Messaging the Automotive Consumer

Jane Collins | Director of Market Research, BlogHer Christine DiMaio | SVP Sales Marketing, BlogHer Matt Rosenberg | VP Solutions, SAY Media Jason Deal | EVP, Digital Director, Initiative

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Put Her in the Drivers Seat: Social tools inform and empower womens car-buying process

Jane Collins and Christine DeMaio Director of Market Research; SVP Sales Marketing

BlogHer

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BlogHer Study: Methodology

Identical survey fielded to two populations in August 2011
The BlogHer Network U.S. Online General Population in 7 markets* Total Study Sample Size

1090 total women 18-76 377 men 18-76 Total sample = 1,467

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: BlogHer Network = 26 million unique visitors per month U.S. sample : General Population markets = Atlanta, Boston, NY, Chicago, Dallas, San Diego, Portland

Social Media and Automotive Purchasing

Key Findings:
Blog advice raises excitement and confidence, while reducing the stress many women associate with the car purchasing process. Social network advice raises excitement, confidenceand stress Blog and other online auto review sites are more influential than all other media channels, including TV, magazines and Facebook Men and women are both adopting social media as a tool to gain information prior to car purchase; but women are more passionate and articulate about their usage

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Women are more excited and nervous when car shopping

Describe the emotions you experience when thinking about buying a new car

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: Total US Population Sample; N = 892

Blogs, social media increase confidence for women And Blogs also reduce nerves and stress

Emotional Response to Purchasing a New Car

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: Total US Population Sample; N = 892; Filtered by either used blog or used social networks advice to help with a car purchase

Top 10 research sources for women when purchasing a car

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: Combined sample; Total Women 18+ What is your preferred method for researching a car prior to purchase? Select all that apply; N = 1,023

Top 10 purchase influences for women: Car Manufacturer sites rank #4 as information source, but dead last as influencer
Entity
Car Dealership Word of Mouth Car Review Site Blog Review Site Auto Magazines Twitter Mobile Phone App TV Advertising Facebook Manufacturer Site

Rank by Influence (Top Box Very Influential)

Rank
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10

Total Sample
66.7% 61.5% 58.4% 46.9% 42.4% 43.7% 38.9% 36.1% 34.7% 33.6%

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: Combined sample; Total Women 18+ Please rank the following resources in terms of influence on your car purchasing decision; N = 1,023

Cost, mileage are most important

Women also favor safety Men like bells and whistles (Style, Power)

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: Combined sample; Total Women 18+ What are the most important components when researching a car for purchase?; Women N = 1,049, Men N = 370

Going green gets higher interest from young women:

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: Combined sample; What sort of green car would you consider for your next automotive purchase; N = 1,039

Key takeaways for automotive marketers

1. 2. 3. 4. Social Media helps women get excited to buy a new car; blogs help calm her nerves Women still come to you: Your site, your dealership. Shape their experiences there Message what matters: Inventory search, mileage, safety and functionality Bring them real user experiences: On your site and on theirs. a. b. Be an aggregation point for womens voices Participate and become a part of a womans social graph

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Women Trust Social Media to Help them Make an Automotive Purchase Decision In their own words...
When we were searching for cars over the past two weeks, I asked a million questions on my (social network) page and got around 40 responses each time. All of the referrals from friends and family helped me make my decision!
I use social media as a crowd-sourcing outlet for major decisions such as the purchase of a car. There are a large variety of people on social media from all parts of the world, walks of life, socioeconomic strata, and the more diversity of opinion I can collect, the better I am able to make a purchasing decision.

Connected with Ford Flex lovers on Twitter. Ford twitter responded to my questions

I found a blog where the writer drove a Volvo station wagon and loved it. Her life is very much like mine so it helped me think that the car would be good for me
583 Total Verbatim Responses

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: If you have ever used a Blog or Social Network to help with an automotive purchase, tell us about it in a few sentences. N = 1076

Men are less chatty about the Social Media experience, but they find the information useful and relevant In their own words...
Blogs have been one source of information for researching cars. The stories and comments can give anecdotal info on any problems--or for that matter, great points--about individual vehicles and dealers. I weigh that information with everything else I learn from other sources

My favorite car blog, autoblog.com, once ran an article that compared top-selling compact cars..It wasn't your typical, straight-forward car analysis, as it took into consideration many everyday traits that any good car should possess, as well as any undeniable X-factor credentials that set the car apart from the pack.

I used opinions of people I knew via Facebook to make my car purchase decision

I did a lot of research first and then used a blog and friends from Facebook on said vehicle to influence my purchase. I wanted to know the ins and outs, any pros and cons etc. 289 Total Verbatim Responses

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: If you have ever used a Blog or Social Network to help with an automotive purchase, tell us about it in a few sentences. N = 1076

Social media empowers and informs consumers during the car purchase process
Word cloud from those who use blogs or social networks to help with an auto purchase

822 Total Verbatim Responses

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Source: Women and Automotive Decisions 2011: If you have ever used a Blog or Social Network to help with an automotive purchase, tell us about it in a few sentences. N = 1533

Cade please help need to incorporate correct fonts for this one.

GUIDED BY VOICES

How Independent Media Influences the Influencers Matt Rosenberg Vice President, Solutions SAY: Media

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

The Future of the Automotive Marketer: Leadership in the Age of Data-Powered Digital Marketing

Jason Deal EVP, Digital Group Account Director Initiative

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

ore l M ta gi Di !

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

DATA
MARKETING TECH
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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ae timatte Ulltim eter U ark ter ip M arkeonsh TM M pi ship o Cham iTn amp M Ch

UMC 13
Red Rock Octagon Death Match

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Teri Traditional Digital

4/1

Breaths digital Behavioral ROI

Brand or DR lens Activations over audience

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Senil Search
RTB Exchanges Intent ROI

5/1

Intent focused

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Sarah Social Guru

Funnel agnostic Channel agnostic Experience focused

7/1

Data Predictable ROI

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Cecil CRM
Audience segments LTV & Most Profitable Prospects Multi-channel ROI Dynamic creative 1st and 3rd party data

6/1

Media? (email and direct-mail)

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Allison Audience Digital

Audience segments Touch-points 3rd and 1st party data Dynamic creative

3/1

Online focus Scale

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Nigel New CRM

Multi-medium Multi-touch Multi-channel ROI Funnel management

2/1

Green

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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A brand is a multitude of direct and shared experiences. Data convergence is going to allow us create richer, more intelligent experiences for consumers throughout their lifecycle.
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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

Kelvin Creative

1/1

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Thank you!

2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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Q&A Tell us what you thought!

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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.