How Social Media Is Helping the Hyundai Motor Company
Posted on 26 May 2010 by Patrick Dougher
Building Better Cars and Better Customer Relations.
Hyundai has been getting a lot of attention these days as a company that cares about its customers and part of this success can be credited to social media marketing. By integrating a customer relationship management (CRM) strategy with social media along with their traditional marketing, Hyundai has branded itself as an altruistic company that really does care about its’ customers. In fact – Hyundai has jumped ahead of every other car manufacturer in the critical customer satisfaction index (CSI) category. Here are a few examples how Hyundai is applying their social media marketing strategy in key parts of their business and how it is paying off.
Promotion
Hyundai’s Assurance Program began in early 2009 when the economy was at its worst and unemployment was rising rapidly. The Hyundai Assurance Program promised that if you got laid off from your job, you could return your car and not even have to worry about honoring the rest of the note payable. The promotion was innovative but coming from a major car corporation was it believable? The attention the campaign received from the press and from many blogs and websites was skeptical.
Hyundai began promoting the idea on Facebook and Twitter. They asked everyone to buzz and tweet about it and people responded with enthusiasm. The idea of social networking for business exposure is not new but the strategy was extraordinary because it laid the groundwork for the campaign and gave it credibility. It was a brilliant way to market a promotion that really did work. Sharing this information on Facebook and Twitter turned out to be a big plus for the car company’s marketing campaign.
Hyundai sales are up 6.2 percent through November 2009. This marks the eleventh consecutive month of year-over-year gains in retail market share by Hyundai. The Hyundai Assurance Program is without doubt one of the reasons their sales have increased this year while other car manufacturers have floundered.
Corporate Responsibility
Zafar Brooks, Director of Government Relations and Diversity Outreach at Hyundai, has a refreshing perspective on the value of social media when combined with corporate outreach programs. The Hyundai “Hope on Wheels” program fights pediatric cancer by funding cancer research programs across the country. Brooks understands the importance of authenticity and relevance in social media outreach, particularly on behalf of corporate charitable programs.
He said: “Consumers are more sophisticated now — corporate social responsibility programs are no longer something that is ‘nice’ to do, but it’s expected of the company,” noted Brooks. “Simultaneously, consumers will smell-out what is not authentic — Hope on Wheels isn’t advertised, but is part of the news we share with our brand loyalists,” he said. “It is a part of our story because it is a part of who we are and what we are about. Social media should be authentic and organic.”
Mr. Brooks added, “Brand leaders must align themselves with a cause that is consistent with corporate values so they can illustrate their relevancy. Leadership has to establish the priorities around which we stand and make it part of our messaging point.”
Brooks concluded: “All social media should link together with a common objective to develop a program based on who we want to talk to about what we want to accomplish. Social media outreach must be part of a cohesive approach. Consumers will smell-out what is not authentic!”
Aftermarket
Hyundai Aftermarket recently announced the launch of a new social media campaign. The goal was to give Hyundai owners a new way of finding content on the internet about modifying their vehicles. The interactive social media campaign involves additional features being built into the Hyundai forum that owners can use effectively to get the word out about what they are doing to make their cars stand out from the rest. Twitter accounts and Facebook “Fan Pages” have been built so that owners can follow live updated news feeds about Hyundai Aftermarket as well.
“Finding important and relevant information is not easy when you are unfamiliar with how to perform certain modifications,” said a Hyundai spokesperson. “Having a forum and website where answers to important questions are laid out for you, would help with modifying your Hyundai to its highest potential.”
While the site has been branded as the “web’s most premier Hyundai forum” and currently is the oldest Hyundai forum on the internet, it has been designed for both the amateur and professional car enthusiast in mind. The site is built on the principle of being very easy going and helpful to anyone who may or may not know a lot about Hyundai’s. Users register for free and can partake in discussions about Hyundai Accents, Tiburons, Elantra’s, Sonata’s, Santa Fe’s and the all new Hyundai Genesis.
In addition to providing great technical content, hyundaiaftermarket provides great off topic discussions ranging in everything from technology to music & movies to even food and health/nutrition.
Sofia Sapojnikova
Vesta Digital
IntelBuilder Social Media Platform
http://www.vestadigital.com
Tags | assurance program, business exposure, car company, car corporation, car manufacturer, car manufacturers, Company, critical customer, customer relations, customer relationship management, customer relationship management crm, customer satisfaction index, facebook, Helping, Hyundai, hyundai sales, marketing campaign, marketing strategy, Media, media marketing, Motor, retail market, Social, social networking, traditional marketing, Twitter
I really loved this post. You write about this topic very well. I really like your blog and I will definetly bookmark it! Keep up the interesting posts!
I really enjoyed this post. You explain this topic very well. I really like your blog and I will definetly bookmark it! Keep up the interesting posts!
I really loved this post. You write about this topic very well. I really like your blog and I will definetly bookmark it! Keep up the interesting posts!
I know this place called Hyundai Shop from where I get all the accessories to decorate my hyundai. They specialize in hyundai aftermarket parts and accessories!
I got the opportunity to drive the new Kia forte with the economy package and was pleasantly surprised!. Roomy, comfortable and peppy. They really nailed this one. I have heard that the silica tires are very expensive to replace, is it true?
I have a Garvey Hyundai and its my first car and I am totally satisfied with this car. I got a great deal from a local dealer, they sell used as well as new cars.I have a hyundai and I got it as a gift on my last birthday . I love my new hyundai!
This is the most comprehensive and well written material I have come across on this subject, You are provided an incredibly important service writingthese types of articles..
Anti-cancer properties of coffee Another normal substance also was in the spotlight at the Frontiers in Cancer Prevention Research Conference “Coffee”. Within the 1st research of its kind, Harvard scientists discovered a strong association between consuming coffee and a lowered danger of the very aggressive and deadly forms of cancer of the prostate. Coffee has effects on insulin and glucose metabolism as well as intercourse hormone levels, which are likely involved in prostate cancer. It had been plausible that there might be an association in between coffee and prostate cancer.
Man I like this article and it was so informational and I am gonna save it. One thing to say the Indepth analysis you have done is trully remarkable.No one goes that extra mile these days? Bravo
Just one more suggestion you shouldget a Translator for your Worldwide Audience !
Brilliant summary, this is some really useful info and point you got here.
Such a well crafted blog post you have got right here. You actually were able to truly high light the strong but subtle factors that basically matter. I quite enjoy reading your site, the quality of the information is fantastic as well as your writing style really makes it simple to digest and fully understand. Love it! Keep up the great work.
Thank you for give very good info. Your blog is so coolI am impressed by the information that you have on this blog. It shows how well you understand this subject. Bookmarked this page, will come back for more. You, my friend, ROCK! I found just the information I already searched everywhere and just couldn’t find. What a perfect site. Like this website your website is one of my new favs.I like this information presented and it has given me some sort of commitment to succeed for some reason, so keep up the good work
Thank you for give very nice knowledges.
Hi I love this post and it is so good and I am gonna bookmark it. I Have to say the Superb analysis you have done is trully remarkable.Who goes that extra mile these days? Bravo!!! Just one more tip you canget a Translator Application for your Global Audience !
I had the opportunity to drive the new Kia forte with the economy package and was astonished. Roomy, comfortable and peppy. They really nailed this one. I have heard that the silica tires are very expensive to replace, is it true?
Fantastic blog! I genuinely love how it is easy on my eyes as well as the facts are well written. I am wondering how I might be notified whenever a new post has been made. I have subscribed to your rss feed which must do the trick! Have a nice day!
Wow, great post! How do you come up with such good stuff all the time? I’m impressed
I had been talking to my close friend concerning this very thing yesterday morning. We can’t ever find a way to agree on anything, therefore it appears I will be right on this occasion. I emailed him the hyperlink to your web site. Problem is, he can practically never own up to whenever he is completely wrong
I have a Garvey Hyundai and its my first car and I am totally satisfied with this car. I got a great deal from a local dealer, they sell used as well as new cars.I have a hyundai and I got it as a gift on my last birthday . I love my new hyundai!
Nice blog here! Also your web site loads up fast! What web host are you using? Can I get your affiliate link to your host? I wish my web site loaded up as fast as yours lol