The great challenge, a brand like Mercedes-Benz, which will meet next year 125 years, is to continue adapting to the times. In addition, social networks, as in so many other things, have been a pioneer. When Face book started with virtually any make of car was the group in Spain (there were international), and those that were not updated nor engaged interest. During the past year have been created, and this summer has been the boom. Like when he created the first car or first airbag, and then the others followed, when we see new groups that base their strategy on a daily copy our actions, we know that Mercedes remains, even in social media.
What is the Mercedes stance towards social media?
We do not seek to have the largest membership in the group, but those who are obtaining a benefit that makes them stay. The person who decides to join the group to do so by inviting mass or a promotion spot. While we offer a close communication, knowing what they think of Mercedes, if you are happy with your car if you have one, or why they would have if they do not. Accept and appreciate the criticism, because we consider productive.
What techniques do you use for users to participate?
Only one: listening. Considering what they like, what they say in their comments, which require, when you post and when not, we know what we have to offer to encourage participation.
What metrics do you use?
I try to keep abreast of the measurement tools that are emerging, and new soil test case gives some interesting data. There are hundreds and could not say all that I have been using, but usually every CM is used to some and are those which are fundamental to any analysis that needs to be done. In my case, besides studying in detail the statistics provided by Face book, I always use Twitter Counter.
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