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Pvgp Social Media 2010


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Mapping out the Social Media marketing plan for 2010

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Pvgp Social Media 2010

  1. 1. Pittsburgh Vintage Grand Prix Social Media Marketing <br />What’s the difference between them?<br />
  2. 2. Why should we do it?<br />
  3. 3. What are we?<br />The PVGP is a Racing event<br />The PVGP is a Car Show event<br />The PVGP is a Charity event <br />Raising money for the<br />Autism Society of Pittsburgh and<br />Allegheny Valley School <br />is the ultimate purpose<br />$$$$<br />We raise money through donations & $ponsor$ <br />$$$$<br />
  4. 4. Who is our audience?<br />250,000 people attend over the course of the event<br />200,000 people attend on race weekend<br />Age Range: 16-82<br />Mean Age: 47<br />77% Male<br />80% are Professionals<br />94% own their own home<br />21% own their own business’ <br />20% are from Pittsburgh<br />68% are from Western PA<br />12% are from outside PA<br />
  5. 5. What is the Purpose of this presentation?<br />Objectives:<br />Overview of Social Media which we participate<br /><ul><li> Explain “how and why” they function
  6. 6. Explain which target audience each reaches
  7. 7. Explain how you can help</li></ul>The Ultimate Goal: <br />More Sponsors = More dollars to the charity<br />
  8. 8. The 4 C’s of Social networking<br />Communities<br />Content<br />Conversations<br />Conversion<br /><br />
  9. 9. 1. Communities<br />Traditional advertising is about interrupting. <br />Social media is about sharing and interacting. <br />78% of social media users interact with companies or brands via new media sites and tools, an increase of 32% from 2008.<br />95% of new media users also believe companies or brands should have a social media presence.<br />89% believe that they should interact with their consumers using social media.<br />Its important that you build communities on Facebook, LinkedIn, and Twitter that are made up of your prospects and clients.<br />
  10. 10. 2. Content<br />Content is King<br />No hard selling<br />DO NOT communicate a sales message<br />DO IMPLY a sales message<br />Consumers want entertained, informed, and educated. <br />If they like your content they will probably like you.<br />If you share good content consistently over time they will likely begin to trust you.<br />Social media provides great vehicles to share video, photo’s, written, and audio content.<br />
  11. 11. 3. Conversations<br />Traditional Advertising: <br />Talking at someone<br />Social Media: <br />Talking with someone<br />Build the right communities and conversations naturally happen!<br />What are “Conversations?”<br /><ul><li>A comment on a blog post,
  12. 12. Aretweet,
  13. 13. Acomment on your LinkedIn or Facebook
  14. 14. A “Thumbs Up” on a Facebook wall </li></ul>You need REPLY BACK to these responses or there is NO conversation.<br />
  15. 15. 3. Conversation: The important thing <br />THE KEY: You put out a message or content and someone chooses to respond.<br />These conversations and those among others will have an impact. <br />51% of respondents say that social media has influenced their online transactions.<br />78% of consumers trust peer recommendations<br />
  16. 16. 4. Conversion<br />All of the pieces should work together to lead toConversion.<br />Common mistake: Send people to the home page. It builds traffic but may not help build DIALOGUE.<br />5 Actions of the Landing Page:<br />Get a visitor to click (to go to another page, on your site or someone else’s)<br />Get a visitor to buy<br />Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.<br />Get a visitor to tell a friend (all the more subtle) <br />Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback<br />
  17. 17. Twitter is a free social networking (micro-blogging) service that allows users to send and read messages known as “Tweets”<br />“Tweets” are text based posts of up to 140 characters displayed on the author’s profile page and delivered to the authors subscribers “Followers”<br />Twitter was created in 2006<br />
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  20. 20. We’re following, Racers<br />We’re following Vintage tweeters<br />We’re Following Car makers<br />We’re following Race Teams<br />We’re following Local organizations<br />We’re following Autism<br />
  21. 21. Our Followers<br />
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  23. 23. Top Insights:<br />January 5th, 2009<br />The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report<br />The 55+ demo is not far behind with a 194.3% growth rate<br />The 25-34 year population on Facebook is doubling every 6 months<br />For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users<br />Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest<br />There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are of unknown gender.<br />The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.<br />Take away? Parents and professionals are rapidly adopting Facebook.<br />
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  28. 28. Facebook auto news feeds to Twitter which reaches out to a world audience!<br />If it posts on FB it posts on Twitter which then pushes it to be VIRAL!<br />
  29. 29. 30% (9 million) earn nearly $93,500/year. 69% read blogs, and 9% maintain their own blogs.<br />28% (8.4 million), senior executives earning a mean of $104,000/ year<br />22% (6.2 million), use LinkedIn because friends convinced them to join.  This group is careful about who they connect to, and only connect to people they know in person.  They earn nearly $88,000 per year<br />21% (6.1 million), are the hard-core job searchers.  70% of this group is employed full-time but actively looking for another position.  Of all four groups, this one skews the youngest and most female (52%).  They earn just over $87,500 per year and have a work purchasing power of $84,000.<br />