Social Media Research Driving Automotive Marketing
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Webinar Social Media Research Driving Automotive Marketing
For Webinar Audio Dial: 1-219-509-8222 Access code: 122078 Questions? [email protected]
Nathan Scripps Automotive Lead [email protected] 1
Agenda • • • • • •
Social Overview Industry Examples Learning about your customers Creating one-off conversations Understanding social context Q&A
Questions? [email protected]
Please email questions during webinar to [email protected]
2
Everything is Going Social Facebook now accounts for 25% of online pageviews in the United States (vs. Google’s 8%).
US Online Social Network Users by Age in 2008 & 2013 (in millions)
Business Insider, Oct 2009
Two-thirds of the world’s Internet population visit social networking sites, accounting for 10% of all time spent online.
Source: eMarketer, February 2009
Nielsen, 2009
As young people become consumers, ‘social’ becomes pivotal Questions? [email protected]
3
Sample of Social Sites Social Networks Bebo LiveJournal Blackplanet Metroflog CafeMom Multiply Care2 Myspace Facebook MyYearbook Flickr Plaxo Flixster Stumbleupon Friendster Tagged Hi5 Twitter Hyves Perfspot LinkedIn
Questions? [email protected]
Commerce Amazon Amazon Wishlist Costco Hotels.com TigerDirect Media DailyMotion Pandora Photobucket Playlist Youku
Blogging Wordpress Vox News NY Times LA Times Washington Post Other NBA.com Match.com Zimbio
4
Niche Automotive Communities
Catering to owners, women, shoppers, enthusiasts, tuners, and dealers Questions? [email protected]
5
Listen to Likely Buyers
Questions? [email protected]
6
Leverage Facebook Fans
Questions? [email protected]
7
Engage Brand Advocates
Questions? [email protected]
8
Data Shared on Social Sites Demographics
Online Activity
• Name • Age • Gender • Location • Occupation / Title • Company • Industry • Education
• Earliest known activity • Latest known activity • Social network data: • Membership • Profile URLs • Photo URLs • Twitter data • Followers • Following • Tweets analysis
More options with low fill rate
Questions? [email protected]
Social Graph • Friend count on each social network • Friend connections
Interests • General interests • Favorite movies • Favorite TV shows • Favorite sports • Favorite books • other
9
Learn about your Customer Searching Scanning Streaming
Low volume solution, the cost comes in man hours Questions? [email protected]
10
Speeding up the Search Multi-source Searching Multi-site Summary
Medium volume solution, low cost, huge time savings Questions? [email protected]
11
Higher Volume Solutions
Questions? [email protected]
12
Aggregate View
Questions? [email protected]
13
Campaign ‘Before & After’ Views
Periodically monitor the changes in your audience’s social traits Questions? [email protected]
14
Plan by Vehicle/ Location/ etc Car car1 car2 car3 car4 car5 car6 car7 car8 car9 car10
% Customers % on % on on Social MySpace Facebook Networks 60.6 55.4 51 50.2 48.9 46 35.4 34.4 28.2 25.2
35.2 30.5 37.5 30.6 28.7 27.4 18.4 15.6 15 14.3
30.7 37.1 28.2 25.1 27.2 26.4 13.5 15.6 16.2 17.4
Total % on MySpace & Facebook 45.7 39.5 38.5 38.3 38.2 37.4 26.3 25.7 25.6 25.4
Total Avg Friends / Friends Customer
Avg Age
F/M Ratio
375,490 330,614 297,613 276,893 267,226 247,122 199,678 224,249 239,173 241,020
29.3 30.9 28.4 30.4 32.4 33.7 31.9 32 34.5 34.7
56/44 65/35 43/57 44/56 45/55 30/70 21/79 42/58 46/54 32/68
103 81 86 100 90 77 73 78 77 73
Target your media buys and creative executions by site by segment Questions? [email protected]
15
Individual View Characteristics can change conversation. Is the message different for someone with 5,000 friends than someone with 5?
Questions? [email protected]
16
‘See’ the Audience
Visualize the audience for which you are developing a creative strategy
Questions? [email protected]
17
Audience Segmentation
New and unique ways to segment your audience for strategy and execution
Questions? [email protected]
18
Identify Super Users
Your most connected, most vocal customers should be brand advocates
Questions? [email protected]
19
Social Circle View • Report or API • Returns list of emails for connections within audience • Identify social groups within your audience – Scale points to influential groups or users – Similar actions typically occur throughout social groups – API Access allows you to match new users to existing groups
Questions? [email protected]
20
Contextual Relevance
Match message to the social context in which your brand exists for that shopper
Questions? [email protected]
21
Social Ads
Combine characteristics & connections to create engaging, personal content
Questions? [email protected]
22
Q&A
The slides will be emailed to all registered attendees; If you are unregistered, please email me for the slides. Please email questions to [email protected]
Questions? [email protected]
23
For Webinar Audio Dial: 1-219-509-8222 Access code: 122078 Questions? [email protected]
Nathan Scripps Automotive Lead [email protected] 1
Agenda • • • • • •
Social Overview Industry Examples Learning about your customers Creating one-off conversations Understanding social context Q&A
Questions? [email protected]
Please email questions during webinar to [email protected]
2
Everything is Going Social Facebook now accounts for 25% of online pageviews in the United States (vs. Google’s 8%).
US Online Social Network Users by Age in 2008 & 2013 (in millions)
Business Insider, Oct 2009
Two-thirds of the world’s Internet population visit social networking sites, accounting for 10% of all time spent online.
Source: eMarketer, February 2009
Nielsen, 2009
As young people become consumers, ‘social’ becomes pivotal Questions? [email protected]
3
Sample of Social Sites Social Networks Bebo LiveJournal Blackplanet Metroflog CafeMom Multiply Care2 Myspace Facebook MyYearbook Flickr Plaxo Flixster Stumbleupon Friendster Tagged Hi5 Twitter Hyves Perfspot LinkedIn
Questions? [email protected]
Commerce Amazon Amazon Wishlist Costco Hotels.com TigerDirect Media DailyMotion Pandora Photobucket Playlist Youku
Blogging Wordpress Vox News NY Times LA Times Washington Post Other NBA.com Match.com Zimbio
4
Niche Automotive Communities
Catering to owners, women, shoppers, enthusiasts, tuners, and dealers Questions? [email protected]
5
Listen to Likely Buyers
Questions? [email protected]
6
Leverage Facebook Fans
Questions? [email protected]
7
Engage Brand Advocates
Questions? [email protected]
8
Data Shared on Social Sites Demographics
Online Activity
• Name • Age • Gender • Location • Occupation / Title • Company • Industry • Education
• Earliest known activity • Latest known activity • Social network data: • Membership • Profile URLs • Photo URLs • Twitter data • Followers • Following • Tweets analysis
More options with low fill rate
Questions? [email protected]
Social Graph • Friend count on each social network • Friend connections
Interests • General interests • Favorite movies • Favorite TV shows • Favorite sports • Favorite books • other
9
Learn about your Customer Searching Scanning Streaming
Low volume solution, the cost comes in man hours Questions? [email protected]
10
Speeding up the Search Multi-source Searching Multi-site Summary
Medium volume solution, low cost, huge time savings Questions? [email protected]
11
Higher Volume Solutions
Questions? [email protected]
12
Aggregate View
Questions? [email protected]
13
Campaign ‘Before & After’ Views
Periodically monitor the changes in your audience’s social traits Questions? [email protected]
14
Plan by Vehicle/ Location/ etc Car car1 car2 car3 car4 car5 car6 car7 car8 car9 car10
% Customers % on % on on Social MySpace Facebook Networks 60.6 55.4 51 50.2 48.9 46 35.4 34.4 28.2 25.2
35.2 30.5 37.5 30.6 28.7 27.4 18.4 15.6 15 14.3
30.7 37.1 28.2 25.1 27.2 26.4 13.5 15.6 16.2 17.4
Total % on MySpace & Facebook 45.7 39.5 38.5 38.3 38.2 37.4 26.3 25.7 25.6 25.4
Total Avg Friends / Friends Customer
Avg Age
F/M Ratio
375,490 330,614 297,613 276,893 267,226 247,122 199,678 224,249 239,173 241,020
29.3 30.9 28.4 30.4 32.4 33.7 31.9 32 34.5 34.7
56/44 65/35 43/57 44/56 45/55 30/70 21/79 42/58 46/54 32/68
103 81 86 100 90 77 73 78 77 73
Target your media buys and creative executions by site by segment Questions? [email protected]
15
Individual View Characteristics can change conversation. Is the message different for someone with 5,000 friends than someone with 5?
Questions? [email protected]
16
‘See’ the Audience
Visualize the audience for which you are developing a creative strategy
Questions? [email protected]
17
Audience Segmentation
New and unique ways to segment your audience for strategy and execution
Questions? [email protected]
18
Identify Super Users
Your most connected, most vocal customers should be brand advocates
Questions? [email protected]
19
Social Circle View • Report or API • Returns list of emails for connections within audience • Identify social groups within your audience – Scale points to influential groups or users – Similar actions typically occur throughout social groups – API Access allows you to match new users to existing groups
Questions? [email protected]
20
Contextual Relevance
Match message to the social context in which your brand exists for that shopper
Questions? [email protected]
21
Social Ads
Combine characteristics & connections to create engaging, personal content
Questions? [email protected]
22
Q&A
The slides will be emailed to all registered attendees; If you are unregistered, please email me for the slides. Please email questions to [email protected]
Questions? [email protected]
23
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