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Harley-Davidson Digital Strategy
 

Harley-Davidson Digital Strategy

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ADV Final Presentation, by Anna Walker

ADV Final Presentation, by Anna Walker

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    Harley-Davidson Digital Strategy Harley-Davidson Digital Strategy Presentation Transcript

    • By America, For Americaby Anna Walker
    • Our Dream CustomerSEX: Male INCOME: 40K+EDUCATION: AGE: 25-54Some College
    • The PlanFor OurBrand‣Increase brandawareness usingvarious social mediasites.‣Create a new loyalbase of consumers,while still appealing tothe existing customer
    • What’s The Big Idea?We plan to run a digitalcampaign using theslogan “By America, ForAmerica”This slogan will stay trueto the idea that Harley-Davidson is themechanicalembodiment of theamerican dream.Implement GoogleAnalytics
    • Blogging BuildsBusiness Increase awareness Increase awareness for ‘Unofficial Harley-Davidson’ Blog Monitor what similar blogs are saying about us Be more interactive with related blogs
    • Pinterest for BusinessLaunch a ByAmerica, ForAmerica PinterestcontestContestants mustupload and/or repinphotos that expressHarley as theultimate Americanchopper
    • Post interesting andengaging photos atleast once a dayShould includebikes themselves,merchandise,and/or loyalcustomersphotographed witha HD product
    • Like us on FacebookUpdate facebook atleast twice a weekMust ‘like’ page inorder to seecontentWeekly give-awaysof Harley-DavidsonmerchandiseGain 250 likes daily
    • Twitter InvigoratedTweet at least three Key Performancetimes a day IndicatorsAvidly promote Number of ‘retweets’#ByAmericaForAme Tweets ‘favorited’rica Followers gained overRespond to 20% campaigntweets a day, Positivity of tweetspositive and relating to Brand &negative Campaign
    • Summary of Expenses6 month campaign 5 hrs/wk, Increase of Facebook $250/hr=$30,000 ‘likes’ & Twitter+$120,000 for twitter ‘followers’, increasedpromotion traffic to mainTotal=$150,000 website and blog Increase of annual sales by 4% Total Sales Gain=$5.3Million