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
EXECUTIONS – DO’S AND DON’TS
DO – Website has full social adaptations
DON’T – Website lacks linking to social channels
EXECUTIONS – DO’S AND DON’TS
DO – Link to important news releases on main site
DON’T – only use Facebook notes or posts
EXECUTIONS – DO’S AND DON’TS
DO – Experience is an extension of the campaign
DON’T – Ads are placed as if it was a normal spot
EXECUTIONS – DO’S AND DON’TS
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
Ford
Maz
da
Honda
Hyund
ai Kia
Scio
nIsuz
u0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
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-
ChannelThe BasicsResponse
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-
ChannelThe BasicsResponse
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-
ChannelThe BasicsResponse
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-
ChannelThe BasicsResponse
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
r
GETTING THE JOB DONE
? Francisco “Paco” Vilaró@:
[email protected]@: [email protected]#: 787.607.6248W: twitter.com/gandido
THANK YOU FOR YOUR TIME