En

TÜV Rheinland – using social media to reach out to car tuners

tuv_screnshot-topI’d like to share some background information on a social media project we  are currently working on.

The purpose is not so much to toot our own horn but to give you something you might be able to take to your clients or even implement yourself.

It might be worth reading on unless you constantly run social media campaigns yourself that are leaving your customer and their clients 100% satisfied.

BACKGROUND
One of our long-standing clients is the TÜV Rheinland. They provide technical certifications for a vast array of technical devices and operate in over 60 countries.

They are also responsible for the technical inspections for cars in Germany. Germany has very demanding security standards for cars. Cars are being inspected thoroughly every 1 or 2 years. Any modifications to a car in Germany can very quickly render it illegal to drive.

Therefore the car tuning freaks and the TÜV traditionally have a rather “challenging” relationship.

We created a portal for tuning fans in php/mysql 2 years ago that lets users upload images and add info about their cars. The TÜV ran a couple of sweepstakes on this platform. The platform didn’t have much social media appeal and it was time to shift into higher gear.


SOCIAL MEDIA LANDSCAPE IN GERMANY

We decided to focus in 4 major platforms instead of wasting our efforts and loose focus by being present every where:
:: Facebook
:: Twitter
:: Flickr
:: YouTube

YouTube and Flickr are widely known in Germany and have a pretty decent userbase. Friendfeed is our tool to create feeds that we embed on other sites.

Twitter is still an very early adopter tool. BMW ran a campaign for its upcoming X1 with a lot of power by an Austrian agency behind it. They had 72 followers on Twitter after 2 weeks and it was considered a huge success – that gives you an idea about the numbers on Twitter in Germany.

As for Facebook:
StudiVZ is a clone of an earlier version of Facebook – without all the widgets and plugins and apps of the latest Facebook version. It is still the #1 social media site in Germany. We decided to focus on Facebook and build a fan page because we strongly believe that this is where the momentum will shift to. We like the advanced opportunies of Facebook fan pages and this was a good way to show them to a broader audience.

BUILDING THE FOUNDATION

We started with selecting a name to brand the program. “TÜV” wasn’t very appealing.

Our name had to connect with the audience: Leg Mich Tiefer could be translated as “lower my ride”. It was a bit edgy and fortunately the TÜV approved of our suggestion.

We created a logo and a background and applied it to all our platforms so the visitors could easily recognize them as part of the overall campaign (see the screenshots below).

ADDING CONTENT
Since we didn’t have any videos to start with, we favored other videos that would be of interest for our audience.

We had a few thousand tuning car images in our database and used the best ones to load our Flickr account with quality content.

We started to follow car blogs in the US on Twitter and translated the best news into German.

TYING THINGS TOGETHER
Using Friendfeed we embedded the feeds (Twitter, Flickr, YouTube) into TÜV Tuning Portal itself.

We used widgets to automatically plug in all the content automatically into our Facebook Fan Page.

After the groundwork was done we visited EMS – the largest car tuning show in Europe – and created more content (videos and images).

CAMPAIGN RESULTS

  1. The client is  very pleased in how well we reach their target audience. It exceeded their expectations.
  2. We received many messages from Tuning Fans among these lines:
    “Cool! We would have never thought that the TÜV would ever do something likes this”
  3. We also caught many bloggers and the press by surprise. This is a showcase of targeted cross-platform social media use – done by the government?
  4. The employees of the TÜV itself also feel very positive about the new online presence. Employees will be introduced and get trained on the use of social media.

NOTE
The total numbers of followers on the social media platforms is still very low by US standards.

But this is the beginning of a long lasting effort. There was no intension of artificially inflating the numbers – We could have easily done that.

Of course we have our ideas on how to take the next steps and are working on a long-term concept together with the client.

BOTTOM LINE
We just applied some basics of social media to this:

  • Being authentic
    We never made a secret out of the fact that we (as in conceptbakery) are running this for the TÜV. A good part of our team is into cars (including me). So we didn’t need to “transform” ourselves when we were talking to enthusiasts.
  • Knowing & respecting the audience
    We know the “language” of each platform we worked on. We developed relationships with our audience and made clear that we are in it for the long haul – nobody every felt that we are just using them for some short term results.
  • Making sense
    There is an strong underlying purpose of the relationships we are building. The TÜV is making a sincere effort to reach out and become partners with the tuning community. We are merely facilitating this process.
  • Not being afraid
    Our client was not afraid to take the plunge.

Underneath are some screenshots of some of the pages we built…

Leg Mich Tiefer - Face Book Fan Page

Leg Mich Tiefer - Face Book Fan Page

Leg Mich Tiefer - Twitter Page

Leg Mich Tiefer - Twitter Page

Leg Mich Tiefer - YouTube Channel

Leg Mich Tiefer - YouTube Channel

Please let me know what your thoughts are. If you have aby questions I’ll be glad to answer them. There isn’t too much secrecy to this – just a bit of common sense and some nitty gritty work ;-)

Reblog this post [with Zemanta]
  1. 33 Responses to “TÜV Rheinland – using social media to reach out to car tuners”

  2. By rashin on Jan 16, 2009 | Reply

    Amazing how you're using social media to reach out to audiences "outside the box". Your clients are very lucky!!

  3. By Dave Taylor on Jan 16, 2009 | Reply

    Having a coherent vision of how all the pieces can fit together marks your campaign as an unusual one in an era when the experts generally see each of these social media sites as standalone universes.

  4. By Klaus_Holzapfel on Jan 16, 2009 | Reply

    You know it is all tied together. But in many cases I have seen there is just a ton of redundancy – the same post gets blasted over dozens of platforms and flies into a users face again and again. We tried to minimalize that.

    Our multi-platform strategy led us to reach out into different communities:
    I.e. there are car enthusiasts on Flickr and on YouTube – but they are two different crowds.

    Generally the overall results are better if you meet people at the platform of their choice. Instead of asking them to join another site.

  5. By Bernd Nurnberger on Oct 3, 2009 | Reply

    Great piece of work. Thanks for the summary. How about an update of your success story?
    Fact-check: The roadworthiness inspection in Germany for personal vehicles is mandated first after 3 years then every 2 years. Commercial vehicles every year.
    Disclosure: I work for TUV Rheinland. This is a private citizen comment.

  6. By google app store on Mar 18, 2015 | Reply

    Make sure you read any content you get from them to ensure it isn’t really just keywords and crap.
    Now, if your pages are certainly not included in the serp’s, you may needless to
    say be losing some targeted traffic for a pages. But, its to soon in summary between Facebook and Google+.

  7. By cuisinart juicer cje 1000 on Mar 23, 2015 | Reply

    This procedure involves the burning of the top layer of skin to promote new collagen production. There are many different ways to enjoy the wonder of a Disney holiday.

    Just like having dolphin velour beach towel
    which is eye-catching to one and all due to the uniqueness
    it brings.

  8. By Michael Kors outlet 20215 on Mar 24, 2015 | Reply

    http://www.robertclarkcreative.com/events/events.phpA credit score assessment or personal information verification may still be a good agent to undertaking some pay for but if you choose to secure New bowl program helps be sure you failing to pay a endeavor to join. the moment again often the jar network of computers promo law is RM1776 in order to business relationship setting up price tag. men who definitely are witness to the easiest way this type of fresh, new illegal drug may dragged off the shelf very swiftly, may be pleased,

  9. By net on Mar 26, 2015 | Reply

    nanooi98sdf

  10. By norsk automater gratis on Mar 26, 2015 | Reply

    I am regular reader, how are you everybody? This paragraph posted
    at this site is actually pleasant.

  11. By healthy choice garcinia cambogia free trial on Mar 26, 2015 | Reply

    Good way of explaining, and pleasant article to obtain data regarding
    my presentation subject, which i am going to present in university.

  12. By garcinia cambogia and natural cleanse free trial on Mar 26, 2015 | Reply

    I like the valuable info you provide in your articles.
    I’ll bookmark your weblog and check again here regularly.
    I am quite sure I’ll learn many new stuff right here! Good luck for the next!

  13. By Alexandria on Mar 26, 2015 | Reply

    Hi everybody, here every person is sharing such know-how, therefore
    it’s fastidious to read this website, and I used to pay a quick visit this webpage every day.

  14. By preview.infoserve.com on Mar 26, 2015 | Reply

    Majority these days, of the private injurry lawyers that can be observed supply heir services on a ‘contingency’ foundation.

  15. By garcinia cambogia free trial dr oz on Mar 26, 2015 | Reply

    First off I would like to say terrific blog! I had a quick question which I’d like
    to ask if you do not mind. I was curious to know how you center yourself and clear your mind prior to writing.
    I’ve had a hard time clearing my mind in getting my thoughts out.
    I truly do take pleasure in writing however it just seems like the first 10 to 15 minutes
    are lost just trying to figure out how to begin. Any ideas or hints?
    Appreciate it!

  16. By LED grow lights on Mar 26, 2015 | Reply

    This makes them agle to giving your indor flowers precisely
    what they require for each level oof expansion.

  17. By Houston on Mar 26, 2015 | Reply

    Oh my goodness! Incredible article dude! Thank you so much, However I am encountering
    troubles with your RSS. I don’t know the reason why I cannot join it.
    Is there anybody getting identical RSS issues? Anyone that knows the answer can you kindly respond?

    Thanks!!

  18. By Piper on Mar 26, 2015 | Reply

    I enjoy reading through a post that will make men and women think.
    Also, thank you for allowing me to comment!

  19. By Albertha on Mar 26, 2015 | Reply

    You ought to take part in a contest for one of the most useful blogs online.
    I will recommend this site!

  20. By http://www.communitywalk.com/ on Mar 26, 2015 | Reply

    Choosing the rigt car wrck lawyer can help ensure tnat you get the very best settlement feasible and your privilleges
    arre secured.

  21. By Aluminum plate on Mar 26, 2015 | Reply

    Triangle allows for quick access to money as a substitute of being forced to tuck it below
    a band or combine it with playing cards on the within of the wallet.

  22. By www.missiongrille.com on Mar 26, 2015 | Reply

    You have to remember that bouncy castles are areas
    where children jump about, and it is possible for them to harm themselves.

  23. By Lorry Insurance on Mar 27, 2015 | Reply

    Because instances like this, it could be
    essential to purchase a separate insurance plan, referred to as trailer
    insurance of.

  24. By http://yellmy.com/index.php?page=detail&get_id=26841&category=101 on Mar 27, 2015 | Reply

    Alll you’ve got to accomplish is go online to an insurance comparison websiteTyppe in your information.

  25. By wiki.acceed.de on Mar 27, 2015 | Reply

    This clarifies why asphalt court maintenance expenses are traditionally
    much above those of a concrete court.

  26. By CC store on Mar 27, 2015 | Reply

    Such was the detect the hole that I went visit heels that
    my knapsack broke the autumn.

  27. By Alexander Aviation on Mar 27, 2015 | Reply

    Individuals who store right for car insurance geenerally wind up with huge amounts of income saved.

  28. By mechanical juicer on Mar 27, 2015 | Reply

    The types that are available are numerous and you can choose your pick from the ones that range from hand press
    models to ones that are electrically operated. A good majority move down from the cold up north to our beautiful,
    white sandy beaches. Just like having dolphin velour beach towel which is eye-catching to
    one and all due to the uniqueness it brings.

  29. By fencing contractor on Mar 27, 2015 | Reply

    If you keep these specific things in your mind you are sure to
    obtain you personally the wapl business that is suitable.

  30. By diet pills work on Mar 27, 2015 | Reply

    We’re a gaggle of volunteers and starting a new scheme in our community.
    Your website offered us with valuable information to work on. You’ve done an impressive activity and
    our whole community will be thankful to you.

  31. By forex gemini code review on Mar 27, 2015 | Reply

    Forex market is the most liquid and largest market in the entire world.
    Too many novice traders taste victory and decide to go all in and then they lose big.

    Fibonacci discovered that as the Fibonacci sequence progresses, the ratio of each number to its immediate follower
    approaches a constant value of 0.

  32. By youtube.com on Mar 27, 2015 | Reply

    5 Day Weight Loss Diet Day 1 – Breakfast: a glass of water, half a glass of water, then you’re still hungry,
    a glass of water after an hour or so. It is hard to lose weight after 40 but it is not impossible.
    Man, the Monad, is a spark of Fire from the Great Central Sun; all of
    Man’s principles are fire in lesser manifestation and intensity.

  33. By farm heroes saga cheat and hack on Mar 27, 2015 | Reply

    Though it farm heroes saga cheats uses Android platform.

    They are infact a nice game or even more with it. The aim of the great blessings intended for cell
    phones through the software that runs the mobile devices are constantly on the iPhone farm heroes saga cheats game app.
    This game is an addictive game ever for the kid for the right platform is only
    outside?

  34. By geometry dash cheats list on Mar 27, 2015 | Reply

    In addition to this game, the platform such as 3D games and also Samsung offer you various geometry dash hack challenges vary from
    hall, consider that they are in different solid structures you will ever need.

    Challenge also comes in its geometry dash hack entirety.
    S, after all games are easily accessible once you learn how to type computer symbols using alt key on your.

Post a Comment