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Facebook and Automotive Sector - Examples of Car Brands Applying Social Media for Gaining ROI

Basically, every business resides on Facebook.
The automotive sector also parks their cars on FB. Convinced people build loyalty with branded cars, sometimes for lifetime. Social media is emotion-driven and cars are emotion-related.

Auto makers are well aware of social media trends, so they cleverly pitch their messages towards targeted audience. Social media platform provides many chances for interaction with fans, loyal customers and potential ones.

Facebook is the most popular social networking platform, so let’s understand its impact on automotive industry.

Big brands collect fans but community brings ROI

Big brands on Facebook attract people and build a huge community but the game twists when you talk about conversion rates. Therefore millions of fans on FB are not an ideal metric to declare success. It is necessary to go more deep and check fan base engagement.

Facebook Key Metrics

  • People discussing about cars and brands
  • Interaction rate of top car manufacturers
  • Post type-based interaction rate
  • Post type-based distribution

These metrics will give you a deep insight of the automotive brands on Facebook. You can even get an idea about the strategies they used to gain large fan base, likes, comments, and tweets. Ultimately, attract attention from potential consumers.

Biggest car FaceBook fan pages
reveal giant players like BMW, Audi, Lamborghini, Ferrrai, Mercedes, etc that attract social media followers. It is natural because of their brand image. However, what about those people unable to afford the hefty price tag of a Mercedes or Bentley. So brands attract huge fans but less conversion rates.

Therefore, it becomes necessary to build social media community that interacts with brands and tells them if they are satisfied or post issues and get them resolved on these platforms. When community starts to spread your brand word, it will be very helpful.

Community spreads the word

FORD Fiesta is the best example. 100 socially vibrant people were given European Ford Fiesta version eighteen months prior its launch date in the USA. These social media fanatics had to share their six months experience driving Ford Fiesta on their Twitter, Facebook, Blogs, Flickr and YouTube platforms. This strategy was a total success without spending a dollar in the traditional marketing segment.

Social media marketing was successful for Ford because trust was created through word of mouth by others via social media, which amplified the message. The message was reached before interested audiences and this allowed them to do the talking and to share with other audience like themselves. It also made people know the human side of Ford brand.

Same game was played in India six months prior launch of new Eco-sport. Some 100 bloggers from different geographical regions ran a competition. About 15 to 20 people got this car to travel around these regions. Campaign was tagged as ‘Urban Discover’. A huge buzz got created and 30,000 advance booking was made in a week. Surprisingly, the waiting period was average 8 to 9 months. This inbound marketing strategy and the potential of the model was a great success. 

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Tags: Automotive, Facebook, car


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