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Subaru
Lauren Papasidero
How Subaru shares the love from its
loyal fans and uses UGC to maximize
organic social media
MEM
...
1
How Subaru
Shares the Love
From Its Loyal Fans
and
Uses UGC to Maximize
Organic Social Media
Lauren Papasidero
@LaurPapa...
2
Who Owns Your Brand’s Social Media Channels?
3
At Subaru, Social is Owned by Public Relations
4
Social Content from Subaru PR is Organic…
NO paid support!
2M+ Fans 350K + Followers 275K +Fans
5
Marketing Occasionally Runs Paid Campaigns
6
Daily Content Comes from PR and is….
7
Earned Social Media is HARD!
8
Lucky?
9
Our owners LOVE their Subarus
and they love taking pictures of their cars
10
Make it easy for fans to be a part of your story
Easy for fans to
experience
Brand’s Story
Easy for fans to
add to Bran...
11
Subaru social needed to embrace storytelling
Because what we had, wasn’t working.
12
Written word is great, but…
13
Stop them in their scroll? Use multimedia.
14
Leveraging our fans started working and fans
began noticing our use of UGC
15
Fan Photos Kept Coming
16
We listened to fans and noticed a trend…
17
#SubarusandSunsets
18
We noticed other Subaru trends & had to leverage
them
19
#ItsASubieThing
20
ALL OF A SUDDEN,
FANS STARTED
SENDING US ALL
KINDS OF
UNIQUE UGC CONTENT
21
Fans Started Sharing Photos of Their
Children …. So, we created #Subababy and
#FutureFanPhotoFriday
22
Stay timely and current, use what is familiar
23
#WRXmas Prep
Awareness
Posts
Starting after
Thanksgiving
Multiple
Requests for
#WRXMAS
Content
18 Days of
scheduled
#WR...
24
#WRXmas
25
Success
26
#WRXmas THANK YOU Gifts
27
UGC Works for Organic Content!
VISUAL PERSONALIZED
SNACKABLE SHARE-ABLE
UGC
WORKS!
28
Emotions Help Personalize Social Media
Emotions
Engagement
Experiences
29
Best Part About Using UGC….
30
Exclusive Thank-You Gifts
31
Fans Posted Their Gifts and People Took
Notice
32
Using UGC Builds Brand Loyalty and Love
33
It’s Important to Talk to Your Customers
34
Build Relationships and Trust
35
Pay to Play? No! Organic Can Work!
36
For Every Piece of Content You Share…
Why would
a fan care?
Why would
a fan share
the content?
What do
they want to
sha...
37
EMBRACE YOUR ADIENCES
PERSONA AND OWN IT
38
Summary
• Organic Social Media is NOT dead!
• Pay attention to what your
audience needs and wants
• What resonates with...
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Learn mo...
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Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero

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In her SocialMedia.org case study presentation, Subaru's Lauren Papasidero explains how they integrate user-generated content into their social media strategy.

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Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero

  1. 1. Subaru Lauren Papasidero How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016
  2. 2. 1 How Subaru Shares the Love From Its Loyal Fans and Uses UGC to Maximize Organic Social Media Lauren Papasidero @LaurPapasidero
  3. 3. 2 Who Owns Your Brand’s Social Media Channels?
  4. 4. 3 At Subaru, Social is Owned by Public Relations
  5. 5. 4 Social Content from Subaru PR is Organic… NO paid support! 2M+ Fans 350K + Followers 275K +Fans
  6. 6. 5 Marketing Occasionally Runs Paid Campaigns
  7. 7. 6 Daily Content Comes from PR and is….
  8. 8. 7 Earned Social Media is HARD!
  9. 9. 8 Lucky?
  10. 10. 9 Our owners LOVE their Subarus and they love taking pictures of their cars
  11. 11. 10 Make it easy for fans to be a part of your story Easy for fans to experience Brand’s Story Easy for fans to add to Brand’s story Easy for fans to be a part of Brand’s story Inspires fans to share content
  12. 12. 11 Subaru social needed to embrace storytelling Because what we had, wasn’t working.
  13. 13. 12 Written word is great, but…
  14. 14. 13 Stop them in their scroll? Use multimedia.
  15. 15. 14 Leveraging our fans started working and fans began noticing our use of UGC
  16. 16. 15 Fan Photos Kept Coming
  17. 17. 16 We listened to fans and noticed a trend…
  18. 18. 17 #SubarusandSunsets
  19. 19. 18 We noticed other Subaru trends & had to leverage them
  20. 20. 19 #ItsASubieThing
  21. 21. 20 ALL OF A SUDDEN, FANS STARTED SENDING US ALL KINDS OF UNIQUE UGC CONTENT
  22. 22. 21 Fans Started Sharing Photos of Their Children …. So, we created #Subababy and #FutureFanPhotoFriday
  23. 23. 22 Stay timely and current, use what is familiar
  24. 24. 23 #WRXmas Prep Awareness Posts Starting after Thanksgiving Multiple Requests for #WRXMAS Content 18 Days of scheduled #WRXmas posts BEFORE 12/1!
  25. 25. 24 #WRXmas
  26. 26. 25 Success
  27. 27. 26 #WRXmas THANK YOU Gifts
  28. 28. 27 UGC Works for Organic Content! VISUAL PERSONALIZED SNACKABLE SHARE-ABLE UGC WORKS!
  29. 29. 28 Emotions Help Personalize Social Media Emotions Engagement Experiences
  30. 30. 29 Best Part About Using UGC….
  31. 31. 30 Exclusive Thank-You Gifts
  32. 32. 31 Fans Posted Their Gifts and People Took Notice
  33. 33. 32 Using UGC Builds Brand Loyalty and Love
  34. 34. 33 It’s Important to Talk to Your Customers
  35. 35. 34 Build Relationships and Trust
  36. 36. 35 Pay to Play? No! Organic Can Work!
  37. 37. 36 For Every Piece of Content You Share… Why would a fan care? Why would a fan share the content? What do they want to share?
  38. 38. 37 EMBRACE YOUR ADIENCES PERSONA AND OWN IT
  39. 39. 38 Summary • Organic Social Media is NOT dead! • Pay attention to what your audience needs and wants • What resonates with your audience • Notice what your audience engages with and use it! • Make it emotional • Involve your audience as often as you can
  40. 40. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016

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