audi content marketing presentation september 2014
DESCRIPTION
How Audi Belgium uses contentmarketing to engage with the audience.TRANSCRIPT
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
► fan base building
► engagement
► leads
► followers / recommendations
► engagement
► leads
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Facts & figures (since 2012)
► 14.000 to > 102.000 fans
► At the beginning 300 followers on @AudiBE_Online
► Today 1.283 on @AudiBENL and 273 on @AudiBEFR
► 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.