Buick, GMC Sites Introduce New Facebook Connectivity

Buick, GMC Sites Introduce New Facebook Connectivity

Buick and GMC are making their online vehicle-shopping experiences more socially engaging by letting site visitors build, save and share their configured vehicles with their Facebook friends who can post comments or “like� their customized selections.

The new connectivity enables customers to review their saved vehicle configurations alongside comments from their friends and family in one convenient place to help with their vehicle shopping.

 

Buick and GMC are among the first automotive brands to provide customers the opportunity to leverage their social connections in one location to deepen and personalize the shopping experience.

“We recognize that car buyers are not only looking for product information when shopping for their next car or truck but also use feedback from friends and family to help narrow down their selection,� said John Schwegman, U.S. vice president of GMC Marketing.

A study conducted by Beresford Research found that approximately half of respondents consider information shared on their social networks when making a purchase decision – and the proportion was higher among users ages 18 to 24, at 65 percent.

“By offering a connection between our web sites and Facebook, we help our customers get the feedback they want and need to make vehicle purchase decisions,� said Tony DiSalle, U.S. vice president of Buick Marketing.

GMC recently introduced a Showroom Mobile App that allows shoppers to explore vehicle photos or videos, configure a vehicle to their specifications and review competitive comparisons. Buick will launch its own Showroom Mobile App in the near future. The free apps also allows users to find the vehicle of their choice within local dealer inventories, request a quote, schedule a dealer test drive or view current offers.

According to a survey conducted by Chadwick Martin Bailey and iModerate Research Technologies, more than 50 percent of consumers polled said they use their smart phones to assist them with shopping.

Buick and GMC also launched sites for Apple iPad® users that mirror the shopping tools on Buick.com and GMC.com. The iPad-friendly sites offer in-depth model information, such as standard and optional equipment, powertrain and chassis options, capabilities and dimensions. Its enhanced shopping experience includes Build Your Own, Locate a Vehicle, Locate a Dealer and Request a Quote capabilities.

According to a survey conducted by Shopzilla Solutions, 61 percent of iPad or tablet users polled said it is as easy to shop online with their mobile device as with their personal computer, and 71 percent said they have bought or would buy online using their device.

“Along with social media, mobile devices play an ever-growing role in our customers’ vehicle shopping process,� said Janet Keller, advertising manager, GMC Digital and Social Media. “We will continue to provide more user-friendly ways to research, shop and engage with our brand.�

PaddockTalk Perspective

Share and Enjoy

Pfizer Facebook Page Returns With No Impact on Other Pages

Pfizer’s Facebook page was hacked July 19, and after a temporary takedown, the Facebook.com/Pfizer page is back up. 

“As you might have noticed, our Page was compromised last night. We have been working with Facebook to understand what happened so we can guard against it in the future,” wrote the company on its Facebook wall yesterday. “Thank you for your patience while our page has been down, and we are pleased to be sharing our news with you once more.”

Reportedly, a hacker group called Script Kiddies commandeered the Facebook page, calling Pfizer “corrupt,” and noting that “the damage they create is senseless.” A screenshot of the hacked posts was published on TheHawthorneEffect.com

Pharma marketers are already concerned about a new Facebook rule that will force many of their pages to enable user comments starting August 15. Pharma brands are highly risk averse when it comes to discussions about their drugs and products in social media environments, but the company said the decision was made in an effort to keep Facebook a forum for open dialogue.

Calling the hack a “learning experience,” Pfizer’s VP Corporate Communications Raymond Kerins Jr. said the hack will have no impact on the other drug brand or disease-related Facebook pages it operates. “This environment is one that is dynamic and we’re watching very closely,” he said, referring to Facebook.  ”It’s really an important channel that patients and doctors have decided this is how they want to communicate.”

The hack is a “security issue” rather than “a Pfizer or pharma issue,” suggested Jim Dayton, senior director of emerging media at Intouch Solutions, a pharma marketing agency.

Still, he’s concerned it could have a chilling effect on pharma marketing in social media platforms. “My fear is that this will just be another incident that pharma companies will use to justify their lack of involvement in social media,” he continued.  

 _______________________________________________________________________________

Meet up with top voices in search, social, display, and email marketing during ClickZ’s Connected Marketing Week, Aug. 15-19, in San Francisco.

Share and Enjoy