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Stealth 4x4 Social Media Presentation 6 14 2010 Final
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Stealth 4x4 Social Media Presentation 6 14 2010 Final

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Redefining Company Strategy - Realigning Goals

Redefining Company Strategy - Realigning Goals

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Stealth 4x4 Social Media Presentation 6 14 2010 Final Stealth 4x4 Social Media Presentation 6 14 2010 Final Presentation Transcript

  • Stealth 4x4 Social Media and Website Audit & Review – June 2010
  • Executive Overview
  • 16% 47% 36% Neighborhood/Beach/Military/Green Break into this market Stealth’s core customers are hunters… but also UTV enthusiasts…they own several UTV’s…how do we make Stealth their first
  • Performance Performance Vehicle Government/Military Hunting Outdoors Farm Neighborhood Estates UTV Category ? ? ?
  • We need to transcend across market segments and lifestyles
  • Built Tough Superior class/Style Versatility Stealth Hunters Estate/Recreation Green Family Comradery Target Customer Our Product Tradition Outdoorsmen Excellence We are Stealth No Limits At home On the Hunt In the snow At the Beach The voice of stealth will transcend across market segments and convey our brand image
  • Voice Discussion
  • Strategy - First Steps
    • Renovate Website
    • Create matching literature
    • Social Media content
    • Implement Company Blog
    • Establish Voice – Look and Feel of our Brand
    • Develop video content creation
    • Conversion form (Account profile to gain demo info)
  • Strategy - First Steps
    • List specific benefits to customer with pictures where applicable
    • Highlight sponsors and key influencers who use Stealth
    • Regularly updated “featured” videos
    • New Metadata tags
    • More inbound links
    • Conversion form (Account profile to gain demo info)
    • Explain and video/take pictures accessories and parts of vehicle
  • Search Electric Utility Vehicles…Stealth shows up fourth
  • Search hunting vehicles…we do not show up on the first ten search pages ?????
    • First Steps:
    • Improve and shorten Metadata tags
      • Should be no more than 150 characters
    • Implement “heading tags” help our customers read and identify site content and also help search engine spiders better understand content
    • Decrease image size (increase site speed) and add descriptions
    • Create landing pages for content within our site
    • Setup a permanent 301 redirect
      • Search engines may think stealth4x4.com and www.stealth4x4.com are two different sites
    • Increase inbound links. Currently we have 79 inbound links
    • RSS Feed
    • Conversion Form
    Stealth shows up significantly below top competitors, however the site has had a decent amount of traffic
  • Stealth Blog Choose Your Model Dealer Locator Stealth Videos Tactical Equipment Stealth Blog Choose Your Model Dealer Locator Stealth Videos Tactical Equipment Stealth Blog Choose Your Model Dealer Locator Stealth Videos Tactical Equipment Stealth Blog Choose Your Model Dealer Locator Stealth Videos Tactical Equipment Stealth Blog Choose Your Model Dealer Locator Stealth Videos Tactical Equipment
  • Stealth Products – Show How We’re Different
  • The Stealth Blog – Below the Radar
    • Our content – Hunting shows, outdoor stories, Stealth in the news, embeded video, highlight dealers, potential brand partners
    • Every web page has the potential to rank well in search engines and draw traffic from other sources, like social media sites and the blogosphere
    Stealth in the News
    • It's both a quality and a quantity game – increase web search hits
    Stealth in the News Beach Cleanup Week 4
  • Once we develop our look and feel we need to have a voice to the world... …… and a knack for listening to what our customers/fans/competition are saying and doing
  • Social Media is the Primary Purchase Influencing Vehicle
  • We can track who is talking about us, what they’re saying, where the are located, and how much influence they have
  • Engage our Customers!!!
    • We are not trying to recruit teens…
    • Way to reach entities that have interest in us - example Cabelas and UTVGuide
    • Primos, Michael Waddell, Bass Proshops are all on facebook and Twitter
    824,000 Like this 16,307 People Like This 6,210 followers
  • Engage our Customers!!! 4,736 Followers 1,500 Followers 3,500 Followers
  • We can identify what blogs are pushing our products
  • Hunting, Off Road, Outdoor forums are a cost effective vehicle to plant our content, point out our competitions weakness and engage with potential customers
  • It’s Measurable Monthly Snapshot Program Overview Coverage Trends Competitive Share of Voice Website Conversions Content Sharing Sentiment Analysis Why Social Media?
    • Social Media is the most cost effective way to drive customers to our website and broadcast our brand
    • Word of mouth is increasingly done online
    • Its an important way we can hear what our customers are saying
      • Example: Comcast
    • Energizing the Online Presence
      • Develop New Viral Content
        • Add new video highlighting new products and features
        • Focus on short-form content & encourage user-generated video (offer a prize
        • Use Twitter to get personal
        • Follow everyone who follows us
        • Re-tweet any brand mentions
        • Engage and react, especially to our top fans
        • Identify “super fans” who are both Twitter followers and Facebook fans
    • Facebook is the most natural engagement point with public
    • Aggregates content & maximizes shareability among brand, fans, and friends-of-fans via Newstreams
      • Continue separate Fan pages for each brand but maximize potential
        • More brand management, involvement, engagement – currently we have Facebookseveral postings and no engagement from group members
    Cost Effective, Measurable Steps Toward Growth
    • Target influential media & bloggers (widespread networks & active followers)
      • Hunting blogs, 4x4 blogs, dad blogs, green blogs, energy blogs etc.
    • Engage: bring into the fold to serve as future channel for content distribution
      • Blogger Roundtable: open forum builds relationships; start of longer-term projects
      • Brainstorm about how Stealth can help readers – follow-on content (contests, etc.)
    Community Outreach Approach - Bloggers
  • 2011 TV Campaign
  • 2011 TV Campaign
    • Pre-Requisites:
    • As we approach 200 dealers in 23 states
    • Define voice
    • Re launch web/social media campaign
    • Develop night hawk campaign
    • Direct to consumer – high net worth dealer strategy
    • Conduct independent research identifying which TV/Print our customers utilize
    • Make the easy and necessary website changes!
    • Implement weekly content meetings
    • **Prioritize (Youtube, Facebook, Twitter, Blog) based on**:
      • Where our customers are currently searching the web, blogs etc. and where our the new market exists
      • Develop chronological content map for Youtube, blogs, twitter, Facebook etc.
      • Establish contest offerings and get them on our website
      • Match literature with look and feel of website
      • ** We must convey why we provide a needed premium product **
    Steps to Implementation
    • Pitch profiles and Q&As
    • Blind taste test
    • CC timeline
    • Holiday Gift Guides
    • Regional outreach to next two cities
    • Implement weekly content meetings
    • Finalize 2010 look and feel
    • Make needed changes to the website
    • Begin content development and start shooting photographs and YouTube videos
    • Begin social media introduction and SEO Optimization
    • Launch Night Hawk Campaign
    • Introduce hunting trips and giveaways
    • Begin content blast to social media and website
    • Finalize advertising strategy for the rest of the year
    June 25 – July 15 July 15 –August 1 August 1 –Aug 30 September 2010 at a Glance
  • Website Current: 333 Unique Visitors Goal: 3,000 Blogs Current Blog: 0 Goal: 5 content mapped Blogs with weekly posts YouTube Current: 3 videos > 10k views Goal: 5 Videos > 20K views Facebook Current: 107 Members Goal 207 Members Twitter Current’ 20 Followers 0 Retweets Goal 150 Followers 10 Retweets End of July End of August End of November Website Current: 2,500 Goal: 5,000 Blogs Goal: 5 content mapped Blogs with weekly posts YouTube Current: 3 videos > 10k views Goal: 5 Videos > 20K views Facebook Goal: 500 Twitter Current’ 20 Followers 0 Retweets Goal 150 Followers 10 Retweets Website Current: 2,500 Goal: 5,000 Blogs Goal: 5 content mapped Blogs with weekly posts YouTube Current: 3 videos > 10k views Goal: 5 Videos > 20K views Facebook Goal: 500 Twitter Current’ 20 Followers 0 Retweets Goal 150 Followers 10 Retweets KPIs
  • Website Current: 333 Unique Visitors Goal: 3,000 Blogs Current Blog: 0 Goal: 5 content mapped Blogs with weekly posts YouTube Current: 3 videos > 10k views Goal: 5 Videos > 20K views Facebook Current: 107 Members Goal 207 Members Twitter Current’ 20 Followers 0 Retweets Goal 150 Followers 10 Retweets End of July End of August End of November Website Current: 2,500 Goal: 5,000 Blogs Goal: 5 content mapped Blogs with weekly posts YouTube Current: 3 videos > 10k views Goal: 5 Videos > 20K views Facebook Goal: 500 Twitter Current’ 20 Followers 0 Retweets Goal 150 Followers 10 Retweets Website Current: 9,600 Goal: 20,000 TBD TBD TBD TBD KPIs
  • Appendix
  • Stealth Blog Choose Your Model Dealer Locator Stealth Videos Tactical Equipment
  • Our Marketing Strategy Requires that we coalesce…then take the right steps forward
  • Michael Waddell vs. Primos
  • The Outdoor channel is an attractive advertising vehicle