Toyota Motors digital campaign for its new compact Lexus CT 200h enlisted social media personalities such as Baratunde Thurston (Web Editor of satire website the Onion ) and Brian Solis who propagated the message, creating significant buzz around the brand. Discounts, Deals and Special offers: Discounts, deals and offers are key driving factors for consumers looking to buy anything, whether it is apparel or automotives. When it comes to shopping for a car, one of the first places prospective buyers will check out is a brands social media page before actually visiting a dealership. Offers such as free gas cards for people liking a page, retweet for a test drive, free auto insurance etc will not just encourage people to visit the dealership, but also play an important role in influencing their purchasing decisions. How the Big Players Nailed It What makes companies like Ford, Toyota, Honda GM etc the industry experts in social media marketing? Our research on how the big players established a strong social media footprint and what online marketing strategies they used revealed some interesting findings: Building the Pre-Launch Buzz: When it comes to building pre-launch social media buzz, no one does it better than Volkswagen. Automakers looking to gain visibility and build-up online chatter about their vehicle can take a leaf out of Volkswagens social media marketing book. The company accidently leaked its Super Bowl commercial on Youtube before the kickoff, generating the most buzz in cyberspace. Viral Video Charts list of most contagious global viral ads ranked the Volkswagen commercial, The Force, as #1. Nothing Works as well as a Facebook Games: Instead of merely launching a Facebook contest to promote its CR-Z, Honda took it one step further by hollister uk entering the car Town Facebook game. The Japanse automaker played all its cards right by a ) targeting the car-enthusisats who would eventually check out the vehicle either on the companys website or by visiting a Honda dealership and b ) highlighting the cars sporty and fuel-efficient capabilities in the game version,
thus attracting prospctive customers to check out the vehicles video commercial. Making Fans Feel Special: Getting fans involved in your social media marketing strategy can do wonders to your online traffic; and this is exactly how Ford nailed it. The Detroit auto giant kept hatchback fans in the loop during the production process of its Focus ST. Followers and fans on Twitter and Facebook were treated to sneak peeks, videos of test drives, and were informed of step-by-step developments during the production phase of the car. The outcome? Over +300, 000 Facebook users have signed up so far. Revamping Brand Image: The global financial crisis, which was at its peak in 2009, severely impacted the auto industry. One of the companies that was hit hard, not just financially, but also with respect to brand image, was GM. The companys comeback strategy was smart and creative. With little bank balance remaining, the automaker used social media to explain their recovery plan, showing that they still cared about their customers. The GM: Reinvention campaign, which was launched on Twitter, Facebook as well as blogs, successfully changed GMs brand image from a financially bleeding company to a transparent and accountable organization. BMW Facebook Page Engagement is the Key: When it comes to social media, there is a direct relationship between engagement and ROI. One of the most recent automotive brands to set a benchmark in terms of how to engage with fans and customers in social media is BMW. The company was ranked #1 in the inaugural L2 Prestige 100 Facebook IQ Index. The study evaluated each of their 54 Facebook pages, which were maintained according to various geographic regions, business segments and products. What made BMW the ultimate social machine was its highest engagement rate index; and why not? The brands global page plays host to 5. 5 million fans.
Dont Drive in the Wrong Direction The automotive sector jumped onto the social media bandwagon, even as other businesses were in the initial stages of going social. While some companies were only too happy to blog, tweet or post, there were few others who simply had to get involved because thats where the auto enthusiasts and prospective customers thronged. Nevertheless, the last few years have witnessed a lot of car manufacturers who have successfully transformed their brands by leveraging the power of social advertising and networking. However, where there are success stories, there have also been instances where auto manufacturers have driven in the wrong direction. While building a social media strategy, here are some things that auto makers should keep in mind: Crisis Management - Chrysler | F-word Tweet Tweet with care: For some marketers, the Twitter nike free run norge journey starts with creating an account, handing the reigns over to a social media expert and ends in a one-way street, where response from the company is either delayed or completely absent. While Ford Motor Corps @ScottMonty Twitter account is the perfect example of responsible Tweeting, Chryslers social media faux pas showed how one careless tweet can dent a companys image. Always Listen: The dynamic nature of social networking makes its all the more necessary for marketers to listen, watch and respond to the online buzz concerning their brands. Whether it is fans expressing their dislike for a particular car model, or first-time buyers looking for advice, not monitoring a brands social media activities increases the risk of PR crisis. By using media monitoring tools like Brand Monitor, you know exactly how well that snazzy convertible has been received, if the advertising strategy needs to be tweaked further and what you can do to keep customers happy. When you Should Own Up: Sometimes the best way out of a sticky situation is to own up, apologize and move on. Chryslers response to the F-Bomb fiasco was poorly received and only gave the story legs. It is only human to have an oops moment occasionally and prospective car buyers understand that. Acknowledging the mistake and taking measures to correct it can save time and prevent the situation from snowballing further.
