FEBRUARY 2010

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FEBRUARY 2010

The Social Influence of the Auto Industry
A report on auto dealers social media presence on Facebook and Tw...
FEBRUARY 2010

The Social Influence of the Auto Industry
A report on auto dealers social media presence on Facebook and Tw...
FEBRUARY 2010

The Social Influence of the Auto Industry
A report on auto dealers social media presence on Facebook and Tw...
FEBRUARY 2010

The Social Influence of the Auto Industry
A report on auto dealers social media presence on Facebook and Tw...
FEBRUARY 2010

The Social Influence of the Auto Industry
A report on auto dealers social media presence on Facebook and Tw...
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The Social Influence of the Auto Industry

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A report on auto dealers social media presence on Facebook and Twitter in the United States.

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The Social Influence of the Auto Industry

  1. 1. FEBRUARY 2010 The Social Influence of the Auto Industry A report on auto dealers social media presence on Facebook and Twitter in the United States. Disclaimer: This data is not to be used as a primary tool in permitting or citing decisions, but rather as a reference source. The data collected during this study is subject to change. The accumulated data, projections and forecasts presented in this study were in no way affected or influenced by GOSO. A web and social media suite for auto dealers. For more information please visit: www.goso.com | (877) 311-GOSO (4676) © 2010 GOSO, LLC. All Rights Reserved.
  2. 2. FEBRUARY 2010 The Social Influence of the Auto Industry A report on auto dealers social media presence on Facebook and Twitter in the United States. A web and social media suite for auto dealers. Automotive Dealers Must Embrace Social Media Total Dealers on Automotive Dealers were late adopters to the internet world and Facebook & Twitter today it would be unlikely to find any dealership without a website. It’s natural for businesses to not embrace technologies they don’t understand, but the potential of social media hasnít come close to reaching its tipping point. 19% Today, consumers have “We believe that every continued to maintain the 8% upper hand because of the industry, be it retail, real 73% infinite amount of online estate, automotive, etc, tools available for vehicle has the ability to focus and dealership research. on forming personal This creates a challenging environment for dealerships. connections with the end user. This helps build No. of Dealerships Other industries have trust, loyalty and respect Dealers on Facebook 5,115 flourished using social with the customer.” media. Aaron Magness of Dealers on Twitter 2,195 Aaron Magness, Zappos.com Zappos.com exclusively told Director of Brand Marketing & Business Dealers Nationwide 20,010 us for this study that it is about “build(ing) trust, loyalty and respect with the customer,” which led to an acquisition last year by Amazon for $1.1 billion. Gary Vanynerchuck of WineLibrary.com used social media to build his business to $60 million on his own terms. Dell reported over $6.5 million in 2009 just from Twitter alone. If this is not convincing enough, then what is? Dealers need to ask themselves if they are willing to embrace this technology or watch their competitors pass them by. For more information please visit: www.goso.com | (877) 311-GOSO (4676) © 2010 GOSO, LLC. All Rights Reserved.
  3. 3. FEBRUARY 2010 The Social Influence of the Auto Industry A report on auto dealers social media presence on Facebook and Twitter in the United States. A web and social media suite for auto dealers. Social Media Automotive Dealership Evolution Over the year, marketing has adapted and automotive dealers Top 5 have reacted accordingly, some faster than others. Social Media Dealer Pages is here and it’s here to stay. 1. Chrysler 403 DEMOGRAPHIC 2. Buick 355 GEOGRAPHIC 3. Chevrolet 267 PSYCHOGRAPHIC 4. Mazda 265 BEHAVIORAL 5. Jeep 264 SOCIALGRAPHIC This information was not provided to GOSO by Facebook. The goal of the this study was to determine how many dealerships in the United States were actively pursuing social media initiatives and which brands have been most successful in their pursuits. Top 5 Dealer Pages We decided to limit the study to the two most popular social media channels: Facebook, a social network, and Twitter, a micro-blogging 1. Toyota 211 platform. The information was gathered by compiling meta data which was publicly available on the web; no information was 2. Chevrolet 181 provided to us by Facebook or Twitter. 3. Honda 153 From these numbers the brands were ranked from highest to lowest using the number of Facebook Fan Pages and Twitter 4. Nissan 149 accounts per brand. 5. Ford 138 This information was not provided to GOSO by Twitter. For more information please visit: www.goso.com | (877) 311-GOSO (4676) © 2010 GOSO, LLC. All Rights Reserved.
  4. 4. FEBRUARY 2010 The Social Influence of the Auto Industry A report on auto dealers social media presence on Facebook and Twitter in the United States. A web and social media suite for auto dealers. Dealer Tally Sheet The research found a number of automotive dealers are exploring Brands Facebook and Twitter. In total, 5,115 dealerships have a Facebook Fan Page, while only 2,195 dealers have a Twitter account. Acura 97 56 Audi 61 50 BMW 66 82 To put those numbers into perspective it is important to remember Buick 355 72 that there were 20,010 automotive dealerships in the United States Cadillac 142 31 in the 2009 NADA published report. That suggests that 25.56% of Chevrolet 267 181 all dealerships in the United States have a Facebook Fan Page and Chrysler 403 77 10.97% of dealerships have a Twitter account. Dodge 178 74 Ford 124 138 GM 57 56 Honda 155 153 Hummer 48 20 Hyundai 237 88 Infiniti 67 31 Isuzu 16 5 Jaguar 51 16 Jeep 264 65 Kia 211 54 Mercedes-Benz of Austin is one dealership that successfully uses social Lexus 102 27 media. Their large following on Facebook & Twitter is a testament to Lincoln 27 37 their conscious effort to reach out to their customers through social networking channels. This high level of engagement with their customers Mazda 265 87 has positioned this dealership to be a source of information & community Mercedes-Benz 135 39 to Mercedes-Benz enthusiasts in the Austin area. With over 5000 fans, Mercury 55 44 Mercedes-Benz of Austin effectively navigates the social media landscape. Mini 31 26 Mitsubishi 120 24 Nissan 226 149 Pontiac 197 39 Porsche 71 26 Saab 54 8 Saturn 70 19 Scion 228 53 Subaru 201 51 Suzuki 63 21 Toyota 250 211 @Alicia_at_Honda Alicia Jones is the Supervisor, Corporate Communications at American Volkswagen 141 49 Honda Motor Co. She is the social media guru for the Honda brand. She Volvo 80 36 is known around the auto world by her Twitter name, @Alicia_at_Honda. Alicia maintains a loyal group of 6,500 followers on her Twitter account. Alicia is well on her way to becoming one of the most influential OEM evangelists on social media. Her influence is a great example of the reach and power that social media harnesses. For more information please visit: www.goso.com | (877) 311-GOSO (4676) © 2010 GOSO, LLC. All Rights Reserved.
  5. 5. FEBRUARY 2010 The Social Influence of the Auto Industry A report on auto dealers social media presence on Facebook and Twitter in the United States. A web and social media suite for auto dealers. In Conclusion As we move further into the future, social media and its marketing possibilities will become more imperative across various industries. Social media is and will continue to be absolutely critical and must be integrated into automotive dealership sales, marketing and fixed operation strategies. In preparation, both dealers and brands need to come to the realization that this new form of communication can either positively impact the bottom line or have the adverse effect if ignored. While some dealerships may be skeptics and shutter at the word ‘social media,’ they must realize that over 25% of all dealerships in the United States have already made the first step into the social media world. Donít be left behind and start actively interacting with your customers to build their trust, which will carry your business for years to come and increase your overall sales. For more information please visit: www.goso.com | (877) 311-GOSO (4676) © 2010 GOSO, LLC. All Rights Reserved.
  6. 6. FEBRUARY 2010 The Social Influence of the Auto Industry A report on auto dealers social media presence on Facebook and Twitter in the United States. A web and social media suite for auto dealers. About GOSO GOSO is a social media and marketing suite designed specifically for automotive dealers. GOSO is a solution that not only connects to every social network from one place, but also integrates seamlessly with inventory, pulling data from trusted sources to generate dynamic content that can be used to broadcast across the web, reaching out to millions of potential customers. GOSO has exhibited at both Digital Dealer and NADA and has been honored the “Best in Class” from the Interactive Media Awards. GOSO has exhibited at both Digital Dealer and NADA and has been honored as “Best in Class” from the Interactive Media Awards. GOSO will appear on Motor Week as a company that is quickly becoming an authoritative figure in social media, especially in the automotive industry. GOSO is a subsidiary of the interactive agency BOALT, based in Washington, D.C. For more information please visit: www.goso.com | (877) 311-GOSO (4676) © 2010 GOSO, LLC. All Rights Reserved.

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