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Social Media Solutions for the Automotive Industry Presented by: Nannette Staropoli Chief Strategist, MARKITGROUP | Social Media Director WORLDDEALER Social Media Solutions Powered by: MARKIT Group

Social Media and the Automotive Industry

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Informative presentation on social media in the automotive industry, answers what is social media, examples of car manufacturer use of social media, local dealership social media programs, MARKIT Group social media program, social media launch and monthly content syndication

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Page 1: Social Media and the Automotive Industry

Social Media

Solutions

for the

Automotive

Industry

Presented by: Nannette Staropoli

Chief Strategist, MARKITGROUP | Social Media Director WORLDDEALER

Social Media Solutions Powered by: MARKIT Group

Page 2: Social Media and the Automotive Industry

Next StepsPresentation Overview

WorldDealer / Social Media Division

What is Social Media and WHY?

Automotive Industry and Social Media

Getting your social media program started

Social Media Program Types / Review

How your Sales Team can use Social Media to increase sales

Q and A / Next Steps

Contact Information

Presented by: Nannette Staropoli WorldDealer | Social Media Director

Dan Ferguson l Director Business Development

Page 3: Social Media and the Automotive Industry

• Streamline ad agency and web services by managing and executing dealership marketing efforts in one place.

• WorldDealer eliminates the leg work involved in developing complete multi-media campaigns that result in a strong offline and online presence.

•Product (Model Specific) Micro Sites•Mobile Websites•Credit Micro Sites•SEO/SEM•New and Used Car Videos•Email Marketing •End Point Management / Managed Services•Social Media Marketing

Highlight of Services: From website design and content management…Search Engine Optimization and Marketing, Video Search, Inventory ads and Video Text Links…to TV, Radio and Print production, media buying and Social Media Marketing.

Total support to complete the marketing puzzle!

Page 4: Social Media and the Automotive Industry

The Passion That Drives Us

We invite and encourage our customers to provide valued feedback

Would recommend them to any dealer, they

have been great to work with! Bus Dev’t Mgr

World Dealer has been an absolute pleasure to work with! Excellent

planning and deployment, outstanding training and support. I highly recommend this company!

Internet Sales Manager

World Dealer is easy to do business with, anytime we

need anything or have changes to make they get right on it, very fast, and in this business fast makes all the difference in the world.

General Manager

Fantastic support and response time. Dan was an excellent source of information and in an hour felt comfortable enough

that I could build and respond. His insight into our learning curve allowed us the

opportunity to learn and send out our first bulk email within 20 minutes of our

training. Great Job thanks Dan. GSM

These guys are good, I've learned alot from them and respect their experience and input. They are a

very good professional service group that also understands the

automotive retail industry.General Manager / CFO

Innovative, passionate and willingness to

experiment for new concepts/ better tractionVP Marketing

Average Rating5 Stars Average100% Recommended

Page 5: Social Media and the Automotive Industry

World Dealer / MARKIT Group Advantage

MARKIT Group serves as WorldDealer’s

in-house social media division that provides holistic

social media solutions

Customers value: turnkey social media service provider

Page 6: Social Media and the Automotive Industry

Next Steps

Dedicated exclusively to marketing strategies using social media expertise and technology platforms.

A proven methodology and process to syndicate content quickly and efficiently

Syndication Center with a dedicated teamspecifically for each partner and client

Customer first approach and custom-tailored solutions to address customer’s needs and goals.

More than 20 years experience sales and strategic marketing solutions

WorldDealer’s Social Media Division

Social Media Subject Matter Expertise

CultureCommunities ResourcesTools

Page 7: Social Media and the Automotive Industry

What is social media?

Fusion of sociology and technology,driven by user-generated content.

Umbrella term that defines the various activities (conversations) that integrate technology, social interaction and the sharing of words, images, video and audio

World’s largest direct outlet for conversation and social interaction.

Page 8: Social Media and the Automotive Industry

Simply said …

Social Media is people having conversations

on-line.

Page 9: Social Media and the Automotive Industry

Social Media

Conversations are powered by various forms of social media Blogs Microblogs Online Chat RSS Social Networks Message Boards Wikis Podcasts Video Sharing Sites Photo Sharing Sites Communities Forums

Page 10: Social Media and the Automotive Industry

And another 126 million use BLOGGING sites

WordPress 54.8 million Blogger 23.5 million Wikipedia 14.1 million Typepad 34.8 million

The Social Media Explosion | How big is it?

Page 11: Social Media and the Automotive Industry

The Social Media Explosion

Facebook Growth Facts

More than 1 billion photos uploaded to the site monthly

Average user has 120 friends on the site

More than 30 million users update their statuses daily

More than 8 million users become fans of Pages each day

More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week

More than 2.5 million events created each month

Page 12: Social Media and the Automotive Industry

The Social Media Explosion

Twitter

Fastest growing online community site with a 1,382% increase in visits Feb 09 versus Feb 08

Visits from 475,000 unique visitors February 2008 to 7 million in February 2009 -- a 1,382 percent uplift

45-54 year olds are the top demographic

Page 13: Social Media and the Automotive Industry

The Social Media Explosion

Social Media Growth Facts

More than 10 million videos uploaded each month

More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week

3,600,000,000 photos have been received on Flickrsince June 2009. That’s 1 photo per every two citizens of this planet

More than 2.5 million events created each month

Page 14: Social Media and the Automotive Industry

What ‘s being done (and who is doing it) ?

All major car companies are deeply engaged in social media programs.

Ford Motor Co. has moved $1.5 billion of its $3 billion budget to digital and online media spending.

Page 15: Social Media and the Automotive Industry

Social Media program was completed with just 100 advocates nationwide

- 4.3 million YouTube views- 500,000+ Flickr photos- 3 million+ Twitter impressions

-- 50,000 interested potential customers, 97% of which don’t currently own a Ford

Page 16: Social Media and the Automotive Industry

What ‘s being done (and who is doing it) ?

Honda’s Facebook page, which features a social experiment application, tries to demonstrate the universal appeal of the automotive brand by getting people who know someone with a Honda to connect to others.

Page 17: Social Media and the Automotive Industry

What ‘s being done (and who is doing it) ?

The VW vanity URLdirects you to the Meet the Volkswagens application, which digs through your profile data, including date of birth, gender and education, to match you with a pair of Volkswagens that are right for you.

Page 18: Social Media and the Automotive Industry

Blog Sites Facebook Twitter MySpace Local Directories / Forums Video uploading Micro websites Personal Brand Management Social media promotions

Local Dealership | Social Media participation

Page 19: Social Media and the Automotive Industry

Rating Sites Review Sites Custom Community

Social Network Site User Generated

programs Brand Ambassador

campaigns

Local Dealership | Social Media participation

Page 20: Social Media and the Automotive Industry

Automotive Avenues created a custom social media community

Weaved SM branding throughout current marketing materials, marketing plan and within social media sites

Local Dealership | Social Media participation

Page 21: Social Media and the Automotive Industry

Social Media | How will it help me?

Build brand awareness Relationship building Increase loyalty Improve overall customer retention Activity metrics (website activity, followers) Survey metrics HR – recruiting; retaining Increase customer base Generate leads Drive sales Educate customers / prospects Improve internal communication Improve operations / customer service Search Engine optimization benefits PROACTIVE conversation management

Page 22: Social Media and the Automotive Industry

Develop and protect your online reputation

Numerous web resources are dedicated to

rating auto dealers.

People are talking about you and your brand. Join

the on online conversation.

Social Media | How will it help me?

Page 23: Social Media and the Automotive Industry

What it takes to make social media work

• Time Commitment –social media programs

require consistent interaction

• Long-term participation and sharing

• A strategic roadmap that Integrates into

your current marketing plan (create

footprint, focus on networks; contact groups)

• Executive support

• Realistic expectations

• Technology expertise for the unique nuances,

policies, procedures and interface of

Social Media platforms and tools

• Intimate knowledge of security and privacy

• Strong outsource partner

Social applications work “better than advertising at helping people in the consideration phase.”

Page 24: Social Media and the Automotive Industry

The Social Media Process

Getting your social media program started

Page 25: Social Media and the Automotive Industry

Review | Social Media Program Types

Basic Forms of Social Media Social Networks

- Facebook-MySpace-Linkedin

Blogs Microblog

- Twitter Picture Sites

-Flickr Video Site

- YouTube Podcasts Forums Content Communities Personal Brand Management

Page 26: Social Media and the Automotive Industry

Social Media can help your sales staff

People start the buying process by talking about their want or need with friends and at times with complete strangers at a gas station, water cooler chat or Social Networks.

Facebook is a powerful database that could

make the difference of3-5 cars per month or 25-35 cars per month

depending on how you work it and the amount

of dedication.

Page 27: Social Media and the Automotive Industry

On Site Social Media Seminars

8.3.09v3

Half or full day seminar series dedicated to a variety of social media topics and tailored to your companies strategic goals.

Sample topics for an on site Social media session: Arm your employees and executives with the necessary tools and knowledge to use social media in the following ways:• Personal Brand Management• Mobile tools• Rules and regulations• Privacy• Best practices•Enhance customer relations

Social Media Seminar Topics: •How to maximize social media within your organization•Social media integration throughout the organization•Social media strategies

Page 28: Social Media and the Automotive Industry

World Dealer / Solutions

Sample

Program

Page 29: Social Media and the Automotive Industry

Social Media Launch Program

Social Media 90 day launchProfile set up / modification /inter-site integrations:

Facebook

Twitter

YouTube

Flickr

Blog site

Up to 20+ sites and related directories

Network Expansion

- Initial network launch

- Ongoing network expansion

Content Syndication Program

- Initial content aggregation

- Content development

90 Day Launch & Monthly Content Syndication

Page 30: Social Media and the Automotive Industry

Monthly Syndication

Ongoing content syndication

You (or your marketing agency; and/or

combination) provide content;

our syndication team will distribute to

your social media landscape

Includes content aggregation and

creation program

- Aggregation from manufacturer created

- content; generic auto industry; niche content information

Page 31: Social Media and the Automotive Industry

Social Media Solutions Process

Page 32: Social Media and the Automotive Industry

Dedicated Social Media Expert (SME)

Every dealer/client is given a personal social media expert who acts as the single point of contact.

Advantages:

• SME has complete knowledge of

dealers social media program

• Single point of contact

• Customer service commitment

• Utilizes technology tools and

methodology to ensure brand

enforcement and/or editorial

guidelines

Page 33: Social Media and the Automotive Industry

Next Steps

10.5.09

Questions?

Next Steps

Related Links

Contact Information

Page 34: Social Media and the Automotive Industry

Related links

Mktgv9.24.09

• Facebook Crosses 250 Million User Mark, Adds 100 Million New Users in 6 Months, Inside Facebook, 07.15.09

• Facebook Marketing Breakfast Series• Can Marketers Keep Up With Facebook?, Advertising Age, 06.29.09 • Facebook.com/Chevrolet• Facebook.com/Dodge• Facebook.com/Ford• Facebook.com/Honda• Facebook.com/Hyundai• Facebook.com/Jeep• Facebook.com/Pontiac• Facebook.com/VW• Selling Cars with Social Media Part 2 • John Walsh Child Safety Event Promoted by Twitter for Metro Ford • Metro Ford Featured in CBS News Segment for Social Media Marketing for Car

Dealers • Ford’s Approach to Social Media • Harr Auto Group Holds Twitter Contest for “#1 Red Sox Fan” • Metro Ford of Schenectady, Potratz Unveil New Automotive Website

• Image credits:Facebook user growth image appears courtesy of Inside Facebook; Honda vanity URL page image courtesy of Facebook.com.

Page 35: Social Media and the Automotive Industry

Related Links | UGC Communities

Mktgv4 9.5.09

Dealership examples of created online UGC communities based on Web 2.0 site platforms.

1. Ford-Community.com2. SandersonCommunity.com3. San-Tan-Ford.com4. TysingerCommunity.ning.com5. Beck Toyota Scion Community at BeckToyota.ning.com6. The Upstate Honda Enthusiast Community - Breakaway Honda; Greenville, SC7. The Boston Cadillac Community created by ADM Professional Chris Fousek8. My Jeep Community at MyJeepCommunity.com from Westbury Jeep in Westbury, NY9. The Boston Honda Community at HondaGallery.ning.com created for Honda Gallery of North Reading, MA.10. The Acton Toyota Community is a great example of getting dealership employees to participate.11. ADM's very own Amy Rothenberger has created an exceptionally well designed Mazda Community site.12. A new Online Automotive Community at www.FordCommunity.com is from Rich Ford of Albuquerque.13. Check out www.MyDubSpace.com created by ADM's own Ken Nix!14. Check out the 7 Store Kenny Ross Auto Group Community at www.KennyRossCommunity.com which is set 15. up with all the optional Ning Premium Services including ownership of the Advertising space and revenue

stream.16. Gallery Honda in North Reading, MA: www.Boston-Honda.com17. Gallery BMW stores of Norwood and Norwell, MA: www.Boston-BMW.com18. Gallery Volkswagen of Norwood, MA: www.Boston-Volkswagen.com19. Gallery Mazda of Norwood, MA; www.Boston-Mazda.com20. The Automotive Avenues Credit Union affiliated dealership in Denver, CO; www.Automotive-Avenues.com

Page 36: Social Media and the Automotive Industry

Contact information

Dan FergusonDirector of Business Development

WorldDealer866.485.8800

www.worlddealer.nett 866-485-8800 c 412-716-5878

Nannette Staropoli

MARKIT Group / WorldDealerOffice: 412.567.3838

Mobile: [email protected]

Skype: nanstarr1

Follow me on:

9.25.09v2