Leveraging Event Buzz for Social Media Success http://tier10lab.com/2012/01/13/leveraging-event-buzz-social-media-success/

January 13, 2012

By Elizabeth Frey

The NY Acura Dealers Association demonstrated the power of a full-fledged social media strategy this week through their coverage of the North American International Auto Show. The NY Acura Dealers group sent several Tier10 Marketing representatives to Detroit to provide first hand news and images to NY Acura Dealers followers, demonstrating enthusiasm and passion for the brand and a strong commitment to their fans and customers.

“We wanted to bring the show to New York in real-time,” says NY Acura Dealers President Brian Benstock. To share their experiences at NAIAS, Tier10 representatives utilized several social media networks, including Twitter, Facebook, Google+, Instagram, and AcuraSocial.com.

 

Accordingly, NY Acura Dealers increased its social activity and provided regular updates of the event, links to original articles posted on AcuraSocial.com and links to new photos on their Flickr account. The group also followed the conversation on Twitter about the new Acura NSX, promoted their brand by engaging with other Acura enthusiasts and captured the top 30 tweets from the Acura NSX Reveal. (Acura’s own twitter account, @Acura_Insider, and the Auto Show’s @NAIASDetroit have also publicly engaged with @NYAcura.)

To appease mobile users, NY Acura Dealers has paid special attention to using Instagram and AcuraSocial.com to deliver instant, first hand coverage for their fans. The use of Instagram as a way to market a brand is a unique addition to their social media strategy, and a model that other automotive associations may look to as a way to offer real-time images for their followers. Through Instagram, NY Acura Dealers was able to bring behind-the-scenes images to fans.

To complement these photos, NY Acura Dealers consistently posted new articles on AcuraSocial.com. These articles covered a range of topics about NAIAS, including top tweets of the Acura NSX, updates about Acura’s three new vehicles, the NSX, the ILX and the RDX, and information about the show’s schedule, including recommended highlights.

The auto show gave AcuraSocial.com an opportunity to shine. The true success in their strategy lies in the production of constant original content. In our media-obsessed society, fans are eager for videos, photos and articles that current and relevant. AcuraSocial.com’s proactive coverage of the NAIAS, specifically the unveiling of the NSX, puts them at the forefront of the news and makes it a valuable resource for Acura fans, as noted by the Huffington Post. By providing original, first-hand content, NY Acura Dealers positions itself as a brand expert committed to sharing news and information with their followers.

Their achievement proves that original content is key to a viable social media strategy. Strong, unique content improves SEO by increasing online visibility and creating inbound links, while also engaging readers and cultivating their interest. In their coverage of NAIAS, NY Acura Dealers set an example for automotive associations and demonstrates the value of producing original content for fans and customers. The reward for their effort has been a 500% increase in web traffic to AcuraSocial.com, with the average Pages/Visit at just over 5.

See AcuraSocial.com for first hand insights on their method and strategy.

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