hg social strategy presentation

HG Motorsports: Social Media Strategy

Social media is the number one daily activity among Americans, topping time spent on email and Google.

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Goals

• Move customers along the purchasing cycle• Increase touchpoints with customers• Increase mindshare• Generate leads

1 We need a short link to direct traffic

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Metrics

• Leads generated• Increase in audience (Likes, Followers)• Website traffic• Submission forms• Calculate ROI


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5 Stages of the Customer Buying Cycle

• Awareness : customer identification of a need and the realization that your business can potentially fulfill it

• Consideration : customer evaluation of how your offering meets this need, including the evaluation of offerings from other companies

• Preference/Intent : a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision

• Purchase : The action of ordering and buying from your company

• Repurchase: The emotional and logical process that leads to a repeat purchase


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• Awareness (2-3 touchpoints) : LinkedIn paid advertising, social media campaigns, sales pitch from HG staff

• Consideration (2 touchpoints) : funnel prospects to website assets, provide personalized estimate and consultation

• Preference/Intent (2 touchpoints) : sales team follow-up with tailored messaging, help customer overcome obstacles to purchase

• Purchase • Repurchase


Need 6-7 touchpoints in order to make a sale

40-50 year old male, professional executive, wealthy

– Interests• Golf• Polo• Cars

– Mid-life crisis • Capitalize on emotions

– Need a change in life– Need excitement– It’s time to turn your dreams

into a reality– Competition with peers

• Capitalize on emotions– Pride– Ego

TARGET CUSTOMER PROFILES

– Show off to peers (prestige)• Play to ego

– Has a family• Multiple children

– Income of $125,000– Consumed social media

• LinkedIn

23-30 year old male, professional

– Interests• Nightlife• Women• Cars• Alcohol• Sports• Gym• Video games

– Competition with peers• Capitalize on emotions

– Pride– Ego

– Show off to peers• Like to stand out (prestige)• Landed his first real-paying job

– Spend it on your car

TARGET CUSTOMER PROFILES

– Works full-time – College educated– Income of $62,000– Adrenaline-seeking (excitement)

• Daring• Independent

– Wants to be a race car driver• Race Go-Karts

– Consumed social media• LinkedIn• Facebook• Twitter• Instagram

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Awareness Tactic:

• A new member joins LinkedIn every second• 70 million members in 200 countries• 560,000 professionals visit the LinkedIn

homepage• 41% of people using LinkedIn for marketing

have generated business with it


Utilizing the HG Network

Connections of Clients

Current Clients

HG Team

First, we will focus on the connections within the HG network. These will be warm rather than cold calls. Since these connections have most likely heard of the program already, they are more likely to convert into customers.

Personal connections are the primary driver of consumer purchase decisions at every stage of the purchase lifecycle.

LEAD GENERATION (WARM)-

• Introductions let you contact members in your extended network through the people you know

• 25 introductions total 8 introductions a week• 2nd degree connection will then either accept or

deny the request• Once accepted, HG will be connected to the

target and HG can exchange information and do business

• Anacom to draft pitch message for target• Upkeep introductions monthly, withdrawing

introductions that have not gained leverage

Introductions

InMail

• Reach anyone on LinkedIn, no introduction or contact info required

• 10 InMails per month 3 InMails per week• Anacom will create tailored message for InMail Benefits• InMails are 30% more effective than using regular email• Prospect is able to click on your name and check you

out very easily and quickly• Response guarantee: if there is no response after 7

days, LinkedIn will provide another InMail to send

Premium Search and Team Link

• Team Link narrows down profiles that have connection paths• Targeted Search

– Industry– Relationship– Company Size– Seniority Level– Interested In: motorsports, cars– Fortune 1000


Manage Relationships

• Relationship Tab on LinkedIn• Make notes about the contact• Set reminders to follow up with contact

– Will receive an email reminder

• Take down how you met• Should be adding contacts as you meet

them


Who’s Viewed Your Profileand Full Network Access

Who’s Viewed Your Profile• Ability to see who’s viewed your profile over the last 90 days• Gives insight into how people are finding you• Provides keywords that were used to find your profile• Provides the number of times you appeared in the search

– Can tweak your own profile, if necessary• Targeted InMails to those viewing your profileFull Network Access• See 35x more profiles with full access to everyone in your 1st,

2nd and 3rd degree network • 7 million profiles

Sales Plus Plan

• Monthly plan - $59.99– Can evaluate results and could upgrade to annual plan

• Annual plan - $47.99


• Add YouTube videos to LinkedIn profile• Connect LinkedIn to email to add more connections• Request recommendations from clients

– Recommend others • Add summary to top of profile

Expand Your Profile

Pre-work

LEAD GENERATION (COLD) -

Paid Ads

• Select a target audience– Job Title: Manager, Director, Owner, Partner– Job Function– Industry: Legal Services, Financial Services– Geography: San Diego, Orange County– Gender– Age

• Ad will appear on:– Profile Page (when users view the profile of other

LinkedIn members)– Home Page (the page that users see when they log

in to LinkedIn)– Inbox (where users see messages and invitations to

connect)– Search Results Page (the page that results when

you search for a member)– Groups (on pages in LinkedIn Groups)

• Pay per click (CPC)– Only pay for clicks on your advertisement– If you want 10 clicks each day and want to spend

at most $2.00 per click, you would set your daily budget at $30/day

– $5 activation fee

LinkedIn ads are relatively new which means fewer advertisers are competing for users, so your ads have a better chance of being seen.

• Content Needed– Thumbnail picture (50x50 pixels)– Desired fields– A1B1, A2B2 test – A1: demographic 1, message 1– B1: demographic 1, message 2– A2: demographic 2, message 3– B2: demographic 2, message 4

Awareness Tactic: Cross-Channel Social Media Advertising Campaign

Weekly Editorial Calendar: 3 Week Campaign

Mon Tues Wed Thurs Fri Sat Sun

See Jonathan’s Daily Social Media Schedule for specific daily tasks

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Campaign Impact:The Numbers (organic)

Facebook

13,750 Likes 10% viewer rate: 1,375

60 day campaign, 1 post daily FB Total: 82,500 Impressions

LinkedIn

1 post every weekday 40 times

Dieter: 500 Connections 20% viewer rate: 100 4,000

Matt: 500 Connections 20% viewer rate: 100 4,000

Group Shares(four times weekly for 60 days):

32 times

Motorsports Prof Group (24,740 members)

10% viewer rate: 2,474

Motorsports Marketing (7,477 members)

10% viewer rate: 747

Motorsports Talent(1,003 members)

10% viewer rate: 100

Motorsports PR(541 members)

10% viewer rate: 54

LI Total: 35,000 Impressions

Twitter

95 Followers 10% viewer rate: 10

2 tweets daily for 60 days(120 total tweets)

Twitter Total: 1,200 Impressions

YouTube

722 Subscribers 20% Subscriber Notifications:144 Subscribers

Twice a week for 60 days (16 days)

YT Total: 2,304 Impressions

Total Impressions (60 days)1 :

253,004

1 Exact results may vary, this is a conservative estimate

Instagram

10,000 Followers 30% viewer rate: 3,000

60 day campaign 1 post every weekday (44 days)

IG Total: 132,000 Impressions

– Conduct interviews with all mechanics (Omar, Alain, Mike, Misha, Shane)

• Questionnaire emailed to each mechanic• Gather one specific testimonial for each

mechanic– Continue to collect testimonials

• Once every two weeks– Finish editorial calendar with Jonathan

• 2 hour initial strategy meeting• 1 hour meeting every week

• Utilize full-time video production team at Anacom to create new video assets (microvideos)

Content Creation

Social Media Campaign Pre-work

Identify Targets – Each staff member to identify 10 targets on LinkedIn to tag in status updates

Social Media Campaign Pre-work

– Survey every customer • What is the experience like working with our brand?

– What drew them to the HG brand?– How did they hear about us?– What made you finalize your buying

decision?– What made you choose us over our

competitors?– What would you tell someone who asks

about us?– Integrate HG Club Brand Ambassadors

(mentioned in next slides)

Survey Customers

Awareness Tactic: Cross-Channel Social Media Advertising Campaign

Weekly Editorial Calendar: 3 Week Campaign

Mon Tues Wed Thurs Fri Sat Sun

See Editorial Calendar for specifics for 60 days

– Utilize keyword research to strategically write blog posts

– Akropovic exhaust, performance suspension, performance dyno tuning

– HG to review keyword research and identify words they’d like to rank higher on

– Anacom will work with HG to create blog post around that keyword

• Will enhance Google search results

Targeted Content Creation

Data-driven Blog Posts

Amplify message – Repost on pertinent forums

– Based on data from the best performing social media posts, we can repurpose content for an email campaign.

• More likely to succeed Targeted Content

Creation

Email Campaigns

Address perception of high costs

MESSAGING

Talking Point

• We charge higher than our competitors because we do it right the first time. We’ve seen a lot of customers that have go elsewhere and we fix the mistakes that other shops have committed.

• The investment will pay off• Other companies are cheaper because they aren’t thorough enough• We produce only quality work

High Caliber Staff

MESSAGING

Talking Point

• Mention all the mechanics’ certifications• Other shops’ employees don’t have these certifications• Mention vast experience of each mechanic (can gather bio data from

each mechanic)• Mention any testimonials for mechanic’s service and delivery

We get it right the first time

MESSAGING

Talking Point

• We’ve had to fix cars that have been serviced by other shops• Lifetime warranty• Mention mechanics who have never had a car come back• Mention companies that we’ve taken distressed cars from (position

competition as inferior)• You will save money in the long run by getting it right the first time

You can trust us

MESSAGING

Talking Point

• Mention testimonials of happy customers• Mention number of customers that keep coming back (Omar has BLANK

number of returning customers)• Check out Yelp for reviews (may want to wait until we have more reviews)• Pitch a smaller modification, once they see the high quality work, they

will want to come back for more

We turn your dreams into a reality

MESSAGING

Talking Point

• You can achieve your dreams of being a race car driver• You’ve wanted these modifications for a long time now, it’s time to get it

done • Mention a testimonial that touches on these emotions• We will provide the adrenaline rush of a lifetime• We will provide experiences that you will remember forever• Life is short, you only live once!

Stand out from your peers

MESSAGING

Talking Point

• We have vetted our products and now we are left with the best of the best

• Your custom build will set you apart from all over cars on the road• Mention reactions from customer’s social circles • Mention exclusive product offerings (we are the only shop that does

BLANK)• Show most unique builds• You will definitely be bragging to your friends

We provide the adrenaline rush you’re looking for

MESSAGING

Talking Point

• We will provide the adrenaline rush of a lifetime• We will provide experiences that you will remember forever• Our staff understand your needs and will recommend products/services

that will satisfy those needs• Life is short, you only live once!• There is nothing like racing on the track – show personal passion for the

sport, inciting the same passion in the customer

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Advocate Marketing: Loyalty/Relationship Marketing

• Why?– Leads referred to you by happy customers convert at 5X the rate of cold calls– Consumers are suspicious of advertiser’s claims– It generally costs 4-6 times more to attract a new customer than to keep an existing one.

Advocates can outspend average customers 4:1. Multiply that out and you come to the conclusion that begetting Advocates can engender 16-24 times the profit of acquiring new customers.

Brand AmbassadorsHG Club

– Responsibilities• Tag 2-3 people in comments of HG statuses a week

(8 weeks)• 1 hour conference call with HG bi-weekly• Serve as focus group• Recruit one person a week to get a tour of the shop• Recruit attendees for end of month event

– Incentives• Exclusive event every other month• Exclusive discounts• Invitation to exclusive racing events • Recognition in community• Judges for social media contests

– Create exclusive HG Club, a community of brand ambassadors

– Make HG a fun place to be– Reach out to 30 customers to

become brand advocates• Private message on FB and LI

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Advocate Marketing: Loyalty/Relationship Marketing

Brand Ambassadors - HG Club

– Responsibilities• Tag 2-3 people in comments of HG

statuses a week (8 weeks)• 1 hour conference call with HG bi-weekly• Serve as focus group• Recruit one person a week to get a tour

of the shop• Recruit attendees for end of month event

– Incentives• Exclusive event every other month• Exclusive discounts• Invitation to exclusive racing events • Recognition in community• Judges for social media contests

– Create exclusive HG Club, a community of brand ambassadors

– Make HG a fun place to be– Reach out to 30 customers

to become brand advocates• Private message on FB

and LI– Managed by Dieter and

Matt

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Social Media Contests• Why?

– Businesses turn to social media contests to stir passion and activity within their online audience

• Proposed Contests (last week of the month)– #hgcargirls: IG contest gathering pictures of women posed with cars, at end of

month event hold pageant to choose the winner• Sex sells: can repurpose pictures on social media

– Dream Build: IG contest gathering pictures of cars with caption listing desired modifications

• Sales can follow up with participants to give them a specific quote

• Prizes– Significantly discounted parts– Date with import model and one day in dream car

• Give them an experience that they will share organically

– Opportunity to race

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Tie Events Into Marketing Plan• Why?

– Social media is exclusively an online medium, in order to close deals we need to interact with the community in person

End of Campaign Event

– Advertise via social media for one month prior– Brand ambassadors bring 3-4 friends to event– Possibly an Open House– Smaller Event at a bar/lounge

• Park car outside of lounge• Live DJ • Import models• Raffle• Food trucks

– Proposed themes• Dieter gets back into racing• Mechanic competition

Sales Strategy

There is A LOT of work to do in your sales department.

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• Consideration (2 touchpoints) : funnel prospects to website assets, provide personalized estimate and consultation

• Preference/Intent (2 touchpoints) : sales team follow-up with tailored messaging, help customer overcome obstacles to purchase

• Anacom can provide tools to increase awareness and perform

targeted marketing, but it is up to the sales team to close deals.


Need 6-7 touchpoints in order to make a sale

No pitch

SALES TACTICS

Current Sales Tactic

New Sales Tactic

• Full Launch Call for new leadsPre-work• Email pitch to prospects, if necessary (see script)• Schedule 15 minute call with prospect• Customer research

• Utilize LinkedIn (view profile)• Google prospect

Introduction (2 minutes)• Personal greeting• Thank you for taking the time to talk with me.

Discovery (5 minutes)• How did you hear about us?• What products are you interested in?• What are your concerns?Personalized Consultation (5 minutes)• Address customer’s specific concerns• Provide HG specific product offeringsSchedule follow-up (3 minutes)• Schedule a tour of the site • Schedule interview with head mechanicRecord interaction• Fill out Sales Force/Marketing Spreadsheet

No CRM to track progression of leads

SALES TACTICS


New Sales Tactic

• Ongoing communication between HG sales team and Anacom Media• Implement Sales Force/Marketing Spreadsheet (see handout)• HG sales team to submit spreadsheet every week• Anacom to provide new spreadsheet every month• Add fields in the future, if necessary

• Create work order system between Matt and Sales Force• Sales Force drops off forms and Matt can determine performance

• Exhaust commercial• Personal lunch• Phone call• Email• Tour of shop• Provide estimate for them• Promos (free shipping, free installation)• Customization

– Show their car with desired modifications• Video• Interview with mechanics

Tactics Used

Sales Force/Marketing Spreadsheet

Specific Needs – Write down their desired modifications and brands

Messages– See prior slides

Forums – no formal process

SALES TACTICS


New Sales Tactic

• Implement formal process for forums• Sales team to browse forums everyday (1 hour daily)• Sales team to private message at least 5 people from each forum (10 people

total)• Prioritize highest performing forums (adjust as data comes in)• Comment with captivating landing page to lower bounce rate

• Mercedescla.org• Mbworld.org• 6speedonline.com

Event attendance - inconsistent

SALES TACTICS


New Sales Tactic

• Create calendar every 1st of the month with events• Anacom can help research events, if needed

• Attend at least 5 events a month• 1 event per month for 5 staff members

• Each person to give out at least 10 business cards • Gather at least 10 business cards• Add prospect on LinkedIn after event• Add prospect to Sales Force/Marketing spreadsheet

• Take pictures at event for dissemination on social media, take pictures with prospects and tag on Facebook afterward

• Auto shows: 70% of 20 million people that attend intend to purchase or lease a new vehicle

Email Campaigns – Not data driven

SALES TACTICS


New Sales Tactic

• AB Test Subject Lines to determine most engaging headline• AB Test send time to determine best time of day to send emails• Include content that has been engaging on social media• Follow-up with those contacts with highest open rate

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Summary

• Warm and cold lead generation – LinkedIn• Increase awareness: social media campaign

– (FB, LI, LI Groups, Blog, Twitter, Yelp, YT, IG)– Tailored messages to target demographic and product

specific– Integrate social media contest– Integrate advocate marketing– End of campaign in-person event

• Revamp Sales Structure• Build out messages

HG Motorsports: Social Media Strategy

Social media is the number one daily activity among Americans, topping time spent on email and Google.

hg social strategy presentation

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