Silverstone's Social Media


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We explore Silverstone's social media to date. Providing insights throughout into the competition, the basics, a content/brand territory strategy and some innovative campaign concepts.

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  • OpportunitiesBe more content focusedTo tell the Silverstone story – the passion for motorsport.Clear query and engagement strategyWhat they’re doing wellHave a presenceAlton Towers and Butlins – great landing pages Drayton built up following in only 6 monthsAre engaging with rich media content– especially Brands and Thruxton with Tiff Needell (under utilised).With Silverstone aiming to become entertainment venue with a racing pedigree which should lend itself to a stronger following.
  • Silverstone's Social Media

    1. 1. Silverstone’s Social Media<br />Brought to you by the lovely folks at BlueEyed Digital<br />
    2. 2. Why social media?*<br />Opportunity to broadcast & engage<br />Fans of the brand are 28% more likely to repeat purchase<br />68% - more likely to recommend brands they’ve liked<br />44% follow fan pages friends have liked<br />*Data highlighted above is from Syncapse Corp’s The Value of a Facebook Fan: An Empirical View, published in June 2011.<br />
    3. 3. What social can do for Silverstone<br />Increase traffic to website<br />Specifically target experience enthusiasts<br />Improve relationship with brand, two-way<br />Brand awareness<br />Improve communication channels<br />Support overall business objectives<br />Additional channel<br />Get a share of the voice and influence<br />
    4. 4. Social media in racing/entertainment environments<br />
    5. 5. Attractions/Entertainment Venues<br />
    6. 6. Alton Towers & Butlins<br />
    7. 7.
    8. 8. A Potential 3 Point Plan<br />Get house in order – cover the basics<br />Day to Day & Brand Territory content<br />Campaigns and broader business objectives<br />
    9. 9. Facebook - The basics<br />Add Like buttons to web content<br />iFrames<br />Shop function online<br />Maximise SEO in about and info<br />Inclusion within all print and e-marketing<br />Polling function<br />Drive traffic to areas of site<br />
    10. 10. Twitter, Flickr & YouTube - The basics <br />The bio<br />The appearance <br />Develop key “Power Twitter,” influencers<br />Follower strategy<br />Brand mentions – monitor<br />Develop channel for video content<br />Integrate into online & offline<br />Hashtags<br />
    11. 11. Day to day content<br />Develop response/engagement strategy<br />Internal and external<br />Tie-ins with broader business objectives and marketing activity<br />Develop brand territory areas<br />Polling – workshop with marketing function<br />Calendar specific i.e. Father’s Day<br />
    12. 12. Brand Territory for Content<br />
    13. 13. An example week of posting<br />
    14. 14. Initial Campaign Concepts<br />Additional brand awareness, outside our fan base – making it shareable and expanding fan base.<br />Retweets, posts and shares.<br />Two campaigns a year, 6 months per campaign<br />Track Icon<br />Fantasy Racer<br />TrackStar<br />
    15. 15. Track Icon: Real-time Driver Competition<br />Aim: Competitive nature of track day experiences will increase engagement and WOM.<br />
    16. 16. Fantasy Racer<br />A fantasy style game, where fans of Superbikes, MotoGP and F1 pick their winners. <br />
    17. 17. TrackStar Game <br />Share and post scores on Silverstone<br />QR code inclusion<br />Winner gets laps with their favourite driver at F1 GP<br />Aim to increase <br />followings on Facebook/<br />Twitter<br />
    18. 18. Summary<br />Guidelines crucial<br />Initial basics need covering first<br />Content-driven strategy<br />Aim to increase brand value/association<br />Commercial edge key – likely to change<br />Campaign concepts developed<br />
    19. 19. The End<br />Please SHARE and comment – what do you think?<br />