AUCKLAND: More and more New Zealand-based motoring companies are using social media as a marketing tool. Twitter and Facebook are widely used by companies to advertise launches, hold competitions and interact with customers. Two motoring giants have taken to Facebook in particular to win over fans. Holden New Zealand holds the top position at 26,879 fans, second is Ford New Zealand at 16,133 and coming third is Hyundai New Zealand with 10,226 fans. However, not all motoring giants have earned fans on Facebook; Kia Motors New Zealand and Mercedes Benz New Zealand both have 1 fan. Unlike most, motoring companies aren't so concerned with the number followers they have or fans, social media has just become an unquestionable standard marketing tool. Before the social media revolution, motoring companies relied on magazines, showrooms and grand competitions to advertise new products. Today, these same companies, with minimal cost, can easily post a tweet, Facebook message or even upload a video onto YouTube to relay information to customers. Last year, Holden New Zealand proved the power of Facebook by launching its first campaign called the ‘Single Track Challenge'. Neil Waka, Holden NZ's corporate affairs manager said “the promotion was based on a Facebook competition to find a fan who would drive a new Commodore sedan the length of the country to see how far they could go on a single tank of fuel.” The drive from Auckland to Christchurch was captured by an on route cameraman. Live updates were posted on Twitter and Facebook as the challenge took place. Holden's number of Facebook fans increased from 900 to 6300 within 24 hours from the start of the campaign. To promote the Fiesta AB35, Ford NZ also looked to social media, “We did use traditional television advertising initially, that was to drive people to the AB35 website and the Ford NZ Facebook page, where people could sign up to play a ‘parts pursuit' game” said Ford NZ's communications manager, Tom Clancy. The prize was a 12-month lease of a new Fiesta. The response was “fantastic” said Clancy. Within the space of 24 hours from the start of the game Facebook ‘likes' reached 15,000. “In general, people have become less trusting of corporates around the world and with the rise of social media, the connected conversations people have with each other in social media are an increasingly important resource of information and opinion,” said Clancy. Clancy described conversations on Facebook and Twitter similar to the ones you may have at a barbeque among friends except with social media there are thousands of people at the barbeque including the specific motoring company, thereby creating a powerful network. With the success seen by existing NZ motoring companies, social media is set to continue as a vital marketing tool to gain brand followers and fans. BM
