Social Media Strategy

Social Media
Strategic Directions Activation Evolution
February 2016

• Objectives
• Social Roadmap
• Target Audiences
• Channels Lineup
• KPIs & Benchmark
• Measurement Plan
• Social Activation
• Identified Priorities
• Press Days Event
• Roadster Days Event
• Experience Tour Event
• Community Building
• Expanding Influence
• Planning Calendar
Summary

What Are Our Objectives?
Social Media Strategic Objective
Create a visually influenced aspirational brand experience
with a highly engaged consumer audience in support of marketing objectives.
Consumer Awareness
Market Growth
Lead Generation
Conversions
France & Germany

What Will Social Media Look Like?
GTM Campaign Support
Social Objects & Campaigns
Aspirational Brand Experiences
Owned, Earned & Paid Media
Community Support

o Social activation objects for Spyder GTM campaigns and planned activities to create
actionable awareness with a larger, broader aspirational and enthusiast audience
o Sharable campaigns, content and promotions to resonate with and engage four key
target persona consumers
o Branded lifestyle content to tap into customer emotions and feelings
(bold, empowered, freedom, exhilaration, excitement)
o Consistent steady flow of paid and earned (organic) editorial
to stimulate higher levels of reach, virility and lead generation
o Dealer channel support to activate the dealers’ individual broad
base of social media followers
o Community management to continue building momentum into the peak summer riding
months and into non-peak seasonal months for 2017 carry over

Who Will We Target?
Spyder Owners
Motorcycle Enthusiasts
New Entrants
Women Adventurers

Persona Mapping (Four Core Segments)
Spyder Enthusiasts Motorcycle Enthusiasts New Entrants Women Adventurers

Persona Mapping
Spyder (Owners) Enthusiasts
Current or past Spyder owners.
They can be categorized as Confidence Emitters who are comfortable in their own shoes. They
are self-assured. They exude confidence and often gain the respect of those around them just
from the way they are in the world. They are willing to make mistakes. They are often the first
people to ask a question or contribute a comment. Confidence emitters are typically very self-
aware and are happy with who they are.
Location
France & Germany
Socio-Demo Target
35-65 years of age, male, married, college educated, household income 50K+ euro.
Behaviors, Attitudes, Interests
Becoming less risk aversive. Family, age, position in life are driving decision making. Image
conscious. May be a affiliated with a Local Spyder Club or seeks other Spyder owners for group
rides. Rides mostly one-up, but enjoys spending quality time with his spouse riding. More apt
to re-purchase or add a second roadster to collection.
Motivators
Craves the open road freedom, but is seeking a safer, more controlled open road experience.
May be ‘transitional riders’ because of reaching a certain age (or different life circumstances).
Finds 3-wheels safer which offers the opportunity of extending the enjoyment of the open road
freedom. Weekend touring, group touring are favorite activities.
Challenges
Is a loyal enthusiast, but a quiet brand ambassador outside a small group of well-known trusted
friends and peers. Needs stimulation to actively grow interest within his broader network circles
of influence.
Key Research / Shopping Behaviors
Trusts the advice of close friends and motorcycle enthusiast peers. Open to receiving the latest
Spyder model information. Spyder Group participation also is a conduit of new information.
Enjoys Facebook, but wife likely more active.
Photos, video, messaging, and apps are core to his digital identity.
1
Community . Advocacy . Evangelism

Persona Mapping
Motorcycle Enthusiasts
Past or present motorcycle owners.
They can be categorized as Thrill Seekers. They are adventurous and like to take risk and abhor
the status quo and things that are mundane. They are open to – and like to try – new things.
Location
France & Germany
Socio-Demo Target
Confident in his appearance, a trend watcher, ultra image conscious, historic moderate to high
risk taker, weekend road warrior, outdoor and sports enthusiast. Confident in his opinions and
has a competitive nature. He rides most of the time one-up (70%); however he enjoys spending
quality time with his spouse riding. Likes motorcycle and performance vehicle websites, FB
pages and related activities.
Motivators
Craves the open road freedom, but may be seeking a new open road experience. May be
‘transitional riders’ because of reaching a certain age (or different life circumstances).
Challenges
Must overcome the ‘purist’ perception of motorcycle riding to appreciate the roadster category
as ‘cool’ and ‘fun’ enough for him to take a test ride.
Trusts the advice of friends and motorcycle enthusiast peers. Frequently uses the Internet to
research sizeable new purchases. Window shops before making a commitment to purchase.
May be on Facebook, but its more likely his wife.
Video, group chat messaging, music and apps are core to his digital identity.
2
Engagements . Lead Generation
Ownership Aspiration

Persona Mapping
Non-Nons (New Entrants)
No previous motorcycle ownership.
They can be categorized as One-of-a-Kind individualists. It is hard to describe them because
they have a very special way of being. People often use words like as quirky, unique or colorful
to describe them. They usually stand out from everyone else you know and are typically
comfortable being themselves and don’t feel the need to conform.
Location
France & Germany
Socio-Demo Target
Comfortable with his current position in life. Seeking the open road freedom and new
adventures. Likes to try new things that make him stand out from his peers, but doesn’t seek
attention. Looking for a way to escape the stress of day-to-day life and experience more
freedom (but with some time restrictions). Outdoors and sports enthusiast Has some
experience (exposure) with other types of performance vehicles.
Motivators
Recreational motor sport enthusiast who aspires to the motorcycle lifestyle.
Challenges
May or may not be an admitted prospective lead. Various stages of awareness and
consideration. Definitely a window shopper, tire kicker. Once interested and intrigued with the
imagery of ownership, needs final reassurance of greater stability, control and safety to make
the leap to purchase. May require an emotional stimulus to act on final impulse.
May not have a lot of motorcycle riding friends. Performs online research to gather early
information followed by dealer showroom visits. Casual Facebook user with wife more active.
Photos, video, messaging, music and apps are all core to his digital identity..
3
Ownership Aspiration

Persona Mapping
Women Adventurers
Husband past or present Spyder or motorcycle owner.
They can be categorized as Charmers . They have a way of making everyone like them. They
have an innate ability to ‘charm’ those around them. They are generally likeable characters who
can fit into almost any situation.
Location
France & Germany
Socio-Demo Target
35-44 years of age, female, married, college educated, household income 50K+ euro.
Confident in new adventures. Highly social. Independent spirit. Enjoys outdoors and family
activities. Already physically active and likely experienced with other recreational and motor
sporting activities.
Motivators
The feeling of freedom, adventure, spiritual experience, confidence, independence, and
community are prime motivators. Craves recreational time to bond with husband and friends in
either social or private environments. Open road freedom offers high appeal and excitement
either as a new rider or tandem rider.
Challenges
Must provide sufficient reassurance of greater stability, control, and safety, while reinforcing
the roadster category as a ‘social’ and ‘fun’ weekend social activity. Active role and voice in
discretionary household income spending.
Trusts the advice and opinions of her husband and family friends who may be motorcycle
enthusiasts. Active user of Facebook.
Photos most appealing to core digital identity.
4
Social (Community) Aspiration

Where Will We Engage?
Facebook Social Hub
YouTube
Google+
Instagram
Facebook Messenger

2016 Channel (Platform) Evaluation
Facebook YouTube Twitter Instagram Google+ Messaging
Purpose & Use
• Social hub &
community
• Awareness -
customer
experience
• Engagements,
sharing, CRM,
assisted lead
generation
• France - most
active (popular)
social channel
• Germany – second
most active
(popular) social
channel
Purpose & Use
• SEO & video
asset library
• Organic video
discovery
• Continued SEO
and playlist
management
• Select YouTube
advertising as
special videos
warrant and as Ad
budget available
• Cross promote
channel for added
subscribers and
views with
Facebook Fans
Purpose & Use
• TBD Test Channel
• Re-visit Q3 for
possible test after
new volatile channel
format changes are
resolved
• #3 most popular
social channel in
France
• Randomly monitor
topical discussions
• As warranted, apply
limited resources
and test as a FR
Twitter handle late
in 2016
Purpose & Use
• Use corporate
profile photo
assets for FB
content marketing
• Cross-promote
Global channel
and share content
with FB audience
• Seek European
content posting
opportunities on
corporate profile
• Test, measure and
analyze benefits
for targeted Ads to
European targets
Purpose & Use
• SEO benefits
• Activate profile
and re-purpose FB
content for added
search discovery
• Use new photo
album and
collections
features
• Maintain hosted
video library
• Measure influence
and learn
• Re-visit channel
purpose in Q4 for
2017
Purpose & Use
• TBD Test Channel
• Select regional
experimentation
warranted end of
year
• Capitalize on
Chat & Messaging
Apps popularity -
test FB Messenger
as part of growing
channel presence
• Design a mini
campaign element
to begin testing the
‘waters’ and
learning nuances
and benefits

Comparative Landscape Snapshot
Brand / Channel Can-AM Spyder Polaris Slingshot
Yamaha Motor
(Motorcycles)
Honda Moto
(Motorcycles)
Harley-Davidson
Triumph
(Motorcycles)
Suzuki
(Motorcycles)
Facebook
37.131
(Europe)
437.285
(USA)
1.218.766
(Europe)
1.109.803
(Global)
188.013
(UK)
129.398 62.521
(FR, DE)
142.955
(FR)
Twitter --
4.125
(USA)
12.700
(Europe)
10.600
(FR)
6.412
(FR)
895
(UK)
--
YouTube
82
(Europe)
3.133
(USA)
38.540
(Europe)
1.899
(DE)
5.698
(Europe)
23.596
(Global)
--
Instagram --
30.100
(USA)
--
2.302
(FR)
10.900
(Europe)
2.815
(FR)
--
Google+ --
114
(USA)
8.760
(Europe)
12.517
(Global)
--
439
(Global)
--
(European Social Presence & Followers )

How Will We Determine Success?
Post Reach
Engagement Rate
Fan Base Growth
Assisted Conversion
Greater Reach > Greater Engagements > Greater Fans > Greater Web Traffic > Greater Leads

Apr. 1 -
Dec. 31
2015
Fan
Count
Weekly Net
Fan Growth
Owned
Posts
(Total)
Consumption
Post Rate
(All Clicks)
Amplification
Post Rate
(Shares)
Conversation
Post Rate
(Comments)
Applause
Post Rate
(Likes)
Organic
Post
Reach
Paid
Post
Reach
Total
Post
Reach
Reach
Engagement
Rate
Assisted
Web
Traffic
Can-Am
Spyder
37.121
112
Avg.
323
1.771,27
Avg.
22,59
Avg.
15,27
Avg.
188,83
Avg.
5.400
Avg.
26.734
Avg.
31.115
Avg.
2,41%
Avg.
n/a
2015 - KPI / Metric Benchmarks
Effective Page Reach ER formula = daily page engaged users / daily page content reach (unique users) – Avg. Facebook Page Reach ER: 6,27% of people reached – Aug. 2015 Locowise
April – Dec 2015

2016 - KPI Target Goals
Incrementally increase
Facebook Organic Post Reach
Average QoQ by 20% in 2016
- Continue to optimize a post / spend ratio
mix of organic and paid reach for better
budget efficiencies
- Maximize organic post reach and post virility
for active campaigns via post optimization
with continuous analysis
- Organic Reach and not Paid is the best
indicator for how well content is resonating
with targeted audiences
Reach – Engagements – Fan Count – Conversions
ORGANIC
POST
REACH
5400
6480
7776
9331
4000 6000 8000 10000
2015
Q2 2016
Q3 2016
Q4 2016
Average Organic Post Reach

Increase Facebook Page
Reach Engagement Rate
to +4% average in 2016
- Optimize content post mix for maximum
organic interactions and share-ability
- Leverage content resonance trends into
virility for active campaigns
- Leverage UGC and Fan enthusiast support
for greater influence and impact
FAN
ENGAGEMENTS
Daily Page Engaged Users
(clicks, likes, shares, comments)
Daily Page Total Reach
= Reach Engagement Rate
(unique users)
2.41
4.00
2015
2016
Effective Page Reach ER formula = daily page engaged users / daily page content reach (unique users) – Avg. Facebook Page Reach ER: 6,27% of people reached – Aug. 2015 Locowise

Increase Facebook Fan Base
count by 20% in 2016
- Leverage organic engagements with viral
reach
- Optimize Promoted & FB Like posts with
persona, audience optimization and lookalike
audiences
- Leverage Fan Page conversions within digital
campaigns and from traffic generated to
website
FAN
BASE
GROWTH
37121
44500
2015 2016

Increase Assisted Social Media
Website Traffic by 20% YoY in
2016
- Support and assist web traffic campaign goal
targets
- Promote lead generation landing pages
- Promote Experience Tour & Roadster Days
registrations
- Promote Special Promotion landing pages
- Stimulate digital content (brochure)
downloads
WEBSITE
TRAFFIC

How Will We Measure Success?
Measure
Report
Analyze
Adapt
Improve
Repeat

Measurement Plan - Five Step Model
1. Measure
Customer actions & influence
2. Report
Document performance & results
3. Analyze
Qualify what and why thru segmentation
4. Adapt
Learn and evolve
5. Improve
Develop best practices
METHODOLOGY
• Traffic Source
Patterns
• Campaign
Performance
• Content Resonance
• Device & Screen
Preferences
• Marketing Channel
Influences
• Geography
Considerations
• Customer
Characteristics
• Acquisition Costs
• ROI Performance

Social Media Goals
AWARENESS – COMMUNITY – EXPERIENCE - INFLUENCE - CONVERSIONS
KPIs & Tactics
Increase Reach (Owned, Earned & Paid Media) Engagements (CX) Fan Count Assisted Conversions
Audience Targeted Profiling Content & Campaigns New Audience Targeting Website Landing Page Traffic
Metrics & Targets
Metric
Avg. Organic
Reach
2015
5.400 / post
Target
+20% QoQ
Facebook Insights
Metric
Avg. Paid
Reach
2015
26.734 / post
Target
lower reach / spend
Facebook Insights
Metric
Avg. Total
Reach
2015
3.115 / post
Target
lower reach / spend
Facebook Insights
Metric
Avg. Social
Interactions
2015
226 / post
Target
+40% increase
Facebook Insights
Metric
Avg. Daily Reach
Engagement Rate
2015
2,41%
Target
+4,00%
Facebook Insights
Metric
Avg. MoM
Fan Base Growth
2015
549 / month
Target
614 / month (+20%)
Facebook Insights
Metric
Assisted Web Traffic
2015
TBD
Target
+20% YoY
Google Analytics
Metric
Assisted Conversions
2015
TBD
Target
+20% YoY
Google Analytics
Segments
Can-Am Spyder Europe Facebook Page
France Germany
French German English
Spyder Owners Motorcyclist Enthusiasts New Entrants Women Adventurers
Desktop Mobile Desktop & Mobile
Facebook Measurement Plan
Targets can be adjusted and re-aligned to actual market and execution dynamics. Segmentation designed to continually measure & optimize page performance.

How Will We Activate?
Community Building
Experiential Storytelling
Localized Messaging
Optimized Audiences
Engagement Campaigns
Measurement & Adaptation

Persona Target
Identity Traits
Visual Cue
Identifiers
Message Cue
Identifiers
Social Object
Creation
Optimized
Distribution
Analytical
Common
Center
Creative
Events, Campaigns,
Weekly Engagements
Activation via Editorial Content Modeling

Where Will We Place Our Priorities?
GTM Events
Community Building
Sustaining Momentum
Lead Generation

Social Media Activation
• Building consumer awareness and engagements surrounding major themed campaign
events (Press Event, Roadster Days and Spyder Experience Tour)
• Growing a Spyder Community (Spyder Club, Dealer and General Enthusiast initiatives)
• Sustaining momentum in non-peak seasonal months with an active social media
presence
• Conducting pilot tests for special target groups: (e.g. Women) and for expanded channel
platforms (Facebook Live, Facebook Messenger, Google+, Twitter)
• Continuously measuring and applying continued learning and best practices - adapt and
evolve
Two Periods: February – June / July - December
STRATEGIC
EXECUTION

How Will We Support Press Days?
Teaser Campaign
Optimized Posts
Journalist Quote Posts
Lead-Gen CTA Posts
France, Germany – 5 Arrival Waves – 15 March to 24 March

• Develop a series of advance FB photo posts as a teaser #hashtag campaign
• Photo reveal new models with photo posts on FB for (awareness) on Press Days
• Produce and share event video on Facebook - scheduled with modified leader text for
multiple times and days for maximum reach and influence and aligned to when Fans are
online
• Post testimonial videos to Facebook scheduled for multiple times and days for
maximum reach and influence
• Post live event video and testimonial videos to YouTube in appropriate newly created
playlist
• Post series of short positive journalist quotes (as they become available) on Facebook
with photo and link to the coverage HOSTED and pre-authorized on designated Spyder
website landing page with Lead Gen form
Press Days
CONTENT
PUBLISHING

• Select one Promoted photo post based on most engaging active post within first three
days after event
• Re-post all FB posts to Google+ (English) in a special F3 Press Day Collections portfolio
• Selectively create several CTA awareness posts from Press Day visuals as advance
promotion tie-in for Roadster Days event
• Leverage most engaging social media content into a highlight for next scheduled CRM
email (make sure share and like buttons embedded in email)
• Advance schedule and calendar all planned posts with room for spontaneous posts as
they may occur
• Measure and adapt learnings from all activity and apply to Roadster Days event
Press Days
CONTENT
PUBLISHING

Campaign Ideation
• Staged and scheduled image reveal
rollout with complete images of new
models unveiled on Press Day
• Individual Photo tiles to be used as FB
posts to highlight small visual areas of
new models
• Images are tagged using a common
teaser overlayed message to build
anticipation
• Final FB photos reveal during press
days
• Scheduled F3 awareness promotional
posts in the month to follow to focus
on core brand pillars and model
attributes
The #SpyderWeb is growing!
15 MARCH 2016
Press Days -- Teaser Facebook Posts

How Will We Support Roadster Days?
France, Germany, Austria, Benelux – 21 March to 23 April
Optimized Campaign
Lead-Gen Posts
Dealer Post Support
Facebook Advertising

• Geo-targeted and optimized targeting based on identified personas
• Split multivariate A/B testing for owned and paid posts to realize maximum
performance efficiencies
• Advance scheduling and calendaring of all planned posts to map desired activities to
persona reach and influence
• Continued adaptation from collective leanings through measurement and analysis
• Google Analytics UTM campaign tracking for all linked posts and Ads directed to
designated Lead Generation landing pages for deeper knowledge and understanding
Roadster Days
AUDIENCE
TARGETING

• Create and leverage themed campaign #hashtag
• Develop a 2x series of Roadster Days themed awareness posts for each new model
• Develop an additional 2x series of FB posts (save the date & don’t miss out posts) for
highly targeted proximity audiences (language, dealer radius, interests) for each
participating dealer location
• Develop all posts into three persona categories with varying messaging and visuals
(versions) mapped to identified persona interests and motivations (current owner,
motorcycle enthusiast, new entrant)
• (12) original total posts in campaign – (3) personas x (2) models + (3) personas x (2)
event promo notifications
CONTENT
PUBLISHING
Roadster Days

• Use a combination of photo (preferably a mix of static and cinemagraph) to highlight
brand pillars of the new models and to keep posts engaging
• Use a generic call to action to drive traffic to website Roadster Days landing page for
information on local participating dealer event dates and details
• Continue to sync the Facebook editorial calendar with remaining regional testimonial
videos produced for Press Days event
• Selectively re-post all FB posts to Google+ (English) in a special Roadster Days
Collections portfolio
• Leverage (as appropriate) most engaging social media content into a highlight for next
scheduled CRM email
• Advance schedule and calendar all planned posts – leave room for spontaneous posts as
they may occur
CONTENT
PUBLISHING
Roadster Days

Campaign Ideation
• Tap Into New Facebook
Audiences -- Addition to the
Dealer Promo Pack
• Give dealers more reasons to
post event information on their
own social media profiles
• Offer additional digital files and
templates for the dealers’ own
social media profiles
• Branded co-opted Swag for
dealer give-aways in social
media posts and campaigns
• Quarterly, new materials to
encourage continued social
media co-branded posts to
reach sizeable local audiences
5.300 Facebook
Fan Followers
Roadster Days – Dealer Promo Pack

• Based on last year’s data, apply a focus on
Facebook advertising to get the most
amount of quantitative & qualititative traffic
to reach target profile groups
• Focus on newsfeed awareness & CTA ads on
desktop & mobile devices
• Leverage the best performing posts into
Promoted Posts
• Leverage Facebook advertising and re-
targeting - experiment and measure with
Instagram advertising (small budget)
INBOUND
MARKETING
Roadster Days
(Instagram ad placements have been unlocked for all Facebook advertisers and can be managed from within Facebook Power Editor using the same
Custom Audiences as for FB Ads.)

• Geo-target campaigns based on French,
German, Austrian & BeneLux dealers* (+50
km) radius surrounding each dealer
• Build customized targeted audiences using
email database, and interest profiling based
on persona profiles
• Monitor campaign performance using
UTM tags
• Analyse data in Google Analytics using
Google Tag Manager tagging solutions
AUDIENCE
TARGETING
Geo-targeting aproach dependent based on the amount of dealers is reasonable (<75). If not, focus will shift to regional targeting.
Roadster Days

• Conduct Multivariate A/B Testing
• Copy (generic messaging) and visual
• Custom audiences and (persona) profiles
• Desktop vs. mobile
• Facebook ‘control’ Ad vs. Instagram ‘test’ Ad
using the same custom audience
• Measure A/B test results and adjust budgets
accordingly
A/B
SPLIT
TESTING
Roadster Days

How Will We Support the Experience Tour?
France (8), Germany/ Austria (8) & Benelux (6) – April thru June
Optimized Posts
Experiential Posts
Livecasting Campaign

• Geo-targeted and optimized targeting based on identified personas
• Split multivariate A/B testing for owned and paid posts to realize maximum
performance efficiencies
• Advance scheduling and calendaring of all planned posts to map desired activities to
persona reach and influence
• Continued adaptation from collective leanings through measurement and analysis
• Google Analytics UTM campaign tracking for all linked posts and Ads directed to
designated Lead Generation landing pages for deeper knowledge and understanding
Spyder Experience Tour
AUDIENCE
TARGETING

• Create a geo-targeted awareness post campaign with a themed #hashtag
(#SpyderExperience2016 or #SpyderTour2016) for the general FB Fan community
• Leverage event photos and video assets from previous year tour into posts to showcase the
Spyder Experience Tour appeal
• Keep messaging localized for maximum audience geographic appeal
• Use a combination of new photo (preferably a mix of static and cinemagraph) and video to
highlight brand pillars of the new models and to keep posts engaging
• Use a generic call to action to drive traffic to website Experience Tour landing page for
information on registration, event dates and details
CONTENT
PUBLISHING

• Throughout tour - expand and leverage new digital asset files from each tour stop into
next week’s scheduled FB posts
• Leverage on-site TBD promotional activities into Facebook posts
• Leverage the best performing posts into Promoted Posts
• Advance schedule and calendar all planned posts – leave room for spontaneous posts as
they may occur
• Leverage (as appropriate) most engaging social media content into a highlight for next
scheduled CRM email
• Selectively re-post all FB posts to Google+ (English) in a special Spyder Experience Tour
Collections portfolio
CONTENT
PUBLISHING

Campaign Ideation
Live From…
On the ground ‘Can-Am Spyder Reporter’ – live broadcast
feed via Facebook Live
Broadcast direct on FB timeline - three 30 minute
segments per day.
Scheduled and promoted (organic and paid) to targeted
audiences for advance notification and subscribers. Boost
promotion during broadcasts.
Re-promoted with actual video highlight clips from
previous broadcasts before each tour stop
Recruit event attendees to participate and provide ‘in their
words’ micro-moments of the F3 experience
Highlights of the F3 and its features with a company
spokesperson
Highlights from ‘on the ground’ activities
Highlights of raw video footage of Spyder test riders
Live broadcast Q&A
Facebook Live
Requirements:
• Test all requirements before first event (multiple times to build
expertise)
• A Verified FB page
• FB Live app installed on FB Page and designated smartphone
(iPhone)
• Strong Internet signal
• Designated reporter personality
• Company spokesperson
• Spyder Ambassadors
• Smartphone (with or without added high res lens) and tripod
• TV Monitors positioned at various locations and connected to
Internet and FB Page to stream live coverage at the actual
events for attendees to watch
• Post production systems to run raw video footage of riders on
the track to be streamed as part of live broadcast
• Scripted video shoot outline to guide broadcasts
Spyder Experience Tour -- Facebook Live Livestream Broadcasts
Leverage subscribers and video content for future promotional use.

Campaign Ideation
• Create event photo sharing
opportunities at each tour stop
• Offer social media kiosk(s) on-site
for attendees to download and
upload videos and photos taken
during the event in real-time to
share on their own social media
profiles
• Provide branded Pen Drives for
digital file kiosk downloads for later
personal use tied to a UGC
#SpyderTour hashtag themed
campaign
Spyder Experience Tour -- Social Media Event Kiosks
• Give away cool Spyder
hashtagged branded T-shirts for
all attendees to reinforce posting
their ‘takeaway’ digital pen files
onto their social media profiles
• In appreciation for Attendees
posting a hashtagged themed
social post on FB, offer a nominal
discount code for PAC
merchandise
• Find, share & like attendee FB
social posts and re-share and tag
users on Spyder FB Page

• Overall, based on last year’s data, we propose the use of the
following paid channels.
• Budget will be spread across devices (mobile, tablet & desktop) and
optimized using A/B testing with budgets adjusted according to
performance
• Planned use of both visual & video related ads
INBOUND
MARKETING
Acquisition Channels Retention Channels
Facebook Advertising (incl. Instagram) Facebook Custom Audiences
Google Search Advertising Google Search Advertising (RLSA)
AdRoll Advertising

• Geo-target campaigns based on French, German,
Austrian & BeneLux target aujdiences* (+50 km)
radius surrounding each tour stop
• Focus acquistion campaigns on main CTA trial
• Focus retention based campaigns on re-engaging
users who already encountered the Roadster
Days and/or the SpyderTours either in 2015 or
2016
• Monitor campaign performance using UTM tags
• Analyse data in Google Analytics using Google
Tag Manager tagging solutions
AUDIENCE
TARGETING

• Conduct Multivariate A/B Testing
• Copy (localized messaging) and visual
• Custom audiences and (persona) profiles
• Desktop vs. mobile
• Facebook ‘control’ Ad vs. Instagram ‘test’
Ad using the same custom audience
• Measure A/B test results and adjust
budgets accordingly
A/B
SPLIT
TESTING

How Will We Support Community?
UGC Photo Contest
Club & Enthusiast Support

Campaign Ideation
What’sYourSpyderStory?
• Jun thru Aug 31 (3 months)
• Spyder owners (France, Germany, Belgium,
Netherlands, Luxembourg, Spain and Italy)
• Targeted FB Ad, Email and FB timeline promo
support
• Share and vote for best pics
• (2) selected winners each month with a Grand
Prize (TBD) at the end
• PAC gift card awards of modest but desirable
value
• Selected photos to be used to publish a 2017
calendar which can be purchased
• #SpyderRide, #SpyderFreedomDays or other
thematic hashtag use
• Entries qualified after Photo submission with 40
– 60 character ‘What’s Your Story?’ hashtagged
description submitted to a pre-chosen App or
Tab campaign destination
• Open to general public and all enthusiasts
(owners & non-owners)
Campaign Details
Requirements:
• Campaign & App platform (third-party) with
campaign reporting
• FB ad budget
• Optimize for mobile
• Contest hosting Page (entry & prize info,
submission form, share buttons and FB comments
capabilities)
• Home Page banner promotion
• Each entrant must provide a complete release with
photo use rights disclaimer
• Acknowledgement that the promotion is not
sponsored or endorsed by Facebook
• A user’s personal timelines may not be used for
promotion (example: “share on your timeline to
enter,” or “share on your friend’s timeline for
another chance to win”)
Facebook UGC Photo Contest (App)

Sponsored Spyder Enthusiast / Club Group Rides
Social Media Activated, Promoted and Supported

Campaign Ideation
SponsoredGroupRides-12 Days of Summer Sponsored Group Rides
o Organized sponsored crowd sourced group weekend single day ride trips
o Organized and promoted with local riding Clubs – one weekend day for 12 weeks – in a
different selected geography each week
o Promoted start and destination with video and photo content opportunities
o PAC swag giveaways
o Focus on sharing inspiring travel experiences both online and in real world
o Creates a highly visible riding experience while building a community of socially engaged
enthusiasts and advocates with high brand exposure in real world
o Turn group ride visuals into owned and UGC social media posts
FACEBOOK
ACTIVATED

Campaign Ideation
“Official” Chartered Clubs
Sponsor Chartered Clubs with special incentives, membership PAC discounts and more
- Work closely with ‘Official’ Clubs to share mutual social content for greater reach and
exposure
- Builds a highly motivated Brand Ambassador community
Dealer Supported Clubs
Allow dealers to use co-op funds to partially support local riders and weekend hosted dealer
group rides
Independent Clubs
Frequently solicit, share and tag FB content , news and posts from local FB Spyder Club Page,
Groups and Communities
FACEBOOK
ACTIVATED

How Will We Build On Momentum?
Planning
Page Execution
Learned Best Practices
Measurement
Adaptation

Community Management Roles
Building An Active & Engaged Fan Base
Community Management
Social Profiles Updates
crafting posts
& comments
Community Engagement
follows, mentions,
dialogue, comments
Community Building
audience outreach
& acquisition
Research & Planning
align strategy with content
& editorial calendar
Ideation
tactical planning
& defining best practices
Content Aggregation
reading RSS feeds, filtering
& sharing
KPI Measurement
weekly performance
measurement & reporting
Listening & Monitoring
tracking brand, influencer, competitive
& keyword mentions
Relationship Building
influencer research, outreach
& recruitment
Advocacy
relationships with high
engagement followers
Brand Awareness
forum & group research
& participation
Experimentation
continued exploration of
changing trends & practices

Facebook (PAGE Execution)
Post Publishing
• Publish posts more often.
• Goal should be a minimum of 1x
post per day in each language to
increase overall reach and
influence.
• Ideally, 2x per day scheduled in
two optimum time slots would
work best.
• Continually measure and adapt
leanings on a quarterly, iterative
content planning cycle.
• Furthermore, an ongoing effort should be in place to
support unofficial FB Spyder enthusiast communities,
groups and clubs
• Sharing and tagging posts from these destinations can only
increase reach and engagements while ensuring fresh
content is always in the top of the newsfeeds of Fans and
enthusiasts
Building Best Practices

Post Scheduling
• Monitor post scheduling.
Continually adjust for optimal
times for when Fans are online.
• Bottom line: if the page post is
not at the top or near the top of
the Fan newsfeed, the post likely
will go unnoticed with no
realized benefit.
• Fans do not visit FB pages once
liked – practically all
engagements occur in the
newsfeed.
More posts and the advance scheduling of
posts at optimum times will make the
Page come alive – impact should be
instantaneous.
Facebook Insights: When Fans Are Online
Scheduling Tools such as Buffer, HootSuite, Post
Planner and more.
Statistics reveal interaction rates on weekends is typically 14.5% higher than weekdays.

Leveraging Individual Post Values
StaggerPostDistribution
• Leveraging the editorial
calendar, a single post can be
scheduled and staggered into
multiple days & time slots for
maximum impact.
• Because Fans are creatures of
habit for when they are online,
scheduling the same post into
multiple time slots increases
reach, influence and budget
value with unique audiences.
• Using slightly modified leader
text for the same post ensures
content is fresh even when a
Fan may see it twice.
Campaign: Spyder
Experience Tour
Time Mon Tue Wed Thu Fri Sat Sun
Post #1
Post #2
Post #3
Post #4
Post #5
Post #6
Post #7
8:00
AM
Post #1
Ver. 1
Post #3
Ver. 1
Post #2
Ver. 2
Post #5
Ver. 1
Post #4
Ver. 2
Post #6 Post #7
4:00
PM
Post #2
Ver. 1
Post #1
Ver. 2
Post #4
Ver. 1
Post #3
Ver. 2
Post #5
Ver. 2
-- --
• Creative scheduling enables 1 post to become 2 for the same investment
• Greater reach is achieved with unique online audiences which leads to greater overall influence
• Added benefit is that we can do more with less relative to content needs

Post Translations
• English posts, although
necessary, receive far less reach
and Fan engagements
• Promoted or Boosted posts
should only be considered for
French or German languages
• Localize posts with a local flavor
in the text as often as possible
for greater local appeal and
resonance

• POST OPTIMIZATION - Targeting for Audience Optimization, lookalike audiences and more should be
leveraged for maximum impact and influence for gaining greater control over reach, awareness,
personalization and engagement beyond language and geo-filtering
• DESKTOP vs. MOBILE - Country nuances for desktop versus mobile should continually be A/B tested
to measure and gauge best posting practices by device, geography, segmentation and persona type
• PAID MEDIA SUPPORT - Small weekly ongoing Promoted post budget should be applied to prior
week’s most successful post in each language (French & German)
• FAN GROWTH - Allocate a small budget to support new #Fan growth Ads via custom and lookalike
audiences
• CONTENT MODELING - Goal of content should be to create targeted micro-moments (brevity is key) -
Rule of Thumb: all content chosen should stir Fan passions and emotions
DEEPER
REFLECTION

• 4:1:1 POSTING RULE - Ratio: (1) product + (1) promotional to every (4) engagement (community)
posts - Product: Spyder model promotion and/or one-off features - Brand Promotion: lead
generation(signups, contests, sweeps, offers, commerce) - Engagement: UGC, emotional,
inspirational, community oriented content
• OWNED CONTENT - Start to use a content editorial calendar to schedule posts
• GOOGLE+ - Re-post all English posts direct to Google+ (English) for wider discovery and SEO benefits
– categorize posts into collections
• USER GENERATED CONTENT - Proactively solicit and promote Fan Photos to build greater advocacy
• ACTIVE CAMPAIGNING - As budgets and resources exist, continue to plan and execute a series of mini
campaigns in non-peak months to keep the Fan base engaged
DEEPER
REFLECTION

Master Planning Calendar
Six Month View

Planning
August
July
June
May
April
March
February
January
New editorial animation
Editorial animation
Teaser Campaign
What’s Your Spyder Story? UGC Content Campaign
Experience Tour Campaign
Spyder Club Support Campaign
Roadster Days Campaign
Editorial committee
Editorial committee
Editorial committee
Editorial committee
Editorial committee
Editorial committee
Monthly KPI Analysis
Social Media Aligned Digital Advertising + Spot Facebook Promoted Post Ads + Facebook Fan Like Ads
Google+ & YouTube General Support and Activation

Social Media Strategy

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