1.
Subaru
Lauren Papasidero
How Subaru shares the love from its
loyal fans and uses UGC to maximize
organic social media
MEM
BER MEETIN
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IALMEDIA.
ORG
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CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016

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

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Who Owns Your Brand’s Social Media Channels?

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At Subaru, Social is Owned by Public Relations

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

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Marketing Occasionally Runs Paid Campaigns

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Daily Content Comes from PR and is….

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Earned Social Media is HARD!

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Lucky?

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

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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

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

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Written word is great, but…

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Stop them in their scroll? Use multimedia.

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

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Fan Photos Kept Coming

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We listened to fans and noticed a trend…

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#SubarusandSunsets

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We noticed other Subaru trends & had to leverage
them

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#ItsASubieThing

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

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

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Stay timely and current, use what is familiar

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

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#WRXmas

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Success

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#WRXmas THANK YOU Gifts

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

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Emotions Help Personalize Social Media
Emotions
Engagement
Experiences

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Best Part About Using UGC….

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Exclusive Thank-You Gifts

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Fans Posted Their Gifts and People Took
Notice

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Using UGC Builds Brand Loyalty and Love

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It’s Important to Talk to Your Customers

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Build Relationships and Trust

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Pay to Play? No! Organic Can Work!

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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?

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EMBRACE YOUR ADIENCES
PERSONA AND OWN IT

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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