Social Media 101 for the Automotive Industry

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Social Media 101 for the Automotive Industry

  1. 1. SOCIAL MEDIA 101 FOR THE AUTOMOTIVE INDUSTRY
  2. 2. <ul><li>According to the standard encyclopedia definition: </li></ul><ul><li>“ Social media is the sharing and discussion of </li></ul><ul><li>information by humans.” </li></ul>WHAT IS SOCIAL MEDIA?
  3. 3. <ul><li>In simpler terms, it’s the </li></ul><ul><li>conversation neighbors </li></ul><ul><li>have had with each for </li></ul><ul><li>years, just in a format </li></ul><ul><li>that allows more than two </li></ul><ul><li>people to benefit and </li></ul><ul><li>learn! </li></ul>WHAT IS SOCIAL MEDIA?
  4. 4. <ul><li>Potential benefits of social media: </li></ul><ul><ul><ul><li>More engaged target audience </li></ul></ul></ul><ul><ul><ul><li>Turn supporters into ambassadors </li></ul></ul></ul><ul><ul><ul><li>Additional fundraising opportunities </li></ul></ul></ul><ul><ul><ul><li>Reduce customer service expenses </li></ul></ul></ul><ul><ul><ul><li>Communicate efficiently with target audiences </li></ul></ul></ul>WHY SHOULD I CARE?
  5. 5. SOCIAL EXPLOSION <ul><li>Six out of top 10 websites are social sites </li></ul><ul><li>Six out of 10 Internet users view consumer generated content </li></ul>
  6. 6.
  7. 7.
  8. 8. <ul><li>Q. Which one is better? </li></ul><ul><li>A. Both. </li></ul>SOCIAL VS. TRADITIONAL MEDIA
  9. 9. WHO’S TALKIN’ TIRE <ul><li>Twitter: More than 1,500 tweets </li></ul><ul><li>reference “tire” in the past 13 hours </li></ul><ul><li>Facebook: More than 1,100 results </li></ul><ul><li>MySpace: 500 results </li></ul><ul><li>YouTube: 164,000 videos </li></ul><ul><li>Flickr: 926,714 photos and 2,905 groups </li></ul><ul><li>Google Blog Search: 3,517,525 blogs reference “tire” since Jan. 1, 2009 </li></ul><ul><li>LinkedIn: 25,756 people have “tire” in their profile </li></ul>
  10. 10. <ul><li>Skipping the first step – listening – can be a </li></ul><ul><li>critical error. </li></ul><ul><li>To help our clients with their introductory </li></ul><ul><li>social media needs, we’ve turned to…SMORES! </li></ul>FOOLS RUSH IN
  11. 11. <ul><li>Blogs </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul>POPULAR SM VEHICLES
  12. 12. BLOGS
  13. 13. <ul><li>A blog is a journalistic </li></ul><ul><li>Web site updated </li></ul><ul><li>frequently on a </li></ul><ul><li>consistent thread of </li></ul><ul><li>topics designed to share </li></ul><ul><li>information, opinions </li></ul><ul><li>and emotions. </li></ul>WHAT IS A BLOG?
  14. 14. ONLY GEEKS BLOG, RIGHT? <ul><li>More than 133 million blogs have been indexed by Technorati since 2002 </li></ul><ul><li>77% of Internet users read blogs, according to Universal McCann </li></ul><ul><li>70% of bloggers are talking about brands </li></ul><ul><li>46% of respondents post about the brands they love (or hate) </li></ul><ul><li>38% post brand or product reviews </li></ul><ul><li>(Source: The Future Buzz, Dec. 2009) </li></ul>
  15. 15. <ul><li>Every niche has online influencers </li></ul><ul><li>Online buzz about a site or brand is priceless </li></ul><ul><li>Blogs deliver invaluable market research </li></ul><ul><li>Blogs can create a community of brand ambassadors </li></ul><ul><li>Blogs index well with major search engines </li></ul><ul><li>Don’t have to rely on another medium to deliver the message </li></ul>WHY DO BLOGS MATTER?
  16. 16. WHAT MAKES A BLOG WORK?
  17. 17. <ul><li>Company branded blog vs. guest blogging </li></ul><ul><li>Focus needs to be on sharing insights and information relevant to your consumers </li></ul><ul><li>Good opportunity to expose a variety of key employees </li></ul><ul><li>Potential blog posts include customer service case studies, your take on current auto news, and maintenance reminders </li></ul><ul><li>Without regular updates, it will backfire </li></ul>HOW CAN A BLOG WORK FOR ME?
  18. 18. FACEBOOK
  19. 19. <ul><li>If you’re not, your friends (and customers) already are: </li></ul>ARE YOU ON FACEBOOK? More than 350 million active Facebook users and companies, 105 million from the United States
  20. 20. <ul><li>Facebook is a free-access social networking site that allows users to join networks organized by city, workplace, school and region to connect and interact with other individuals </li></ul>WHAT IS FACEBOOK?
  21. 21. <ul><li>Relaxed, multimedia interaction opportunity </li></ul><ul><li>Brands are welcome </li></ul><ul><li>Wide demo use </li></ul><ul><li>Real-time access to supporters </li></ul>WHY DOES FACEBOOK MATTER?
  22. 22. <ul><li>Company page vs. sales team member profiles </li></ul><ul><li>Share advice/counsel </li></ul><ul><li>Create a content calendar </li></ul><ul><li>Connect with the community </li></ul><ul><li>Address issues in a fair, quick manner </li></ul><ul><li>Drive store traffic when offering incentives (i.e. Facebook users gets 10% off) </li></ul>HOW CAN FACEBOOK WORK FOR ME?
  23. 23. TWITTER
  24. 24. <ul><li>Twitter is a real-time communication system that limits users to 140-character communications to their list of followers </li></ul>WHAT IS TWITTER?
  25. 25. <ul><li>Twitter quickly became a Top 3 social media vehicle </li></ul><ul><li>Between 18-19 million active users </li></ul><ul><li>Consumers, professionals, employees volunteers, media, brands, elected officials…maybe even you </li></ul>WHO WOULD DO THIS?
  26. 26. <ul><li>“ Retweet” </li></ul>A LANGUAGE ALL ITS OWN “ Twaggle” “ Tweet” “ Twoosh” “ Tweeter” “ Twitosphere” “ Tweeple” “ Tweeps” “ Twead” “ Tweet-back” “ TweetUp” “ Twofor”
  27. 27. <ul><li>Sharing news </li></ul><ul><li>Provide maintenance tips </li></ul><ul><li>Community outreach </li></ul><ul><li>Promoting events </li></ul><ul><li>Media pitching </li></ul>HOW CAN TWITTER WORK FOR ME?
  28. 28. <ul><li>How do I get my business on Twitter? </li></ul><ul><li>Reserve your Twitter handle </li></ul><ul><li>Fill in your profile and avatar </li></ul><ul><li>Create a “twaggle” by following consumers in your area (Twellow.com) </li></ul>FIRST THINGS FIRST
  29. 29. YOUTUBE
  30. 30. <ul><li>YouTube has become adored for its wealth of </li></ul><ul><li>humorous videos but there is more out there: </li></ul><ul><ul><ul><li>Education opportunities </li></ul></ul></ul><ul><ul><ul><li>Awareness/loyalty building </li></ul></ul></ul>MORE THAN JUST FUNNY VIDEOS
  31. 31. <ul><li>Share capabilities </li></ul><ul><li>Ease first-time nerves </li></ul><ul><li>Provide simple maintenance tips </li></ul><ul><li>Video quality </li></ul>HOW CAN YOU TUBE WORK FOR ME?
  32. 32. <ul><li>Before jumping into the YouTube fray, make sure </li></ul><ul><li>you have a reason for doing so – how can it help </li></ul><ul><li>you? </li></ul><ul><ul><ul><li>Log on and secure a branded channel for free </li></ul></ul></ul><ul><ul><ul><li>Populate with existing videos, don’t have to be professional (sometimes better if they’re not) </li></ul></ul></ul><ul><ul><ul><li>Drive people to it for education, awareness or marketing purposes </li></ul></ul></ul>NOW WHAT?
  33. 33. WHERE DO WE GO FROM HERE?
  34. 34. <ul><li>Use existing marketing vehicles </li></ul><ul><li>to drive traffic: </li></ul><ul><ul><ul><li>Spotlight on regular company site </li></ul></ul></ul><ul><ul><ul><li>List on all customer-facing collateral pieces </li></ul></ul></ul><ul><ul><ul><li>Talking point for counter employees </li></ul></ul></ul>REMEMBER TO INTEGRATE
  35. 35. <ul><li>It can seem a bit overwhelming at first, but with </li></ul><ul><li>a strategic approach, a social media campaign is </li></ul><ul><li>very manageable: </li></ul><ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><ul><li>Engage if and when it makes sense </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>NOW WHAT?
  36. 36. <ul><li>Some final thoughts to remember: </li></ul><ul><ul><ul><li>Be willing to let go of total control </li></ul></ul></ul><ul><ul><ul><li>Monitor. Test. Adjust. Repeat. </li></ul></ul></ul><ul><ul><ul><li>Social media is not solely a marketing function </li></ul></ul></ul><ul><ul><ul><li>Integrate social media vehicles for optimum SEO </li></ul></ul></ul><ul><ul><ul><li>Enjoy the 1 to 1 interaction with your audience </li></ul></ul></ul>FOOD FOR THOUGHT
  37. 37. QUESTIONS? Kelly Malone Ray Hancart @kelPR on Twitter @rhancart on Twitter kelly.malone@fahlgren.com [email_address] 614-383-1620 614-383-1615

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