How does BMW make the most interactive car brand with Facebook?

According to the statistics of http://www.aliyun.com/zixun/aggregation/13666.html ">socialbakers, as of the first quarter of 2012, The auto industry is the most interactive fan page category on Facebook. BMW, the German car brand, has the brightest performance, in addition to the largest page (from February 2012 to early March, there are 1 million fans, more than 13 million fans) and the most interactive car brand.

The BMW fan page encourages fans to send pictures and share their driving experiences as the latest news, information, and entertainment feedback on the page. What can we learn from this industry leader on Facebook? How does a car brand trigger a fan interaction? Let's take a look at 5 tips from the BMW Community media strategy that can inspire us:

1. Create a wonderful picture

Car brands usually have a higher budget to provide marketing planning and activities to use, so have the ability to exquisite, high-quality images, advertising, film and other ways to present a variety of models. The core of Facebook's timeline (Timeline) is storytelling, and in social media, the core of storytelling is the picture.

Tip: Put more focus on your photos and albums. Making beautiful, original, and creative pictures does not require a high budget.

BMW's goal setting is to use social and digital marketing to build social networks through the most matrix. They have launched several action apps, such as the Ultimate Drive app (the ultimate Driving app), which provides a road map for users to mark their favorite paths, share tips, and score paths. In general, community loyalty based on hobbies, such as automobiles, is high and firm.

Tips: Extend your product, hobby, planning, or service, and gradually build your own community community. Starbucks, for example, exhibited a photo of their community service activity, and the effect was great.

3. Monitor information from your community network

BMW also has a customer service team dedicated to monitoring information from Twitter and Facebook. They will pay attention to key words related to the BMW car problem and tell whether the problem is individual or universal. The team will then further alert the dealer network.

Tip: This is a good demonstration of how a brand uses social media to find out what people are talking about in a product or service. Moreover, the best part of the approach is that brands can know the problem more quickly than dealers or journalists.

4. Design Challenging competitions

BMW's "0 to Desir3" film, which is posted on YouTube, encourages fans to submit their 5.9-second film to show how much they want to own a BMW328 car in real life. Fans can vote for the best film. Why is the film so short? Because this car can reach 60 km/h from 0 in 5.9 seconds, it is a big challenge to apply this idea to a short time.

Tip: Launch a game that challenges fans, such as sending out the best photos or the funniest videos.

5. Combined with the type of stickers and media

It's interesting to see a product or service from all angles. Car brands provide a variety of content for fans-see behind the scenes, even the entire production process. Being able to see sketches, internal details, new technology, or employee work processes for the latest models is enough to make fans feel like you care about them and everything becomes more humane.

Tip: Provide your fans with exclusive content and combine the types of stickers and media to make the text more fun and interactive!

BMW's performance on Facebook with other car brands

The chart below is the result of data collected from January 2012 to April 17th. As we can see, BMW fans like albums, pictures, links, movies, and dynamic updates.

If we compare the performance benchmark of BMW with that of the whole automobile industry, we find that the general car brand will also have many pictures and links, but the interactive effect is not ideal, but BMW has very high interactive numbers, especially the photo album (0.31%) and information (0.13%).

Title: BMW Fans Page

Original link: inboundjournals.com

References: What makes car PS