Wildfire by Google

1. Growing [Auto Brand’s] Brand Through Social
June 2013

2. Why We’re Here
Having a social
strategy as part of
your integrated
marketing plans is
key for success
1
The Path to Purchase
2
Responding to Consumers
3
2013 Trends & Innovation
4
Next Steps
Google Confidential and Proprietary

3. The Path to Purchase

4. 52%
of car owners change
brands when buying a
new vehicle
Source: Polk
Google Confidential and Proprietary

5. An Opportunity to Influence the Moments that Matter
63%
of new car buyers have an
initial brand in mind before
they start researching, but...
only
20% buy
the first vehicle
they research
Source: Polk
Google Confidential and Proprietary

6. The Path to Purchasing a Car is Increasingly Social
94%
of Americans are likely to
turn to social media
when buying a car
75%
of vehicle buyers find
social networks useful
PURCHASE
33%
of social network
users follow Auto
brands to get advice
on purchases
Source: emarketer, accenture
21%
of auto purchase decisions
are influenced by social
media – more than any
other industry
Google Confidential and Proprietary

7. 76%
of consumers feel that the auto
sector significantly lags other
retail industries in the use of
digital media tools such as video
and 360-degree tours
Source: accenture
Google Confidential and Proprietary

8. Responding to Consumer Behaviors

9. Customers are changing their online behavior,
so dealers and automakers need to adjust their
strategies to meet those customers where they
are online and with the information they’re
looking for.
Kate Bullach
VP Marketing & Communications
FordDirect
Source: emarketer
Google Confidential and Proprietary

10. US Automotive Industry Adjusts Media Mix
Ad Spending Growth, 2013
% change vs. prior year
26%
Digital
-8.6%
-13.4%
-13.8%
-25.6%
Source: eMarketer
Newspapers
Radio
Television
Directories
Google Confidential and Proprietary

11. Online Ad Spending is on the Rise
billions
8
$6.34
$6.90
$7.44
$5.58
6
$4.35
4
$3.52
2
0
2011
Source: eMarketer
2012
2013
2014
2015
2016
Google Confidential and Proprietary

12. The Digital Shift
Channel Growth, 2013
% change vs. prior year
80%
60%
40%
20%
0%
Source: Nielsen
Google Confidential and Proprietary

13. 2013 Key Trends & Innovation

14. Key Trends in Auto
It’s The Year
of Brand
Advertising
Brands Don’t
Sell Brands,
People Sell
Brands
Focus on a
Younger
Audience
Think
Globally,
Act Locally
Google Confidential and Proprietary

15. Trend 1: The Year of Brand Advertising

16. Marketers Focus on Brand Advertising
63%
2013 Digital Spend by Objective
Automotive Industry
of marketers expect to increase
online brand advertising budgets in
2013 vs. only 51% who plan to
increase direct response
Direct
Response
60%
Source: eMarketer
Brand
Advertising
40%
Google Confidential and Proprietary

17. Auto Brands are Fiercely Consistent Across Channels
Google Confidential and Proprietary

18. BMW Engages Consumers with Aspirational Content
Album received 400k+ likes
and 65k+ shares; contest had
1,500 video entries
As an aspirational brand....we’re
constantly looking at types of content—
lifestyle content, cultural content and
more product-focused content, such as
technology or design stories. Keeping
our fan base in the know about all things
BMW is at the core of what we’re trying
to do.
Kate Alini
Social Media & Emerging Technologies
BMW of North America
Google Confidential and Proprietary

19. Rapping Parents are Viral Video Gold
“The Motherhood",
promotes the British
release of the Fiat 500L
and has received over
4M views.
Google Confidential and Proprietary

20. Kia’s Hamster Commercial Goes Viral
Watch Video
A funny, weird and
provocative viralworthy video that
captured Kia’s brand
identity tagline…a
new way to roll.
Google Confidential and Proprietary

21. Smart Car Defends Brand Image with Poop Tweet
Watch Video
.
In just 3 days,
the tweet generated
Wildfire customers
vs. industry standards
22M+
Impressions
1,755%
growth in Twitter
followers
27%
Increase in positive
sentiment
Source: http://industry.shortawards.com
Google Confidential and Proprietary

22. Trend 2: Brands Don’t Sell Brands, People Sell Brands
Google Confidential and Proprietary

23. We can do all the amazing advertising in the
world, but if a friend or a family member tells you
their story, it has a higher level of credibility.
Timothy Mahoney
EVP, Chief Product and Marketing Officer
Volkswagen America
Source: http://www.bu.edu/
Google Confidential and Proprietary

24.
Car owners who are fans of their
manufacturer are stronger
advocates than those who aren’t,
and are able to share their
recommendations with
3x
more people than the average
Facebook user
Source:
emarketer,
April
2011
Source: http://www.dealermarketing.com
Google Confidential and Proprietary

25.
Readers of consumergenerated reviews and
“forums” on Edmunds.com,
the automotive site, are
590%
more likely to buy a vehicle
than average site visitors.
Source: edmunds.com
Source: eMarketer
Google Confidential and Proprietary

26. Collaborative Car Configurator by Prius
Car shoppers get
immediate input on their
potential purchase by
inviting family and
friends to a Google+
Hangout interactive
video chat.
Google Confidential and Proprietary

27. Nissan Gets Geneva Motor Show Attendees to Amplify Brand
.
When guests swiped their
.
badges at one of 14
activation points, information
was instantly posted to
social networks
Google Confidential and Proprietary

28. Ford Uses Crowdsourcing to Release the 2014 Fiesta
The 2009 Fiesta crowd-sourcing
campaign generated 1.8M Facebook
fans and 206k Twitter followers –
reinforcing that consumers value
other consumers testimonials.
Ford spent only 10% of what a
traditional new-car launch would
have cost while still driving 40%+ in
awareness and sales of 10,000 units
in the first six days of the launch.
Source: http://www.forbes.com
Google Confidential and Proprietary

29. Trend 3: Focus on Young Drivers
Google Confidential and Proprietary

30. More than nine of 10
millennials -- "Generation Y"
babies born between 1980 and
2000 -- turn to the Internet when
shopping for a new car or truck
Source: http://nbcnews.com
Google Confidential and Proprietary

31. Millennials are Using Phones to Connect
Google Confidential and Proprietary

32. Social Channels, Like YouTube, Can Deliver a Massive Number of Millennials
Watch Video
Six
of the top twenty mostwatched advertisements
on YouTube of all-time are
automotive related
Source: The role of Internet in the New Car Purchase, Google
Google Confidential and Proprietary

33. Mercedes’ “Generation Benz”
Mercedes created a social
community of 20- and 30something customers,
dubbed "Generation Benz,"
whom Mercedes marketing
teams regularly consult
about habits and
preferences.
Google Confidential and Proprietary

34. Dodge Dart Registry, a First-Ever Crowd-Funded Platform for Car Buyers
.
.
Since its launch, over
6,000 people have
participated in this
social experiment by
signing up for their own
Dart Registry.
Source: http://therealtimereport.com
Google Confidential and Proprietary

35. Trend 4: Think Globally, Act Locally
Google Confidential and Proprietary

36. 31%
of car buyers indicated they would likely
interact on Facebook with the dealership
they purchased from, if that ability were
available
36%
maintenance
of buyers make
decisions based on social media
Source: http://drivingsales.com
Google Confidential and Proprietary

37. Ohio Dealership Connects the Ford Brand with the Local Community
We build expectations,
relationships and trust through
online dialogue, knowing that if
we successfully accomplish all
three, we will be first in the
customer’s mind when it comes
time to service or purchase a
vehicle.
Google Confidential and Proprietary

38. Advantage Nissan Shifts to Social Marketing & Drives Sales
Advantage Nissan used to
spend $25,000 monthly on
weekly newspaper, radio and
TV advertising. Now the
team spends $8,000 on
digital ads and social
marketing, which results in
68% of business starting
online
Source: http://drivingsales.com
Google Confidential and Proprietary

39. Discussion & Next Steps