Practical Cases: Automotive

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  • Intro: Care are more than getting people from point A to point B Cars are becoming digital centers, entertainment machines (i.E color videos screens on each kids seat ) Automotive industry is increasingly focusing on user experience (but do they listen to their consumer feedback? Do they target their message according to their audience needs?) By listening to their communities they can learn how to address present issues and shape the future
  • Practical Cases: Automotive

    1. 1. Automotive Business Case Simon Mc Dermott Attentio
    2. 2. When people look for brands information on the Internet, this is what they find …. Automotive Business Case Review sites, forums, blogs In other words… Social Media
    3. 3. <ul><li>82% of auto-buyers visit 3rd party online auto sites before purchasing </li></ul><ul><li>70% of automotive consumers trust & seek out the authority, opinions and experiences of other consumers during the purchasing process </li></ul><ul><li>1 in 3 auto buyers say that CGM help them make their decision </li></ul><ul><li>24% of auto buyers to change their mind about the type of vehicle they select to purchase. </li></ul><ul><li>71% Social Media highest influence for car purchase above TV ads (17%) and direct mail (48%) </li></ul>Relevance of Word of Mouth for automotive industry Automotive Business Case
    4. 4. Monitoring Social Media
    5. 5. Monitoring Social Media
    6. 6. Monitoring Social Media
    7. 7. <ul><li>The hybrid campaign </li></ul><ul><li>Client objectives: </li></ul><ul><ul><li>Create discussion around hybrid and green cars </li></ul></ul><ul><ul><li>Influence the level of buzz around these topics </li></ul></ul><ul><li>Method : </li></ul><ul><ul><li>Contact influential bloggers in several domains ( automotive, environment, lifestyle, business, architecture and politics) and provide them with exclusive information </li></ul></ul><ul><ul><li>Create high profile discussion forum around a topic </li></ul></ul><ul><li>Attentio’s role in the project: </li></ul><ul><ul><li>Identification of influential bloggers </li></ul></ul><ul><ul><li>Campaign tracking </li></ul></ul><ul><ul><li>Results analysis </li></ul></ul>Automotive Business Case
    8. 8. <ul><li>Identification of influencers- Key points </li></ul><ul><li>Not focused on automotive but on other domains </li></ul><ul><li>Not the most well known (middle influencers) so higher likely hood of response </li></ul><ul><li>Identification via technology and manually </li></ul>Automotive Business Case
    9. 9. Buzz overview for tracked car topics October &“Geldof campaign” cause peaks in hybrid discussion 2nd November – 9 bloggers from automotive domain were contacted 10th December – start of Bob Geldof spearheaded campaign 26th October – 49 bloggers from all domains were contacted Automotive Business Case
    10. 10. Share of voice for car brands and topics The brand with highest buzz around hybrids was Lexus even though they have 8% online share of voice vs tracked brands Automotive Business Case
    11. 11. <ul><li>The hybrid campaign results </li></ul><ul><li>Project tracking demonstrates that the information seeding campaign was successful as it met the client objectives in terms of levels of buzz and topics related to buzz </li></ul><ul><li>Some key learnings </li></ul><ul><ul><li>Careful targeting of bloggers is key </li></ul></ul><ul><ul><li>Bloggers react to exclusive content (we also have experience with seeding of non exclusive content and NO significant impact) </li></ul></ul><ul><ul><li>Automotive events drive significantly levels of buzz and topics of discussion. Its important to take them into account for timing of seeding campaigns </li></ul></ul>Automotive Business Case
    12. 12. <ul><li>Monitoring can help the automotive industry enhance </li></ul><ul><li>marketing, Consumer Services and PR objectives </li></ul><ul><li>By monitoring and measuring new models before, during and after launch, comparing it with competition models </li></ul><ul><li>By measuring Word of Mouth around events and promotion </li></ul><ul><li>By improving quality and speed of traditional market research with real time consumer inputs and identifying efluentials to talk with </li></ul><ul><li>By identifying quality and safety issues early, based on driver’s real-life experience and addressing specific problems between customers and dealers </li></ul><ul><li>By pinpointing issues likely to affect reputation and image quickly, identifying sources and proactively addressing potentially damaging rumors </li></ul>Automotive Business Case
    13. 13. Thank you! Any questions? Lets talk during the breaks

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