Why automobile marketers love social media


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How (and why) social media has emerged as one of the most powerful tools for marketing automobile

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Why automobile marketers love social media

  1. 1. Why Automobile Marketers Love Social Media 1
  2. 2. A Car is more than a car! Social Media works best when you are marketing a passion and not a product Our cars and bikes for most of us are not just a product but a passion
  3. 3. Research, recommendation and advocacy What sells a car - research, recommendation and loyalty Traditional media can provide none of the above to satisfaction Social Media, however, engages audience across all the three Source: Webdesignerdept
  4. 4. Enough time bandwidth for engagement Car purchases are not impulse based; consumers take time to research Marketers need to engage customers and develop relationships in this time. Social Media works best here Source: aigle_dore
  5. 5. How auto industry is using social media?
  6. 6. Strategy 1 – Listen And Respond
  7. 7. Social Media Superstars for car brands  Auto majors are getting their senior staff to become the brand’s face on social media channels  Very active presence on networks like Facebook, Twitter, YouTube Source: http://twitter.com/#!/scottmonty http://twitter.com/#!/AdamDenison
  8. 8. Toyota ‘diggs’ itself out of crisis  Following the massive Toyota car recall in January 2010, Toyota created a campaign on Digg where audience asked Toyota questions and the most ‘Digged’ question were answered by the brand in a video interviewSource:http://mashable.com/2011/09/01/toyota-digg-recalls/
  9. 9. Strategy 2 – Conversations With Customers
  10. 10. Conversations with blogs  Brands like GM and Volkswagen manage customer focused blogs to help them in their research for cars and provide valuable info about cars and their passion for drivingSource: http://fastlane.gmblogs.com/
  11. 11. Strategy 3 – Microcampaigns
  12. 12. VW - Fanwagen  Volkswagen launched the Fanwagen app on Facebook asking users to vote among 2 VW classics – The Beetle and the T1  The participants had a chance of winning one of the classic cars loaded with various social media features like updates that could be printed, relationship status near the number plate etcSource: www.fanwagen.com
  13. 13. Harley Davidson – Fan Machine  Harley Davidson Fan Machine is a contest of H-D fans to use their creative muscle to come up with innovate ideas for H-D, while others vote their favorite ideasSource:http://www.facebook.com/harley-davidson?sk=app_287271767949556
  14. 14. Toyota – 100 cars for good  Toyota decided to donate 100 cars to organizations that needed them for doing good  Many non profits participated while others voted for the non profits they thought needed the cars mostSource:http://apps.facebook.com/carsforgood/
  15. 15. Honda – Super civic quest  Social Quest by Honda.  Took participants across various clues and challenges across different Honda channels to win a Honda CivicSource:http://www.wired.com/magazine/2011/06/dude-wheres-cesars-car-the-super-civic-quest/
  16. 16. Strategy 4 – User Generated WOM Campaigns
  17. 17. Chevrolet – The road we are on  Asked customers to share their memories with Chevrolet  The campaign also showcases documentary style webisodes about the Bridgeville town and the role Chevy has played in its history and cultureSource: http://roadwereon.chevrolet.com
  18. 18. Toyota – The Camry effect  Another story sharing campaign by Toyota  Showcases stories from Camry users about their experiences and memories with the CamrySource:http://www.toyota.com/camryeffect/
  19. 19. Jeep – Have fun out there  User generated campaign showcasing jeep customers putting up content ( Photos/ videos) with Jeep as a partner in their funSource:http://www.jeep.com/hostb/sitlet/experience/media/#/featured/0
  20. 20. Volkswagen – Fun Theory  In its social initiative, Volkswagen launched a public campaign asking people to post ideas about exciting and fun ways to change people’s behaviour  In the teaser campaign, they converted a subway staircase into a large piano with each step as musical keys, to encourage people to use stairs more than escalators.Source: http://thefuntheory.com/
  21. 21. Strategy 5 – Social Reality Shows
  22. 22. Ford – Fiesta Movement  Ford in order to generate buzz about the launch of the new Fiesta model, gave it into the hands of 100 social agents, who drove it across US and completed various missions  Success of Chapter 1 led Ford to launch the second chapterSource:http://chapter1.fiestamovement.com/
  23. 23. Chevrolet – SXSW Road Trip Challenge  Chevrolet too launched a reality contest on similar lines  Contest was more crowd sourced - the challenges and mission were decided by the crowd. Source: http://onstarsxsw2011.appspot.com/
  24. 24. Mitsubishi – Great Indian Driving Challenge  Mitsubishi Cedia launched the social reality contest to get car evangelists amongst the crowd  The brand used crowd generated and judged contest to find the finalists, who travelled across India in the car and shared their experiences with the community Source: team-bhp
  25. 25. Strategy 6 – Online Communities
  26. 26. BMW Mini – Creative use of space community  A community of artists and designers  This community engages people in projects and initiatives around making ‘creative use of space’ – and core value behind the BMW mini brand Source: www.minispace.com
  27. 27. Strategy 7 – Experience Apps
  28. 28. BMW Mini – Creative use of space community  More sales focussed and aim at bringing the in-car experience to a potential customer Source:http://itunes.apple.com/in/app/a8 -experience/id401674171?mt=8
  29. 29. About Kuliza
  30. 30. About KulizaKuliza is a social technology firm focused inhelping companies leverage social software,community platforms, mobile and cloudcomputing for improving businessperformance, communication and customerengagement.
  31. 31. Our offerings ZaSocial ZaMobile ZaCloudKuliza offers solutions for Kuliza offers solution to design, Kuliza offers cloud services todesigning and building social build and distribute mobile apps ensure a hassle freesoftware and community for iOS, Android and Blackberry. infrastructure to sustain yourplatforms. Our focus areas Our focus areas are: changing needs. Our focusare:  Mobile CRM areas are: Online communities Mobile loyalty programs  Cloud consultingFacebook Apps Mobile Transition Cloud migration andSocial Commerce managementSocial CRM
  32. 32. Ask Us How Kuliza Can Help You! Kuliza.com | sales@kuliza.com | @kulizaaanand@kuliza.com kaushal.sarda@kuliza.com@anand_kuliza @ksarda