Continental is one of the leading global automotive suppliers. With its three divisions – Chassis & Safety, Powertrain and Interior – it achieved sales of approximately €16 billion in 2010. The Automotive Group employs around 87,000 people in more than 170 locations worldwide.
Continental UK believed that there was untapped potential to build relations with consumers through social media, but wanted to develop a more detailed understanding of the social opportunity before increasing its commitment to the channel.
WHAT WE DID
We analysed the presence of Continental and key competitors in defined social media, including Twitter, Flickr, Facebook, Youtube and Slideshare.
WHAT WE FOUND
We identified a taxonomy of social media strategies utilised by tyre manufacturers, and demonstrated that social media best practice in Continental’s industry was built around agile experimentation, rather than prescriptive, over-planned strategy.
BENEFITS TO CLIENT
Current social media activity was validated, a benchmark was set against which to measure future progress and a case for significantly increased budget put to HQ.