The document discusses social media literacy for automobile brands. It summarizes a case study on Jeep's use of social media to build its online community in three or fewer sentences: The document analyzes how automobile brands can develop social media literacy and discusses a case study of Jeep's online community, which showcases user-generated content from Flickr, YouTube, and other social networks to highlight the Jeep experience and build a sense of community among Jeep owners and fans. The case study questions whether simply sharing user content is enough for an online community or if brands should aim to provide more value and interaction to users.

1. LEARNING SOCIALITERACY
IN AUTO BRANDS
Lexie – Zi Liang

3. Socialiteracy
Social
Media The ability to
integrate
multiple social
media tools to
complete
missions &
Literacy achieve goals.

4. For automobile brands:
• Horrifyingly competitive
market
Digital • Highly complex products
Competence
• Various services during sale
process
• Long-term relationships
Socialiteracy
with consumers

5. Project Procedure
Observation Content Case Think for
& Research Analysis Study Future

6. Phase 1
Observation
&
Research

7. Phase 1 – Observation & Research
• Brainstorming Questions:
– Can social media make us buy more cars?
– What social media tools can be used by auto brands?
– How many auto brands are using social media?
– Do they get a desirable return?
– How to measure the ROI in social media marketing for
auto brands?
– …

8. Phase 1 – Observation & Research
• Searching Ideas
Online Community
Reports
Renren.com
Auto Website Statistics Tools
Google Blog
Facebook Flickr YouTube
Sina Weibo
Face-to-face
Delicious
Online News Twitter
Books

9. Phase 1 – Observation & Research
• Social Media + Automobile Brands = ???
– How are auto brands using social media now?
– Are they doing enough work?
– Can social media help a brand sell more cars?
• Seven Auto Brands:

10. Phase 2
Content Analysis

11. Phase 2 – Content Analysis
Official
Website
Online
Facebook
Community
Youtube Twitter

12. Phase 2 – Content Analysis
• 33 questions in 5 categories
• Data collection:
– Links between various social
networks
– # of accounts and # of
fans/followers/subscribers
– Contents (Posts, videos,
photos, tweets, etc.)
– Dialogue
– Special activities

13. Results – Official Websites
Are social media links/icons identified on homepage of official sites?
links/icons
Have, 1
Don't have, 6

14. Results – acebook (1)
# of Facebook Page
Ford 7
Volkswagen 18
Nissan 4
Toyota 4
Mini 3
Chevy 7
Jeep 1
0 5 10 15 20

15. Results – acebook (2)
# of Facebook Fans
Most popular Main
Ford7 454084
113719
Volkswagen18 361153
361153
Nissan4 52524
41769
Toyota4 93473
93473
Mini3 124085
124085
Chevy7 271324
83868
Jeep1 437195
437195
0 100000 200000 300000 400000 500000

16. Results – acebook (3)
Discussion
Fan Photos Fan Videos
Topics
Jeep 15058 236 1208
Chevrolet 1252 2 10
BMW-Mini 1674 4 N/A
Toyota 1314 15 N/A
Nissan 617 2 7
Volkswagen 3128 16 7
Ford 3067 28 172

17. Results – acebook (4)
• Special Columns
– Downloadable desktops
– YouTube videos
– Promotion/Events Pages (Linkable to official website)
– Webcast
• Links to other social media platforms
– 6 have, 1 doesn’t
– 3 put links in “Info” section, 3 put links/icons on the
sidebar of homepages

18. Results – witter (1)
# of Followers
Ford 29415
Volkswagen 5401
Nissan 1445
Toyota 20205
Mini 532
Chevy 3467
Jeep 4313
0 5000 10000 15000 20000 25000 30000

19. Results – witter (2)
• Twitter Statistics
www.tweetstats.com
– Average tweets per day/ average tweets per month
– Tweet Timeline
– Tweet Density
– Aggregate Daily Tweets
– Aggregate Hourly Tweets
– “Replies to”
– Who you ReTweet
– Interface Used

20. Results – witter (3)
• Numbers ≠ Quality ≠ Better ROI
– Building Dialogue Loop
– Multiple Accounts
– Official Twitter vs. “The People Behind Them”
“People especially love to talk about their cars: good or bad.”
- Adam Denison, “PR guy” for Chevrolet
“Keeping up with the many people who are passionate about
Ford vehicles and educating people who might not be aware of
all of the great products and progress we’re making.”
- Scott Monty, Ford Motor Company

21. Results – (1)
• “Special” for auto industry
• Some statistics
– # of subscribers
– Channel Views
– Total Upload Views
– Joined Date
– # of Channel Comments
– Rank in sponsor channel (Auto/Vehicle category)

22. Results – (2)
# of Channel Subscribers
Ford (15) 1513
Volkswagen (12) 1752
Nissan (N/A) 123
Toyota (8) 2634
Mini (7) 2863
Chevy (18) 968
Jeep (9) 2342
0 1000 2000 3000 4000
MOST subscribed auto sponsors:

23. Results – (3)
• While YouTube may be seen as a tool or link for
other social media platforms, it is worth attention
from auto brands.
– E.g. BMW Channel
http://www.youtube.com/bmw
http://www.bmw.tv/com/
• Uniqueness, Creativity & Fun
• Find your own features!

24. Observation – Online Communities
• “Come Together” Jeep Community
– www.jeep.com/experience
– Featured photos, videos, real-time talk & news
• Mini Space
– www.minispace.com
– Creative projects, highly interactive
• The Ford Story
– www.thefordstory.com
– Benchmarking in auto industry

25. Phase 3
Case Study

26. Case Study – The JEEP® Community

27. Case Study – The JEEP® Community
KEY WORD: User Generated Content
“We found over 160,000 photos on Flickr and 31,000 videos on
YouTube tagged Jeep and a disproportionately higher number of Jeep
fans on MySpace, Facebook, Yahoo, Meetup and About.com versus
other brands. So we created space on Jeep.com to showcase this Jeep
2.0 phenomenon. The Jeep Experience is a social media portal that
highlights the best of this user generated content.”
Organic Inc., Jeep’s social media agency

28. Case Study – The JEEP® Community

29. Case Study – The JEEP® Community
Is “Having Fun Out There”
Enough?
What Do We Expect From
Online
Communities?

30. Case Study – The JEEP® Community
Sense of Community
[McMillan & Chavis theory]

32. WHAT ABOUT THE FUTURE?

33. A Romantic Story?

34. An Ongoing Legend
An Ongoing Legend…