Case Study - Honda's Love Affair with its Fans
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Honda’s Love Affair with Its Fans Alicia Jones, Manager of Honda & Acura Social Marketing American Honda Motor Co., Inc. @Alicia_at_Honda
description
In this case study, American Honda Motor Co.'s National Manager of Social Marketing will explain how the company is using social media to start new conversations with customers. Through their "Honda Loves You Back" owner appreciation social media initiative, Honda has tapped what they've learned about their customers to turn owners into brand evangelists by reciprocating extraordinary gestures of love back to them. PRESENTER Alicia Jones, Manager, Social Media Marketing, American Honda Motor Co., Inc. @Alicia_at_Honda
Transcript of Case Study - Honda's Love Affair with its Fans
Honda’s Love Affair with Its Fans
Alicia Jones, Manager of Honda & Acura Social MarketingAmerican Honda Motor Co., Inc.
@Alicia_at_Honda
Everybody Knows Somebody…
4MM+ people have become fans of the Honda Brand and models.
Love From Our Fans…
We decided to return the love…
Free Parking and Car Washes
Reciprocating gestures of love…
The Realization…
Our fans and owners stories are better than anything we could imagine.
Meet Million Mile Joe…
Love on Valentine’s Day…
Monsters Calling Home…
The Idea…
The Plan to share their story…Owned, Paid and Earned Media
The Plan…
TrueView - targeted but inexpensive video views
Search – reached those who hadn’t seen it.
Promoted posts to fans + network of friends Promoted tweets to share the love
Video seeding to music, entertainment + auto enthusiasts who reported on the story & embedded our video
The Story…http://honda.us/MCH
The Results…• Over 1.4MM YouTube views• 40,000+ Facebook “Likes”• 83,000+ new Facebook fans• Over 3.6MM reached on Twitter• Coverage in Huffington Post, Vh1,
Adweek & screen in Times Square
The Lessons…
• Be a Story Teller. It must capture and convey your brand’s essence and express it in a way that matches the perception.
• Be a Listener. Your stories are out there. Listen for them.
• Engage wherever Customers want to engage with you.• Be Nimble. Stories change. • Amplify. Share their experiences on social platforms in
ways unique to your brand. But let the story speak.
• LOVE YOUR CUSTOMERS BACK
Alicia JonesManager, Honda & Acura Social Marketing
American Honda Motor Co., Inc.
@Alicia_at_Honda
