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© 2012 Mikolaj Jan Piskorski
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Follow me on Twitter: @mpiskorski
Associate Professor of Strategy and Richard Hodgson FellowHarvard Business School
Social Strategies in Automotive Industries
© 2012 Mikolaj Jan Piskorski
2,000,000,000+ internet users are very social
Social
Newspapers
Politics
Company website
0 20 40 60 80 100
Index of relative number of visits
Number of visits
© 2012 Mikolaj Jan Piskorski
And they are your customers!
15-24 25-34 35-44 45-54 55+0%
2%
4%
6%
8%
10%
12%
14%
16%
Women Men
Perc
enta
ge o
f soc
ial n
etw
orke
rs
© 2012 Mikolaj Jan Piskorski
And they are your customers in Chile too!
18-24 24-35 36-45 45-55 55-0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
Male Female
Mill
ions
of u
sers
© 2012 Mikolaj Jan Piskorski
They love to look at other people, not companies…
Viewing pictures and profiles
79%
Adding content 8%
Adding/removing friends
8%
Email5%
© 2012 Mikolaj Jan Piskorski
They also love video and mobile…
• Video
• 80% of social platform users do this
• Average = 150 videos/month
• Men watch 2x as many videos as women do
• Mobile
• 40% global cellphone users have data access
• Primary activity: search + social networks
• 45% of Facebook traffic is mobile now
© 2012 Mikolaj Jan Piskorski
Social media is critical to car industry:Bought as a result of seeing content on social media
Automotive
Food
Financial services
Travel
Alcoholic beverages
Personal care
Healthcare
Nonalcoholic beverages
0 5 10 15 20 25
Percentage of social network users
© 2012 Mikolaj Jan Piskorski
Social is critical to automobile industry:People use social when they make decisions
• 80% of auto shoppers in US use Facebook
• 30% use it to make car buying decision
• 41% saw post and added a car to consideration
• 58% mentions new car purchase on Facebook
• What kinds of content matters to them?
• 60% will get advice from friends
• 60% will go to company page on Facebook
• 50% will go to dealership page on Facebook
© 2012 Mikolaj Jan Piskorski
Social is critical to automobile industry:They want to connect to brands and other drivers!
Discou
nts
Get a
dvice
Iden
tify
with b
rand
Custo
mer
ser
vice
Conne
ct to
oth
er c
onsu
mer
s0
10
2030
4050
6070
Food TravelFinancial services Cars
Pe
rce
nta
ge
of
res
po
nd
en
ts
© 2012 Mikolaj Jan Piskorski
Four steps to successful social strategy
Find your currentand future customers
Make their socialexperience better
Get them to tell their friends how great you are
Integrate socialtechnologies into
your business
© 2012 Mikolaj Jan Piskorski
Connect:Use a Facebook Page as your entry point
© 2012 Mikolaj Jan Piskorski
Connect:Ask your customers off-line to “Like” you
© 2012 Mikolaj Jan Piskorski
Connect: Ask on-line customers to “Like” youand use the power of social endorsement!
© 2012 Mikolaj Jan Piskorski
Engage:Content that makes their social experience better
• You are not a friend,
you are a brand• Research shows you
should stay on brand
• Use pictures and video
• 30% people search for
car after seeing a video
of it online
© 2012 Mikolaj Jan Piskorski
Engage:Content that makes their social experience better
• Get others to tell your
story• 60% people do not
believe stories that car
companies tell
• User generated content
• Volkswagen
• Ford Fiesta Movement
• Chevy Sonic
© 2012 Mikolaj Jan Piskorski
Engage:Typical economic outcomes for social campaigns
• Ford Fiesta• Some videos received 200,000 views – average 1,600
• 1st quarter name recognition at 42% of intending to buy
• Compare to 23% for Nissan Cube comparable
• 289,000 website visitors vs. 144,000 comparable
• 20% configured vehicle online
• 72,000 annualized test drives
• Cost them roughly $6 million
• $83 / test drive versus $300 average for the category
© 2012 Mikolaj Jan Piskorski
Influence:Get people to tell their friends how great you are
© 2012 Mikolaj Jan Piskorski
Influence:Get people to tell their friends how great you are
© 2012 Mikolaj Jan Piskorski
If you really want friends to influence others,you need to integrate into product experience
© 2012 Mikolaj Jan Piskorski
Integrate:eBay and GroupGifts
© 2012 Mikolaj Jan Piskorski
Integrate:eBay and GroupGifts
© 2012 Mikolaj Jan Piskorski
Integrate:eBay and GroupGifts
© 2012 Mikolaj Jan Piskorski
Integrate:eBay and GroupGifts
© 2012 Mikolaj Jan Piskorski
Integrate:eBay and GroupGifts
© 2012 Mikolaj Jan Piskorski
Integrate + Influence:eBay and GroupGifts
© 2012 Mikolaj Jan Piskorski
Integrate + Influence:Economic outcomes of integration campaigns
• Lots of happy people getting gifts• Average 4.2 contributors
• Economic benefits• Average ticket price increased 5 times
• 1 in 3 people signed up for a PayPal account
• Everyone returned to eBay four times
• How much did this cost eBay?• Fixed cost of technology, nothing in marginal costs
© 2012 Mikolaj Jan Piskorski
Use Facebook Platform•To get friendship data•To write to people’s profiles
To connect people to each other in ways
•They can’t connect on FB•Or in the off-line world
And get them to do tasks for you
•Such as advertising or providing inputs for free as they connect to others
Integrate + Influence:General prescription
How American Expressis growing market share
over Visa and MasterCard?
© 2012 Mikolaj Jan Piskorski
Use Facebook Platform•To get friendship data•To write to people’s profiles
To connect people to each other in ways
•They can’t connect on FB•Or in the off-line world
And get them to do tasks for you
•Such as advertising or providing inputs for free as they connect to others
Integrate + Influence:How to leverage this in car selling?
Want to be the 1st to test ride?
Use your Facebookto sign up for
exclusive previewtest rides…
And bring at least three friends!
And post this on your Facebook page to get your friends to
vote for you
© 2012 Mikolaj Jan Piskorski
Use Facebook Platform•To get friendship data•To write to people’s profiles
To connect people to each other in ways
•They can’t connect on FB•Or in the off-line world
And get them to do tasks for you
•Such as advertising or providing inputs for free as they connect to others
Integrate + Influence:How to leverage this in car selling?
Sign up if you already own
Come to serviceyour car
Post on-line discounts for your
friends to use
© 2012 Mikolaj Jan Piskorski
Four steps to successful social strategy
Start withFacebook Pages
Provide pics and videoand get others to do it
Get people to sharecontent with their friends
Make sharingcentral to your
business model
© 2012 Mikolaj Jan Piskorski
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@mpiskorski
More detail: http://bit.ly/SocialCarReport
Thank you!