social media strategies - am digital dealer conference 2013

31
Social media strategies: Facebook Maeve O’Sullivan / Content Director / Headstream September 12, 2013

Upload: headstream

Post on 20-Aug-2015

1.586 views

Category:

Technology


0 download

TRANSCRIPT

Social media strategies: FacebookMaeve O’Sullivan / Content Director / Headstream

September 12, 2013

Source: http://www.flickr.com/photos/jdlasica/

“A revolution doesn’t

happen when society adopts

new tools,

...it happens when society

adopts new attitudes and

behaviours”

Clay ShirkyProfessor NYU

The Vatican 2005

Connected People

Connected People

The Vatican 2013

Connected People

Always On

75% of female car buyers and 54% of male car buyers use Facebook

(Digital Air Strike 2013)

Smartphone users visit Facebook 14 times a

day(IDC 2013)

21% of people use social media on a mobile device to contact a

company while in store(NYU 2012)

62% of smartphone users reach for their devices

immediately after waking up(IDC 2013)

300m photos are uploaded to Facebook each

day (Facebook, 2011)

4.75 billion pieces of content are shared on

Facebook daily(Facebook, 2013)

Connected People

Content creators

Connected People

Advocates

Source: http://www.flickr.com/photos/pcw_1333/

Buyers who like dealers on Facebook are more likely to make

positive comments when purchasing and write

recommendations(Digital Air Strike, 2013)

69% of Facebook users in the automotive purchase process indicated that a friend’s favourable post

about a dealership positively impacts their opinion of that

dealership(Dealer.com, 2013)

Connected People

3/5 people remove a dealer from consideration due to

poor online response(Leadsift, 2013)

Consumers

A relevant recommendation from a trusted friend is up to 50 times more likely to trigger a purchase

(Branderati, 2013)

Social Brands

Create a community of advocates

•Meaningful relationships•Listening•Good social behaviour

Social Brand Strategy

Social Brands 100www.socialbrands100.com

Benchmarking performance in partnership with

715Brands

23Industries

AUTOMOTIVE • CHARITY • CONSUMER ELECTRONICS • COSMETICS &

BEAUTY • EDUCATION • ENTERTAINMENT • FINANCIAL SERVICES •

FMCG • HOSPITALITY • LEISURE • PROFESSIONAL SERVICES • PROPERTY

• BUILDERS • PUBLIC SECTOR

PUBLISHING & MEDIA • RETAIL • SHOPPING CENTRE

SPORTS APPAREL • TECHNOLOGY • TELECOMMUNICATIONS •

TRANSPORT AND LOGISTICS • TRAVEL • UTILITIES

The research in partnership with

The findings

25%Retail

15%Charity

15%Travel

11%FMCG

Top industries

8. SEAT Mexico35. Audi UK78. Toyota UK

Automotive brands

=1. Appliances Online=1. Guess 2 Give2. Thomas Cook UK3. UPS4. Thomson Holidays5. Captain Morgan GB6. SEAT Mexico7. American Airlines8. Tesco9. First Choice Holidays

Facebook brands

No. 1 platform

•Listening: Willing to join conversations

•Content: Informing and entertaining•Customer care: Timely responses

Facebook performance

Case Study: Appliances Online

Listening

Listening

Content

Customer care

Listening

Content

Customer care

Listening

Content

People

Customer care

Listening

Content

People

Case Study: Apple Auto Group

Listening

Content

Listening

Listening

Content

Listening

Customer care

Content

Listening

Customer care

Content

Listening

Customer care

Customer care

People

Content

•Understand your purpose•Be authentic•Listen•Play nice

Being a social brand

Maeve O’[email protected]

@maeve_os

Thank you

www.slideshare.net/Headstream