Social Media strategy is part of So-Lo-Mo strategy (Social, Local, Mobile) which is part of the business strategy. www.alfonsogadea.es

1. Social Media Plan – Mercedes Benz dealer
Alfonso Gadea www.alfonsogadea.es agadeana@gmail.com

2. Strategy
Social Media strategy is part of So-Lo-Mo strategy (Social, Local, Mobile)
which is part of the business strategy.
Social Media is about Inbound Marketing: It focuses on consumers finding
you: Make it easy to people who are already actively searching for the
product, this way generating more qualified leads and advocacy.
These are the basic steps:
• Embrace Social Media as an important communications channel.
• Ask prospective & current customers to like/follow us.
• Create fresh, relevant, targeted content, specifically designed to reach a
distinct audience, driving:
• consideration and sales among new customers,
• loyalty and advocacy among owners.
8. Leverage social media to break into the consideration of loyalists and
encourage competitive switching.
Alfonso Gadea

3. Target groups & profile
Group 1: Customers
- Current customers: make’em fans!
- Customers’ friends: reach them!
- Target profile (see below).
- Mercedes’ fans and their friends: They have more friends! (1)
Group 2: Thought leaders (2)
- Journalists and bloggers, leaders on automotive issues.
- Passionate about cars involved in discussions.
Managed through PR (follow and help them, get them follow and recommend us)
and specific channels (motor sites and discussion groups).
Target profile
A mix of our customers’ profile + social media users:
- get what they deserve MB customer
- identified with their brands MB customer
- find fair prices (3) used cars buyer
- control the buying process e-buyers
(6) According to a study of 15,938 Facebook users, the average fan of an auto brand has 433 friends,
which is three times the amount of the typical user.
(7) This presentation is focused on Group 1.
(8) We can find similar online profiles: e.g. luxury brands outlets such as Vente Priveé.
Alfonso Gadea

4. Positioning
Passion…
…is the beginning of everything.
Passion is to be breathed from the start.
From passion we can drive fans through
> News > Special offers > Service > Whatever...
Alfonso Gadea

5. Structure
The main driver is the customer / fan profile, starting with what they have in common: Passion.
Passion & Cars + Local experience + Apps
New Used cars Trucks
Our professionals
One 2 One
New Used cars Trucks
Service Com
New Used Trucks Dealer Blog
& parts pany
An extraordinary experience
Alfonso Gadea

6. Contents - Facebook
Passion & Cars + Local experience + Apps
News feed One common page to attract customers from passion, build a
Vehicle info. community, drive its members to the website / Twitter
Pics of vehicles. and get advocacy (this is the best ROI in Social Media).
MB rallies. Through apps we can offer specific contents (and browsers)
Video ads. about used cars, trucks, services or parts.
Reviews from a forum The difference from the brand’s page is that we tell local
or magazine. experiences through stories, videos, pictures… and invite the
community to tell them.
Customer feedback.
We get our community experience travel on-off-on
Reviews from owners.
(e.g. Fans sharing pictures, trying our cars downtown, our mechanics
Website links. giving a speech in a mall or a brand’s designer invited to our town).
Social interests. We show what our new cars customers live and what our used cars
customers aspire to.
Apps
Browser, pricing information, payment calculator, updated inventory listings.
Alfonso Gadea

7. Contents – Twitter & LinkedIn
New Used cars Trucks
Lots of passion Lots of special deals
- Lots of contents from the brand / magazines. - Incentives, rebates, giveaways, sales
- All kind of exclusive events where we can appear. - Last in / Last sold.
- Thought leaders talking about us. - Tips to find deals.
New / Used / Trucks
- Ownership info (recalls, maintenance reminders)
Our professionals
Social Media is a business process involving the whole company.
- Our professionals (mechanics, salesmen, etc.) may get involved in group discussions or
simply make their professional profile visible.
- MB has a company profile which is to be referred by all professionals.
Let’s get staff that has more free time – such as the parts and accessories department – to
manage LinkedIn, Facebook, Twitter... and help to make our community grow.
Alfonso Gadea

8. Contents – Mobile & Repository
One 2 One
Info Tools
- Maintenance reminders. - Remotely lock doors.
- Roadside assistance. - Remote horn / lights to find car.
- Vehicle health info. - Parked car locator (GPS).
- Manufacturer vehicle notifications.
- Diagnostic trouble code.
- Owner’s manual w/ easy navigation.
- Service schedule.
New Used cars Trucks
Image is the essence of passion so it’s an important part of our
content spread through every channel.
Different channel for each profile so that our fan can view more
content of the same kind.
Alfonso Gadea

9. Contents – Website and other channels
Service Com
New Used Trucks Dealer Blog
& parts pany
Home: origin of passion. Saxony / Bavaria
- Content from the brand. - Facilities and the team.
- New models in SW. - Local events.
- Special & VIP’s local events.
Special deals Listen to our team
- Car of the week and last in. - Opinion from mechanics,
- Incentives, rebates, giveaways, sales. salesmen, finance, etc.
- Follow us on Twitter.
The website is still the main place to show our identity, our DNA, and
where we keep the control.
An extraordinary experience
Let’s spread good contents through exclusive channels.
For example, let’s create an exclusive interactive magazine for our customers, including
the most important topics this month... And let’s have it uploaded to the Apple store!
It is cool and also iPhone users may be included in our target profile.
Alfonso Gadea

10. experience deals community
content exclusive on-off
image passion brand
fans price team leads
inbound
aspire control local
advocacy
Alfonso Gadea www.alfonsogadea.es agadeana@gmail.com