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Learnings of a b2b brand: The how and why of Hyundai Heavy Industry Europe's presence on Facebook and Twitter after six months (for Stichting Marketing - B2B café - 28/10/09). I initiated and managed this project until I left HHIE end '09.
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We b
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a b
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Hyundai and Social Media
Learnings of a B2B brand
This is us
Hyundai construction equipment and forkliftrucs in Europe
Targeting rational endcustomers looking for reliability
50 in company
3 in marketing
100 independant dealers
35 countries
This is our market
Unfavorable brand perception
DMU: director – purchaser (– operator)
Operator as influencer
Satisfied Hyundai operators
The classics
Operators are our primary marcom target
Message: this is a fun machine to operate
• Advertisement• Exhibitions• Website• Sponsoring
Reach?
Credibility?
Metrics
Started march 2007 as functional solution
Over 700.000 views of that video
Over 1.000.000 views of all videos
Over 14.000 channel views
Over 100 subscribers
0 euro spent
Results
But...
You Tube is limited in• conversations• links• photos
So we turned to
• total 200 million users (now 300)• 50% logs on daily• age group (25-54yr = 43%)• geographical spread (EU-wide)
• but operators?
Operators?
Multiple construction equipment groups
Some pages on competitive brands
Worth a try?
Targetgroup: Machine operators
Game: gather positive brand expressions
Post contents: Machines at work - dailyMotocross - every gpCorporate storytelling - 1/monthAd Campaign - 1/month
Frequence: 1 post per day / react in 6 hrs
Target: 500 fans by end 2009
Budget: 0 euro
“being on social media is not a strategy”
Metrics
195 fans (Oct 14)
colleagues, dealers, journalist
and... operators
Interactions (Oct 5)• 1,2 per post avg• 38 photos• 116 comments• 185 likes
Press coverage
Results
Interactions
So how about
A microblogging site
140 characters per message
Like texting, but now anyone can read it
No pictures, no video’s, only links
Free to (un)follow
@, RT and #
is:
Targetgroup: directors, purchasers, press, suppliers
Game: spread brand info and gather market info
Tweet contents: Need to knows (latest news) Nice to knows (background)Facebook posts (auto)Youtube uploads (rss)
Frequence: 1 tweet per day / react in 6 hrs
Target: 300 followers by end 2009
Budget: 0 euro
“being on social media is not a strategy”
Worth a try?
Metrics
Metrics
Metrics
238 high profile followers (Oct 14):
journalists, marketeers, competitors and stakeholders
Interactions (Oct 9)• 381 tweets• 85 @mentions• Avg 2.1 tweets a day• Reaching +2000 per 50 tweets
Results
After 6 months
Both have potential• Facebook to next level• Twitter needs to mature
But need to be integrated with the classics
Feel free• facebook.com/hyundaihie• twitter.com/hyundaihie• youtube.com/hhieurope
twitter.com/omrgreyo
Thank you
Martha Kagan on Slideshare: http://www.slideshare.net/mzkagan
Audio Swap (copyright free)
Annotations
Join groups
Approve comments
Tips
Get critical mass • Internal note• Press release
Don’t forget the obvious• Own website• Join groups
Find an X-factor (viral aspect)
Tips
also: Sneak previews
Fan privileges
Merchandising
Contests
“Follow your Followers” only if relevant
Check follower and following lists
Block spammers, never follow
If you like what you read, RT
If you are being RT’d, thank them
Tips
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