Social Media Trends in the Puerto Rico Auto Market (Q4 2010)

transcript

Puerto Rico Report for Nov. 2010

SOCIAL TRENDS IN THE AUTOMOBILE

INDUSTRY Francisco Vi laró

Product updates Video repository

for ad spots Dealer locations Special events Photo albums

Brand submitted User submitted

STRAT TREND – CONTENT DISTRIBUTION

Consulting through messages for repairs

Direct marketing approach

Interactions with typical conversations

Promotions to increase participation

STRAT TREND – CRM / SERVICE / SALES

Masked questions through conversational engagement Consumer buying

habits Media consumption Product insights

for future development

Application usage Product

associations Aided recall

STRAT TREND – DATA & INSIGHTS

DO – Content placed on relevant tabs

DON’T – Content placed solely on wall

EXECUTIONS – DO’S AND DON’TS

DO – Pageview starts at a relevant tab

DON’T – Allowing completely empty tabs

DO – Website has full social adaptations

DON’T – Website lacks linking to social channels

DO – Link to important news releases on main site

DON’T – only use Facebook notes or posts

DO – Experience is an extension of the campaign

DON’T – Ads are placed as if it was a normal spot

Fan count i s genera l ly t rend ing towards more popular brands in terms of sa les wi th a few except ions, such as Ford and N issan.

Reasons why wi l l be covered in the brand deta i led sect ion to fo l low.

BASIC DATA

ai Kia

Total Fans

*Toyota excluded due to highest fan count of 46,613 in order to allow visual differentiation for other numbers.

“The number one reason that a Facebook user subscribes to a brand’s fan page is in order to

receive discounts, with keeping up with new products as the second.”

– eMarketer Study, 2010

BRAND FOCUS Case Study

1. Vis i tor-only content adds value to subscr ipt ion

2. Socia l game and contest wi th real pr izes

3. Time spots and ads, as wel l as other v ideo content

4. Websi te integreat ion wi th ‘Find Us’ and ‘L ike th is ’ (g iv ing errors ATM)

1. Dea lersh ip locat ions on n i fty d isp lay

2. Promo fl yer on stat ic tab that opens on v is i t (o ften)

3. Content d is t r ibut ion done through soc ia l su i te so ftware (HootSu i te) / wa l l i s the land ing page

4. Twi t ter p la t form made for serv ice and CRM

1. Typical content d istr ibut ion with photos

2. Ad placed through a spec ifi c tab – is a lso landing page

3. Vehic le photo l ine-up on a tab with l inks to Nissan PR models page

4. L ist for locat ions is s imple but not v isual enough

1. Start tab focused on events (cons is tent wi th brand)

2. Wal l i s enabled for users (working so far)

3. Links for current events ( I r a l S i te) l ink s tra ight to Facebook

4. No informat ion about current models found

1. Wal l i s enabled for a l l users

2. Specia l off ers tab wi th reduced pr ices is the landing page

3. Model of the moment gets a tab wi th a l ink to i ts own s i te

4. RSS News feed only re lays Mazda USA info

1. Soecia l Off er tab is the landing page

2. Dealer locat ion tab is neat wi th a nice v isual

3. Hootsui te – monitor ing wal l and us ing i t for customer serv ice

4. Twitter p lat form made for serv ice and CRM

1. Wal l enables users to post

2. Shared event wi th s ister brands is the landing page

3. Notes page funct ions as news re leases

4. 14 brand photo a lbums – only 12 fan photos uploaded

1. Wal l landing page – user enabled

2. Car personal i ty match game from U.S. fan page

3. Products only h ighl ighted as an a lbum

4. “Share” on Facebook button is act ive

1. K izayashi model i s the current landing page

2. Typical content p lat form

3. Four tabs represent most popular models

4. Touching diff erent p ictures subst i tutes the one being shown on the f rame

1. On-s i te game with FB L ike button

2. Specia l event is the land page and l inks to game

3. Wal l i s poor ly managed

4. Emphasis on photo a lbums generated by the brand

1. Featured product is not the landing tab

2. Wal l i s the main tab – standard distr ibut ion plat form

3. 20 brand generated a lbums – no fan produced content

4. Standard v ideo distr ibut ion

1. Featured product IS the landing page

2. Dealer l i s t ing is s imple yet not v isual

3. Videos presented in a YouTube tab extends soc ia l reach

4. Websi te l inks to a l l the i r soc ia l channels

1. Wal l i s the landing page and i t ’s r ich wi th content

2. Main focus is on photos

3. Video page inc ludes more than just ad spots

4. Lack of content var iety and off ers might turn off users

Next StepsBEST PRACTICES

Informing on discounts is not the same as rewarding with a discount

Giveaways and contests that are unique to brand fans

Facebook “Deals” enables Places check-in to have value

Customer service support through social channel increases engagement

Adding ValueCross-

ChannelThe BasicsResponse

PlanWork It

Features

Cross-channel connectivity“Find us” “Like This”, “Share” and “Become a Fan” on page

Increases virality and visibilityGenerates content on feedsCode necessary is free and available on Facebook Developer and Facebook Blogs

Release content through a site blog that distributes to social channels through plug-ins

Adding ValueCross-

PlanWork It

Features

Social Media is not a spotDo not place your print ads without first adapting them

Become more social – videos through YouTube tab expands visibility to other channels

Give them the 411Vehicle listRetailer / Reseller list

(This content is visible to all)

Adding ValueCross-

ChannelThe Basics

Response Plan

Work ItFeatures

Establish a social media policy for user responseCustomers seeking service through social channels may not be ignored

Set a timeline for answers Implicates active monitoring through various social networks

Agency personnel can be trained to respond with an answer setTech questions receive assistance

Adding ValueCross-

PlanWork It

Features

Don’t be Lazy

Do not publish things that are half-way done

Do not place empty tabs that occupy valuable space

Refresh with content so your fan page stays up to dateSocial Media Optimized releases cut work in this aspect

Should also reflect work on main web page

Adding ValueCross-

PlanWork ItFeatures

Inject Relevant Content

Interior view pictures with a nice interfaceNewest models get this treatment

Supplement with ‘Photos’ app

Add link to main site for specs

Adding ValueCross-

PlanWork It

Features

Your Fan Page should be an extension of the brand.

It should not replace the web page – they are built to drive traffic to

each other.

HELPFUL RESOURCES

Facebook Deals Blog Post – explains integration with Places

Facebook Places Appropriation GuidelinesConcerns over merging Fan Page with PlacesFacebook Developers – info on plugins and Graph APIFacebook Connect – Webpage Interactivity Help Cente

GETTING THE JOB DONE

? Francisco “Paco” Vilaró@:

paco.vilaro@yahoo.com@: fjvilaro@gmail.com#: 787.607.6248W: twitter.com/gandido

THANK YOU FOR YOUR TIME

Social Media Trends in the Puerto Rico Auto Market (Q4 2010)

Automotive