Social Media Plan – Mercedes Benz dealerSocial Media Plan – Mercedes Benz dealer
Alfonso Gadea www.alfonsogadea.es [email protected]
Alfonso Gadea
Strategy
Social Media strategy is part of So-Lo-Mo strategy (Social, Local, Mobile) which is part of the business strategy.
Social Media is about Inbound Marketing: It focuses on consumers finding you: Make it easy to people who are already actively searching for the
product, this way generating more qualified leads and advocacy.
These are the basic steps:
1. Embrace Social Media as an important communications channel.
2. Ask prospective & current customers to like/follow us.
3. Create fresh, relevant, targeted content, specifically designed to reach a distinct audience, driving:
• consideration and sales among new customers,
• loyalty and advocacy among owners.
4. Leverage social media to break into the consideration of loyalists and encourage competitive switching.
Alfonso Gadea
Target groups & profile
Group 1: Customers- Current customers: make’em fans!- Customers’ friends: reach them!- Target profile (see below).- Mercedes’ fans and their friends: They have more friends! (1)
Group 2: Thought leaders (2)
- Journalists and bloggers, leaders on automotive issues.- Passionate about cars involved in discussions.Managed through PR (follow and help them, get them follow and recommend us) and specific channels (motor sites and discussion groups).
Target profileA mix of our customers’ profile + social media users:- get what they deserve MB customer- identified with their brands MB customer- find fair prices (3) used cars buyer- control the buying process e-buyers
(1) According to a study of 15,938 Facebook users, the average fan of an auto brand has 433 friends, which is three times the amount of the typical user.
(2) This presentation is focused on Group 1.(3) We can find similar online profiles: e.g. luxury brands outlets such as Vente Priveé.
Alfonso Gadea
Positioning
Passion…
…is the beginning of everything. Passion is to be breathed from the start.From passion we can drive fans through> News > Special offers > Service > Whatever...
Alfonso Gadea
Structure
The main driver is the customer / fan profile, starting with what they have in common: Passion.
New Used TrucksService& parts
Dealer BlogCompany
Passion & Cars + Local experience + Apps
New Used cars Trucks
Our professionals
New Used cars Trucks
One 2 One
An extraordinary experience
Alfonso Gadea
Contents - Facebook
Passion & Cars + Local experience + Apps
One common page to attract customers from passion, build a
community, drive its members to the website / Twitter and
get advocacy (this is the best ROI in Social Media).
Through apps we can offer specific contents (and browsers) about used cars, trucks, services or parts.
The difference from the brand’s page is that we tell local experiences through stories, videos, pictures… and invite the community to tell them.
We get our community experience travel on-off-on(e.g. Fans sharing pictures, trying our cars downtown, our mechanics giving a speech in a mall or a brand’s designer invited to our town).
We show what our new cars customers live and what our used cars customers aspire to.
News feed
Vehicle info.
Pics of vehicles.
MB rallies.
Video ads.
Reviews from a forum or magazine.
Customer feedback.
Reviews from owners.
Website links.
Social interests.
Apps
Browser, pricing information, payment calculator, updated inventory listings.
Alfonso Gadea
Contents – Twitter & LinkedIn
New Used cars Trucks
Lots of passion- Lots of contents from the brand / magazines.- All kind of exclusive events where we can appear.- Thought leaders talking about us.
Lots of special deals- Incentives, rebates, giveaways, sales- Last in / Last sold.- Tips to find deals.
New / Used / Trucks- Ownership info (recalls, maintenance reminders)
Our professionals
Social Media is a business process involving the whole company.- Our professionals (mechanics, salesmen, etc.) may get involved in group discussions or simply make their professional profile visible.- MB has a company profile which is to be referred by all professionals.
Let’s get staff that has more free time – such as the parts and accessories department – to manage LinkedIn, Facebook, Twitter... and help to make our community grow.
Alfonso Gadea
Contents – Mobile & Repository
New Used cars Trucks
Image is the essence of passion so it’s an important part of our content spread through every channel.
Different channel for each profile so that our fan can view more content of the same kind.
One 2 One
Info- Maintenance reminders.- Roadside assistance.- Vehicle health info.- Manufacturer vehicle notifications.- Diagnostic trouble code.- Owner’s manual w/ easy navigation.- Service schedule.
Tools- Remotely lock doors.- Remote horn / lights to find car.- Parked car locator (GPS).
Alfonso Gadea
Contents – Website and other channels
New Used TrucksService& parts
Dealer BlogCompany
Home: origin of passion.- Content from the brand.- New models in SW.- Special & VIP’s local events.
Special deals- Car of the week and last in.- Incentives, rebates, giveaways, sales.- Follow us on Twitter.
Saxony / Bavaria- Facilities and the team.- Local events.
Listen to our team- Opinion from mechanics, salesmen, finance, etc.
The website is still the main place to show our identity, our DNA, and where we keep the control.
An extraordinary experience
Let’s spread good contents through exclusive channels.For example, let’s create an exclusive interactive magazine for our customers, including the most important topics this month... And let’s have it uploaded to the Apple store!
It is cool and also iPhone users may be included in our target profile.
Alfonso Gadea www.alfonsogadea.es [email protected]
experience deals community
content exclusive on-off
image passion brand inbound fans price team leads
aspire control local
advocacy