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Similar to Auto Ride And Drive Experiential
Auto Ride And Drive Experiential
- 1. applied social The art andscience of bridging online/offline consumer experiences. Ride and Drive Proposal 01/15/2016
- 2. You can guesswhat potential customers are thinking. Or you can understand what they’re considering. We can help with the latter.
- 3. Traditional Purchase Funnel Familiarity Opinion PurchaseIntent Handraiser Conversion Awareness POTENTIAL CUSTOMERS ENTER HERE BUYER EXITS HERE Metrics are good enough, but leave much to be desired… • No real understanding of why behavior happened • No established trust or credibility • No inherent loyalty • ROI is muddy
- 4. Applied Social: AutoBuyer Lifecycle Build Brand Loyalty and connect customers by converting your CRM data into an online audience Win Over Prospects before they begin shopping for a vehicle Reach 4X More consumers likely to be in market for a vehicle Connect Owners Influence Near Market Convert In Market
- 5. Awareness Consideration Engagement AppliedSocial: Approach New visibility and controls… • Funnel swap for Social Graphs • Initial connection established with trust or credibility • Clear understanding of why behavior happened (human to human insight) • Loyalty halo drawn from Influencers • Metrics get stronger with each interaction • ROI is clear COMMUNICATION AND EXPERIENCE CONTROLS
- 6. Applied Social: Stats Source:Twitter Automotive Study
- 7. Applied Social: Stats Source:Twitter Automotive Study
- 8. Applied Social: DataCycle Each touchpoint on the consumer’s journey produces data outputs. Each output provides insight to inform further conversations and promote behavior change. For us, that means moving online action to offline action. In-Market Social Media Brand Content & Virtual Reality Demos Hand Raisers Online Leads Onsite Test Drives
- 9. Applied Social: TwoProgram Types 2. Social Intercept transform behavior through social engagement 1. Influencer Marketing transform conversations through authored content
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- 11. Creation and curationof authentic brand communications distributed over social networks to communities of targeted, potential customers through human-to- human conversations. Influencer Marketing: Simple Definition Influencer Marketing
- 12. Influencer Marketing: ProgramSummary Trust Earned trust and connectivity with large, likeminded communities Expertise Topic/category knowledge or expertise sought to help guide purchases Content Relevant, resonant and valued welcomed when promoted by trusted source versus broadcast via ads Consumers look to each other and their favorite online personalities over companies to inform their purchases. Trust, expertise and meaningful content are core components of a successful Influencer marketing program.
- 13. Influencer Marketing: IdentificationMethodology Online influence creates a world of possibilities — locally and at scale. But no two Influencers are the same. Evaluating strengths and weaknesses is essential. Resonance Typical duration, rate and level of interactivity around re: content or a specific conversation. (e.g. How long does her posts stay alive in the social streams? How many people engage with his or her content on each social network?) Reach Influencer popularity or number of followers on social networks. (e.g. How far will the information he disseminates go, and what particular audiences will he reach?) Relevance Influencer expertise and the types of social communities in which she engages. (e.g. How does her expertise align with our positioning? Has she worked with a competitor?) Readiness Prior experience participating in a sponsored campaign. (e.g. Is our Influencer familiar with advertising guidelines and contractual engagements of this nature, and will he need to be trained or consulted?)
- 14. Influencer Marketing: InfluencerIndexing Influencers occupy a wide and varied social landscape. Their are costs and benefits to who is approached and how they are ultimately engaged. Ambassadors Individuals remunerated by or allied with a brand or cause. Their actions are in some manner endorsed by the brand and done so in a transparent way and to mutual benefit Advocates Individuals who show support for, plead the case of or defends a position or brand/cause/product out of personal interest/passion while remaining formally unaffiliated Citizens Individuals considered "everyman" with a greater-than-average likelihood to influence an audience through their social networks Professionals Individuals by profession function as influencers of others through their authoritative voice Celebrities Individuals whose name recognition affects broad public interest and commands a different payment structure because of mass audience and appeal
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- 16. Social Intercept: SimpleDefinition Social Intercept Consumer intelligence used to inform and affect shopping behavior in real time by leveraging insights gained from human-to-human conversations.
- 17. ®Social Intercept: InAction Conversation Activity Conversation Drilling We drop a pin and listen to all the conversations local to specific location Then we drill down to see the conversations that show shopping intent or relevant cues to engage a conversation related to our program.
- 18. ®Social Intercept: InAction Shopping Intent Interactions that surface conversations with language indicative of shopping intent are engaged. “Thinking about checking out the Auto Show…” “Can’t decide between a Toyota and a Kia…” “Can anyone recommend a dealership…?” “Want to look at the new Ford F150…” “Just learned my insurance company totaled my car…”
- 19. Social Intercept: InAction ® Promoted by applied social Your_Brand @Company car today
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- 21. Proposed Program: SocialRide and Drive (Chicago) + “Can’t decide between Hyundai and Toyota…” “Anyone recommend the SUV…?” “Going car shopping…" “I need a new car…” = Ride and Drive Events. Reinvented. Influencer Marketing & Social Intercept
- 22. Proposed Program: SocialRide and Drive (Chicago) Trust Select Influencers chosen for quality and topic interests of their communities along with their ability to influence consumers to take action Expertise Select Influencer group chosen as knowledge bearers to elevate program results and stickiness Content Relevant, resonant and valued content (articles, blogs, video and photography) available for use in all earned and owned media channels Targeting Geofencing and demographic profiling to pin-point in- market shoppers on their real-time journey to purchase Volume Increase in show and Ride and Drive traffic from online engagement to offline experience Data Lead generation and user conquests data from social interactions is migrate-ready and integratabtle + Ride & Drives. Reinvented.
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- 25. #ChicagoLikes: Idea Summary Turningonline “likes” into offline action In this concept, 3 Influencer will set out to show us and their followers what they like about Chicago. And they’ll do in a new Toyota. Favorite restaurants, street art pieces, handcrafted products from local shops — all will be on display using visual platforms such as Instagram, snapchat, Periscope (and others). As they document their tour, and how well the Toyota fits this city, we’ll promote social engagement through “likes” and a chance to win some of the gear our Influencers have purchased during their drive. of course, all winning and pick ups will be done at the Auto Show after they too drive a new Toyota. Local and General Market With geo-targeted listening, we’ll source local Influencers that exhibit a variety of interests to guarantee we’re attracting a wide net of followers within driving distance to the Auto Show’s Ride and Drive activation. Local and Diverse By adjusting our Influencer search parameters, we will target Hispanic Influencers that can promote a tour of things they like within the Hispanic community. As our Influencers post and update, and add “likes” to their conversation streams, we’ll be amplifying our program and their messages into a new and separate group of users online. Additional Interactions A like-like-go scavenger hunt. This would work similar to the above with one exception: Influencers will have a GoPro equipped Toyota and a list of local, Hispanic favorites (suggested by their audiences, up to 8) at opposite ends of Chicago and ending at the Auto Show. Engagement will include suggestions, “likes” and “helpful hints” which will create conversation around the program.
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- 27. #ChiTownRoadTrip: Idea Summary AllRoadtrips are Local Here, 3 Influencer will descend on the city from three different locations outside of Chicagoland in order to truly experience and appreciate the performance, comfort and technology of a winter drive in a new Toyota. As they document their travels, they’ll expose their communities to some lesser known eateries, swap meets and coffee shops as well as some of the cooler features offered in 2016 vehicles. The tour will begin at a local dealership, where our Influencers will pick up their road car, and end at the Auto Show. At the dealership, Influencers will also pick up a travel kit (iPhone lenses, phone mount, pack, etc…). A similar kit will be given out as a promotional incentive to one lucky follower that meets them at the Auto Show after they too drive a new Toyota. As our Influencers post and update, and add “likes” to their conversation streams, we’ll be amplifying our program and their messages into a new and separate group of users online. Local and General Market With geo-targeted listening, we’ll source local Influencers that exhibit a variety of interests to guarantee we’re attracting a wide net of followers within driving distance to the Auto Show’s Ride and Drive activation. Local and Diverse By adjusting our Influencer search parameters, we will target Hispanic Influencers that can promote a trip of things of interest to the Hispanic community.
- 28. Communications Plan: Howit works PRE-EVENT DURING THE EVENT POST EVENT Determine influencer demo appropriate to vehicle and perform outreach to those influencers Provide a unique extended influencer road trip experience Followup with influencers to promote recap posts and blogs Post on influencer channels an invite for auto show meet up at the rid & drive Outfit vehicle with GoPro cameras or 360 video rigs to record experience Provide a succinct program one-sheet Set targeting parameters in region for people who raise hands as in-market on social channels Encourage real-time check-ins at ride & drive with posting of content to social channels of influencers and their fans that attend the event Produce wrap-up video for OEM social channels Determine road trip activity to auto show that aligns with vehicle Provide additional “exclusive” content for in-market customers and followers of influencers Establish an RSVP opportunity for auto show invites of influencer fans Influencer only contest to win something you can’t get elsewhere
- 29. Social Ride andDrive: Program Budget
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- 32. Contact Information: Bill Soule 310/828-1300 bill@appliedsocial.media applied social Let’s continue the conversation