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How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people) May 20, 2009 Chris Baccus

An Automotive Strategists Look at Twitter

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An analysis of what is going on in the automotive industry on Twitter and how brands are finding Twitter as a way to engage consumers, advocates, and others in their marketing efforts.

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Page 1: An Automotive Strategists Look at Twitter

How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people)May 20, 2009

Chris Baccus

Page 2: An Automotive Strategists Look at Twitter

Social Media ParticipationJunkie

Page 3: An Automotive Strategists Look at Twitter

What is Twitter in One Dumb Slide

140 word micro-blogging site

You can “follow” friends, co-workers, brands, celebrities, “experts”, and a lot of people you don’t know

It can be about sharing mundane nonsense, but that is pointless

It’s more about sharing knowledge, interesting finds, and bit-sized thoughts

Page 4: An Automotive Strategists Look at Twitter

Twitter Stats

Twitter Traffic Grows 1,382% In A Year (Feb. 08 vs. Feb. 09)

17 million unique visitors in April 2009

Ranks as third largest social network

Average user spends 7.9 minutes a day

53% of users are female

Page 5: An Automotive Strategists Look at Twitter

Twitter U.S. Adoption

60% of Twitter users fail to return in one month.

Page 6: An Automotive Strategists Look at Twitter

Index of Twitter Users by Age Group

Page 7: An Automotive Strategists Look at Twitter

My First Few Weeks

Followed a bunch of “social media experts”

Insight: Massive Diminishing Return. Follow no more than 3

Page 8: An Automotive Strategists Look at Twitter

Finally Some Good Advice

Need to answer: Why are you on Twitter?

Professional Reason: To engage better with automotive minded people, brands, experts to gain marketing insights or trends and to promote my Auto Marketing Blog.

Personal Reason: I love talking cars

Insight: Find people who share your interests

Page 9: An Automotive Strategists Look at Twitter

Communicate Effectively

Communicate value

It’s okay to promote your blog just don’t ONLY do that

Don’t just share links - share why

Insight: Remember everything you say is public

Page 10: An Automotive Strategists Look at Twitter

My Tweet Cloud

I average 5.7 Tweets per day

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My “Follow” Strategy

Insight: If you don’t find value, purge

Followed auto brands, dealers and publications

Sometimes followed commentators who engaged with those accounts

Followed people and websites I frequented

Purged banal users and “copy/paste cats”

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Why are they following me?Why are they following me?Why are they following me?

Page 13: An Automotive Strategists Look at Twitter

How I Engage

FlockTweetieTweetGridBigTweet

Page 14: An Automotive Strategists Look at Twitter

Autos on Twitter

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Some of My Favorite Auto Follows

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Auto Public Relations on Twitter

Hailed as an effective way to monitor reputation, buzz, opinions, trends

Comcast and JetBlue are the darlings of PR Twittering

Page 17: An Automotive Strategists Look at Twitter

Auto Community on Twitter

A chat all about cars, every Wed. Night from 8-10pm EST

Page 18: An Automotive Strategists Look at Twitter

Auto Contest Buzz - Nissan Cube Canada

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Contest Effectiveness

Too Early to Tell Negative: Most of the banter is less about the brand and more about

those wanting to get votes for a contest

Positive: Some coverage is done by traditional and online media that gets the brand mentioned in new ways

Buzz Measures Misleading: When analyzing the success of a contest try to isolate discussions about the product, campaign, and brand to gage if it was a success.

Page 20: An Automotive Strategists Look at Twitter

Who Is Using Twitter Most Effectively for Marketing?

My Vote: Volvo XC60

Why? Promotion of ride and drive events, engages with community, searches for those commenting on Volvo, shares information beyond

just their launch.

Extra-Credit…

Page 21: An Automotive Strategists Look at Twitter

Volvo’s YouTube Twitter Ad

Used DoubleClick's rich media dynamic data feed capability

Largest expandable unit ever placed on YouTube's home page

Volvo is about humanity. Twitter is about humanity.

http://www.thevolvotwitterad.com/

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An Effective Campaign Using Twitter

1. Initial Goal: Stay connected to intenders by promoting test-drive events

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An Effective Campaign Using Twitter

2. Found Natural Ways to Engage with Twitter Community

Page 24: An Automotive Strategists Look at Twitter

An Effective Campaign Using Twitter

3. Engagement in Volvo Related Tweets in a Welcoming Manner

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And Lastly… Twitter is not a Strategy

Strategy

Message

Delivery

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Questions?

Page 27: An Automotive Strategists Look at Twitter

Thank YouChristopher Baccus

http://www.automarketingblog.com