an automotive strategists look at twitter
DESCRIPTION
An analysis of what is going on in the automotive industry on Twitter and how brands are finding Twitter as a way to engage consumers, advocates, and others in their marketing efforts.TRANSCRIPT
![Page 1: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/1.jpg)
How I learned to like Twitter after vehemently hating everything about it (hint: I found other car crazy people)May 20, 2009
Chris Baccus
![Page 2: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/2.jpg)
Social Media ParticipationJunkie
![Page 3: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/3.jpg)
What is Twitter in One Dumb Slide
140 word micro-blogging site
You can “follow” friends, co-workers, brands, celebrities, “experts”, and a lot of people you don’t know
It can be about sharing mundane nonsense, but that is pointless
It’s more about sharing knowledge, interesting finds, and bit-sized thoughts
![Page 4: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/4.jpg)
Twitter Stats
Twitter Traffic Grows 1,382% In A Year (Feb. 08 vs. Feb. 09)
17 million unique visitors in April 2009
Ranks as third largest social network
Average user spends 7.9 minutes a day
53% of users are female
![Page 5: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/5.jpg)
Twitter U.S. Adoption
60% of Twitter users fail to return in one month.
![Page 6: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/6.jpg)
Index of Twitter Users by Age Group
![Page 7: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/7.jpg)
My First Few Weeks
Followed a bunch of “social media experts”
Insight: Massive Diminishing Return. Follow no more than 3
![Page 8: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/8.jpg)
Finally Some Good Advice
Need to answer: Why are you on Twitter?
Professional Reason: To engage better with automotive minded people, brands, experts to gain marketing insights or trends and to promote my Auto Marketing Blog.
Personal Reason: I love talking cars
Insight: Find people who share your interests
![Page 9: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/9.jpg)
Communicate Effectively
Communicate value
It’s okay to promote your blog just don’t ONLY do that
Don’t just share links - share why
Insight: Remember everything you say is public
![Page 10: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/10.jpg)
My Tweet Cloud
I average 5.7 Tweets per day
![Page 11: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/11.jpg)
My “Follow” Strategy
Insight: If you don’t find value, purge
Followed auto brands, dealers and publications
Sometimes followed commentators who engaged with those accounts
Followed people and websites I frequented
Purged banal users and “copy/paste cats”
![Page 12: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/12.jpg)
Why are they following me?Why are they following me?Why are they following me?
![Page 13: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/13.jpg)
How I Engage
FlockTweetieTweetGridBigTweet
![Page 14: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/14.jpg)
Autos on Twitter
![Page 15: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/15.jpg)
Some of My Favorite Auto Follows
![Page 16: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/16.jpg)
Auto Public Relations on Twitter
Hailed as an effective way to monitor reputation, buzz, opinions, trends
Comcast and JetBlue are the darlings of PR Twittering
![Page 17: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/17.jpg)
Auto Community on Twitter
A chat all about cars, every Wed. Night from 8-10pm EST
![Page 18: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/18.jpg)
Auto Contest Buzz - Nissan Cube Canada
![Page 19: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/19.jpg)
Contest Effectiveness
Too Early to Tell Negative: Most of the banter is less about the brand and more about
those wanting to get votes for a contest
Positive: Some coverage is done by traditional and online media that gets the brand mentioned in new ways
Buzz Measures Misleading: When analyzing the success of a contest try to isolate discussions about the product, campaign, and brand to gage if it was a success.
![Page 20: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/20.jpg)
Who Is Using Twitter Most Effectively for Marketing?
My Vote: Volvo XC60
Why? Promotion of ride and drive events, engages with community, searches for those commenting on Volvo, shares information beyond
just their launch.
Extra-Credit…
![Page 21: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/21.jpg)
Volvo’s YouTube Twitter Ad
Used DoubleClick's rich media dynamic data feed capability
Largest expandable unit ever placed on YouTube's home page
Volvo is about humanity. Twitter is about humanity.
http://www.thevolvotwitterad.com/
![Page 22: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/22.jpg)
An Effective Campaign Using Twitter
1. Initial Goal: Stay connected to intenders by promoting test-drive events
![Page 23: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/23.jpg)
An Effective Campaign Using Twitter
2. Found Natural Ways to Engage with Twitter Community
![Page 24: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/24.jpg)
An Effective Campaign Using Twitter
3. Engagement in Volvo Related Tweets in a Welcoming Manner
![Page 25: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/25.jpg)
And Lastly… Twitter is not a Strategy
Strategy
Message
Delivery
![Page 26: An Automotive Strategists Look at Twitter](https://reader035.vdocuments.mx/reader035/viewer/2022081715/53e8e4098d7f7289708b4820/html5/thumbnails/26.jpg)
Questions?