1. Presented by: Debra Aho Williamson Principal Analyst @DebraWilliamson J A N U A R Y 2 0 , 2 0 1 1 Automotive Social Media Marketing Outlook for 2011 Sponsored by:

2. Trend #1 By 2012, 88% of Automotive Marketers Will Use Social Media

3. Four in five car companies will use social media tools in 2011; even more in 2012 Twitter: #eMwebinar

5. There ’s still room for growth 36% 15% 33%

6. However, not every dealer or car company has adopted social media at the same rate — and some never will

7. Trend #2 Social Media Gets Its Share of Automotive Marketing Dollars

8. More than 8 in 10 car companies plan social media spending increases in 2011 Twitter: @eMarketer @DebraWilliamson

9. Trend #3 Social Media Will Be Integrated into Automotive Marketing Planning

10. The more experienced companies get, the more they realize the need to integrate social media

11. Marketing and PR are much further along than other corporate departments Twitter: #eMwebinar

12. How Intel and GM manage social media “ Intel has been an early adopter in social media, but we haven’t funded it as well as many of us would like. Social media is not free. We don’t want to tap into our paid media budget. We want to separate those two while driving deeper integration between paid and social media.” — eMarketer interview with Kathleen Malone, senior manager and social media strategist “ The brand teams have never budgeted their own line items [for social media marketing]. Now, marketing rightfully is becoming more involved in the planning and budgeting, and also the strategic side of it. The brands are now baking social into their overall marketing budget.” — eMarketer interview with Christopher Barger, global director of social media Twitter: @eMarketer @DebraWilliamson

13. Trend #4 Offline Ad Budgets Will Be Affected

14. As marketers funnel more funds toward social media, spending on traditional forms of advertising is falling Twitter: #eMwebinar

15. Social media will rival email marketing for budget increases Twitter: @eMarketer @DebraWilliamson

18. Trend #5 Facebook is Running Away With the Display Ad Market (or is it?)

19. Facebook now gets nearly one-quarter of all display ad impressions Twitter: #eMwebinar

20. But social media will also jockey with search for ad dollars Twitter: @eMarketer @DebraWilliamson

21. So keep your eye on this: Is Facebook taking search dollars or display dollars?

22. Trend #6 Automotive Consumer Usage of Social Media Is Still Rising

23. Across all generations, more car buyers than ever are using social networks

24. And usage frequency is rising, too

26. Trend #7 “ Like” Is Only the Beginning of the Automotive Brand Relationship

27. “ Liking” something is easy — and it’s become very popular Twitter: #eMwebinar

29. But is it too easy to click the “like” button? And does it create a sustained customer relationship for dealers and car companies?

31. Trend #8 Measurement Will Move Beyond Superficial OEM Brand Metrics

33. Automotive Brand metrics are still the most common things to measure

34. Although budgets are rising, the ROI question is still not answered Twitter: #eMwebinar

36. Trend #9 Location Is More Than a Check-In

37. Mobile social network usage will more than double between 2010 and 2015

38. Location-based services have surged but aren ’t yet mainstream

39. Checking in motivated by prospect of value exchange: obtaining useful information and finding deals Twitter: #eMwebinar

40. Marketer spending around location is starting to ramp up

41. Trend #10 Coming up: A preview of eMarketer ’s latest forecast for social network ad spending in the US and around the world.

43. Pluck: The Integrated Community Platform January 31, 2011

46. Trend #10 Social Networks Will Grab 11% of US Online Ad Spending in 2011

47. US social network ad spending expected to rise 55% this year 11% of total US online spending Twitter: @eMarketer @DebraWilliamson

49. Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar Sponsored by: Social Media Outlook for 2011 Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address]