Proven
results
So focus on metrics that matter
“By using Facebook I increased the efficiency
of the marketing budget with 25%”
I want to ...
Use Facebook throughout the lifecycle
People
Buy
People Shop
People
Own &
Care
Use Facebook throughout the lifecycle
People
Buy
People Shop
Build Awareness &
Consideration
People
Own &
Care
You can reach
Real People
every day
Focus on getting your brand message in
the News Feed!
Real identity means little waste
Broad Audience like Women 25-54
FACEBOOK
6% WASTE
ONLINE AVERAGE
23% WASTE
BROADCAST TV
7...
Narrow Audience like Women 18-34
FACEBOOK
9% WASTE
ONLINE AVERAGE
73% WASTE
BROADCAST TV
93% WASTE
Source: Nielsen OCR and...
Volvo Nederland
Facebook extended
the campaign reach
above that of TV by
another 48.8%
(TV reach was 27.4%)
The ad recall ...
Traditional new vehicle launch approach
Source: Jim Farley, Ford GVP of Sales, Marketing, and Service
BrandCommunication
C...
Launching a new vehicle for 200K
Goal
Primary: introducing Car X, create awareness/consideration/intent
Secondary: generat...
Launching a new vehicle for 200KBrandCommunication
Pre-launch (8wk)
Push PR content to
target group, Fans & FoF
Sell inven...
Use Facebook throughout the lifecycle
People
Buy
People Shop
Capture In-market
Shoppers
People
Own &
Care
Sales on Facebook? No way!
Met 14% bijtelling en
2.000 euro korting,
vraag nu een proefrit
aan!
De nieuwe Mini Sidewalk
Mi...
Creative is just as important as targeting
W 18–34
In market
Practical Family
car
W 18–34
In market
Trendy, work
car
Tailor messages to reach different segments
Old way
All potential
car shoppers
“On road or off-road,
it’s got it all.”
Tailor messages to reach different segments
New way
Meet the all new 2013 Fasler.
...
Tailor messages to reach different segments
New way
Meet the all new 2013 Fasler.
http://bit.ly/Qt5lu5
“Built tough for yo...
Tailor messages to reach different segments
New way
Meet the all new 2013 Fasler.
http://bit.ly/Qt5lu5
“More miles per gal...
Skoda NL
65%
lower CPL than
target!
Placement
• News feed desktop
• News feed mobile
• Log-out experience
• Right-hand side
Ad Format
• Photo Page post ad
• L...
Use Facebook throughout the lifecycle
Shop &
buy
Build
consideration set
Own
& service
Drive Service
Revenue and Loyalty
Define your brand purpose on Facebook
Value of an Auto Fan can be huge
$ 1.613
Source: Syncapse Value of a fan study, March 2013
Use your email database data to find
customers with Custom Audiences
Your email
database
People on
Facebook
Average range
...
Increase loyalty through many lightweight
interactions over time
Mercedes Benz NL“FB was able to
improve important
image statements
where as traditional
ads over the last
decade weren’t
T...
“Content is only as good as how many of
the right people it reaches”
So go beyond your fans and super-
engaged users if yo...
FB Automotive Monitor – Reach
278,007
211,619207,892
162,954
140,353
128,173
113,932
72,310
63,554 61,860 57,160
44,503
9,...
FB Automotive Monitor – SOV
17.89%
13.61%
13.37%
10.48%
9.03%
8.25%
7.33%
4.65%
4.09%
3.98%
3.68%
2.86%
0.64%
0.14%
Source...
FB Automotive Monitor – Penetration
Source: Facebook internal data
5.56%
4.23% 4.16%
3.26%
2.81%
2.56%
2.28%
1.45%
1.27% 1...
Automotive KPI setting
People Buy
People Shop
People Own & Care
• Awareness
• Opinion
• Consideration
• Traffic
• Leads
• ...
Key take aways
Focus marketing efforts on where your
customers spend the most of their time
Bring your brand to life on Facebook,
just like you do on other channels
Tap into our massive reach and
targeting capabilities to drive
marketing efficiency & ROI
Start with setting real business goals
Thank you!
The Facebook Conference - Jorre Rienstra - Facebook
The Facebook Conference - Jorre Rienstra - Facebook
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The Facebook Conference - Jorre Rienstra - Facebook

  1. 1. All of the people who matter to Automotive Jorre Rienstra, Global Marketing Solutions, October 2013
  2. 2. Jorre Rienstra Global Marketing Solutions, Facebook
  3. 3. The big picture
  4. 4. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 Car sales are down 25% compared to 2012
  5. 5. Source: CapGemini “Cars Online 11-12” and McKinsey “The Consumer Decision Journey Initial Consideration PurchaseActive evaluation Numberofvehiclesinconsideration People are considering more vehicles than ever during the shopping process Then Now
  6. 6. Traditional marketing channels also present challenges 43% of consumers wait < 1 month before visiting a dealership
  7. 7. 3:11 3:49 4:33 5:16 4:24 4:34 4:38 4:31 1:36 1:34 1:32 1:26 0:50 0:44 0:38 0:32 0:45 0:37 0:28 0:20 2010 2011 2012 2013 Digital TV Radio Print Other Digital media consumption is up 65% since 2010…
  8. 8. …and is a 100% driven by mobile 0:26 0:28 0:31 0:36 2:22 2:33 2:27 2:19 0:24 0:48 1:35 2:21 2010 2011 2012 2013 Other Desktops & Laptops Mobile Source: eMarketer US Time Spent with Media, August 2013
  9. 9. Mobile = the Primary interface used 25% 37% 25% 6% 7% All Auto Fans NL Desktop Mobile Android Mobile iPhone Mobile iPad Mobile other 37% 28% 21% 6% 8% All Fans NL Desktop Mobile Android Mobile iPhone Mobile iPad Mobile other Source: Facebook internal data
  10. 10. But marketers are still spending their budget elsewhere 15% Print OOH 50% TV 5% DM 15% Radio 5% Digital?? <1% Mobile?? 10% POS other
  11. 11. So mobile has become the first screen & preferred information source
  12. 12. And the closest you can be to your customer throughout the day Source: IDC Always Connected Report, US, March 2013 79%of smartphone users keep their phones with them for all but two hours of their waking day
  13. 13. How can Facebook help Automotive?
  14. 14. Targeted reach Deep engagement Proven results
  15. 15. So focus on metrics that matter “By using Facebook I increased the efficiency of the marketing budget with 25%” I want to have more fans than competitor x I know the lifetime value of my fans IPM+ must increase with 25% this year High quality content that reaches the right people and impacts brand metrics Organic Reach must be > 30% 20% of all leads are generated through Facebook with 50% lower CPL
  16. 16. Use Facebook throughout the lifecycle People Buy People Shop People Own & Care
  17. 17. Use Facebook throughout the lifecycle People Buy People Shop Build Awareness & Consideration People Own & Care
  18. 18. You can reach Real People every day
  19. 19. Focus on getting your brand message in the News Feed!
  20. 20. Real identity means little waste Broad Audience like Women 25-54 FACEBOOK 6% WASTE ONLINE AVERAGE 23% WASTE BROADCAST TV 78% WASTE Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12
  21. 21. Narrow Audience like Women 18-34 FACEBOOK 9% WASTE ONLINE AVERAGE 73% WASTE BROADCAST TV 93% WASTE Source: Nielsen OCR and Television Ratings Real identity means little waste
  22. 22. Volvo Nederland Facebook extended the campaign reach above that of TV by another 48.8% (TV reach was 27.4%) The ad recall of Facebook was 15% higher than TV Ad recall also performed better amongst male and premium car owners
  23. 23. Traditional new vehicle launch approach Source: Jim Farley, Ford GVP of Sales, Marketing, and Service BrandCommunication Consumer Opinion Post-launchLaunchPre-launch Media
  24. 24. Launching a new vehicle for 200K Goal Primary: introducing Car X, create awareness/consideration/intent Secondary: generate leads (test drives & brochure downloads) Target group Men & Women 24 – 44 (3,6 mio users) Budget 200K Timing October – December, 12 weeks ?
  25. 25. Launching a new vehicle for 200KBrandCommunication Pre-launch (8wk) Push PR content to target group, Fans & FoF Sell inventory of old model with performance campaign 30K Launch (4wk) Use premium and self serve products to reach target audience 2x a week 140K Post-launch (4wk) Set up performance campaigns to convert target group 30K
  26. 26. Use Facebook throughout the lifecycle People Buy People Shop Capture In-market Shoppers People Own & Care
  27. 27. Sales on Facebook? No way! Met 14% bijtelling en 2.000 euro korting, vraag nu een proefrit aan! De nieuwe Mini Sidewalk Mini.nl
  28. 28. Creative is just as important as targeting W 18–34 In market Practical Family car W 18–34 In market Trendy, work car
  29. 29. Tailor messages to reach different segments Old way All potential car shoppers
  30. 30. “On road or off-road, it’s got it all.” Tailor messages to reach different segments New way Meet the all new 2013 Fasler. http://bit.ly/Qt5lu5 “On road or off-road, it’s got it all.” On road or off-road, it’s got it all. F 18–45 Sedan Outdoors
  31. 31. Tailor messages to reach different segments New way Meet the all new 2013 Fasler. http://bit.ly/Qt5lu5 “Built tough for your peace of mind.” “Built tough for your peace of mind.” Built tough for your peace of mind. F 18–45 Sedan Moms
  32. 32. Tailor messages to reach different segments New way Meet the all new 2013 Fasler. http://bit.ly/Qt5lu5 “More miles per gallon. More pavement to cover. “More miles per gallon. More pavement to cover.” More miles per gallon. More pavement to cover. F 18–45 Sedan Green
  33. 33. Skoda NL 65% lower CPL than target!
  34. 34. Placement • News feed desktop • News feed mobile • Log-out experience • Right-hand side Ad Format • Photo Page post ad • Link Page post ad • Offers • Mobile app install ad • Domain ad Measurement • Click tags • View tags • Conversion tags • Multi-touch attribution Optimization • Bidding optimization o Bidded CPC o Bidded CPM o Optimized CPM • Creative optimization Targeting • Native targeting • Custom Audiences • Facebook Exchange
  35. 35. Use Facebook throughout the lifecycle Shop & buy Build consideration set Own & service Drive Service Revenue and Loyalty
  36. 36. Define your brand purpose on Facebook
  37. 37. Value of an Auto Fan can be huge $ 1.613 Source: Syncapse Value of a fan study, March 2013
  38. 38. Use your email database data to find customers with Custom Audiences Your email database People on Facebook Average range of advertiser match rates 50-95%
  39. 39. Increase loyalty through many lightweight interactions over time
  40. 40. Mercedes Benz NL“FB was able to improve important image statements where as traditional ads over the last decade weren’t The MB FB page contributes to spontaneous brand awareness and consideration Buying intent higher amongst exposed audiences
  41. 41. “Content is only as good as how many of the right people it reaches” So go beyond your fans and super- engaged users if your objective is to have impact on marketing goals
  42. 42. FB Automotive Monitor – Reach 278,007 211,619207,892 162,954 140,353 128,173 113,932 72,310 63,554 61,860 57,160 44,503 9,930 2,163 - 50,000 100,000 150,000 200,000 250,000 300,000 Ave Daily Unique Reach YTD Source: Facebook internal data
  43. 43. FB Automotive Monitor – SOV 17.89% 13.61% 13.37% 10.48% 9.03% 8.25% 7.33% 4.65% 4.09% 3.98% 3.68% 2.86% 0.64% 0.14% Source: Facebook internal data
  44. 44. FB Automotive Monitor – Penetration Source: Facebook internal data 5.56% 4.23% 4.16% 3.26% 2.81% 2.56% 2.28% 1.45% 1.27% 1.24% 1.14% 0.89% 0.20% 0.04% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% % Penetration 24 - 54 yrs (5.000.000 potential)
  45. 45. Automotive KPI setting People Buy People Shop People Own & Care • Awareness • Opinion • Consideration • Traffic • Leads • Sales • Parts and service revenue • Customer Satisfaction Index • Loyalty, retention
  46. 46. Key take aways
  47. 47. Focus marketing efforts on where your customers spend the most of their time
  48. 48. Bring your brand to life on Facebook, just like you do on other channels
  49. 49. Tap into our massive reach and targeting capabilities to drive marketing efficiency & ROI
  50. 50. Start with setting real business goals
  51. 51. Thank you!

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