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Social Media Strategies - AM Digital Dealer Conference 2013

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Presentation from the AM Digital Dealer Conference.

Brands are becoming social to adapt to people's new attitudes and behaviour. This means developing meaningful relationships, listening and behaving appropriately.

This presentation looks in particular at what high perfroming brands on Facebook are doing right. Case studies from Social Brands 100 joint number 1 brand, Appliances Online and the Apple Group automotive dealership.

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Social Media Strategies - AM Digital Dealer Conference 2013

  1. 1. Social media strategies: Facebook Maeve O’Sullivan / Content Director / Headstream September 12, 2013
  2. 2. Source: http://www.flickr.com/photos/jdlasica/ “A revolution doesn’t happen when society adopts new tools, ...it happens when society adopts new attitudes and behaviours” Clay Shirky Professor NYU
  3. 3. The Vatican 2005 Connected People
  4. 4. Connected People The Vatican 2013
  5. 5. Connected People Always On 75% of female car buyers and 54% of male car buyers use Facebook (Digital Air Strike 2013) Smartphone users visit Facebook 14 times a day (IDC 2013) 21% of people use social media on a mobile device to contact a company while in store (NYU 2012) 62% of smartphone users reach for their devices immediately after waking up (IDC 2013)
  6. 6. 300m photos are uploaded to Facebook each day (Facebook, 2011) 4.75 billion pieces of content are shared on Facebook daily (Facebook, 2013) Connected People Content creators
  7. 7. Connected People Advocates Source: http://www.flickr.com/photos/pcw_1333/ Buyers who like dealers on Facebook are more likely to make positive comments when purchasing and write recommendations (Digital Air Strike, 2013) 69% of Facebook users in the automotive purchase process indicated that a friend’s favourable post about a dealership positively impacts their opinion of that dealership (Dealer.com, 2013)
  8. 8. Connected People 3/5 people remove a dealer from consideration due to poor online response (Leadsift, 2013) Consumers A relevant recommendation from a trusted friend is up to 50 times more likely to trigger a purchase (Branderati, 2013)
  9. 9. Social Brands Create a community of advocates • Meaningful relationships • Listening • Good social behaviour Social Brand Strategy
  10. 10. Social Brands 100 www.socialbrands100.com Benchmarking performance in partnership with
  11. 11. 715 Brands 23 Industries AUTOMOTIVE • CHARITY • CONSUMER ELECTRONICS • COSMETICS & BEAUTY • EDUCATION • ENTERTAINMENT • FINANCIAL SERVICES • FMCG • HOSPITALITY • LEISURE • PROFESSIONAL SERVICES • PROPERTY • BUILDERS • PUBLIC SECTOR PUBLISHING & MEDIA • RETAIL • SHOPPING CENTRE SPORTS APPAREL • TECHNOLOGY • TELECOMMUNICATIONS • TRANSPORT AND LOGISTICS • TRAVEL • UTILITIES The research in partnership with
  12. 12. The findings
  13. 13. 25%Retail 15% Charity 15% Travel 11% FMCG Top industries
  14. 14. 8. SEAT Mexico 35. Audi UK 78. Toyota UK Automotive brands
  15. 15. =1. Appliances Online =1. Guess 2 Give 2. Thomas Cook UK 3. UPS 4. Thomson Holidays 5. Captain Morgan GB 6. SEAT Mexico 7. American Airlines 8. Tesco 9. First Choice Holidays Facebook brands No. 1 platform
  16. 16. • Listening: Willing to join conversations • Content: Informing and entertaining • Customer care: Timely responses Facebook performance
  17. 17. Case Study: Appliances Online
  18. 18. Listening
  19. 19. Listening Content
  20. 20. Customer care Listening Content
  21. 21. Customer care Listening Content People
  22. 22. Customer care Listening Content People
  23. 23. Case Study: Apple Auto Group
  24. 24. Listening
  25. 25. Content Listening
  26. 26. Listening Content
  27. 27. Listening Customer care Content
  28. 28. Listening Customer care Content
  29. 29. Listening Customer care Customer care People Content
  30. 30. • Understand your purpose • Be authentic • Listen • Play nice Being a social brand
  31. 31. Maeve O’Sullivan maeve.osullivan@headstream.com @maeve_os Thank you www.slideshare.net/Headstream

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