Lotus Presentation at SM&SS London - Tom Webb


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Tom Webb gives a great insight into Lotus Racing and in particular their social media ctivities

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Lotus Presentation at SM&SS London - Tom Webb

  1. 1. Social Media & Sport Summit MAKING THE EXCLUSIVE INCLUSIVE
  2. 2. Lotus Racing <ul><li>Dream started at the British Grand Prix, June 2009 </li></ul><ul><li>Entry granted on September 12 th 2009 </li></ul><ul><li>Launched the T127 on February 12 th 2010 </li></ul><ul><li>First raced in Bahrain on March 12 th 2010 </li></ul><ul><li>Now the fastest new team in the 2010 FIA Formula One™ World Championship </li></ul>
  3. 3. Tony Fernandes Team Principal Mike Gascoyne Chief Technical Officer Jarno Trulli car no.18 Fairuz Fauzy third driver Heikki Kovalainen car no.19
  4. 4. <ul><li>Lotus Racing T127 </li></ul><ul><li>Cosworth 2.4ltr V8 </li></ul><ul><li>Bridgestone tyres </li></ul><ul><li>Team partners include: </li></ul><ul><li>- CNN </li></ul><ul><li>- AirAsia </li></ul><ul><li>- LR8 </li></ul><ul><li>- LG </li></ul>
  5. 6. Media coverage
  6. 7. The Challenge <ul><li>F1™ highly competitive on and off track </li></ul><ul><li>Cluttered media environment </li></ul><ul><li>Heavily regulated communication channels </li></ul><ul><li>Dual challenge: </li></ul><ul><li>- achieving share of voice </li></ul><ul><li>- creating loyalty, advocacy and, ultimately, revenue </li></ul>
  7. 8. Social Media – Multiple Platforms <ul><li>www.lotusracing.my </li></ul>Twitter Facebook YouTube Flickr
  8. 9. www.lotusracing.my <ul><li>Main destination page </li></ul><ul><li>16,000 subscribers </li></ul><ul><li>Newsletters, podcasts </li></ul><ul><li>Lotus Racing Shop </li></ul><ul><li>New site launching soon </li></ul><ul><li>Lotus Racing TV </li></ul>
  9. 10. Embracing Twitter <ul><li>@tonyfernandes </li></ul><ul><li>kicked it all off….. </li></ul>
  10. 11. Embracing Twitter <ul><li>Swiftly followed by </li></ul><ul><li>@mikegascoyne </li></ul>
  11. 12. Embracing Twitter <ul><li>Now competing with </li></ul><ul><li>@H_Kovalainen….. </li></ul>
  12. 13. Making the exclusive inclusive
  13. 14. Gasps in the media room
  14. 15. And it seems to be working…….
  15. 16. Facebook <ul><li>Nearly 20,000 fans </li></ul><ul><li>Each update viewed by up to 100,000 people </li></ul><ul><li>Multiple daily updates </li></ul><ul><li>Direct response to questions </li></ul><ul><li>Links to all related sites </li></ul>
  16. 17. Facebook Hank Podzimek I hope the other teams based in England...or anywhere else for that matter let the kids see the facilities. This was good to read about. Tony Romack I hope Lotus continues to publish on FB so much. FB has people who log on many times a day (I admit I am in that group) and some who log on 1-2/week. Thanks, Lotus Racing esp whoever does the FB stuff. Drew Layton These updates are fantastic. Really appreciate them Norman McDowell What a Team that appreciates it's adoring public so much. Thanks for today ... made the 4 hour journey home in the Elise fly by as I remembered the whole weekend of Lotus Fest. Simon Oxlade That's really interesting - thanks. Your feedback team on Facebook and the open and friendly way you conduct yourselves is a breath of fresh air for this F1 fan. Thanks so much for all your posts, blogs and messages, it's making this season seem very special. So special, my wife and I have finally bought an Elise and find ourselves cheering Lotus on just as hard as McLaren/RedBull. Alan Bacon The way Lotus are progressing, I'm sure we'll have nothing to worry bout for 2011.. bring back some points this weekend
  17. 18. Flickr <ul><li>8,000 regular users </li></ul><ul><li>1,400 photos online </li></ul><ul><li>Almost 60,000 downloads to date </li></ul><ul><li>Live updates during race weekend and from factory </li></ul><ul><li>Photographers briefed to shoot EVERYTHING </li></ul>
  18. 19. YouTube <ul><li>Base for all moving image content </li></ul><ul><li>Driver race previews, insights into factory life </li></ul>
  19. 21. How it’s working Time spent on site
  20. 22. How it’s working Bounce rate
  21. 23. How it’s working Page views per user vs McLaren and Virgin Racing
  22. 24. How it’s working Site traffic
  23. 25. Where do we go from here? <ul><li>Convert loyalty into revenue </li></ul><ul><li>- merchandise, content and experiences </li></ul><ul><li>Establish Lotus Racing fanclub </li></ul><ul><li>Attract new sponsors </li></ul><ul><li>Activate innovative programmes </li></ul>