audi content marketing presentation september 2014

Fans, leads & Vorsprung durch contentGuy Van Mol, Audi Import, Digital Communication Manager

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► Communication, not only marketing

► Selling without selling

► Conversation with the fans / customers

► Customer care & CRM

Goals of content marketing @ Audi

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Facebook.com/AudiBelgium

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Twitter.com/AudiBEFR AndTwitter.com/AudiBENL

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LinkedIn: Audi Belgium

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Strenghts

► Always on

► Tailor made

► Traffic generation

► Advertising

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Always on - talking

► Audi Import creates its own content

► Structural presence, daily updates

► Focus on Facebook, Twitter and LinkedIn

► We talk about all the brand assets:

► A1 to R8

► racing DNA

► Vorsprung durch Technik

► Future mobility

► Audi Hockey League

► Audi exclusive

► …

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“Social Media needs to be fed everyday”

► New points of view

► Editorial committee + exchange with different Audi departments (not only communication & PR, but also events, advertising, fleet, …)

► News / actuality

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Contentcalendar

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Some examples

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Tailor made content

► Content adapted for each Network

► Segmentation (basics: m / f)

► Interact on interests of fans/followers

► Social only

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SegmentationInternational Women’s Day – female post

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SegmentationInternational Women’s Day – male

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Social only content

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Always on – listen (Engagor / Adobe)

► Conversation management

► Answer questions

► Treat complaints from customers

► Pick up leads

► Start the conversation

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Traffic generation

► We want to show why Audi is the best choice for the fans / followers

► We are not ‘selling’ => We are selling by storytelling

► Sociale media as traffic generator

► To online forms

► To campaignwebsites

► To digital touchpoints for (micro)conversion

www.mynewaudi.be

www.audiconditions.be

www.audidirect.be

► Datacollection

► From fan to lead to customer :

► “Fans should become customers and customers should become fans”

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Social advertising

► Mix of Facebook Ads en LinkedIn Marketing Solutions

► Facebook – private customer

► LinkedIn – de business car driver / fleet manager

► Facebook

► fan base building

► engagement

► leads

► LinkedIn

► followers / recommendations

► engagement

► leads

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Facts & figures (since 2012)

► Facebook

► 14.000 to > 102.000 fans

► Twitter

► At the beginning 300 followers on @AudiBE_Online

► Today 1.283 on @AudiBENL and 273 on @AudiBEFR

► LinkedIn

► started mid 2013

► Almost 3.000 company followers

► But also:

► Usefull conversations with and feed-back from the customers and fans

► New touch point for customer care

► Leads & sales: in 2013 : +/- 100 cars sold linked to social media activities

Nr. 1 in premiumsegment in Belgium !

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What’s next ? Audi magazine ‘blog’

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Thanks for your attention.