Motorcycle OEM  Facebook Report
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Motorcycle OEM Facebook Report

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The report examines 12 Motorcycle OEM's use of Facebook vs. success criteria. The report was modeled after a July 2010 report by the Altimeter Group (Jeremiah Owyang). ...

The report examines 12 Motorcycle OEM's use of Facebook vs. success criteria. The report was modeled after a July 2010 report by the Altimeter Group (Jeremiah Owyang).
The modified report shows work is needed.

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    Motorcycle OEM  Facebook Report Motorcycle OEM Facebook Report Document Transcript

    • It’s-all-Social Maiiinsttreett1 Ma n str eet1 Ma ns ree 1 Facebook Success Criteria applied to Motorcycle Industry OEM’s The analysis reveals opportunities for Motorcycle OEM’s to get more involved in the Social Media conversation Jim Viola www.its-all-social.com March 17, 2011 Analysis based on original research by Jeremiah Owyang of the Altimeter Group “The 8 Success Criteria For Facebook Page Marketing”1|Page IItts--allll--sociiall..com s a soc a com JimViola@JimViola.com 201-452-8924
    • ContentsReport Back Ground ...................................................................................................................................................3Report Scope and Methods ........................................................................................................................................3Disclosure ...................................................................................................................................................................3Executive Summary ....................................................................................................................................................3The 8 Success Criteria in the original Altimeter study................................................................................................5No. 1 Set Community Expectations ...........................................................................................................................5No. 2 Provide Cohesive Branding ..............................................................................................................................6No. 3 Be Up To Date ..................................................................................................................................................7No. 4 Live Authenticity ..............................................................................................................................................7No. 5 Participate in Dialog .........................................................................................................................................8No. 6 Enable Peer-to Peer Interactions .....................................................................................................................9No. 7 Foster Advocacy ................................................................................................................................................9No. 8 Solicit a Call to Action..................................................................................................................................... 10Chart – Motorcycle OEM’s Progress on Facebook .................................................................................................. 11Recommendations................................................................................................................................................... 122|Page IItts--allll--sociiall..com s a soc a com
    • Report Back GroundA LinkedIn post in the Motorcycle Industry Professional group regarding the Motorcycle Industry’s social mediainvolvement, Social media integration within the motorcycle industry - why so poor? received numerousresponses from a range of industry people. The post was in response to a UK study by Hartwood Digital1 thatfocused on the visible level of social media integration of 202 exhibitors at a Birmingham Motorcycle Show. TheLinkedin conversation drifted to discuss OEM’s Social Media involvement more specifically. In light of thisconversation and Jeremiah Owyang’s, July 27,2010 report2 on Facebook page marketing which looked at majorbrands level of maturity on Facebook, this report was born. Mr. Owyang’s original study looked at firmsoutside the motorcycle industry but did include some automotive nameplates. This report analyzes a group ofMotorcycle OEM’s Facebook pages with a backdrop set in Jeremiah Owyang’s original study.Report Scope and MethodsThis report covers the 8 basic success criteria outlined in the original Altimeter study. The original reportconducted research that substantiated these 8 areas as Facebook best practices. This report uses a similarscoring method, however, the scoring criteria utilized is unique to this report. Therefore, any direct comparisonto the scores generated for the companies in the original report would be meaningless. Scores in each area arebased on a scale from 1 to 5.This report was based on analysis of 12 OEM company Facebook pages. (North America pages were utilizedwhen there was an option) Data was reviewed during two separate two week periods and a specific number ofposts at different time frames during 2011(2010 if volume of posts needed) as well as periodic page reviews inJanuary, February and March of 2011. The report is intended to highlight the opportunities consistent with thepromise of Social Media as it evolves.DisclosureAt points in my career I was an employee or contractor for BMW Motorcycles and Ducati in North America.Therefore, I have an understanding of the size of the operations and the challenges of resources, both humanand financial, that can be realistically employed for new initiatives. It is understood that the most likely ownersof these projects are not the organizational leaders and as with any new technology, especially one that requires“corporate openness” support may be conservative at first. Several years ago the Ducati Facebook page wasinitiated under my watch, therefore, I will take some responsibility for shortfalls. Comments posted on thepages by individuals known to be employed by or contracting for the company were not considered corporateresponses unless indicated on the page as such.Executive SummaryBrands are moving into social media for many reasons. The move is frequently made without a clear strategyand in reaction to competitor’s moves. The comment “I have to be in Social Media” is common, however, theimportant answer is to the question that should follow; “Why?”1 http://heartwooddigital.com/2010/11/social-media-integration-benchmark/2 Jeremiah Owyang is a Partner/Industry Analyst at The Altimeter Group. His original report is linked here: The 8 SuccessCriteria For Facebook Page Marketing3|Page IItts--allll--sociiall..com s a soc a com
    • Of the 12 brands reviewed we can see some progress against the success criteria, however, the social (two waycommunication) aspect of social media is visibly lacking on the Facebook platforms. In fact two sites do notallow customer originated comments and customer questions often go unanswered.There are worries that the new media will create or amplify a negative issue. However, the motorcycle industryhas plenty of forums outside the corporate umbrella and people have been discussing the motorcycle brands foryears. Being truly connected will help notify organizations about a problem more quickly. A quick response toresolve an issue is often a positive. Is this not a better situation than getting to the game late after the issuehas been thoroughly discussed?Many corporations are treating their social media channels the same as traditional broadcast channels with oneway communication and this is evident in this analysis. Also, there are third-party posts or discussions items thatshould be rightfully removed as they were not in the spirit of the page. Unfortunately, people are on the netposting irrelevant content, therefore brands need to be monitoring their pages.This report shows there are positive movements on Facebook but changes are needed to maximize themedium’s potential. There is a need to be realistic about resources, both human and financial, that can bedevoted to the area. A clear social media plan will help maximize resource allocation.The perspective on the lack of engagement on Facebook may change using an analogy to a familiar powersportsmarketing tool; events. Events are a great place connectwith customers and prospects. It is a place to engagethem and find out about their needs and wants, answerquestions, comment on their motorcycles and entertainthem all while building brand equity. Certainly commentsand questions would not be ignored at an Event or show.4|Page IItts--allll--sociiall..com s a soc a com
    • The 8 Success Criteria in the original Altimeter study include: 1. Set Community Expectations 2. Provide Cohesive Branding 3. Be Up To Date 4. Live Authenticity 5. Participate In Dialog 6. Enable Peer-to-Peer Interactions 7. Foster Advocacy 8. Solicit A Call To ActionThe original criteria were defined in the study and can be found here: The 8 Success Criteria For Facebook PageMarketing. The scoring in this report uses the definitions from Altimeter’s report as a guideline only.No. 1 Set Community ExpectationsExpectations need to be clear to reduce confusion and abuse. Visitors should have a clear idea of what theycan expect from the page and what the brand expects from the fans (or likes). Will the brand be offering deals,tips, support or just news and information. Is there a clear indication of where to go for technical/personalservice or support? Does the site indicate it is the brand’s official page? Posting guidelines up front can preventmisunderstandings and some abuse while being clear why some items are removed.Average score 1.7 out of 5Page guidelines ranged from providing explicitdetails to not even mentioning if it was theBrand’s official page. Kawasaki is a goodexample of setting expectations as well assighting Facebook’s official guidelines. Theyindicated that it is their official page in the infosection and created a separate tab listing thespecific guidelines in a professional mannerwith a “soft opening” consistent with themedium.The majority of Manufacturers used the Infotab for a brand and product position statementincluding links to websites without listing Figure 1- Kawasaki Guidelines use a “light” opening to introduceguidelines or expectations. Although the report guidelinesonly includes the Yamaha Motor Facebook page,the Yamaha Corporate Racing page did post clear guidelines and expectations about their page in the info area.5|Page IItts--allll--sociiall..com s a soc a com
    • Suzuki listed guidelines with very explicit terms. The message starts off positive, but quicklybecomes apparent that the legal department had the final edits. We do live in a litigious societyand many have shaken our head at some product labeling warning stickers companies feelcompelled to apply, but a little more marketing influence would blend better in this environment.BMW is clear about the official page and tags its profile picture as the Official Fan Page, howeverthey briefly mention page expectations without clear guidelines.(Note - BMW also has several pages geared toward their individual segments, however, this report reviewed only the BMW Motorcyclesfan page.)Once guidelines are set, the question becomes - are both sides living up to the expectations? Forexample, Kawasaki and Suzuki indicate they will reply to customers. Kawasaki mentions “Feel freeto hit us up with commentary, criticism, and questions.”, while Suzuki indicates the Fan page is “a Figure 2- BMWway to further connect with Suzuki powersports enthusiasts”. Profile Image(Are the OEM’s living up to the Social Connections? - not yet)No. 2 Provide Cohesive BrandingFacebook pages are an extension of the brand experience. Not meant to duplicate corporate websites,although functions will likely overlap more in the future, the branding should send a consistent message. Logos,profile pages and custom tabs were reviewed for consistency. Custom applications can help brand bring uniqueexperiences to pages and are a good place to focus calls to action.Average score 3.3 out of 5Most brands completed the basics, while several expanded on the theme using brandedlanding pages and expanded profile images. For example Yamaha, Ducati and BMWmaximized the profile image space while Yamaha and Suzuki utilized their profile image toadvertise a current promotion. Figure 3- Ducati & Yamaha expanded Profile Images Harley Davidson set up a “Resources” branded landing page that offers a variety of selections consistent with the brand message. However, Harley’s insurance segment links to a Progressive insurance webpage that consistently provided us with the message, “cannot read your request” click here. The ease of moving through and reducing clicks does not meet brand expectations. Throughout the pages reviewed there are some similar issues. Remember the pages are expanding the user experience. Figure 4- Harley-Davidson Landing Page6|Page IItts--allll--sociiall..com s a soc a com
    • Figure 5 - Victory and Aprilia incorporate branded landing pages for new visitorsNo. 3 Be Up To DateAverage score 4.8 out of 5Updating content is important to keep users engaged. The average posts per week by the 12 OEM’s were 5.7,with Ducati posting a high of 11.3 times per week and the low with Norton posting 0.5 times per week. Of thetwo 2-week periods measured only one brand did not meet the basic criteria of 1 post every 2 weeks and onlyduring one of the two periods. The relevance of the posts and engagements were not considered in thiscategory, however, relevant posts are key to ensure your posts are finding their way onto users’ walls. HubSpotresearch indicates that optimal post frequency was every other day, however, post quality is key.3 Additionally this report looked at the events section of the pages as they are integral to the motorcycle social experience. As much as motorcyclists participate online, the motorcycle experience is in the activity. This section was scored separately and not counted in the totals. This review produced results from not having the event tab accessible or no events posted to Triumph’s custom event page that quickly directs visitors to sign up for a demo ride at a national or dealer event. Figure 6 - Triumph focuses the Events tab with links directly to Demo signups on their website.No. 4 Live AuthenticityAverage score 1.2 out of 5Facebook Page or a website /microsite? The Facebook platform is unique in that it requires users to providetheir real names. Users are accustom to corresponding with friends as themselves as opposed to anonymously3 Facebook Page Marketing 2011, HubSpot www.HubSpot.com7|Page IItts--allll--sociiall..com s a soc a com
    • as allowed on many other platforms. Trust builds when you personalize interactions. This is where the“event” scenario comparison is interesting in that companies will provide event personnel with branded shirtsand name tags when they interact with people at shows and events. The interaction is part of the personalexperience and the visitor feels comfortable speaking with an actual representative whose name they know.Why does this personalization disappear in the electronic social conversation on a platform geared specificallyfor personal interaction?Shiv Singh of PepsiCo notes the importance of “real, authentic people speaking on behalf of your brand for youonline. If I don’t know who’s doing the talking it’ll feel even more like a microsite experience than a Facebookone.”4Very few posts reviewed mentioned a person behind them. Suzuki started using a young female racer tocontribute to their page and she is signing her posts. The next step will be engaging in conversations. A fewother sites occasionally identified the person behind the post, but not consistently. Victory had a few corporateposts signed by an individual who does post regularly to the page under his personal account. (Despitefamiliarity with some personnel at the OEM’s credit was not given if they did not identify themselves ascompany representatives). Occasionally dealer personnel would contribute to the discussion which is aninteresting aspect for the industry. Overall posts and the limited replies were anonymous.No. 5 Participate in DialogAverage score 1.3 out of 5Two samples of 40 posts were reviewed as well as discussion areas (where activated) to gauge Companyparticipation. Of the 12 pages reviewed there was very little conversation. In fact other than original poststhere was no interaction by 50% of the companies. Often the discussion areas were completely ignored. Thecompanies that scored highest for reply comments were Victory, Can-Am Sypder and BMW. Victory alsocommented on 50% percent of the discussions topics reviewed and Can-Am Spyder about 30%. It was evidentthat many of the discussion tabs were not reviewed. Brands had discussion posts with no responses and thirdparty posts that should be removed. Figure 7 Can-Am Spyder answers a simple dealer location question.4 Shiv Sign, “Facebook Microsite Syndrome. 10 Signs you have it today, ”Going Social Now”, May 2, 2010(http://www.goingsocialnow.com/2010/05/the-facebook-microsite-syndrom.php) - sited from Altimeter report8|Page IItts--allll--sociiall..com s a soc a com
    • Overall the participation rate is dismal. There is little consistency on interactions and posted questions often go unanswered. The flood gates for conversations are open, a task that can be overwhelming, however, just having a Facebook page does not mean you are involved in Social Media. Next steps – Start the conversation Figure 8 BMW congratulates and thanks a customer on his postNo. 6 Enable Peer-to Peer InteractionsLeveraging the knowledge base of users can open up a world of information. Many questions can be answeredin an environment that encourages peer-to-peer interactions. Asking fans to respond to each other, showcasingfan contributions and recognizing top contributors will foster site dialog and make the site more valuable tousers. Fans are having these conversations now, elsewhere, and businesses should want to be part of theconversation. Concerns are valid. For example, technical questions answered incorrectly could have a seriousimpacts, therefore, a well trained moderator is recommended. However, concerns should not hold back theconversation.Average score 0.9 out of 5There is little or no evidence of fostering communication. In fact two of the sites do not allow direct customercomments. To foster peer-to-peer communication these sites need to encourage engagement. For example, ifa person asks about parts for an out of date model, a corporate request to help the individual source them canbe submitted. Resources from the fan base can provide help.Next steps - Work with customer facing representatives for customer questions that may be able to be crowdsourced. Recognize individual contributions and create opportunities for interaction.No. 7 Foster AdvocacyAverage score 1.4 out of 5Sharing with friends is the heart of Facebook. Tapping into “word of mouth” should be an objective oforganizations as it has proven to be a key factor in the purchase decision. People trust peer opinions more thancorporate advertising. Yet the share button or calls to action were rarely incorporated on these pages.The Yamaha page utilizes 4 separate customize tabs for 3 contests to win product and a general promotion. Eachtab incorporates a share button. Unfortunately, the share function does not share the contest information, butinstead the general page information for the site. This looses target focus on the promotion being shared anddilutes the application. Conversely, Victory successfully integrated the share button in a contest in which they9|Page IItts--allll--sociiall..com s a soc a com
    • asked fans to vote on their favorite T-shirt design for Daytona. The share button link brought you to the specific page being promoted. The next step is to explicitly ask Fans to share with their friends. Page Integrated Share Buttons Information shared- Victory contest specific – Yamaha standard corporate page informationFigures 9, 10 above show examples of Facebook Page share buttons. The 2 pop-up windows show the information listed when theshare button is clicked. Yamaha’s information is not specific to the page being shared, but Victory’s does make it clear to friends whatis being shared. Figure 11 below is BMW’s Welcome page putting like/suggest page options front and center. BMW’s landing page is not shy about asking you to “like” the page and encourage you to invite friends. Can- Am Spyder’s photo contest encourages owners to post photos to their walls and tag them. A great way to spread the images among fans’ friends. (see below) Outside these examples to share page information there was no evidence of manufactures encouraging fans to share information amongst themselves. No. 8 Solicit a Call to Action Average score 1.4 out of 5 The goals and metrics for Facebook need to reflect business strategies and measurable results. Efforts focused on engaging fans and bringing them closer to the brand need to include calls to action to close the loop. Start with small calls to action like BMW’s Welcome page push to like the page and invite friends. Ask fans to get involved in polls or surveys like Victory’s contest on their Showcase page mentoined above or their poll to learn customer interests in demonstration rides. The next steps are to ask fans to share with friends on their walls, as Can-Am Spyder’s photo contest accomplishes, and provide opportunities to get closer to, or purchase products. 10 | P a g e IItts--allll--sociiall..com s a soc a com
    • Can-AM Spyder encouraged fans to post their favorite picture of their Can-Am Spyder to their Facebook wall,and tag Can-Am by typing “@Can-Am Spyder”. The winner will have an article about them on Can-Am’s blogand Facebook page. This not only brings their fans into the game, but notifies their fans friends; a good way toleverage Facebook.Almost there: Clicking on an apparel item in Ducati North America’s feature tab brings youdirectly to the corresponding item in their online store for easy purchase. The next steps -include the social button in the store, specific FB advertising for the items and a call toaction regarding the page. Aprilia asks you to discover racing parts on sale in a post.However, the discover them here link they provide leaves users at the generic site homepage instead of a bringing them into an area about the race parts they showed interest in.The Yamaha Racing page had a link to their eBay store, but nothing posted for sale. A Figure 12- click on an Item in Ducatis feature pageprogram that has at least one item up at all times must be considered. and you go directly to the store page for that item.These pages are limited in the call to action or leave the user with an unfilled experience.A few changes can make a big difference.Chart – Motorcycle OEM’s Progress on Facebook 1-Insufficient 2- Speaking 3-Almost Communicating 4-Embracing 5- Engaged11 | P a g e IItts--allll--sociiall..com s a soc a com
    • RecommendationsEmbrace the Social aspect of Social Media. Stop treating it as a one way communication. Of the 12 brandsreviewed there was little meaningful interaction. Put down the old playbook, revisit your Facebook objectivesand build your Facebook tactics around engagement. Assess your assets – what content is really worth sharingaccording to your fans! Do not rely on interns to communication with your customers, but look for individualswho want to be involved, internally and externally. Start the conversation. Plan your short and long term strategies and measurements. What are your expectations from Facebook?Are you ready to embrace measurements outside of the number of fans or “likes”? Assess your business goalsand use fitting KPI’s to move those goals forward. Assess how your audience wants to connect and be efficientin accommodating them. Assign the appropriate metrics to measure success.New tools- beyond Facebook. Facebook and social media will cross over most areas of your business. The toolsand medium will continue to evolve. Look to use applications that enhance the Facebook experience as well asbuilding the Social Experience across disciplines. Be proactive with engagement programs by expanding socialefforts and look to mine social data for insights and future actions. Look to incorporate your efforts with yourother marketing tools.Housekeeping – review your Facebook site from the aspect of the user. Do you have tabs that go nowhere?Are your events up to date? Are there posts on your wall or your discussion sections that need a reply or shouldbe removed? If you have tabs with no information take them offline until you do. If you promote Social sharing,make sure you have something of interest to share and deliver consistently. If you have a YouTube page, makesure the link is directed properly.12 | P a g e IItts--allll--sociiall..com s a soc a com