Emarketer webinar automotive social media trends 2011


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Emarketer webinar automotive social media trends 2011

  1. 1. JANUARY 20, 2011 Automotive Social Media Marketing Outlook for 2011Presented by:Debra Aho Williamson Sponsored by:Principal Analyst@DebraWilliamson
  2. 2. Trend #1 By 2012, 88% of Automotive Marketers Will Use Social Media
  3. 3. Four in five car companies will use social media tools in 2011; even more in 2012Twitter: #eMwebinar
  4. 4. Changing automotive consumer usagepatterns make social media a must Facebook is still growing. It’s a top site around the world and the fourth largest in the US (comScore). Worldwide usage is rising. Six out of 10 frequent internet users worldwide have a social network profile (UM). Brand interactions are increasing. Coupons, deals and discounts are encouraging consumers to engage with marketers.Twitter: #eMwebinar
  5. 5. There’s still room for growth 36% 33% 15%
  6. 6. However,not everydealer or carcompany hasadoptedsocial mediaat the samerate — andsome neverwill
  7. 7. Trend #2 Social Media Gets Its Share of Automotive Marketing Dollars
  8. 8. More than 8 in 10 car companies plan social media spending increases in 2011Twitter: @eMarketer @DebraWilliamson
  9. 9. Trend #3 Social Media Will Be Integrated into Automotive Marketing Planning
  10. 10. The moreexperiencedcompaniesget, themore theyrealize theneed tointegratesocial media
  11. 11. Marketingand PR aremuch furtheralong thanothercorporatedepartments Twitter: #eMwebinar
  12. 12. How Intel and GM manage social media“Intel has been an early adopter in social “The brand teams have never budgeted theirmedia, but we haven’t funded it as well as own line items [for social media marketing].many of us would like. Social media is not Now, marketing rightfully is becoming morefree. We don’t want to tap into our paid involved in the planning and budgeting, andmedia budget. We want to separate those also the strategic side of it. The brands aretwo while driving deeper integration between now baking social into their overall marketingpaid and social media.” budget.” —eMarketer interview with Kathleen Malone, —eMarketer interview with Christopher senior manager and social media strategist Barger, global director of social mediaTwitter: @eMarketer @DebraWilliamson
  13. 13. Trend #4 Offline Ad Budgets Will Be Affected
  14. 14. As marketersfunnel morefunds towardsocial media,spending ontraditionalforms ofadvertisingis falling Twitter: #eMwebinar
  15. 15. Social media will rival email marketing for budget increasesTwitter: @eMarketer @DebraWilliamson
  16. 16. Pepto Shelves Traditional Media • July 2010: Cut traditional media spending to 10%-20% of budget • Created Facebook page, Twitter feed • Dec. 2010: Posted YouTube videos starring ‘Hangover’ actor Ken Jeong
  17. 17. What Pepto Achieved • 200% increase in online buzz year- over-year • Sales volume up 7% in July, August, November • 83,000 Facebook “likes” (but only 284 Twitter followers)“The best results we’ve seen in years.”—P&G
  18. 18. Trend #5 Facebook is Running Away With the Display Ad Market (or is it?)
  19. 19. Facebooknow getsnearly one-quarter of alldisplay adimpressions Twitter: #eMwebinar
  20. 20. But social media will also jockey with search for ad dollarsTwitter: @eMarketer @DebraWilliamson
  21. 21. So keep your eye on this: Is Facebooktaking search dollars or display dollars?
  22. 22. Trend #6 Automotive Consumer Usage of Social Media Is Still Rising
  23. 23. Across allgenerations,more carbuyers thanever areusing socialnetworks
  24. 24. And usage frequency is rising, too
  25. 25. Some demographic trends  75% of teens use Facebook. By age 17, 86% do (Ipsos Public Affairs).  85% of online users ages 45-54 use some form of social media, plus 79% of the 55+ group (Harris Interactive).  If you are Hispanic, black and/or female you are more likely to use Twitter. But overall, only 8% of online Americans do (Pew).Twitter: @eMarketer @DebraWilliamson
  26. 26. Trend #7 “Like” Is Only the Beginning of the Automotive Brand Relationship
  27. 27. “Liking”something iseasy — andit’s becomevery popular Twitter: #eMwebinar
  28. 28. Some stats to • Facebook serves over 2 billion “like” buttons every day • Over 2 million websites have incorporated the functionality • “Like” buttons that incorporate faces of friends are up to 10x more likely to be clickedSource: http://www.scribd.com/doc/45301351/Building-your-Social-Presence-Across-the-Web-Social-Plugins-and-APIs-Simon-Cross-Le-Web-Workshop-12-9-10
  29. 29. But is it tooeasy to clickthe “like”button? Anddoes itcreate asustainedcustomerrelationshipfor dealersand carcompanies?
  30. 30. Strategies for taking automotive consumers from “like” to love  Quality may be more important than quantity. Use your “likes” wisely; aim to drive more engagement, not just collect fans.  Ask why. Always strive to learn more: Why was some content “liked” and some not? What does “like” mean to YOUR consumers?  Don’t assume that “like” lasts forever. It’s an invitation to get closer, but it’s not an open door.Twitter: @eMarketer @DebraWilliamson
  31. 31. Trend #8 Measurement Will Move Beyond Superficial OEM Brand Metrics
  32. 32. Automotive Brand metrics are still themost common things to measure
  33. 33. Althoughbudgets arerising, theROI questionis still notanswered Twitter: #eMwebinar
  34. 34. Yes, Virginia, social media CAN deliver actual car buying customers  There’s no excuse for not measuring. 47% of marketers aren’t even trying. What?!? (Econsultancy).  36% of marketers have used social media to convert a customer from first contact to sale. Another 25% are getting close (R2integrated).  Are we looking at measurement the wrong way? A provocative viewpoint: Instead of tracking response to what you do in social media, measure what consumers do and fit your marketing into that.* *Donna Hoffman & Marek Fodor, MIT Sloan Management Review, October 2010Twitter: @eMarketer @DebraWilliamson
  35. 35. Trend #9 Location Is More Than a Check-In
  36. 36. Mobilesocialnetworkusage willmore thandoublebetween2010 and2015
  37. 37. Location-basedserviceshave surgedbut aren’tyetmainstream
  38. 38. Checking inmotivatedby prospectof valueexchange:obtainingusefulinformationand findingdeals Twitter: #eMwebinar
  39. 39. Marketerspendingaroundlocation isstarting toramp up
  40. 40. Trend #10 Coming up: A preview of eMarketer’s latest forecast for social network ad spending in the US and around the world.
  41. 41. Your Marketing Partner for Media, Content and Social Solutions Media Content Our Web Sites attract more than Our Studio produced ~2M text 100MM uniques each month articles and videos last year Our Content Studio: •13,000 freelance content creators Social •2 million text articles and videos in 2010 Our Pluck Community Platform powers 1B page views per month SocialNovember 22, 2011
  42. 42. Pluck: The Integrated Community PlatformNovember 22, 2011
  43. 43. Pluck: Comprehensive Offerings to Power Your Social Mix Technology 150+ Social Object Library  Start Simple  Differentiate Experiences  Reach Everywhere Tools People 20+ Components 10+ Services Packages Manage Community Move Quickly Measure Results Minimize Costs Protect Brand Mitigate RiskNovember 22, 2011
  44. 44. Pluck: Delivering Results That Brands ValueLearn more at www.pluck.com Engagement 8M+ interactions last month Insight500K+ member focus group Conversion “Twice the average trips to stores.”November 22, 2011 Lowe’s CEO Robert Niblock
  45. 45. Trend #10 Social Networks Will Grab 11% of US Online Ad Spending in 2011
  46. 46. US social network ad spending expected to rise 55% this year 11% of total US online spendingTwitter: @eMarketer @DebraWilliamson
  47. 47. Worldwide ad spending on Facebook torise more than $2 billion this year Facebook’s Power: • Will represent 7.7% of US online ad spending in 2011 • Will control 68% of worldwide social network ad spending in 2011 • Performance marketers will make up as much as 60% of ad revenues Twitter: #eMwebinar
  48. 48. Social Media Outlook for 2011Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deckand webinar recording.For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Groupand click on Discussions.To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 ben@emarketer.com Sponsored by: Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar