google automotive; going social with your brand
DESCRIPTION
Google Automotive shows how to leverage social media for your brand or business... The ADM Professional Community is a living example of the compelling value proposition for online communities that serve the automotive industry. ADM serves as proof that the impact of Social Media on the automotive vertical is more significant than widely understood. Be sure to visit the ADM Professional Community at http://www.AutomotiveDigitalMarketing.com or the acronym URL at http://www.ADMPC.com or the Twitter URL at http://ADM.fm today, and don’t just be a Lurker... Join!TRANSCRIPT
Google Confidential and Proprietary 1
Going Social With Your Brand
April 17, 2008Anastasia LengProduct Marketing Manager, Social Media
Google Confidential and Proprietary 2
What Is a Social Network, Anyway?
Google Confidential and Proprietary 3
Traditional Advertising = Broadcasting
Audience
Advertiser
Google Confidential and Proprietary 4
Social Media = Conversation
I just got my first car, and it rocks!
Ready for our
road trip?
Boy am I glad you got a car with all
that legroom!
Just got a great big bonus at work and want to
spoil myself.
Any ideas?
Have you seen that
new convertible?
We’re expecting a baby. Any ideas for a vehicle?
Our car was voted safest car 5 years in
a row.
Have you checked out our luxury line of
cars?
We have an owners’ network where you can meet other car
lovers like you!
Tell us how your car saved your road trip.
Submit at LoveMyCar.com.
Google Confidential and Proprietary 555
EngageListenAttractExperiment
Listening And Engaging The Community
Google Confidential and Proprietary 666
Creating Your Own Network: Chrysler Listens
Google Confidential and Proprietary 777
Creating Your Own Network: Mini Owners’ Lounge
Google Confidential and Proprietary 88
Demographic Targeting
User-Level Targeting Viral Targeting
Demographic Targeting
Ad Targeting Tools You Can Use
Google Confidential and Proprietary 9
“Rules” for Good Stewardship
• Don’t slow people down
• Be yourself
• See what works, then invest larger budgets
• Constantly listen, evolve, iterate
• Give adequate media support to social campaigns
• Don’t try to force behavior
• Open your mind to measurement techniques
Google Confidential and Proprietary 10
Source: Source: ”Why Social Ads Don’t Work”, bokardo.com social web design
“Social network audiences are less like searchers and more like homebodies. The ads that will work best aren’t those where people have to leave the site, but those which allow you to stay and keep hanging out.”
Google Confidential and Proprietary 11
Thank You!Q&A
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