1. Laura Larson

2. Company Profile American motorcycle manufacturer Largest manufacturer of heavyweight motorcycles in the world -1/2 US market share -1/3 Global market share Extremely loyal brand community Competes primarily on design and quality Average customer White Upper-class Male Late forties

3. Challenges Rebel image Older Customers Recession Foreign Competitors Goals New customers +10% -first time buyers -young adults -minorities -women Social networking within brand community/image

4. Social Media

5. Linking Social Media sites Easy navigation throughout all social media networks Overlapping content (videos, contests) Interactive

6. RSS Feeds RSS subscriptions for different interests Condense Blogs and company information Controls PR What are people saying about Harley Davidson?

7. Location Based Services Ride Planning Who What Where When Why Knowing your customers Community building

8. How to Accomplish Goals *CONTENT* =

9. Evaluating Success Internet Traffic Connections/Subscribers Blog content/RSS feeds Sales to first time bikers

10. Budget/Timeline Website and Content Management Search Engine Optimization Online Marketing Daily/weekly $ minimal $ $ 2,000+/month $ Weekly/Monthly As needed/daily $ 20,000+ $