Representation for implementing a series of social media brand-specific campaign frameworks for several house brands. (Series 2)

1. Social Media
Strategic Directions Activation
March 2016

2. • Objectives
• Social Roadmap
• Target Audiences
• Channels Lineup
• KPI Milestone Goals
• Measurement Plan
• Getting Started
• Recruiting Fans
• Social Activation
• Expanding Influence
• Planning Calendar
Summary
ver. 290216

3. What Are Our Objectives?
Social Media Strategic Objective
Create an experiential and animated European brand presence
with an engaged consumer audience in support of marketing objectives.
Presence
Community
Experience
Lead Generation
France, Germany, U.K.

4. What Will Social Media Look Like?
Activation
Follower Recruitment
Snackable Animated Content
Seasonal Promotions
Owned, Earned & Paid Media
Community Participation

5. o Activation of select social media channels to reach a follower base in France, Germany
and the U.K. with residual influence across Western Europe
o The implementation of an editorial and community management oversight
governing process
o Fan Follower Activation campaign via owned and paid media
o Content modeling to produce snackable, engaging “micro-moment”
shareable experiences
o A Fan UGC contest promotion to bring the social channels to life
o Alignment with annual marketing and promotion initiatives to serve the needs of the
community
o Active Community Management to engage followers and to continuously reinforce an
animated brand experience

6. Who Will We Target?
Performance Enthusiasts
Outdoors Enthusiasts
Farming Industry

7. Persona Mapping (Four Core Segments)
The Thrill Seeker The Farmer The Outdoorsman The Casual Weekender

8. The Thrill Seeker
RECREATIONAL PERFORMANCE AUDIENCE
Thrill Seekers are adventurous. They like to take risk and challenge the status quo and all
things that are mundane. They are open to and like to try new things.
Location
France (60%) , Germany (40%)
Socio-Demo Target
Male, 13 – 44 years old, largely blue collar professions. Key Need: dependable, reliable
high-performance all-terrain offroad vehicles.
Motivators
They are highly passionate off-road riders of ATVs and 4x4 quads. They crave the
excitement and exhilaration personalized motorsports offer. By nature they are
comfortable with speed, dirt and mud. This group includes both active youth riders and
older adult riders who have grown into the sport from a young age.
Purchase Drivers
Performance. Quality. Durability. Design Aesthetics.
Facebook Affinities
James Stewart, Ken Block, KTM Factory Racing, Monster Energy, and Alpine Stars are
among the most popular Facebook Fan Pages.
Key Research / Shopping Behaviors
Spends more time online than other Can-Am personas. Web, online product reviews
on 3rd party sites, blogs or user group sites, and print magazines are among the top
research sources. More technologically and mobile savvy (Android and iPhone
ownership). Trusts the advice of riding peers.
Photos, video, group chat messaging, music and apps are core to his digital identity.
1
Persona Mapping
France . Germany
all terrain vehicle, off-roading

9. The Farmer
WORK UTILITY AUDIENCE
Farmers are Self Starters and have the energy and drive within themselves to make
things happen. They usually don’t wait for direction from others. They are pro-active
and self-motivated. They usually don’t need or ask for permission or approval. They
often make things happen – for themselves, for others or for the project at hand –
without having to be asked or told what to do.
Location
U.K. (39%), France (29%) , Germany (32%)
Socio-Demo Target
Male, 18 – 64 years old, farming is his profession. Key Need: dependable, reliable, and
multi-functional (all-purpose) all-terrain vehicles.
Motivators
They work hard from dawn through to dusk and need easy, reliable and adaptable
transport to get the work done. ATVs and Quads are simply valued additions to his tools
of the trade.
Purchase Drivers
Quality. Durability. Tough. Adaptability.
Facebook Affinities
Strong affinities include Bauern-Videos, as well as Traktorpool, Profi, Agritechnic, Top
Agrara, and Landwirt.com are among the most liked agricultural Facebook Fan Pages.
Key Research / Shopping Behaviors
Trusts the advice of other local farmers. May frequently use the Internet to research
sizeable new purchases. Window shops before making a commitment to purchase.
May be on Facebook, but its more likely his wife who is a life partner and trusted source
of information and influence.
Photos, video, farming topical websites and forums are core to his digital identity.
2
Persona Mapping
France . Germany . UK
all terrain vehicle, farmer, farming

10. The Outdoorsman
RECREATIONAL UTILITY AUDIENCE
Outdoorsmen are Wonderers who have an innate curiosity. They often don’t accept
things at face value. They are interested in many things and want to know more about
them. They can ask lots of questions to learn more about that which surrounds them.
Location
U.K. (60%), France (30%) , Germany (10%)
Socio-Demo Target
Male, 18 – 64 years old. Professional and blue collar workers. Key Need: dependable,
reliable, and multi-functional (all-purpose) all-terrain vehicles.
Motivators
They are active outdoorsmen who love to go to the extremes in the wild. Whether it
means spending time in the mountains or rocky highlands or down in the countryside
pursuing his love for everything outdoors, he is active and vigilant in going places where
other vehicles would have a hard time keeping up and needs a vehicle to match his
lifestyle and ambitions.
Purchase Drivers
Quality. Durability. Tough. Adaptability. Comfort. Price.
Facebook Affinities
JOE.co.uk , James Stewart, Dapper Laughs, On The Tools, and the LAD Bible are among
the most popular Facebook Fan Pages.
Key Research / Shopping Behaviors
Trusts the advice of friends and peers. Is active using the Internet to research new
purchases. Compares options before making a commitment to purchase. He is likely to
visit the manufacturer website, forums, blogs, and other consumer websites to obtain
information.
Photos, videos, blogs, and forums are core to his digital identity.
3
Persona Mapping
France . Germany . UK
all terrain vehicle, outdoors

11. The Casual Weekender
RECREATIONAL LEISURE AUDIENCE
The Casual Weekender are Movers who are energetic, dynamic people. They seem to
have limitless energy. For some, their energy comes from within. For others, it comes
from being around others. Movers rarely sit still. They have little patience for slow,
drawn-out life events. They usually embrace change.
Location
France (66%) , Germany (44%)
Socio-Demo Target
Male, 24 – 64 years old. Blue collar worker. Married. Key Need: an all-terrain vehicle
that can go places off-road, and which can handle varying environmental conditions
from low to extreme.
Motivators
They are off-road and outdoor enthusiasts with an independent and adventurous spirit.
Frequent tandem and side by side riding with wife, family and friends.
Purchase Drivers
Comfort. Quality. Durability. Tough. Price.
Facebook Affinities
James Stewart, Honda Motorcycles & ATVs, Alpine Stars, Red Bull are among the most
popular Facebook Fan Pages.
Key Research / Shopping Behaviors
Like the Outdoorsman, he trusts the advice of friends and peers. Is active using the
Internet to research new purchases. Compares options before making a commitment to
purchase. He is likely to visit the manufacturer website, forums, blogs, and other
consumer websites to obtain information.
Photos, video, messaging, music and apps are all core to his digital identity.
4
Persona Mapping
France . Germany
all terrain vehicle, off-roading, married

12. Where Will We Engage?
Facebook Social Hub
YouTube
Instagram
Google+

13. 2016 Channel (Platform) Evaluation
Facebook Twitter Instagram Google+
Purpose & Use
• Social hub & community
• Animated experiences
• UGC Fan experiences
• Managed promotions
• Engagements, sharing,
community building, and
assisted lead generation
Purpose & Use
• Not a channel with
sufficient regional
community interest at
the moment
• Keep it on the radar and
randomly monitor the
conversation
Purpose & Use
• Use corporate profile
photo assets for FB
content marketing
• Cross-promote Global
channel and share
content with FB
audience
• Seek European content
posting opportunities on
corporate profile
• Test, measure and
analyze benefits for
targeted Ads to
European audiences
Purpose & Use
• SEO benefits
• Activate profile and re-
purpose FB content for
added search discovery
• Use photo album and
collections features
• Maintain hosted video
library
• Measure influence and
learn
• Re-visit channel purpose
in Q4 for 2017
YouTube
Purpose & Use
• Combine UK & FR
Channels into one
master existing
European Channel
• Leverage for SEO benefit
& video library in one
central place
• Leverage for organic
video discovery
• Groom videos into
appropriate language
playlists
• Cross promote channel
for added subscribers
and views with Facebook
Fans

14. Comparative Landscape Snapshot
Brand / Channel TGB Polaris Yamaha Kymco CF Moto
Facebook 85 (UK)
931 (UK)
6.411 (FR)
2.074 (DE)
motorcycles
2.931 (UK)
7.685 (FR)
1.557 (DE)
Twitter -- 5.073 (UK) motorcycles -- 96 (DE)
YouTube --
17.665 (Global)
205 (DE)
motorcycles 150K Views (FR) 42 (DE)
Instagram -- -- -- --
Google+ -- -- motorcycles -- 51 (EU)
(European Social Presence & Followers )

15. How Will We Determine Success?
Fan Growth
Engagements
Community Participation
Assisted Conversion
Greater Reach > Greater Engagements > Greater Fans > Greater Web Traffic > Greater Leads

16. Goal
Setting
2016
Fan
Count
Weekly
Fan
Growth
Total
Owned
Posts
Post
Consumption
(All Clicks)
Post
Amplification
(Shares)
Post
Conversation
(Comments)
Post
Applause
(Likes)
Organic
Post
Reach
Paid
Post
Reach
Total
Post
Reach
Page
Engagement
Rate
Assisted
Web
Traffic
Can-Am
Off-Road
10.000 250 240 72.000 4.800 2.400 48.000 500.000 1.000.000 1.500.000 +6,00% TBD
2016 –KPI / Metric Annual Target Goals
Effective Page Reach ER formula = daily page engaged users / daily page content reach (unique users) – Avg. Facebook Page Reach ER: 6,27% of people reached – Aug. 2015 Locowise
December 2016
KPI Metric Targets should only be considered initial targets and would be re-evaluated based on the first full 90 days of actual benchmark performance.

17. 2016 - KPI Target Goals
Grow a Facebook Fan Base to
10.000 Fans in 2016
- Leverage viral reach of organic Post &
community engagements
- Leverage Promoted Posts & FB Like Ads
- Leverage FB Re-targeting Ads and email list
custom audiences
- Leverage Fan Page promotion campaigns
- Leverage social plug-in Fan Likes from
Can-Am country websites
- Leverage European Fans of Corporate
Fan Page
Reach – Engagements – Fan Count – Conversions
FAN
BASE
GROWTH
0
2000
4000
6000
8000
10000
Mar. Dec.

18. 2016 - KPI Target Goals
Grow Facebook
Page Engagement Rate
to +6.0% in 2016
- Leverage an optimized animated content
mix for maximum interactions and share-
ability
- Leverage content resonance trends into
virility for active posts & campaigns
- Leverage UGC and Fan enthusiast support
for greater influence and impact
Reach – Engagements – Fan Count – Conversions
FAN
ENGAGEMENTS
Daily Page Engaged Users
(clicks, likes, shares, comments)
Daily Page Total Reach
= Page Engagement Rate
(unique users)
0.00
2.00
4.00
6.00
Q1
Q2
Q3
Q4
Effective Page (Reach) ER formula = daily page engaged users / daily page content reach (unique users) – Avg. Facebook Page Reach ER: 6,27% of people reached – Aug. 2015 Locowise

19. 2016 - KPI Target Goals
Grow Facebook Post Reach
Average QoQ by 50% in 2016
- Leverage an optimized organic / spend
ratio mix for total post reach impact
- Leverage organic post reach and post
virility from active engagements and
promotional campaigns
Reach – Engagements – Fan Count – Conversions
ORGANIC
POST
REACH
2000
3000
4500
1000 2000 3000 4000 5000
April
Q2 2016
Q3 2016
Q4 2016
Average Organic Post Reach
Organic Reach and not Paid is the best indicator for how well content is resonating with targeted audiences

20. How Will We Measure Success?
Measure
Report
Analyze
Adapt
Improve
Repeat

21. Measurement Plan - Five Step Model
1. Measure
Customer actions & influence
2. Report
Document performance & results
3. Analyze
Qualify what and why thru segmentation
4. Adapt
Learn and evolve
5. Improve
Develop best practices
METHODOLOGY • Campaign
Performance
• Content Resonance
• Device & Screen
Preferences
• Geography
Considerations
• Customer
Characteristics

22. Social Media Goals
AWARENESS – COMMUNITY – EXPERIENCE - INFLUENCE - CONVERSIONS
KPIs & Tactics
Increase Reach (Owned, Earned & Paid Media) Engagements (CX) Fan Count Assisted Conversions
Audience Targeted Profiling Content & Campaigns New Audience Targeting Website Landing Page Traffic
Metrics &
Targets
Metric
Avg. Organic
Reach
2016
Target
55.000 / month
(500.000)
Facebook Insights
Metric
Avg. Paid
Reach
2016
Target
110.000 / month
(1.000.000)
Facebook Insights
Metric
Avg. Total
Reach
2016
Target
165.000 / month
(1.500.000)
Facebook Insights
Metric
Avg. Social
Interactions
2016
Target
6.100 / month
(55.200)
Facebook Insights
Metric
Avg. Daily Reach
Engagement Rate
2016
Target
+6,00%
Facebook Insights
Metric
Avg. MoM
Fan Base Growth
2016
Target
250 / week
(10.000)
Facebook Insights
Metric
Assisted Web
Traffic
2016
Target
TBD
Google Analytics
Metric
Assisted
Conversions
2016
Target
TBD
Google Analytics
Segments
Can-Am Europe Facebook Page
France Germany United Kingdom
French German English
Recreation Performance Work Utility Recreation Utility Recreation Leisure
Desktop Mobile Desktop & Mobile
Facebook Measurement Plan
Targets can be adjusted and re-aligned to actual market and execution dynamics. Segmentation designed to continually measure & optimize page performance.
KPI Metric Target performance based on 9 months of activity.

23. Where Do We Get Started?
Profiles Setup
Facebook Page Setup
YouTube Channel Consolidation
Google+ Reactivation
Ad Budget Allocation

24. Getting Started
o Build the Social Media Hub on Facebook
o Steps include: Company page setup, cover photo, profile picture, profile information,
links to other key channels and website, and appropriate content tabs and apps
o Get the Page verified, select the username and the URL of the Page
o Make the Page visually stimulating and consumer facing through the use of the
Cover photo and profile picture
o Re-direct European Country Website Facebook Social Plug-Ins to new Facebook Page –
and promote the new Facebook Page presence on home page with website banner
o Develop at least one week’s worth of content in advance to begin populating the page
with Posts once it goes live
FACEBOOK
PAGE
SETUP

25. Getting Started
YouTube
o Combine YouTube Country Channels (UK, FR) into one (existing) European Channel
o Optimize channel for SEO benefit and groom videos into master playlists by language, vehicle
type, personas
Google+
o Re-activate European Google+ profile
o Set-up, customize and SEO groom the Page with profile photo, tagline, company background, link,
contact information and verify the Page
o Upload relevant and active photos and videos to appropriate tabs
YOUTUBE
&
GOOGLE+

26. Getting Started
Facebook Page Execution
o Advertising (Campaigns Setup)
- Page Like Ads (photo use selection)
- Carousel Format Ads (photo selection and storyline for each persona type)
- Dynamic Product Ads - retargeting (product catalog + USPs + website Facebook Pixel for all
desired trackable landing pages)
- Website Conversion Ads (Facebook Pixel installed on desired confirmation landing pages)
- Opt-In Lead Ads (lead capture form for newsletter signups)
- Custom Audiences setup (segmentation of audiences into personas, interests, lookalike, email
lists, et al for all active paid campaigns)
- Media Budget and Media Plan
o Organic Posts
- Audience Optimization setup by persona for future use with organic and promoted posts
- Review of all digital assets (photo and video) and re-archived into persona matching segments
DIGITAL
CONTENT
ASSETS
Core Requirements

27. Getting Started
Website
o Website Banner to highlight and promote new Facebook Page
o Social plug-ins redirected to new FB Page and consolidated YouTube channel
Email
o Promotion announcement element to highlight existence of new Facebook Page and
consolidated YouTube channel
o Embedded social plug-ins within master email templates with CTA to Fan or subscribe
social media profiles
Hashtag Use
o Develop a consistent hierarchy and naming convention for hashtag use with all posts per each
persona to track and measure performance
DIGITAL
CONTENT
ASSETS
Core Requirements

28. Getting Started
RAID Can-Am 2016 – 8th edition – France
o Post-produce a series of short ‘aspirational’ micro-moment (native) Facebook Video Posts (15 to
30 seconds each – action + text overlays + music + logo + CTA + fade ) for targeted personas
produced in similar 2015 editing style from pre-existing or new video footage
- Call to Action: aligned to primary objective with a link to a Landing Page to Learn More, Sign
Up, Download, or Watch More
o Segmented CRM Email list for use with building Custom Audiences on Facebook
o Page Post Content – pre-event promotion anticipation / awareness action photo posts + series of
best daily action photo updates collected from the racing circuit each day
o Website Event Landing Page
o Post-event video highlight reel for YouTube and Facebook posting
DIGITAL
CONTENT
ASSETS
13 March thru 20 Mar2016

29. Getting Started
Retail PAC / Warranty Promotion
o Multi-lingual assets for designated countries
o Series of short ‘aspirational’ Facebook Video Ads (15 to 30 seconds – action + logo + CTA + fade –
voiceover optional) for targeted personas using highlighted eligible models post-produced from
lengthier videos and/or photo assets
- Call to Action: directing engaged users to a Landing Page to Learn More, Sign Up, Download, or
Watch More
- CRM Email list for use with building Custom Audiences on Facebook
- Page Post Content – series of visual photo lifestyle story posts aligned with targeted persona
aspirations + pure promotion CTA offer photo posts + optional sweepstakes tie-in promotion offer
posts
o Website Banner Promotion, Promotion Landing Page, CRM campaign tie-ins
DIGITAL
CONTENT
ASSETS
15 March thru 30 April 2016

30. Getting Started
Due to starting from point zero, early efforts will have to be driven
with a modest advertising budget to initially lure Fans to the
Facebook Page. As organic growth starts to take hold, advertising
can be scaled back and optimized into a more efficient mix of
organic versus paid growth.
Initiatives will align to budget parameters, but the social media Ad budget needs to be defined before
strategy can be activated and in order for the tactical planning and execution to be activated.
AD
BUDGET
CONSIDERATION

31. How Will We Find Fans?
Facebook Advertising
Engagement Campaigns
CRM & Websites
Community Building

32. Fan Acquisition
o Once an advertising budget is defined, Fan acquisition can begin with optimized
Facebook Like Ads
o Categorical audiences will be targeted to reach personas for off-road recreational and
utility vehicle interests related to ATVs, UTVs, SSVs, 4x4 quads, motocross, and more
o Country targeting will align to vehicle emphasis for each selected region (utility only for
the UK -- and recreational + utility for France and Germany)
o Additional optimized geo-targeting will be placed recruiting European audiences of the
Corporate Can-Am Facebook Page – as well as Lookalike Audiences of competitive
Pages
FACEBOOK
ADVERTISING

33. Fan Acquisition
o Boosted and Promoted Post Ads will be used as content begins to populate the Page,
optimized and targeted to similar audiences used for Page Like ads (repetition and
frequency) in addition to Fans and Friends of Fans
o Facebook Video Ads with a Page Like CTA will be used as part of the overall advertising
mix to leverage a more highly visual and engaged medium
o Custom Audiences will be used with Facebook advertising using the Can-Am email
database
o Custom Audiences will also be used to re-target Can-Am website visitors (Facebook
Pixel code snippet must be added to website)
FACEBOOK
ADVERTISING

34. How Will We Activate?
Community Building
Visual Storytelling
Optimized Audiences
Engagement Campaigns

35. Activation via Priorities
o Without Fans, there is no Facebook Fan Page – therefore a major emphasis has to be on building
and growing a reasonable sized Fan base in the early months
o Content modeling and content posts aligned to targeted personas will reinforce community
interests
o Development of highly visual and animated, snackable micro-moment content campaigns will
keep Fans engaged
o Creation of a posting schedule optimized with the right balance and mix for frequency versus
reach versus engagement versus promotion versus call to action will maximize post value and
influence
o Activation of Google+ leveraging Facebook content will lead to greater search and reach benefit
o Continuously measuring and applying continued learning and best practices will allow the
initiatives to continually adapt and evolve
STRATEGIC
EXECUTION
Priorities Will Drive Strategic Directions

36. Activation via Targeting
o Geo-targeted and audience optimized targeting for all posts based on identified personas
o Frequent split multivariate A/B testing using custom audiences for paid campaigns to realize
maximum performance efficiencies
o Advance weekly/monthly scheduling and calendaring of all planned posts to map content
publishing to desired impact for each persona reach and influence
o Continued adaptation from collective leanings through measurement and analysis
o Google Analytics UTM campaign tracking for all linked posts and Ads directed to designated Lead
Generation landing pages for deeper knowledge and understanding
AUDIENCE
TARGETING
Optimized Targeting Will Drive Reach & Influence

37. Persona Target
Identity Traits
Visual Cue
Identifiers
Message Cue
Identifiers
Social Object
Creation
Optimized
Distribution
Analytical
Common
Center
Creative
Events, Campaigns,
Weekly Engagements
Activation via Content Modeling
Page Content Will Drive Community

38. Activation via Distribution
o Continually ceate a series of highly visual lifestyle content campaigns optimized for each target
persona to raise awareness, aspiration, community, advocacy and evangelism
o Leverage an optimized weekly content publishing schedule with frequent Promoted and Boosted
Posts targeted to highly optimized socio-demo Facebook audiences
o Publish content for maximum investment value using a staggered re-purposed distribution
schedule to increase reach and influence with the widest possible audiences for each and every
post
o Follow a 4:1:1 posting strategy to keep Fans engaged leveraging (4) lifestyle experience (family,
action , location, fan) visual posts to every (1) vehicle highlight post and (1) CTA post
o Leverage Corporate (Instagram) profile for Facebook content needs and find European audience
opportunities via Instagram advertising to promote the European Facebook Fan Page
Publishing Will Drive Content Consumption
CONTENT
PUBLISHING

39. Activation via Community
o Create a highly engaged community through the active and continuous solicitation of UGC across
each identified user persona
o Develop and execute a Facebook UGC Photo Contests within 30 - 90 days of the Page going live
to stimulate additional Page awareness and Fan Likes, and to begin activating the community with
animated Fan and enthusiast content
o Engage and interact with community through ongoing active appreciation and discussions
o Continually evolve with flexibility to adapt to Facebook Fan community needs, wants and desires
as demonstrated through active community participation
COMMUNITY
PARTICIPATION
UGC Will Drive Active Community Participation

40. Activation via Promotions
o Goal: create anticipation, excitement and aspiration within a targeted Facebook community
audience surrounding the RAID Can-Am 2016 event
o Produce a series of short-form pre-event highlight videos to showcase and highlight the event
with a CTA aligned to a primary objective
o Post a series of daily event highlights using high-visual and action oriented photography –
leverage posts as early engagement content for Page activation
o Produce an event recap highlight reel and post accordingly to YouTube and Facebook (post on
Facebook in native video [MP4] format)
o Use opportunity with any planned CRM email highlights to cross-promote new Facebook Page
with embedded social plug-in and a CTA to Like the Page
OFFROAD
LIVE
ACTION
RAID Can-Am 2016 Event

41. Activation via Promotions
o Goal: create awareness, lead generation and conversion within a targeted Facebook community
audience surrounding the active consumer promotion
o Produce a series of short-form aspirational video Ads to showcase and highlight eligible models
with CTA (landing pages)
o Post a series of lifestyle action oriented posts mapped to personas using a campaign promotion
hashtag and CTA link – leverage posts as early engagement content for Page activation
o Develop an additional series of promotional posts and optimize balance and mix of promotional
posts into the editorial calendar with other non-promotional content
o Selectively Promote Posts that are performing well for added reach and influence and develop a
mix of Facebook Ad campaigns highlighting PAC / Warranty offers for new and trade-in sales
o Use opportunity with any planned CRM email promotion to cross-promote new Facebook Page
with embedded social plug-in and a CTA to Like the Page
SPECIAL
CONSUMER
OFFERS
Retail PAC / Warranty Promotion

42. Activation via Promotions
What’s Your Offroad Adventure?
• Goal: Launch the Facebook Page with a Sweepstakes
• Drive Page awareness and Page Likes while creating greater reach and
influence for the Retail Promotion
• Active Campaign Period thru Retail Promotion Period
• Promoted to all Off-Road enthusiasts and owners with targeting for
France, Germany, U.K.
• Targeted FB Ad, Email and FB timeline promo support
• As a Sweepstakes, contest entries are validated after Liking or Voting
on a specified Post
• Contest winners are awarded based on random drawing
• (1) Grand Prize winner (TBD) with (2) consolation prize (TBD) winners
• Additional random drawings for PAC gift card awards of modest but
desirable value should be offered as added incentives
• #CanAmAdventure or other thematic hashtag use
• Must be open to general public and all enthusiasts (Fans and non-
Fans)
Facebook Launch Sweepstakes

43. Activation via Promotions
0 to 60 kph - What’s Your Passion?
• 3-Month Campaign Period
• Promoted to all Off-Road enthusiasts and owners with targeting for France,
Germany, U.K.
• Targeted FB Ad, Email and FB timeline promo support
• Shared Can-Am owner stories posted to the Facebook Contest App with 60
word or less description of their favorite Can-Am photo or off-road experience
photo
• Most appealing submissions re-posted to Facebook Page timeline using
persona optimized targeting to showcase community with similar audiences
• Contest winners are awarded based on total number of shares, likes and
comments their entries receive encouraging entrants to share the love and
virility of their submission
• (2) selected winners each month (PAC accessories, Go-Pro cameras, other)
with a Grand Prize (TBD) at the end
• Additional PAC gift card awards of modest but desirable value should be
offered as added incentives
• #CanAmPassion or other thematic hashtag use
• Entries qualified after Photo submission with hashtag to a pre-chosen
App or Tab campaign destination
• Must be open to general public and all enthusiasts (owners & non-owners)
Campaign Details
Requirements:
• Campaign & App platform (third-party) with campaign
reporting
• FB ad budget
• Optimize for mobile
• Contest hosting landing page (entry & prize info,
submission form, share buttons and FB comments
capabilities)
• Home Page banner promotion
• Each entrant must provide a complete release with photo
use rights disclaimer
• Acknowledgement that the promotion is not sponsored or
endorsed by Facebook
• A user’s personal timelines may not be used for promotion
(example: “share on your timeline to enter,” or “share on
your friend’s timeline for another chance to win”)
UGC Community Photo Contest

44. How Will We Create Momentum?
Iterative Planning
Page Execution
Learned Best Practices
Measurement
Adaptation

45. Community Management Roles
Building An Active & Engaged Fan Base
Community Management
Social Profiles Updates
crafting posts
& comments
Community Engagement
follows, mentions,
dialogue, comments
Community Building
audience outreach
& acquisition
Research & Planning
align strategy with content
& editorial calendar
Ideation
tactical planning
& defining best practices
Content Aggregation
reading RSS feeds, filtering
& sharing
KPI Measurement
weekly performance
measurement & reporting
Listening & Monitoring
tracking brand, influencer, competitive
& keyword mentions
Relationship Building
influencer research, outreach
& recruitment
Advocacy
relationships with high
engagement followers
Brand Awareness
forum & group research
& participation
Experimentation
continued exploration of
changing trends & practices

46. Facebook (PAGE Execution)
Post Publishing
• Publish posts on a consistent schedule
with optimum frequency.
• Goal should be a minimum of 1x
owned post per day in each language
minimum to build overall reach and
influence.
• Ideally, 2x (owned) per day scheduled
during weekdays and once each
weekend day is optimum.
• Continually measure and adapt
leanings on a quarterly, iterative
content planning cycle.
• An ongoing effort should also be in place to support unofficial
Can-Am Off-Road enthusiast communities, groups and clubs –
as well as other Pages who post Can-Am content
• Sharing and tagging posts from these destinations will increase
reach and engagements while ensuring fresh content is always
in the top of the newsfeeds of Fans and enthusiasts
Building Best Practices

47. Facebook (PAGE Execution)
Post Scheduling
• Monitor post scheduling. Continually
adjust for optimal times for when
Fans are online.
• Bottom line: if the page post is not at
the top or near the top of the Fan
newsfeed, the post likely will go
unnoticed with no realized benefit.
• Fans do not visit FB pages once liked
– practically all engagements occur in
the newsfeed.
More posts and the advance scheduling
of posts at optimum times will make the
Page come alive – impact should be
instantaneous.
Facebook Insights: When Fans Are Online
Scheduling Tools such as Buffer, HootSuite, Post
Planner and more.
Statistics reveal interaction rates on weekends is typically 14.5% higher than weekdays.
Building Best Practices

48. Facebook (PAGE Execution)
StaggeredPostDistribution
• Goal - leverage the editorial calendar
to turn a single post into 2 posts
• Supports content publishing needs
• More value – same investment
• Single Posts scheduled and staggered
into multiple day & time slots for
maximum reach, impact and
influence
• Fans are creatures of habit for when
they are online which prevents many
posts for being unseen
• Using slightly modified leader text for
the same visual post ensures content
is fresh and is served into as many
Newsfeeds as possible
Building Best Practices
Campaign: Spyder
Experience Tour
Time Mon Tue Wed Thu Fri Sat Sun
Post #1
Post #2
Post #3
Post #4
Post #5
Post #6
Post #7
8:00
AM
Post #1
Ver. 1
Post #3
Ver. 1
Post #2
Ver. 2
Post #5
Ver. 1
Post #4
Ver. 2
Post #6 Post #7
4:00
PM
Post #2
Ver. 1
Post #1
Ver. 2
Post #4
Ver. 1
Post #3
Ver. 2
Post #5
Ver. 2
-- --
• Creative scheduling enables 1 post to become 2 for the same investment
• Greater reach is achieved with unique online audiences which leads to greater overall influence
• Added benefit is that we can do more with less relative to content needs

49. Master Planning Calendar
Six Month View

50. September
Planning
August
July
June
May
April
March
Profiles Setup
Activation
committee
CTA Promotion
Editorial committee
Monthly KPI Analysis
CTA Promotion
Editorial committee
Monthly KPI Analysis
What’s Your Passion? UGC Photo Contest
Media Plan
Launch
Editorial committee CTA Promotion
Monthly KPI Analysis
CTA Promotion
Editorial committee
Monthly KPI Analysis
CTA Promotion
Editorial committee
Monthly KPI Analysis
Sweepstakes
RAID
Can-AM
2016
Retail Promotion
Editorial Persona Campaign Animation
Content
Modeling