Something I prepared October 2010 by request during my internship at Arco Publicidad, which was never used for some particular reason. It's a summary of the social media efforts in Puerto Rico, specifically aimed at the executions performed by the automotive industry. Contrasts were made in terms of tone, usage, and cross-channel compatibility with web pages and other efforts such as print media.

1. Puerto Rico Report for Nov. 2010 Social trends in the automobile industry Francisco Vilaró

2. Product updates Video repository for ad spots Dealer locations Special events Photo albums Brand submitted User submitted STRAT Trend – Content Distribution

3. Consulting through messages for repairs Direct marketing approach Interactions with typical conversations Promotions to increase participation STRAT TREND – CRM / Service / SALES

4. Masked questions through conversational engagement Consumer buying habits Media consumption Product insights for future development Applicationusage Product associations Aided recall STRAT TREND – Data & Insights

5. DO – Content placed on relevant tabs DON’T – Content placed solely on wall Executions – do’s and Don’ts

6. DO – Pageview starts at a relevant tab DON’T – Allowing completely empty tabs Executions – do’s and Don’ts

7. DO – Website has full social adaptations DON’T – Website lacks linking to social channels Executions – do’s and Don’ts

8. DO – Link to important news releases on main site DON’T – only use Facebook notes or posts Executions – do’s and Don’ts

9. DO – Experience is an extension of the campaign DON’T – Ads are placed as if it was a normal spot Executions – do’s and Don’ts

10. Fan count is generally trending towards more popular brands in terms of sales with a few exceptions, such as Ford and Nissan. Reasons why will be covered in the brand detailed section to follow. Basic Data *Toyota excluded due to highest fan count of 46,613 in order to allow visual differentiation for other numbers.

11. “The number one reason that a Facebook user subscribes to a brand’s fan page is in order to receive discounts, with keeping up with new products as the second.” – eMarketer Study, 2010

12. Brand focus Case Study

13. Visitor-only content adds value to subscription Social game and contest with real prizes Time spots and ads, as well as other video content Website integreation with ‘Find Us’ and ‘Like this’ (giving errors ATM)

14. Dealership locations on nifty display Promo flyer on static tab that opens on visit (often) Content distribution done through social suite software (HootSuite) / wall is the landing page Twitter platform made for service and CRM

15. Typical content distribution with photos Ad placed through a specific tab – is also landing page Vehicle photo line-up on a tab with links to Nissan PR models page List for locations is simple but not visual enough

16. Start tab focused on events (consistent with brand) Wall is enabled for users (working so far) Links for current events (Ir al Site) link straight to Facebook No information about current models found

17. Wall is enabled for all users Special offers tab with reduced prices is the landing page Model of the moment gets a tab with a link to its own site RSS News feed only relays Mazda USA info

18. Soecial Offer tab is the landing page Dealer location tab is neat with a nice visual Hootsuite – monitoring wall and using it for customer service Twitter platform made for service and CRM

19. Wall enables users to post Shared event with sister brands is the landing page Notes page functions as news releases 14 brand photo albums – only 12 fan photos uploaded

20. Wall landing page – user enabled Car personality match game from U.S. fan page Products only highlighted as an album “Share” on Facebook button is active

21. Kizayashi model is the current landing page Typical content platform Four tabs represent most popular models Touching different pictures substitutes the one being shown on the frame

22. On-site game with FB Like button Special event is the land page and links to game Wall is poorly managed Emphasis on photo albums generated by the brand

23. Featured product is not the landing tab Wall is the main tab – standard distribution platform 20 brand generated albums – no fan produced content Standard video distribution

24. Featured product IS the landing page Dealer listing is simple yet not visual Videos presented in a YouTube tab extends social reach Website links to all their social channels

25. Wall is the landing page and it’s rich with content Main focus is on photos Video page includes more than just ad spots Lack of content variety and offers might turn off users

26. Next Steps Best practices

27. Informing on discounts is not the same as rewarding with a discount Giveaways and contests that are unique to brand fans Facebook “Deals” enables Places check-in to have value Customer service support through social channel increases engagement Adding Value Cross-Channel The Basics Response Plan Work It Features

28. Cross-channel connectivity “Find us” “Like This”, “Share” and “Become a Fan” on page Increases virality and visibility Generates content on feeds Code necessary is free and available on Facebook Developer and Facebook Blogs Release content through a site blog that distributes to social channels through plug-ins Adding Value Cross-Channel The Basics Response Plan Work It Features

29. Social Media is not a spot Do not place your print ads without first adapting them Become more social – videos through YouTube tab expands visibility to other channels Give them the 411 Vehicle list Retailer / Reseller list (This content is visible to all) Adding Value Cross-Channel The Basics Response Plan Work It Features

30. Establish a social media policy for user response Customers seeking service through social channels may not be ignored Set a timeline for answers Implicates active monitoring through various social networks Agency personnel can be trained to respond with an answer set Tech questions receive assistance Adding Value Cross-Channel The Basics Response Plan Work It Features

31. Don’t be Lazy Do not publish things that are half-way done Do not place empty tabs that occupy valuable space Refresh with content so your fan page stays up to date Social Media Optimized releases cut work in this aspect Should also reflect work on main web page Adding Value Cross-Channel The Basics Response Plan Work It Features

32. Inject Relevant Content Interior view pictures with a nice interface Newest models get this treatment Supplement with ‘Photos’ app Add link to main site for specs Adding Value Cross-Channel The Basics Response Plan Work It Features

33. Your Fan Page should be an extension of the brand. It should not replace the web page – they are built to drive traffic to each other.

34. Helpful resources

35. Facebook Deals Blog Post – explains integration with Places Facebook Places Appropriation Guidelines Concerns over merging Fan Page with Places Facebook Developers – info on plugins and Graph API Facebook Connect – Webpage Interactivity Help Center Getting the job done

36. ? Francisco “Paco” Vilaró @: paco.vilaro@yahoo.com @: fjvilaro@gmail.com #: 787.607.6248 W: twitter.com/gandido Thank you for your time