Last week, we brought partners from across the U.S. auto industry together at the first #Twitter4Auto gathering for two days of education, inspiration and conversation — so much conversation, in fact, that both events trended on Twitter.
#Twitter4Auto trending in the top spot in Detroit. #BOOM pic.twitter.com/u8i0viZzq3— Eileen Ann ( @eileen_ann) June 9, 2015
#twitter4auto trending ABOVE 1D and Murdock news!! And who says LA isn’t a car town!? pic.twitter.com/ryz4gy7fYE— Liz Newman ( @enewman) June 11, 2015
Fittingly, we began the week in the Motor City.
Get ready Detroit, we are here for #Twitter4Auto! #VROOMVROOM @CRumminger @christinecuoco @RKRosengard @eileen_ann pic.twitter.com/lRwQaa2ize— Kristine M. Yapp ( @kmyapp) June 9, 2015
We opened the afternoon in Detroit to discuss why Twitter matters to auto brands (hint: it’s all about mobile, and connecting with consumers around the power of #NOW).
Chevy used as an example of brands doing twitter right #Technologyandstuff #Twitter4Auto #Chevrolet pic.twitter.com/kQsGurrKdx— Josie Castro ( @UnicornyDaily) June 9, 2015
Consumers are living in the now! #twitter4auto Users check their phones 150x per day.— Ted Constan ( @TedJustTweeted) June 9, 2015
CNET’s Brian Cooley (@briancooley) took the stage to talk about the intersection of consumer technology and the auto industry, making a compelling case for wide acceptance of the connected car.
@briancooley is definitely enlightening the audience at #Twitter4Auto. The NOW of connect vehicles is definitely upon us.— Erik Granning ( @egranning) June 9, 2015
In fact, one of the most Tweeted stats he shared was: every day, U.S. drivers spend 88 million hours commuting. He also shared that by 2020 there could be 220M connected cars on the road. Just imagine what people will do with all that free time once cars are doing most of the driving!
So before I’m 50 we’ll have self driving cars and I’ll be able to fully multi-task!!! Super interesting day at #twitter4auto— Bree Erin Brownlee ( @BreeErin4) June 9, 2015
Our head of Ads Research, Jeffrey Graham (@jeffrigram), shared insights from a new @Canvs study. Analysis of a year’s worth of auto-related tweets shows that the Twitter auto conversation has scale, happens in real time and is consumer-led and intent-oriented.
Interesting Data: 44% of auto tweets come from car shoppers, with the average purchase occurring within 72 hours #Twitter4Auto— Jessica Howell ( @jessicabhowell) June 9, 2015
Intenders exposed to automotive social are 2.5x more likely to buy. Exposed followers are 25x more likely to buy! #Twitter4Auto #Detroit— Ted Constan ( @TedJustTweeted) June 9, 2015
75% of auto conversations on Twitter share personal experiences about shopping or owning cars #Twitter4Auto pic.twitter.com/eJSurnbbyn— Twitter Advertising ( @TwitterAds) June 9, 2015
Based on these findings, a few best practices for automotive advertisers on Twitter emerged.
The top content Twitter users say they want from brands highlights innovation, performance & features #Twitter4Auto pic.twitter.com/XybC37Q388— Twitter Advertising ( @TwitterAds) June 9, 2015
36% of intenders tried to engage w/ auto brands. 5% received a response. 82% of those felt positively about the response. #Twitter4Auto— Ted Constan ( @TedJustTweeted) June 9, 2015
Clients from @LandRoverUSA and @Ford shared their Twitter tip, describing how they use Twitter to execute both upper-funnel awareness-building campaigns and lower-funnel lead generation programs.
Tips from @LandRoverUSA: Create launch moments, build affinity, drive leads & advocacy - @kimkyaw #Twitter4Auto pic.twitter.com/PBhODtg1fM— Twitter Advertising ( @TwitterAds) June 9, 2015
Fantastic consumer insight + strong creative + powerful targeting = go @Ford go! #Twitter4Auto (Watch this video!) https://t.co/etDZ21iC8Z— Christine Cuoco ( @christinecuoco) June 9, 2015
The Detroit event ended with a look at the power of Twitter data.
Using Twitter data to save lives. No, seriously. #Twitter4Auto #GNIP pic.twitter.com/uppHRzkmfw— Billy Schrage ( @btschrage) June 9, 2015
Later in the week, we took the #Twitter4Auto show to Los Angeles.
Looking forward to a great conversation at #Twitter4Auto LA.— John Dominguez ( @DhiDominguez) June 11, 2015
Full house here at #Twitter4Auto! pic.twitter.com/JXUsEikizi— Eileen Ann ( @eileen_ann) June 11, 2015
As in Detroit, we began the day with a discussion of the power of #NOW.
#Twitter4Auto #insights pic.twitter.com/nSIERYjPqO— Raymond Warren ( @REWJLR) June 11, 2015
“Consumers are driving the message for you.” @rjpietsch #Twitter4Auto pic.twitter.com/GEDZ8TDdb5— Rosie J. Fantozzi ( @rosiefantozzi) June 11, 2015
TrueCar (@TrueCar) President John Krafcik (@johnkrafcik) joined us for a look at how millennials and mobile are influencing car shopping today.
Forget the notion that millennials don’t buy cars- they over index by 25% on @TrueCar. #Twitter4Auto— Ian Televik ( @IanTelevik) June 11, 2015
2/3 of #millennials a believe buying a car is one of the most intimidating purchases they can make #Twitter4Auto— Elle Falls 霍儀玲 ( @elleissocial) June 11, 2015
100% of @TrueCar dev going towards developing mobile products. Says everything you need to know about consumer auto behavior. #twitter4auto— Elliot Darvick ( @edarvick) June 11, 2015
Later in the day, clients from @Kia and @JaguarUSA shared their Twitter success stories, from aligning Twitter strategy with TV flighting to driving leads with Website Cards.
“Invite them to share.”@DaveSchoonover presents how quizcards, @vine, objective based campaigns w @kia #Twitter4Auto pic.twitter.com/u9aTqQC5rk— Rosie J. Fantozzi ( @rosiefantozzi) June 11, 2015
@DaveSchoonover do-s of paid media: always have someone optimizing in real time #commit #twitter4auto #Now— Liz Wood ( @zzmarieb) June 11, 2015
.@REWJLR taking about how @Jaguar is introducing the brand to a new generation of buyers via @twitter #Twitter4Auto pic.twitter.com/EWiFmO04Dz— matt derella ( @Derella) June 11, 2015
Jaguar is generating demand by driving shopping activity though advanced targeting. @REWJLR #twitter4auto pic.twitter.com/x4rAD40hWi— Allie Lewis ( @allieleww) June 11, 2015
To wrap up the day, Niche founder Darren Lachtman (@dlach5) spoke about the power of content and the new generation of content creators. He was joined by Niche creator Cody Johns (@cody), who shared some of his thoughts on working with brands. Cody’s key piece of advice for brands: the most successful partnerships are those where brands trust creators to deliver content that’s relevant to their audience AND integrates their brand appropriately.
Smiling because it’s a good day! With @dlach5 and @twitter at #Twitter4Auto ? pic.twitter.com/vLS3BNEFfT— Cody Johns ( @Cody) June 11, 2015
@cody pushes for content cross-channel vs focusing on singular social platforms #twitter4auto #ACTvsREACT #Now— Liz Wood ( @zzmarieb) June 11, 2015
“Live is the new medium. With periscope, there’s no editing. You see what you get. The future of brand partnerships.” - @Cody #Twitter4Auto— Liz Newman ( @enewman) June 11, 2015
A big thanks to all who helped to make these first-ever #Twitter4Auto events educational and fun. You can check out every Tweet from both events here – and take a look at our newest research detailing the automotive consumer experience on Twitter.