Leveraging the Digital Giants: Google, Facebook and Twitter

Transcription

1 Leveraging the Digital Giants: Google, Facebook and Twitter Peter Leto Google Phillip Rather Facebook Chad Rumminger Twitter Phil Sura UnityWorks #NADASHOW

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.

3 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

4 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

5 Click to edit Master title style IMMEDIACY + RELEVANCE + CONVENIENCE

6 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

7 Click to edit Master title style 7 PROPERTIES WITH +1B USERS

8 Search = Intent!

9 SEARCH IS STONGLY CORRELATED TO SALES (R² =.82) Google Search Interest vs. SAAR

10 50% of traffic to OEM sites 1B+ USERS EACH 66% of traffic to dealer sites

11 2B on Facebook each month 1.2B on Whatsapp each month 1.2B on Messenger each month 800M on Instagram each month

12 RELEVANCE ACROSS THE PATH TO PURCHASE Impact 100% of the customer journey From consideration to ownership, target the right person with the right message. Over 12 mo. of ownership Up to 12 mo. from buying Up to 6 mo. from buying Reach consumers in the mindset they re in and connect the dots between brand and DR. Early ownership 1-3 months from buying

13 Almost half of U.S. Car buyers are on Twitter Source: Oracle Data Cloud 2016 (T4A Presentation)

14 Twitter users are 79% more likely to buy in the next four years, compared to non-users Source: Twitter Vehicle Path-to-Purchase, Nielsen, 2016 (T4A Presentation)

15 TWITTER DOMINATES THE MOBILE IN-MARKET AUDIENCE 10.7M monthly in-market visitors to the top 4 endemic sites Comscore PlanMetrix Mobile Only Visitation, 6-month in market as of March 2017

16 TWITTER DOMINATES THE MOBILE IN-MARKET AUDIENCE 10.7M monthly in-market visitors to the top 4 endemic sites 19.7M Twitter monthly in-market visitors Comscore PlanMetrix Mobile Only Visitation, 6-month in market as of March 2017

17 TWITTER HAS A HIGHER COMPOSITION INDEX OF IN- MARKET SHOPPERS THAN ANY OTHER SOCIAL NETWORK Comscore, PlanMetrix Mobile, % composition of users likely to be in-market in the next 6 months, March 2017

18 USERS COME TO TWITTER TO DISCOVER CONTENT OUTSIDE THEIR SOCIAL CIRCLE Discovery Mindset Information Seeking Private Life Inner Circle Public Life Outer Circle Relaxation Mindset Mindless Stumbling Sources Adams Egg Qual Study & SMG Insiders Video Study, 2016

19 AUTO SHOPPERS LOOK FOR THE BEST PLACE TO BUY #1 want to see promotions and sales from dealers 8 in 10 Twitter shoppers want to see dealer information on the platform #2 #3 want to see vehicle maintenance and advice from dealers on Twitter want to see contact information and locations from dealers on Twitter Source Twitter Vehicle Path-to-Purchase, Nielsen, 2016

20 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

21 RECOMMENDED MINIMUM BUDGET PER VEHICLE SOLD $100 Allocate at least $100 per vehicle sold toward Google Ad solutions.

22 ONLY OPTIMIZING FOR CLICKS CAN LEAVE A LOT ON THE TABLE

23 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

24 THE MODERN AUTO SHOPPER S PATH TO PURCHASE IS COMPLEX Omni-channel, non-linear and agnostic to traditional tiered automotive messaging it s a cross-everything world Starts her discovery with a vehicle launch ad on mobile Searches for dealerships on desktop Test drives a vehicle at a dealership Purchases the one at the dealership Goes back to researching other vehicles Submits a lead form on tablet PURCHASE

25 REACH MATTERS: HIGH REACHING CAMPAIGNS DRIVE MORE OFFLINE SALES TOP QUARTILE SALES 75 % of total sales, 2x average reach +169 % +139 % Higher campaign BOTTOM QUARTILE SALES 25 % of total sales More sales incremental buyers Source: Reach Matters: Driving Business Results at Scale by Facebook IQ, Jun 2016.

26 THE PROBLEM WITH LAST CLICK ATTRIBUTION

27 LEVERAGE ATTRIBUTION MODELING FOR PROPER MEASUREMENT Our recommendation Last Click First Click Time Decay Linear Position- Based Data- Driven

28 ALWAYS-ON STRATEGY Constant Consideration - Upper Funnel EVALUATE ADVOCATE CONSIDER INTEREST TRIGGER LOYALTY LOOP BUY DECISION TRIGGER EXPERIENCE Source - Branding in the digital age, Harvard Business Review CONFIDENTIAL

29 ALWAYS-ON STRATEGY Constant Consideration - Lower Funnel EVALUATE ADVOCATE CONSIDER INTEREST TRIGGER LOYALTY LOOP BUY DECISION TRIGGER EXPERIENCE Source - Branding in the digital age, Harvard Business Review CONFIDENTIAL

30 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

31 80% of online traffic will be video consumption by 2018

32 LEVERAGE VIDEO TO DRIVE CONSIDERATION #1 Ad format to discover new vehicles #2 Ad format to learn more about vehicles in the consideration set (behind #1 search ads)

33 VIDEO DRIVES ACTION Actions Taken After Watching Video 97% performed an action after watching a video

34 IDENTIFY OPPORTUNITIES-BDI/CDI BDI Sustain Brand Queries: Category Queries: Create Demand Brand Queries: Category Queries: High Low Low Low Maximize Opportunity Brand Queries: Category Queries: Brand Queries: Category Queries: High High Shift Consideration Low High CDI

35 ACURA TLX Captivating elements identify early INSERT VIDEO HERE Set to auto play

36 HONDA CIVIC Framed for mobile visual surprises INSERT VIDEO HERE Set to auto play

37 ORIGINAL TVC VS. MOBILIZED FOR FEED INSERT VIDEO HERE Set to auto play INSERT VIDEO HERE Set to start after previous

38 WHAT WE DID Replaced generic couple shot at beginning with dynamic product image, including name and logo Added initial question to spark curiosity Added stylized text overlays to increase comprehension without sound Added captivating footage of sugar and cream to reinforce Nestle's key ingredients message

39 Video on Twitter 1.2B Total MRC Video Views Per Day 2X growth in the past 12 months Source: Internal Twitter Data, Aug 2017

40 Video on Twitter Twitter users mindset matters. More attentive More responsive More trusting Video ads are 2X more memorable Source: Firefish & The Numbers Lab, IPG Media Lab + Twitter, 2016

41 VIDEO SOLUTIONS THAT ALIGN WITH YOUR MARKETING VIDEO ON TWITTER OBJECTIVES Break through during big moments Build brand relevance and align with consumers passion points Develop a deep connection at scale and drive action

42 Twitter Autos REACH THE RIGHT AUDIENCE IN THE RIGHT MINDSET Tailor your strategy depending on your core objective and target audience Video Website Card Image/Video Carousel In-stream Video Ads In-stream Video Sponsorships Reach new/hard-toreach car buying audience Increase sponsorship association DM Card & Experience Drive more action (sales, site visits, etc.) Deepen engagement with customers / owners

43 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

44 CUSTOMERS FOR LIFE Polk Owners Your CRM/DMS Lease Maturity, Equity Used Car mileage, year Fixed Operations Oil Change, Parts Accessories

45 Booking Service Jobs Using CRM & POLK The Nissan dealership wanted to raise awareness among residents about its new location and increase vehicle service orders, particularly among Nissan owners who service their vehicles at independent auto shops. 75,656 Owners Reached 5,000 Website Visits 201 Booked Appointments

46 Revving up service visits The New Jersey car dealership used Facebook Offers to reach current Acura owners who had never brought their vehicles into the dealership for service. 221x 118 Return on Ad Spend Offer Claims

47 FOCUS ON FIXED OPS $340B spent by consumers annually on vehicle repair ONLY 29% of the fixed ops market is captured by dealerships

48 FOCUS ON FIXED OPS!

49 FIXED OPS IS IMPORTANT TO CUSTOMER LIFETIME VALUE Shoppers who service their vehicles at your dealership 3x more likely to buy their next car at your dealership

50 SEARCH CASE STUDY

51 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

52 LEVERAGE VARIOUS DATA SOURCES 1 st Party data Custom Audiences Third-party data Partner categories CRM DMS Website Facebook data Demo Interests Behaviors Location Connections

53 HIGH PERFORMANCE LOOK-A- LIKE Facebook leverages over a million factors to find people who look and behave like in-market people to drive higher performance. Recent home buyer Is a dog person Works at tech company Has 2 Brothers Likes soccer Has 2 Brothers In a relation ship Travels to California U ofm Graduate Is a dog person Likes The Walking Dead Reads Tech Content I

54 GOOD CREATIVE Make it Relevant Business Objective Tie your messaging to. Monthly Offer Events Audience (i.e. Millennials) Dealer Amenities

55 TARGET IN-MARKET SHOPPERS Remarketing Lists For Search (RLSA) 1st Party Data Data From Your Dealership 3rd Party Data Data From 3rd Party Sources

56 29% OF RECENT BUYERS USED S O C I A L M E D I A S H O P P I N G U S E I S GROWING SOCIAL MORE SOURCE #TWITTER4AUTO Twitter Vehicle Path-to-Purchase, Nielsen, 2016 Q44 Which of the following statements are true of your most recent vehicle purchase/ lease compared to when you purchased/ leased a vehicle in the past? HEAVILY THAN FOR

57 SHOPPERS LOOK FOR THE BEST PLACE TO BUY INTENTION 8 in 10 of Twitter shoppers want to see dealer information on the platform #1 want to see promotions and sales from dealers #2 want to see vehicle maintenance and advice from dealers on Twitter #3 want to see contact information and locations from dealers on Twitter SOURCE Twitter Vehicle Path-to-Purchase, Nielsen, 2016 Q71 What kinds of information would you be interested in seeing from local dealership accounts on Twitter? #TWITTER4AUTO

58 DEALERS ON TWITTER DRIVE TO DEALERSHIP Who Are You Trying to Reach? Tailor-Made Targeting Solutions for Dealers Retention of OEM Product Owners 1 Reactivation of Inactive Customers 2 DELIVER TAILORED AUDIENCES Increasing Share of Garage 3 Increasing VIN Share for Brand 4 SELECT TOP / RELEVANT KEYWORDS #TWITTER4AUTO NEED NEW CAR Service #TUNEUP OIL CHANGE MODEL TEST DRIVE

59 PERFORMANCE AT EVERY STAGE OF THE FUNNEL Awareness Interest Consideration Purchase Interest Followers Look-a-likes TV Targeting Events Keywords Emoji Tweet Engagers Tailored Audiences Overlay with Location Language Device / Carrier Gender / Age

60 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

61 DYNAMIC ADS FOR AUTOS Share a catalog of available inventory, offers, or services, to Facebook Facebook identifies people who have visited your website or otherwise shown auto intent Facebook determines the most relevant combination to show that person

62 Leveraged our scale and people-based targeting for success

63 DYNAMIC ADS FOR AUTO OFFERS

64 REACH USED VEHICLE BUYERS ON FACEBOOK MARKETPLACE List your used vehicles on Marketplace People can click to view more information like price, model and mileage Connect with interested buyers over Messenger

65 THE NEXT FRONTIER Pre- Digital Internet Mobile Web Apps?

66 FACEBOOK MESSENGER BOTS ARE PERFECT FOR SALES OR SERVICE

67 YOUTUBE BUMPER ADS :6 Ads: bite-sized content with a punch TrueView: pay only for views (:30 secs) or actions

68 BEST IN CLASS BUMPER INSERT VIDEO HERE Set to auto play

69 LESSONS LEARNED FROM TOP PERFORMING AUTO ADS Go Bright Go Fast Feature Focus Get Human Get Out

70 AGENDA: KEY POINTS Why focus on digital? Why does a dealer need your company? What is a good budget? What about ROI and attribution? Where does video fit? What about fixed operations? Leveraging specific ads for a specific audience New opportunities Concluding statement

71 Twitter delivers the right audience for those big brand moments as well as those moments when consumers are ready to walk onto your dealership 05 Mar 2018

72 Questions

73 Leveraging the Digital Giants: Google, Facebook and Twitter Phil Sura Your photo here VP UnityWorks #NADASHOW