Social Media Plan – Mercedes Benz dealerSocial Media Plan – Mercedes Benz dealer

Alfonso Gadea www.alfonsogadea.es agadeana@gmail.com

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 agadeana@gmail.com

experience deals community

content exclusive on-off

image passion brand inbound fans price team leads

aspire control local

advocacy