Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero
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In her SocialMedia.org case study presentation, Subaru's Lauren Papasidero explains how they integrate user-generated content into their social media strategy.
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Subaru: How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media, presented by Lauren Papasidero
- 1. Subaru Lauren Papasidero How Subaru shares the love from its loyal fans and uses UGC to maximize organic social media MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016
- 2. 1 How Subaru Shares the Love From Its Loyal Fans and Uses UGC to Maximize Organic Social Media Lauren Papasidero @LaurPapasidero
- 3. 2 Who Owns Your Brand’s Social Media Channels?
- 4. 3 At Subaru, Social is Owned by Public Relations
- 5. 4 Social Content from Subaru PR is Organic… NO paid support! 2M+ Fans 350K + Followers 275K +Fans
- 6. 5 Marketing Occasionally Runs Paid Campaigns
- 7. 6 Daily Content Comes from PR and is….
- 8. 7 Earned Social Media is HARD!
- 9. 8 Lucky?
- 10. 9 Our owners LOVE their Subarus and they love taking pictures of their cars
- 11. 10 Make it easy for fans to be a part of your story Easy for fans to experience Brand’s Story Easy for fans to add to Brand’s story Easy for fans to be a part of Brand’s story Inspires fans to share content
- 12. 11 Subaru social needed to embrace storytelling Because what we had, wasn’t working.
- 13. 12 Written word is great, but…
- 14. 13 Stop them in their scroll? Use multimedia.
- 15. 14 Leveraging our fans started working and fans began noticing our use of UGC
- 16. 15 Fan Photos Kept Coming
- 17. 16 We listened to fans and noticed a trend…
- 19. 18 We noticed other Subaru trends & had to leverage them
- 21. 20 ALL OF A SUDDEN, FANS STARTED SENDING US ALL KINDS OF UNIQUE UGC CONTENT
- 22. 21 Fans Started Sharing Photos of Their Children …. So, we created #Subababy and #FutureFanPhotoFriday
- 23. 22 Stay timely and current, use what is familiar
- 24. 23 #WRXmas Prep Awareness Posts Starting after Thanksgiving Multiple Requests for #WRXMAS Content 18 Days of scheduled #WRXmas posts BEFORE 12/1!
- 25. 24 #WRXmas
- 26. 25 Success
- 27. 26 #WRXmas THANK YOU Gifts
- 28. 27 UGC Works for Organic Content! VISUAL PERSONALIZED SNACKABLE SHARE-ABLE UGC WORKS!
- 29. 28 Emotions Help Personalize Social Media Emotions Engagement Experiences
- 30. 29 Best Part About Using UGC….
- 32. 31 Fans Posted Their Gifts and People Took Notice
- 33. 32 Using UGC Builds Brand Loyalty and Love
- 34. 33 It’s Important to Talk to Your Customers
- 35. 34 Build Relationships and Trust
- 36. 35 Pay to Play? No! Organic Can Work!
- 37. 36 For Every Piece of Content You Share… Why would a fan care? Why would a fan share the content? What do they want to share?
- 38. 37 EMBRACE YOUR ADIENCES PERSONA AND OWN IT
- 39. 38 Summary • Organic Social Media is NOT dead! • Pay attention to what your audience needs and wants • What resonates with your audience • Notice what your audience engages with and use it! • Make it emotional • Involve your audience as often as you can
- 40. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016