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Social Media Marketing Campaign PPT


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Here is my presentation for Social Media Marketing to our campaign client, Charlotte Motor Speedway.

Social Media Marketing Campaign PPT

  1. 1. Charlotte Motor SpeedwaySocial Media Campaign<br />Sarah Rowe, Preston Gomez, Kim Wheeler, <br />Paul Naoum, and Donna Wood<br />
  2. 2. Client Background<br /><ul><li>Charlotte Motor Speedway
  3. 3. Owned by Speedway Motorsports, Inc.
  4. 4. Concord, North Carolina
  5. 5. Capacity of 146,000
  6. 6. Located in the “Heart of NASCAR”
  7. 7. Currently uses Facebook, Twitter, YouTube, and Fan Forums
  8. 8. Looking to further their use of social media and all it has to offer their brand</li></li></ul><li>Current Marketing Mix<br /><ul><li>Traditional media outlets such as radio and television advertisements
  9. 9. A great deal of promotion and information about the racetrack can be found on their website
  10. 10. More recently CMS has began using social media outlets such as Twitter and Facebook to reach their fan base</li></li></ul><li>Past Campaigns<br /><ul><li>Facebook, Twitter, & an online forum at
  11. 11. Social media campaigns have been limited to Twitter because of the strict guidelines that prevent contests on Facebook
  12. 12. Recent campaign aimed to promote the unveiling of the world’s largest high definition video screen at the racetrack
  13. 13. Campaign involved a contest on twitter where fans had to come up with potential names for the screen
  14. 14. Promotion for “Carolina Christmas”, one of the largest LED light displays in the country. This promotion included a virtual tour of the lightshow and Christmas village on their Facebook page.
  15. 15. They also provided fans on twitter with previews and photo galleries of the light show</li></li></ul><li>Campaign Objectives<br /><ul><li>Create awareness of Charlotte Motor Speedway and their product offerings among 60% of our target audience
  16. 16. Increase homepage viewership by 25% within six months. We would also like to increase viewership to our social media channels by 30% after a six month period.
  17. 17. Increase Speedway’s revenue by 20% within a six month period
  18. 18. The campaign will focus strongly on promoting corporate offerings and building relationships with their target audience, encouraging them to interact with social media channels</li></li></ul><li>Target Audience<br /><ul><li>Campaign is focusing on business men and women 25-55 years of age
  19. 19. These individuals are active, achievers, tech savvy, and highly motivated individuals
  20. 20. Familiar with and participates in social media channels
  21. 21. Relies heavily on the internet & most likely has a smart phone
  22. 22. Will use CMS as a networking and social experience along with an opportunity to host corporate events/outings
  23. 23. Mid-high level of income
  24. 24. Will make CMS a part of their lifestyle and become active among our social media channels
  25. 25. Opinionated and comfortable sharing reviews and comments related to their experiences
  26. 26. Enjoys the luxuries in life but they still have a big heart when it comes to family and friends</li></li></ul><li>Meet Joe Walker<br /><ul><li>45 year old VP of Marketing working in Charlotte, NC
  27. 27. Believes that networking is the root of all success
  28. 28. Wife and three children and plans weekly family activities
  29. 29. Active in social media mostly through iPhone
  30. 30. Plays in his company’s softball league
  31. 31. Adamant tweeter, and regularly uses Facebook</li></li></ul><li>Veronica Daniels<br /><ul><li>29 year old Account Manager
  32. 32. New to Charlotte area but is familiar with NASCAR
  33. 33. Looks to CMS as a possible venue for corporate events (both client and employee)
  34. 34. Enjoys girls night outs, blogging, and keeping up with old friends on Facebook
  35. 35. Spends hours a day looking at her Blackberry and keeps in contact with family via Skype
  36. 36. Type A personality , very organized, and won’t stop until she gets to where she wants to be</li></li></ul><li>Campaign Theme<br /><ul><li>“Life’s a race, get on track”
  37. 37. Propose to target audience to take a break from the hustle and bustle and use CMS as an out of the office business tool, a networking opportunity, and a social outlet with friends and families
  38. 38. It doesn’t need to be “all work no play”
  39. 39. Charlotte Motor Speedway doesn’t need to be just an escape from the cubicle, but it can incorporate an enjoyable experience while being productive at the same time
  40. 40. Campaign will emphasize the benefits of Speedway Club along with corporate offerings
  41. 41. Promotes audience to not only form a bond with Charlotte Motor Speedway but to also get involved with their social media channels and share their ideas and user generated content</li></li></ul><li>Social Media Strategy<br /><ul><li>Making alterations to the CMS Facebook page, twitter page, CMS homepage, and to the YouTube page
  42. 42. Creating a blogger page
  43. 43. Launching a mobile application
  44. 44. Creating a linked in page
  45. 45. Implementing our speedway cams </li></li></ul><li>Creative Strategy<br /><ul><li>Position Charlotte Motor Speedway as an escape from the stressful atmosphere our target audience experiences day in and day out
  46. 46. Use rational appeals such as emphasizing the convenience aspect, listing the benefits of using CMS for corporate functions, explaining why CMS is a great place to take your family, and expressing why the Speedway Club is a great club to join.
  47. 47. Use emotional appeals such as spending time with your family, the need for socialization, and the act of having a great time
  48. 48. Remind our audience that life isn’t solely about work, the amount of money one makes, or your overall success if you don’t have family and friends to share your experiences with.
  49. 49. Use engaging blogs and tweets to encourage users to create buzz, network with other CMS followers, and to trigger conversation about CMS on and off the track</li></li></ul><li>Executions/Descriptions<br /><ul><li>Hub of all activity related to the speedway
  50. 50. Move links to social media channels from the bottom of the page to the top right corner underneath the banner
  51. 51. Move fan forum to the Facebook page to get increased interaction
  52. 52. Have the most recent tweet posted in the upper right corner to keep our channels linked together
  53. 53. Live stream the Speedway Cams during race weeks and to provide footage of the construction of the LCD screen</li></ul>CMS Homepage<br />
  54. 54. <ul><li>Tabs created on the page for Events, Fan Forum The Speedway Club, corporate information, promotions, and user generated content
  55. 55. Will be our main source of updates, news about the speedway, announcing of specials, and posed discussion questions to fans
  56. 56. Links to all other social media channels
  57. 57. Incorporate social commerce with an additional tab where fans are able to purchase tickets and merchandise directly from their page
  58. 58. Speedway Club Tab will also incorporate social commerce by allowing fans to purchase memberships directly from the page</li></ul>Executions/Descriptions<br />Facebook<br />
  59. 59. <ul><li>Fun and expressive way to reach fans
  60. 60. Goal is not to just bombard fans with prices, events, and specials
  61. 61. Want to quote fans and racers, link to creative user generated content, ask questions to fans about who they think will win races, ask how CMS can make improvements, and post quirky, clever thoughts.
  62. 62. Used to link to discussions within the fan forum on the Facebook page</li></ul>Executions/Descriptions<br />Twitter<br />
  63. 63. Executions/Descriptions<br /><ul><li>Important because of our target audience
  64. 64. Allow fans, followers, and members of Speedway Club to collaborate, network, and post helpful information to their peers
  65. 65. We will be sure to initiate discussions, post relevant information about the speedway, and career opportunities, but will rely on the members to maintain majority of the content. </li></ul>Linked In<br />
  66. 66. <ul><li>Source for user generated content
  67. 67. Much less text than the other pages, but will make up for this with pictures, videos, and other creations that fans can post to the page
  68. 68. Outlet for fans to show and express their love for the speedway, what the speedway means to them, and any memories they’ve experienced with CMS
  69. 69. Hub for all contests and will have an area for submissions from fans directly from fans</li></ul>Executions/Descriptions<br />Blogger<br />
  70. 70. Example Blog<br />
  71. 71. Example Blog<br />
  72. 72. Executions/Descriptions<br /><ul><li>Update it more frequently than it presently is
  73. 73. Upload videos from the races, interviews with racers, interviews with fans, videos created by fans, and any videos that CMS uses as promotional tools
  74. 74. Encourage fan submissions of videos from their own experience at CMS or footage from the speedway</li></ul>YouTube<br />
  75. 75. Executions/Descriptions<br />“The Track App”<br /><ul><li>Mobile hub for a stream of the latest posts
  76. 76. Will allow users to post back to social media channels
  77. 77. Feature a calendar component with CMS Logo that allows for our target audience to keep their on-the-go lifestyle organized
  78. 78. Will allow users to add event postings directly from Facebook to their Charlotte Motor Speedway calendar</li></li></ul><li>SOCIAL MEDIA PRESS RELEASE<br />CONTACT Client Contact Agency Contact<br />INFORMATION: Jennifer Hebert Social Media, Inc<br /> (704) 455-3209 (252) 555-7654 <br /> <br /><br />Charlotte Motor Speedway Releases “Track App” for iPhone<br />Charlotte Motor Speedway announces their new application for the iPhone, the Track App. The application is set to release on April 17th, 2011.<br />CORE NEWS FACTS<br /><ul><li>The application will be a hub for all activity at Charlotte Motor Speedway.
  79. 79. The Track App will stream feeds from Facebook and Twitter to the user.
  80. 80. It will allow users to post directly to Charlotte Motor Speedway social media pages.
  81. 81. A calendar component will allow fans to save events from the Charlotte Motor Speedway Facebook page and they will automatically integrate into their calendar.
  82. 82. This mobile application is perfect for the on-the-go user that wants to stay up-to-date on events at the speedway.
  83. 83. For more information, go to</li></ul>LINKS TO RELEVANT COVERAGE TO-DATE <br /><br /><br />PRE-APPROVED QUOTES <br />-“This application is great for our on-the-go fans. They will be able to sync with our social media sites and our calendar and never miss an announcement or an event.” –Sarah Rowe, Marketing Agency Representative<br />-“The Track App will hopefully drive traffic to our social media sites and allow our fans to stay informed on what is happening at Charlotte Motor Speedway.” –O. Bruton Smith, Chairman<br />-Additional quotes upon request.<br />Charlotte Motor Speedway, located in Concord, NC, was designed and built in 1959 by current chairman O. Bruton Smith. With a 2,000 acre complex and a capacity of 140,000, this 1.5 mile track is home to the All-Star Race, the Coca-Cola 600 and the Bank of America 500. Building on the basic philosophy of putting fans first, and keeping the competitors in mind, Charlotte Motor Speedway continues to be a leading promoter and marketer of motorsports activities in the United States.<br />
  84. 84. The Speedway Cam<br /><ul><li>Cameras will air footage during race weeks
  85. 85. A special speedway cam will launch in January, showing the construction of the LCD screen at the speedway
  86. 86. Beginning with All Star Race In May, Speedway Cam will be on to capture moments on and off the track
  87. 87. Cameras will be set up in NASCAR village, the infield area, and the garage area</li></li></ul><li>Plan of action<br /><ul><li>Changes to homepage to be made as soon as possible along with the fan forum being integrated in their Facebook page
  88. 88. Changes and improvements to Facebook page, twitter, and YouTube implemented as soon as possible
  89. 89. Speedway Cam viewing of HD screen construction up and running by January
  90. 90. Track App must be fully completed by February 17th and the launch date is planned to be April 17th, 2011
  91. 91. May 14th, one week before the All-Star Race, Speedway Cams will begin showing live feeds from around the track
  92. 92. Social media channels need to be updated daily and blogger posts featuring user-generated content should be posted as often as that content becomes available
  93. 93. In June, after the Coca-Cola 600 is over, the social media campaign should be reevaluated in order to make the best campaign for the Bank of America 500</li></li></ul><li>How campaign fits with marketing efforts<br /><ul><li>Will support the current marketing objectives and ventures of CMS
  94. 94. Increase brand awareness, better the reputation of the speedway, provide fans with accurate speedway information in real time, and encourage fan engagement and interaction with the brand
  95. 95. Emphasizes not only ticket sales but also developing meaningful relationships with their fans
  96. 96. Use feedback to better the brand and increase revenue</li></li></ul><li>Measurement and Evaluation<br /><ul><li>Success specifically measured based on our objectives set for this 6-month long campaign
  97. 97. If there has been an increase in the overall following, interaction, and content generation via social media outlets, then our campaign was a success.
  98. 98. If more people join The Speedway Club, use our corporate functions as benefits to their businesses, or use the speedway to compliment their family life
  99. 99. Success if we connect and create interest among our target audience</li></li></ul><li>Thank you!<br />