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How Auto Brands are Using Social to Maximize Marketing Strategies

Date post: 11-Sep-2014
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With unprecedented social network ad targeting capabilities available to auto marketers, it's easier than ever to put content in front of in-market consumers. But how do you get the most out of that content and drive fans along the consumer journey? In this presentation, discover the role of Native ads verses Social Rich Media, how to implement Social Rich Media with your existing marketing plan, and real results from other top automotive brands who have discovered the keys to succeeding in the social/mobile landscape.
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HOW AUTO BRANDS ARE USING SOCIAL TO MAXIMIZE MARKETING STRATEGIES To tap into the social-mobile opportunity, top auto brands are using Social Rich Media
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Page 1: How Auto Brands are Using Social to Maximize Marketing Strategies

HOW AUTO BRANDS

ARE USING SOCIAL TO MAXIMIZE

MARKETING STRATEGIES

To tap into the social-mobile opportunity, top

auto brands are using Social Rich Media

Page 2: How Auto Brands are Using Social to Maximize Marketing Strategies

Marcus Whitney Co-Founder of Moontoast

@marcuswhitney

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Questions?

#SocialAuto2014

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§  Social’s Influence on Consideration

§  Native vs. Rich Media – When to use which?

§  How to Incorporate Social Rich Media to Your Marketing…Today

§  Questions

AGENDA

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WE ALL KNOW THE SOCIAL EXPERIENCE

HAS GONE MOBILE

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189 MILLION FACEBOOK USERS ARE “MOBILE ONLY”

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66% USE SOCIAL TO LEARN ABOUT PRODUCTS AND SERVICES

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58 MILLION AMERICANS USE SOCIAL SITES DAILY

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23% OF USERS CHECK THEIR ACCOUNTS FIVE TIMES OR MORE EVERY DAY

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AND GET THIS:

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http://www.jdpower.com/content/press-release/DxowqaR/-2013-new-autoshopper-study.htm

79% of new-vehicle buyers use the Internet to research their

new vehicle purchase during the shopping process.

48% of Gen Y automotive shoppers use smartphones

in their shopping process.

YEP, VEHICLE SHOPPING HAS GONE MOBILE, TOO.

Page 12: How Auto Brands are Using Social to Maximize Marketing Strategies

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“The digital presence of the brand through mobile advertising and content across mobile-

accessible sites and apps may be a great way to reach Gen Y buyers, since we see

almost half use a smartphone during the shopping process.” - Arianne Walker, senior director, automotive media & marketing at J.D. Power

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WHAT WE MAY NOT KNOW IS IT’S A HUGE CONSIDERATION DRIVER

FOR THE AUTO SHOPPER

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Source: *McKinsey Quarterly, “The Consumer Decision Journey”

McKINSEY SAYS:

3x Consumers are three times as likely to

purchase a brand in their initial consideration

set vs. brands that aren’t

90% of consumers indicated that Facebook was

the resource that caused them to add or

remove a brand from consideration

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Sources: *http://digitalairstrike.com/2013-automotive-social-media-trends-study/, **http://www.dealer.com/assets/APC-Study-21.pdf

27% of car buyers click on mobile ads on

Facebook*

41% of car shoppers who use social media said they saw

a post that caused them to add a brand or model to

their consideration**

AND MORE SPECIFICALLY, ABOUT CAR SHOPPERS:

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TOP AUTO BRANDS ARE USING SOCIAL RICH MEDIA

TO DRIVE MID AND LOW FUNNEL GOALS

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•  $200K goal reached through the

Click-to-Give campaign

•  20,500 Likes, comments, & Shares

•  14,600 ad expansions

TOYOTA’S TOYOTATHON

Toyota wanted to raise $200K for

the Boys & Girls Clubs of America.

Moontoast created a mobile-optimized

rich media unit which asked fans to

share to their social networks to

unlock a $10 donation. A map of the

U.S. was refreshed throughout the

campaign to show the top donating

regions. A celebratory unit followed

up to thank fans for reaching our goal.

RESULTS

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•  Social registration surpassed total

registrants from previous year

•  135 orphaned VINs identified

•  91% conversion rate on mobile

NISSAN’S OCTOBER CAR CARE

Nissan’s annual campaign targets

existing owners.

Moontoast brought the campaign to

social with two rich media units:

-  Countdown (goal to drive

awareness & service bookings)

-  Sweepstakes (goal to drive

registrants and find orphaned

VINs)

-  Used owner database for targeting

RESULTS

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•  Featured by AdWeek

•  4,000 ad expansions

•  15k in-unit interactions

•  3.9 interactions per user

TOYOTA’S TUNDRA INSTAGRAM

Toyota wanted to drive awareness

and consideration in the Build

Anything with Tundra campaign.

Moontoast brought the campaign to

social with an innovative Instagram

Gallery wrapped with a marketing

banner driving users to additional calls

to action. It was the first-ever

Instagram Gallery distributed in the

News Feed.

RESULTS

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HOW YOU CAN GET STARTED

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SOCIAL ADVERTISING COMES IN TWO BASIC FLAVORS:

NATIVE & RICH MEDIA

Page 22: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. WHAT IS A NATIVE AD?

“Native advertising is a form of converged media that combines paid

and owned media into a form of commercial messaging that is fully

integrated into, and often unique to, a specific delivery platform.” -Altimeter Group, 2013

Expanded Photo Ad

This is a promoted tweet

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IN LAYMAN’S TERMS:

THE BASIC ADS AVAILABLE ON SOCIAL NETWORKS

Page 24: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. WHAT IS A RICH MEDIA AD? Distributed as a status update

and may be boosted using Native ads.

When tapped, the rich media ad loads. This can be a variety of

enhanced experiences.

Consumers interact with the rich media ad without leaving the social app they are browsing.

Page 25: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. NATIVE ADS ARE AWESOME BECAUSE YOU CAN:

•  REACH potential customers who share similar characteristics with current ones

•  BUILD off the custom audiences targeting feature

•  USE INTERESTS or demographics to show ads to people who share common attributes as your existing customers

Page 26: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. RICH MEDIA ADS ARE AWESOMER BECAUSE THEY:

•  EXTEND the functionality of Native Ads with interactive experiences

•  DRIVE SPECIFIC BUSINESS GOALS like capturing leads and offering coupons in the social stream

•  GIVE YOU CONTROL OF BRANDING making it easy to use existing collateral to tie into your offline campaigns

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27 | Copyright 2014 Moontoast, Inc. All Rights Reserved – Moontoast Proprietary and Confidential

NATIVE RICH MEDIA Use Native Ads when you

want to drive :

ü  Click-throughs ü  Likes

ü  Shares

ü  Retweets

ü  Favorites

Use Social Rich Media when you want to drive:

ü  Awareness & Consideration

ü  Voting and Polling

ü  Lead Generation

ü  Couponing ü  Sales

WHICH AD TYPE SHOULD YOU USE…AND FOR WHAT?

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HOW TO INCORPORATE SOCIAL RICH MEDIA INTO YOUR MARKETING…TODAY

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Click here to edit title of this slide. MOONTOAST SOCIAL RICH MEDIA BOOTCAMP

Goes beyond native ads, with deeper engagement customized to your goals

Cost savings on creative - build once, distribute across multiple social/mobile networks

Social rich media delivers the highest engagement rates for display ads

Consumer insights and real-time data help optimize campaigns in-flight and over time

Incredibly fast to build and distribute

Page 30: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. SOCIAL RICH MEDIA HAS A SOLUTION FOR EACH STEP OF

THE CONSUMER JOURNEY

COUNTDOWN Raise awareness leading up to an event

DATA CAPTURE Used for sweepstakes, sampling, etc.

COUPON Deliver digital coupons in the social stream

COMPARISON Compare features of two vehicles

IMAGE OR VIDEO VOTING Engage users with interactive voting

DEALER LOCATOR Find a dealer by zip code or geo-location

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RICH MEDIA Use Social Rich Media when you

want to drive:

ü  Awareness & Consideration

ü  Voting and Polling

ü  Lead Generation

ü  Couponing ü  Sales

LET’S LOOK AT HOW RICH MEDIA DRIVES THESE:

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AWARENESS & CONSIDERATION

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Click here to edit title of this slide. INTERACTIVE VIDEO

•  Wrap a video with a

creative banner and call-to-

action

•  Intuitively leads user to

take one further action

beyond simply watching

•  Links to any URL

Serves the following business goals:

•  Awareness

•  Website Traffic

•  Social Endorsement

Page 34: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. VIDEO/IMAGE GALLERY

•  Plays a series of videos

which the user may swipe

to scroll and tap to view

•  Call to action hotspot which

may link to any URL

•  Optional voting, with a

configurable results screen

or thank-you page

Serves the following business goals:

•  Awareness

•  Consideration

•  Website Traffic

•  Social Endorsement

Page 35: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. INSTAGRAM/VINE GALLERY

•  Plays a series of Instagram

or Vine videos which the

user may swipe to scroll

and tap to view

•  Call to action hotspot which

may link to any URL

Serves the following business goals:

•  Awareness

•  Consideration

•  Website Traffic

•  Social Endorsement

Page 36: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. PRODUCT COMPARISON

•  User selects a product to

compare

•  Head-to-head features are

displayed

•  Call-to-action links to any

URL destination: “Build

Yours”, “Learn More”, etc.

Serves the following business goals:

•  Consideration

•  Preference

•  Website Traffic

•  Social Endorsement

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VOTING & POLLING

Page 38: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. INTERACTIVE VOTING

•  Engage consumers with

dynamic image or video

galleries

•  Users browse images or

videos and vote for their

favorite

•  Optional data capture to

drive leads

Serves the following business goals:

•  Awareness

•  Consideration

•  Lead Generation

•  Social Endorsement

Page 39: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. INTERACTIVE POLLING

•  We poll fans and let them

view instant market

feedback

•  Optional – Fans can Like

the page from within the ad

Serves the following business goals:

•  Awareness

•  Consideration

•  Page Likes

•  Social Endorsement

Page 40: How Auto Brands are Using Social to Maximize Marketing Strategies

LEAD GENERATION

Page 41: How Auto Brands are Using Social to Maximize Marketing Strategies

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THE ALLEY-OOP

Page 42: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. INTERACTIVE COUNTDOWN

•  Drive pre-event awareness

•  Display a creative banner or

play a video

•  Ask fans to RSVP for the

launch using a Facebook

Event

•  Timer counts down to the

launch of the event

Serves the following business goals:

•  Awareness

•  Social Endorsement

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THE SLAM DUNK

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•  Display a creative banner or video next to a

simple sign up form where fans may enter

a sweepstakes

•  Fans may to opt-in to receive more

information

•  Customizable thank-you screen presented

post-submission

•  User is invited to share the experience to

their social stream

SWEEPSTAKES

Serves the following business goals:

•  Consideration

•  Preference

•  Social Endorsement

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•  Display a creative banner or

video with a call-to-action

•  Customizable thank-you

screen presented post-

submission

•  User invited to share the

experience to their social

stream

DATA CAPTURE

Page 46: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. •  Bring national marketing events to social

in new and exciting ways

•  Clicking a location displays details

INTERACTIVE MAP WITH DATA CAPTURE Serves the following business goals:

•  Consideration

•  Preference

•  Lead Generation

•  Social Endorsement

Page 47: How Auto Brands are Using Social to Maximize Marketing Strategies

COUPONING

Page 48: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. PASSBOOK COUPON

•  Offer a coupon in the social

stream

•  Consumers can save it to

their iOS Passbook or opt to

receive the coupon via email

•  They redeem the coupon at

the time of purchase

Serves the following business goals:

•  Awareness

•  Purchase Intent

•  Lead Generation

•  Social Endorsement

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SALES

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Click here to edit title of this slide. •  Branded background with a call to action to enter a zip code to find an auto dealer in the area

•  Upon submission, the user is presented with a list of dealerships, their addresses, and the

ability to get directions via a map, tap to call, or request more information.

DEALER LOCATOR

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BONUS: SPONSORSHIPS

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•  Rich media comes in many shapes

and sizes

•  Rich media addresses many

business goals

•  Rich media can complement

sponsorships from television to

sporting events and more…

DRIVE SPONSORSHIP AWARENESS & ENGAGEMENT

Page 53: How Auto Brands are Using Social to Maximize Marketing Strategies

Click here to edit title of this slide. BUILD FAST, DISTRIBUTE EVERYWHERE, OPTIMIZE IN-FLIGHT

Moontoast  quickly  builds  adap2ve  units  which  are  op2mized  for  desktop  and  

mobile  devices.  

Distribute  your  rich  media  unit  as  a  status  update  across  mul2ple  social  networks  and  

boost  with  paid  media.  

Patented  analy2cs  measure  each  unit’s  expansion,  interac2on,  conversion,  and  

social  endorsement.  

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Questions?

#SocialAuto2014

THANK YOU!

Contact Moontoast: [email protected]


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