Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero

•

2 likes•1,061 views

In her SocialMedia.org case study presentation, Subaru's Lauren Papasidero explains how they integrate user-generated content into their social media strategy.

Social Media

3
At Subaru, Social is Owned by Public Relations

4
Social Content from Subaru PR is Organic…
NO paid support!
2M+ Fans 350K + Followers 275K +Fans

5
Marketing Occasionally Runs Paid Campaigns

9
Our owners LOVE their Subarus
and they love taking pictures of their cars

11
Subaru social needed to embrace storytelling
Because what we had, wasn’t working.

13
Stop them in their scroll? Use multimedia.

14
Leveraging our fans started working and fans
began noticing our use of UGC

16
We listened to fans and noticed a trend…

18
We noticed other Subaru trends & had to leverage
them

20
ALL OF A SUDDEN,
FANS STARTED
SENDING US ALL
KINDS OF
UNIQUE UGC CONTENT

21
Fans Started Sharing Photos of Their
Children …. So, we created #Subababy and
#FutureFanPhotoFriday

22
Stay timely and current, use what is familiar

23
#WRXmas Prep
Awareness
Posts
Starting after
Thanksgiving
Multiple
Requests for
#WRXMAS
Content
18 Days of
scheduled
#WRXmas
posts
BEFORE
12/1!

27
UGC Works for Organic Content!
VISUAL PERSONALIZED
SNACKABLE SHARE-ABLE
UGC
WORKS!

28
Emotions Help Personalize Social Media
Emotions
Engagement
Experiences

31
Fans Posted Their Gifts and People Took
Notice

33
It’s Important to Talk to Your Customers

36
For Every Piece of Content You Share…
Why would
a fan care?
Why would
a fan share
the content?
What do
they want to
share?

37
EMBRACE YOUR ADIENCES
PERSONA AND OWN IT

38
Summary
• Organic Social Media is NOT dead!
• Pay attention to what your
audience needs and wants
• What resonates with your
audience
• Notice what your audience
engages with and use it!
• Make it emotional
• Involve your audience as often as
you can

Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016

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Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero

1. Subaru Lauren Papasidero How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016

2. 1 How Subaru Shares the Love From Its Loyal Fans and Uses UGC to Maximize Organic Social Media Lauren Papasidero @LaurPapasidero

3. 2 Who Owns Your Brand’s Social Media Channels?

4. 3 At Subaru, Social is Owned by Public Relations

5. 4 Social Content from Subaru PR is Organic… NO paid support! 2M+ Fans 350K + Followers 275K +Fans

6. 5 Marketing Occasionally Runs Paid Campaigns

7. 6 Daily Content Comes from PR and is….

8. 7 Earned Social Media is HARD!

9. 8 Lucky?

10. 9 Our owners LOVE their Subarus and they love taking pictures of their cars

11. 10 Make it easy for fans to be a part of your story Easy for fans to experience Brand’s Story Easy for fans to add to Brand’s story Easy for fans to be a part of Brand’s story Inspires fans to share content

12. 11 Subaru social needed to embrace storytelling Because what we had, wasn’t working.

13. 12 Written word is great, but…

14. 13 Stop them in their scroll? Use multimedia.

15. 14 Leveraging our fans started working and fans began noticing our use of UGC

16. 15 Fan Photos Kept Coming

17. 16 We listened to fans and noticed a trend…

18. 17 #SubarusandSunsets

19. 18 We noticed other Subaru trends & had to leverage them

20. 19 #ItsASubieThing

21. 20 ALL OF A SUDDEN, FANS STARTED SENDING US ALL KINDS OF UNIQUE UGC CONTENT

22. 21 Fans Started Sharing Photos of Their Children …. So, we created #Subababy and #FutureFanPhotoFriday

23. 22 Stay timely and current, use what is familiar

24. 23 #WRXmas Prep Awareness Posts Starting after Thanksgiving Multiple Requests for #WRXMAS Content 18 Days of scheduled #WRXmas posts BEFORE 12/1!

25. 24 #WRXmas

26. 25 Success

27. 26 #WRXmas THANK YOU Gifts

28. 27 UGC Works for Organic Content! VISUAL PERSONALIZED SNACKABLE SHARE-ABLE UGC WORKS!

29. 28 Emotions Help Personalize Social Media Emotions Engagement Experiences

30. 29 Best Part About Using UGC….

31. 30 Exclusive Thank-You Gifts

32. 31 Fans Posted Their Gifts and People Took Notice

33. 32 Using UGC Builds Brand Loyalty and Love

34. 33 It’s Important to Talk to Your Customers

35. 34 Build Relationships and Trust

36. 35 Pay to Play? No! Organic Can Work!

37. 36 For Every Piece of Content You Share… Why would a fan care? Why would a fan share the content? What do they want to share?

38. 37 EMBRACE YOUR ADIENCES PERSONA AND OWN IT

39. 38 Summary • Organic Social Media is NOT dead! • Pay attention to what your audience needs and wants • What resonates with your audience • Notice what your audience engages with and use it! • Make it emotional • Involve your audience as often as you can

40. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016

Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero

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