social strategy

SOCIAL STRATEGY

INDEX

0. BUSINESS HIGHLIGHT

1. CUSTOMER COMMUNITIES

2. CUSTOMER JOURNEY

3. CONTENT CALENDAR

4. SOCIAL KPIs

0.BUSINESS HIGHLIGHT

We’re leaders amongst all users

Brand Health All Adults (2011)

Brand Stature(Esteem & Knowledge)

Brand Strength

(Ene

rgize

d Diffe

renE

aEon

& Relevance)

100

50

0 10050

But notdifferen>ated or relevant enough for Young Adults

Brand Health All Adults (2011)

Brand Stature(Esteem & Knowledge)

Brand Strength

(Ene

rgize

d Diffe

renE

aEon

& Relevance)

100

50

0 10050

On 2015 we’re launchingthe only LAMS Our Brand, Our Brand,

being YA the target market

YA are 2/5 of our total first buyers

39%

10%

51%

Source: “2014 Marke1ng Plan, Our Brand”

Mature Male (+35)Mature Female (+35)YA (18-‐34, Male & Female)

First Time Our Brand Buyer 2013

HIGHLIGHTIncrease

brand health -‐ Differen>a>on &

Relevance -‐ among YA

& Mature Women

COMPANYOur key growth factor in our por\olio is the introducEon of the new LAMS Our Brand and the trend from male and female owners towards the A

model. B is big in male and C in female customers.

CATEGORYWe are not differenEated

amongst YA. We are in the Classic cruiser motorcycle sub-‐cluster, which is different from the Sportbike sub-‐cluster, where brands like

E and B are leaders.

CHANNELSOur dealers are trusted by our

users. Core Owners and Sleepers can relate, but Young Adults and Mature Women feel they can be too inEmidaEng or old (YA).

They are also too sprawled out and don’t like them dealing with other

brands.

CONSUMERThe prospects whose growth objecEve is higher are Young Adults (+g%) and Women (+f

%).

Our Brand Health is poor amongst YA.

COMPETITIONBRAND HEALTH: We are leaders in

posiEoning amongst all users. Amongst Young Adults, B and A have more Brand Strength (Difference & Relevance) and D and E are close in Brand Stature (Esteem &

Knowledge).

DIGITAL HEALTH: Our compeEtors in the Classic Motorcycle cluster have small visibility, while our compeEtors in the Sports Bike have an un-‐differenEated

strategy based in flashy brand promoEons and events.

1.CUSTOMER COMMUNITIES

How can we become more Differen>ated & Relevant...

...without disenchan)ng our different customer communi1es?

Riders don’t choose a motorcycle brand only for it’s product adributes, but also because of who it is associated with -‐ specially Male YA

“You can tell a type of person by the type of vehicle they drive”

25.5%

18.3%

23.7%21.6%

27.2%25.1%

36.6%

20-‐34 male20-‐34 female35-‐49 male35-‐49 female50-‐64 male50-‐64 femaleTOTAL

Index 144

“Who drives a Our Brand?”

Source: Roy-‐Morgan, 2014, Australia

In Australia, one of the main barriers for YA, Mature Women & Sleepers

is associaEng Our Brand with Outlaws*

Source: “2014 Marke1ng Plan, Our Brand”

How can we make YA & Mature Women proud of who Our Brand represents?

(or how to be more relevant to their culture)

Finding: There are common traits in

YA, Mature Women & Sleepers’ beginning of the Customer’s Journey

(Core Owners life already gravitates towards the motorcycle life)

*one of the main barriers for our customers is that they are heavy and difficult to handle

Neither of them are specifically looking for the need of MOBILITY*

Or only the need for SPEED**Sleepers worry Our Brand don’t have enough performance in comparison with other compe11ve offerings that are cheaper and have be`er technology.

What our customers are looking to sa1sfy is the need of RIDING IN THE OPEN

For them,riding is a medium through which they can BREAK FREE

STAGE 1: ASSOCIATION

Sense of independence

Sense of empowerment

New life stage

Fear of riding alone

Unsafe

Selfishness

I need to break free from expecta>ons and follow my own path

-‐ joining an alterna)ve riding community looks like a good start

I need to break free from female stereotypes and empower myself

-‐ joining female like-‐minded riding community looks like a good start

I need to break free from responsibili>es and be free like when I was young

-‐ joining younger buddies on X looks like a good start

DESIRED RESPONSE + PRIMARY

DRIVERS -‐ PRIMARYBARRIERS

Sense of independence

Sense of empowerment

New life stage


Unsafe

Selfishness

I need to break free from expecta>ons and follow my own path

-‐ joining an alterna)ve riding community looks like a good start

I need to break free from female stereotypes and empower myself

-‐ joining female like-‐minded riding community looks like a good start

I need to break free from responsibili>es and be free like when I was young

-‐ joining younger buddies on X looks like a good start

Associate riding with breaking free from social embeddedness and physical

environments through riding

Start your own way

Be alone or at risk

+ -‐

STAGE 1: ASSOCIATION

CONCEPTS ASSOCIATED WITH BREAKING FREEH-‐D USA -‐ Stereotypical Harley

MasterCard -‐ Acceptance Ma\ers

Levi’s -‐ We are all workers

Break free from STEREOTYPES

Break free from STATUS QUO

Nissan -‐ Passion Genome

Break free to unite PASSION CIRCLES

Break free from gay PREJUDICES

We encourage freedom by prompEng a movement to break free from embededness (social & physical)

A concept open enough for lifestyle contents.

Breaking Free Movement

A concept that makes our customers understand where they & others come from (and what the brand represents)

bonding in a way that makes us more Differen>ated & Relevant

with each culture

Breaking Free Movement

How can we develop a single associa>on with so many brand interpretaEons?

ICONTRUE

INVENTIVEUNIQUE

BONDBROTHERHOODBELONGING

ALWAYS THERE

MUSCLELOOKPOWERIMPACT

FIREAROUSEEXCITEINSPIRE

REBELFREEDOM

INDEPENDENCEATTITUDE

Source: “MarkeEng Strategy Summary” 2012-‐2016, Our Brand

If the campaign was a journey in a spaceship, the “Breaking Free Movement” would be the living room of specific interpretaEons that also have their same bedroom:

ICONTRUE

INVENTIVEUNIQUE


ALWAYS THERE

Official Our Brand ridersX SITE

(Core & Sleepers)



ALWAYS THERE


New female empowering

Site(Mature Women)

ICONTRUE

INVENTIVEUNIQUE


ALWAYS THERE


(Core & Sleepers)



REBELFREEDOM

INDEPENDENCEATTITUDE


ALWAYS THERE


New female empowering

Site(Mature Women)

Custom Culture:Y

(YA)

ICONTRUE

INVENTIVEUNIQUE


ALWAYS THERE


(Core & Sleepers)


STAGE 1: DISRUPTIVE MOVEMENTAssociaEon: break free through riding

Personal stories about people in rider communi1es following their own counter-‐cultural path

Personal stories about empowered women combining busy personal life and rider communi1es’ ac1vi1es

Personal stories about mature men star1ng a new life stage and riding with younger buddies

“Breaking Free Movement” disrup1ng stories from:

Sense of indepen-‐dence

Sense of empow-‐erment

New life stage


Unsafe

Selfish

Start your own way

Be alone or at risk

Let me break free! Let me be free to explore who I want to be and go

wherever I want to.

“Let me break free and follow my own path” -‐ and join an

alterna)ve riding community

“Let me break free being myself -‐ not a submissive stereotype”

-‐ and join female riding community

“Let me be wander outside my chains like when I was young” -‐ and join younger buddies on X

+ -‐ ➡ + ROLES FOR COMMUNICATIONS



New life stage


Unsafe

Selfish

Start your own way

Be alone or at risk

❖ +CHANNEL PALETTE

Personal stories about people in rider communiEes following their own counter-‐

cultural path

Personal stories about empowered women combining busy personal life and rider communiEes’ acEviEes

Personal stories about mature men starEng a new life stage and riding with

younger buddies

“Breaking Free Movement” disrupEng stories from:


wherever I want to.






Breaking Free Site is a filter that gets the content from the following channels

Contentalso hosted in the X site

Contentalso hosted in a

Female Our Brand site

Contenthosted hdshed.com

“Y” FB page

FromYA riders

Female YA and Mature Women

riders

X riders

New Plaborms

Instagram images from the characters

Pinterest quotes from the characters

TailorOur BrandFB

Posts

Videos (Digital/TV) : Social Media Posts: Microsites hosts:

+ -‐ ➡ +


YoutubeOur Brand.com

Detailed info.

Brand Videos

WHERE OUR BRAND CAN BE

FOUND

AMPLIFY

Editorial Banners

OWNEDPLATFORMS

CONTENTSTORIES

CONVERSATIO

NS

CO-‐CREATE

AcEviEes Influencers

AMPLIFY

Focus on the CONSUMERS

PinterestOur BrandFacebook

Instagram

WHERE CUSTOMER / FANS LIVES

EARNEDPLATFORMS

E-‐mail Phone

Facebook Twider

ANSWER

Enable trial Enable custom workshops

Sleepers, Core Owners AllMature

WomenYA

Twider

Focus on the BRAND

Female Our BrandSite

X Site Y

“Breaking Free Movement” Microsite filter

Brand Movement, Filter on Rider’s AcEviEes & Customs

Rider’s AcEviEes, & CustomizaEons

Rider’s AcEviEes, CustomizaEons &

LifestyleRider’s AcEviEes, & CustomizaEons

Our Brand

Our Fans Voice: Local 1st, Global 2nd

Our Brand Voice: Global 1st, Local 2nd

YASleepers, Core Owners

Mature Women

Y FB

Trial

FILTER

New Pla\orms

Review

2.CUSTOMER JOURNEY

We recommend a connected campaign

so that our customers can flow avoiding obstacles.

An immersive experience so that the user can

deepen in their interests

“I need to break with what is holding me up.”

“Will I be alone? Will I have the ability?”-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

Associa>on

STRATEGIC PRIORITY

“I need to Break Free -‐ and a ride is just what I need.”

STAGE

CUSTOMER JOURNEY

The path of rebellion, freedom and uniEng through riding


“Will I be alone? Will I have the ability?”

“Like-‐minded riders with amazing Our Brand

rides.”

“Riding Our Brand is for bikers and outlaws.”

“The culture of riding Our Brand is the real thing.”

-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

Associa>on Interest: tangibiliEes

STRATEGIC PRIORITY


STAGE

CUSTOMER JOURNEY





rides.”



“Our Brand is a unique motorcycle that has the

adributes I’m looking for.”

“Heavy, loud and expensive -‐ and bad for

the city.”-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

“There’s a Our Brand

just for me.”

Associa>on Interest: tangibiliEes Desire: emoEons

STRATEGIC PRIORITY


STAGE

CUSTOMER JOURNEY





rides.”






the city.”

“Far away and strange people. Why bother?”-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+


just for me.”

“Let’s see if I can get good advice from Our Brand’s people.”

“I can relate with dealer, they know their stuff.”


STRATEGIC PRIORITY


Ac>onSTAGE

CUSTOMER JOURNEY





rides.”






the city.”

“Far away and strange people. Why bother?”

“Too many group structures!”-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+


just for me.”

“Let’s see if I can get good advice from Our Brand’s people.”

“I love the Our Brand sub-‐culture -‐ and I’d be happy

to say so.”

“I can relate with dealer, they know their stuff.”

“Like-‐minded and helpful groups.”


STRATEGIC PRIORITY


Ac>on Loyalty: recommendaEonSTAGE

CUSTOMER JOURNEY


In this journey, the first stage’s objec1ve is to inspire our users

Personal stories about people in rider communi1es following their own counter-‐cultural path

Personal stories about empowered women combining busy personal life and rider communi1es’ ac1vi1es

Personal stories about mature men star1ng a new life stage and riding with younger buddies

Breaking Free MOVEMENTdisrup1ng stories from:



New life stage


Unsafe

Selfish

Start your

own way

Be alone or at risk


wherever I want to.

“Let me break free and follow my own path” -‐ and join an alterna)ve

riding community



“Let me be wander outside my chains like when I was young”

-‐ and join younger buddies on X

+ -‐ ➡ + ROLES FOR COMMUNICATIONS




New life stage


Unsafe

Selfish

Start your own way

Be alone or at risk


Personal stories about people in rider communiEes following their own counter-‐

cultural path

Personal stories about empowered women combining busy personal life and rider communiEes’ acEviEes

Personal stories about mature men starEng a new life stage and riding with

younger buddies

Breaking Free MOVEMENT disrupEng stories from:


wherever I want to.











“Y” FB page

FromYA riders


riders

X riders

New Plaborms

Instagram images from the characters

Pinterest quotes from the characters

TailorOur BrandFB

Posts


+ -‐ ➡ +


Interest: tangibiliEes -‐ the riding experience

True alternaEve riders & their

machines

SupporEve women groups & their

machines

SupporEve buddy group & their

machines

Old bikies & their

machines

InEmida-‐Eng bikie groups


“Like-‐minded riders

w amazing Our Brand

“Riding Our Brand

is for bikers and outlaws.”

➡ + ROLES FOR COMMUNICATIONS

1. Documentaries about local rides in small alterna1ve rider communi1es.

2. Lifestyle content: ar1sts, concerts, events etc.

1. Documentaries about local rides in female rider communi1es.2. Female rider events

1. Documentaries about local X rides2. X events

Breaking Free COMMUNITIES documents rider ac1vi1es from characters in Stage 1:


“Riding in a Our Brand means true riding -‐ there is where you find the

soul riders”

“Riding with Our Brand IS the thing -‐ and it looks like a safe & exciEng group!”

“Riding an Our Brand with X looks a good place where to connect with younger

buddies .”

+ -‐

STAGE 2: COMMUNITIES


True alternaEve riders & their

machines

SupporEve women groups & their

machines

SupporEve buddy group & their

machines

Old bikies & their

machines



“Like-‐minded riders

w amazing Our Brand

“Riding Our Brand

is for bikers and outlaws.”

➡ + ROLES FOR COMMUNICATIONS ❖ +CHANNEL PALETTE

1. Documentaries about local rides in small alternaEve rider

communiEes.2. Lifestyle content: arEsts,

concerts, events etc.

1. Documentaries about local rides in female rider

communiEes.2. Female rider events

1. Documentaries about local X rides

2. X events

Breaking Free COMMUNITIES

documents rider acEviEes from characters in Stage 1:


“Riding in a Our Brand means true riding -‐ there is where you find the

soul riders”

“Riding with Our Brand IS the thing -‐ and it looks like a safe & exciEng group!”

“Riding an Our Brand with X looks a good place where to connect with younger

buddies .”






“Y” FB page

FromYA riding

Communi>es

Female riding Communi>es

X events

New Plaborms

Instagram images from

lifestyle events

Pinterest inspiring images from female riders and landscape

TailorOur BrandFB

Posts

Blog posts Social Media Posts: Microsites hosts:

+ -‐

Calendar

STAGE 2: COMMUNITIES

Desire: emoEon -‐ motorcycle uniqueness

My powerful beast will set me apart

My fresh machine will turn heads

and show them

Tech. & Heritage is true to my

roots

Difficult to handle, expensive

Difficult to handle, expensive

Difficult to handle, other

compeEEve offers

“Our Brand is a unique

motorcycle that has the adributes I’m looking for.”

“Heavy, loud and expensive -‐ and bad for the

city.”


Stories of powerful motorcycles customized in a trend-‐sejng style

Stories of female-‐friendly customiza1on of motorcycles and the fashion that goes along

Stories of classic / vintage motorcycles that combine technology & heritage

Breaking Free MOTORCYCLESwill filter content of motorcycles seen in the ac1vi1es of Stages 1 & 2

were obtained & customized:

“There’s a Our Brand just for me.”

“Our Brand’s power & custom is what I am.”


“An Our Brand is true and forever”

+ -‐

STAGE 3: MOTORCYCLE

Desire: emoEon -‐ motorcycle uniquenessSTAGE 3: MOTORCYCLE

My powerful beast will set me apart

My fresh machine will turn heads

and show them

Tech. & Heritage is true to my

roots

Difficult to

handle, expensive

Difficult to

handle, expensive

Difficult to handle, other

compeEEve offers

“Our Brand is a unique

motorcycle that has the adributes I’m looking for.”

“Heavy, loud and expensive -‐ and bad for the

city.”



Stories of powerful motorcycles customized in a

trend-‐sevng style

Stories of female-‐friendly customizaEon of motorcycles and the fashion that goes along

Stories of classic / vintage motorcycles that combine technology & heritage

Breaking Free MOTORCYCLESwill filter content of

motorcycles seen in the acEviEes of Stages 1 & 2 were

obtained & customized:




“An Our Brand is true and forever”






“Y” FB page

FromYA

Motorcycles

Female Motorcycles

Core / Sleeper Motorcycles

New Plaborms

Instagram images from customized motorcycles

Pinterest inspiring images

from customized motorcycles

TailorOur BrandFB

Posts

Social Media Posts: Microsites hosts:

+ -‐

Videos (Digital/TV) :

The second stage’s objec1ve is to engage once they are

already looking for us

AcEon: check with experts

Trus\ul & AuthenEc

Women-‐friendly

IdenEfi-‐able

Un-‐idenEfi-‐able, far away

Un-‐idenEfi-‐able, far away

Far away

“I can relate with dealer,

they know their stuff.”

“Far away and strange

people. Why bother?”



Trend-‐seder custom & accessories

Female-‐friendly custom, accessories & fashion

Classic motorcycles that combine technology &

heritage

On every story of Stage 3, original model & accessories are idenEfied:

“Let’s see if I can get good advice from Our

Brand’s people.”

“Our Brand dealers are authenEc & trus\ul. ”

“They know what’s beder for women.”

“Our Brand dealers have experience.”


Direct link to Our Brand site of product review and trial of each original model from

the X site




hdshed.com

CustomizeMotorcycleswith your own ergonomics(see Cycle-‐ergo.com).

New Plaborms

TailorOur BrandFB

Posts

Social Media Microsites hosts:

+ -‐

InteracEve applicaEon:

STAGE 4: CONVERT

Workshops in counter-‐

culture riding communiEes

Loyalty: involvement & sharing

SupporEve small

commuiEes

Relevant in Pop-‐culture, women friendly

Part of something bigger

Too much hierarchies

Don’t want to be seen as a

bikie

Don’t want to be seen as a

bikie

“Like-‐minded and helpful groups.”

“Too many group

structures!”

➡ + ROLES FOR COMMUNICATIONS ❖ +CHANNEL PALETTE

AcEviEes in small alternaEve rider communiEes. Also, lifestyle content: arEsts, concerts, events etc.

AcEviEes / lifestyle of female riders in the rider

communiEes and exclusive female spaces

AcEviEes / lifestyle in X

“Breaking Free Movement” Foster customer loyalty by enabling our users to share their stories and post it in our campaign microsite as well as

our users’ specific sites


to say so.”

“There’s meaning in Our Brand’s alternaEve

communiEes -‐ and I’m happy to share the story”

“Our Brand is a fresh brand relevant in pop-‐culture

-‐ and I’m happy to share the story.“

“I am ‘living the dream -‐ and I’m happy to share the

story.”


+ -‐

STAGE 5: INTEGRATE





“Y” FB page

FromYA riders


riders

X riders

New Plaborms

Instagram images from

riders

Pinterest quotes from

riders

TailorOur BrandFB

Posts


Our Core Owner’sTYPICAL CUSTOMER JOURNEYalready gravitates towards the rider life through X.

DESIRED RESPONSE + PRIMARY

DRIVERS -‐ PRIMARYBARRIERS ❖ +➡ +ROLES FOR COMMUNICATIONS

CHANNEL PALETTE

“I need a meaner machine -‐ and look meaner.”

“The look&feel of Our Brand is unique. It’s a reliable bike I can custom my

way!”➡ MOTORCYCLES

❖ “Breaking Free Movement” motorcycles

❖ Facebook Tailored Posts❖ Website -‐ Product❖ Banners

“Our Brand is too heavy, too loud and too expensive! Just not worth it!”

“Rides could be so much fun with this new bike.”

“The communiEes are full of cool guys where I can go and show-‐off my baby” ➡ RIDING

❖ “Breaking Free Movement” Riding stories

❖ Facebook Tailored posts

❖ X Events

“It’s difficult to get around the city and I don’t have that much Eme to ride.”

“Wait ‘Ell my mates see me.” “The X group is the best group of riders ever.” ➡ FRIENDS

❖ Facebook Tailored posts

❖ X Events

“Too many outlaws and structures to spend my weekend there.”

“I’ll get with the dealers to see what is my best opEon.”

“These guys are just like me.” ➡ DEALERS❖ Our Brand.COM -‐ Trial

❖ E-‐mail

“They are too far away and Our Brand is one of many for them. Why bother?”

“I’m living the legend -‐ and I’m happy to share my lifestyle.”

“The legend of Our Brand is sEll alive.” ➡ INTEGRATE❖ Facebook Tailored posts

❖ X Events

“I don’t want to be one more stereotype.”

AssociaEon: tougher self with a unique motorcycle


Desire: emoEons -‐ tougher in the community

AcEon: check the dealers

Loyalty: involved & sharing

Tribal ascend:Focus on more powerful Our Brand and how these will make them look tougher in the riding community through Facebook and our X site

CORE OWNERGENERAL STRATEGY

6.CONTENTCALENDAR

!!!!!!!!"!INSPIRATION!STORAGE

SOCIAL!MEDIA!PERSONALITY,MATRIX!!!!!!!!"!COMMUNITY!HUB !!!!!!!!"!YOUNGER!RIDER!DOCUMENTALIST

!!!!!!!REAL!TIME!NEWS!&!HELP

Quote!or!post!content!related!to!Harley"Davidson’s!brand!essence!about!freedom,!rebellion!and!the!joy!of!riding!"!with!hashtags

Provide!up"to"date"!global!H"D!News

RT!users!and!engage!with!similar!communiPes

Provide!help!to!the!riders!in!real!Pme

Provide!unique!!insights!on!events,!leveraging!from!other!plaRorms!&!communiPes

Use!a!promoPonal!or!over"friendly!tone

Talk!about!past!developments

Don’t!listen

Copy!content!from!other!plaRorms

Forget!about!the!brand’s!events

Be!self"consciousFoster!culture,!involve!fans

Promote!quick!CompePPons! Create!contests!that!re"direct!you!to!other!plaRorms

Merge!with!the!motorcycle!counter!cultureProvide!“behind!the!scenes”!content!fans!can’t!get! Copy!content!from!other!plaRorms

Be!real,!inspiraPonal!and!HQ Try$to$be$over*friendly$with$other$communi5es

Integrate!into!campaigns Completely!separate!from!the!brand

Document!before!it!happens Document!an!event!aWer!it!has!happened

Leverage!Instagramers!CommuniPesBe$over*friendly$with$other$users$or$communi5es

LOTS,OF,THESE

Promote!useful!app’s Promote!entretaining!app’s

Be!more!than!an!engaging!community,!move!towards!something Use!Facebook!as!a!conversaPon!center

Don’t!be!transparently!obvious,!don’t!shout!as!loudly,!be!authenPc

Use!a!promoPonal!or!over"friendly!tone

Come!from!‘beside’,!not!‘above’!and!be!part!of!the!community

Push!your!products!or!promoPons

Embrace!your!heritage!&!role!in!culture UndisPnguish!yourselves!from!compePPon

Encourage!user!generated!content!&custom!culture

Post!only!HQ!images!of!your!brand

Maintain!a!coherent!image!style Outsorce!images!from!different!H"D!photographers

Answer!asap!your!followers Let!other!users!answer

Create!engaging!stories Write!long!texts!to!entretain

Don’t!say!it,!live!it Focus!mainly!on!your!user’s!city!life

Be!uniquely!random Be!redundant

Engage!with!other!Pinterest!motorcycle!communiPes

Promote!the!customizaPon!of!H"D’s!motorcycles

Thrive!to!mantain!a!coherent!image

Talk!about!other!subjects,!like!romance

Use!pictures!that!are!not!inspiraPonal

Post!pictures!only!of!one!subjectEmbrace!your!history!and!cultural!role

Create!different!boards,!like!riding!accessories!and!lifestyle

Post!influencer's!quotes!on!freedom,!rebellion!or!motorcycling

Be!self"centered

LESS,OF,THESE

LOTS,OF,THESE LESS,OF,THESE LOTS,OF,THESE LESS,OF,THESE

LOTS,OF,THESE LESS,OF,THESE

STAGE 3: MOTORCYCLESTAGE 4: CONVERTSTAGE 5: INTEGRATE

STAGE 1: DISRUPTIVE MOVEMENTSTAGE 2: COMMUNITIES

teaser

CALENDAR EXAMPLE: 4 MONTHS

S M T W T F S

CALENDAR EXAMPLE: 1 MONTH

STAGE 3: MOTORCYCLESTAGE 4: CONVERTSTAGE 5: INTEGRATE

STAGE 1: DISRUPTIVE MOVEMENTSTAGE 2: COMMUNITIES

Branded Content from

YA riding Communi>eson Facebook Our Brand /

Y

Branded Content from Female riding Communi>es

on Facebook

Instagram images from Motorcycle YA

communiEes lifestyle events

Pinterest inspiring images from female riders and

landscape

Tailor Our Brand FB Posts


Blog post from Female Motorcycleson Facebook

Instagram/ Y images from lifestyle events over the weekend


Pinterest inspiring images from female

riders and motorcycles

Blog post from YA Motorcycleson Facebook

Instagram inspiring images from YA riders

and motorcycles





Customize Motorcycleswith your own ergonomics

(see Cycle-‐ergo.com). on Facebook (Tailor) / Y

Workshops in counter-‐culture riding

communiEes on Facebook (Tailor) / Y



Contentalso hosted hdshed.com

“Y” FB page

Contentalso hosted in the

X site





7.SOCIALKPIs

$ BUSINESS HIGHLIGHT Increase brand health -‐ Differen1a1on & Relevance -‐ among YA & Mature Women

DESIRED RESPONSE CHANNEL MEASURES//




“Let’s see if I can get good advice from

Our Brand’s people.”


to say so.”

INCREASE VISIBILITY

INCREASE PREFERENCE

INCREASE PREFERENCE

INCREASE CONVERSION

INCREASE LOYALTY

STRATEGICPRIORITY

CONVERSATION -‐ Share of Voice: Increase from 23% to 50% vs CategorySEARCHES -‐ Source: Increase % of Our Brand S.O.V source in news from 40% to 60% SOCIAL MEDIA -‐ Followers: 3x Increase followers in Instagram and Pinterest with

CONVERSATION -‐ Sen>ment: Increase from 17% to 50%SEARCHES -‐ Searches: Increase searches from 8% to 25% vs Category SOCIAL MEDIA -‐ E.R.: Acquire Engagement Rate above average in Instagram and Pinterest

CONVERSATION -‐ Sen>ment: Increase from 50% to 66%SEARCHES -‐ Searches: Increase searches from 25% to 45% vs Category SOCIAL MEDIA -‐ E.R.: Lead Engagement Rate in the Category in Instagram and Pinterest

CTR: Acquire CTR above 0,3 (average) in all investment por\olioSESSION TIME: Focus on Eme spent in booking a trial in less than 2min.CONVERSION RATE: Increase conversion rate from 2,31% average to 50% to book a trial

(KPIs adaptable to the CreaEve Strategy)

INTERMEDIATE MEASURES/

social strategy

Marketing

ourbrand maturemale

competition brandhealth

business highlight

ourbrandhealthispoor

oneofthemainbarriers

therearecommontraitsin

istheneedof ridingintheopen

yaare25ofour totalrstbuyers