SubaruLauren Papasidero

How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media

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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 40Los Angeles7-26-2016

1

How Subaru

Shares the Love

From Its Loyal Fans

and

Uses UGC to Maximize

Organic Social Media

Lauren Papasidero

@LaurPapasidero

2

Who Owns Your Brand’s Social Media Channels?

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

6

Daily Content Comes from PR and is….

7

Earned Social Media is HARD!

8

Lucky?

9

Our owners LOVE their Subarus

and they love taking pictures of their cars

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

11

Subaru social needed to embrace storytelling

Because what we had, wasn’t working.

12

Written word is great, but…

13

Stop them in their scroll? Use multimedia.

14

Leveraging our fans started working and fans

began noticing our use of UGC

15

Fan Photos Kept Coming

16

We listened to fans and noticed a trend…

17

#SubarusandSunsets

18

We noticed other Subaru trends & had to leverage

them

19

#ItsASubieThing

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!

24

#WRXmas

25

Success

26

#WRXmas THANK YOU Gifts

27

UGC Works for Organic Content!

VISUAL PERSONALIZED

SNACKABLE SHARE-ABLE

UGC WORKS!

28

Emotions Help Personalize Social Media

Emotions

Engagement

Experiences

29

Best Part About Using UGC….

30

Exclusive Thank-You Gifts

31

Fans Posted Their Gifts and People Took

Notice

32

Using UGC Builds Brand Loyalty and Love

33

It’s Important to Talk to Your Customers

34

Build Relationships and Trust

35

Pay to Play? No! Organic Can Work!

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 Meetingssocialmedia.org/meetings

MEM

BER MEETIN

G 40

SO

CIALMEDIA.ORG

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 40Los Angeles7-26-2016