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This is a case study with some of the top automotive brands. This includes: Mercedes Benz Audi Jaguar Lexus BMW USA Infiniti Volvo and then... Toyota Mazda Honda Nissan Volkswagen Hyundai
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Dr. Natalie L. Petouhoff @drnatalie www.DrNatalieNews.com
• Increase your Brand’s Engagement • Drive More Customers Through Marke;ng Funnel • Reduce Your Social Media and Content Costs • Show Social Media ROI
The Evolu*on of Social Media Marke*ng in the Automo*ve Industry:
HOW TO GO BEYOND THE “LIKE” TO MEASURE ENGAGEMENT
My goal today is:
Provide My Exclusive research Insights
The Top Automo*ve Companies
With the Best Social Media Engagement
Dr. Natalie L. Petouhoff @drnatalie www.DrNatalieNews.com
THERE’S A NEW WAVE OF BRAND BUILDING
5
Logos are static They don’t talk They don’t have conversations They don’t engage
@drnatalie
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Brands… NOW must become
Social EXPERIENCES
@drnatalie
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Because Marketers are in…
Which means you have to figure out how to make your brand
A Digital EXPERIENCE
Take for instance THE “ENGAGEMENT” ON George Takei’s Facebook Page…
>3M Talking About This @drnatalie hEp://bit.ly/AutoSummit2013
Let’s look aT one of the photos he shared… 179,224 Likes
313,953 Shares
@drnatalie hEp://bit.ly/AutoSummit2013
Here’s a Video Map of Engagement: How 1 Piece of Content Gets Shared
*Source: Stamen hEps://vimeo.com/50730773
• Starts from George • People share it • Shares spawn new
shares
hEp://www.facebookstories.com/stories/2200/data-‐visualizaUon-‐photo-‐sharing-‐explosions
The two colors are gender July to September 2012
Engagement ���is essentially people sharing content ���
All that sharing is
what’s causing the
BIG DATA
Explosion!!!
@drnatalie hEp://bit.ly/AutoSummit2013
Where content is: status updates, links, photos, videos, etc…
So With >3.5B pieces of content Shared / Week
How can marketers make sense of all this B.I.G. DATA?
in SOCIAL & DIGITIAL INTERACTIONS…
Many people have turned to keyword-‐based social media monitoring and listening
to know what their customers are saying
And that’s necessary
and good to do but…. @drnatalie hEp://bit.ly/AutoSummit2013
The first two phases were driven by the: 1. Innovators
2. Early Adopters
BUT SOMETHING HAS SHIFTED THE NEED FOR SOCIAL MEDIA ROI
We’re in the “third wave” of social media.
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They don’t need a business case to adopt
something NEW
5
• They are driving the questions about social media ROI • They want proof before they’ll get on board for larger social media budgets • To get to social media ROI we have to go beyond social media monitoring
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But the early majority are pragmatists…
@drnatalie hEp://bit.ly/AutoSummit2013
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Top companies told me they are are wondering how to take their social media ini*a*ves to the next level…
• Do more of the right things
• Put structure around what is unstructured
• Benchmark “As Is”
• Create a strategy and plan
• Track the progress
• Gather the right metrics
• Create and sustain world-‐class social media brand
• Jus*fy the social media budget to senior leadership
@drnatalie hEp://bit.ly/AutoSummit2013
SOLUTION is: measure engagement
To know for sure if The Content
IS driving marke*ng Success
@drnatalie hEp://bit.ly/AutoSummit2013
To measure & compare engagement requires something new…
It’s based on customers’ collec*ve: • Ac*ons • Interests • Needs • Wants • Dreams • Behaviors….
That’s where interest graph data comes into play
That’s how you gain an emo*onal connec*on
@drnatalie hEp://bit.ly/AutoSummit2013
• Brand have to be publishers
• Content budgets increasing • Promoting content can be
expensive
The challenges and the truth is…
@drnatalie hEp://bit.ly/AutoSummit2013
Step 1: Gather Insights Step 4: Create Engaging Content
Step 3: Find Your Audience
Step 5: Design SUcky Engagement
Step 6: Stop the PoliUcs; Gain Org Alignment
Step 2: Create a Measurement Program
My research helped me develop a Strategy for:
Return on investment for social media
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7 Steps To Fast Track Success Step 7: Iterate and Pivot
Based on the UCLA Course
We did many Social Media Brand Assessments
• An objec*ve assessment • Recommenda*ons • Short & long term strategic • Short & long term tac*cal plan
That determine where companies are compared to best prac*ces & compe*tors…
Social Media Brand Report They got…
Top Brand
@drnatalie hEp://bit.ly/AutoSummit2013
With the score, The brand was ready to go to the next level…
Our research showed that… Social Media Benchmark Assessments place brands in a leadership position…
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• Clear answers and strong guidance • A disUncUve voice • A compeUUve advantage…
@drnatalie hEp://bit.ly/AutoSummit2013
Newest Insights Report on the Engagement in the Automo;ve Industry
@drnatalie hEp://bit.ly/AutoSummit2013
Let’s look at some Benchmark data
We are going to look at interest graph data
OF VARIOUS GROUPS OF AUTOMOTIVE BRANDS
WHO DO YOU THINK RANKS HIGHEST IN ENGAGEMENT?
@drnatalie hEp://bit.ly/AutoSummit2013
@drnatalie hEp://bit.ly/AutoSummit2013
Brands in this Report • Mercedes Benz • Audi • Jaguar • Lexus • BMW USA • InfiniU • Volvo
Highest Engagement? • Overall Avg Engagement: Mercedes Benz • Avg Facebook Engagement: Mercedes Benz
@drnatalie hEp://bit.ly/AutoSummit2013
@drnatalie hEp://bit.ly/AutoSummit2013
Highest Engagement? • Twiier: Audi
Brands in this Report: Toyota Mazda Honda Nissan Volkswagen Hyundai
@drnatalie hEp://bit.ly/AutoSummit2013
Highest Engagement? • Avg Facebook Engagement: Toyota
@drnatalie hEp://bit.ly/AutoSummit2013
@drnatalie hEp://bit.ly/AutoSummit2013
Highest Engagement? • Twiier: Toyota
To Increase Engagement Winning Brands Master…
@drnatalie hEp://bit.ly/AutoSummit2013
What Type of Content Do You Think is Most shared?
• Links • Videos • Photos • Status Updates • Offers • Music
CONTENT TYPE:
Photos
Video
Type of Content Most shared: PHOTOS
Offer What type of content is your brand crea*ng the most of? Is that the best choice?
@drnatalie hEp://bit.ly/AutoSummit2013
Type of Content
# of Interac*ons
Photos 3001
Videos 960
Links 8
Status Update 20
Offers 0
Music 0
To Increase Engagement Winning Brands Master…
@drnatalie hEp://bit.ly/AutoSummit2013
What’s The best Day To Post content?
KNOW WHEN TO POST CONTENT
Twiier
Photos & Videos On Thursday
For the highest engagement @drnatalie hEp://bit.ly/AutoSummit2013
To Increase Engagement Winning Brands Master…
@drnatalie hEp://bit.ly/AutoSummit2013
Let’s look at Nissan’s Content
KNOW WHAT THEIR BEST CONTENT IS
Twiier
Top Trending Nissan Content
For the highest engagement @drnatalie hEp://bit.ly/AutoSummit2013
When you stumble upon a good story, it will: • move you deeply • make you squirm • wake you up • make you want to share it with your best friend • make you want to rally to the cause
Once the rela=onship is created, it leads to purchases in authen=c way unlike any other market technique.”
Top Crea*ve Agencies Use Storytelling Content-‐-‐ Social Media is a Storytelling Medium
—Neil White President & CEO BBDO Proximity
Reason for good storytelling “content” shows how your product will affect the lives of your buyers
• Powerful, yet underuUlized • Humanizes the brand
• Creates emoUonal connecUon to products
• Creates the conversaUon with target audience
• Drives natural flow through the markeUng funnel
To Increase Engagement Winning Brands Master…
@drnatalie hEp://bit.ly/AutoSummit2013
Let’s look at Nissan’s Affinity Brand Content
KNOW WHAT THEIR BEST AFFINITY BRAND CONTENT IS
Twiier
Nissan’s Top Trending Affinity Brand Content
For the cura*on & save $$ @drnatalie hEp://bit.ly/AutoSummit2013
Source: Walmart on Twiier
Source: Walmart on Twiier
Source: Top Gear on Facebook
To Increase Engagement Winning Brands Master…
@drnatalie hEp://bit.ly/AutoSummit2013
Let’s look at Nissan’s Affinity Fans
FINDING FANS THAT YOU DIDN’T KNOW YOU DIDN’T KNOW YOU COULD REACH
Photos
Video
Fans of Affinity Brands increase list of the best fans for your brand
Offer
How do you find who to follow
& interact with
to drive the best engagement?
@drnatalie hEp://bit.ly/AutoSummit2013
Create a strategic Content Calendar
Type Mon Tues Wed Thurs Fri Sat Sun
Status optional 10 optional optional 20 15
trending posts optional 25 optional optional 40 30
Link optional optional optional 12 optional
trending posts trending posts optional optional optional 20 optional
Photo 7 14 repost 14
trending posts 15 20 repost 20
Video 8 repost repost trending 6
8 repost repost trending 6
Optimized Posting Schedule For Best Engagement
Now you know the best content type, days &
times to post… Results in
>30% engagement
@drnatalie
Today we covered How to make the best decisions about Increasing engagement & the effec*veness of your
Social media & Marke*ng Spend Your homework is to master: 1. Knowing what format of content to create 2. Knowing where their engagement stacks up compared to their
competitors 3. Knowing what channel to post on 4. Knowing when to promote the content so it’s seen 5. Knowing what type of fans to engage with 6. Creating a lot of that great content 7. Saving money on content creation by curating highly trending content 8. Creating an editorial calendar for posting/ reposting content 9. Making smart choices on ad buys & marketing partnerships
@drnatalie
A simple way to use big data…
to Compare Your engagement to Your compe=tors…
and
Make beDer social media marke=ng decisions…
And GET ROI x
@drnatalie hEp://bit.ly/AutoSummit2013
Great Social Engagement Is About Knowing what drives engagement
@drnatalie www.DrNatalieNews.com
THANK YOU
Access Insights http://bit.ly/AutoSummit2013