How Daimler (Germany) to build brand social media integrated Marketing ecological Circle

Today, for many car brands in digital marketing may be focused on the mobile internet, mobile official website, car friends will app, as well as a variety of models of the game apps: Super Red "350 car shaking shake music", as well as Changan Ford, BMW, Mini and other ⋯⋯app gradually become standard, Now there are 8 apps available on the public website.  Think of a few years ago, social media just rise, the car brand is also rushing at the forefront of the test water: Honda "Everyone knows somebody who loves a Honda"; Volkswagen's Fanswagen activities in the Netherlands are classic--and perhaps a lot more, most of them can't remember. Perhaps today to take the integration of social marketing strategy out to say things seem a bit outdated, but we have three sentences on the integration, while the persistent Umebo fan number, or a wave of campaign, a variety of account blog but also loose fishing, because not see timely return , spend money to buy so many media to do cross-media more afraid not to return, so can only hope that micro-Bo fans can word of mouth of their activities to spread the farther the better; Either, is a lot of accounts many platforms do not know how to operate ...

Today we sit down to see how Daimler operates their social media and mobile-end marketing strategies.

Blog:daimler-blog Official Blog

As Daimler's official blog in Germany, all of the articles came from Daimler employees, not just Daimler's products, but Daimler employees who shared the automotive industry's observation and share of experience from a car industry practitioner.

On the one hand, increased the transparency of Daimler Enterprises, over the years, through the careful operation and maintenance of Daimler, has been very good industry acclaim.

According to the 2010 statistics, Daimler Blog data are as follows:

100,000 page Visits/month


40,000 unique Visitors/month


average visit time:5:11 minutes average access time for each visitor 5 minutes 11 seconds


every blog post attracts at least 1,000 readers on the "first" blog every update will be able to attract 1000 reading visitors that day.


Most popular postings read by18,000 readers over the time running visited the highest number of posts to November 2010 total 18000 Visits


on average 9 comments/post␣excellent value for corporate blogs average 9 comments per blog post


out of 3,000 comments, only 8 had to is deleted (because of infringing we comment policy and not because of bashing the comp any/products)


only 8 spam comments per 3,000 reviews.


google-relevance:highest Ranking of blog topics on Google search keyword matches the highest.


url:http://blog.daimler.de/

Blog:car2go Blog Platform

Car2Go is a subsidiary of Daimler and offers intelligent electric car rental sharing services in several cities in Europe and North America. Friends of the Smart electric car movement should have heard about the news, the world's first electric car rental sharing services program. Daimler is supporting the service system by working with local electric vehicle suppliers in the city. and Car2Go's online blog is Daimler's launch of an electric car leasing program and the latest innovations in electric cars.

url:http://blog.car2go.com/

Facebook:daimler Dour

Unlike many brands, Daimler has built on Facebook a communication platform dedicated to corporate recruitment and personnel-related issues, and on the Facebook page of Daimler Dour, there are not only corporate HR experiences, but also a variety of corporate talent and recruitment information updates.

Url:http://www.facebook.com/daimlercareer

Flickr

Daimler has a large number of fans in the Flickr, the Daimler AG account will not only release a variety of exciting pictures of the race, the title portrait, as well as Daimler's history of product picture appreciation and technology research results, the content is very rich.

url:http://www.flickr.com/photos/daimlerag/

SlideShare

Daimler has two official accounts on the SlideShare, Daimler and Daimler blogs respectively. The former specializes in sharing enterprise and product brochures and various brand strategy documents, the latter is dedicated to Daimler blog, including brand social media marketing strategy and experience sharing.

SlideShare Daimler:http://www.slideshare.net/daimler


SlideShare Daimler-blog:http://www.slideshare.net/daimlerblog

Twitter's 10 major brand segmentation accounts to build a complete consumer dialogue system

Daimler (Germany) has 10 different brand official accounts on Twitter, respectively:

Daimler: Communicate various brand dynamics and latest events

Daimler News: Corporate Journalism and investor dynamics

Daimler Dour: Recruiting jobs and personnel services

Daimler Jobs: This account is set up for fresh graduates, and a dialogue on annual campus recruitment events

Daimler Praxis: This account only updates the various internship opportunities offered by Daimler Group.

Daimler bi:business Innovation (BI), an account that specializes in the latest technology research and latest automotive technology developments within the enterprise.

Car2Go: As mentioned earlier, the Car2Go account is talking to Daimler's car2go electric car rental sharing program.

Car2gether: For the German city, it is the Car2Go service account, which is for the consultation, dynamic and service of the car 2go leasing service in German city.

Car2gona: This account is for the North American market and is an exchange of innovative trends and trends for all kinds of electric cars and urban electric cars and shared leasing programs.

Youtube:daimler/daimler Blog/daimler Dour

Daimler has three brand official accounts on YouTube, Daimler: The group's official video release and share; Daimler blog: All video content on Daimler blogs is posted using this account. Daimler Dour: Here is a video on working life for the Daimler staff family and the latest corporate recruitment video.

Youtube Daimler:

Url:http://www.youtube.com/daimler

Youtube Daimler-blog:

Url:http://www.youtube.com/daimlerblog

Youtube Daimler Dour:

Url:http://www.youtube.com/daimlercareer

Daimler Kununu

Kununu is a well-known local human resource enterprise platform in Europe and a community of enterprises and employees to share interests and dialogues. Through this platform, Daimler has opened up personnel rights and inquiries to all current and former employees, as well as a shared platform for employee enterprise training and the latest management, personnel management and social media knowledge.

Url:http://www.kununu.com/de/all/de/id/daimler-gruppe

Xingxing is a local social platform in Germany, similar to Facebook in Germany, and Daimler has an official homepage on Xing, similar to Facebook's homepage strategy, dedicated to group recruitment and talent Exchange.





Url:https://www.xing.com/companies/daimleragmobile: Mobile End subdivision Strategy

At the mobile end, Daimler will not fall behind the people, but also particularly noteworthy is that not only the early launch of the mobile phone official website Mobile Website, IPad & IPhone App (with the mobile phone official site, the app, in addition to the latest news, including the latest technology trends and the latest information subscriptions), There's also media apps for corporate news and press campaigns.

Daimler Mobile:http://www.daimler.com/mobile

Mobile Website:

Mobile Official website: http://www.daimler.mobi/

Iphone&ipad App:

App store:http://itunes.apple.com/en/app/daimler-ag/id414429553?mt=8

Media App:

App store:http://itunes.apple.com/us/app/daimler-media-app/id482035321?mt=8

Daimler's experience:

1, the Platform function subdivision strategy
2, each platform integration linkage strategy
3, has a long-term overall strategic plan support
4, Content update and maintenance of good management
5, long-term strategy, the ban on consumption (funds, manpower, time)

Integrated brand official social media platform can bring the brand:

1, good and good management SEO

2. To manage and control the mass media in real time. In Daimler's own words.

Real-time mass medium-faster than news agencies–faster than press photographers

3, with the audience market has direct communication, rapid access to market response.

4, perfect and carefully maintained information channels, to create a good brand and transparent brand official image, access to the public's brand goodwill degree.

Daimler Corporate Video: Daimler for me is ...

Finally, this must be a long and arduous protracted war.

author, editor: Vivian.p@damndigital


Vinyl Image:wang Qi@damndigital


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