In-Market Shoppers & Social Media

Gathering Information for Purchase Decisions

Robert Brown | Sr. Manager, Social Media Marketing, Nissan USA Jerry Orban | VP, Business Development, AutoGuide Danielle Russell | Head of Automotive, Midwest, Google, Inc. Todd Stainbrook | Head of Automotive, MySpace Moderated by: Lincoln Merrihew Managing Director, Transportation Compete, Inc.

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

Shoppers Are Out There

New Vehicle In-Market Shopper Volumes (Unique number of shoppers by month)

s 4.0 n o3.5 i l l i M 3.0 2.5 2.0 1.5 1.0 0.5 0.0

The ability to convert shoppers to buyers is a function of price, consumer confidence, mix, availability, dealer counts, gas prices, incentives, etc.

20082009
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2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

20092010

20102011

Social Media: Interactive Dialog? Persuasion?

What is it? Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue Persuasion is a form of social influence Automotive: Buy a vehicle and buy mine right now
3
2011 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

How pervasive?
The UAW, in a Facebook posting Monday evening, said

And clearly OEMs, search engines, & forums are players If only we could get them to socialize with one-another

er ob R

Tapping into the Passion

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Driving Automotive Social Media Through Forums

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

+ You
Empowering Youth Culture