I’m Jessika Boedeker a graduate student in the Grady School of Journalism at the University of Georgia. My concentration is health and medical journalism and I have an interest in the evolving role of social media in health communication.
I’m currently taking a Big Data seminar within the New Media Institute at UGA. Throughout this seminar my class and myself will be working to find new and creative ways to apply the consumer data that is available through Facebook’s Open Graph. I will be focusing on AutoTrader to show you how this application of data can be integrated into your marketing plan allowing you to reach a new group of constituents. Utilizing this data more efficiently will show your users that Auto Trader “really gets them”.
I can see from research that AutoTrader is already very active and engaging within the social media realm, through Facebook and Twitter. AutoTrader allows people to buy and sell cars – so why not reach the people who love cars the most? Car enthusiasts. There is definitely an opportunity to use the data available to influence your car enthusiast users. Looking through different car Facebook pages, I have found there is quite a variety of them. For instance, Mustang has at least 12 different pages with one of the pages having over 2 millions “likes”. AutoTrader could connect with these car lovers by using “keywords” such as cars, car brands, and “likes” of car pages, to push these consumers to your site. Also by using an individual’s location you can notify them when a car is available in their area, in this case a mustang. Focusing on building a trusted community among car enthusiasts will not only bring more users to your site but more cars listed and sold.
Over the next 3 months I plan to devote a minimum of six hours a week to this Auto Trader project, ultimately improving the effectiveness of data collected through Facebook and increasing your reach to your most valuable constituents. If you are interested in working with me on this project I would like to request an introductory phone call, follow up correspondence on email of no more than 5 times over the next 2 months and attendance of our show-off day, May 5th, 2012. On this day I will present you an entire packet displaying my work for Auto Trader. Please feel free to contact me with any additional questions. Thank you in advance for helping me make this project a reality.
AutoTrader.com is an online website that is used for buying and selling new, certified and used cars. The website currently offers the largest online selection of vehicle inventory from dealers and private sellers. Currently the website has more than 3 millions vehicles listings from 40,000 dealers and 250,000 private owners. They attract more than 14 million qualified buyers each month.
AutoTrader.com is now available on the go and allows you to visit the website from any web-enabled mobile device. Both Iphone and Android have free apps for this service. Some features of the app include:
– Use GPS to locate vehicles or dealers near you.
– Use keyword search to find a particular cars or dealer services and amenities
– Scan the VIN barcode of a car you like to search for similar cars near you, or save it for later.
AutoTrader.com provides free extensive information on all aspects of the car shopping process and you need not be a member or log-in to access the site.
- This provides an opportunity we could work on to help AutoTrader.com really understand their users.
The site is free for buyers. Sellers, however, pay to advertise their vehicles on the website.
AutoTrader.com wants to show people who are interested in buying cars that they really “get them” because they are the ones browsing the site each day. To do this we could create an “alert system” for a car that notifies a potential buyer immediately. For example if you search for a 2001 BMW Convertible within 100 miles of where you live and it’s not available you can set-up a “alert” so you will receive an alert immediately when one is posted and available in your area. This will make the buyer feel special because they are getting first dibs on the car of their choice. To do this users must sign in and create an account, which provides a benefit for Auto Trader too.
This will create a win-win situation for both the car buyers and AutoTrader. Car buyers get immediate and personalized information on cars they are interested in while AutoTrader gets more data from user sign in, more cars sold, increase in ad revenue, and ultimately more people browsing their site.