social media review

SOCIAL REVIEW!

SOCIAL REVIEW INDEX

0.

OUR METHODOLOGY

1.

SOCIAL PLATFORM & CONTENT ANALYSIS CONVERSATION / WEBSITE / SOCIAL MEDIA

2.

KEY OPPORTUNITIES & OPTIMIZATION AREAS CONVERSATION / WEBSITE / SOCIAL MEDIA

3.

COMPETITIVE & BEST PRACTICE REVIEWS EVERYDAY ENGAGEMENT / REMARKABLE EXPERIENCES

4.

PERSONALITY & RELATIONSHIP MANAGEMENT EVERYDAY ENGAGEMENT

0. !OUR !METHODOLOGY!

We know that the purchasing process is not automaRc.

We have to follow different mental processes unRl we finally decide to buy the product.

HOW WE RESEARCH: UNDERSTANDING OUR CUSTOMER

AssociaRon Interest Desire AcRon Loyalty

SRmuli On/Off Media -‐ Social Media Website Test-‐ride Purchasing RecommendaRon

THE CUSTOMER JOURNEY TODAY

A^enRon

Interest

Desire

AcRon

Loyalty

Brand Visibility

Brand Preference

Conversion

OUR DIGITAL RESEARCH METHODOLOGY

Are they seeing me?

Are they engaging with me?

Are they doing what I want? (i.e.: Are they buying? Are they registering? Are they using my app?)

1. !SOCIAL PLATFORM!& CONTENT ANALYSIS!

1.!SOCIAL PLATFORM!& CONTENT ANALYSIS!

CONVERSATION!WEBSITE SOCIAL MEDIA

If we look at the brand menRons last year, we may think CompeRtor A is taking the lead in awareness.

Social Placorms: News, Blogs, Microblogs, Comments, Facebook, Twi^er, Instagram, Pinterest, Youtube,. Source: Netbase

BRAND MENTIONS IN AUSTRALIA APRIL 2013-‐14:

BRAND VISIBILITY THROUGH BRAND MENTIONS OF USERS OF SOCIAL PLATFORMS IN AUSTRALIA*

MenRons in the last year since 14th April 2014. Source: Netbase

MENTIONS APRIL 2013-‐14:

IMPRESSIONS APRIL 2013-‐14:

Impressions in the last year since 14th April 2014. Source: Netbase

But if we look at impressions, we see that there are users who menRon us with higher reach, creaRng a higher visibility for us in the different digital placorms (media, blogs, forums and social media).

BRAND VISIBILITY THROUGH BRAND IMPRESSIONS TAKING INTO ACCOUNT THE FOLLOWERS OF OUR MENTIONERS

CompeRtor A has many more menRons coming from News media, which tells us that they have a more integrated social strategy

SenRment in the last year since 14th April 2014. Source: Netbase

The senRment of Our Brand is the least posiRve of the category

BRAND PREFERENCE THROUGH THE SENTIMENT OF THE USER’S BRAND MENTIONS

SENTIMENT APRIL 2013-‐14:

The posiRve associaRons with Our Brand menRon its a^ributes (‘power’, ‘useful’, ‘reliability’), as well as our rider’s life (‘mate’, ‘bless rider’, ‘great ride’).

BRAND PREFERENCE OF Our Brand THROUGH ‘+ & -‐’ ASSOCIATIONS

TOP LIKES AND DISLIKES OF Our brand APRIL 2013-‐14:


On the negaRve associaRons, we have to be careful in detecRng harmful conversaRons to the brand before they become incendiary.

BRAND PREFERENCE OF Our Brand THROUGH ‘+ & -‐’ ASSOCIATIONS

TOP LIKES AND DISLIKES OF Our brand APRIL 2013-‐14:



CONVERSATION WEBSITE!SOCIAL MEDIA

Our category is well SEO opRmized, and the visibility of our website is, as expected, high.

VISIBILITY ON SEARCH ENGINES

100%

Source: Google

PREFERENCE ON USER’S SEARCHES. Our brand and CompeRtor F are the least searched brands on the category. The most searched brands are CompeRtor B Motorcycles, CompeRtor C M. and CompeRtor D M., and even other ‘Classic’ Motorcycle brands, such as CompeRtor H, CompeRtor I or CompeRtor J, are driving more searches.

Source: Google Trends, Australia, Last 12 months from 23 April

4%

Searches in the last year since 14th April 2014. Source: Google Trends

PREFERENCE ON USER’S SEARCHES.

4%

26%

8%

7%

4%

4%

10%

16%

13%

4%

16%

13%

Source: Google Trends, Australia, Last 12 months from 23 April

Average searches

Searches in the last year since 14th April 2014. Source: Google Trends

In our payed campaign, we see that Facebook drives the majority of traffic.

FIRST CONVERSION FROM OUR ‘TEST RIDE‘ CAMPAIGN TO OUR WEBSITE

*Source: Salesforcesocial.com

Only Facebook has a Click through rate higher than the average (0,75% vs. 0,3%).*

4% 3%

0%

4%

TEST RIDE CAMPAIGN NOVEMBER 2013 -‐ FEBRUARY 2014 Source: ‘Our brand Test Rides. Campaign Report -‐ February Update’

Source: Google AnalyRcs

88%

Facebook users also spend the most average session duraRon.

TIME SPENT IN OUR WEBSITE

TEST RIDE CAMPAIGN NOVEMBER 2013 -‐ FEBRUARY 2014 Source: Google AnalyRcs

0:00:59

0:01:34

0:00:08 0:01:50

0:01:50

0:02:45

AVERAGE SESSION DURATION ON Our brand’S WEBSITE


Even from specialized sites, the conversion rate is really low. From all the sources of web traffic, Facebook users have the highest conversion rate (4,44% vs. 2,31% average of the analyzed sources).

LAST CONVERSION IN OUR REGISTERING PROCESS

98% drop out



CONVERSATION WEBSITE SOCIAL MEDIA!

Facebook gives us awareness, while Instagram gives us access to a younger generaRon. Twi^er has a low reach and an average age distribuRon. Pinterest is a social placorm which is actually used by a niche group of women.

SOCIAL MEDIA DEMOGRAPHICS IN AUSTRALIA

Our fans on Facebook are predominantly male

Source: Roy Morgan Single Source Australia Jan-‐December 2013

Source: Facebook 14th April 2014

Users of Social Placorms in Australia by sex in 2013 Source: Roy Morgan Single Source Australia Jan-‐December 2013

Users of Social Placorms in Australia by age in 2013

Source: Roy Morgan, Facebook

* In CompeRtor J Motorcycles, Australia’s Facebook page is served as the Worldwide Facebook page, it is where users are directed from the US page. Our Brand worldwide is 5,5 MM

BRAND VISIBILITY THROUGH FOLLOWERS OF SOCIAL MEDIA PLATFORMS IN AUSTRALIA

82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

Source: Pinterest, Youtube, Twi^er, Instagram, Facebook, 14th April 2014


82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

Our Brand has the bigger overall brand visibility in Social Media in Motorcycle brands in Australia, though its not reaching its younger audience through other social placorms.



82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

CompeRtor B Motorcycles is the second largest community in Facebook and Twi^er

6,505



82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

CompeRtor A has the best integrated social media community, having more followers on Instagram than on Facebook. It also has the highest amounts of subscriptors of Youtube in the category.

6,505



82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

Other Classic Motorcycle brands have no visibility on Social placorms in Australia



82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

Instagram is becoming a popular social placorm among the social followers of the motorcycle category -‐ specially CompeRtor A, but also CompeRtor C, CompeRtor D and CompeRtor B.

6,505



82,649

612 8,441

1,910 -‐

5,212 62,023 27,296 12,727 10,145 9,270 5,036 198

1,027 6,505

1376 194

30,653

1,027 3,414

1,555 600 1,065

1,065 124 1,214

52

10,599

4,969 266

664

618,616

*

Only CompeRtor B is in Pinterest, even though it hasn’t got many followers.


This table sums up all interacRons of Facebook, Twi^er and Instagram of the last 5 posts on 14th April 2014

612

Source: Pinterest, Youtube, Twi^er, Instagram, Facebook, 14th April 2014


This table sums up all interacRons of Facebook, Twiêr and Instagram of the last 5 posts on 14th April 2014

We’re not in the right social placorms for young users -‐ who drive the higher number of interacRons -‐ like in the case of Instagram for CompeRtor A, CompeRtor C and CompeRtor D or Twiêr for CompeRtor B. We have great interacRon on Facebook, but we aren’t performing strongly in Instagram and Twiêr.

612


BRAND BUILDING

BRAND SALES

BRAND CONTESTS / EVENTS

RIDER / BRAND

-‐ CONVERSATION TYPE MATRIX

Sport bikes

Source: Facebook, 14th April 2014

-‐ CONVERSATION CONTENT

Follow up of events with

brand presence

Facebook contests

PromoRons

If we analyze their content, we can divide them into clusters

Iconic

Classic

Sport bikes Stylish

Off-‐road


Follow up of events with

brand presence


Iconic

Classic

Sport bikes Stylish

Off-‐road



Facebook contests

Iconic

Classic

Sport bikes Stylish

Off-‐road



PromoRons

Iconic

Classic

Sport bikes Stylish

Off-‐road


BRAND BUILDING

BRAND SALES

BRAND CONTESTS / EVENTS

RIDER / BRAND

-‐ CONVERSATION TYPE MATRIX

Classic Iconic



Users Motorcycles

Importance on showing Custom

Culture

Brand in History / Culture

Iconic

Classic

Sport bikes Stylish

Off-‐road



Users Motorcycles

Iconic

Classic

Sport bikes Stylish

Off-‐road



Importance on showing Custom

Culture


Iconic

Classic

Best performance


Standard Facebook ER Average by Social Bakers

Fans

*ER

*ER = (Total interacRon of a given social placorm) / fans of the social placorm * 100

-‐ ENGAGEMENT VS. FOLLOWERS MATRIX



Fans

*ER


The ‘Classic Motorcycle’ cluster has a more engaged community.

Classic

Iconic

Sport bikes




Fans

*ER


It’s pa^erns are similar to our brand health among all adults.

Classic

Iconic

Sport bikes




Average Instagram ER of the category

Fans

ER

Source: Instagram, 14th April 2014




Fans

ER

With the younger crowd, CompeRtor A and CompeRtor C are doing great in Instagram, and in ‘second league’ CompeRtor D & CompeRtor B are gerng it.

Average Performers

High Performers





Fans

ER

What type of content is Our Brand posRng?



Motorcycle Focus

Insights in events 1

Riders in events

Fans in events 2

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media

Brand in History / Culture 3

Motorcycles in the open 4

1 2

3 4

-‐ CONTENT STRATEGY Our Brand




Fans

ER


High Performers

What type of content are the ‘High Performers’ posRng?


-‐ CONTENT STRATEGY

Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media


Motorcycles in the open

High performers

We see that they mainly focus on their people and motorcycles on events with the presence of the brand.


Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



1

2

3

4

5

6

1 2

3 4

5 6

-‐ CONTENT STRATEGY CompeRtor A


Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



1 2

3 4

5 6

-‐ CONTENT STRATEGY CompeRtor C

1

2

3

4

5

6




Fans

ER


Average Performers

High Performers

What type of content are the ‘Average Performers’ posRng?


On Average Performance, we see that they mix in their content posts about Accesories, promoRons or their appearance in media.

-‐ CONTENT STRATEGY

Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



Average performers


Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



2

5

8

1

4

7

3

6

1

2

3

4

5

6

7

8

-‐ CONTENT STRATEGY CompeRtor D


1

2

3

4

5

6

7

8

9

Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



1 2 3

4 5 6

7 8 9

-‐ CONTENT STRATEGY CompeRtor B


Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



1

2

3

4

5

6

1

3

5

2

4

6

-‐ CONTENT STRATEGY CompeRtor H


Motorcycle Focus

Insights in events

Riders in events

Fans in events

Hostesses in events

Accesories

PromoRons

Contest

Appearance in Media



1

2

3

4

-‐ CONTENT STRATEGY CompeRtor E

1

4

2

3


Average Twi^er ER of the category


Source: Twi^er, 14th April 2014

Average Twiêr ER of the category

The content is mainly imported from Facebook or Instagram, not engaging strongly as a result.

Although there are fewer followers, the follower’s share seems to follow the same paêrn as in FB.

Copying from Facebook Copying from Instagram

Similar content from Facebook

Similar content from Facebook

Copying from Facebook & Instagram


Few followers

Average number of followers

Low engagement

Source: Twiêr, 14th April 2014

On Pinterest, CompeRtor B Motorcycles is the only brand starRng to understand this placorm.

Source: Pinterest, 14th April 2014

CONVERSATION (Blogs, Forums, Media, Facebook, Twiêr,

Instagram, Pinterest, Youtube)

Analyzed brands: Our brand, , CompeRtor B, CompeRtor E, CompeRtor A, CompeRtor F. Awareness ConversaRon: Share of Impressions. 14 April 2013-‐14. Source: Netbase Preference ConversaRon: Share of Net SenRment. 14 April 2013-‐14. Source: Netbase. Awareness Website: Google Page Rank. 14 April 2014. Source: Google Search. Preference Website: Google Trends. 14 April 2014. Source: Google Trends. AcRon Website: Google AnalyRcs. 14 April 2014. Source: Google AnalyRcs. Awareness Social Media: Social Placorm Followers. 14 April 2014. Source: Facebook, Twiêr, Instagram, Pinterest, Youtube.. Preference Social Media: Engagement Rate. 14 April 2014. Source: Facebook, Twiêr, Instagram, Social Bakers.

COLOUR CODE:

What are people saying about us on the Internet?

Our brand BRAND

VISIBILITY

Our brand

Category

Our brand

1. SOCIAL PLATFORM & CONTENT ANALYSIS -‐ SUMMARY

We have a great visibility because we have users who menRons us with a high reach.

All that is in green is performing GOOD

All that is in orange is performing AVERAGE

All that is in red is performing POORLY

CONVERSATION (Blogs, Forums, Media, Facebook, Twi^er,

Instagram, Pinterest, Youtube)


COLOUR CODE:

What are people saying about us on the Internet?

Our brand BRAND

VISIBILITY

BRAND PREFERENCE

Our brand

Category

Our brand We have a great visibility because we have users who menRons us with a high reach.

Our low preference comes from having the least posiRve senRment in the category.





WEBSITE





COLOUR CODE:

Category

Our brand

How are our social placorms performing?

BRAND VISIBILITY


Our category is well SEO opRmized, with a high visibility of our website, as expected.


WEBSITE


COLOUR CODE:

Category

Our brand


BRAND VISIBILITY

BRAND PREFERENCE


Our low preference in searches is because users search CompeRtor B, CompeRtor E, CompeRtor C and CompeRtor D’s more than Our brand in average.






WEBSITE


COLOUR CODE:

Category

Our brand


BRAND VISIBILITY

BRAND PREFERENCE

CONVERSION


Our low preference in searches is because users search CompeRtor B, CompeRtor E, CompeRtor C and CompeRtor D’s more than Our brand in average.


We recommentd to re-‐locate investment on Facebook, the source on higher conversion on our digital campaigns with the highest average Rme per user session.





SOCIAL MEDIA (Facebook, Twi^er, Instagram,

Pinterest, Youtube)


COLOUR CODE:

BRAND VISIBILITY Category

Our brand



Our Brand has the overall higher visibility in Social Media in Motorcycle brands in Australia, though its not reaching its younger audience through social placorms such as Instagram, Twi^er or Pinterest.






COLOUR CODE:

SOCIAL MEDIA (Facebook, Twiêr, Instagram,

Pinterest, Youtube)

BRAND VISIBILITY

BRAND PREFERENCE

Category

Our brand



We have a high preference in Facebook -‐ we have a great interacRon -‐ but we are performing not as strongly in Instagram and Twiêr: we’re not in the right social placorms for young users who drive the higher number of interacRons. • CompeRtor A has the best integrated social media community with more followers in Instagram than Facebook. • Instagram is becoming a popular social placorm among the social followers of the motorcycle category. • Only CompeRtor B is in Pinterest. • Twiêr is not performing well in the category as its content is copied from other placorms.

Our Brand has the overall higher visibility in Social Media in Motorcycle brands in Australia, though its not reaching its younger audience through social placorms such as Instagram, Twiêr or Pinterest.





2. !KEY OPPORTUNITIES !& OPTIMIZATION AREAS!

3.KEY OPPORTUNITIES !& OPTIMIZATION AREAS!

CONVERSATION!WEBSITE!SOCIAL MEDIA

CONVERSATION WEBSITE SOCIAL MEDIA

BRAND VISIBILITY

BRAND PREFERENCE

CONVERSION

Category

Our brand

1. 2.

3.


COLOUR CODE:

1. Be Always ON. Be always able to respond to your users, anywhere, anyRme.

3. Improve the UX of your website when booking a Test a Ride -‐ already being addressed.

2. Build traffic to your website through Social Media Campaigns (specially “Like” Campaigns) & PR

HELICOPTER VIEW – CONVERSATION & WEBSITE




3.KEY OPPORTUNITIES!& OPTIMIZATION AREAS!

CONVERSATION WEBSITE SOCIAL MEDIA!

HELICOPTER VIEW -‐ SOCIAL MEDIA

Category

Harley Davidson

CONVERSATION WEBSITE SOCIAL MEDIA

BRAND VISIBILITY

BRAND PREFERENCE

CONVERSION

Category

Our Brand

We’re not reaching our younger audience. We’re doing great on Facebook, but we should focus with a specific approach on other social placorms with a younger audience. Except CompeRtor A, the motorcycle industry isn’t innovaRng in placorms such as Instagram, Twi^er. CompeRtor B is the only motorcycle brand in Australia with presence on Pinterest.




KEY FINDINGS

VIRGIN SPACE VIRGIN SPACE

OPEN SPACE LEADERS

WE HAVE TO CATCH UP W I T H Y O U N G E R AUDIENCES WHO ARE ALREADY INTERACTING WITH OUR CompeRtor A.

N O N E O F T H E MOTORCYCLE BRANDS HAVE A SPECIFIC CONTENT STRATEGY.

MO S T MO T O R C Y C L E BRANDS DON’T HAVE A S P E C I F I C C O N T E N T STRATEGY.

WE HAVE A LARGE AND E N G A G E D M A L E COMMUNITY.

BRANDS ARE NOT PERFORMING WELL BY IMPORTING CONTENT F R O M F A C E B O O K O R INSTAGRAM.

ON L Y C ompeR t o r B I S I N P I N T E R E S T , S T A R T I NG T O UNDERSTAND THIS MEDIA WITH VINTAGE AND CUSTOM BOARDS.

Our brand AUSTRALIA: ‣ Our Brand HAS THE MOST VISIBILITY AND PREFERENCE ON FACEBOOK ‣ THE BEST PERFORMACE POSTS ARE THOSE THAT MAKES US DIFFERENT: USER GENERATED CONTENT AND THE ONES THAT EMBRACE OUR HISTORY & ROLE IN CULTURE. AUSTRALIAN MOTORCYCLE BRANDS: ‣ THE GENERAL CONTENT STRATEGY FOCUSES ON THE EXTERIOR LIFE OF THE RIDER AND THEIR EVENTS. ‣ THERE ARE TWO CLUSTERS OF PERSONALITIES: ‘SPORT BIKES’ AND ‘CLASSIC’, AND INSIDE THESE, ‘ICONIC’. ‣ THE ‘CLASSIC’ GROUP PERFORMS BETTER BY AVOIDING PROMOTIONAL POSTS AND FOCUSING ON CREATING A COMMUNITY.

PERFORMANCE: ‣ SPECIALLY CompeRtor A, BUT ALSO CompeRtor C, CompeRtor D AND CompeRtor B, ARE PERFORMING WELL IN INSTAGRAM THOUGH NOT EXCEPTIONALLY, BECAUSE THEIR ENGAGEMENT IS LOWER THAN THE GLOBAL AVERAGE OF BRANDS IN INSTAGRAM. CONTENT STRATEGY: ‣ THE CONTENT STRATEGY OF THE CATEGORY CONSISTS ON DOCUMENTING PHOTOGRAPHS OF THEIR EVENTS AND OCCASIONALLY SHOWING THEIR MOTORCYCLES. ‣ THE BRANDS THAT PERFORM BETTER ARE THOSE WHO HAVE A MORE VARIED CONTENT. ‣ SURPRISINGLY, HAVING BETTER QUALITY OR INSPIRATIONAL PHOTOGRAPHS DOESN’T TRANSLATE IN MORE FOLLOWERS OR ENGAGEMENT.

VIRGIN SPACE VIRGIN SPACE

OPEN SPACE LEADERS

KEY FINDINGS

3. !COMPETITIVE!& BEST PRACTICE!REVIEWS!

EVERYDAY ENGAGEMENT!REMARKABLE EXPERIENCES

2. !COMPETITIVE!& BEST PRACTICE REVIEWS!

‣  STATE YOUR STYLE (BMW / LEXUS)

‣  PROVIDE DAILY CONTENT (PRINGLES / SKITTLES)

‣  COMMUNITY ENGAGEMENT MESSAGE

(MASTER CARD)

‣  LET INFLUENCERS TALK ABOUT YOUR STORY

(PAYPAL / MERCEDES BENZ)

BEST PRACTICES !IN EVERYDAY ENGAGEMENT:!


‣  STATE YOUR STYLE (BMW / LEXUS)!



(MASTER CARD)



-‐ STYLE STATEMENT



‣  PROVIDE DAILY CONTENT (PRINGLES / SKITTLES)!


(MASTER CARD)



-‐ DAILY FUN





(MASTER CARD)!



-‐ BREAK THROUGH MESSAGE





(MASTER CARD)


(PAYPAL / MERCEDES BENZ)!

-‐ ASPIRATIONAL STORIES

-‐ INFLUENCER TEST RIDE

EVERYDAY ENGAGEMENT REMARKABLE EXPERIENCES!

2. !COMPETITIVE!& BEST PRACTICE REVIEWS!

BEST PRACTICES !IN REMARKABLE EXPERIENCES:!

‣  LET USERS CUSTOMIZE THEIR ADS (H-D)

‣  CONNECT FANS THROUGH COMMON

INTERESTS (NISSAN)

‣  INSERT YOUR BRAND IN YOUR USER’S

CULTURE (SUBARU / DIESEL)

‣  CREATE A MOVEMENT & BE USEFUL (LEVI’S)

-‐ CUSTOM CULTURE




INTERESTS (NISSAN)




-‐ CONNECTING PEOPLE




INTERESTS (NISSAN)




-‐ MOVIE CULTURE

-‐ DANCING CULTURE




INTERESTS (NISSAN)




-‐ COMMUNITY MOVEMENT

2. COMPETITIVE&BEST PRACTICE REVIEW SUMMARY

EVERYDAY ENGAGEMENT:

STATE YOUR STYLE

(BMW / LEXUS)

PROVIDE DAILY CONTENT

(PRINGLES / SKITTLES)

COMMUNITY ENGAGEMENT MESSAGE

(MASTER CARD)

LET INFLUENCERS TALK ABOUT YOUR STORY

(PAYPAL/MERCEDES BENZ)

REMARKABLE EXPERIENCES:

LET USERS CUSTOMIZE THEIR ADS (H-‐D)

CONNECT FANS THROUGH COMMON INTERESTS

(NISSAN)INSERT YOUR BRAND IN YOUR USER’S CULTURE

(SUBARU / DIESEL)CREATE A MOVEMENT & BE USEFUL

(LEVI’S)

BEST PRACTICES IN

4. !PERSONALITY!& RELATIONSHIP!MANAGEMENT!

WE HAVE ALREADY SEEN HOW TO MANAGE OUR EVERYDAY ENGAGEMENT

YOUNGER NICHE

OLDER MASS

CULTURE

RELATIONSHIP MAP BETWEEN OUR SOCIAL MEDIA PLATFORMS & OUR CUSTOMERS

MATURE FEMALE SPACE

OLDER MASS

CULTURE

VIDEO CONTENT

OCCASIONAL CONTENT EXCHANGE

IMAGE POSTING

OCCASIONAL WEB MENTION

YOUNGER NICHE


MATURE FEMALE SPACE

OCCASIONAL VIDEO CONTENT

OLDER MASS

CULTURE


OCCASIONAL IMAGE POSTING

VIDEO CONTENT

IMAGE POSTING


OCCASIONAL WEB MENTION

YOUNGER NICHE


OLDER&MASS&

CULTURE

REAL%TIME%NEWS%&%HELP

RELATIONSHIP&MAP&BETWEEN&OUR&SOCIAL&MEDIA&PLATFORMS&&OUR&CUSTOMERS

OCCASIONALWEB%MENTION

VIDEO%CONTENTOCCASIONALCONTENTEXCHANGE

OCCASIONALIMAGE%POSTING

OCCASIONALVIDEO%CONTENT

YOUNGER&NICHE

SUB4GROUP

VIDEO%STORAGE

INFORMATION%STORAGE

OCCASIONALCONTENTEXCHANGE

IMAGE%POSTING

MATURE FEMALE SPACE

-‐ INSPIRATION STORAGE

SOCIAL MEDIA PERSONALITY MATRIX -‐ COMMUNITY HUB -‐ YOUNGER RIDER DOCUMENTALIST

REAL TIME NEWS & HELP

COMMUNITY HUB: LOTS OF THESE

COMMUNITY HUB: AND LESS OF THESE

-‐ COMMUNITY HUB

LOTS OF THESE Be more than an engaging community, move towards something

LESS OF THESE Use Facebook only as a generic conversaRon center

Don’t be transparently obvious, don’t shout as loudly, be authenRc Use a promoRonal or over-‐friendly tone

-‐ COMMUNITY HUB

LOTS OF THESE LESS OF THESE

Come from ‘beside’, not ‘above’ and be part of the community Push your products or promoRons

-‐ COMMUNITY HUB


Embrace your heritage & role in culture UndisRnguish yourselves from compeRRon

-‐ COMMUNITY HUB


Don’t say it, live it Focus mainly on your user’s city life

-‐ COMMUNITY HUB


Encourage user generated content & custom culture Post only HQ images of your brand

-‐ COMMUNITY HUB


Maintain a coherent image style Outsorce images from different Our Brand photographers

-‐ COMMUNITY HUB


Promote useful app’s Promote entertaining app’s

-‐ COMMUNITY HUB


Answer asap Let other users answer

-‐ COMMUNITY HUB


Create engaging stories Write long texts to entretain

-‐ COMMUNITY HUB


Be uniquely random Be redundant

-‐ COMMUNITY HUB


!!!!!!!!"!COMMUNITY!HUBLOTS%OF%THESE

Promote!useful!app’s Promote!entretaining!app’s

Be!more!than!an!engaging!community,!move!towards!something

Use!Facebook!as!a!conversaGon!center

Don’t!be!transparently!obvious,!don’t!shout!as!loudly,!be!authenGc

Use!a!promoGonal!or!over"friendly!tone

Come!from!‘beside’,!not!‘above’!and!be!part!of!the!community

Push!your!products!or!promoGons

Embrace!your!heritage!&!role!in!culture UndisGnguish!yourselves!from!compeGGon

Encourage!user!generated!content!&custom!culture

Post!only!HQ!images!of!your!brand

Maintain!a!coherent!image!style Outsorce!images!from!different!H"D!photographers

Answer!asap!your!followers Let!other!users!answer

Create!engaging!stories Write!long!texts!to!entretain

Don’t!say!it,!live!it Focus!mainly!on!your!user’s!city!life

Be!uniquely!random Be!redundant

LESS%OF%THESE

YOUNGER RIDER DOCUMENTALIST: LOTS OF THESE

YOUNGER RIDER DOCUMENTALIST: AND LESS OF THESE

-‐ YOUNG RIDER DOCUMENTALIST

Be real, inspiraRonal and HQ Try to be over-‐friendly with other communiRes


Foster culture, involve fans Be self-‐conscious

-‐ YOUNG RIDER DOCUMENTALIST LOTS OF THESE LESS OF THESE

Merge with the motorcycle counter culture Provide “behind the scenes” content fans can’t get elsewhere

Copy content from other placorms


Integrate into campaigns Completely separate from the brand


Document before it happens Document an event ayer it has happened


Promote quick CompeRRons (i.e.: Contests or stories related with photography)

Create contests that re-‐direct you to other placorms


Leverage Instagramers CommuniRes (i.e.: Retweet inspiraRonal pictures of riders of Our Brand Interact with other communiRes in the motorcycle culture, Document events or riding communiRes in the open)

Be over-‐friendly with other users or communiRes


Be#self'consciousFoster#culture,#involve#fans

Promote#quick#Compe99ons# Create#contests#that#re'direct#you#to#other#pla=orms

Merge#with#the#motorcycle#counter#cultureProvide#“behind#the#scenes”#content#fans#can’t#get#elsewhere

Copy#content#from#other#pla=orms

Be#real,#inspira9onal#and#HQ Try#to#be#over'friendly#with#other#communi9es

Integrate#into#campaigns Completely#separate#from#the#brand

Document#before#it#happens Document#an#event#aJer#it#has#happened

Leverage#Instagramers#Communi9es Be#over'friendly#with#other#users#or#communi9es

#########'#YOUNG#RIDER#DOCUMENTALIST

LOTS%OF%THESE LESS%OF%THESE

Post influenter’s quotes on freedom, rebellion or motorcycling

Talk about other subjects, like romance



Create different boards, like riding accesories and lifestyle

Use pictures that are not inspiraRonal



Embrace your history and cultural role Post pictures only of one subject



Promote the customitzaRon of Our Brand’s motorcycles Thrive to mantain a coherent image



Engage with other pinterest motorcycle communiRes Be self-‐centered



Engage&with&other&Pinterest&motorcycle&communi4es

Promote&the&customiza4on&of&H8D’s&motorcycles

Thrive&to&mantain&a&coherent&image

Talk&about&other&subjects,&like&romance

Use&pictures&that&are&not&inspira4onal

Post&pictures&only&of&one&subjectEmbrace&your&history&and&cultural&role

Create&different&boards,&like&riding&accessories&and&lifestyle

Post&influencer's&quotes&on&freedom,&rebellion&or&motorcycling

Be&self8centered

&&&&&&&&8&INSPIRATION&STORAGE


-‐ REAL TIME NEWS & HELP

!!!!!!!!"!REAL!TIME!NEWS!&!HELP

Quote!or!post!content!related!to!Harley"Davidson’s!brand!essence!about!freedom,!rebellion!and!the!joy!of!riding!"!with!hashtags

Provide!up"to"date"!global!H"D!News

RT!users!and!engage!with!similar!communiJes

Provide!help!to!the!riders!in!real!Jme

Provide!unique!!insights!on!events,!leveraging!from!other!plaLorms!&!communiJes

Use!a!promoJonal!or!over"friendly!tone

Talk!about!past!developments

Don’t!listen

Copy!content!from!other!plaLorms

Forget!about!the!brand’s!events


!!!!!!!!"!INSPIRATION!STORAGE

SOCIAL!MEDIA!PERSONALITY,MATRIX!!!!!!!!"!COMMUNITY!HUB !!!!!!!!"!YOUNGER!RIDER!DOCUMENTALIST

!!!!!!!REAL!TIME!NEWS!&!HELP

Quote!or!post!content!related!to!Harley"Davidson’s!brand!essence!about!freedom,!rebellion!and!the!joy!of!riding!"!with!hashtags

Provide!up"to"date"!global!H"D!News

RT!users!and!engage!with!similar!communiPes

Provide!help!to!the!riders!in!real!Pme

Provide!unique!!insights!on!events,!leveraging!from!other!plaRorms!&!communiPes

Use!a!promoPonal!or!over"friendly!tone

Talk!about!past!developments

Don’t!listen

Copy!content!from!other!plaRorms

Forget!about!the!brand’s!events

Be!self"consciousFoster!culture,!involve!fans

Promote!quick!CompePPons! Create!contests!that!re"direct!you!to!other!plaRorms

Merge!with!the!motorcycle!counter!cultureProvide!“behind!the!scenes”!content!fans!can’t!get! Copy!content!from!other!plaRorms

Be!real,!inspiraPonal!and!HQ Try$to$be$over*friendly$with$other$communi5es

Integrate!into!campaigns Completely!separate!from!the!brand

Document!before!it!happens Document!an!event!aWer!it!has!happened

Leverage!Instagramers!CommuniPesBe$over*friendly$with$other$users$or$communi5es

LOTS,OF,THESE

Promote!useful!app’s Promote!entretaining!app’s

Be!more!than!an!engaging!community,!move!towards!something Use!Facebook!as!a!conversaPon!center

Don’t!be!transparently!obvious,!don’t!shout!as!loudly,!be!authenPc

Use!a!promoPonal!or!over"friendly!tone

Come!from!‘beside’,!not!‘above’!and!be!part!of!the!community

Push!your!products!or!promoPons

Embrace!your!heritage!&!role!in!culture UndisPnguish!yourselves!from!compePPon

Encourage!user!generated!content!&custom!culture

Post!only!HQ!images!of!your!brand

Maintain!a!coherent!image!style Outsorce!images!from!different!H"D!photographers

Answer!asap!your!followers Let!other!users!answer

Create!engaging!stories Write!long!texts!to!entretain

Don’t!say!it,!live!it Focus!mainly!on!your!user’s!city!life

Be!uniquely!random Be!redundant

Engage!with!other!Pinterest!motorcycle!communiPes

Promote!the!customizaPon!of!H"D’s!motorcycles

Thrive!to!mantain!a!coherent!image

Talk!about!other!subjects,!like!romance

Use!pictures!that!are!not!inspiraPonal

Post!pictures!only!of!one!subjectEmbrace!your!history!and!cultural!role

Create!different!boards,!like!riding!accessories!and!lifestyle

Post!influencer's!quotes!on!freedom,!rebellion!or!motorcycling

Be!self"centered

LESS,OF,THESE

LOTS,OF,THESE LESS,OF,THESE LOTS,OF,THESE LESS,OF,THESE

LOTS,OF,THESE LESS,OF,THESE

OLDER&MASS&

CULTURE


COMMUNITY%HUB






YOUNGER&NICHE

SUB4GROUP

CORE%AUDIENCE

SLEEPERSVIDEO%STORAGE

INFORMATION%STORAGE


IMAGE%POSTING

OLDER&MASS&

CULTURE

INSPIRATION)STORAGE

REAL)TIME)NEWS)&)HELP


FEMALE

OCCASIONALWEB)MENTION

VIDEO)CONTENTOCCASIONALCONTENTEXCHANGE

OCCASIONALIMAGE)POSTING

OCCASIONALVIDEO)CONTENT

YOUNGER&NICHE

SUB4GROUP

SLEEPERSVIDEO)STORAGE

CORE+AUDIENCE

INFORMATION)STORAGE


IMAGE)POSTING

COMMUNITY)HUB

OLDER&MASS&

CULTURE


COMMUNITY%HUB

RELATIONSHIP&MAP&BETWEEN%OUR%SOCIAL%MEDIA%PLATFORMS&%OUR%CUSTOMERS

YOUTHYOUNG%RIDER%

DOCUMENTALIST

INFORMATION%STORAGE




YOUNGER&NICHE

SUB4GROUP

SLEEPERSVIDEO%STORAGE

CORE%AUDIENCE

FEMALE



IMAGE%POSTING

INSPIRATION%STORAGE

COMMUNITY%HUB

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