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Best practice analysis of automotive company websites. Analysis by Rahul NambiarWebsite: http://www.rahulnambiar.comTwitter: http://twitter.com/rahulnambiar
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AUTO INDUSTRY WEBSITE PRACTICE RESEARCHRahul Nambiar, Class of 2010Master in Digital Marketing, IE Business School
Table of Contents Overview Typical Content Structure for Automobile
Industry Marketing Sales and After Sales Fleet Public Relations
Social Web and Online PR
Overview
To conduct a best practice research of automobile industry websites
To provide insights on the ideal content structure on the web and Social Web integration
Broad Content Structure
Auto.comMarket
ingSales and
After Sales
Fleets Public Relations
Company Informatio
n
Social Web
Marketing – Content Structure
General Information
Product ListingFeature Specification
Pricing Information
Brochure Downloads
SearchSpecial Offers
Tools
Build/Customize Vehicle
Compare Vehicles
Customer Engagement Games
Newsletter Registration
Lead Generation
Request Quote
Test Drive
Dealer Search
Sample Review- Toyota.com
Innovative CustomerEngagement ToolsSuperb Listing of Products
And Pricing
Comparison Tool, Linked with Call to Action
Customer Engagement Tool – Fuel Calculator.Linked with Call to Action
MiniUSA.com – Build your Vehicle
Another Example of Call to action
Another Comparison Tool
MiniUSA.com –Customer Engagement Game
Lead Capture
Customer Engagement Game is one of the best ways to promote/Educate on the features and Specifications of a vehicle, especially when the target segment is the youth in the 18-25 category
Marketing - Recommendations A superb way to list the products and easy navigation to find Product
Specs Search Functionality to easily find the Vehicle
Comparison of models Customer Review/Ratings Module for Models for generating User Generated
Content through Forums Fan Club
Need to have good customer engagement tools. Some e.g. Fuel Efficiency Games Build your Vehicle
Adding Call to action at all the touch points Sharing of Content to the social web(Especially after a Building your
Vehicle etc.), This was not seen in any of the leading websites. Best practice would be to share in popular social networking sites
Email Newsletters to promote new launch- Registration
Sales and After Sales
Customer Service
Personalized, Maintenance and Warranty Calendar
Accessories Management
Customer Testimonials
Customer Rewards Program Online
Inventory SearchComplaint Management
System
Tools
Service Locators
How to fix tools for Maintenance
Vehicle Loan Calculation Tools
Finance
Loans Request Management
Online Payment and Billing
Virtual Finance Management
Toyotaowneronline.com
Rewards Program
Owners Manual Customer Testimonials
Inventory, Booking and Bill Payment
Online Payment
Inventory Search with Location
Sales and After Sales - Recommendations
Online Service System to fulfill all service level request from booking of service to tracking status to fulfillment of service Registration of Vehicle
Tools to help self service and maintenance of vehicle(for e.g. How to fix a flat in 10 minutes etc.) Finance and Number Crunching Calculators Service Centre Locator Tools(Completely integrated with Maps will be
great) Online Finance Section for loan request management Feedback/Complaint Management
In the Website, Live Chat to resolve problems and booking ticket number System to maintain Dealer quality and Maintenance
Personalized Maintenance Calendar Integrate Email Newsletters for registered customers on the new
accesories
Fleet : Research
Auto car makers’ sites – fleet section
Product Details
Services
Financing
Fleet benefit/Contact us
Key Features across Fleet section
Interactive showroom to display your products with a lot of small functionality like Product Sort Product Comparison Next Steps Vehicle Links and Tool & Reference Product Life Cost Calculator
Fleet Service Tool box Payment Estimator Fleet Demo & Guide Fleet Dock
References across Fleet section of auto car makers’ sites
Product SortProduct Comparisons
Next Steps Vehicle Links and Tool & Reference
Product Life Cost CalculatorFleet Service Tool boxPayment EstimatorFleet Demo & GuideFleet Dock
Public Relations
Website Related
News/ Events
Archival of news
Sharing of News, RSS Feeds
Blog
Online PR
Listening to Online conversation using Tools
Management of Online Groups/Community
Blog Commenting
Fan Club Management
Some Best Practices
Events and Registrations
FAQ Management
Connect up with Popular Motor Blogs
Follow Online Conversations
Reply from @mazda6 to the enquiry or complaint andLink them up to the website
Tracking Online ReferenceThroughout
Online Community Management Management of FAN clubs in Facebook,
MySpace, Orkut etc. Following conversation using Tools like Radian6 Managing Customer Complaints through
Monitoring Introducing moles on the web for positive
commenting in auto review blogs Building of an Online Community for the
Company Usage of Online Magazine rack – Alltop.com
Designing an Online Community- References
Online Community Managers – Post by Chris Brogan http://www.chrisbrogan.com/on-managing-a-community/
Building Online Communities – Jason Falls http://www.socialmediaexplorer.com/2009/01/26/building-on-line-community-starts-off-line/
Growing an Online Community – Lee Odden http://www.toprankblog.com/2009/01/blogwell-growing-an-online-community/
Research References Popular Automobile Website
http://www.toyota.com/ http://www.ford.com/ http://www.vw.com/ http://www.chevrolet.com/ http://www.nissanusa.com/ http://www.miniusa.com/ http://www.hyundaiusa.com/ http://www.fiat.com http://www.gmfleet.com/ http://toyotaopenroad.com/
Research References Online Community and PR
http://autos.alltop.com/ http://www.chrisbrogan.com http://www.mashable.com http://addictomatic.com/ http://search.twitter.com/ http://www.socialmediaexplorer.com/
Contact MeRahul NambiarEmail: [email protected]: http://rahulnambiar.comTwitter: http://twitter.com/rahulnambiar
