Keynote Auto Summit: Measuring Engagement in the Auto Industry

Dr. Natalie L. Petouhoff @drnatalie www.DrNatalieNews.com

•  Increase your Brand’s Engagement •  Drive More Customers Through Marke;ng Funnel •  Reduce Your Social Media and Content Costs •  Show Social Media ROI

The Evolu*on of Social Media Marke*ng in the Automo*ve Industry:

HOW TO GO BEYOND THE “LIKE” TO MEASURE ENGAGEMENT

My goal today is:

Provide My Exclusive research Insights

The Top Automo*ve Companies

With the Best Social Media Engagement

Dr. Natalie L. Petouhoff @drnatalie www.DrNatalieNews.com

THERE’S A NEW WAVE OF BRAND BUILDING

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Logos are static They don’t talk They don’t have conversations They don’t engage

@drnatalie

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Brands… NOW must become

Social EXPERIENCES

@drnatalie

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Because Marketers are in…

Which means you have to figure out how to make your brand

A Digital EXPERIENCE

Take for instance THE “ENGAGEMENT” ON George Takei’s Facebook Page…

>3M Talking About This @drnatalie hEp://bit.ly/AutoSummit2013

Let’s look aT one of the photos he shared… 179,224 Likes

313,953 Shares

@drnatalie hEp://bit.ly/AutoSummit2013

Here’s a Video Map of Engagement: How 1 Piece of Content Gets Shared

*Source: Stamen hEps://vimeo.com/50730773

•  Starts from George •  People share it •  Shares spawn new

shares

hEp://www.facebookstories.com/stories/2200/data-‐visualizaUon-‐photo-‐sharing-‐explosions

The two colors are gender July to September 2012

Engagement ��is essentially people sharing content ��

All that sharing is

what’s causing the

BIG DATA

Explosion!!!


Where content is: status updates, links, photos, videos, etc…

So With >3.5B pieces of content Shared / Week

How can marketers make sense of all this B.I.G. DATA?

in SOCIAL & DIGITIAL INTERACTIONS…

Many people have turned to keyword-‐based social media monitoring and listening

to know what their customers are saying

And that’s necessary

and good to do but…. @drnatalie hEp://bit.ly/AutoSummit2013

The first two phases were driven by the: 1. Innovators

2. Early Adopters

BUT SOMETHING HAS SHIFTED THE NEED FOR SOCIAL MEDIA ROI

We’re in the “third wave” of social media.

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They don’t need a business case to adopt

something NEW

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•  They are driving the questions about social media ROI •  They want proof before they’ll get on board for larger social media budgets •  To get to social media ROI we have to go beyond social media monitoring

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But the early majority are pragmatists…


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Top companies told me they are are wondering how to take their social media ini*a*ves to the next level…

• Do more of the right things

• Put structure around what is unstructured

• Benchmark “As Is”

• Create a strategy and plan

• Track the progress

• Gather the right metrics

• Create and sustain world-‐class social media brand

• Jus*fy the social media budget to senior leadership


SOLUTION is: measure engagement

To know for sure if The Content

IS driving marke*ng Success


To measure & compare engagement requires something new…

It’s based on customers’ collec*ve: •  Ac*ons •  Interests •  Needs •  Wants •  Dreams •  Behaviors….

That’s where interest graph data comes into play

That’s how you gain an emo*onal connec*on


• Brand have to be publishers

• Content budgets increasing • Promoting content can be

expensive

The challenges and the truth is…


Step 1: Gather Insights Step 4: Create Engaging Content

Step 3: Find Your Audience

Step 5: Design SUcky Engagement

Step 6: Stop the PoliUcs; Gain Org Alignment

Step 2: Create a Measurement Program

My research helped me develop a Strategy for:

Return on investment for social media

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7 Steps To Fast Track Success Step 7: Iterate and Pivot

Based on the UCLA Course

We did many Social Media Brand Assessments

•  An objec*ve assessment •  Recommenda*ons •  Short & long term strategic •  Short & long term tac*cal plan

That determine where companies are compared to best prac*ces & compe*tors…

Social Media Brand Report They got…

Top Brand


With the score, The brand was ready to go to the next level…

Our research showed that… Social Media Benchmark Assessments place brands in a leadership position…

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•  Clear answers and strong guidance •  A disUncUve voice •  A compeUUve advantage…


Newest Insights Report on the Engagement in the Automo;ve Industry


Let’s look at some Benchmark data

We are going to look at interest graph data

OF VARIOUS GROUPS OF AUTOMOTIVE BRANDS

WHO DO YOU THINK RANKS HIGHEST IN ENGAGEMENT?



Brands in this Report •  Mercedes Benz •  Audi •  Jaguar •  Lexus •  BMW USA •  InfiniU •  Volvo

Highest Engagement? •  Overall Avg Engagement: Mercedes Benz •  Avg Facebook Engagement: Mercedes Benz



Highest Engagement? •  Twiier: Audi

Brands in this Report: Toyota Mazda Honda Nissan Volkswagen Hyundai


Highest Engagement? •  Avg Facebook Engagement: Toyota



Highest Engagement? •  Twiier: Toyota

To Increase Engagement Winning Brands Master…


What Type of Content Do You Think is Most shared?

•  Links • Videos • Photos •  Status Updates • Offers • Music

CONTENT TYPE:

Photos

Video

Type of Content Most shared: PHOTOS

Offer What type of content is your brand crea*ng the most of? Is that the best choice?


Type of Content

# of Interac*ons

Photos 3001

Videos 960

Links 8

Status Update 20

Offers 0

Music 0



What’s The best Day To Post content?

KNOW WHEN TO POST CONTENT

Twiier

Photos & Videos On Thursday

For the highest engagement @drnatalie hEp://bit.ly/AutoSummit2013



Let’s look at Nissan’s Content

KNOW WHAT THEIR BEST CONTENT IS

Twiier

Top Trending Nissan Content

For the highest engagement @drnatalie hEp://bit.ly/AutoSummit2013

When you stumble upon a good story, it will: •  move you deeply •  make you squirm •  wake you up •  make you want to share it with your best friend •  make you want to rally to the cause

Once the rela=onship is created, it leads to purchases in authen=c way unlike any other market technique.”

Top Crea*ve Agencies Use Storytelling Content-‐-‐ Social Media is a Storytelling Medium

—Neil White President & CEO BBDO Proximity

Reason for good storytelling “content” shows how your product will affect the lives of your buyers

•  Powerful, yet underuUlized •  Humanizes the brand

•  Creates emoUonal connecUon to products

•  Creates the conversaUon with target audience

•  Drives natural flow through the markeUng funnel



Let’s look at Nissan’s Affinity Brand Content

KNOW WHAT THEIR BEST AFFINITY BRAND CONTENT IS

Twiier

Nissan’s Top Trending Affinity Brand Content

For the cura*on & save $$ @drnatalie hEp://bit.ly/AutoSummit2013

Source: Walmart on Twiier

Source: Walmart on Twiier

Source: Top Gear on Facebook



Let’s look at Nissan’s Affinity Fans

FINDING FANS THAT YOU DIDN’T KNOW YOU DIDN’T KNOW YOU COULD REACH

Photos

Video

Fans of Affinity Brands increase list of the best fans for your brand

Offer

How do you find who to follow

& interact with

to drive the best engagement?


Create a strategic Content Calendar

Type Mon Tues Wed Thurs Fri Sat Sun

Status optional 10 optional optional 20 15

trending posts optional 25 optional optional 40 30

Link optional optional optional 12 optional

trending posts trending posts optional optional optional 20 optional

Photo 7 14 repost 14

trending posts 15 20 repost 20

Video 8 repost repost trending 6

8 repost repost trending 6

Optimized Posting Schedule For Best Engagement

Now you know the best content type, days &

times to post… Results in

>30% engagement

@drnatalie

Today we covered How to make the best decisions about Increasing engagement & the effec*veness of your

Social media & Marke*ng Spend Your homework is to master: 1.  Knowing what format of content to create 2.  Knowing where their engagement stacks up compared to their

competitors 3.  Knowing what channel to post on 4.  Knowing when to promote the content so it’s seen 5.  Knowing what type of fans to engage with 6.  Creating a lot of that great content 7.  Saving money on content creation by curating highly trending content 8.  Creating an editorial calendar for posting/ reposting content 9.  Making smart choices on ad buys & marketing partnerships

@drnatalie

A simple way to use big data…

to Compare Your engagement to Your compe=tors…

and

Make beDer social media marke=ng decisions…

And GET ROI x


Great Social Engagement Is About Knowing what drives engagement

@drnatalie www.DrNatalieNews.com

THANK YOU

Access Insights http://bit.ly/AutoSummit2013

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Keynote Auto Summit: Measuring Engagement in the Auto Industry