Getting Social With Jaguar Land Rover's Leah Watkins-Hall Page 2

August 3, 2010

With the blogs (Jaguar and Land Rover), we're able to tell our story in a unique and dynamic way...

We send the blog posts to 1,000s of journalists who have the ability to interact directly with the brands...

The communications team launched @InteractiveJag and @InteractiveLR last summer...

Customers/enthusiasts who follow on Twitter see the new blog is up, and they can interact with the brand directly...

The communications team hasn't been able to compete with other brands when it comes to producing consistently engaging content...

and building mass audiences on Facebook, but we look to correct that very soon.

Do you think that's because of the demographic that JLR serves? Or is it due to something else?

The demographics definitely play a role. With SM you're casting a wide net. Who's to say our followers or fans are luxury car buyers?...

It's more about Jaguar Land Rover building an online community of both enthusiasts and customers.

Agreed. I think FB and the like are mostly about building big-base brand awareness that can trickle over/up to future buyers.

I look forward to putting more muscle behind Facebook.

Before I let you go, do you have any parting thoughts about the future of SM -- where it's going and how it'll be useful to you?

I see SM being nearly level with email, as it's at its best when there is complete transparency...

I see it leveraging GPS-based apps to connect users and brands even more…

@ScottDeYager recently talked about social commerce where communities define future products and services...

I can see it happening for the improvement of brands on some level.

Well, when you figure it out, please let us know. Maybe we can save the interwebs before it becomes MySpace 2.0. Thanks again for your time, Leah.

Thanks Richard!

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