Are they aware of the car brands to the Internet and social networking? Of course. We have already shown in previous interviews with those responsible for social media strategy for the Volvo, Volkswagen and Lexus. Today we speak with Esther Rosado, Community Manager of Mercedes, telling us how well the premium brand on the Internet. Interesting all that counts!
Planning is essential, as in any communication strategy. In that, sense the approach is not very different from conventional advertising strategies. The most notable difference is that we must be able to know when we should respect that planning and when it is time to change some of its phases. The key to Internet is its immediacy, so we must act quickly. Users are in charge, since we have the possibility of real-time information about what you think our actions, and to have feedback that other media do not have … we use it and adapt to it as best suited.
On one side is the work “visible” Face book status update, reply to the members of the group, post information, relay races of Formula 1 through Twitter, etc.. The rest of the time of investigation and reporting. You need to know what people say about us, be aware of all alerts related to branding, twitter comments, articles on different blogs … But not enough that the Community Manager to receive this information, so that day a report is prepared weekly and monthly broader which condenses all this information to communicate it to different departments of the mark. This set the guidelines of the strategy.
The team is primarily made up of a community manager actively working with other departments and people involved in different marketing activities carried out by the mark during the year, such as communication, promotion or product. We believe that success lies in the perfect coordination and communication of these departments; therefore, for Mercedes-Benz teamwork is essential.
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[...] 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. [...]