Facebook Playbook

The web isreorganizingaround people

Auto Dealers can build around people on Facebook

Auto Dealers who build around people drive results

Automotive Marketing Has Always Been a Mix of Paid, Owned, and Earned Media

TelevisionPrint

Outdoor

Vehicle WebsitesEmail Newsletters

Organic Search

OPENDealer Showrooms

Auto Shows & Events Word of MouthRecommendations

Online ReviewsAuto Research Sites

OwnedPaid Earned

Online DisplayPaid Search

Earned Media Impacts Opinion about Dealers but is Difficult to Plan, Manage and Scale

Awareness

Opinion

Consideration

Intention

Sale

Word of Mouth

TelevisionPrint

Outdoor

Model WebsitesAuto Research Sites

SearchDealer Visits

Auto ShowsEvents

Owner Prospect

Marketing Mix

Gap

• Index of importance of WOM on auto purchase vs. other categories = 133

• 71% of new vehicle buyers consult family or friends when purchasing a new vehicle

Facebook Enables Auto Dealer’s to Create Word of Mouth at Scale

1 = Based on a survey of a large auto advertiser with ~50M friend of connection audience2 = Average of results from surveys of 300 fan bases of dealers with >1,000 fans3 = Based on survey of large auto advertiser fan bases

Fan base (Owners)70-75% Aspire to buy, Purchased a vehicle or previously serviced a vehicle with the dealer they fanned2

78% are likely to recommend their vehicle to a friend³

Friends of Fans (Prospects)26% Plan to purchase within 12 months1

40% Indicate recommendations from friends are the most important factor in their decision1

Facebook Research500M+ Facebook

Users

Owner Prospect

Step 1: Connect with Your Dealership’s Customers

OwnedPaid

Earned

OwnedMarketplace CPC & Sponsored Stories

Social Plugins on Dealer & UGC Websites

Customer Communications

News Feed Story to Fan’s ~170

Friends

Like

Step 2: Engage Facebook Fans (Customers) with Publishing, Events & Marketing Programs

Owned OwnedPage Publishing• Coupons & Offers• New Product Info• Sponsored Events• Vehicle Care Tips

EarnedNews Feed Story

to Fan’s ~170 Friends

Branded Applications• Vehicle Inventory• Customer Reviews• Owner Loyalty

Program• Refer-a-Friend

ProgramFans (Owners)

Friends of Fans (Prospects)

Step 3: Build Sales Opportunities with Prospects

500M+ Facebook UsersFriends of Fans (Prospects)

My friend likes this brand

Sponsored Stories

Mike is a fan of your brand

Your BrandLike

Paid 50K Owners

~600K Prospects

Earned & PaidFriend of

Connection• Targeting• Messaging• Creative Rotation

Sponsored Stories• Likes• Check-ins• Application

Stories

Vehicle Sales Strategy

LAUNCH CAMPAIGN POST-CAMPAIGNN+6

Connecting with Owners

Marketing to

Owners’ Friends

Building Awareness

PRE-CAMPAIGNN-6

Marketplace CPC

Social Plugins, Owner Communication

Sponsored Stories: Brand Likes & Application Stories

Friend of Connection Targeting

Target or Reach Blocks

FOC FOC

Email Campaign

“Always On” Strategy Will Build Opinion via Earned Media Throughout Dealer Campaign Lifecycles

Consumer Interest

CAMPAIGNPRE-CAMPAIGN POST-CAMPAIGN

Bran

d Co

mm

unic

atio

ns

Media

Consumer Opinion

Source: Jim Farley, Ford GVP of Sales, Marketing, and Service, 2010 AdAge Digital Conference

Owner Prospect

Convert Friends of Customers on Your Website

Owned OwnedFacepile & Like Button Social Plugins on Vehicle Sites• Increases site conversion• Decreases bounce rate• Sparks on and offline

conversations

Share functionality Built into Key Website Functions• Enables prospects to ask

friends’ opinions by sharing their activities

• Example: vehicle configurations

Dealer Website Vehicle Configurator

Map Dealer Inventory on the Social Graph Without Creating a Facebook Page

OwnedModel OfferSite

PaidOwnedPublish to Facebook Fan Page Targeted Advertising to Friends of

Fans

The web isreorganizingaround people

Businesses arereorganizingaround people

Auto dealers who build around people drive sales and service revenue

52% Increasein share of in-market SUV shoppers

Launching a New Model

Building a Social Dealership Strategy

5.7 MillionPeople Connected Through Honda Love

11,300+Auto Biographies stories submitted

Engaging Active Customers

Combining TV, Video + Facebook

13% IncreaseIn Brand Awareness