Social Media and Social Network
Presentation:
Honda Motor Ltd. & Volkswagen
By Martin Irvine, Tristan Pierson and Alex van...
Structure of the Presentation
1. Introduction of Honda & Volkswagen
1. Analysis of Honda and Volkswagen adopted social med...
“The concept of Social Media is top of the
agenda for many business executives today.
Decision makers, as well as consulta...
Comparison (2013 data)
Honda Motor Ltd. Volkswagen Ltd.
Nationality Japanese German
Year of creation 1948 1937
Employees 1...
Honda Motor Ltd.
1. World's largest motorcycle manufacturer since 1959
2. World's largest manufacturer of internal combust...
Volkswagen
1. Volkswagen means "people's car" in German. Its current
slogan is Das Auto ("The Car")
2. Volkswagen has thre...
Market Share
(The Economist)
Honda: Day to Day Social Media
Activities
Gifts and Giveaways
Honda: Day to Day Social Media
Activities
Emotional Engagement
Volkswagen: Day to Day Social Media
Activities
Gifts and Giveaways
Volkswagen: Day to Day Social Media
Activities
Customer Engagement
Honda: Day to Day Social Media
Volkswagen Day to Day Social Media
VW & Honda: Day to Day
• Prizes and Giveaways
• Emotional Engagement
• Sales and Promotions
This is unsurprising.
In many ...
Why do it?
The importance of Social media
• The need for improving brand image
• Automotive Lease Guide's Perceived
Qualit...
VW & Honda: Day to Day
• Prizes and Giveaways
• Emotional Engagement
• Sales and Promotions
This is unsurprising.
In many ...
VW: Innovative Social Media
Campaigns
• Holland- Facebook
• Choose- Beetle/Transporter
• 1st to 20,000 likes = Winner
• 1 ...
• Facebook fans more than double
• Most people spent over 10
minutes playing the game
• 700% increase on engagement on
the...
VW: Innovative Social Media
Campaigns
• Augmented Reality
• Fusion of print and
digital media.
• 50,000 take part
• 7% sig...
Volkswagen Viral Success
• Youtube- ‘The Force’ • Effective way of building
brand image
• Initial High Profile Ad
• Word o...
Social Media Errors
Honda
• Nostalgic social
networking approach
– #firsthonda
– Project Drive-In
• Less nostalgic approach
– #WantNewCar
Social Media Failure
• #firsthonda
– Similar to #McDStories
– People express their
issues
Social Media Success
• Project Drive-In
– Drive In’s most popular in America
– Saved almost double the amount of Drive In’...
Social Media Success
• #WantNewCar
– Real time response to problems
– Used multiple formats; Twitter & Vine
– Increased sa...
4 Principals of Social Media
• Participation
• Openness
• Conversation
• Community
Recommendations
Volkswagen Recommendation
Volkswagen Recommendation
Volkswagen Recommendation
• Recreate famous world cup goal
Volkswagen Recommendation
• Vine video posted via twitter
• #WinMLSVW
• 10 winners 2 pairs of tickets for any MLS
game
• I...
Honda Recommendation
Honda Recommendation
Honda Recommendation
• Environmentally Friendly Online Games
Honda Recommendation
• Winner receives 4 tickets to Sasquatch
• Travel and eco friendly products
• Sharing compulsory
• Bo...
THANK YOU FOR LISTENING
#HONDAVW
For feedback and access to our presentation
FOLLOW US ON TWITTER: @AlisArmy99
References
• http://b.vimeocdn.com/ts/352/423/352423027_640.jpg
• http://10and5.com/wp-content/uploads/2012/07/01-volkswag...
Social media presentation: Honda and Volkswagen
Social media presentation: Honda and Volkswagen
Social media presentation: Honda and Volkswagen
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Social media presentation: Honda and Volkswagen

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Honda and Volkswagen:
Comparison of their Social Network programs efficiency

Errors and success

Published in: Automotive
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  • Facebook fans more than doubled during the campaign, most people spent over 10 minutes playing the game, 700% increase on engagement on the Volkswagen facebook page
  • Social media presentation: Honda and Volkswagen

    1. 1. Social Media and Social Network Presentation: Honda Motor Ltd. & Volkswagen By Martin Irvine, Tristan Pierson and Alex van den Broek
    2. 2. Structure of the Presentation 1. Introduction of Honda & Volkswagen 1. Analysis of Honda and Volkswagen adopted social media- day-to-day 1. Main Campaigns 1. Main Errors 1. Potential improvements and implementation
    3. 3. “The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter.” A Kaplan & M Haenlein: Business Horizons 2010
    4. 4. Comparison (2013 data) Honda Motor Ltd. Volkswagen Ltd. Nationality Japanese German Year of creation 1948 1937 Employees 187 094 employees 549 763 employees Revenue 104 Billion USD 271 Billion USD Profit 3.9 Billion $ 12.4 Billion USD
    5. 5. Honda Motor Ltd. 1. World's largest motorcycle manufacturer since 1959 2. World's largest manufacturer of internal combustion engines 3. Second largest Japanese automobile manufacturer. 4.Honda is the eighth largest car manufacturer in the world
    6. 6. Volkswagen 1. Volkswagen means "people's car" in German. Its current slogan is Das Auto ("The Car") 2. Volkswagen has three cars in the top 10 list of best-selling cars of all time compiled: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat. 3. Volkswagen ranks first in spending the most money of any automaker on research and development as of 2011.
    7. 7. Market Share (The Economist)
    8. 8. Honda: Day to Day Social Media Activities Gifts and Giveaways
    9. 9. Honda: Day to Day Social Media Activities Emotional Engagement
    10. 10. Volkswagen: Day to Day Social Media Activities Gifts and Giveaways
    11. 11. Volkswagen: Day to Day Social Media Activities Customer Engagement
    12. 12. Honda: Day to Day Social Media
    13. 13. Volkswagen Day to Day Social Media
    14. 14. VW & Honda: Day to Day • Prizes and Giveaways • Emotional Engagement • Sales and Promotions This is unsurprising. In many ways, unoriginal.
    15. 15. Why do it? The importance of Social media • The need for improving brand image • Automotive Lease Guide's Perceived Quality Study: Perceived quality influences price and value of a car, when real the actual product matters less. • Honda- 85.5 - Ranked 2nd • VW- 67.4 - Ranked 5th
    16. 16. VW & Honda: Day to Day • Prizes and Giveaways • Emotional Engagement • Sales and Promotions This is unsurprising. In many ways, unoriginal.
    17. 17. VW: Innovative Social Media Campaigns • Holland- Facebook • Choose- Beetle/Transporter • 1st to 20,000 likes = Winner • 1 individual wins the car
    18. 18. • Facebook fans more than double • Most people spent over 10 minutes playing the game • 700% increase on engagement on the Volkswagen Facebook page
    19. 19. VW: Innovative Social Media Campaigns • Augmented Reality • Fusion of print and digital media. • 50,000 take part • 7% signed up for a test drive • https://www.youtube.com/watch?v= K0Nkgr-t78E&noredirect=1
    20. 20. Volkswagen Viral Success • Youtube- ‘The Force’ • Effective way of building brand image • Initial High Profile Ad • Word of Mouse • Social Media does the rest. • https://www.youtube.com/watch?v=R55e- uHQna0&noredirect=1
    21. 21. Social Media Errors
    22. 22. Honda • Nostalgic social networking approach – #firsthonda – Project Drive-In • Less nostalgic approach – #WantNewCar
    23. 23. Social Media Failure • #firsthonda – Similar to #McDStories – People express their issues
    24. 24. Social Media Success • Project Drive-In – Drive In’s most popular in America – Saved almost double the amount of Drive In’s planned – Affect on market share?
    25. 25. Social Media Success • #WantNewCar – Real time response to problems – Used multiple formats; Twitter & Vine – Increased sales in previous years – Increased engagement
    26. 26. 4 Principals of Social Media • Participation • Openness • Conversation • Community
    27. 27. Recommendations
    28. 28. Volkswagen Recommendation
    29. 29. Volkswagen Recommendation
    30. 30. Volkswagen Recommendation • Recreate famous world cup goal
    31. 31. Volkswagen Recommendation • Vine video posted via twitter • #WinMLSVW • 10 winners 2 pairs of tickets for any MLS game • Increase engagement • Success in past
    32. 32. Honda Recommendation
    33. 33. Honda Recommendation
    34. 34. Honda Recommendation • Environmentally Friendly Online Games
    35. 35. Honda Recommendation • Winner receives 4 tickets to Sasquatch • Travel and eco friendly products • Sharing compulsory • Boost engagement worldwide • Boost public image
    36. 36. THANK YOU FOR LISTENING #HONDAVW For feedback and access to our presentation FOLLOW US ON TWITTER: @AlisArmy99
    37. 37. References • http://b.vimeocdn.com/ts/352/423/352423027_640.jpg • http://10and5.com/wp-content/uploads/2012/07/01-volkswagen-street-quest-key-visual.png • http://www.simplyzesty.com/Blog/Article/September-2011/Volkswagen-Use-Augmented-Reality- Campaign-To-Engage-50,000-Customers • http://therealmcast.com/wp-content/uploads/2011/02/star-wars-volkswagen.jpg • http://money.cnn.com/magazines/fortune/global500/2013/snapshots/6729.html?iid=G500_lp_arrow1 • http://money.cnn.com/galleries/2011/technology/1104/gallery.social_media_controversies/4.html • http://www.huffingtonpost.com/2012/01/10/volkswagens-social-media-facebook-_n_1196745.html • http://www.thedrum.com/uploads/drum_basic_article/96342/main_images/honda4.jpg • http://mkalty.org/wp- content/uploads/2014/03/xhw1o9ytm1_7af804d3_00f4_ab29_bd96_250f8257ae06.jpg • http://patrickschreiner.com/wp-content/uploads/2014/01/twitter.jpeg • http://edtechtimes.com/wp-content/uploads/2012/03/twitter.jpg

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