Pittsburgh Vintage Grand Prix Social Media Marketing

What’s the difference between them?

Why should we do it?

What are we?

1. The PVGP is a Racing event2. The PVGP is a Car Show event3. The PVGP is a Charity event

Raising money for theAutism Society of Pittsburgh and

Allegheny Valley School is the ultimate purpose

$$$$We raise money

through donations & $ponsor$

$$$$

Who is our audience?

250,000 people attend over the course of the event200,000 people attend on race weekend

80% are Professionals94% own their own home21% own their own business’

20% are from Pittsburgh68% are from Western PA12% are from outside PA

Age Range: 16-82Mean Age: 4777% Male

What is the Purpose of this presentation?

Objectives:Overview of Social Media which we participate• Explain “how and why” they function• Explain which target audience each reaches• Explain how you can help

The Ultimate Goal: More Sponsors = More dollars to the charity

The 4 C’s of Social networking

1. Communities2. Content3. Conversations4. Conversionhttp://socialmediasonar.com

1. Communities

78% of social media users interact with companies or brands via new media sites and tools, an increase of 32% from 2008.

95% of new media users also believe companies or brands should have a social media presence.

89% believe that they should interact with their consumers using social media.

Its important that you build communities on Facebook, LinkedIn, and Twitter that are made up of your prospects and clients.

Traditional advertising is about interrupting. Social media is about sharing and interacting.

2. Content

Consumers want entertained, informed, and educated.

If they like your content they will probably like you.

If you share good content consistently over time they will likely begin to trust you.

Social media provides great vehicles to share video, photo’s, written, and audio content.

No hard sellingDO NOT communicate a

sales messageDO IMPLY a sales

message

3. Conversations

What are “Conversations?”• A comment on a blog post, • A retweet, • A comment on your LinkedIn or Facebook • A “Thumbs Up” on a Facebook wall

You need REPLY BACK to these responses or there is NO conversation.

Traditional Advertising: Talking at someone

Social Media: Talking with someone

Build the right communities and conversations naturally happen!

3. Conversation: The important thing

THE KEY: You put out a message or content and someone chooses to respond.

These conversations and those among others will have an impact.

51% of respondents say that social media has influenced their online transactions.

78% of consumers trust peer recommendations

4. Conversion

All of the pieces should work together to lead to Conversion.Common mistake: Send people to the home page. It builds traffic but

may not help build DIALOGUE.

5 Actions of the Landing Page:Get a visitor to click (to go to another page, on your site or someone

else’s)Get a visitor to buyGet a visitor to give permission for you to follow up (by email,

phone, etc.). This includes registration of course.Get a visitor to tell a friend (all the more subtle) Get a visitor to learn something, which could even include posting a

comment or giving you some sort of feedback

Twitter is a free social networking (micro-blogging) service that allows users to send and read messages known as “Tweets”

“Tweets” are text based posts of up to 140 characters displayed on the author’s profile page and delivered to the authors subscribers “Followers”

Twitter was created in 2006

We’re following, RacersWe’re following Vintage tweetersWe’re Following Car makersWe’re following Race TeamsWe’re following Local organizationsWe’re following Autism

Our Followers

Top Insights:January 5th, 2009

1. The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report

2. The 55+ demo is not far behind with a 194.3% growth rate3. The 25-34 year population on Facebook is doubling every 6 months4. For those interested in advertising alcohol on Facebook, there are

27,912,480 users 21+, representing 66.3% of all users5. Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is

the slowest6. There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are

of unknown gender.7. The largest demographic concentration remains the college crowd of 18-24

year olds (40.8%) which is down from (53.8%) six months ago.Take away? Parents and professionals are rapidly adopting Facebook.

Facebook auto news feeds to Twitter which reaches out to a world audience!

If it posts on FB it posts on Twitter which then pushes it to be VIRAL!

30% (9 million) earn nearly $93,500/year. 69% read blogs, and 9% maintain their own blogs.

28% (8.4 million), senior executives earning a mean of $104,000/ year

22% (6.2 million), use LinkedIn because friends convinced them to join. This group is careful about who they connect to, and only connect to people they know in person. They earn nearly $88,000 per year

21% (6.1 million), are the hard-core job searchers. 70% of this group is employed full-time but actively looking for another position. Of all four groups, this one skews the youngest and most female (52%). They earn just over $87,500 per year and have a work purchasing power of $84,000.