Mazda Social Media Field Study Presentation

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Mazda Social Media Field Study Presentation

  1. 1. Mazda North American OperationsSocial Media StrategyRe-Positioning the Brand andImproving Perception Using Social Media
  2. 2. - Introduction- Competitive Analysis- Recommendations- Action Plan- Conclusion
  3. 3. Introduction: BYU Team John Dodson Sarah Low Jared Klundt Tyler Margetts
  4. 4. Introduction: Project Initiative - Objective: “How can Mazda utilize social media to engage with a more mature, aspirational, sophisticated target audience and improve our brand perception on the mid-Funnel metrics of familiarity, opinion and consideration?”
  5. 5. Introduction: Project Initiative - Deliverables: - Social media strategic approach - Competitive benchmarking - Engagement and partnership ideas - Metrics/measurement
  6. 6. Introduction: Mazda’s Current Social Media - Mazda is doing a phenomenal job engaging Mazda’s current audience - Building high engagement with consistent, effective content
  7. 7. Introduction: Mazda’s Current Social Media - Current engaging content focused on product photos and car enthusiast topics - Engagement measured in Reach, “Talking About This,” and Virality “The per-post percentage of users who can be classified as talking about a post from all those who the post reaches is called virality, and is the strongest metric we have in assessing post performance.”
  8. 8. Introduction: Mazda’s Current Social Media - Compared with the successful competition in the social media space, Mazda’s social media shows high engagement from it’s current audience.
  9. 9. Introduction: Mazda’s Current Social Media - Mazda’s current least engaging social media content - Content featuring human interest or charitable giving currently demonstrates lower engagement from Mazda’s extant social media audience
  10. 10. Introduction: Mazda’s Current Social Media - Mazda’s current Facebook demographics and psychographicsa,b: Redacted a. Trace Przybylowicz, “Mazda Social Insights” Oct. 2012 b. GTM “BYU Social Media Guide” Nov. 2012 c. Eric Watson, 16 Nov 2012
  11. 11. Introduction: Project Objectives - Our goal was to explore how Mazda could utilize social media to expand the current audience with whom they are successfully engaging, in order to: 1. Help reposition the Mazda brand towards a market segment that is sophisticated, mature, and aspirational. 2. Use social media to improve brand perception in the key indicators of familiarity, opinion, and consideration.
  12. 12. Introduction: Project Objective Current Social Media Audience:- Consistent high engagement on motorsports posts and product-centric content Motorsports- Low engagement on human-interest or Car Fans charitable/community content Enthusiasts- Current Facebook demographics show that over 2/3 of users are between 13-24, and nearly 70% are male Younger Male
  13. 13. Introduction: Project Objective Target Social Media Audience:- BYU’s team explored how to use social media Global Mazda Target to help reposition the Mazda brand towards a market segment that is: - More Mature Motorsports Sophisticated Fans - Sophisticated Car New Enthusiasts - Aspirational Segment Mature Younger Male Aspirational
  14. 14. Introduction: Project Objective 2 - In addition to attracting this new market segment, Mazda needs to modify brand perception. - Focus on mid-funnel areas of Familiarity, Opinion, Consideration (FOC)
  15. 15. Introduction: Project Objective 2- Familiarity, Opinion, Consideration are measured by GfK Redacted
  16. 16. - Introduction- Competitive Analysis- Recommendations- Action Plan- Conclusion
  17. 17. Competitive Analysis: Post with Purpose Our research shows that posting along these guidelines can keep content aligned with current and future objectives. Content Benefits ObjectivesKnow Audience & Post to Passion Points Word of Mouth Mid-Funnel Perceptions Highlight User Generated Content Awareness Brand Reposition Invite Interaction Trust/Loyalty Frequent & Lightweight Create an Identity Emotional (Feelings Over Facts) Perception Post with Purpose Differentiation Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  18. 18. Introduction: Competitive Analysis Volkswagen- Leverages longstanding brand perception and historical connection with customers- Primarily human-focused content Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  19. 19. Introduction: Competitive Analysis Subaru- Cultivating a “Subaru Driver” identity- Authenticity: “It’s the best car for the job”- Emphasizing experiences, not Post with Purpose makes and models Brand Reposition Mature Brand Perception Familiarity Sophisticated Opinion Aspirational Consideration
  20. 20. Introduction: Competitive Analysis Hyundai- Interactive, invitational posting- Keen focus on intended target market interests and passion points- Rewards engaged fans through recognition and Post with Purpose product/experience Brand Reposition Brand Perception giveaways Mature Sophisticated Familiarity Opinion Aspirational Consideration
  21. 21. Introduction: Competitive Analysis Our Target vs. Their Target - Mazda’s competitors’ social media content varies widely - Without administrator access to their accounts, we can’t know for certain what their current demographic is...
  22. 22. Introduction: Competitive Analysis ...but we do know that it’s different from Mazda’s current demographic. VS.
  23. 23. - Introduction- Competitive Analysis- Recommendations- Action Plan- Conclusion
  24. 24. Recommendations: - Our recommendations include mechanisms to drive members of the Mazda target market to our social media outlets. Mazda must then ensure that there is sufficient content aimed at this new market to convince them to stay Recommendation #1: Leveraging Bloggers, Vloggers and Pinners Recommendation #2: Fuelly – featuring apps and competitions to improve mid-funnel perception Recommendation #3: Featuring the Best of the Local Best –Selecting and using the best dealer-created social media content Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  25. 25. Recommendation #1: Leveraging Bloggers, Vloggers and Pinners -Select Bloggers, Vloggers and Pinners are currently engaging a mature, sophisticated, and aspirational audience -Mazda can recruit these existing influencers to use and document their experiences in a Mazda Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  26. 26. Recommendation #1: Leveraging Bloggers, Vloggers and Pinners - Make use of blogging networks’ intimate knowledge of their demographics to leverage this solid relationship with their audience Gawker: Blog BlogHer: #1 Cross- Conglomerate with Platform Network for broad audience Women in social media Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  27. 27. Recommendation #1: Leveraging Bloggers, Vloggers and Pinners Example: Weekend Getaway - Weekend getaways align with Mazda’s target customer personalities and passion points: - Values experiences over things - Actively engaged in their lives - Young at heart - Higher income - Enjoys dining out, going out, being fit, etc. Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  28. 28. Recommendation #1: Leveraging Bloggers, Vloggers and Pinners Example: Weekend Getaway - Mazda provides a car and accommodation at a mature, sophisticated or aspirational destination within driving distance - Influential Blogger/Pinner photographs weekend experiences, including a pre-determined set of shots featuring the Mazda vehicle - Blog entry or Pinterest Album are cross-posted to Mazda’s Blog and social media outlets, driving traffic from their blogs and albums to Mazda pages and sites Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  29. 29. Recommendation #1: Leveraging Bloggers, Vloggers and Pinners Case: Ford Fiesta Movement - 6.5 million YouTube views - 50,000 requests for information about the car— virtually none from people who already had a Ford in the garage - Ford sold 10,000 units in the first six days of sales - The results came at a relatively small cost. The Fiesta Movement is reputed to have cost a small fraction of the typical national TV campaign.
  30. 30. Recommendation #2: Fuelly – Apps & Competitions- 110,000+ users have tracked 3.3 million fuel- ups in 154,000+ vehicles over 930 million miles- Drivers create a profile for their vehicle, and track and compare fuel efficiency- The Mazda3 is the seventh-most tracked vehicle- 4,400 Mazda owners currently track their fuel Post with Purpose efficiency on Fuelly Brand Reposition Mature Brand Perception Familiarity Sophisticated Opinion Aspirational Consideration
  31. 31. Recommendation #2: Fuelly – Apps & Competitions - Fuel economy enthusiasts have strong online communities with significant engagement - Mazda owners have been tracking their fuel economy on all Mazda models for years - Mazda can feature the accomplishments of owners who are publishing their fuel economy to reinforce Mazda’s efficiency, and increase opinion and consideration Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  32. 32. Recommendation #2: Fuelly – Apps & Competitions Example: Feature Fuelly users on Mazda’s Social Media - Tweets and Facebook posts featuring Mazda drivers on Fuelly - Building rapport with fuel economy enthusiasts - Shining the spotlight on Mazda’s real-life efficiency achievements - Creating opportunities for further engagement through incentives and competitions Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  33. 33. Recommendation #3: Featuring the Best of the Local Best Selecting and using the best dealer-created social media content - Dealers across the U.S. maintain their own social media pages and accounts - Mazda USA can re-post the best locally-generated content on Mazda’s own social media outlets, spotlighting dealer successes and benefiting from no-cost content - Mazda can provide on-message Post with Purpose content ideas to dealers Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  34. 34. Recommendation #3: Featuring the Best of the Local Best Example: Road Race/Half Marathon - Road-race runners fall in our target demographic: between the ages of 30 and 50, above-average education and income - Road races gather men and women whose lifestyles and interests align with our target customer: they enjoy physical exercise/ fitness, the outdoors, and being an active participant in life- Experiences on the open road create a shared identity Post with Purpose Brand Reposition Brand Perception between Runners and Drivers Mature Familiarity Sophisticated Opinion Aspirational Consideration
  35. 35. Recommendation #3: Featuring the Best of the Local Best Example: Road Race/Half Marathon - Mazda cannot sponsor the hundreds of races across the country - Mazda creates and sends “How to sponsor and create a social media presence at a half marathon” information to local dealers - Mazda can share these local photos on their national social media channels Post with Purpose Brand Reposition Brand Perception Mature Familiarity Sophisticated Opinion Aspirational Consideration
  36. 36. - Introduction- Competitive Analysis- Recommendations- Action Plan- Conclusion
  37. 37. Action Plan: What to Measure Targeting the right audience “Many focus on numbers without first analyzing who they’re trying to reach and, more importantly, how engagement satisfies the needs of their customers.” --Brian Solis, Principal, Altimeter Group From: http://mashable.com/2011/04/28/14-best-practices-for-long-term-social-media-success/
  38. 38. Action Plan: What to Measure Improve mid-funnel perceptions - Focus on changing perceptions to specified target Action: Cater content to this group Result: Engagement and perception increases Benefit: Obtain desired ROI from efforts
  39. 39. Action Plan: What to Measure Grow brand Familiarity - Engage with desired target group - Focus on brand Familiarity (overall and model-specific) - Post engaging content: - Calls to action - Targeted promotions
  40. 40. Action Plan: What to Measure Improve brand Opinion - Maintain perception in Fuel Economy - Improve target market perception in key areas: - Quality, Safety, Trust, & Brand Image/Prestige Redacted
  41. 41. Action Plan: What to Measure Increase purchase Consideration - Expand social media demographic - Maintain perceptions: Exciting and InnovativeRedacted - Improve perceptions: - Responsible, Confident, and Trusted
  42. 42. Action Plan: How to Manage and Integrate “We see a lot of focus on vanity metrics like ‘likes,’ shares and the number of followers, but how do you translate that back to the actual revenue the campaign will grow?” Aseem Chandra, VP of Product Marketing, Adobe From: http://mashable.com/2012/09/06/adobe-social-salesforce/
  43. 43. Action Plan: How to Manage and Integrate Digital marketing tools - Managing social media strategy is still a new area of focus - There are a number of tools available on the market including Adobe Social, Radian6 by Salesforce, and HubSpot Tool of focus: Adobe Social
  44. 44. Action Plan: How to Manage and Integrate Why a digital marketing tool? - Simplify: Post content across all platforms from one tool - Data & Analysis: Better understand what is actually happening - Multiple Teams: All stakeholders can have instant access to data - Advertising: Understand best content, transfer that to promotions - Maintain Control: Set authorization to content releases - ROI: Connect social marketing strategy to bottom line with DATA
  45. 45. Other Recommendations: External Links Resolve external link patent issue - Not using external URL links affects Mazda USA’s ability to leverage social media posts: - Creates disadvantage as Mazda USA is the only major car company not using external links - Affects effectiveness of calls to action in posts An external link is easier: -For the consumer to understand -For the marketing team to insert -For the executive to track ROI
  46. 46. Other Recommendations: External Links An example - Mazda followers would benefit from being able to click on a link to access content; for example, a Twitter post: “Mazda just announced US release of new SKYACTIV-D lineup! http://mazda.us/ak3z” (Mazda.us domain currently registered to Ford Motor)
  47. 47. Other Recommendations: Mazda Blog Hub & Spoke Model mazdausa.com + blog All social media channels link to the content hub
  48. 48. Other Recommendations: Mazda Blog Japan: “Zoom-Zoom Blog”Mazda CarsMazda ManufacturingMazda SpiritReports / EventsMazda PeopleMazda HistoryFacebook Archives
  49. 49. Other Recommendations: Mazda Blog Australia: “Mazda Community”
  50. 50. - Introduction- Competitive Analysis- Recommendations- Action Plan- Conclusion
  51. 51. Conclusion: Wrapping it Up Our research suggested the following recommendations: - Identify target audience, post with a purpose - Find and leverage target market influencers - Spotlight enthusiast communities - Select and use the best dealer-created social media content - Utilize data analysis tools to accurately gauge impact on key metrics By incorporating these suggestions, Mazda can utilize social media to reposition the Mazda brand and improve mid-funnel perception
  52. 52. Q&A

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