How (and why) social media has emerged as one of the most powerful tools for marketing automobile

1. Why Automobile Marketers Love Social Media
1

2. A Car is more than a car!
 Social Media works best when you are marketing a passion and
not a product
 Our cars and bikes for most of us are not just a product but a
passion

3. Research, recommendation and advocacy
 What sells a car - research, recommendation and loyalty
 Traditional media can provide none of the above to satisfaction
 Social Media, however, engages audience across all the three
Source: Webdesignerdept

4. Enough time bandwidth for engagement
 Car purchases are not impulse based; consumers take time to
research
 Marketers need to engage customers and develop relationships
in this time. Social Media works best here
Source: aigle_dore

5. How auto industry is using social media?

6. Strategy 1 – Listen And Respond

7. Social Media Superstars for car brands
 Auto majors are getting their
senior staff to become the
brand’s face on social media
channels
 Very active presence on
networks like Facebook,
Twitter, YouTube
Source: http://twitter.com/#!/scottmonty
http://twitter.com/#!/AdamDenison

8. Toyota ‘diggs’ itself out of crisis
 Following the massive
Toyota car recall in January
2010, Toyota created a
campaign on Digg where
audience asked Toyota
questions and the most
‘Digged’ question were
answered by the brand in a
video interview
Source:http://mashable.com/2011/09/01/
toyota-digg-recalls/

9. Strategy 2 – Conversations With Customers

10. Conversations with blogs
 Brands like GM and
Volkswagen manage
customer focused blogs to
help them in their research
for cars and provide
valuable info about cars and
their passion for driving
Source: http://fastlane.gmblogs.com/

11. Strategy 3 – Microcampaigns

12. VW - Fanwagen
 Volkswagen launched the
Fanwagen app on Facebook
asking users to vote among
2 VW classics – The Beetle
and the T1
 The participants had a
chance of winning one of the
classic cars loaded with
various social media
features like updates that
could be printed, relationship
status near the number plate
etc
Source: www.fanwagen.com

13. Harley Davidson – Fan Machine
 Harley Davidson Fan
Machine is a contest of H-D
fans to use their creative
muscle to come up with
innovate ideas for H-D, while
others vote their favorite
ideas
Source:http://www.facebook.com/harley-
davidson?sk=app_287271767949556

14. Toyota – 100 cars for good
 Toyota decided to donate
100 cars to organizations
that needed them for doing
good
 Many non profits
participated while others
voted for the non profits they
thought needed the cars
most
Source:
http://apps.facebook.com/carsforgood/

15. Honda – Super civic quest
 Social Quest by Honda.
 Took participants across
various clues and
challenges across different
Honda channels to win a
Honda Civic
Source:http://www.wired.com/magazine/
2011/06/dude-wheres-cesars-car-the-
super-civic-quest/

16. Strategy 4 – User Generated WOM
Campaigns

17. Chevrolet – The road we are on
 Asked customers to share
their memories with
Chevrolet
 The campaign also
showcases documentary
style webisodes about the
Bridgeville town and the role
Chevy has played in its
history and culture
Source: http://roadwereon.chevrolet.com

18. Toyota – The Camry effect
 Another story sharing
campaign by Toyota
 Showcases stories from
Camry users about their
experiences and memories
with the Camry
Source:
http://www.toyota.com/camryeffect/

19. Jeep – Have fun out there
 User generated campaign
showcasing jeep customers
putting up content ( Photos/
videos) with Jeep as a
partner in their fun
Source:
http://www.jeep.com/hostb/sitlet/experie
nce/media/#/featured/0

20. Volkswagen – Fun Theory
 In its social initiative,
Volkswagen launched a
public campaign asking
people to post ideas about
exciting and fun ways to
change people’s behaviour
 In the teaser campaign, they
converted a subway
staircase into a large piano
with each step as musical
keys, to encourage people
to use stairs more than
escalators.
Source: http://thefuntheory.com/

21. Strategy 5 – Social Reality Shows

22. Ford – Fiesta Movement
 Ford in order to generate
buzz about the launch of the
new Fiesta model, gave it
into the hands of 100 social
agents, who drove it across
US and completed various
missions
 Success of Chapter 1 led
Ford to launch the second
chapter
Source:http://chapter1.fiestamovement.c
om/

23. Chevrolet – SXSW Road Trip Challenge
 Chevrolet too launched a
reality contest on similar
lines
 Contest was more crowd
sourced - the challenges
and mission were decided
by the crowd.
Source:
http://onstarsxsw2011.appspot.com/

24. Mitsubishi – Great Indian Driving Challenge
 Mitsubishi Cedia launched
the social reality contest to
get car evangelists amongst
the crowd
 The brand used crowd
generated and judged
contest to find the finalists,
who travelled across India in
the car and shared their
experiences with the
community
Source: team-bhp

25. Strategy 6 – Online Communities

26. BMW Mini – Creative use of space community
 A community of artists and
designers
 This community engages
people in projects and
initiatives around making
‘creative use of space’ – and
core value behind the BMW
mini brand
Source: www.minispace.com

27. Strategy 7 – Experience Apps

28. BMW Mini – Creative use of space community
 More sales focussed and aim
at bringing the in-car
experience to a potential
customer
Source:http://itunes.apple.com/in/app/a8
-experience/id401674171?mt=8

29. About Kuliza

30. About Kuliza
Kuliza is a social technology firm focused in
helping companies leverage social software,
community platforms, mobile and cloud
computing for improving business
performance, communication and customer
engagement.

31. Our offerings
ZaSocial ZaMobile ZaCloud
Kuliza offers solutions for Kuliza offers solution to design, Kuliza offers cloud services to
designing and building social build and distribute mobile apps ensure a hassle free
software and community for iOS, Android and Blackberry. infrastructure to sustain your
platforms. Our focus areas Our focus areas are: changing needs. Our focus
are:  Mobile CRM areas are:
 Online communities Mobile loyalty programs  Cloud consulting
Facebook Apps Mobile Transition Cloud migration and
Social Commerce management
Social CRM

32. Ask Us How Kuliza Can Help You!
Kuliza.com | sales@kuliza.com | @kuliza
aanand@kuliza.com kaushal.sarda@kuliza.com
@anand_kuliza @ksarda