Program-level strategy devised for social advocacy initiative.

1. XXX XXX SOCIAL
ADVOCACY STRATEGY
12.6.12
Team Detroit Cross-Channel Strategy

2. • Purpose & Definitions
• Situation & 2013 Vision
• Trends
– Consumer
– Social Space
– Competitors Online
• 2012 Results & Advocate Analysis
• Go Further Evolved
• 2013 Strategy
– Targets
– Objectives
– Areas of XXX
• Next Steps
– Communications/Tactical Planning
Overview
2

3. The purpose of this deck is to outline a course of action in 2013 for the advocacy portion
of the XXX Social Ecosystem, the “XXX Social” program.
The following topics will be covered in this strategy, and for the sake of clarity are defined
as they are used in this deck:
– XXX Social Ecosystem = The infrastructure (i.e. social.XXX.com), platforms/channels (e.g. Facebook, Twitter,
Instagram, etc.)and on/off-platform/infrastructure advocacy efforts supported through a variety of resources and
brand campaigns/programs within the XXX Domain and guided by Team Detroit. Other strategies will address
specific portions of this Ecosystem on a by-program/project basis.
– XXX Social = The consumer-facing, digitally based program geared toward promoting the XXX brand through
positive actions done on behalf of the XXX brand or is vehicle brands by XXX Advocates. AKA “Advocacy
Program”.
– Advocacy Program = the generic name for the “XXX Social” program.
– Advocacy = the act of taking a positive action on behalf of the XXX brand or its vehicle brands.
– Advocate = Anyone, registered or not, fan or not, who has taken a positive action on behalf of the XXX brand
or its vehicle brands. There are 4 types of advocates covered in this strategy. These types may or may not
include Fans or Followers.
– Fans = Anyone who has fanned the XXX brand or its vehicle brands on Facebook. Fans are comprised of
advocates and non-advocates who like XXX/XXX vehicles. Advocates and Fans are not mutually exclusive
categories.
– Advocate Types = The four types of advocates as defined by the marketing industry, based on general
advocacy behaviors and personality types. Our own advocate data was overlaid onto this model to comprise
our 2013 Communications Analysis by relative population. (Not the same as Analytics’ advocate
segmentation.)
– Targets = The target of any of our communications. These may be one or more of the 4 advocate types, fans,
followers, visitors to social.XXX.com, shoppers or a combination of these.
Purpose & Definitions
3

4. SITUATION & 2013
VISION
4

5. In 2011, XXX aligned with consumer and technology trends to amplify the
power of its ecosystem through a new centralized, always on advocacy
program called XXX Social.
In 2012, XXX Social focused on recruiting and cultivating an army of
advocates to help impact consumers’ opinion of XXX favorably and began
deploying them against priority business.
In 2013, XXX Social will support this army’s efforts and learn more about
them.
Situation
5

6. • The Vision
– Put consumers at the center of the XXX Brand and reach new customers
via the new social paradigm.
• The Mission
– Invite and inspire an army of advocates to co-create the XXX brand.
– Let others speak for us in order to create a brand that is relatable (for a
“person like me”) and resonates with people who were previously unmoved by
XXX.
• The Plan
– We do this by continuing to build strong relationships with all types of
advocates via an always-on, digitally based advocacy program that matches
their “always-reachable” expectations .
– We do this by continuing to recruit and engage with our advocates and improve
the infrastructure that supports our vision and mission, thereby
maximizing the efficiency of advocacy.
Our Vision for 2013
6

7. TRENDS
7

8. Consumers
• Search for Meaning
– Hyperlife, Memory Marketing, Digital Archeology
• Taking Back Control
– The Curator Generation
• Reblogging vs. blogging, consumer creative
control and influence, Twitter viewed as info
source
– Product Crowdsourcing/Mash Creativity
• Luxury brands opening product design,
collection-buying
• Expanding social interactions/new platforms (e.g.
Tumblr)
• Niche social networks (Kaboodle, Quora, MightyBell,
etc.)
• Mobile-Social Synergy
– Mobile as “everything hub”=summation of us
– Social is only activity where tablet owners are
equally likely to use their tablet or their mobile phone
(laptops remain #1)
• Shopping
– Brand loyalty has decreased on in-
market properties by an average of 15%
– Consumers still look to usual sources for different
content
– But, consumers are accessing that content from a
variety of devices, using them to complete
different tasks within their shopping process
– Expectations for technologically advanced
experiences/content/functionality has increased,
including WOM/social functionality
8
Sources: Understanding the Changing Needs of US Online Consumers, 2012; North American Consumer Technographics® by Gina Sverdlov;
JWT 10 Global Trends by Ann Mack; LSN Global Microtrend: “The Curator Generation” 3/19/201; TDI Cross-Channel Strategy Competitive In-
Market Analysis, October 2012.
Users are spending more time on other social networks
in addition to Facebook.
Consumers are looking for
experiences that fit their contexts.

9. • Visualization of Social Interactions
– New visual-based platforms (e.g. Tumblr, Instagram)
– Visuals preferred (immediately digestible content)
• Continued online-offline interactions
– Mix amplifying effect
– Neilsen Online Audience Segments now correlating how
people watch TV with how they behave online
• Facebook
– Introduced offers, targeting
– Changed its algorithm and decreased reach
• Costs us more, making Twitter more appealing
• Twitter growing, Facebook stagnant
– Looking to take FB’s user base away
– Expanding functionality (e.g. tweets that expand)
– Beginning to be a source of information (e.g. follow
curators, feeds around topics - #sandy - election map)
Social Space
9
Source: Team Detroit Brand Strategy Group analysis, October 2012.
The human element
is at the fore.
Sensuality &
meaning are driving
experiences.
XXX Social Mantra:
The human (context)
is at the core of
everything we are
and do.

10. • 2 Analyses of Advocacy Programs Online: primary auto competitors and brands with
advanced presences
– Overall, XXX is in line with its primary automotive competitors in terms
of site functionality/offerings and advocate interactions but others are more
mature (e.g. Nike, Harley) and are setting the bar.
– All have the following characteristics:
• Market to new customers and provide information
• Experiences created and controlled by consumers defining these
brands
• All levels of engagement (from joining to creating)
• Employ various content types (e.g. images, video, text, coupons,
samples)
– Online-offline interactions
• 1 Analysis of In-Market Sites: advocacy deployments and social functionality on in-market
sites
– Competitors are not pushing beyond rich media, haven’t optimized for mobile devices,
and are only just starting to include “social” features
– Major opportunity to do something new/different
3 Competitive Analyses
Sources: Advocacy Competitive Analysis, TDI Cross-Channel Strategy, August 2012; In-market Competitive Analysis, TDI Cross-
Channel Strategy, 8.30.12.
In order to get
new
customers we
must
recognize that
our bar is
higher than
our
competition
A further competitive analysis of general social tactics is in progress and will be completed by EOY.

11. 2012 RESULTS &
ADVOCATE ANALYSIS
11

12. 2012 Emphasis
12
Platform
for Operations
Recruit
Build
Relationship
(Cultivate)
Integrate
(Deploy)

13. • Before May 2011, advocacy for XXX in
competitive forums was higher than it
was in FB, but declining
1. TDI management of FB pages began
in May/June, spurring advocacy in
FB to overtake competitive forums
2. New FS site launched with
purposeful content, generating a
spike in advocacy in Facebook, and
spilling into in competitive forums
• Overall advocacy in these two
channels climbed to a new level in
2012, increasing over 50% YOY
The Next Generation of Branding Begins
13
0
50 0
1,0 0 0
1,50 0
2,0 0 0
2,50 0
3,0 0 0
Facebook Com petitive Forum s
New ->
baseline
FB Community
Management->
1 2
Source: XXX Social 2012 Performance v4, 11/5/12.
Harnessing a movement is
propelling us.

14. 0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
• 5.1 million fans gained since November 2011.
• 100,540 advocates acquired at a cost of
~$98 CPA
– Advocates tend to be male, married,
homeowners who are educated
– 54% of advocates have incomes greater
than $50k which tends to show a more
affluent group than the overall CKS
universe, though the entire age range
is in line with aspirational
targets.
• 54,078 new site registrants in 2012 (as of
11/5/12)
• Primary Value Propositions:
– Information, Community, Fame
• News Breaker (i.e. First to Share),
Educator
Advocates
14
Source: XXX Social 2012 Performance v4, 11/5/12.
XXX has overtaken Chevy as the
#1 most advocated automotive
brand and remains the top brand
through Q3.
Source: MotiveQuest 3Q Advocacy Analysis
<- FS Launch

15. • Facebook*
– 6.74 billion impressions of content (paid and
organic)
– Over 554M paid impressions
• Amplification in 2012
– Over 15.2M owned impressions
– Over 1.2 mm badges grabbed
• 93% of registered advocates grabbed a
badge
– Actions taken by 1 advocate influence an
average of 93 Facebook friends
– Over 8,000 incremental actions taken by
friends of advocates
The Impact
15
*From Nov 1, 2011 through Oct 31, 2012, top 15 pages.
Source: XXX Social Analytics FB Analysis; XXX Social 2012 Performance v4, 11/5/12.
Bringing
advocates (via
their content and
interactions) back
into the larger
XXX social
universe builds
the XXX brand
and sets up its
future.

16. • Social behaviors mirror previous XXX targets
– XXX advocates (Truck/SS) fall into two groups
• Critics (47/46%) and Conversationalists (36/40%)
• Creators (24/31%) and Collectors (25/26%)
– Honda-Toyota advocates exhibit similar stratification but
• Honda-Toyota Truck advocates are more active as Conversationalists (47%) and
Creators (31%)
– All are heavy users of SNS
• Honda-Toyota advocates overall and XXX Car-SSUV advocates use
Twitter more heavily
• Honda-Toyota Car-SSUV advocates over-index for Pinterest
– Across brands, advocates want the same things:
• Information (e.g. new products/services, entertaining/interesting content,
company news, etc.)
• Ability to provide input about the brand
• Multiple channels (i.e. email, websites, SNS, Twitter)
• Mobile:
– ½ of XXX advocates are SuperConnecteds (advanced activities,
access Internet) but more Honda-Toyota advocates are doing advanced activities
overall
• Greatest gap is seen in Truck advocates.
Advocate Technographics
16
Source: Forrester Technographics, October 2012.
Build a foundation:
we need to
support
advocates’
primary value
proposition
(information) in all
channels but we
should prioritize
how we deliver
based on our
majority advocate
behaviors.

17. Advocate & Shopper Value Propositions
17
Sources: “The Marketing Value Of Customer Advocacy,” Michael Lowenstein and Tim Wragg, WARC/Admap: January 2005, Issue 457. Value
Propositions based on analysis of XXX Social research and analytics across channels, October 2012.
• Information
• Product news, events, owner experiences
• Community – Like-mindedness
• Fame (within a circle/known for)
• Fame (via association with a
celebrity/executives)
• Challenge
• Bragging Rights
• Save Time
• Save Money
• Activism (via instant gratification)
• Magic/Trendsetting
• Novelty – Urgency (i.e. “be the first…”)
• Entertainment
Bold = advocates
Blue = shoppers
Use XXX Social in simple
ways to support Shopper
Information needs.

18. Current State:
• A PR focused collection of articles in
blog format with minor support for
user generated content and social
advocacy campaigns
Proposed State:
• A multi-faceted social platform
focusing on a distributed content
model that allows owners,
advocates, shoppers
Optimizing Content
• Using a content scoring
methodology, site editor will refocus
content strategy across four key
types (right)
Evolving Social.XXX.com
18
Advocacy-
Specific
Campaign
Support &
Sustainment
Long Form/
Aspirational
User
Generated /
Curated
Proposed Content Mix:
Source: TDI Content Strategy analysis, September 2012.

19. 2013 Communications Analysis (by relative population size)
19
Source: TDI Cross-Channel Analysis of advocate and shopper data and adapted to a segmentation of advocate types found in “Harnessing the Power of the Consumer: Creating a
Marketing Program to Encourage Online and Offline Advocacy,” Catherine Willis and Stephen Phillips; ESOMAR: Congress Odyssey, Athens; September 2010.
Advocate Type Primary
Value
Propositions
Potential Engagements
Anecdotal –
“Opinion Givers” who
talk about a brand and
its impact on their life.
Bragging
Rights
• Example: they just bought a new car and talk about it although they are not enthusiasts
• Goal: Capture this moment and extend their anecdotes
• Primary Level: Conversationalists (Critics, Collectors)
• Where: Facebook, Build & Price (motivated by design)
• What: product experiences that enhance daily life (needs)
Anonymous –
“Interested Introverts”
who are impacted by
a brand but don’t talk
about it openly
Information,
Community
• Example: a person who writes an anonymous review about a brand on a shopping site
• Goal: empower them, give them the chance to speak and give their view while not
associating it directly with themselves
• Primary Level: Critics (Collectors, Conversationalists)
• Where: somewhere to type (~anonymously)
• What: online reviews, post-purchase questions, anonymous quotes, communities
Advisory –
“Strong Interest
Hobbyists” with broad
category knowledge
Information,
Community,
Fame (within
a circle)
• Example: someone who advises about a potential car purchase but remains neutral.
• Goal: Arm them with information and tools to support their role
• Primary Level: Collectors/Conversationalists (Critics, Creators)
• Where: Facebook, social.XXX.com, events
• What: brand experiences/events/interactions, gamification
Ardent –
“The Perfect
Advocates”
Fame (all
types),
Bragging
Rights,
Community
Information
• Example: people who have had great experience with a brand, are into the category
and love to talk about themselves and brands they’ve accepted into their life.
• Goal: arm them with tools to support their passion and extend them into conquest
communications
• Primary Level: Conversationalists/Critics/Creators (Collectors)
• Where: forums, social.XXX.com, Twitter, Facebook, events
• What: brand experiences/events/interactions, gamification, insider info
Improve Their
Infrastructure
Recruit More
of Them
Give Them
Easy-to-Use
Tools
Develop for each type’s context.

20. BRAND POSITIONING
EVOLVED
20

21. The XXX Promise & Core DNA
21
The fundamental differentiation of the brand is the Human XXX.
The XXX brand is
already human-
centered.
XXX Social …

22. • Continue to grow, deliver on brand promise
• Grow favorable opinion
– Vehicle importance
– Regional importance
• Change how we go to market
2013 XXX Communication Objectives

23. • 2013 XXX Vehicle Priorities
– Super Segment (SS): XXX (launch, sustainment), XXX (pre-
reveal, launch, sustainment), XXX (sustainment), Escape
(sustainment), XXX (sustainment)
• 18-month/2013CY Go Further campaign support in
Tier 1, beginning with XXX, XXX then XXX, Escape
– Secondary: XXX, XXX, XXX, XXX
– Additional priorities for XXX Social:
• XXX, XXX ST, Hybrids
• Always on for XXX, XXX, XXX, XXX
• Regional Importance
– Emphasis on East/West Coasts
• Preliminary order of importance: West, East,
Southeast, Central and Great Lakes
• XXX will have greatest regional presence in its GTM
strategy
Vehicle Priorities
23
Vehicle priorities
will inform our
2013 budget,
resource and
project planning.
Regional
importance will
play a much larger
role in 2014.

24. 2013 STRATEGY
24

25. • Advocates
1. Advisory
2. Anecdotal
3. Ardent
• Shoppers
2013 Targets Prioritized

26. XXX Social’s Sphere Of Influence
Impact
Shopper Marketing
26
Advocacy
Awareness
Favorable Opinion
Consideration
Shopping/
Intent
Purchase

27. 2013 Emphasis
27
Platform
for Operations
Recruit
Build
Relationship
(Cultivate)
Integrate
(Deploy)

28. 2013 XXX Social Program Objectives
28
Priority Objective Goals Methodology
(Dependent on Tactics)
1
Increase Awareness of XXX
Social through advocate
actions/earned media.
Reach counts, incremental
actions, impressions, SOV vs.
SOM
2
Increase Favorable Opinion for
the XXX primary brand.
TBD (correlation? Influence
measure? Increase positive
messages from people
consumers trust?)
3
Increase Favorable Opinion for
the vehicle brands.
TBD by vehicle, following
campaign methodology
4
Increase Consideration for
vehicle brands.
TBD by vehicle, following
campaign methodology

29. 2013 Recommendations (in order of priority)
29
Objective Recommendation Primary Target Channel/Area
1: Build Out Platform
Favorable
Opinion
Distributed Content Model (DCM): develop DCM in order to deploy content
across XXX Domain in contextually appropriate place; investigate “applet”
approach so Shoppers can download vehicle info.
Shoppers
OLA,
social.com,
XXX.com, etc.
Favorable
Opinion
Re-architect social.XXX.com (in progress) and tag/code content appropriately to
support DCM (equal emphasis on mobile, wired platforms)
Advocates (all
types)
Wired, Mobile,
Search
Favorable
Opinion
Introduce Gamification, focusing on psychology of engagement/engagement
loop
Advisory, Ardent
Wired, Mobile,
Social
Favorable
Opinion
Insider Registration/Login Advisory, Ardent Wired, Mobile
Favorable
Opinion
Expand upon relationship management strategy for interacting and conversing
with advocates.
Advocates (all
types)
All
2: Deploy Advocates
Consideration
Identify 2 in-market sponsorships in Q2, Q3 in which to incorporate advocate
content/functionality
Shoppers
Shopper
Marketing
Consideration
Identify 1 major activation option for regional deployment (West, may be the
same as one of the above)
Shoppers
Shopper
Marketing
Consideration
Identify 2 activations against XXX + XXX EV (=green/alternative per SM
Strategy) and XXX ST (= performance)
Shoppers
Shopper
Marketing
Awareness,
Consideration
Identify low-barrier advocacy actions ("Everyday Advocacy") for owners and
implement 2 activations for 2013
Anecdotal
CRM email,
Owner.XXX.co
m, Owner
Communication
s, Social
Awareness
Investigate paid media to support earned advocacy actions based on
combination of performance, FO reach
Shoppers
Shopper
Marketing,
Social
Consideration
Investigate 1 major activation outside “typical” shopping experiences (e.g.
YouTube or Yelp) in which to incorporate advocate content, aligning with paid
support where appropriate.
Shoppers
Shopper
Marketing, etc.

30. 2013 Recommendations
30
Objective Recommendation Primary Target Channel/Area
3: Cultivate
Favorable Opinion Re-architect social.XXX.com (in progress) Advocates (all types) Wired, Mobile
Favorable Opinion Introduce Gamification Advisory, Ardent
Wired, Mobile,
Social
Awareness,
Consideration
Retarget repeat users to social.XXX.com with "Join" message Advocates (all types)
Wired, Mobile,
OLA
Favorable Opinion,
Consideration
Grow ever-green content to support always-on messaging for XXX,
XXX, XXX, XXX using lower-cost tactics
Advisory, Ardent
Wired, Mobile,
Social
Favorable Opinion Align Surprise & Delights with regional deficits/vehicle priorities Ardent Various
N/A
Learn more about our advocates - “Person Like Me” research (in
progress)
Advisory, Ardent N/A
N/A
Continue to improve our understanding of our advocates and identify
broad-based affinities to inform the deployment actions.
Advisory, Ardent N/A
Favorable Opinion
Expand upon relationship management strategy for interacting and
conversing with advocates.
Advocates (all types) All
4: Recruit New Advocates
Awareness
Create natural recruitment mechanisms within XXX Customizer, We
Own Work, and XXX Racing experiences, and investigate additional
recruitment opportunities within affinity BCA programs such as
Warriors in Pink.
Ardent
Wired, Social,
Mobile,
CRM/Email
Awareness
Target advisory-level advocates in OLA and serve specific
messaging & creative to "Join" or retarget against 3rd
party/XXX.com visitors. Retarget off of any behaviors. CRM already.
Advisory OLA
Awareness
Integrate natural recruitment mechanisms into New/Early Owner
email curriculum and general XXX Owner emails.
Advisory
CRM Emails;
Owner.XXX.com

31. NEXT STEPS
31

32. Next Steps
32
1. Approve 2013 strategy (today)
• Objectives
• Targets & Areas of XXX
• Order of priority
• Channels/areas affected
2. Planning Sessions
• Allocate budgets based on approved strategy
• Map tactics (new and planned) to areas of focus
• Map development against Go Further, vehicle priorities, competitive actions
• Develop high-level goals
3. Approve Communications Plan
• Objectives
• High-level Channel Plan
• List of Prioritized Tactics by Areas of XXX
• Goals
• High-level Timing
• Itemized Budget

33. THANK YOU
33