Posts Tagged ‘Jeep’

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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Onlyinjeep_logo(Courtesy of Cartype)

Jeep is special. Among all the automotive brands I pay attention to, Jeep is the one with distinctive characters. “Tough”, “manly”, “extreme”, “fun”… People associate these concepts with Jeep naturally. And because of these characters, it is challenging and intriguing to monitor the brand. Here are my insights and suggestions for Jeep’s listening and monitoring strategy.

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