1) The document discusses conducting a social media campaign for hybrid and green cars. Bloggers from various domains were contacted and provided exclusive information to generate discussion around these topics. 2) The campaign was successful in meeting its objectives of creating buzz and influencing topics related to hybrids and green cars. Careful targeting of influential bloggers and providing exclusive content were keys to the success. 3) Monitoring social media can help automotive companies enhance marketing, customer service, and public relations by gaining real-time consumer insights and identifying issues to address.

1. Automotive Business Case Simon Mc Dermott Attentio

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. 82% of auto-buyers visit 3rd party online auto sites before purchasing 70% of automotive consumers trust & seek out the authority, opinions and experiences of other consumers during the purchasing process 1 in 3 auto buyers say that CGM help them make their decision 24% of auto buyers to change their mind about the type of vehicle they select to purchase. 71% Social Media highest influence for car purchase above TV ads (17%) and direct mail (48%) Relevance of Word of Mouth for automotive industry Automotive Business Case

4. Monitoring Social Media

5. Monitoring Social Media

6. Monitoring Social Media

7. The hybrid campaign Client objectives: Create discussion around hybrid and green cars Influence the level of buzz around these topics Method : Contact influential bloggers in several domains ( automotive, environment, lifestyle, business, architecture and politics) and provide them with exclusive information Create high profile discussion forum around a topic Attentio’s role in the project: Identification of influential bloggers Campaign tracking Results analysis Automotive Business Case

8. Identification of influencers- Key points Not focused on automotive but on other domains Not the most well known (middle influencers) so higher likely hood of response Identification via technology and manually Automotive Business Case

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. 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. The hybrid campaign results 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 Some key learnings Careful targeting of bloggers is key Bloggers react to exclusive content (we also have experience with seeding of non exclusive content and NO significant impact) Automotive events drive significantly levels of buzz and topics of discussion. Its important to take them into account for timing of seeding campaigns Automotive Business Case

12. Monitoring can help the automotive industry enhance marketing, Consumer Services and PR objectives By monitoring and measuring new models before, during and after launch, comparing it with competition models By measuring Word of Mouth around events and promotion By improving quality and speed of traditional market research with real time consumer inputs and identifying efluentials to talk with By identifying quality and safety issues early, based on driver’s real-life experience and addressing specific problems between customers and dealers By pinpointing issues likely to affect reputation and image quickly, identifying sources and proactively addressing potentially damaging rumors Automotive Business Case

13. Thank you! Any questions? Lets talk during the breaks