The automotive spare parts distributor started an affair with social media apps. Partly it is a result of commercial concept which is to gain the biggest possible number of communication channels with the customer (business partner), and also direct contact with customers leads to a change in the society of mechanics.
Analysts observe a dynamic development of social media market in our country. They estimate that 4/5 of Polish e-surfers use at least one social media service. For example the most popular Facebook attracts 85% of national Internet users between 19 and 25 years of age. 76% of people between 26 and 35 years of age also use the popular "face".
We are operating in times when communication with customer using social media is a basic channel. Young generation of people who cannot imagine their living without daily visits to Facebook or other social media portal will be dominating the market. Those who miss their chance for building their existence in social media, can start counting their losses even today.
Basic problem for every marketing specialist to crack is to tighten the relation between the company and the customer, which is to bind the customer to the brand and build brand loyalty.
Social media portals help in building positive relations between the company and customers, especially young people. Content attractive and visually attractive profile is not only often appearing in front of customer's eyes, but also encourages the customer to interact - establish a relation by: commenting, sharing statuses with friends or by own publications.
How to create a unique, interesting profile in automotive industry. This is for sure not an easy task, which needs directing the message to a tight society - of professionals, who know a lot about spare parts and repairs of cars. Demanding and willing to criticize the weak content. Resistant to PR tricks.
National distributors of automotive spare parts use different strategies of participating in social media. Some of them tend to pass the information connected with their business activities. Others try to go further, beyond standard activities, adding humour and interesting tips to their information.
Image of Polish distributors
Wishing to give you a complete view, we will analyse some popular media profiles on Polish market.
Inter Cars profile is observed by over 3,000 people. We can see lots of content which does not only apply to activities of the company, but is an entertainment - this is to gain more likes and shares. This limits the content related area of the website, but increases the coverage of the page.
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Motointegrator (belonging to Inter Cars) gathered over 31k fans. Popular internet-based shop has a specific approach to profile edition - from the description you will not find out that Motointegrator is an e-shop with spare parts. But we can read that: "Sound of tires, smell of fuel, taste of winning, view of a sports car and reaching dreams - all this is Motointegrator".
source: Auto Service Manager
01-08-2014
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