insert image here

We b

uild

a b

ette

r futu

re

Hyundai and Social Media

Learnings of a B2B brand

Before we start

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?

Back to

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”

Page

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?

Profile

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