You know, for a person that doesn’t really blog, typing these things up starts to get a little strange. I should be reading instead of writing, but Tiffany Reisz’ book doesn’t come out for a couple more months and E.L. James probably won’t have anything until next year. Maybe.
So, what does this post mean? Think the title gives a bit away.
What happens when you go from being touted as one of the brands that best uses social media to one where hardcore fans and brand ambassadors aren’t engaged and one even stops participating? What happens when Twitter says your brand had the most successful Twitter campaign ever and the brand stops using the hashtag for that campaign?
Yes. Disappointment. Not in Audi USA or Audi AG as a company that makes cars that I’m absolutely head over heels in love with… but disappointment in what has happened with Audi’s social media. Some of you may remember my sadness about Audi’s change from M80 to HUGE and probably when I was a bit more than upset about the change when HUGE didn’t come out running on day one with anything to wow fans.
I feel as though it’s gotten worse. I want to be nice and have faith that they’re going to come around, but the last few weeks haven’t given me much to go on. Shall we cover a few of the reasons why?
- Fans, bloggers and dealers use #WantAnR8, but the current social media team doesn’t. Why? Are we at an end with the hashtag because based on Twitter searches for #WantAnR8, fans still want one.
- Engaging with hardcore fans… as in my Relationship Building and Social Media post, a brand’s fans are the ones that create more fans. Disappoint those hardcore fans and they start to walk away, what do you have left? Sure, we can’t really base ROI on the numbers, but what does it say when engagement goes from 200 per tweet down to 25 per tweet or fan sites get better quality engagement?
- Quality of what’s being pushed out. There used to be wit along with the maturity and feel of luxury that M80 used to bring to the voice of Audi. Yes, Andy White can’t be the voice of Audi anymore, but when you’ve got a brand that is supposed to be technologically advanced, flowing with luxury and beating the competition at the track, you can’t come across as immature or flirt with the teen that just got their license. Audi’s latest video shows they want to target women in my age group… if I’m turned off by what HUGE is posting for Audi, how many other women in the target group are turned off as well? Perhaps the one that has my answers to a Q&A would like to share my thoughts on engaging with the female car buyer.
- So much for @sbones comment that HUGE “spend a lot of time getting it right for for the individual brand and its channel audience” because with many hardcore fans disappointed, they haven’t done a very good job. Today, I feel as if they haven’t spent much time getting “it” let alone “getting it right”.
Do I still care about Audi? Would I really be able to come up with all of the words for this post if I didn’t?! My loyalties are with Rockville Audi and their amazing team in sales and service. They’ve gone above and beyond on everything I’ve asked for and even more for things I never considered. The team at Audi of America HQ have always been more than welcoming, engaging and kind.
I admit. I expect a lot from Audi’s social media team. It took time, but M80 grew the brand’s online presence into something worth looking forward to on a daily basis. When you have one agency leaving on such a high note, you have to expect the incoming agency would come in ready to go. But no… the last 12 weeks have felt like it’s been on-the-job training for them. I hope HUGE didn’t play all their cards when they did their presentation to bid and win the contract. Because if this is all they have to offer, is that crash silent because those that cared are no longer around to hear it?