Seks eksempler på bilindustrien sociale medier strategi

In a regular feature I’ll be taking a look at brands from a particular industry to see how they compare with one another on various social media channels.

Last month I wrote about why Ford’s social media strategy is so good, in which I took a look at the 110 year-old car manufacturer and how it’s managed to transform its digital presence through expertly tailoring its content and connecting to each social channel’s audience with authentic engagement and a suitable tone of voice.

Let’s take a look at how other brands compare in the world of automotive social media.

Mini

Mini’s NOT NORMAL campaign was a huge success, helping to reestablish its brand identity and connect with audiences as a friendly and innovative brand.

Mini scoured internettet på udkig efter sine mest loyale mærkeambassadører og opdagede hundredvis af billeder og videoer på sociale medier, den Mini brugte derefter til sin kampagne.

Følgere kunne uploade en oprettelse til sin Tumblr-hub eller ved at dele den med #MININOTNORMAL, så inden for få timer kunne det ses på en digital plakat eller billboard hvor som helst i Storbritannien.

 

As reported in The Guardian, within six weeks 230,000 engaged with the campaign via social media. 2,217 pieces of consumer content were shared. 29,420 new fans and followers were recruited. Mini’s Twitter following tripled. 3,853 visitors to the campaign hub went on to look for a new MINI on mini.co.uk. 11% of which became qualified dealership leads.

BMW

BMW kører en ret standard Facebook side med gentagne links, billeder og anmeldelser fra sine andre sociale kanaler. Men som David Moth rapporterer om, hvordan BMW bruger sociale medier, opnår producenten en ganske imponerende mængde engagement fra sine tilhængere.

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Most of the posts on this page average around 30,000. In one year, BMW has increased its Facebook following from 13.4m to 17.2m with very little engagement from the brand, just a steady strategy of uploading almost daily photo albums or images. It flies in the face of what we regard as how to market a branded Facebook page, but it’s difficult to argue with huge results as these.

Er dette rent faktisk helt ned til selve mærket? Den opfattede kulturelle cache, der kommer fra at blive set for at være en BMW fan, om man har en eller ej.

Audi

Has a similarly uninventive Facebook strategy as BMW, but then doesn’t quite hit the sharing figures that BMW does with its 8.5m fans.

Taking much more of a risk is Audi’s Instagram page.

Just like Ford, the content isn’t repeated anywhere else. If you want to see cool images of Audi’s cars from its entire history you have to follow this channel.

However Audi’s current #PaidMyDues campaign is causing a little consternation amongst its followers

Kampagnen ser Audi fremme sin nye A3 Sudan ved at bede tilhængere at tweet, Instagram eller Vine deres virkelige triumfer over modgang, hvor de mest inspirerende bliver fortolket af en række kunstnere i løbet af en seks timers live-begivenhed.

De færdige kunstværker blev derefter auktioneret til velgørenhed via eBay. En pæn idé, men en, der syntes at forveksle Instagram tilhængere, der var mere vant til at afkøle billeder af biler end portrætter af semi-obskure, ikke-relaterede kunstnere.

Selvom flere mennesker havde et problem med håret dinglende ind i salat snarere end noget andet. Giv dine tilhængere det, de vil have.

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Citroen

It’s the world’s first crowdsourced car!

In a baffling display of trust from the French car brand who’s marketing team clearly hasn’t seen that one episode of The Simpsons, Citroen let its Facebook fans design its forthcoming C1 Connexion.

Matt Owen covered this in his outstanding automotive campaigns post last year, and as he states the results were actually great, with the brand’s social engagement figures exceeding expectations, with over 24,000 different versions of the final car submitted and an extra 15,000 fans joining up for the ride.

Kampagnens ultimative succes var kørslen af ​​500s faktiske bilsalg.

 

Der var meget flere bilspidser derinde end jeg har det godt med. Jeg bebrejder Matt.

Porsche

Porsche ran a similar crowdsourcing campaign in 2013 as part of its ‘50 years of Porsche 911’ anniversary. Facebook fans were offered the chance to vote on a variety of different specs for a one-off model.

Som et yderligere gamified twist kunne fans derefter gå ind i en anden Facebook-konkurrence for at vinde chancen for at køre den unikke Porsche 911 på Silverstone.

The initial post resulted in 16,000 likes and 1,200 comments deciding the colour of the car. A further ‘making of’ gallery achieved 53,000 likes.

Toyota

In my quest to find a car manufacturer that equals Ford for entertainment and innovation on Vine, I have found a worthy opponent… Toyota.

Det hjælper med at køre en særlig charmerende overordnet kampagne med The Muppets, men Vine er et godt sted at se noget eksklusivt indhold.

There are also some great little retro ads marrying old Toyota’s with their relative era’s dance styles…

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For ikke at nævne nogle snigende glimt ind i fremtiden.

Vine is a fantastic channel for any brand wishing to offer a mix of lo-fi innovation, humanising behind the scenes footage and engaging hilarity. Brands could do a lot worse than following Ford and Toyota’s lead.

Annoncer

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