The document discusses the positive impact of social media on auto sales, highlighting that 75% of expressions of interest from domestic auto brands come from well-qualified buyers. Twitter is identified as the primary source of qualified leads, generating 92% compared to other platforms. The average cost to acquire a sales lead is $2, necessitating outreach to 67 leads to sell one vehicle.

1. #NAIAS
SOC IA L MEDIA SA LE S + AUTO
When it comes to social media, many industries remain skeptical about its ROI.
But when handled appropriately, auto brands find success in moving metal.
Here’s a look under the hood at the details:
S AY T H E AV E R A G E D O M E S T I C A U T O B R A N D G E N E R AT E S
7600
TOTA L EXPRE SSI ONS OF INTERE ST…
75%
were classified as
“well qualified
buyers.”
20%
of brand replies were
met with a receptive
comment from the
customer.
IN THE SOC IAL SPAC E
92% of
qualified auto
sales leads
come from
Twitter
8.5% of
qualified auto
sales leads
come from
web forums
1.9% of
qualified auto
sales leads
come from
Facebook
15%
of social media
conversations are
turned into test
drives.
THE SALES STORY:
THE AVERAGE
COST PER AUTO
LEAD IS $2.
TO SELL ONE
VEHICLE, YOU
WOULD HAVE TO
REPLY
TO 67 LEADS
(OR SPEND $134),
IN ADDITION TO
13 CUSTOMERS
TOTAL REACH?
2600 VIEWS
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