How Auto Brands Are Maximizing Social Media Marketing

HOW AUTO BRANDS
ARE USING SOCIAL TO MAXIMIZE
MARKETING STRATEGIES
To tap into the social-mobile opportunity, top
auto brands are using Social Rich Media

Marcus Whitney
Co-Founder of Moontoast
@marcuswhitney

Click here to edit title of this slide.
Questions?
#SocialAuto2014

§  Social’s Influence on Consideration
§  Native vs. Rich Media – When to use which?
§  How to Incorporate Social Rich Media to Your Marketing…Today
§  Questions
AGENDA

WE ALL KNOW THE SOCIAL EXPERIENCE
HAS GONE MOBILE

189 MILLION FACEBOOK USERS ARE “MOBILE ONLY”

66% USE SOCIAL TO LEARN ABOUT PRODUCTS AND SERVICES

58 MILLION AMERICANS USE SOCIAL SITES DAILY

23% OF USERS CHECK THEIR ACCOUNTS FIVE TIMES OR MORE EVERY DAY

AND GET THIS:

http://www.jdpower.com/content/press-release/DxowqaR/-2013-new-autoshopper-study.htm
79%
of new-vehicle buyers use the Internet to research their
new vehicle purchase during the shopping process.
48%of Gen Y automotive shoppers use smartphones
in their shopping process.
YEP, VEHICLE SHOPPING HAS GONE MOBILE, TOO.

“The digital presence of the brand through mobile advertising and content across mobile-
accessible sites and apps may be a great way to reach Gen Y buyers, since we see
almost half use a smartphone during the shopping process.”
- Arianne Walker, senior director, automotive media & marketing at J.D. Power

WHAT WE MAY NOT KNOW IS IT’S A HUGE CONSIDERATION DRIVER
FOR THE AUTO SHOPPER

Source: *McKinsey Quarterly, “The Consumer Decision Journey”
McKINSEY SAYS:
3x
Consumers are three times as likely to
purchase a brand in their initial consideration
set vs. brands that aren’t
90%
of consumers indicated that Facebook was
the resource that caused them to add or
remove a brand from consideration

Sources: *http://digitalairstrike.com/2013-automotive-social-media-trends-study/, **http://www.dealer.com/assets/APC-Study-21.pdf
27% of car buyers click on mobile ads on
Facebook*
41%
of car shoppers who use social media said they saw
a post that caused them to add a brand or model to
their consideration**
AND MORE SPECIFICALLY, ABOUT CAR SHOPPERS:

TOP AUTO BRANDS ARE USING SOCIAL RICH MEDIA
TO DRIVE MID AND LOW FUNNEL GOALS

•  $200K goal reached through the
Click-to-Give campaign
•  20,500 Likes, comments, & Shares
•  14,600 ad expansions
TOYOTA’S TOYOTATHON
Toyota wanted to raise $200K for
the Boys & Girls Clubs of America.
Moontoast created a mobile-optimized
rich media unit which asked fans to
share to their social networks to
unlock a $10 donation. A map of the
U.S. was refreshed throughout the
campaign to show the top donating
regions. A celebratory unit followed
up to thank fans for reaching our goal.
RESULTS

•  Social registration surpassed total
registrants from previous year
•  135 orphaned VINs identified
•  91% conversion rate on mobile
NISSAN’S OCTOBER CAR CARE
Nissan’s annual campaign targets
existing owners.
Moontoast brought the campaign to
social with two rich media units:
-  Countdown (goal to drive
awareness & service bookings)
-  Sweepstakes (goal to drive
registrants and find orphaned
VINs)
-  Used owner database for targeting
RESULTS

•  Featured by AdWeek
•  4,000 ad expansions
•  15k in-unit interactions
•  3.9 interactions per user
TOYOTA’S TUNDRA INSTAGRAM
Toyota wanted to drive awareness
and consideration in the Build
Anything with Tundra campaign.
Moontoast brought the campaign to
social with an innovative Instagram
Gallery wrapped with a marketing
banner driving users to additional calls
to action. It was the first-ever
Instagram Gallery distributed in the
News Feed.
RESULTS

HOW YOU CAN GET STARTED

SOCIAL ADVERTISING COMES IN TWO BASIC FLAVORS:
NATIVE & RICH MEDIA

Click here to edit title of this slide.WHAT IS A NATIVE AD?
“Native advertising is a form of converged media that combines paid
and owned media into a form of commercial messaging that is fully
integrated into, and often unique to, a specific delivery platform.”
-Altimeter Group, 2013
Expanded
Photo Ad
This is a promoted tweet

IN LAYMAN’S TERMS:
THE BASIC ADS AVAILABLE ON SOCIAL NETWORKS

Click here to edit title of this slide.WHAT IS A RICH MEDIA AD?
Distributed as a status update
and may be boosted using
Native ads.
When tapped, the rich media ad
loads. This can be a variety of
enhanced experiences.
Consumers interact with the rich
media ad without leaving the
social app they are browsing.

Click here to edit title of this slide.NATIVE ADS ARE AWESOME BECAUSE YOU CAN:
•  REACH potential customers who share
similar characteristics with current ones
•  BUILD off the custom audiences
targeting feature
•  USE INTERESTS or demographics to
show ads to people who share
common attributes as your existing
customers

Click here to edit title of this slide.RICH MEDIA ADS ARE AWESOMER BECAUSE THEY:
•  EXTEND the functionality of Native Ads
with interactive experiences
•  DRIVE SPECIFIC BUSINESS GOALS
like capturing leads and offering
coupons in the social stream
•  GIVE YOU CONTROL OF BRANDING
making it easy to use existing collateral
to tie into your offline campaigns

27 | Copyright 2014 Moontoast, Inc. All Rights Reserved – Moontoast Proprietary and Confidential
NATIVE RICH MEDIA
Use Native Ads when you
want to drive :
ü  Click-throughs
ü  Likes
ü  Shares
ü  Retweets
ü  Favorites
Use Social Rich Media when you
want to drive:
ü  Awareness & Consideration
ü  Voting and Polling
ü  Lead Generation
ü  Couponing
ü  Sales
WHICH AD TYPE SHOULD YOU USE…AND FOR WHAT?

HOW TO INCORPORATE SOCIAL RICH MEDIA INTO YOUR MARKETING…TODAY

MOONTOAST SOCIAL RICH MEDIA BOOTCAMP
Goes beyond native ads, with deeper engagement customized to your goals
Cost savings on creative - build once, distribute across multiple social/mobile networks
Social rich media delivers the highest engagement rates for display ads
Consumer insights and real-time data help optimize campaigns in-flight and over time
Incredibly fast to build and distribute

Click here to edit title of this slide.SOCIAL RICH MEDIA HAS A SOLUTION FOR EACH STEP OF
THE CONSUMER JOURNEY
COUNTDOWN
Raise awareness leading up to an event
DATA CAPTURE
Used for sweepstakes, sampling, etc.
COUPON
Deliver digital coupons in the social stream
COMPARISON
Compare features of two vehicles
IMAGE OR VIDEO VOTING
Engage users with interactive voting
DEALER LOCATOR
Find a dealer by zip code or geo-location

RICH MEDIA
Use Social Rich Media when you
want to drive:
ü  Awareness & Consideration
ü  Voting and Polling
ü  Lead Generation
ü  Couponing
ü  Sales
LET’S LOOK AT HOW RICH MEDIA DRIVES THESE:

INTERACTIVE VIDEO
•  Wrap a video with a
creative banner and call-to-
action
•  Intuitively leads user to
take one further action
beyond simply watching
•  Links to any URL
Serves the following business goals:
•  Awareness
•  Website Traffic
•  Social Endorsement

VIDEO/IMAGE GALLERY
•  Plays a series of videos
which the user may swipe
to scroll and tap to view
•  Call to action hotspot which
may link to any URL
•  Optional voting, with a
configurable results screen
or thank-you page
•  Awareness
•  Consideration

INSTAGRAM/VINE GALLERY
•  Plays a series of Instagram
or Vine videos which the
user may swipe to scroll
and tap to view
•  Call to action hotspot which
may link to any URL
•  Awareness

PRODUCT COMPARISON
•  User selects a product to
compare
•  Head-to-head features are
displayed
•  Call-to-action links to any
URL destination: “Build
Yours”, “Learn More”, etc.
•  Preference

INTERACTIVE VOTING
•  Engage consumers with
dynamic image or video
galleries
•  Users browse images or
videos and vote for their
favorite
•  Optional data capture to
drive leads
•  Awareness
•  Lead Generation

INTERACTIVE POLLING
•  We poll fans and let them
view instant market
feedback
•  Optional – Fans can Like
the page from within the ad
•  Awareness
•  Page Likes

THE ALLEY-OOP

INTERACTIVE COUNTDOWN
•  Drive pre-event awareness
•  Display a creative banner or
play a video
•  Ask fans to RSVP for the
launch using a Facebook
Event
•  Timer counts down to the
launch of the event
•  Awareness

THE SLAM DUNK

•  Display a creative banner or video next to a
simple sign up form where fans may enter
a sweepstakes
•  Fans may to opt-in to receive more
information
•  Customizable thank-you screen presented
post-submission
•  User is invited to share the experience to
their social stream
SWEEPSTAKES
•  Preference

•  Display a creative banner or
video with a call-to-action
•  Customizable thank-you
screen presented post-
submission
•  User invited to share the
experience to their social
stream
DATA CAPTURE

•  Bring national marketing events to social
in new and exciting ways
•  Clicking a location displays details
INTERACTIVE MAP WITH DATA CAPTURE Serves the following business goals:
•  Preference

PASSBOOK COUPON
•  Offer a coupon in the social
stream
•  Consumers can save it to
their iOS Passbook or opt to
receive the coupon via email
•  They redeem the coupon at
the time of purchase
•  Awareness
•  Purchase Intent

•  Branded background with a call to action to enter a zip code to find an auto dealer in the area
•  Upon submission, the user is presented with a list of dealerships, their addresses, and the
ability to get directions via a map, tap to call, or request more information.
DEALER LOCATOR

•  Rich media comes in many shapes
and sizes
•  Rich media addresses many
business goals
•  Rich media can complement
sponsorships from television to
sporting events and more…
DRIVE SPONSORSHIP AWARENESS & ENGAGEMENT

Click here to edit title of this slide.BUILD FAST, DISTRIBUTE EVERYWHERE, OPTIMIZE IN-FLIGHT
Moontoast
quickly
builds
adap2ve
units

which
are
op2mized
for
desktop
and

mobile
devices.

Distribute
your
rich
media
unit
as
a
status

update
across
mul2ple
social
networks
and

boost
with
paid
media.

Patented
analy2cs
measure
each
unit’s

expansion,
interac2on,
conversion,
and

social
endorsement.

Questions?
#SocialAuto2014
THANK YOU!
Contact Moontoast: hello@moontoast.com

How Auto Brands Are Maximizing Social Media Marketing

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