Happily Married: Automotive And Social Media

The Automotive Industry has been beaten and bruised over the last couple of years. Obviously the recession can claim its share but also the rules on emissions have been sharpened and they will keep being tightened.

There might have been a decrease in sales results, but there hardly has been a lack of trying. A lot of the car manufacturers have been looking into the not so new book: Social Media.

Social Media can transform your brand into a more engaged, tuned-in and effective organisation.  We buy cars because we need them; work, kids, fun etc. we do also need  to replace them.

So instead of marketing and selling for new clients, car manufacturers can obtain a quick, profitable and long-lived win if they keep in touch with their clients and fans. However; a lot of car manufacturers have been lagging behind. They are still comfortably relying on their bull-horn, to-the-point advertising and trying to push the message to as many people as possible.  But, some manufacturers have engaged earlier and are starting to harvest the benefits.

Here are some examples:
The biggest car manufacturer in the world, Toyota, has taken a severe hit last year. Aside from the economic and industrial turmoil the company was in, a massive negative backlash occurred due to the infinite safety recalls on their vehicles. Instead of trying to weasel their way out to avoid negativity, Toyota rose to the opportunity and created a dialog with her clients: http://toyotaconversations.com/ 

Mini Canada has a great Facebook page where they engage with their clients in their tone of voice and with a strong cross-promotion to Red Bull. Here you can meet the fans and drivers, get the latest news, share your best pics and stories of your MINI and yourself.

Most of us know the Volkswagen fun theory. Volkswagen set out to let people have more fun, and changing their behaviour for the better. Here is a fun video:

Hopefully we all know now that your purchasing decision is not made because we’ve seen a great Ad. Granted: it does steer us in the awareness phase, but real decisions are made because the influence our direct peers have or the sales rep in front of you.

So even if automotive manufacturers make compelling campaigns or nice theories; the actual decision is made at home surrounded by relatives and friends and the deal is closed at the dealer… This is where I think the Automotive Industry can make its biggest win. Empower your clients to have a haven where they can connect to their peers, and empower the (local) dealers with the tools to actively engage with these customers. They do really need a car!

Build a sustainable long-term strategy, set-up crystal clear guidelines, facilitate the information and platforms and be true to your clients!

I am curious to hear your two pennies worth!