2010 goso social media report

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  • 8/6/2019 2010 Goso Social Media Report

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    A web and social media suite for auto dealers.

    Disclaimer:This data is not to be used as a primary tool in permitting or citing decisions, but rather as a reference

    source. The data collected during this study is subject to change. The accumulated data, projections and forecasts

    presented in this study were in no way affected or influenced by GOSO.

    FEBRUARY 2010

    The

    Social Influenceof the

    Auto Industry

    For more information please visit: www.goso.com | (877) 311-GOSO (4676)

    2010 GOSO, LLC. All Rights Reserved.

    A report on auto dealers social media presence

    on Facebook and Twitter in the United States.

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    Total Dealers onFacebook & Twitter

    Dealers on Facebook 5,115

    Dealers on Twitter 2,195

    Dealers Nationwide 20,010

    No. ofDealerships

    A web and social media suite for auto deale

    FEBRUARY 2010

    The Social Influence of the Auto IndustryA report on auto dealers social media presence on Facebook and Twitter in the United States.

    Automotive Dealers Must

    Embrace Social MediaAutomotive Dealers were late adopters to the internet world and

    today it would be unlikely to find any dealership without a website.

    Its natural for businesses to not embrace technologies they dont

    understand, but the potential of social media has not come close to

    reaching its tipping point.

    Today, consumers have

    continued to maintain theupper hand because of the

    infinite amount of online

    tools available for vehicle

    and dealership research.

    This creates a challenging

    environment for dealerships.

    Other industries have

    flourished using social

    media. Aaron Magness of

    Zappos.com exclusively told

    us for this study that it is about

    build(ing) trust, loyalty and respect with the customer, which led to

    an acquisition last year by Amazon for $1.1 billion. Gary Vanynerchuck

    of WineLibrary.com used social media to build his business to $60

    million on his own terms. Dell reported over $6.5 million in 2009 just

    from Twitter alone. If this is not convincing enough, then what is?

    Dealers need to ask themselves if they are willing to embrace this

    technology or watch their competitors pass them by.

    We believe that every

    industry, be it retail, realestate, automotive, etc.,has the ability to focuson forming personalconnections with the enduser. This helps buildtrust, loyalty and respectwith the customer.

    Aaron Magness, Zappos.comDirector of Brand Marketing & Business

    65%

    25%

    10%

    For more information please visit: www.goso.com | (877) 311-GOSO (4676)

    2010 GOSO, LLC. All Rights Reserved.

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    Social Media Automotive

    Dealership EvolutionOver the year, marketing has evolved and many automotive dealers

    have reacted accordingly, some faster than others. Social Media

    is here and its here to stay.

    The goal of this study was to determine how many dealerships in

    the United States were actively pursuing social media initiatives

    and which brands have been most successful in their pursuits.

    We decided to limit the study to the two most popular social media

    channels: Facebook, a social network, and Twitter, a micro-blogging

    platform. The information was gathered by compiling meta data

    which was publicly available on the web; no information was

    provided to us by Facebook or Twitter.

    From these numbers, the brands were ranked from highest to

    lowest using the number of Facebook Fan Pages and Twitteraccounts per brand.

    DEMOGRAPHIC

    GEOGRAPHIC

    PSYCHOGRAPHIC

    BEHAVIORAL

    SOCIALGRAPHICThis information was not provided to GOSO by Facebook.

    Chrysler 403

    Buick 355

    Chevrolet 267

    Mazda 265

    Jeep 264

    1.

    2.

    3.

    4.

    5.

    Top 5Dealer Pages

    Toyota 211

    Chevrolet 181

    Honda 153

    Nissan 149

    Ford 138

    1.

    2.

    3.

    4.

    5.

    This information was not provided to GOSO by Twitter.

    Top 5Dealer Pages

    For more information please visit: www.goso.com | (877) 311-GOSO (4676)

    2010 GOSO, LLC. All Rights Reserved.

    A web and social media suite for auto deale

    FEBRUARY 2010

    The Social Influence of the Auto IndustryA report on auto dealers social media presence on Facebook and Twitter in the United States.

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    Dealer Tally SheetThe research found a number of automotive dealers are exploringFacebook and Twitter. In total, 5,115 dealerships have a Facebook

    Fan Page, while only 2,195 dealers have a Twitter account.

    To put these numbers into perspective, it is important to remember

    that there were 20,010 automotive dealerships in the United States

    in the 2009 NADA published report. That suggests that 25.56% of

    all dealerships in the United States have a Facebook Fan Page and

    10.97% of dealerships have a Twitter account.

    Acura 97 56

    Audi 61 50

    BMW 66 82

    Buick 355 72

    Cadillac 142 31

    Chevrolet 267 181

    Chrysler 403 77

    Dodge 178 74

    Ford 124 138

    GM 57 56

    Honda 155 153

    Hummer 48 20

    Hyundai 237 88

    Infiniti 67 31

    Isuzu 16 5

    Jaguar 51 16

    Jeep 264 65

    Kia 211 54

    Lexus 102 27

    Lincoln 27 37

    Mazda 265 87

    Mercedes-Benz 135 39

    Mercury 55 44

    Mini 31 26

    Mitsubishi 120 24

    Nissan 226 149

    Pontiac 197 39

    Porsche 71 26

    Saab 54 8

    Saturn 70 19

    Scion 228 53Subaru 201 51

    Suzuki 63 21

    Toyota 250 211

    Volkswagen 141 49

    Volvo 80 36

    Brands

    Mercedes-Benz of Austinis one dealership that successfully uses social

    media. Their large following on Facebook & Twitter is a testament to

    their conscious effort to reach out to their customers through socialnetworking channels. This high level of engagement with their customers

    has positioned this dealership to be a source of information & community

    to Mercedes-Benz enthusiasts in the Austin area. With over 5000 fans,

    Mercedes-Benz of Austin effectively navigates the social media landscape.

    @Alicia_at_Honda

    Alicia Jones is the Supervisor, Corporate Communications at American

    Honda Motor Co. She is the social media guru for the Honda brand. She

    is known around the auto world by her Twitter name, @Alicia_at_Honda.

    Alicia maintains a loyal group of 6,500 followers on her Twitter account.

    Alicia is well on her way to becoming one of the most influential OEM

    evangelists on social media. Her influence is a great example of the reach

    and power that social media harnesses.

    For more information please visit: www.goso.com | (877) 311-GOSO (4676)

    2010 GOSO, LLC. All Rights Reserved.

    A web and social media suite for auto deale

    FEBRUARY 2010

    The Social Influence of the Auto IndustryA report on auto dealers social media presence on Facebook and Twitter in the United States.

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    In ConclusionAs we move further into the future, social media and its marketing

    possibilities will become more imperative across various industries.

    Social media is and will continue to be absolutely critical and must be

    integrated into automotive dealership sales, marketing and fixed

    operation strategies.

    In preparation, both dealers and brands need to come to the realization

    that this new form of communication can either positively impact the

    bottom line or have the adverse effect if ignored.

    While some dealerships may be skeptics and shutter at the word social

    media, they must realize that over 25% of all dealerships in the United

    States have already made the first step into the social media world.

    Dont be left behind and start actively interacting with your customers

    to build their trust, which will carry your business for years to come and

    increase your overall sales.

    For more information please visit: www.goso.com | (877) 311-GOSO (4676)

    2010 GOSO, LLC. All Rights Reserved.

    A web and social media suite for auto deale

    FEBRUARY 2010

    The Social Influence of the Auto IndustryA report on auto dealers social media presence on Facebook and Twitter in the United States.

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    About GOSOGOSO is a social media and marketing suite designed specifically

    for automotive dealers. GOSO is a solution that not only connects to

    every social network from one place, but also integrates seamlessly

    with inventory, pulling data from trusted sources to generate dynamic

    content that can be used to broadcast across the web, reaching out to

    millions of potential customers. GOSO has exhibited at both Digital

    Dealer and NADA and has been honored as Best in Class from the

    Interactive Media Awards. GOSO will appear on Motor Week as a

    company that is quickly becoming an authoritative figure in social media,

    especially in the automotive industry. GOSO is a subsidiary of the

    interactive agency BOALT, based in Washington, D.C.

    For more information please visit: www.goso.com | (877) 311-GOSO (4676)

    2010 GOSO, LLC. All Rights Reserved.

    A web and social media suite for auto deale

    FEBRUARY 2010

    The Social Influence of the Auto IndustryA report on auto dealers social media presence on Facebook and Twitter in the United States.