Social Media Playbook. SEAT

Social Media Playbook.

SEAT Digital Guidelines Booklet.

July 2018

SEAT Social Media Playbook

Social Media Playbook.

What is this PLAYBOOK for?

It provides an easy and friendly manual to improve SEAT’s SOCIAL MEDIA presence on a global scale.

It’s where you’ll learn more about the brand’s strategic approach.

Let this be a guide for managing all of your platforms.

Who is it for?

SEAT Social Media teams and their agencies all over the world.

Why do we need it?

To create brand consistency across all markets. This playbook is only a starting point. You can adapt it according to your local reality and needs.

SEAT Social Media Playbook

Strategy.

The world breathes digital, and SOCIAL MEDIA (SM) is everywhere.

Why does social matter for our business?

As an automotive brand, we can’t afford to miss this.

By 2020 DIGITAL will account for approx. 30% of accessories purchases.

SOCIAL MEDIA will influence 40% of sales.

Digital will INFLUENCE 70% of auto sales.

42% of the world population with access to internet has a social network.

2.23 B

1.5 B

330 M

1.3 B

260 M

Monthly Active Users. April 2018.

Source: Statista

830 M

1.5 B

From open brand messaging to customer service and user insights, the dominance of social media is unavoidable.

No longer an afterthought to a digital strategy, social media allows brands like ours to build connections in exciting, timely and relevant ways.

SOCIAL MEDIA is more than just an opportunity. It is the backbone of our digital marketing.

Given every brand’s desire to be a good storyteller versus just a marketer, this is a critical challenge.

Index 01

Approach

02 Content

03 Channels

04 Business Intelligence

05 Creative

1.1 Vision

2.1 Content Strategy

3.1 Channels & Roles

4.1 Objectives

5.1 Core Visual Elements

1.2 Key Actions

2.2 Content Areas

3.2 Hashtag Strategy

4.2 Reporting

5.2 Layout Concept & Structure

1.3 Objectives

2.3 User Journey

3.3 Adding Influencers

4.3 Tools

5.3 Campaigns Examples

1.4 Positioning

2.4 Content Formats

3.4 Customer Care

1.5 Brand Attitude

2.5 Content Planning

1.6 Tone of Voice

2.6 Legal Hints

1.7 Community 1.8 Main KPIs

SEAT Social Media Playbook

5.4 Do & Don’ts

01 Approach

1. SM Vision 2. Key Actions 3. Objectives 4. Positioning 5. Brand Attitude 6. Tone of Voice 7. Community 8. Main KPIs

SEAT Social Media Playbook

6

01 SM Vision SEAT is the brand that inspires an entire new generation of young people to move forward.

SEAT Social Media Playbook

6

01 SM Vision Let’s make SEAT SM the space for FORWARD THINKERS.

SEAT Social Media Playbook

SEAT Social Media Playbook

Approach.

1.2 Brand Objectives There are two main objetives:

1. Boost Brand Reputation.

2. Boost car models, products and services.

SEAT Social Media Playbook

Approach.

1.3 Key Actions

Create one voice that is adapted to each and every one of our different SM channels and expanded to include the entire SEAT brand.

We need to implement the following key actions.

Define an innovative content strategy that integrates brand and product with PR. Reach our streetwise targets and engage with the SM community.

SEAT Social Media Playbook

Approach.

1.4 Positioning

WHAT WE ARE: ‘Easy Mobility Solutions' HOW WE DO IT DIFFERENTLY: Reflecting our innovative and creative Barcelona mindset in everything we do.

WHY PEOPLE SHOULD CHOOSE US: To make it easy to keep moving forward.

SEAT inspires people to keep moving forward.

SEAT Social Media Playbook

Approach.

1.5 Brand Attitude

A sense of action. Always feeling young.

Closer to you and more accessible than ever. We love to have fun.

Bringing creativity and relevance to new customers.

Challenge convictions.

Make extraordinary things out of the ordinary.

STREETWISE. Attitude.

SEAT Social Media Playbook

12

Approach.

1.5 Tone of voice TONE Conversational, engaging, open, concise, consistent, informal.

ATTITUDE Fearless, creative, daring, bold, direct.

BE HUMAN Be close to people. We love our customers.

Be clear and supportive. We want to help.

We are here for you. Let´s create and be easy-going together.

LANGUAGE Direct, friendly, never rude.

We use words like “Thanks” not “Thank you”.

Keep it short and clear.

Emoji symbols: This language can also be represented on SM as:

One brand: one voice

SEAT Social Media Playbook

Approach.

1.6 Our Streetwise community • •

Age focus up to 45 years.

Milieus open for new trends, new experiences. Above average incomes.

• •

Work-life balance.

Mixed life situations: Singles (living with parents & on their own). Young couples.

With & without young children.

Mostly well-educated. Representing the backbone of the “information society/ knowledge economy” or still studying.

• •

•

Heavy users of “the web”, e.g. social media, online consumption/payment, all kinds of nomadic devices, and other high tech-products.

Source: Interbrand Brand strategy 2017

Primary Target: Progressive Modern Mainstream

Secondary Target: Postmodern

Tertiary Target: Counter Culture

SEAT Social Media Playbook

Approach.

1.6 Our Streetwise community Who is our target in social media? *This is a generic target, so it may change depending on every campaign.

Social

Followers

They like having new contacts on social media, looking for followers or likes, and taking pictures.

They aspire to be trendsetters, but they are more ‘followers’ than creators.

Popular content

Special formats

Music is essential to their social media lives. They attend cool events and share their experiences with the community.

Social media is all about special and new formats. They need to feel like the content they have received has been curated and thought through.

Urban art, sports, fashion, travel, and social fun in the city are also a must.

Main characters

Mobile and apps

They value being the centre of attention and meeting people on the digital world.

Social media is the centre of their lives. They have a lot of apps and look for new digital trends.

Show off

Sharable content

They show off on social media and love to share their cool lives.

They like ‘cool content’ to share with their contacts. Even better if it comes in special formats.

SEAT Social Media Playbook

Approach.

1.7 Main KPI

Overall, we are aiming for the following KPIs (please see the Business Intelligence section for more detail).

Grow our fan base

Get qualified reach

Engage with the right audience

Build and increase brand reputation

Create a positive sentiment

Drive Traffic / conversion on & offline

Support business purposes

SEAT Social Media Playbook

02 Content

1.

Content Strategy

2. Content Areas 3. Journey 360º 4. Content Formats 5. Content Planning 6. Legal Hint

02 Content

SM content needs to build each of our brand dimensions and impact our business.

SEAT Social Media Playbook

2.1 Content Strategy

1. Bringing easy mobility solutions today.

SEAT Social Media Playbook

2.1 Content Strategy

2. Sparking creativity through music and urban art.

SEAT Social Media Playbook

2.1 Content Strategy

3. Moving forward with the coolest cars and services.

SEAT Social Media Playbook

SEAT Social Media Playbook

2.2 Content Areas

Bring easy mobility

Spark creativity

Move forward

Future Today.

Motor Shows.

Industry Events.

Music/Urban art & BeatsAudio™ systems.

360º car and services campaigns.

SEAT Social Media Playbook

2.2 Content Areas

Bring easy mobility

Spark creativity

Take into account 10% of the budget to invest in ‘bring easy mobility’ content.

Take into account 30% of the budget to invest in ‘spark creativity’ content.

It will help to build our functional dimension of the brand and boost our perception of newness.

It will help to build our Streetwise attitude and our credibility in the music scene, supported by the BeatsAudio™ system.

Move forward

Take into account 60% of the budget to invest in ‘Move Forward’ content – 360º car and services campagins.

It will help to build our main brand positioning through each of our cars and services.

SEAT Social Media Playbook

2.2 Content Areas

Bring Easy Mobility This content is the Road to Easy Mobility.

Future Today.

Motor Shows.

Industry Events.

1.

Be innovative.

2.

Disruptive assets to bring new information about innovation, technology and design superiority.

3.

Make a link with the business.

Everything needs to be linked to a call-to-action.

FUTURE TODAY by SEAT

SEAT Social Media Playbook

2.2 Content Areas

1st Phase: Impact 1. 1 Manifesto Video

2nd Phase: Conversion 2.1 Introducing TGI by SEAT 2.1.1 TVC Video

Bring Easy Mobility: Examples of content

1.2 Introducing Technologies

2.1.2 Awareness Animated Content

2.1.3 Canvas – Car Configurator

SEAT Social Media Playbook

2.2 Content Areas

Spark creativity Build the ‘created in Barcelona’ dimension and ‘if you love music, you love SEAT’.

Music/Urban art & BeatsAudio™ systems.

1.

Create content which makes us credible.

2.

Grow our fan base qualitatively through influencers, media partners and livestreams.

3.

Support music content with BEATS audio systems as a reason why.

Also Shazam and Spotify to build credibility.

Primavera Sound Partnership - 2018

SEAT Social Media Playbook

2.2 Content Areas

Live Content 360º Stage

Artists’ Stories

Sparking creativity: Content examples

Wall timelapse

SEAT Social Media Playbook

2.2 Content Areas

Primavera Sound Partnership - 2018 Live Content

Recap

SEAT Best Moments

Documentary Video

Sparking creativity: Content examples

#SEATbestMoments

SEAT Social Media Playbook

2.2 Content Areas

Move forward Build our positioning and attitude.

360º car and services campaigns.

1.

Build our attitude with the car in the story.

2.

Be coherent in message and tone of voice.

3.

Push for innovative formats and go fast to the call-to-action.

SEAT Social Media Playbook

2.2 Content Areas

SEAT Arona - Campaign 1st Phase: Impact

2nd Phase: Consider

3rd Phase: Conversion

Attitudinal Content

Social Media GIFS

Car Configurator

Move Forward Content

Canvas – Car Configurator

SEAT Social Media Playbook

2.2 Content Areas

Move Forward Content The 26th of June 2017 we revealed the new SEAT Arona in 25 countries at the same time through an Interactive Facebook Live Stream.

The overall results of this Unveil online activation were: -

26.000 Interactions

-

4,13 Million reach

-

516.000 views

-

98 % positive sentiment

SEAT Arona - Campaign EOS: Life and interactive event.

SEAT Social Media Playbook

2.2 Content Areas

Move Forward Content

Make the key moments socially relevant.

1.

Less is more. Focus on the moments that build brand values.

2.

Combine with social listening to identify powerful social campaigns.

3.

Focus on the values of streetwise, young and move forward to build strong moments.

SEAT Social Media Playbook

2.2 Content Areas

1. KEY moments 2. SPONTANEOUS moments

KEY moments

SPONTANEOUS moments

A key moment is a special topic that fits the SEAT Brand values. Before choosing them, verify that it has a connection to the brand.

Through Sprinklr tool we will consider upcoming trends by being reactive to relevant news and conversations aligned with brand values and positioning. Real-time content will help consumers to connect with the brand and can convert information into a marketing message to be shared.

2.3 User Journey

Create a journey with 3 simple steps, which go from attitude to car.

SEAT Social Media Playbook

SEAT Social Media Playbook

2.3 User Journey(*) Do I desire SEAT?

Do I love the car?

Does the car convince me to buy it?

AWARENESS of the big idea (push attitude 80/20%) KPI: reach

CONSIDERATION of the car (attitude +car 50/50%) KPI: engagement/traffic

Purchase of the car (pure car 20/80%) KPI: car configuration / test drives

On this phase we need to push the attitude of the brand. The overall weight of the creativity needs to be 80% attitude and 20% car.

(*) Please note that the % are just orientative. It will depend on each campaign.

On this phase we need to push the attitude and car at the same level, 50% attitude and 50% car content. We connect the communication idea with the car to achieve car love.

On this phase we need to push the rational dimension of the car at its maximum and support it with some attitude, 80% car content and 20% attitude. We aim at convincing the people to buy the car.

2.4 Content Formats

Discover and experiment with formats to inspire movement.

SEAT Social Media Playbook

SEAT Social Media Playbook

2.4 Content Formats Push Movement

Create Involvement

Be Socially Relevant

SEAT Social Media Playbook

2.4 Content Formats

Push Movement Demonstrate our ‘Move Forward’ spirit: 1.

Avoid static formats.

2.

Go for videos, cinemagraphs, animated gifs, playful canvas, etc.

3.

Express all car content in movement.

SEAT Social Media Playbook

2.4 Content Formats

Create Involvement Make all our content interactive: 1.

Promote UGC, so users can participate.

2.

Integrate gamification to engage with the audience.

3.

Inspire them through influencers and stories.

SEAT Social Media Playbook

2.4 Content Formats

Be Socially Relevant Make all our content more human and social: 1.

Use social listening.

2.

Conversational formats: interviews, documentaries, lifestyle blogs, etc.

3.

Make sure it is about real people, real needs and real stories.

SEAT Social Media Playbook

Content.

2.5 Content Planning If you want to know more about SM Local Management, find annexed a document where the process is explained.

Brand & Product Find a good balance between both, according to the channel and its KPIs (see Channel Explanation on slide 47).

Local-Global Capitalise on your local moments in advance. Suggest making them global if you consider them empowering to both business and the brand. If you do this, please inform your Country Coordinator so they can inform Central.

Global-Local Take global planning and make it relevant to local planning: Use all the appropriate assets / formats (both organic and paid) for each step of the journey.

SEAT Social Media Playbook

Content.

GLOBAL

Global Moments of Content

LOCAL

Local Moments of Content

Countries (Through CC)

CONTENT HUB

Countries Deployment

CONTENT HUB

Countries Deployment

Reject

SEAT Social Media Playbook

Content.

Consider the following suggestions. Prevent surprises and protect your efforts:

2.6 Legal Hints

Property & Rights Make sure we own the assets. Ensure they are taken down before the duration of the rights usage expires. You’ll know when usage rights of every campaign are expired through an Excel file uploaded on CAP.

Find Usage Rights annexed.

Celebrities Be careful about using celebrities’ images when linked in a post. Do not upload a celebrity image that we do not own.

Competitors Watch out for other brands. When shooting content, be careful not to feature other brands or people that we haven’t cleared the rights to use.

Sources Don’t post news without crediting and linking back to the source. Getting permission is a must if the content is not owned by SEAT. Local Legislation & GDPR Ensure you comply with specific local legislation about new privacy law. Check with your local legal contact if you have any doubts.

Contests & Promotions If you run a contest on Social channels, make sure to contact your legal department regarding data taken from users. *You can see the Emoji Contest as an example.

03 Channels 1. Channels & Roles 2. Hashtag Strategy 3. Influencers 4. Customer Care

SEAT Social Media Playbook

03 Channels

Making SEAT channels the space to challenge the status quo.

SEAT Social Media Playbook

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Key focus – channel positioning

Entertainment hub

Inspirational window

PR Noise: Be spontaneous

Corporate branding channel

Main objectives

Qualified reach through paid media, engagement and traffic to website

Engagement and social influence

Effective reach & social influence

Awareness and reputation

Tone of voice

Human, close, inspirational, max 90 characters

Short, direct, engaging, emojis

Headline, branded

Conversational and accessible

Corporate, professional, clean cut

Content type

Brand and Product content.

Add some PR news according to the global guidelines

Brand and Product content. Product content must follow the inspirational positioning of this channel. Stories and IG TV.

Rational, attitudinal, global & local moments

Focus on PR. Key moments related to the brand and the industry

PR, SEAT for Business, Human Resources and Employer Branding

1 - 3 per day

As necessary according to campaigns

Maximum 3 per tweet

1-2 hashtags if necessary

The video hub with added value content

Video views and positioning

Post frequency

3 - 5 posts per week

Maximum 2 per day

As necessary according to campaigns

Hashtags

No hashtags

2-5 per post

Tags for SEO

SEAT Social Media Playbook

Content creation

Channels.

• Publish the global calendar, ensuring you are using all assets relevant to your market.

3.1 Channels & Roles

• Use moving images if possible (better than stills) & videos. They perform the best on this platform. Never publish a single link or status without an image.

• Copies have to be simple and include calls-to-action to create engagement and generate shares. Use short links (Euro5, Portugal and Mexico can add short links through Sprinklr. Another good option for all markets is Bit.ly, where links can be customised).

• Upload all videos natively on Facebook. They perform better than links and achieve higher engagement.

• Experiment with new formats.

• UTM: Using UTM for tracking is recommended.

Community management Role: Entertainment hub.

• Monitor the times & days that your audience is logged in.

Objective: Maximise the qualified reach and engagement of the content.

What to post: A mix of brand and product, as well as key moments. We recommend investing in paid media to achieve better results.

• Like fan’s positive content related to their experiences with SEAT and thank them. Respond to negative comments with a solution or customer service contact information. Delete comments with vulgarity or spam.

• Like influencers’ posts and tag them if content is being re-shared.

• When collaborating with events and popular users, always mention them and tag their profile in the copy.

• Ask permission before republishing content from SEAT’s Facebook pages.

Post frequency: 3-5 times a week is recommended.

Ownership & management: Local pages integrated into the global brand page.

Assets: Markets can obtain these assets from the global team.

Paid media • • • •

Facebook is a Pay-to-Play marketing space.

Paid media is highly recommended to get qualified reach, engagement and conversion.

Organic reach is decreasing more and more due to algorithm changes. Native video has the highest organic reach.

Media investment must reach over 50% of the target audience in your market (not just fans).

Stay up to date on the latest Facebook news and formats here.

UTM tagging guidelines annexed.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Facebook Go for creative and interactive formats that work for you.

Here you can see examples of the latest Facebook formats.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Facebook The Tap and hold format is a type of interactive photo post that achieves high engagement. They only work on the Facebook app for mobile.

You can see how to create it here.

SEAT Social Media Playbook

Content creation

Channels.

3.1 Channels & Roles

• Publish the global calendar, ensuring you are using all assets relevant to your market.

• Copy: Include calls-to-action to encourage the audience to interact with the brand. Do not include links: Instagram does not support hyperlinking. When running a campaign, add the link in the bio.

• Use hashtags and emojis: Identify main and complementary hashtags for every campaign. Use emojis if necessary.

• Visual: Do not use filters on images. For videos, select the thumbnail for the cover before posting.

• Regram: Identify the most amazing content shared by users and regram it following the process below: - Contact the user to secure the rights to use the image.

- When posting, always mention the author to give the relevant credit.

- Do not use the content on other platforms unless agreed with the author.

Role: Inspirational window.

Objective: Engagement & social influence.

For reposting content, we recommend the Repost App (available for Android and iOS). Reposts have to be done from the Instagram app directly. They are not available through Sprinklr.

What to post: Push for attitude first, also product, brand and key moments.

Community management

Post frequency: Maximum 2 times per day.

• Monitor the times & days that your audience is logged in.

• Do not follow fan accounts and only tag when regramming content.

• Like fans’ positive content related to their experiences with SEAT and thank them. Respond to negative comments with a solution or customer service contact information. Delete comments with vulgarity or spam.

• Interact with influencers and tag their usernames when running a campaign.

Ownership & management: Global and local.

Assets: Markets can obtain these assets from the Global team.

Paid media • Instagram has its own restrictions on organic reach. It offers paid-for social media marketing opportunities. Local media teams should provide specific local guidance.

• UTM: Using UTM for tracking is recommended when we share paid posts with links.

Stay up to date on the latest Instagram news and formats here.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Stories

Content creation • Size: Stories have to be 730 x 1334 px. Go vertical.

• Include Story Links (Swipe Up function) to achieve traffic to the website.

• Try special formats such as Instagram Buy, Polls, Emojis to vote, Gifs… Stay updated on new ones through the Instagram platform.

• Adding music to Stories is possible. Check the copyright before doing it.

• Geolocation increases reach and provides useful information. Do it in special events.

• Add hashtags to story campaigns.

Community management • Like followers’ positive interactions via DM. • Respond to questions with a solution or customer service contact information. We respond to users directly on the Wall if that is where they ask, or via DM if they contact us there.

• Re-share followers’ positive stories and tag them. Re-sharing others’ stories is possible if they tag your profile.

Source: Instagram, 2017

SEAT Social Media Playbook

Channels.

Content creation

3.1 Channels & Roles

• You can get access to the new feature through Instagram App or through a stand-alone app from Play Store or App Store.

• For sharing videos, first you have to create a channel.

• Videos have to be 1 hour duration maximum.

• By the moment, there won’t be any advertisement or sponsors.

Community management Instagram TV

• Like followers positive interactions via DM. • Respond to questions with a solution or customer service contact information.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Instagram

Go for inspirational. Stories achieve high reach and engagement. Gifs and moving images engage users more.

Go fullscreen and try special formats. Instagram Stories have a lot of interactive options: polls, emojis, gifs…

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Role: video hub with added value content Objective: Maximise video views and support positioning. Follow guidelines in terms of customization and optimization.

What to post: Added Value content on brand and product.

Post frequency: When necessary, according to campaigns & events.

Ownership & management: Global and local accounts. Multiple channels connected to HQ. Assets: Markets can obtain these assets from CAP.

Content Creation • Publish the global calendar, ensuring you are using all assets. Follow guidelines in terms of optimisation & customisation, as uploaded in CAP. • Content: Global develops specific content per campaign, both for brand or product.

• Video: Specify titles, subtitles and copies for every video.

• Playlists: Organise videos according to playlists (based on 3 Content Areas: Bring Easy Mobility, Spark Creativity, Move Forward).

• Detailed information: Use customised thumbnails to make videos more attractive.

• Encourage engagement through copy: Include simple calls-to-action that encourage the audience to interact.

Community management • Respond to negative comments with a solution or customer service contact information.

• Delete comments with vulgarity or spam.

Paid media • It is highly recommended to invest on YouTube when running a campaign.

PLATFORM Channel Customisation

SEO Video Optimisation

STRUCTURE Content Organisation

• • • • • •

• • • • •

• Video Organisation • Videos by Playlists • Related Video Mapping

Profile & Cover Image Setup Trailer Playlists Definition Structure Page Sections Certified Channel SEAT Related Channels

SEO for Videos SEO for Playlists End Screen / Cards Subtitles Keywords implementation

Stay up to date on the latest YouTube news and formats here.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Reels is the latest jump from Youtube on the Stories format. It is available to creators in a beta test mode, and it lets users pots videos up to 30 seconds long.

HQ will deliver this format for future campaigns.

Learn more

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Content creation • • • • •

Publish the global calendar, ensuring you are using all assets.

Copy: Be simple and do not include more than one link, as it hinders legibility.

Include images & GIFs when appropriate as they tend to achieve higher engagement.

Be reactive: Identify optimal re-tweets & content opportunities.

Influencers: Check with your legal department before re-tweeting or mentioning a celebrity you don’t have a relationship with. Tag them when running a campaign.

• UTM: Using UTM for tracking is recommended.

Community management Role: PR noise.

Objective: Information and social influence.

What to post: A mix of content pertaining to: brand, car and key moments.

Post frequency: Post between 1-3 times per day.

Ownership & management: Global and local.

Assets: Markets can obtain these assets from the global team.

• • • • •

Monitor the times & days that your audience is logged in.

Don’t follow followers, but mark their tweets that share a great experience with SEAT as favourite.

Thank interesting mentions and RT the most wonderful.

Interact with influencers when there’s a campaign they are involved with.

Track URLs to understand engagement with links.

Paid media • Twitter currently has no restrictions on organic reach.

• It has a higher cost than Facebook or Instagram, but segmentations are very precise and effective.

• Twitter Ads are the best way to direct traffic to the SEAT website from the channel. This channel doesn’t redirect much traffic from organic posts.

• Twitter Cards and Promoted Trending Topics are a good way to drive traffic to a website, hashtag or campaign.

Stay up to date on the latest Twitter news and formats here.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

Twitter Go for call-to-action content.

Twitter has good formats such as Twitter Cards to achieve more traffic and app installs. Try them!

SEAT Social Media Playbook

Channels.

Content creation • Be more formal with the copies, as LinkedIn is used to share content from the corporate side.

3.1 Channels & Roles

• Always include visual assets such as images or videos in your posts.

• Upload all videos natively. They perform better than links.

• Find ways to be conversational.

• Demonstrate the ‘Move Forward’ attitude of the company.

Community management Role: Corporate branding.

• Like fans’ positive content related to their experiences with SEAT.

Objective: Awareness and reputation.

• Respond to negative comments with a solution or customer service contact information.

What to post: Brand and product news and events. Also B2B campaigns.

• Delete comments with vulgarity or spam.

Post frequency: When necessary, according to news and events.

• Monitor our competitors’ journeys on LinkedIn (number of followers, growth, social engagement). Linkedin Analytics provides basic information about them.

• UTM: Using UTM for tracking is recommended.

Ownership & management: Global and local.

Assets: Markets can obtain these assets from CAP according to their news and events.

Stay up to date on the latest LinkedIn news and formats here.

SEAT Social Media Playbook

Channels.

3.1 Channels & Roles

LinkedIn Go for content that is newsworthy. Always include images or naïve videos.

SEAT Social Media Playbook

Channels.

3.2 Hashtag Strategy • Hashtags should only be used on Instagram, Twitter and Linkedin (from June 2018).

Facebook posts should not include hashtags as they inhibit the posts performance.

• For most generic hashtags, search and update trending hashtags according to the channels.

• On Twitter, never use more than 3 hashtags on a single post. On Instagram, never use more tan 5. On Linkedin, do not use more tan two.

• Use hashtags to brand an experience or to aggregate user generated content.

HASHTAGS ALLOW AUDIENCES TO SEE MORE CONTENT.

WIP

SEAT Social Media Playbook

Channels.

3.2 Hashtag Strategy

SEAT Social Media Playbook

Channels.

3.3 Influencers

There’s nothing that connects more with people than other people.

There are a lot of benefits to influencer marketing, especially if we are able to build relationships with influencers who our audience is already engaged with.

Influencers can represent brand messages authentically and can generate positive sentiment and interaction towards the brand.

Right now, Instagram is the most popular platform for influencer marketing. At first, influencer marketing campaigns focused mainly on blogs, and then they moved to YouTube. Now it’s all about Instagram, which is the favourite platform among influencers.

Instagram is the place where strong profiles impact, inspire and engage with their target.

The interaction rate is higher on Instagram than on any other social media channel.

Additionally, this is the place where our urban community expresses itself and looks for inspirational content.

SEAT Social Media Playbook

41

Channels.

3.3 Influencers

Before doing any work on an influencer strategy, it is important to think about what our OBJECTIVES & GOALS are.

What do we want the campaign with influencers to accomplish?

It is crucial to have concrete, measurable goals as proposed below: -Increase the awareness of the campaign, both brand and product -Increase the reach of the campaign -Generate engagement: comment, share, like -Create unique content - Gain more followers -Drive traffic to website: to test drive or to car configurator

SEAT’s most suitable influencers They need to be undeniably cool and urban and have to have that STREETWISE edge. We look for users who are proud to align their story with SEAT and make new relevant content related to our brand.

When to involve influencers They can be added and fit into any moment of a communication phase.

We are used to counting on influencers during our annual events, but we can also involve them during brand and product campaigns.

SEAT Social Media Playbook

Channels.

3.3 Influencers

TWO TYPES OF INFLUENCERS: MICRO INFLUENCERS: They are ‘normal’ and ‘real’ people with less follower reach . They may be limited by their initial amount of reach, but in the long run, they offer brands more specific benefits.

The personal nature of these accounts is the first benefit: they often have more focused content on their pages compared to macro influencers. This allows them to offer more relatable and attainable content than macro influencers and, at the same time, it allows us to identify and engage more distinct audiences.

They offer high engagement rates.

MACRO INFLUENCERS: They are famous, known by many people, and their names are familiar to everyone. These profiles have millions of followers across different social channels and they are often considered celebrities in other entertainment industries.

They offer immediate reach and are great for visibility and awareness.

41

SEAT Social Media Playbook

Channels.

INFLUENCER CATEGORIES Micro influencers – Smaller profiles

Macro influencers - Biggest profiles

Who are they?

‘NORMAL’ PEOPLE

BIGGER NAMES, CELEBRITIES, RECOGNISED GLOBALLY

Why use?

Improve reputations, engage with small communities, generate authentic content

Increase awareness, get more visibility and reach big audiences

How to use?

Local campaigns & events, attitude content

Tactical fit: Global Campaigns, Global events, Product Launches

Evaluation

According to each campaign and market

According to each campaign

3.3 Influencers

We should be working with influencers who create relevant content for our automotive industry.

In many cases, the influencer niche may differ according to the goals of the campaign.

Countries

Local profiles

* Specify who is a micro influencer and macro influencer according to each market.

The categories we are most interested in:

MUSIC

ARTS & CULTURE

URBAN SPORTS

TRAVEL

TECH

GAMING

FASHION

CAR

SEAT Social Media Playbook

Channels.

3.4 Customer Care

1- Conversations «to avoid»

We pay attention to:

2- Language guidelines

Inquiries: Provide customers and prospects with information as well as work with other departments in order to take care of them in an appropriate way.

Complaints: Apologise and help them get connected with someone on the support side who can work to solve their problem (work with customer service).

Media opportunities: Connect with bloggers and journalists to build relationships as well as with our PR team.

Mouth crossed (X)

Book or FAQ icon

3- Conflict/Escalating protocol Lighting icon / discussion

4- Examples of best practices Checked sign + book

SEAT Social Media Playbook

Channels.

3.4 Customer Care

What we respond to: • Mentions of company as part of presentations or events.

• Compliments on our product, service, or people.

• Recommendations or referrals to Company.

• Customer Service/Support issues or inquires.

• Sales leads.

• Feature requests.

• User’s questions on our walls or via DM. • Sponsoring requests.

AVOID

What we don’t respond to: • Sarcastic, snarky or potentially inflammatory comments.

• Shares of blog posts or news announcements, unless in low enough volume to respond individually.

• Discussions/conversations between individuals that mention the company in passing and in which our involvement could be perceived as intrusive (If there is a better way to solve a problem, we will contribute. We also will thank them for the conversation/promotion).

• Posts in a language that we don’t have the appropriate understanding or resources to respond to. In this case, we’ll respond them in english.

• Posts/forum threads that require membership to respond to,

Political issues

unless it’s a customer service issue, negative post or

Religious topics

misinformation we need to correct.

Preachy and patronising attitudes – like the guys who make it seem like they’ve got it all figured it all

What we don’t say: • Unwarranted public apologies • Any details about future product enhancements • Most announcements regarding technical difficulties • Profanity or inappropriate subject matter • Reference to partners, customers, etc. that are not publicly known • Any details or mention of a competitor

04 Business Intelligence

1. Target Segmentation 2. KPI Metrics 3. Reporting

SEAT Social Media Playbook

SEAT Social Media Playbook

Business Intelligence.

4.1 Business Intelligence

Target segmentation

KPI metrics

Reporting

SEAT Social Media Playbook

Business Intelligence.

4.1.1 Target segmentation

Target segmentation Every strategy needs segmentation: 1.

Avoid reaching everyone (ask local media agency advice).

2.

Invest in Paid to reach the right audience (consult local media agency).

3.

Define the social media behaviour.

SEAT Social Media Playbook

Business Intelligence.

4.1.2 KPI Metrics

KPI Metrics Quantify clear metrics for each KPI: 1.

Define objectives for each campaign.

2.

HQ provides an industry and streetwise brand benchmark to compare against.

3.

Check guidelines on slide 72 about how each KPI is calculated.

SEAT Social Media Playbook

Business Intelligence.

4.1.3 Reporting You can find Tracking Guidelines annexed.

Reporting Track your campaigns: 1.

HQ provides main reports, uploaded on CAP (available for EU 5).

2.

Use tools as Sprinklr or Omniture and insight tools from every social media channel.

3.

Understand main KPIs (see dashboard on slide 75).

4.

Define future improvements .

SEAT Social Media Playbook

Business Intelligence.

Business Objective

Main Metrics

General to all Social Media channels.

CREATE A HEALTHY COMMUNITY

*Reports are developed by HQ.

•

Fans and followers: Number of

•

people who like/follow the account.

•

Active users: Engaged followers

•

•

Impressions: Number of times a

•

content is displayed.

•

during a given timeframe.

•

DRIVE USERS INTO BUSINESS OBJECTIVE ACHIEVEMENT

GENERATE MEANINGFUL INTERACTIONS

Reach: Number of unique viewers of

Click ratio: Total clicks divided by total reach.

•

Conversion rate: Number of times

a content.

an objective is achieved (lead,

Engagement: Number of

sales, download) divided by total

Number of published content on a

interactions: likes, comments, unlikes,

reach.

Social Media channel.

shares, clicks, etc.

Posts / Tweets / Videos / Stories:

Audiences : Group members with

•

•

Engagement rate %: Total

matching sociodemographic variables

engagement divided by total reach

and interests to our targets.

(when talking about rate always

Net Sentiment Score: (Positive

*100).

comments – Negative comments + (neutral comments / 2)) / total comments.

•

Net Promoter Score: % promoters - % detractors.

SEAT Social Media Playbook

Business Intelligence.

Social Media Channel Updated June 2018.

Facebook • • • • • • • • •

Followers Page Likes Post Likes Reactions Comments Shares Clicks Total video views Full video views

Facebook live • • • • • •

Comments Reactions Peak audience time Total video views Full video views Average viewed time

LinkedIn • • • • •

Followers Recommendations Comments Shares Posts

Instagram • • • • • • • •

Followers Engagement rate Number of saved images Click on bio Profile visits Posts Mentions Hashtag count

Twitter Followers Likes Comments Tweets Retweets Mentions Clicks Direct messages Hashtag count

• • • • • • • • •

YouTube

Instagram stories • • • • •

Replies Tap forward Tap back Comment Exit

• • • • • • •

Followers Video likes & unlikes Comments Shares Embeds Full video views Average view time

SEAT Social Media Playbook

06 Creative Guidelines

1. Introduction 2. Structure and grid 3. Images 4. Partner and award logos 5. Typography 6. Text layout 7. Video 8. Formats and Examples

SEAT Social Media Playbook

Digital Social Media.

Introduction

Social Media is an always evolving media.

Formats that are used today Will disappear tomorrow and new formats will take their place. The following pages aim to set out some rules for layout, typography, image and video use, and the application of different types of content according to Social Media channel.

This digital system is divided into: Structure and grid.

Images.

Partner and awards logo.

Typography.

Text Layout.

Video.

Formats and Examples.

Scalable.

Flexible.

Shareable.

Animated.

SEAT Social Media Playbook

Digital Social Media.

Structure and grid

The grid is based on a flexible modular logic where the diagonal from the SEAT concept becomes prominent and, together with the grid, creates a versatile modular system that can coexist in diferent formats without losing its personality.

The division of the shorter side into 10 parts determines the size of the gridline.

In this example, a grid made up of 10×20 quadrants has been applied.

The objective is to give the elements in all the pieces margin for mobility, and specifically enough space around them, which is very useful in modules and when Headlines, Offer, Model name, Campaign claim, Body copy, Image, Logo, Legal, Illustrations etc. are used.

SEAT Social Media Playbook

Digital Social Media.

Structure and grid

This will be used as a guide to establish the margins to be developed in each of the pieces.

The current frame corresponds to the module made up of 10×20 frames.

The 1 frame margin is used all around.

The use of the frame and grid is proportional to the size that is used.

The reason for this spacing is to provide the graphical element with more room in its vertex, and to ensure that the information does not look overly compressed.

SEAT Social Media Playbook

Digital Social Media.

Structure and grid

Formats In the case of Social Media, the formats can be summarised in 2: square and wide.

This will be used as a guide to establish the margins to be developed in each of the pieces.

The current frames correspond to the modules made up of 10×10 and 20×10 frames.

The ½ frame margin is used for 1/1 format and the 1 frame margin is used for wide format.

The use of the frame and grid is proportional to the size that is used.

The reason for this spacing is to provide the graphical element with more room in its vertex, and to ensure that the information does not look overly compressed.

1/1

Wide

SEAT Social Media Playbook

Digital Social Media.

03

Images

1.Product 2.Lifestyle 3.Feature 4.Urban art culture 05 Loop

GIF

audiovisual 06 Video

There are six image types: 01

05

02

06

04

SEAT Social Media Playbook

Digital Social Media.

Image area

Image area

Image area

Images 1/1 format

Square formats we use: 100, 50/50, 65/35 When using imagery combinations for a single asset, such as a carousel, the following rule must be applied; for images that are split into 50/50, 65/35 or a full frame of 100%, only a maximum of 2 combinations can be used.

Therefore, only the following combinations are allowed: 100+50/50 100+65/35 65/35+50/50 65/35+65/35 50/50+50/50 100+100 No more than 2 image types may be combined, i.e. 100 [+50/50,+65/35], within a single asset such as a carousel.

100%

1/1 Format Image area The Image area occupies 100% of the format.

Text area Headlines over the Image area.

50%

50%

1/1 Format Image area The Image area occupies 50% of the format.

Text area The Text area occupies 50% of the format.

65%

35%

1/1 Format Image area The Image area occupies 65% of the format.

Text area The Text area occupies 35% of the format.

SEAT Social Media Playbook

Digital Social Media.

Images. Wide

Image area

Wide Format Image area The Image area occupies 100% of the format.

100%

Text area

Headlines over the Image area.

Wide formats we use: 100, 50/50.

Image area

Wide Format Image area The Image area occupies 50% of the format.

50% Text area 50% The Text area occupies 50% of the format.

SEAT Social Media Playbook

Digital Social Media.

Partner and award logos

1 frame

Partner and Award logo It is shown in the top right margin of the Image area.

Award and partner logo always prints black&white or line art version if possible.

Size Height: 1 frame Width: Proportional

The following rules are a guide to harmonising the relationship between the SEAT logo and that of potential awards.

1:1

1/2frame

1 frame

Wide

SEAT Social Media Playbook

Digital Social Media.

Typography

There are rules to consider when talking about typography. In each piece, there must not be more than 3 different sizes.

Seat Bcn Light Used for the new message

Seat Bcn Regular Used for body text

The typography used is the corporate Seat Bcn.

Type family Light Regul ar Black

Seat Bcn Black Used for campaign message

abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789 ¡!”·$%&/()¿?*¨^: abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789 ¡!”·$%&/()¿?*¨^:

abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789 ¡!”·$%&/()¿?*¨^:

SEAT Social Media Playbook

Digital Social Media.

Typography

Emotional messages.

No more than 5 lines

Car model / Claim. No more than 3 lines Text formats

Light Regular Black

The new SEAT Ibiza.

Start moving.

In Social Media these are the 3 most used formats of message.

This is the font and spacing that you must apply, and please respect maximum number of text lines indicated according to the message.

Type family

What’s to come can always be better than what’s gone before.

Car model / Feature. No more than 3 lines

The new SEAT Ibiza.

With Full Link Technology.

Facebook Canvas.

It’s not about having the latest toys.

It’s about having everything you need to do what you do.

SEAT Social Media Playbook

Digital Social Media.

Text layout

6 + 1/2 frames 1/2 frame 4 frames

6 + 1/2 frames

The new o a.

SE ATAr n Do your thing.

1/2frame

Layout 1/1

2+1/2 frames

You must respect the text area marked according to the piece format.

The size of the text may vary depending on the number of characters. The following exercise defines an application area and maximum number of applicable text lines.

This allows us to keep the proportion we are looking for between the text and the image.

Text area

6 + 1/2frames

Wh at’ to come s can always be better than what’s gone before.

1/2frame

2 frames

The new SEAT Arona.

Do your thing.

Headline Font: Seat Bcn light Seat Bcn Black Case: Sentence case Aligned: Left Lines Max: 5 lines

100%

No images used.

Full colour background.

100%

Image area The Image area occupies 100% of the format.

Headline Font: Seat Bcn Black Case: Sentence case Aligned: Left Lines Max: 4 lines

50%

50%

Text area The Text area occupies 50% of the format.

Image area The Image area occupies 50% of the format.

Headline Font: Seat Bcn light Seat Bcn Black Case: Sentence case Aligned: Left Lines Max: 3 lines

65%

35%

Text area The Text area occupies 35% of the format.

Image area The Image area occupies 65% of the format.

SEAT Social Media Playbook

55% of grid

Digital Social Media.

Text layout

1 frame

4 frames

Headline Font: Seat Bcn Black Case: Sentence case Aligned: Left

What’s to come can always be better t an w h t’ s h . a gone before

Lines Max: 4 lines Wide Format 100%

No images used.

Full colour background.

Wide.

100%

35% of grid 1 frame

4 frames

T h ne w SEe A Aron a Do yo ur T thi ng . .

Image area The Image area occupies 100% of the format.

Headline Font: Seat Bcn light Seat Bcn Black Case: Sentence case Aligned: Left Lines Max: 4 lines Wide Format

Text area

50%

50%

Image area The Image area occupies 50% of the format.

Text area The Text area occupies 50% of the format.

SEAT Social Media Playbook

45% of grid

Digital Social Media.

Text layout

1 frame

4 frames

What’s to come cm o e can always be better than what’s gone before. gone before.

Headline Font: Seat Bcn Black Case: Sentence case Aligned: Left Lines Max: 4 lines

Video.

6 + 1/2 frames 1/2frame

4 frames

The new o a.

SE ATAr n Do your thing.

Headline Font: Seat Bcn light Seat Bcn Black Case: Sentence case Aligned: Left Lines Max: 5 lines

Text area

SEAT Social Media Playbook

Digital Social Media.

Video. Except Loops Format 1/1 Closure As Social Media is its own channel in itself, it is not necessary to brand all content with a logo, as it appears on the channel itself, shared by the brand. An exception to the rule applies when the logo is required to “end” the content.

2 frames Angle -9.8°

Transition The transition effect is consistent with the estimated angle that divides the SEAT logo.

Use transitions to start the closure of any animation piece. Transitions enter the clean colour space, followed by the logo.

Logo position The logo must appear at the end of the video without exception.

The size of the logo will be 2 frames tall.

The logo will always appear in the centre.

Logo Height: 2 frames Width: Proportional

SEAT Social Media Playbook

Digital Social Media.

Video.

Except Loops

Angle -9.8°

Format Wide

3 frames

Logo Height: 3 frames Width: Proportional

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

We shall use the most common formats, but others distinct from those may be used depending on the format and necessity.

You must apply the developed grid system and always respect the text and image areas.

SEAT Social Media Playbook

Digital Social Media.

One life.

Do it justice.

Formats and Examples

The new SEAT Ibiza.

Start moving.

Headline Font: Seat Bcn light Seat Bcn Black Case: Sentence case Aligned: Left Font size Min: 60 px Max: 110 px Lines Max: 5 lines

Formats layout 1080×1080 px.

You must respect the text area marked according to the piece format.

This allows us to keep the proportion we are looking for between the text and the image.

The new SEAT Ibiza.

This format is used for:

Start moving.

The new SEAT Ibiza.

Start moving.

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

The best plan to find a new way.

We’re proud to present

the new SEAT Leon.

Formats layout 1200×628 px.

The new SEAT Ateca.

Marvellous routine.

This format is used for:

Headline Font: Seat Bcn light Seat Bcn Black Case: Sentence case Aligned: Left

Font size Min: 45 px Max: 90 px Lines Max: 4 lines

The new SEAT Arona.

Do your thing.

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

The new SEAT Arona.

The best plan to find a new way.

Do your thing.

Formats layout 1024×512 px.

What’s to come can always be better than what’s gone before.

Headline This format is used for:

Font: Seat Bcn light Seat Bcn Black Case: Sentence Case Aligned: Left

Font size Min: 40 px Max: 70 px Lines Max: 4 lines

Technology.

Life update available.

SEAT Social Media Playbook

Digital Social Media.

Image area

Formats and Examples

Facebook Cover 828×315 px.

The Facebook cover is displayed differently depending on the device. Therefore, the visual safety area must be taken into account.

This format is used for:

Safe area 640×360 px

The new SEAT Arona..

Do your thing.

Headline Font: Seat Bcn Black Case: Sentence case Size: 36 px Line spacing: 38 px Characters: Maximum 3 lines Aligned: Left

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Facebook Video Cover 828×315 px.

As Social Media is its own media, there is no need of using the logo. All content shared appears shared by the brand.

An exception is made for video content where the logo is needed to play the role of “the end”.

Logo position.

The logo appears at the end of the video without exception. The size of the logo will be 3 frames tall. The logo will appear always in the centre.

This format is used for:

3 frames

Video closure Logo Height: 3 frames Width: Proportional

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Facebook Ad Carousel

Do you want to know more about the new SEAT Ateca FR? Find the beauty in routine.

19"Alloy wheels.

Connectivity Box.

Sporty interior.

The new SEAT Ateca

The new SEAT Ateca

The new SEAT Ateca

The new SEAT Ateca

The new SEAT Ibiza

The new SEAT Ibiza

The new SEAT Ateca.

Find the beauty in routine.

Do you want to know more about the New SEAT Ibiza? Start moving.

The new SEAT Ibiza.

Start moving.

This format is used for:

The new SEAT Ibiza

The new SEAT Ibiza

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Videos. Except Loops 1/1 Transition The transition effect is consistent with the estimated angle that divides the SEAT logo.

Use transition to start the closure of any animation piece. Transition comes up to finish in the clean colour space where the logo is placed.

This format is used for:

Wanna hug? Hug. The New SEAT Ibiza. Start moving.

Curiosity its probably the most powerful fuel.

Wanna hug? Hug. The New SEAT Ibiza. Start moving.

Curiosity its probably the most powerful fuel.

Wanna hug? Hug. The New SEAT Ibiza. Start moving.

Curiosity its probably the most fuel.

Angle -9.8°

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Our house party was a total blast. With a scenario like Barcelona what could go wrong? SEAT. Created in Barcelona.

Videos. Except Loops Wide Transition The transition effect is consistent with the estimated angle that divides the SEAT logo.

Use transition to start the closure of any animation piece. Transition comes up to finish in the clean colour space where the logo is placed.

This format is used for:

Primavera Sound has just come to our home town Barcelona.

Our house party was a total blast. With a scenario like Barcelona what could go wrong? SEAT. Created in Barcelona.

Primavera Sound has just come to our home town Barcelona.

Our house party was a total blast. With a scenario like Barcelona what could go wrong? SEAT. Created in Barcelona.

Primavera Sound has just come to wn

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Do you want to know more about the new SEAT Arona? Do your thing..

Do you want to know more about the new SEAT Arona? Do your thing.

We’re proud present

the new SEAT Leon STCC.

Facebook Image/Video Mix Album The albums must have 4 or more images. If there are not 4 images, the album can also be completed with information about the event or product, album title or logo.

This format is used for:

SEAT Leon 5D. A day ismore than enoughto do everything you want!

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Do you want to know the New SEAT Ibiza as never before? Start Mov.ing.

Start bottom The stroke should always have the same thickness.

The text should appear centered in the box.

Start moving.

Facebook Live Photo

Stroke Stroke: 3 px Text: 34 pt Text area: 2×2 frames

2 frames

This format is used for:

Start moving.

Text area

SEAT Social Media Playbook Technology.

Life update available.

It’s not about having the latest toys.

It’s about having everything you need to do what you do.

Digital Social Media.

Formats and Examples

Do you want to know more about the new SEAT Arona? Do your thing.

Facebook canvas Safety.

Adventure.

Meet peace of mind.

Being bold iseasy when you’re this secure.

Blind Spot Detection

This format is used for: Home

Do your thing.

SEAT Social Media Playbook

Digital Social Media.

Image area

Mobile 1492×408 px

Formats and Examples

Headline

The new SEAT Arona.

Do your thing.

Font: Seat Bcn Light Seat Bcn Black Case: Sentence case Aligned: Left Headline Min: 40 px Max: 50 px Lines

Twitter Cover 1500×500 px.

Max: 3 lines

The new SEAT Arona.

Do your thing.

This format is used for:

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

Twitter Album

The new SEAT Arona.

Do your thing.

This format is used for:

The new SEAT Cupra R.

SEAT Social Media Playbook

Thenew new The SEATArona.

SEAT

Digital Social Media.

Arona.

Do Doyour yo thing.

ur thing.

Formats and Examples

Instagram Ad Carousel

This format is used for:

19"Alloy wheels.

Connectivity Box.

Sporty interior.

The new SEAT Ateca.

Find the beauty in routine.

SEAT Social Media Playbook

Digital Social Media.

Formats and Examples

LinkedIn Cover 1536×768 px.

Do not use any text over the LinkedIn cover.

The safe area (1192×220 px) is too small for text or any other important information.

This format is used for:

SEAT Social Media Playbook 1280×760 px

Headline

Digital Social Media.

Formats and Examples

The new SEAT Arona.

Font: Seat Bcn Light Seat Bcn Black Case: Sentence case Aligned: Left

Do your thing.

Headline Min: 50 px Max: 90 px Lines

Safe area

Max: 4 lines YouTube Cover 2560×1440 px.

The new SEAT Arona.

Do your thing.

This format is used for:

SEAT Social Media Playbook

Headline

Digital Social Media.

The new SEAT Arona.

Formats and Examples

Do your thing.

Font: Seat Bcn Light Seat Bcn Black Case: Sentence case Aligned: Left Headline Min: 50 px Max: 90 px Lines Max: 4 lines

YouTube Video Thumbnail 1280×720 px.

For the YouTube Thumbnail, you must only use a 100% wide format image.

Other formats can be overlaid for the playlist sign.

This format is used for:

Primavera Sound has just cometo our home town Barcelona.

Thanks.