facebook autos playbook
TRANSCRIPT
Facebook Playbook
The web isreorganizingaround people
Auto Dealers can build around people on Facebook
Auto Dealers who build around people drive results
Automotive Marketing Has Always Been a Mix of Paid, Owned, and Earned Media
TelevisionPrint
Outdoor
Vehicle WebsitesEmail Newsletters
Organic Search
OPENDealer Showrooms
Auto Shows & Events Word of MouthRecommendations
Online ReviewsAuto Research Sites
OwnedPaid Earned
Online DisplayPaid Search
Earned Media Impacts Opinion about Dealers but is Difficult to Plan, Manage and Scale
Awareness
Opinion
Consideration
Intention
Sale
Word of Mouth
TelevisionPrint
Outdoor
Model WebsitesAuto Research Sites
SearchDealer Visits
Auto ShowsEvents
Owner Prospect
Marketing Mix
Gap
• Index of importance of WOM on auto purchase vs. other categories = 133
• 71% of new vehicle buyers consult family or friends when purchasing a new vehicle
Facebook Enables Auto Dealer’s to Create Word of Mouth at Scale
1 = Based on a survey of a large auto advertiser with ~50M friend of connection audience2 = Average of results from surveys of 300 fan bases of dealers with >1,000 fans3 = Based on survey of large auto advertiser fan bases
Fan base (Owners)70-75% Aspire to buy, Purchased a vehicle or previously serviced a vehicle with the dealer they fanned2
78% are likely to recommend their vehicle to a friend³
Friends of Fans (Prospects)26% Plan to purchase within 12 months1
40% Indicate recommendations from friends are the most important factor in their decision1
Facebook Research500M+ Facebook
Users
Owner Prospect
Step 1: Connect with Your Dealership’s Customers
OwnedPaid
Earned
OwnedMarketplace CPC & Sponsored Stories
Social Plugins on Dealer & UGC Websites
Customer Communications
News Feed Story to Fan’s ~170
Friends
Like
Step 2: Engage Facebook Fans (Customers) with Publishing, Events & Marketing Programs
Owned OwnedPage Publishing• Coupons & Offers• New Product Info• Sponsored Events• Vehicle Care Tips
EarnedNews Feed Story
to Fan’s ~170 Friends
Branded Applications• Vehicle Inventory• Customer Reviews• Owner Loyalty
Program• Refer-a-Friend
ProgramFans (Owners)
Friends of Fans (Prospects)
Step 3: Build Sales Opportunities with Prospects
500M+ Facebook UsersFriends of Fans (Prospects)
My friend likes this brand
Sponsored Stories
Mike is a fan of your brand
Your BrandLike
Paid 50K Owners
~600K Prospects
Earned & PaidFriend of
Connection• Targeting• Messaging• Creative Rotation
Sponsored Stories• Likes• Check-ins• Application
Stories
Vehicle Sales Strategy
LAUNCH CAMPAIGN POST-CAMPAIGNN+6
Connecting with Owners
Marketing to
Owners’ Friends
Building Awareness
PRE-CAMPAIGNN-6
Marketplace CPC
Social Plugins, Owner Communication
Sponsored Stories: Brand Likes & Application Stories
Friend of Connection Targeting
Target or Reach Blocks
FOC FOC
Email Campaign
“Always On” Strategy Will Build Opinion via Earned Media Throughout Dealer Campaign Lifecycles
Consumer Interest
CAMPAIGNPRE-CAMPAIGN POST-CAMPAIGN
Bran
d Co
mm
unic
atio
ns
Media
Consumer Opinion
Source: Jim Farley, Ford GVP of Sales, Marketing, and Service, 2010 AdAge Digital Conference
Owner Prospect
Convert Friends of Customers on Your Website
Owned OwnedFacepile & Like Button Social Plugins on Vehicle Sites• Increases site conversion• Decreases bounce rate• Sparks on and offline
conversations
Share functionality Built into Key Website Functions• Enables prospects to ask
friends’ opinions by sharing their activities
• Example: vehicle configurations
Dealer Website Vehicle Configurator
Map Dealer Inventory on the Social Graph Without Creating a Facebook Page
OwnedModel OfferSite
PaidOwnedPublish to Facebook Fan Page Targeted Advertising to Friends of
Fans
The web isreorganizingaround people
Businesses arereorganizingaround people
Auto dealers who build around people drive sales and service revenue
52% Increasein share of in-market SUV shoppers
Launching a New Model
Building a Social Dealership Strategy
5.7 MillionPeople Connected Through Honda Love
11,300+Auto Biographies stories submitted
Engaging Active Customers
Combining TV, Video + Facebook
13% IncreaseIn Brand Awareness