XXX XXX SOCIAL ADVOCACY STRATEGY12.6.12

Team Detroit Cross-Channel Strategy

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• Purpose & Definitions• Situation & 2013 Vision• Trends

– Consumer– Social Space– Competitors Online

• 2012 Results & Advocate Analysis• Go Further Evolved• 2013 Strategy

– Targets– Objectives– Areas of XXX

• Next Steps– Communications/Tactical Planning

Overview

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The purpose of this deck is to outline a course of action in 2013 for the advocacy portion of the XXX Social Ecosystem, the “XXX Social” program.The following topics will be covered in this strategy, and for the sake of clarity are defined as they are used in this deck:

– XXX Social Ecosystem = The infrastructure (i.e. social.XXX.com), platforms/channels (e.g. Facebook, Twitter, Instagram, etc.)and on/off-platform/infrastructure advocacy efforts supported through a variety of resources and brand campaigns/programs within the XXX Domain and guided by Team Detroit. Other strategies will address specific portions of this Ecosystem on a by-program/project basis.

– XXX Social = The consumer-facing, digitally based program geared toward promoting the XXX brand through positive actions done on behalf of the XXX brand or is vehicle brands by XXX Advocates. AKA “Advocacy Program”.

– Advocacy Program = the generic name for the “XXX Social” program.– Advocacy = the act of taking a positive action on behalf of the XXX brand or its vehicle brands. – Advocate = Anyone, registered or not, fan or not, who has taken a positive action on behalf of

the XXX brand or its vehicle brands. There are 4 types of advocates covered in this strategy. These types may or may not include Fans or Followers.

– Fans = Anyone who has fanned the XXX brand or its vehicle brands on Facebook. Fans are comprised of advocates and non-advocates who like XXX/XXX vehicles. Advocates and Fans are not mutually exclusive categories.

– Advocate Types = The four types of advocates as defined by the marketing industry, based on general advocacy behaviors and personality types. Our own advocate data was overlaid onto this model to comprise our 2013 Communications Analysis by relative population. (Not the same as Analytics’ advocate segmentation.)

– Targets = The target of any of our communications. These may be one or more of the 4 advocate types, fans, followers, visitors to social.XXX.com, shoppers or a combination of these.

Purpose & Definitions

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SITUATION & 2013 VISION

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In 2011, XXX aligned with consumer and technology trends to amplify the power of its ecosystem through a new centralized, always on advocacy program called XXX Social.

In 2012, XXX Social focused on recruiting and cultivating an army of advocates to help impact consumers’ opinion of XXX favorably and began deploying them against priority business.

In 2013, XXX Social will support this army’s efforts and learn more about them.

Situation

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• The Vision– Put consumers at the center of the XXX Brand and reach new

customers via the new social paradigm.• The Mission

– Invite and inspire an army of advocates to co-create the XXX brand.

– Let others speak for us in order to create a brand that is relatable (for a “person like me”) and resonates with people who were previously unmoved by XXX.

• The Plan– We do this by continuing to build strong relationships with all

types of advocates via an always-on, digitally based advocacy program that matches their “always-reachable” expectations .

– We do this by continuing to recruit and engage with our advocates and improve the infrastructure that supports our vision and mission, thereby maximizing the efficiency of advocacy.

Our Vision for 2013

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TRENDS

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Consumers

• Search for Meaning– Hyperlife, Memory Marketing, Digital

Archeology• Taking Back Control

– The Curator Generation• Reblogging vs. blogging, consumer

creative control and influence, Twitter viewed as info source

– Product Crowdsourcing/Mash Creativity • Luxury brands opening product design,

collection-buying• Expanding social interactions/new platforms

(e.g. Tumblr)• Niche social networks (Kaboodle, Quora,

MightyBell, etc.)• Mobile-Social Synergy

– Mobile as “everything hub”=summation of us– Social is only activity where tablet owners are

equally likely to use their tablet or their mobile phone (laptops remain #1)

• Shopping– Brand loyalty has decreased

on in-market properties by an average of 15%– Consumers still look to usual sources for

different content– But, consumers are accessing that content

from a variety of devices, using them to complete different tasks within their shopping process

– Expectations for technologically advanced experiences/content/functionality has increased, including WOM/social functionality

Sources: Understanding the Changing Needs of US Online Consumers, 2012; North American Consumer Technographics® by Gina Sverdlov; JWT 10 Global Trends by Ann Mack; LSN Global Microtrend: “The Curator Generation” 3/19/201; TDI Cross-Channel Strategy Competitive In-Market Analysis, October 2012.

Users are spending more time on other social networks in addition to Facebook.

Consumers are looking for experiences that fit their contexts.

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• Visualization of Social Interactions– New visual-based platforms (e.g. Tumblr, Instagram)– Visuals preferred (immediately digestible content)

• Continued online-offline interactions– Mix amplifying effect– Neilsen Online Audience Segments now correlating

how people watch TV with how they behave online• Facebook

– Introduced offers, targeting– Changed its algorithm and decreased reach

• Costs us more, making Twitter more appealing• Twitter growing, Facebook stagnant

– Looking to take FB’s user base away– Expanding functionality (e.g. tweets that expand)– Beginning to be a source of information (e.g.

follow curators, feeds around topics - #sandy - election map)

Social Space

Source: Team Detroit Brand Strategy Group analysis, October 2012.

The human element is at the fore. Sensuality & meaning are driving experiences.

XXX Social Mantra:The human (context) is at the core of everything we are and do.

• 2 Analyses of Advocacy Programs Online: primary auto competitors and brands with advanced presences

– Overall, XXX is in line with its primary automotive competitors in terms of site functionality/offerings and advocate interactions but others are more mature (e.g. Nike, Harley) and are setting the bar.

– All have the following characteristics:• Market to new customers and provide information• Experiences created and controlled by consumers defining

these brands• All levels of engagement (from joining to creating)• Employ various content types (e.g. images, video, text,

coupons, samples)– Online-offline interactions

• 1 Analysis of In-Market Sites: advocacy deployments and social functionality on in-market sites

– Competitors are not pushing beyond rich media, haven’t optimized for mobile devices, and are only just starting to include “social” features

– Major opportunity to do something new/different

3 Competitive Analyses

Sources: Advocacy Competitive Analysis, TDI Cross-Channel Strategy, August 2012; In-market Competitive Analysis, TDI Cross-Channel Strategy, 8.30.12.

In order to get new customers we must recognize that our bar is higher than our competition

A further competitive analysis of general social tactics is in progress and will be completed by EOY.

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2012 RESULTS & ADVOCATE ANALYSIS

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2012 Emphasis

Platformfor Operations

Recruit

Build Relationship

(Cultivate)

Integrate(Deploy)

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• Before May 2011, advocacy for XXX in competitive forums was higher than it was in FB, but declining

1. TDI management of FB pages began in May/June, spurring advocacy in FB to overtake competitive forums

2. New FS site launched with purposeful content, generating a spike in advocacy in Facebook, and spilling into in competitive forums

• Overall advocacy in these two channels climbed to a new level in 2012, increasing over 50% YOY

The Next Generation of Branding Begins

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500

1,000

1,500

2,000

2,500

3,000Facebook Competitive Forums

New ->baseline

FB Community Management->

1 2

Source: XXX Social 2012 Performance v4, 11/5/12.

Harnessing a movement is propelling us.

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0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

• 5.1 million fans gained since November 2011.

• 100,540 advocates acquired at a cost of ~$98 CPA

– Advocates tend to be male, married, homeowners who are educated

– 54% of advocates have incomes greater than $50k which tends to show a more affluent group than the overall CKS universe, though the entire age range is in line with aspirational targets.

• 54,078 new site registrants in 2012 (as of 11/5/12)

• Primary Value Propositions:– Information, Community, Fame

• News Breaker (i.e. First to Share), Educator

Advocates

Source: XXX Social 2012 Performance v4, 11/5/12.

XXX has overtaken Chevy as the #1 most advocated automotive brand and remains the top brand through Q3.

Source: MotiveQuest 3Q Advocacy Analysis

<- FS Launch

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• Facebook*– 6.74 billion impressions of content (paid and

organic)– Over 554M paid impressions

• Amplification in 2012– Over 15.2M owned impressions–  Over 1.2 mm badges grabbed

• 93% of registered advocates grabbed a badge

– Actions taken by 1 advocate influence an average of 93 Facebook friends

– Over 8,000 incremental actions taken by friends of advocates

The Impact

*From Nov 1, 2011 through Oct 31, 2012, top 15 pages.Source: XXX Social Analytics FB Analysis; XXX Social 2012 Performance v4, 11/5/12.

Bringing advocates (via their content and interactions) back into the larger XXX social universe builds the XXX brand and sets up its future.

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• Social behaviors mirror previous XXX targets– XXX advocates (Truck/SS) fall into two groups

• Critics (47/46%) and Conversationalists (36/40%)• Creators (24/31%) and Collectors (25/26%)

– Honda-Toyota advocates exhibit similar stratification but • Honda-Toyota Truck advocates are more active as Conversationalists

(47%) and Creators (31%)– All are heavy users of SNS

• Honda-Toyota advocates overall and XXX Car-SSUV advocates use Twitter more heavily

• Honda-Toyota Car-SSUV advocates over-index for Pinterest– Across brands, advocates want the same things:

• Information (e.g. new products/services, entertaining/interesting content, company news, etc.)

• Ability to provide input about the brand• Multiple channels (i.e. email, websites, SNS, Twitter)

• Mobile:– ½ of XXX advocates are SuperConnecteds (advanced

activities, access Internet) but more Honda-Toyota advocates are doing advanced activities overall

• Greatest gap is seen in Truck advocates.

Advocate Technographics

Source: Forrester Technographics, October 2012.

Build a foundation: we need to support advocates’ primary value proposition (information) in all channels but we should prioritize how we deliver based on our majority advocate behaviors.

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Advocate & Shopper Value Propositions

Sources: “The Marketing Value Of Customer Advocacy,” Michael Lowenstein and Tim Wragg, WARC/Admap: January 2005, Issue 457. Value Propositions based on analysis of XXX Social research and analytics across channels, October 2012.

• Information• Product news, events, owner experiences

• Community – Like-mindedness• Fame (within a circle/known for)• Fame (via association with a

celebrity/executives)• Challenge • Bragging Rights• Save Time• Save Money• Activism (via instant gratification)• Magic/Trendsetting• Novelty – Urgency (i.e. “be the first…”)• Entertainment

Bold = advocatesBlue = shoppers

Use XXX Social in simple ways to support Shopper Information needs.

Current State: • A PR focused collection of

articles in blog format with minor support for user generated content and social advocacy campaigns

Proposed State:• A multi-faceted social platform

focusing on a distributed content model that allows owners, advocates, shoppers

Optimizing Content• Using a content scoring

methodology, site editor will refocus content strategy across four key types (right)

Evolving Social.XXX.com

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Advocacy-Specific

Campaign Support &

Sustainment

Long Form/Aspirational

User Generated /

Curated

Proposed Content Mix:

Source: TDI Content Strategy analysis, September 2012.

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2013 Communications Analysis (by relative population size)

Source: TDI Cross-Channel Analysis of advocate and shopper data and adapted to a segmentation of advocate types found in “Harnessing the Power of the Consumer: Creating a Marketing Program to Encourage Online and Offline Advocacy,” Catherine Willis and Stephen Phillips; ESOMAR: Congress Odyssey, Athens; September 2010.

Advocate Type Primary Value Propositions

Potential Engagements

Anecdotal –“Opinion Givers” who talk about a brand and its impact on their life.

Bragging Rights

• Example: they just bought a new car and talk about it although they are not enthusiasts

• Goal: Capture this moment and extend their anecdotes• Primary Level: Conversationalists (Critics, Collectors) • Where: Facebook, Build & Price (motivated by design)• What: product experiences that enhance daily life (needs)

Anonymous –“Interested Introverts” who are impacted by a brand but don’t talk about it openly

Information, Community

• Example: a person who writes an anonymous review about a brand on a shopping site• Goal: empower them, give them the chance to speak and give their view while not

associating it directly with themselves • Primary Level: Critics (Collectors, Conversationalists)• Where: somewhere to type (~anonymously)• What: online reviews, post-purchase questions, anonymous quotes, communities

Advisory –“Strong Interest Hobbyists” with broad category knowledge

Information, Community, Fame (within a circle)

• Example: someone who advises about a potential car purchase but remains neutral.• Goal: Arm them with information and tools to support their role• Primary Level: Collectors/Conversationalists (Critics, Creators)• Where: Facebook, social.XXX.com, events• What: brand experiences/events/interactions, gamification

Ardent – “The Perfect Advocates”

Fame (all types), Bragging Rights, Community Information

• Example: people who have had great experience with a brand, are into the category and love to talk about themselves and brands they’ve accepted into their life.

• Goal: arm them with tools to support their passion and extend them into conquest communications

• Primary Level: Conversationalists/Critics/Creators (Collectors)• Where: forums, social.XXX.com, Twitter, Facebook, events• What: brand experiences/events/interactions, gamification, insider info

Improve Their Infrastructure

Recruit More of Them

Give Them Easy-to-Use

ToolsDevelop for each type’s context.

BRAND POSITIONING EVOLVED

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The XXX Promise & Core DNA

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The fundamental differentiation of the brand is the Human XXX.

The XXX brand is already human-centered.

XXX Social …

• Continue to grow, deliver on brand promise

• Grow favorable opinion– Vehicle importance– Regional importance

• Change how we go to market

2013 XXX Communication Objectives

• 2013 XXX Vehicle Priorities – Super Segment (SS): XXX (launch, sustainment),

XXX (pre-reveal, launch, sustainment), XXX (sustainment), Escape (sustainment), XXX (sustainment)

• 18-month/2013CY Go Further campaign support in Tier 1, beginning with XXX, XXX then XXX, Escape

– Secondary: XXX, XXX, XXX, XXX– Additional priorities for XXX Social:

• XXX, XXX ST, Hybrids• Always on for XXX, XXX, XXX, XXX

• Regional Importance– Emphasis on East/West Coasts

• Preliminary order of importance: West, East, Southeast, Central and Great Lakes

• XXX will have greatest regional presence in its GTM strategy

Vehicle Priorities

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Vehicle priorities will inform our 2013 budget, resource and project planning.

Regional importance will play a much larger role in 2014.

2013 STRATEGY

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• Advocates1. Advisory2. Anecdotal3. Ardent

• Shoppers

2013 Targets Prioritized

XXX Social’s Sphere Of Influence

Impact

Shopper Marketing

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Advocacy

Awareness

Favorable Opinion

Consideration

Shopping/Intent

Purchase

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2013 Emphasis

Platformfor Operations

Recruit

Build Relationship

(Cultivate)

Integrate(Deploy)

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2013 XXX Social Program Objectives

Priority Objective Goals Methodology(Dependent on Tactics)

1Increase Awareness of XXX Social through advocate actions/earned media.

Reach counts, incremental actions, impressions, SOV vs. SOM

2Increase Favorable Opinion for the XXX primary brand.

TBD (correlation? Influence measure? Increase positive messages from people consumers trust?)

3 Increase Favorable Opinion for the vehicle brands.

TBD by vehicle, following campaign methodology

4 Increase Consideration for vehicle brands.

TBD by vehicle, following campaign methodology

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2013 Recommendations (in order of priority)

Objective Recommendation Primary Target Channel/Area1: Build Out Platform

Favorable Opinion

Distributed Content Model (DCM): develop DCM in order to deploy content across XXX Domain in contextually appropriate place; investigate “applet” approach so Shoppers can download vehicle info.

ShoppersOLA, social.com, XXX.com, etc.

Favorable Opinion

Re-architect social.XXX.com (in progress) and tag/code content appropriately to support DCM (equal emphasis on mobile, wired platforms)

Advocates (all types)

Wired, Mobile, Search

Favorable Opinion

Introduce Gamification, focusing on psychology of engagement/engagement loop Advisory, Ardent Wired, Mobile,

SocialFavorable Opinion Insider Registration/Login Advisory, Ardent Wired, MobileFavorable Opinion

Expand upon relationship management strategy for interacting and conversing with advocates.

Advocates (all types) All

2: Deploy Advocates Consideration Identify 2 in-market sponsorships in Q2, Q3 in which to incorporate advocate

content/functionality Shoppers Shopper Marketing

Consideration Identify 1 major activation option for regional deployment (West, may be the same as one of the above) Shoppers Shopper

Marketing

Consideration Identify 2 activations against XXX + XXX EV (=green/alternative per SM Strategy) and XXX ST (= performance) Shoppers Shopper

Marketing

Awareness, Consideration

Identify low-barrier advocacy actions ("Everyday Advocacy") for owners and implement 2 activations for 2013 Anecdotal

CRM email, Owner.XXX.com, Owner Communications, Social

Awareness Investigate paid media to support earned advocacy actions based on combination of performance, FO reach  Shoppers

Shopper Marketing, Social

ConsiderationInvestigate 1 major activation outside “typical” shopping experiences (e.g. YouTube or Yelp) in which to incorporate advocate content, aligning with paid support where appropriate.

Shoppers Shopper Marketing, etc.

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2013 Recommendations

Objective Recommendation Primary Target Channel/Area3: Cultivate

Favorable Opinion Re-architect social.XXX.com (in progress) Advocates (all types) Wired, Mobile

Favorable Opinion Introduce Gamification Advisory, Ardent Wired, Mobile, Social

Awareness, Consideration Retarget repeat users to social.XXX.com with "Join" message Advocates (all types) Wired, Mobile,

OLA

Favorable Opinion, Consideration

Grow ever-green content to support always-on messaging for XXX, XXX, XXX, XXX using lower-cost tactics Advisory, Ardent Wired, Mobile,

Social

Favorable Opinion Align Surprise & Delights with regional deficits/vehicle priorities Ardent Various

 N/A Learn more about our advocates - “Person Like Me” research (in progress)  Advisory, Ardent N/A

 N/A Continue to improve our understanding of our advocates and identify broad-based affinities to inform the deployment actions. Advisory, Ardent N/A

Favorable Opinion Expand upon relationship management strategy for interacting and conversing with advocates. Advocates (all types) All

4: Recruit New Advocates

Awareness

Create natural recruitment mechanisms within XXX Customizer, We Own Work, and XXX Racing experiences, and investigate additional recruitment opportunities within affinity BCA programs such as Warriors in Pink.

ArdentWired, Social, Mobile, CRM/Email

Awareness

Target advisory-level advocates in OLA and serve specific messaging & creative to "Join" or retarget against 3rd party/XXX.com visitors. Retarget off of any behaviors. CRM already.

Advisory OLA

Awareness Integrate natural recruitment mechanisms into New/Early Owner email curriculum and general XXX Owner emails. Advisory CRM Emails;

Owner.XXX.com

NEXT STEPS

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Next Steps

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1. Approve 2013 strategy (today)• Objectives• Targets & Areas of XXX

• Order of priority• Channels/areas affected

2. Planning Sessions• Allocate budgets based on approved strategy• Map tactics (new and planned) to areas of focus• Map development against Go Further, vehicle priorities, competitive actions• Develop high-level goals

3. Approve Communications Plan • Objectives• High-level Channel Plan• List of Prioritized Tactics by Areas of XXX• Goals • High-level Timing• Itemized Budget

THANK YOU

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