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Rolls Royce Digital Strategy
- 1. Rolls Royce Digital Strategy Paxton Ellul
- 2. The Big Idea! ❖ Increase social media followers and engagement specifically on Instagram ❖ Boost search engine optimization to assure Rolls Royce comes up first ahead of other luxury car brands
- 3. Social Media Instagram: 5.5 million followers ● Photos receive the highest average engagement ● Posts include images and videos of the brands vehicles Facebook: 4.5 million followers ● Videos and photos receive more average engagement ● Includes more informational posts containing links about the brand Twitter: 833 thousand followers ● Small amount of engagement on all types of posts ● Improve on engaging with followers and users who mention the brand name
- 4. Instagram
- 5. Website ● Easy to navigate through the different tabs ● Layout is well designed, matches the style of the Rolls Royce vehicles ● Provides a showroom of the newest vehicles, showing both images and video Recommend: improving search engine optimization by increasing budget and buying more words and key phrases
- 6. Online Advertising ● Don’t see many online advertisements across social media platforms or on search engine sites ● Recommend using paid social media to advertise online: ○ Instagram: ■ Buy ads that are sponsored and show up on the brands target audience’s feed ■ Have influencers promote the brand on social media platforms ○ Facebook: Boost posts that promote new vehicles the brand is producing ○ Use pay-per-click to assure people are clicking on the advertisement
- 7. Inbound Brand Persona: -Male -Caucasian -Age 35 years old -Lives in an urban city -Income: 200k+ per year Recommend: ● Using inbound marketing to develop relationships with current customers ● Sending emails and newsletters to people similar to the brand persona
- 8. Mobile Rolls Royce Current Apps: ● Rolls Royce First Network ● Rolls-Royce Owner’s Manual ● 5+ Other apps Recommend: ● Allowing trial access to the apps so non Rolls Royce owners can explore them before purchasing a vehicle
- 9. Target Audience/Budget Target Audience: -Ages 35 to 50 years old -Men and Women -Live in a large city (New York, L.A.) Social Media Target Audiences: -Facebook and Twitter: Men and Women Ages 40 to 50 years old, interested in other luxury brands -Instagram: Men and Women ages 35-37 years old Budget: Online Advertising: ● $6000-$10000 monthly across platforms ● PPC budget of $30 per click ● SEO: $10,000 monthly on keywords and phrases
- 10. Conclusion Rolls Royce is a successful company in all aspects. They utilize social media platforms, have a well designed website, provides several mobile apps, and makes it easy for current and potential customers to communicate with the brand. The brand itself will be more successful if they make improvements such as increasing followers and engagement on Instagram, as well as boosting search engine optimization.