Automotive social media marketing is expected to grow significantly in 2011 and beyond. By 2012, 88% of automotive marketers will use social media. Four in five car companies will use social media tools in 2011, and even more in 2012. Social media budgets are also expected to increase substantially, with more than 8 in 10 car companies planning increases in 2011. Measurement of social media efforts will move beyond superficial brand metrics to include actual sales conversions. Location-based services and mobile usage of social networks will also more than double between 2010 and 2015.
Emarketer webinar automotive social media trends 2011
1. JANUARY 20, 2011
Automotive Social
Media Marketing
Outlook for 2011
Presented by:
Debra Aho Williamson Sponsored by:
Principal Analyst
@DebraWilliamson
2. Trend #1
By 2012, 88% of
Automotive
Marketers Will
Use Social Media
3. Four in five car companies will use social
media tools in 2011; even more in 2012
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4. Changing automotive consumer usage
patterns make social media a must
Facebook is still growing. It’s a top site around the
world and the fourth largest in the US (comScore).
Worldwide usage is rising. Six out of 10 frequent
internet users worldwide have a social network profile (UM).
Brand interactions are increasing. Coupons,
deals and discounts are encouraging consumers to engage
with marketers.
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12. How Intel and GM manage social media
“Intel has been an early adopter in social “The brand teams have never budgeted their
media, but we haven’t funded it as well as own line items [for social media marketing].
many of us would like. Social media is not Now, marketing rightfully is becoming more
free. We don’t want to tap into our paid involved in the planning and budgeting, and
media budget. We want to separate those also the strategic side of it. The brands are
two while driving deeper integration between now baking social into their overall marketing
paid and social media.” budget.”
—eMarketer interview with Kathleen Malone, —eMarketer interview with Christopher
senior manager and social media strategist Barger, global director of social media
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14. As marketers
funnel more
funds toward
social media,
spending on
traditional
forms of
advertising
is falling
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15. Social media will rival email marketing
for budget increases
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16. Pepto Shelves Traditional Media
• July 2010: Cut traditional media
spending to 10%-20% of budget
• Created Facebook page, Twitter
feed
• Dec. 2010: Posted YouTube videos
starring ‘Hangover’ actor Ken Jeong
17. What Pepto Achieved
• 200% increase in online buzz year-
over-year
• Sales volume up 7% in July,
August, November
• 83,000 Facebook “likes” (but only
284 Twitter followers)
“The best results we’ve seen in years.”—P&G
18. Trend #5
Facebook is
Running Away
With the Display
Ad Market (or is it?)
25. Some demographic trends
75% of teens use Facebook. By age 17, 86% do
(Ipsos Public Affairs).
85% of online users ages 45-54 use some
form of social media, plus 79% of the 55+ group
(Harris Interactive).
If you are Hispanic, black and/or female you
are more likely to use Twitter. But overall, only
8% of online Americans do (Pew).
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26. Trend #7
“Like” Is Only the
Beginning of the
Automotive Brand
Relationship
28. Some stats to
• Facebook serves over 2 billion “like” buttons every day
• Over 2 million websites have incorporated the functionality
• “Like” buttons that incorporate faces of friends are up to 10x
more likely to be clicked
Source: http://www.scribd.com/doc/45301351/Building-your-Social-Presence-Across-the-Web-Social-Plugins-and-APIs-Simon-Cross-Le-Web-Workshop-12-9-10
29. But is it too
easy to click
the “like”
button? And
does it
create a
sustained
customer
relationship
for dealers
and car
companies?
30. Strategies for taking automotive
consumers from “like” to love
Quality may be more important than quantity.
Use your “likes” wisely; aim to drive more engagement, not
just collect fans.
Ask why. Always strive to learn more: Why was some
content “liked” and some not? What does “like” mean to YOUR
consumers?
Don’t assume that “like” lasts forever. It’s an
invitation to get closer, but it’s not an open door.
Twitter: @eMarketer @DebraWilliamson
35. Yes, Virginia, social media CAN deliver
actual car buying customers
There’s no excuse for not measuring.
47% of marketers aren’t even trying. What?!? (Econsultancy).
36% of marketers have used social media to
convert a customer from first contact to sale.
Another 25% are getting close (R2integrated).
Are we looking at measurement the wrong way?
A provocative viewpoint: Instead of tracking response to what you
do in social media, measure what consumers do and fit your
marketing into that.*
*Donna Hoffman & Marek Fodor, MIT Sloan Management Review, October 2010
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41. Trend #10
Coming up:
A preview of eMarketer’s
latest forecast for social
network ad spending in the
US and around the world.
42. Your Marketing Partner for Media, Content and Social Solutions
Media Content
Our Web Sites attract more than Our Studio produced ~2M text
100MM uniques each month articles and videos last year
Our Content Studio:
•13,000 freelance content
creators
Social •2 million text articles and
videos in 2010
Our Pluck Community Platform
powers 1B page views per month
Social
November 22, 2011
44. Pluck: Comprehensive Offerings to Power Your Social Mix
Technology
150+ Social Object Library
Start Simple
Differentiate Experiences
Reach Everywhere
Tools People
20+ Components 10+ Services Packages
Manage Community Move Quickly
Measure Results Minimize Costs
Protect Brand Mitigate Risk
November 22, 2011
45. Pluck: Delivering Results That Brands Value
Learn more at www.pluck.com
Engagement
8M+ interactions last month
Insight
500K+ member focus group
Conversion
“Twice the average trips to
stores.”
November 22, 2011 Lowe’s CEO Robert Niblock
46. Trend #10
Social Networks
Will Grab 11% of
US Online Ad
Spending in 2011
47. US social network ad spending
expected to rise 55% this year
11% of total
US online
spending
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48. Worldwide ad spending on Facebook to
rise more than $2 billion this year
Facebook’s Power:
• Will represent 7.7% of US
online ad spending in 2011
• Will control 68% of
worldwide social network
ad spending in 2011
• Performance marketers
will make up as much as
60% of ad revenues
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49. Social Media Outlook for 2011
Questions & Answers
Registrants will receive an email tomorrow that includes a link to view the deck
and webinar recording.
For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group
and click on Discussions.
To learn about eMarketer Total Access please visit www.emarketer.com/products
or contact us: (800) 405-0844 ben@emarketer.com
Sponsored by:
Presented by:
Debra Aho Williamson
Principal Analyst, eMarketer, Inc.
Twitter Hashtag – #eMwebinar