Archive for the ‘All About Cars’ Category

I am recently doing a study on social media marketing of automotive brands – a sort of continuation of my course project two years ago. I plan to write down my findings and share with you. Hopefully it will stir up the discussion and help me learn more about promoting auto brands on social media.

Are you engaging, or are you broadcasting? This is a serious question we should ask ourselves from time to time when we are promoting brands on social media. Believe or not, it is tricky to lose the ego and the compulsion to perform monologue that “our products are awesome” and instead wisely realize that you can pick up your consumers’ content – which might be even more awesome.

Three auto brands I’ve been studying gave me the inspiration of this topic: Jeep, Saab, and MINI. Generally speaking, these brands are marketing as niche brands. They may not have as many fans as BMW does, but they manage to embrace the power of active fans, which is highly valuable. Here are three tips I learned about how to use user-generated contents (UGC) to boost your Facebook pages:

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Courtesy of E Releases

Media relations 2.0 is real.

I say this because I found perfect evidence today. Social Car News, one of the automotive blogs under High Gear Media, published a post on Feb 18. The post questioned Jeep’s recent celebration as the “first domestic automotive brand with more than 1 million Facebook fans“, because Ford Mustang and Chevrolet Camaro already hit the record before Jeep. Joel Feder, the author asked: “Is Jeep splitting hairs when it comes to Facebook Fans?

So far the post only attracted 57 views. Not really impressive. However, the only two comments surprised me a lot based on the people who left those comments.

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social_media_sentiment

Sentiment is the “It” girl in social media monitoring.
In the circle of social media, we do monitor everything, but sentiment is the one we cannot afford to ignore or forget. After all, no brand or marketer likes to hold a Twitter bomb when it’s already ignited. We monitor the sentiment so we can immediately jump in to save the negative conversations. My question here is:

“How do we find those ‘bombs’ in the jungle of social media?”

Recently I’ve been learning and practicing online monitoring by experimenting with a variety of monitoring tools. Here are my current thoughts on finding social media “bombs”:

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Integration will be a key focus for social media strategists in 2011. This is from the research result of Altimeter Group’s recently published “2011 Social Media Business Forecast”. According to Jeremiah Owyang’s keynotes for this research, 46.7% of 140 corporate social strategists said they would focus on the integration of social media onto corporate website.

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Volvo is unique. It is the automobile brand that persistently pursues safety technology and innovates. It is also the trustworthy brand that offers premium value to consumers. In United States, Volvo is known as “Mom’s car” because of the maximized protection it gives to families. Important as tradition is, transformation is inevitable and irresistible. Volvo faces fierce competition while it still has potential to grow and expand. In this proposal, I have analyzed Volvo and designed a package of social media marketing strategies for Volvo. Here are my final proposal slides and text descriptions.

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