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NMDL BMW
- 1. Driving Success with Social Media
- 2. SOCIAL MEDIA IS KING • Social Media is the most effective way to engage with potential and current customers • Easiest way to create brand evangelists • Different mediums contain different demographics • BMW needs to harness this to engage with new audiences
- 3. STATE OF THE BRAND • Largest market share in luxury vehicles globally • Second largest share in USA (behind Mercedes- Benz) • Biggest competition/most similar brands: Mercedes-Benz, Audi, and Lexus. • Owning a BMW = wealth, power, exclusivity, style, luxury
- 4. AUDIENCE • Who We Have –Males –Wealthy –Older –Educated • Who We Want –Females –Younger –Professionals
- 5. BUDGET • Social Media Strategy Development – $45,000 • Blog (including custom design, content creation, and vlogs) – $200,000 • Twitter Account Management – $20,000 per month • Facebook Management – $23,000 per month • Pinterest Management – $20,000 per month • YouTube Video Production and Management – $30,000 per month • Regular Content Creation/Management – $40,000 per month • Potential App Development – $80,000+
- 6. TOOLS AND TACTICS Engaging the Target Demographic
- 7. SOCIAL MEDIA • 615,000 followers on Twitter, 19 million likes on Facebook 1.7 million followers on Instagram • Build strong Pinterest presence to engage young women • New content with SEO in mind will deepen searchability. • Link/promote each account to others to create cohesive BMW online community • Social media emphasizes on BMW lifestyle, enhance overall life experiences and success by pushing stylish content • Will create deeper customer loyalty and community.
- 8. OTHER INTERNET • Create blog that directs to landing pages increased traffic to main website • Blog will also enhance SEO for BMW brands • Google AdWords in limited capacity for certain locations that need more exposure • Blog will contain content similar to the social media accounts • Stories about BMW owners being successful, living the luxurious life, interest pieces related to BMW customers
- 9. MOBILE • Optimize all social media accounts, blog, and BMW website for mobile browsing • Create an app that lets users create profiles and share their BMW stories, as well as build the car of their dreams and then share it with other users • Send out mobile-exclusive previews of the latest BMW information and ideas.
- 10. ULTIMATE GOALS • Double amount of Twitter followers within 6 months • Create stronger connections with customers and loyal fans • Develop large Pinterest following (targets women) • Use blog to push towards BMW main pages and enhance SEO • Emphasize BMW as go-to leader in luxury