blogwell chicago social media case study: honda, presented by alicia jones
DESCRIPTION
In her BlogWell Chicago presentation, Honda's National Manager of Honda and Acura Social Marketing, Alicia Jones, talks about how they return the love to their loyal fans and amplify it through social media. She goes into detail about their "Honda Loves You Back" campaign and shares several of the lessons they learned about engaging customers in social channels.TRANSCRIPT
SocialMedia.orgVideo Case Studies
Alicia Jones
Honda’s Love Affair with Its Fans
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell
Honda’s Love Affair with Its Fans
Alicia Jones, Manager of Honda & Acura Social Marketing American Honda Motor Co., Inc.
@Alicia_at_Honda
Everybody Knows Somebody…
4MM+ people have become fans of the Honda Brand and models.
Love From Our Fans…
We decided to return the love…
Free Parking and Car Washes
Reciprocating gestures of love…
The Realization…
Our fans and owners stories are better than anything we could imagine.
Meet Million Mile Joe…
Love on Valentine’s Day…
Monsters Calling Home…
The Idea…
The Plan to share their story…
Owned, Paid and Earned Media
The Plan…
TrueView - targeted but inexpensive video views
Search – reached those who hadn’t seen it.
Promoted posts to fans + network of friends Promoted tweets to share the love
Video seeding to music, entertainment + auto enthusiasts who reported on the story & embedded our video
The Story… http://honda.us/MCH
The Results… • Over 1.4MM YouTube views
• 40,000+ Facebook “Likes”
• 83,000+ new Facebook fans
• Over 3.6MM reached on Twitter
• Coverage in Huffington Post, Vh1,
Adweek & screen in Times Square
The Lessons…
• Be a Story Teller. It must capture and convey your brand’s essence and express it in a way that matches the perception.
• Be a Listener. Your stories are out there. Listen for them.
• Engage wherever Customers want to engage with you. • Be Nimble. Stories change. • Amplify. Share their experiences on social platforms in
ways unique to your brand. But let the story speak.
• LOVE YOUR CUSTOMERS BACK
Alicia Jones Manager, Honda & Acura Social Marketing
American Honda Motor Co., Inc.
@Alicia_at_Honda
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell