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Customer LoginsHow are Canadian OEMs using Facebook?
Social Media is the place to be for any business these days. It provides a direct engagement channel with the consumer that was never possible. Companies are trying hard to attract more and more people to 'Like' their pages. On the other hand, it has also empowered the consumer to have a direct say and play a vital role in shaping the future of a company and their products.
A recent Ipsos report states that 60% of all Canadians are online and half of Canadians are registered on social networks. In numbers, that's around 17 million people across Canada that are engaged and using a social network. The report also states the number of people visiting social networking sites on a daily basis is increasing, as well as their time spent. Most of the users are 18-34 years old, whereas the older population is increasing day-by-day*. Like any other business, auto manufacturers too are striving hard to be connected with the consumers directly on social networks.
Facebook is considered the leader in social networking. I recently researched the web pages of OEMs to see what they are doing to attract Facebook users. Unfortunately, I didn't find many innovative ideas out there... most of them are offering prizes in exchange of a 'Like' or personal information submission. For brand loyal customers, the option of sharing a story about their vehicle and posting pictures and videos is available.
- Nissan recently launched the "Innovation Challenge" campaign that allows users to enter a 140-character message describing what they think innovation means to them. They have a chance to win a car and some tablet PCs.
- Mazda is offering iTunes gift cards in exchange for users' contact information and answers to some basic questions (e.g. if they own a Mazda or they are looking to buy one in near future).
- Toyota is also running a similar campaign that offers participation in a drawing for a 2012 Camry in exchange of personal information. Users also need to choose from some options related to the Camry's innovations.
- Volvo is running a "Twilight Challenge" which invites the user to enter into a drawing for providing personal information.
- Chrysler, Honda, BMW, VW and Hyundai have separate pages for the Canadian market but are not running any campaigns to attract more people at this time.
- Ford does not have a separate page for Canada, but they have a Facebook presence with an international page.
The use of social media can both improve and harm your product brand due to the nature of the medium. However, the true potential is starting to show.
The graph (above) shows the number of subscribers to the OEMs on Facebook (dated 20th Nov, 2011). This means that any post from an OEM is most likely to hit the wall of these subscribers. The reason of the comparatively large number of subscribers at the VW page could be the recent marketing campaign for new models**, early entry of VW in social networking space or more loyal online VW customers - something other OEMs should look into.
With the introduction of Google+ for businesses recently, we can hope to see some more innovative ways to connect with people on social networks.
References:
* Social Media Use in Canada
** 2011 Marketer of the Year Shortlist: Volkswagen Canada