social and mobile media marketing for automobile manufacturers and dealerships

Andrew'Pearson' Page'1' 7/13/14'

'

Going&Mobile:&Going&Social&–&Automotive&Companies&

By'

Andrew'Pearson'

(from'the'upcoming'book'Going'Mobile:'Going'Social)'

'

According'to'the'eMarketer’s!US!Automotive!Industry!2013:!Digital!Ad!Spending!Forecast!and!Key!Trends'(2013a),'

the'US'automotive'industry'was'projected'to'spend'$5.07'billion'in'2013'on'paid'digital'advertising,'and'that'total'

was'expected'to'rise'to'$7.80'billion'by'2017.'While'growth'was'expected'to'taper'off'later'in'2013,'the'industry’s'

share' of'US' digital' spending'was' expected' to' rise' throughout' the' forecasted' period.' “Continued' strong' growth'

puts' the'US' auto' industry' on' track' to' become' the' secondTbiggest' spender' in' paid' online' and'mobile'media' by'

2015,'surpassing'the'financial'services'industry”,'eMarketer'(2013a)'estimated.'

“Marketers' in' the' automotive' industry' will' invest' approximately' 60%' of' their' paid' digital' dollars' in' directT

response'efforts'this'year”'(eMarketer,'2013a),'while'brandTfocused'campaigns'will'make'up'the'remaining'40%.'

Search'and'display'will'still'command'the'largest'chunks'of'digital'spending'across'the'category,'with'the'greatest'

growth'in'the'areas'of'mobile,'video,'social'and'local”'(eMarketer,'2013a).'

Because' consumers' and' potential' consumers' are' now' using' tablets' and' smartphones' to' find' information'

about'automobile'manufacturers'and'dealers,'investments'in'mobile'ads'are'growing'rapidly'(eMarketer,'6/2013).'

“In'October'2012,'J.D.'Power'and'Associates'reported'that'the'percentage'of' inTmarket'shoppers'who'visited'an'

automotive'website' from' their' smartphone' increased' from' 17%' in' 2010' to' 31%' in' 2012”' (eMarketer,' 6/2013).&

“Much'of'this'added'investment'is'the'result'of'digital'tools'changing'how'auto'consumers'progress'through'the'

research'and'sales'funnel”'(eMarketer,'6/2013).&&

“A'September'2012' report' from'Google,'Compete'and'R.L.'Polk' coined' the'phrase' ‘constant' consideration’,'

finding'that'digital'and'mobile'are'‘changing'the'habits'of'auto'shoppers,'turning'premarket,'inTmarket'and'postT

market'phases' into'a' cycle'of' constant' consideration' in'which'brand' influence'can'be'won'or' lost'at'any'post’”'

(eMarketer,'6/2013).'As'per'the'Dealer'Dot'Com'report'(2012)'The!Rise!of!Loyalty,!Advocacy!and!Influence,'social'

media' has' become' an' important' marketing' channel' for' automobile' manufacturing' brands,' dealerships' and'

aftermarket'products'and'services.'38'percent'of'consumers'say'they'will'consult'social'media'in'making'their'next'

car'purchase,'while'23'percent'of'car'buyers'say'they'use'social'media'to'communicate'their'purchase'experience'

(Dealer'Dot'Com,'2012).''

Although'this'purchase'decision'is'not'set'in'stone.'The'Google,'Compete'and'R.L.'Polk'survey'found'that'while'

63'percent'of'new'vehicle'purchasers'begin'their'search'with'a'specific'brand'in'mind,'only'20'percent'purchased'

the' vehicle' they' first' researched' online' (Morris,' 2013).' The' research' showed' that' potential' purchases' are'

influenced'in'a'meaningful'way'during'the'preTmarket'stage'and'that'“brand'consideration'can'be'won'or'lost'at'

any' point' throughout' this' loop”' (Morris,' 2013).' “By' harnessing' the' unique' insights' and' immersive,' personal'


'

experiences'afforded'by'digital'brandTbuilding,'auto'marketers'can'adapt'for'greater'sales'and'longTterm'loyalty”'

(Morris,' 2013).' In' her' article' Constant! Consideration:! Brand! Choice! on! the! Path! to! Vehicle! Purchase,' Michelle'

Morris' (2013)' concluded' that' “For' today’s' consumers,' vehicle' attention'may' rise' and' fall,' but' influential' brand'

moments' are' constant,' stretching' across' a' cycle' that' encompasses' preTmarket,' inTmarket,' and' postTmarket'

phases.”''

“Constant'Consideration”' (see'Figure'6)' is'a' “cycle' in'which'brand' interest' can'be'won'or' lost'at'any'point,'

which'is'why'100'auto'executives'surveyed'by'the'IBM'Institute'for'Business'Value'cited'customer'management'as'

the'part'of'the'automotive'value'chain'that'will'change'most'over'the'next'decade”'(Morris,'2013).'Although'the'

challenge'sounds'daunting,' it' is'one'that'must'be'accepted'by'auto'manufacturers'because'this' information'also'

provides'the'solution'(Morris,'2013).''

'

Figure!1:!Constant!Consideration!in!the!car!buying!process!

Source:'Constant'Consideration:'New'Vehicle'Path'to'Purchase,'Compete/Pol/TNS'September'2012'


'

Social'media'channels'are'becoming'important'in'the'sales'process;'84'percent'of'automotive'shoppers'are'on'

Facebook,'and'24'percent'of'them'have'used'Facebook'as'a'resource'for'making'their'vehicle'purchases'(Dealer'

Dot'Com,'2012).' 40'percent'of'new'car'purchases'over' the'next'10' years'will' be'made'by'millennials,'while'94'

percent'of'millennial'car'buyers'gather'information'online'(Dealer'Dot'Com,'2012).'

The' report' “argues' that' the' use' of' social' in' combination' with' natural' language' processing' and' big' data'

analytics,'along'with'social's'ability'to'deliver'meaningful'content'and'commentary'in'context,'has'the'potential'to'

make'it'a'highly'effective'medium'for'identifying,'segmenting'and'engaging'consumers'based'on'preferences'and'

where'they'are'in'the'purchase'cycle”'(Dealer'Dot'Com,'2012).&&

"The'technology'now'exists'to'process'and'analyze'social'streams—not'only'to'understand'broader'consumer'

attitudes'and'reputational' issues,'but'also'to'identify,'segment'and'profile' individual'consumers'based'on'where'

they'are'in'the'purchase'cycle,'their'preferences'and'needs,'and'even'psychographic'characteristics'that'influence'

how'they'want'to'engage'with'brands'and'service'providers,"'argues'Shauli'Chaudhuri,'CEO'of'hoojook'(Dealer'Dot'

Com,'2012).'

A'new'model'that'accurately'illustrates'how'consumers'are'shopping'for'cars'today'is'called'the'“Automotive'

Purchase'Cycle”,'which'is'based'upon'McKinsey'&'Company’s'report'Consumer!Decision!Journey'(Dealer'Dot'Com,'

2012).' The' four' stages' of' the' new' Automotive' Purchase' Cycle' are' “Consider”,' “Evaluate”,' “Purchase”' and,' the'

most'important'stage'of'all,'“Interact”,'which'is'the'postTvehicleTpurchase'phase'(Dealer'Dot'Com,'2012).'

The' experiences' and' emotions' a' consumer' has' with' a' product' or' service' once' they' have' purchased' it'

continues'to'shape'their'opinions'for'as'long'as'they'interact'with'that'product'or'service'(Dealer'Dot'Com,'2012).'

“These' opinions' are' likely' to' be' shared' with' friends,' family' and' even' strangers' via' social' media,' significantly'

influencing' the' purchase' decisions' of' others”' (Dealer' Dot' Com,' 2012).' Whether' car' dealerships' or' auto'

manufacturers' like' it'or'not' this'consumerTdriven'marketing,' in'contrast' to'manufacturerT'and'dealershipTdriven'

marketing,' is'happening' today'on'blogs,' social'media'and'online'consumer'reviews' (Dealer'Dot'Com,'2012).'Car'

dealerships' and' auto' manufacturer' should' be' aware' that' “over' the' course' of' inTmarket' research,' search' data'

suggests' that' 73' percent' of' inTmarket' activity' involves' crossTshopping”' (Morris,' 2013)' so,' if' they' don’t' engage'

here,'they'could'lose'a'potential'client'forever.'

At' the' “Consider”' stage,' consumers' start' to' examine' their' initial' set' of' options' and' it' is' imperative' for'

manufacturers' and' dealers' to' build' brand' awareness' here' “because' the' process' is' fluid;' consumers' today' are'

bombarded'with'marketing'messages' and' choices,' and' their' initial' consideration' set' can' actually' grow' as' they'

progress' through' the'process”' (Dealer'Dot'Com,'2012).'A' lack'of' consideration'at' this' stage' can'be' very' costly;'

brands'that'are'a'part'of'the'conversation'here'are'three'times'more'likely'to'be'purchased'than'brands'that'aren’t'

(Edelman,'2010).&&&

At' this' stage,' branding' becomes' paramount,' and' it' should' be' done' across'multiple' screens' (Morris,' 2013).'

“Younger,'openTminded'shoppers—those'who'consider'four'or'more'brands'inTmarket—are'increasingly'turning'to'


'

multiple'screens'for'research'and'discovery:'Indeed,'they're'almost'twice'as'likely'to'use'mobile'and'tablet'devices'

as'their'older,'more'brandTloyal'counterparts”'(Morris,'2013).''

Tablets'in'particular'should'become'very'important'for'auto'shopping'(Morris,'2013).'Combining'sight,'sound,'

and'motion'with'the'convenience'of'a'device'that'sits'in'your'lap,'tablets'are'the'perfect'marketing'devices.'The'

Google,' Compete' and' Polk' “research' found' that' 43' percent' of' brandTagnostic' shoppers' use' video' sharing' sites'

across' desktop' and' mobile' devices,' while' once' on' the' lot,' 51' percent' take' pictures;' 49' percent' check' online'

reviews;'and'44'percent'use'comparison'tools”'(Morris,'2013).'Mobile,'social'and'video'are'radically'changing'the'

shopping'ecosystem'as'it'is'being'built'out'(Morris,'2013).''

During' the'“Evaluate”'stage,'“consumers'conduct' their' research'using' traditional'and'online'sources,'phone'

calls'and'inTdealership'visits'to'‘pull’'information'to'aid'in'their'decision'process”'(Dealer'Dot'Com,'2012).''

As'consumers'near'their'purchase'decision,'“visiting'the'dealership'and'interacting'with'the'sales'staff'and'the'

vehicle' itself'become'critical'touch'points”'(Dealer'Dot'Com,'2012).'Of'those'who'had'recently'purchased'a'new'

car,'or'had'already'visited'a'dealership'and'had'planned'to'purchase'soon,'“76%'said'their'direct'interaction'with'a'

dealership'was'or'would'be'very'influential'in'their'final'purchase'decision”'(Dealer'Dot'Com,'2012).''

Today,' the'purchase'experience' is'critical'and' it'can'affect' the'consumer’s'entire'postTpurchase'relationship'

with'the'dealership'and/or'manufacturer'(Dealer'Dot'Com,'2012).'A'positive'experience'means'the'consumer'will'

be'open'to'an'engagement'and'he'or'she'will'be'much'more'likely'to'feel'some'degree'of'loyalty'to'a'brand'or'a'

dealership' (Dealer' Dot' Com,' 2012).' A' negative' experience,' however,' means' the' potential' of' creating' a' loyal'

customer'will'be'significantly'diminished'(Dealer'Dot'Com,'2012).'Either'way,'the'consumer’s'perceptions'during'

this'stage'affect'the'most'critical'stage'of'the'buying'process:'“Interaction”'(Dealer'Dot'Com,'2012).&&

Once'consumers'have'made'a'purchase'decision,'a'powerful' secondary'cycle—“the' loyalty' loop”—develops'

(Dealer' Dot' Com,' 2012).' Consumers' who' enjoy' their' product' and' purchase' experience' have' the' potential' to'

become'loyalists,'and,'possibly,'advocates'who'endorse'a'dealer'or'manufacturer'on'blogs,'customer'review'and'

social' media' sites' (Dealer' Dot' Com,' 2012).' This' type' of' wordTofTmouth'marketing' is' important' because' it' can'

positively'influence'others'who'are'looking'to'purchase'a'similar'product'(Dealer'Dot'Com,'2012).'“This'consumerT

toTconsumer'advocacy'greatly' increases'the' likelihood'that'new'brands'will'be'added'to'the' initial'consideration'

set'of'others'and'is'a'strong'influencer'in'the'ultimate'purchase'decision”'(Dealer'Dot'Com,'2012).'

A'negative'experience' for' the'consumer'means' that' they'are'more' likely' to'avoid' the'product' in' the' future'

and'they'will'probably'start'at'the'“Consider”'stage'the'next'time'they'are'in'the'market'for'a'new'car'(Dealer'Dot'

Com,'2012).&More' importantly,' those'with'negative'experiences' can'negatively' influence'other'potential'buyers'

(Dealer'Dot'Com,'2012).'“Thus,'the'flip'side'of'consumerTdriven'marketing'is'that'instead'of'advocating'for'a'dealer'

or' manufacturer,' unhappy' consumers' can' actively' disparage' the' product' to' their' social' networks,' creating' a'

compounding'negative'effect'by'discouraging'others'from'buying”'(Dealer'Dot'Com,'2012).'&

The' importance' of' social'media' can’t' be' underestimated.' Another' automobile' industry' study' revealed' that'

there'is'a'growing'trend'amongst'car'shoppers'and'recent'purchasers'to'use'social'media'as'a'resource'during'their'


'

shopping' process' (Dealer' Dot' Com,' 2012).' Social' media' was' influencing' what' kind' of' car' people' wanted' to'

purchase'and'“27'percent'of'car'shoppers'and'purchasers'used'or'planned'to'use'Facebook'as'a'resource'during'

their' automotive' shopping' process' (Dealer' Dot' Com,' 2012).' To' put' this' into' perspective,' “considering' that'

approximately'9.1'million'retail'cars'and'light'trucks'were'sold'in'the'U.S.'in'2010'(minus'fleet'sales),'the'number'of'

unit'sales'influenced'by'social'media'was'approximately'2.4'million”'(Dealer'Dot'Com,'2012).'This'number'almost'

equates' to' the' total' number' of' cars' sold' by' Toyota' and' Ford' in' a' year' (Dealer'Dot' Com,' 2012).' For' the' typical'

dealership'averaging'1,300'new'car'sales'per'year,'more'than'350'units—nearly'30'cars'per'month—are'sales'that'

could'be'influenced'by'Facebook'(Dealer'Dot'Com,'2012).'It'is,'unquestionably,'a'substantial'number.'&

“Social' media' has' shifted' online' engagement' from' managing' the' customer' on' the' business’s' terms' to'

facilitating' social' engagement' on' the' consumer’s' terms”' (Dealer' Dot' Com,' 2012).' Automobile' dealers' and'

manufacturers'need'to'adapt'to'this'changing'landscape'and'embrace'the'very'reasons'why'people'are'drawn'to'

social'media'in'the'first'place—to'enhance'personal'connections'and'control'the'messages'they'receive—and'then'

engage'transparently'and'meaningfully'with'this'customer'base'(Dealer'Dot'Com,'2012).&'

Satisfied' consumers' have' the' potential' to' bond' with' the' brand,' product' or' retailer,' which' increases' the'

likelihood'of'them'purchasing'again'the'next'time'they'are'in'the'market'(Dealer'Dot'Com,'2012).'An'added'benefit'

of' this' loyalty' is' the' fact' that' it' lessens' the'chances'consumers'will' consider'other'competitive'options' the'next'

time'they'are'in'the'market'(Dealer'Dot'Com,'2012).''

More'importantly,'these'loyalists'could'have'considerable'influence'over'their'social'networks'and'they'could'

advocate'on'behalf'of'their'dealers'and'their'chosen'brands'on'blogs,'customer'review'sites'and'throughout'the'

vast' social'media'world& (Dealer' Dot' Com,' 2012).' “This' consumerTtoTconsumer' advocacy' via' social'media' is' like'

‘wordTofTmouth' on' steroids,’' greatly' increasing' the' likelihood' that' these' brands' will' move' into' the' initial'

consideration'set'of'others'and'strongly'influencing'the'ultimate'purchase'decision”'(Dealer'Dot'Com,'2012).'These'

are,'once'again,'more'trusted'recommendations'so'they'are'much'more'likely'to'be'acted'upon.'&

On' the'other'hand,' consumers'who'are'unsatisfied'with' their'bad'or'even'mediocre'buying'experience'are'

likely' to'avoid' the'product,'and,'potentially,' start'again'at' the'“Consider”'stage'once' they'return' to' the'market.'

More' importantly,' they' could,' potentially,' spread' their' negative' influence' far' and'wide,' causing'other'potential'

consumers'to'avoid'the'flamed'brand.'

The'key'to'fostering'advocacy'lies'in'maximizing'the'opportunities'to'create'a'loyal'customer'(Dealer'Dot'Com,'

2012).&This'process'should'start'early'in'the'cycle,'even'at'the'“Purchase”'stage'as'most'customers'are'willing'to'

voice'positive'experiences'once'their'loyalty'has'been'established'(Dealer'Dot'Com,'2012).&

Dealer'Dot'Com’s'(2012)'research'found'that'“approximately'57%'of'car'shoppers'have'some'degree'of'loyalty'

to' at' least' one' brand.”' Manufacturers' should' take' the' time' to' identify' these' loyalists' and' encourage' their'

advocacy'as'these'loyalists'are'more'than'willing'to'voice'their'positive'opinions'and'recommendations;'“of'those'

who'claimed'to'have'some'degree'of'loyalty'to'a'brand,'72%'said'they'are'extremely'likely'to'recommend'a'brand'

or'model'to'their'network”'(Dealer'Dot'Com,'2012).''


'

Unsurprisingly,'loyalty'to'a'dealership'is'considerably'lower,'at'19%'(Dealer'Dot'Com,'2012).'According'to'the'

Dealer'Dot' Com' (2012)' study,' fair' and' honest' business' practices' during' the' purchase' experience' drives' loyalty.'

“Approximately'half' of' consumers'mentioned' they'are' loyal'because' they'believe' the'dealer' to'be' trustworthy,'

honest'and'ethical.'TwentyTnine'percent'will'shop'only'at'dealerships'with'a'good'reputation.'Loyalty'has'a'strong,'

positive'impact'on'the'shopping'process'and'how'consumers'talk'and/or'write'about'the'dealership”'(Dealer'Dot'

Com,'2012).'Of'those'who'are'loyal'to'a'dealer,'77%,'said'they'are'extremely'likely'to'recommend'the'dealership'

to'which'they'are'loyal'(Dealer'Dot'Com,'2012).&'

Social'media'should'be'viewed'as'a'biTdirection,'a'public'communication'and'customer'service'channel,'rather'

than'just'a'channel'to'promote'vehicles'and'services'(Dealer'Dot'Com,'2012).'Used'solely'as'a'marketing'channel'

could' ultimately' backfire' and' turn' off' consumers' (Dealer' Dot' Com,' 2012).' Dealerships' and' manufacturers'

shouldn’t'make'the'mistake'of'thinking'that'they'exist'in'a'vacuum;'they'should'be'aware'that'when'they'engage'

in'social'media'conversations'they'are'being'watched'(Dealer'Dot'Com,'2012).'“Among'those'who'used'Facebook'

as'part'of'their'shopping'process,'64%'said'quality' interactions'between'dealership'staff'and'Facebook'followers'

would'make'them'likely'to'‘friend’'the'dealership.'FiftyTnine'percent'said'they'would'‘like’'a'manufacturer’s'page'if'

there'were'quality' interactions'between' the'manufacturer’s' reps' and' its' Facebook' followers”' (Dealer'Dot'Com,'

2012).''

Dealer' Dot' Com’s' (2012)' research' also' uncovered' that' “in' addition' to' transparent' and' prompt' interaction,'

dealers' and' manufacturers' need' to' provide' content' that' appeals' to' consumers' and' that' will' help' drive'

consideration'for'the'brand,'model'and'dealership.”'

As' always,' consumers' are' looking' for' ways' to' save' time' and'money' as' well' as' to' enhance' the' ownership'

experience'(Dealer'Dot'Com,'2012).'In'many'ways,'“the'desired'content'mirrors'the'content'commonly'found'on'

the'corporate'and'dealership'websites—what'respondents'rated'as'most'important'was'information'that'helped'

them'learn'more'about'the'features'of'the'vehicle,' its'cost'and'what'others'think'of' it”'(Dealer'Dot'Com,'2012).'

“For'manufacturer'sites,'pricing'information,'incentives'and'rebates,'and'general'vehicle'information'were'valued'

most.' Product' reviews' were' also' considered' very' helpful.' Other' offerings,' such' as' games,' specialTinterest'

information'and'phone'apps,'have'sizeable'niche'interest'potential”'(Dealer'Dot'Com,'2012).''

For' consumers' using' Facebook,' traditional' product' information' such' as' price,' specs,' and' photos' as'well' as'

product'reviews'were'cited'as'the'most'helpful'(Dealer'Dot'Com,'2012).'Offerings'such'as'games,'special'interest'

information'and'phone'apps,'were'secondary,'but'still'had'sizeable'niche'interest'(Dealer'Dot'Com,'2012).&

For'dealership' social'media' content,' consumer'preferences'were' similar:' “Pricing' information'and'payment'

calculators,' incentives,' recall' information' and' current' inventory' ranked' highest' among' respondents.' Product'

reviews' from' owners' as' well' as' comments' about' the' brand' or' dealer' were' also' rated' high,' underscoring' the'

importance'of'using'social'media'as'a'public'communications'channel”'(Dealer'Dot'Com,'2012).'

When'comparing'what'users'found'most'helpful'on'both'dealership'and'manufacturer'pages,'there'was'a'high'

degree' of' consistency' among' Facebook' users' (Dealer'Dot' Com,' 2012).' The'most' helpful' dealerTspecific' content'


'

included' “current' inventory,' store' location/hours/services,' special' benefits' for' ‘friends,’' and' dealer' reviews' by'

customers”'(Dealer'Dot'Com,'2012).'

Automotive'dealerships'and'manufacturers'should'“leverage'social'media'to'break' into'the'consideration'of'

loyalists'and'encourage'competitive'switching”'(Dealer'Dot'Com,'2012).'They'should'also'see'social'media'as'a'way'

to'lure'away'customers'from'their'competitors,'after'all'“41%'of'those'who'consider'themselves'loyal'to'a'brand'

are'open'to'switching'to'a'new'brand'if'it’s'more'compelling”'(Dealer'Dot'Com,'2012).''

Dealer'Dot'Com’s'(2012)'research'revealed'that'customers'who'were'offered'a'rewards'program'that'saved'

them'money,'who' read'positive' reviews'written'by'other' customers,' and'who'encountered'a'noTpressure' sales'

staff'were'more'likely'to'consider'switching'to'a'different'dealership.''

To'get'the'attention'of'those'who'are'loyal'to'other'brands,'automobile'dealer'and'manufacturers'should'take'

into'account'such'things'as'the'context'and'situations'of'their'customers'and'potential'customers'(Dealer'Dot'Com,'

2012).'They'should'create'offers'and'craft'messages'that'are'not'only'highly'engaging,'but'are'also'sensitive'to'the'

current' macroTeconomic' climate.' After' all,' the' purchase' of' a' new' automobile' is' probably' the' second' most'

expensive'purchase'most'people'will'ever'make'(Dealer'Dot'Com,'2012).''

To'attract'new'customers,'dealers'should'offer'services'and'incentives'that'are'both'convenient'and'contain'a'

perceived'value'(Dealer'Dot'Com,'2012).&When'those'loyal'to'a'dealership'were'asked'what'it'would'take'to'get'

them'to'consider'switching,'“FortyTfive'percent'said'they'would'be'somewhat'or'very'likely'to'consider'a'different'

dealer'if'they'were'offered'a'customer'rewards'program'that'included'discounts'on'service,'free'tire'rotation,'etc.”'

(Dealer'Dot'Com,'2012).'In'addition,'“Approximately'34%'said'they'would'consider'switching'if'they'read'positive'

consumer'reviews'of'another'dealership'or'if'a'friend'or'family'member'recommended'the'dealership”'(Dealer'Dot'

Com,'2012).'These'findings'underscore'the'importance'of'consumer'reviews'and'reputation'management,'which'

should' be' integrated' into' as' many' social' channels' as' possible' and' published' widely' for' other' customers' and'

potential'customers'to'see'(Dealer'Dot'Com,'2012).&

The' most' significant' discovery' in' the' Dealer' Dot' Com' (2012)' research' was' “the' correlation' between'

consumers'who'are'brand'or'dealership'loyal'and'their'higher'use'of'and'reliance'on'social'media.”'Probably'the'

most'important'finding'in'the'Dealer'Dot'Com'report'was'the'discovery'that'social'media'could'be'a'very'effective'

tool' in' building' and' maintaining' a' solid' base' of' loyal' customers' who' will' then' advocate' on' a' dealer’s' or' a'

manufacturer’s' behalf,' effectively' growing' their' respective' businesses' through' strong' wordTofTmouth' referrals'

(Dealer'Dot'Com,'2012).''

The'Dealer'Dot'Com'study'(2012)'concludes'by'saying'that'they'“see'a'day'coming'when'manufacturers'and'

dealerships'will'measure'social'media'effectiveness'as'diligently'as'they'measure'their'conversion'rates,'costTperT

click'campaigns'and'other'digital'marketing'activities.'In'the'notTtooTdistant'future,'dealers'and'manufacturers'will'

track' the' influence' and' advocacy' that' brought' a' new' customer' into' the' showroom' and' will' reward' their'

salespeople'for'fostering'a'new'‘friend’'or'follower”'(Dealer'Dot'Com,'2012).''


'

When'Volvo' launched' the'S60' to' challenge' the'BMW'3TSeries'and'Mercedes'CTClass,' it'decided'on'a' crossT

platform' approach' that' took'maximum' advantage' of' digital' technology' (Morris,' 2013).' On' the' desktop,' “Volvo'

employed'large'ad'formats'like'the'YouTube'homepage'masthead,'but'it'was'on'mobile'that'the'campaign'came'

into'its'own.'Interactive'mobile'ads'allowed'consumers'to'explore'a'360Tdegree'view'of'the'S60,'swipe'for'more'

photos' and' videos,' and' locate' nearby' dealerships”' (Morris,' 2013).' Volvo' also' added' an' augmented' reality' test'

drive' experience' in' a' YouTube'masthead' that' provided' something' truly' groundbreaking' (Morris,' 2013).' “Volvo'

realized'that'when'it'comes'to'mobile,'it's'important'not'to'just'replicate'across'screens,'but'to'make'use'of'each'

screen's'unique'capabilitiesTTwhether'it's'geolocation,'interactivity,'or'the'intuitive'fun'of'swiping”'(Morris,'2013).&

“The'result'was'an'increase'in'purchase'intent'of'88'percent,'and'brand'favorability'of'240'percent”'(Morris,'2013).&

Because'of'the'need'to'wow'the'carTbuying'audience'(who'can'be'quite'sophisticated'at'times),'augmented'

reality' has' been' widely' embraced' by' automobile' manufacturers.' For' example,' in' September' 2012,' “Beetle'

billboards'in'Canada'gave'a'call'to'action'that'prompted'viewers'to'download'the'VWJuicedUp'app.'Once'the'app'

was' downloaded,' the' user' pointed' his' or' her' mobile' device' at' the' marker' on' the' billboard' to' watch' the' car'

perform”' (Russell,' 2012).' In'one' sequence,' the'Beetle'bursts' through' the'billboard'and,' in'another'one,'a' ramp'

comes' out' of' the' billboard' and' the' car' flips' around' on' it' (see' the' video' at:'

https://www.youtube.com/watch?v=KRA0SZhKNyo)'(Russell,'2012).'

On' the' blogging' front,' an' automobile' manufacturer' should' set' up' a' company' blog' that' can' keep' both'

customers'and'journalists'informed'about'the'company’s'products,'services'and'events.'One'of'the'leaders'in'this'

area' is' MercedesTBenz.' With' the' “MercedesTBenz' Social' Publish”' platform,1'Mercedes' keeps' bloggers,' online'

journalists' and' anyone' else' interested' in' the' brand' up' to' date' on' the' latest' Mercedes' models' and' upcoming'

events.' It' is' also' a' place'where' all' items' published' about'MercedesTBenz' on' external'websites,' in' blogs' and' in'

digital' magazines' or' on' Twitter,' are' cataloged.' The' portal' is' a' comprehensive' research' source' for' bloggers,'

journalists,'and'anyone'else'interested'in'the'car'brand.''

Blogs' can' go' handTinThand' with' customer' forums,' which' can' be' powerful' platforms' to' disseminate'

information,'as'Toyota'found'out'when'trying'to'market'its'Camry'brand.'“There'are'6.8'million'Camry'owners'in'

the'US—the'problem'for'Toyota'was'that'they'were'virtually'silent'online”'(Morris,'2013).'Toyota'discovered'that'

new'shoppers'were' reluctant' to'buy'a'Camry'without' reading'one'or' two'online' reviews' (Morris,'2013).'Toyota'

saw'this'situation'as'an'opportunity'to'“utilize'digital'and'social'in'a'way'that'inspired'conversation'and'redefined'

the'owner's'role”'(Morris,'2013).'“Alongside'Saatchi'&'Saatchi,'they'created'an'everTevolving'social'network'with'

dynamic' chooseTyourTownTadventure' questions' and' realTtime' stats' based' on' user' interaction”' (Morris,' 2013).'

Dealers'were'enlisted'to'amplify'the'brand'message'through'social'outreach'in'their'own'channels'(Morris,'2013).'

“Through'a'final'display'ad'campaign,'these'realTworld'stories'became'the'research'material'of'the'next'inTmarket'

shopper,' continuing' the' virtuous' cycle' of' Constant' Consideration.' The' result' was' an' 800' percent' spike' in' realT

world'Camry'interest,'and'19'percent'more'sales'leads'than'preTcampaign”'(Morris,'2013)&

''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''1'http://socialpublish.mercedesTbenz.com/en/'(Retrieved:'8'July'2014)'


'

In' his' article' Social!Media—More! Than! Friends,! Fans,! and! Followers,'Michael' Bowen' argues' that,' although'

social'media' can' be' a' very' good' avenue' to' drive' business,' there' are' some' pitfalls' to'watch' out' for.' “YouTube'

videos'are'a'great'way'to'bring'all'the'media'dimensions'to'your'potential'customers'and'can'greatly'expand'the'

reach' of' a' dealer’s' TV' commercials”' (Bowen).' YouTube' also' allows' a' dealer' to' differentiate' itself' from' the'

competition'and'this'channel'allows'them'to'produce'a'unique'marketing'message'(Bowen).''

Nicole' Case' of' the' web,' search,' and' social,' digital' reputation,' and'mobile' products' and' services' company'

Naked'Lime'agrees'that'YouTube'is'an'important'platform'for'dealerships'(Bowen).'Besides'the'“SEO'value'video'

can'bring,'YouTube'has'a'viewer'engagement'level'that’s'hard'to'match.'Out'of'all'the'content'created'by'social'

marketers'and'posted'online,'videos'are'shared'the'most”'(Bowen).'Nicole'also'notes'the'importance'of'Google+;'

“While' Google+' is' still' a' relatively' new' player,' Google’s' introduction' of' ‘Search' Plus' Your' World’' has' made' it'

imperative'for'dealers'to'have'a'Google+'presence'to'help'them'stay'top' in'search'results'and'top'of'mind'with'

consumers”'(Bowen).'

Michael'Sos,'Dominion'Dealer'Solutions’'product'manager,'interactive'media'agrees,'pointing'out'that,'“Soon'

we'will' see' even' a' tighter' [search]' integration' and' I' believe' it'will' benefit' dealerships' to' recognize' that'Google'

owns'the'eyeballs'of'most'car'buyers'and'for'this'we'all'need'to'embrace'Google+'for'the'future'search'benefit”'

(Bowen).'

Once'a'user'decides'which' social'media' sites' to'use,' the'next'natural'questions' is:'what' content' should'be'

posted'and'how'much'of'it'should'there'be'(Bowen)?'Here'again,'it'is'important'to'understand'your'product'and'

to' emphasize' what' differentiates' it' from' its' competitors.' Nicole' Case' argues' that,' “for' the' best' competitive'

advantage,' dealers' need' to' find' an' area'where' they' can' stand'out' and'demonstrate' their' expertise' online.' For'

example,'a'Toyota'dealer,'whose'vehicle'fleet'is'the'most'fuelTefficient'in'the'industry,'may'become'the'source'of'

best'gas'prices'in'the'area”'(Bowen).''

It' is' also' important' for' dealers' to' post' information' that' their' followers' want' to' see' (Bowen).'Michael' Sos'

warns' that,' “Dealers'need' to' recognize' that' the'majority'of' folks' that'will' receive' their'posts' in'news' feeds'are'

probably'already'customers.'This' is' important'because' this' isn’t' like'direct'mail'where'we'send'out'a'marketing'

message'and'look'to'get'a'one'percent'return'and'burn'the'rest'of'the'list'to'the'ground.'We'need'to'be'loyalty'

minded”'(Bowen).''

New'customers'are'enthusiastic'and'quick'to'reach'out'and'become'a'fan,'but'they'won’t'be'in'the'market'to'

purchase'another'car'immediately'(Bowen).'Dealers'shouldn’t'focus'all'of'their'social'posts'on'the'inventory'that'

needs'to'moved,' they'should'also' focus'on'parts,'service'specials'and'always'keeping' in'mind'that'they'need'to'

grow'their'brand'(Bowen).'“Customers'want'to'see'a'small'business'that'is'connected'to'the'community'and'cares'

about'the'things'they'care'about”'(Bowen).'

Recalls'are'a'fact'of'life'for'every'car'manufacturer'and'it'is'how'a'company'responds'to'these'recalls'that'can'

influence'current'and'future'customers.'In'early'2014,'the'U.S.'automaker'General'Motors'found'itself'in'a'classic'

crisis'management'situation—they'needed'to'recall'1.6'million'cars,'because'that'type'of'car'had'been'linked'to'12'


'

deaths'(Goel,'2014).'G.M'.decided'to'take'a'dual'approach—going'about'its'normal'business'while'trying'to'help'

specific' recall' customers.'The'company'had' to'walk'a' tightrope'on'social'media'sites' like'Facebook'and'Twitter,'

where'a'customer’s'perception'of'a'brand' is'affected'as'much'by'what'the'company'does'as' it' is'by'what'other'

people'say'about'it'(Goel,'2014).''

This'issue'shouldn’t'define'G.M.'going'forward,'argues'Dave'Evans,'vice'president'for'social'strategy'at'Lithium'

Technologies,'a'social'customer'experience'management'software'company'based'in'San'Francisco'(Goel,'2014).'

With' this' recall,' G.M.' had' the' opportunity' to' “fundamentally' redefine' themselves' as' an' open,' transparent,'

listening'organization,”'argued'Evans'(Goel,'2014).'

“G.M.' has' a' team' of' about' 20' people' based' in' Detroit' that'manages' its' social' media' presence—including'

monitoring'about'100' independent'auto' forums—and' responds' to' inquiries' and' complaints' seven'days'a'week.'

Another'50'people'staff'a'call'center,'with'as'many'as'50'more'people'helping'out'when'call'volume'is'high,'as'it'

has'been'since'the'recall'began”'(Goel,'2014).'

“A' robust' public' response' is' particularly' important' in' wooing' firstTtime' customers,' who' are' critical' to' the'

company’s'profits”'(Goel,'2014)'and'the'plan'seems'to'be'working'as'the'damage'to'the'company’s'online'brand'

appears' to' be'minimal' (Goel,' 2014).' “Despite' the' barrage' of' headlines' about' federal' investigations' into'G.M.’s'

decadeTlong'failure'to' issue'the'recall,'overall'sentiment'about'G.M.'and'its'brands'on'Twitter'has'remained'the'

same'since'the'crisis'began”'(Goel,'2014).''

In'perhaps'one'of'the'cleverest'uses'of'mobile'and/or'social'media'technology,'geofencing'applications'can'be'

used'by'car'dealers'to'steal'a'customer'while'they'are'in'the'showroom'or'on'the'lot'of'a'competitor'(Drive'Digital'

Group).' “It' is' one' of' the' most' discussed–and' perhaps' most' misunderstood–lead' generation' strategies' the'

automotive'industry'has'seen'to'date”'(Drive'Digital'Group).''

This'is'the'scenario:'a'motivated'buyer'sets'his'sights'on'a'competitor’s'make'and'model'and'heads'out'to'a'

dealership,'ready'to'pull'the'trigger'on'a'purchase'(Drive'Digital'Group).'However,'once'the'potential'buyer'pulls'

onto'the'dealer’s'lot,'they,'unknowingly,'enter'a'targeted'geoTfenced'location'and'a'push'notification'gets'sent'to'

their'smart'phone'(Drive'Digital'Group).'This'push'notification'could'display'a'deal'from'a'competing'car'dealership'

and'it'should'be'a'deal'enticing'enough'to'motivate'the'potential'buyer'to'head'over'to'the'competing'lot,'i.e.,'the'

deal' could'be'an'opportunity' to'get'a' free' iPad'or'a'mobile' coupon' for'$500'with' the'purchase'of'any'new'car'

(Drive'Digital'Group).'After'clicking'on'the'ad,'the'user'would'immediately'be'taken'to'a'mobile'optimized'landing'

page'that'includes'a'call'to'action'(Drive'Digital'Group).''

Automobile' companies' such' as' Audi,' BMW,' Ford,'GM,' Kia,' Jaguar,' Lexus,'Mazda,'Nissan' and'VW,' amongst'

many'others,'have'all'created'mobile'apps'to'help'advertise'their'brands.'Porting'the'BMW'Z4’s'“An'Expression'of'

Joy”' campaign'onto' the'mobile'platform,' the'BMW'Z4' iPhone'application' let'players'explore,' customize,' create'

and'virtually'drive'the'sports'car.'It'also'lets'the'user'“draw”'on'a'canvas'by'using'the'wheels'of'the'car'as'if'they'

were'brushes,'just'like'the'Z4'did'in'the'associated'television'commercial.'This'was'a'highly'creative'campaign'that'

perfectly'highlighted'one'of'mobile’s'best' features–the'ability' to'crossTpollinate' the'marketing'message' through'


'

several'mediums.'The'app'was'so'successful' it'was'downloaded'over'a'million'times'in'the'first'few'weeks'upon'

release.''

In' what' was' billed' as' the' first' automotive' financial' services' iPhone' application,' Mercedes' released' a' free'

application'to'the'450,000'people'who'used'its'U.S.'financial'services'division'(Weier,'2009).'The'app'let'users'view'

account'details,'such'as'payments'made,'and'due'or'maturity'dates'of'an'auto'lease.'The'app'also'let'users'make'

instant' payments' from' their' bank' accounts' to'MercedesTBenz' Financial' (Weier,' 2009).' The' application' included'

directions'and'maps'to'local'dealers,'links'to'insurance'offerings'and'hotel'room'upgrades'through'MercedesTBenz’'

hotel'partners'(Weier,'2009).'It'also'included'links'and'phone'numbers'to'customer'service'reps'(Weier,'2009).''

The' instantaneous' twoTway' dialogue' between' a' company' and' its' consumers' is' one' of' the'most' important'

aspects' of' mobile' marketing' and' such' callTtoTaction' features' as' clickTtoTcall,' textTtoTjoin,' textTforTinfo,' textTforT

rewards'or'SMS'voting'can'be'used'by'the'automobile'industry'in'a'myriad'of'ways.'For'example,'in'one'Chinese'

BMW' campaign,' 21' Communications' teamed' up' with' China' Mobile' to' promote' a' mobile' ad' campaign' that'

provided' branded' content' downloads' and' prompted' customers' to' schedule' test' drives' on' their'mobile' phones'

(Sharma'et' al.,' 2008).' In' the' campaign,'when'mobile'users' clicked'on' the'BMW'banner'ads'and' text' links,' they'

were'transferred'to'the'BMW'branded'3'series'mobile'site,'where'a'visualizer'tool'allowed'them'to'customize'their'

favorite'3'series'BMW'(Sharma'et'al.,'2008).'A'clickTtoTcall'feature'instantly'connected'mobile'users'with'the'BMW'

call' center' for' test'drive'appointments' (Sharma'et' al.,' 2008).' This' innovative' campaign' (for' its' time)' resulted' in'

over'500,000'unique'visitors'and'50,000'branded'downloads'(Sharma'et'al.,'2008).'

Another'important'use'of'social'media'is'recognizing'and'using'influencers'to'drive'the'marketing'process.'A'

good' example' of' this' is' with' Ford’s' “Fiesta'Movement”' campaign' (Divol,' 2012).' Ford' generated' buzz& eighteen'

months' before' it' reentered' the' US' subcompactTcar' market' with' its' Fiesta' model' by' “giving' 100' socialTmedia'

influencers' a' European'model' of' the' car,' having' them'complete' ‘missions,’' and' asking' them' to'document' their'

experiences' on' various' social' channels”' (Divol,' 2012).' The' social'media' campaign' included' videos' on' YouTube,'

which' generated' more' than' 6.5' million' views,' and' “Ford' received' 50,000' requests' for' information' about' the'

vehicle,'primarily' from'nonTFord'drivers”' (Divol,' 2012).' The'overall' results:' in' late'2010,' some'10,000' cars'were'

sold'in'the'first'six'days'(Divol,'2012).'

Another'example'of'the'use'of'social'network'marketing'is'the'Pinterst'“Volvo'Joyride”'challenge.'Instead'of'

creating'another'commercial'with'a'sleek'and'shiny'car'negotiating'curvy'mountain'roads,'Volvo'took'a'different'

approach.'They'wanted'to'focus'on'the'design'of'the'car–not' just'on'the'road'but'on'today’s'mostThyped'visual'

social'media'platform,'Pinterest'(Cake'Group'New'York,'2013).'The'agency'behind'the'advertising'wanted'users'to'

“become'a'part'of'the'design'conversation'and,'as'an'innovator'and'leader'in'the'social'space,'Volvo'knew'that'to'

attract'fans'their'outreach'had'to'be'a'natural'extension'of'the'Pinterest'platform”'(Cake'Group'New'York,'2013).'

Their'strategy'was'threeTfold:'

1. Leverage'existing'use'of'the'Pinterest'platform.'

2. Organic'promotion'through'partnership'with'influencers.'


'

3. Work'with'media'partners'to'promote'the'campaigns.''

'

Volvo' created' a' Pinterest' “Wish' List”' asking' users' for' their' ideal' Road' Trip' (Cake' Group' New' York,' 2013).'

“Called'‘Volvo'Joyride’,'users'were'allowed'to'pin'their'entire'road'trip'experience,'including'their'final'destination,'

their'outfit,'the'music'playlist,'the'car'(a'Volvo,'of'course)'and'the'stops'they’d'take'along'the'way”'(Cake'Group'

New'York,'2013).'

For'the'second'strategy,'Volvo'“partnered'with' influential'Pinterest'user'Victoria'Smith'(who'has'more'than'

450,000' Pinterest' followers)' to' participate' in' the' promotion' prior' to' launching' it' to' the' general' public”' (Cake'

Group'New'York,'2013).'Ms.'Smith'created'her'own'Volvo'Joyride'Pinterest'Wish'List'to'inspire'her'followers'and'

others'to'enter'the'contest.'Volvo'then'offered'her'a'car'to'take'her'dream'trip'from'San'Francisco'to'Lake'Tahoe,'

following'her'on'her'road'trip,'capturing'video'of'Victoria'telling'users'how'to'enter'the'contest'and'encouraging'

them'to'enter'to'win'their'own'trip'(Cake'Group'New'York,'2013).'

Volvo'also'worked'with'their'media'partner,'Havas'Media,'to'identify'and'leverage'existing'media'partnerships'

for' promoting' Volvo' Joyride' (Cake' Group' New' York,' 2013).' In' addition,' they' worked' with'My'Modern'Met' (a'

Federated'Media'blog)'and'Mashable'to'craft'articles'about'the'promotion'(Cake'Group'New'York,'2013).'

The'results'were' impressive.'Volvo’s'Pinterest’s'page'grew'from'155'to'1,033' followers' in' just' three'weeks,'

making' them' the'most' followed' luxury' car' brand' in' the'U.S.' on' Pinterest' (Cake'Group'New' York,' 2013).' Volvo'

received' more' than' 827' user' interactions' (like,' comment,' repin),' which' meant' roughly' 80%' of' its' followers'

interacted'with'its'board,'even'though'the'promotion'did'not'require'it'(Cake'Group'New'York,'2013).'“Volvo'also'

earned'media'coverage'in'more'than'20'blogs/online'publications,'which'equated'to'over'66'million'impressions”'

(Cake'Group'New'York,'2013).'

For'a'business,'keeping'an'eye'on'one’s'consumer'is'imperative.'“For'the'allTnew'2013'Dodge'Dart,'the'focus'

was' humor' and' reaching' out' to' millennials' who' like' their' information' served' with' a' side' of' comedy' and'

skepticism”'(Morris,'2013).'That'made'the'irreverent'tabloid'and'Website'The!Onion'the'perfect'partner.'“Dodge'

sponsored'The!Onion's'YouTube'channel'(with'over'200'million'views'to'date)'and'collaborated'on'a'threeTminute'

video'in'which'advertising'for'the'Dart'was'cleverly'smuggled'into'a'sketch'poking'fun'at...'TV'advertising”'(Morris,'

2013).'The'partnership'allowed'the'Dodge'Dart'brand'“to'connect'with'consumers''true'passions'while'affording'

them'the'opportunity'to'share'their'stories,'thus'driving'engagement'and'brand'favorability”'(Morris,'2013).''

In'conclusion,'automotive'manufacturers'and'dealers'need'to'understand'the'importance'of'branding'at'each'

stage'of'the'sales'cycle.'Younger,'openTminded'shoppers'are'increasingly'turning'to'multiple'screens'not'only'for'

research'and'discovery,'but'also'to'share'their'buying'experience'(Morris,'2013).''

Tablets'in'particular'should'become'very'important'for'auto'shopping'(Morris,'2013).'Combining'sight,'sound,'

and'motion'with'the'convenience'of'a'device'that'sits'in'your'lap,'tablets'are'the'perfect'marketing'devices.'Mobile,'

social' and' video' are' radically' changing' the' shopping' ecosystem' as' it' is' being' built' out' (Morris,' 2013).' “By'


'

harnessing' the' unique' insights' and' immersive,' personal' experiences' afforded' by' digital' brandTbuilding,' auto'

marketers'can'adapt'for'greater'sales'and'longTterm'loyalty”'(Morris,'2013).''

Automobile'manufacturers' should' take'a' crossTplatform'approach.'They'must'do'any'and'everything' to'get'

into'the'“consideration'set”'as'brands'who'are'a'part'of'the'conversation'here'are'three'times'more'likely'to'be'

purchased'than'brands'that'aren’t'(Edelman,'2010).'''

For'automotive'consumers,'“vehicle'attention'may'rise'and'fall'throughout'shopping'and'ownership,'but'there'

are'brand'moments' to'be'won'at'each'stage”' (Morris,'2013).'As'customer’s'opinions' form'and'crystalize'during'

these'three'purchase'path'phases,'brandTbuilding'should'be'a'shared'responsibility'of'the'brand,' inTmarket,'and'

service'teams'(Morris,'2013).'The'winners'in'this'new'era'will'be'the'auto'marketers'who'use'new'digital'tools'to'

identify'and'connect'with'consumers'at'the'moments'that'most'matter'(Morris,'2013).''

In'the'preTmarket'stage,'Morris'(2013)'advises'automotive'brands'to'create'consideration'and'use'digital'tools'

to'connect'with'passionate'audiences'as'well'as'to'align'the'brand'with'something'consumers'care'about.'During'

the'inTmarket'phase,'the'focus'should'be'on'being'found'and'being'favorable'(Morris,'2013).'Driving'consideration'

and' purchasing' intent' across' all' screens' is' important' during' this' phase' as' it' fosters' engagement'with' the'most'

openTminded' shoppers' (Morris,' 2013).' Enabling' endorsements' through' social' and' mobile' channels' during' the'

postTmarket'phase'will'allow'newly'accessible'customer'information'to'anticipate'maintenance'needs'as'well'as'to'

delight'owners'(Morris,'2013).&

Service'moments'and'milestones'can'build'or'erode'longTterm'brand'engagement'and'loyalty'(Morris,'2013).'

Immediately'after'purchase,'87'percent'of'new'owners'say'they're'likely'to'buy'the'same'brand'next'time,'but,'the'

reality' is' only' 56' percent' do' (Morris,' 2013).' Owners' cite' service'moments' as' brand' influencers,' so' automobile'

dealership'should'treat'seemingly'mundane'maintenance'moments'as'important'branding'opportunities'(Morris,'

2013).&

'

Keywords&

Social'Media'Marketing,'Twitter,'Facebook,'automobile'marketing,'digital'marketing,'brand'advertising,'social'

network'marketing,'building'fanbases,'constant'consideration,'Automotive''Purchase'Cycle,'social'media'

influencers,'Blogging,'Geofencing,'Mobile'Apps,'Pinterest'

'

References:)

Bowen,'M.'(n.d.).'Social!MediaOOmore!than!friends,!fans,!and!followers.'Retrieved'from'Dealer'Marketing'Magazine:'

http://www.dealermarketing.com/internetTmarketing/socialTmedia/2659TsocialTmediamoreTthanTfriendsT

fansTandTfollowers'

Cake'Group'New'York.'(2013,'March'5).'Best!Use!of!Social!Media!for!Auto!Industry:!Volvo!Joyride.'Retrieved'from'

shortyawards.com:'http://industry.shortyawards.com/category/5th_annual/auto/r7/volvoTjoyride'


'

Dealer'Dot'Com.'(2012,'April).'The!Rise!of!loyalty,!advocacy!&!influence.'Retrieved'from'

http://www.dealer.com/assets/APCTStudyT21.pdf'

Divol,'R.'E.'(2012,'April).'Demystifying!social!media.'Retrieved'from'Mckinsey.com:'

http://www.mckinsey.com/insights/marketing_sales/demystifying_social_media'

Drive'Digital'Group.'(n.d.).'Legally!Steal!Your!Competitor's!Leads.'Retrieved'from'Drive'Digital'Group:'

http://drivedigitalgroup.com/geoTfencingTcampaigns/'

Edelman,'D.'(2010).'Branding!in!the!Digital!Age.'Harvard'Business'Review.'

eMarketer.'(2013,'June'12).'Auto!Manufacturers,!Dealers!Put!More!Coordinated!Ad!Dollars!to!Digital!O!See!more!at:!

http://www.emarketer.com/Article/AutoOManufacturersODealersOPutOMoreOCoordinatedOAdODollarsO

Digital/1009962#sthash.dsiZb4MG.dpuf.'Retrieved'from'eMarketer.com:'

http://www.emarketer.com/Article/AutoTManufacturersTDealersTPutTMoreTCoordinatedTAdTDollarsT

Digital/1009962'

eMarketer.'(2014,'March'31).'Facebook!Is!No.!1!for!Social!Commerce.'Retrieved'from'emarketer.com:'

http://www.emarketer.com/Article.aspx?R=1010721&RewroteTitle=1'

Goel,'V.'(2014,'March'23).'G.M.!Uses!Social!Media!to!Manage!Customers!and!Its!Reputation.'Retrieved'from'NY'

Times:'http://www.nytimes.com/2014/03/24/business/afterThugeTrecallTgmTspeaksTtoTcustomersT

throughTsocialTmedia.html?_r=0'

Morris,'M.'(n.d.).'Constant!Consideration:!Brand!Choice!on!the!Path!to!Vehicle!Purchase.'Retrieved'from'

thinkwithgoogle:'http://www.thinkwithgoogle.com/articles/constantTconsiderationTnewTvehicleT

study.html'

Russell,'M.'(2012,'January'28).'11!Amazing!Augmented!Reality!Ads.'Retrieved'from'Business'Insider:'

http://www.businessinsider.com/11TamazingTaugmentedTrealityTadsT2012T1?op=1'

Sharma,'C.'H.'(2008).'Mobile!Advertising:!Supercharge!Your!Brand!in!the!Exploding!Wireless!Market.'John'Wiley'&'

Sons,'Inc.'

Weier,'M.'H.'(2009,'October'5).'MercedesTBenz'launches'iPhone'App.'InformationWeek.'

'

©'Andrew'W.'Pearson,'2014'