Piskorski-Seguros

Social Strategies in Automotive Industries
Follow me on Twitter: @mpiskorski
Associate Professor of Strategy and Richard Hodgson Fellow
Harvard Business School

1
© 2012 Mikolaj Jan Piskorski

2,000,000,000+ internet users are very social
Index of relative number of visits
Company website

Politics

Newspapers

Social

0 20 40 60 80 100
Number of visits

And they are your customers!
16%
Percentage of social networkers

14%

12%

10%

8%

6%

4%

2%

0%
15-24 25-34 35-44 45-54 55+
Women Men

And they are your customers in Chile too!
1.6

1.4

1.2
Millions of users

1

0.8

0.6

0.4

0.2

0
18-24 24-35 36-45 45-55 55-
Male Female


They love to look at other people, not companies…

Email
Adding/remo
5%
ving friends
8%

Adding
content
8%
Viewing
pictures and
profiles
79%


They also love video and mobile…
• Video
• 80% of social platform users do this
• Average = 150 videos/month
• Men watch 2x as many videos as women do

• Mobile
• 40% global cellphone users have data access
• Primary activity: search + social networks
• 45% of Facebook traffic is mobile now

Social media is critical to car industry:
Bought as a result of seeing content on social media

Nonalcoholic beverages
Healthcare
Personal care
Alcoholic beverages
Travel
Financial services
Food
Automotive

0 5 10 15 20 25
Percentage of social network users

Social is critical to automobile industry:
People use social when they make decisions

• 80% of auto shoppers in US use Facebook
• 30% use it to make car buying decision
• 41% saw post and added a car to consideration
• 58% mentions new car purchase on Facebook

• What kinds of content matters to them?
• 60% will get advice from friends
• 60% will go to company page on Facebook
• 50% will go to dealership page on Facebook

Social is critical to automobile industry:
They want to connect to brands and other drivers!
70
Percentage of respondents

60

50

40

30

20

10

0
Discounts Get advice Identify with Customer Connect to other
brand service consumers

Food Travel Financial services Cars


Four steps to successful social strategy
Find your current
and future customers

Integrate social Make their social
technologies into experience better
your business

Get them to tell their
friends how great you are

Connect:
Use a Facebook Page as your entry point


Connect:
Ask your customers off-line to “Like” you


Connect: Ask on-line customers to “Like” you
and use the power of social endorsement!


Engage:
Content that makes their social experience better

• You are not a friend,
you are a brand
• Research shows you
should stay on brand

• Use pictures and video
• 30% people search for
car after seeing a video
of it online


Engage:
Content that makes their social experience better

• Get others to tell your
story
• 60% people do not
believe stories that car
companies tell
• User generated content
• Volkswagen
• Ford Fiesta Movement
• Chevy Sonic

Engage:
Typical economic outcomes for social campaigns

• Ford Fiesta
• Some videos received 200,000 views – average 1,600
• 1st quarter name recognition at 42% of intending to buy
• Compare to 23% for Nissan Cube comparable
• 289,000 website visitors vs. 144,000 comparable
• 20% configured vehicle online
• 72,000 annualized test drives
• Cost them roughly $6 million
• $83 / test drive versus $300 average for the category

Influence:
Get people to tell their friends how great you are


If you really want friends to influence others,
you need to integrate into product experience


Integrate:
eBay and GroupGifts


Integrate + Influence:
eBay and GroupGifts


Economic outcomes of integration campaigns

• Lots of happy people getting gifts
• Average 4.2 contributors

• Economic benefits
• Average ticket price increased 5 times
• 1 in 3 people signed up for a PayPal account
• Everyone returned to eBay four times

• How much did this cost eBay?
• Fixed cost of technology, nothing in marginal costs

General prescription
Use Facebook Platform
• To get friendship data
• To write to people’s profiles

How American Express
is growing market share
over Visa and MasterCard?

And get them to do To connect people to
tasks for you each other in ways
• Such as advertising or • They can’t connect on FB
providing inputs for free as • Or in the off-line world
they connect to others


How to leverage this in car selling?
Use Facebook Platform Use your Facebook
• To get friendship data to sign up for
• To write to people’s profiles exclusive preview
test rides…

And post this on your
Facebook page to
get your friends to
vote for you Want to be the 1st to test ride?

And bring at least
© 2012 Mikolaj Jan Piskorski three friends!

How to leverage this in car selling?
Use Facebook Platform Sign up if you
• To get friendship data already own
• To write to people’s profiles

Post on-line
discounts for your Come to service
friends to use your car


Four steps to successful social strategy
Start with
Facebook Pages

Make sharing Provide pics and video
central to your and get others to do it
business model

Get people to share
content with their friends

Thank you!
@mpiskorski
More detail: http://bit.ly/SocialCarReport

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