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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
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
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
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
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
BONDBROTHERHOODBELONGING
ALWAYS THERE
Official Our Brand ridersX SITE
(Core & Sleepers)
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:
BONDBROTHERHOODBELONGING
ALWAYS THERE
FIREAROUSEEXCITEINSPIRE
New female empowering
Site(Mature Women)
ICONTRUE
INVENTIVEUNIQUE
BONDBROTHERHOODBELONGING
ALWAYS THERE
Official Our Brand ridersX SITE
(Core & Sleepers)
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:
FIREAROUSEEXCITEINSPIRE
REBELFREEDOM
INDEPENDENCEATTITUDE
BONDBROTHERHOODBELONGING
ALWAYS THERE
FIREAROUSEEXCITEINSPIRE
New female empowering
Site(Mature Women)
Custom Culture:Y
(YA)
ICONTRUE
INVENTIVEUNIQUE
BONDBROTHERHOODBELONGING
ALWAYS THERE
Official Our Brand ridersX SITE
(Core & Sleepers)
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:
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
Fear of riding alone
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
Sense of indepen-‐dence
Sense of empow-‐erment
New life stage
Fear of riding alone
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:
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
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:
+ -‐ ➡ +
STAGE 1: DISRUPTIVE MOVEMENTAssociaEon: break free through riding
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
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
“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
“I need to break with what is holding me up.”
“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
“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
“I need to break with what is holding me up.”
“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
“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
“I need to break with what is holding me up.”
“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.”
“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
“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
“I need to break with what is holding me up.”
“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.”
“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
“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
“I need to break with what is holding me up.”
“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.”
“Our Brand is a unique motorcycle that has the
adributes I’m looking for.”
“Heavy, loud and expensive -‐ and bad for
the city.”
“Far away and strange people. Why bother?”-‐
PRIMARYDRIVERS
DESIRED RESPONSE
PRIMARYBARRIERS
+
“There’s a Our Brand
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.”
Associa>on Interest: tangibiliEes Desire: emoEons
STRATEGIC PRIORITY
“I need to Break Free -‐ and a ride is just what I need.”
Ac>onSTAGE
CUSTOMER JOURNEY
The path of rebellion, freedom and uniEng through riding
“I need to break with what is holding me up.”
“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.”
“Our Brand is a unique motorcycle that has the
adributes I’m looking for.”
“Heavy, loud and expensive -‐ and bad for
the city.”
“Far away and strange people. Why bother?”-‐
PRIMARYDRIVERS
DESIRED RESPONSE
PRIMARYBARRIERS
+
“There’s a Our Brand
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.”
Associa>on Interest: tangibiliEes Desire: emoEons
STRATEGIC PRIORITY
“I need to Break Free -‐ and a ride is just what I need.”
Ac>onSTAGE
CUSTOMER JOURNEY
The path of rebellion, freedom and uniEng through riding
“I need to break with what is holding me up.”
“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.”
“Our Brand is a unique motorcycle that has the
adributes I’m looking for.”
“Heavy, loud and expensive -‐ and bad for
the city.”
“Far away and strange people. Why bother?”
“Too many group structures!”-‐
PRIMARYDRIVERS
DESIRED RESPONSE
PRIMARYBARRIERS
+
“There’s a Our Brand
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.”
Associa>on Interest: tangibiliEes Desire: emoEons
STRATEGIC PRIORITY
“I need to Break Free -‐ and a ride is just what I need.”
Ac>on Loyalty: recommendaEonSTAGE
CUSTOMER JOURNEY
The path of rebellion, freedom and uniEng through riding
“I need to break with what is holding me up.”
“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.”
“Our Brand is a unique motorcycle that has the
adributes I’m looking for.”
“Heavy, loud and expensive -‐ and bad for
the city.”
“Far away and strange people. Why bother?”
“Too many group structures!”-‐
PRIMARYDRIVERS
DESIRED RESPONSE
PRIMARYBARRIERS
+
“There’s a Our Brand
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.”
Associa>on Interest: tangibiliEes Desire: emoEons
STRATEGIC PRIORITY
“I need to Break Free -‐ and a ride is just what I need.”
Ac>on Loyalty: recommendaEonSTAGE
CUSTOMER JOURNEY
The path of rebellion, freedom and uniEng through riding
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:
Sense of indepen-‐dence
Sense of empow-‐erment
New life stage
Fear of riding alone
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
STAGE 1: DISRUPTIVE MOVEMENTAssociaEon: break free through riding
Sense of indepen-‐dence
Sense of empow-‐erment
New life stage
Fear of riding alone
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:
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
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:
+ -‐ ➡ +
STAGE 1: DISRUPTIVE MOVEMENTAssociaEon: break free through riding
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
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:
“The culture of riding Our Brand is the real thing.”
“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
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
InEmida-‐Eng bikie groups
“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:
“The culture of riding Our Brand is the real thing.”
“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 .”
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 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.”
➡ + ROLES FOR COMMUNICATIONS
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.”
“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.”
➡ + ROLES FOR COMMUNICATIONS
❖ +CHANNEL PALETTE
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:
“There’s a Our Brand just for me.”
“Our Brand’s power & custom is what I am.”
“Our Brand’s power & custom is what I am.”
“An Our Brand is true and forever”
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
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?”
➡ + ROLES FOR COMMUNICATIONS
❖ +CHANNEL PALETTE
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.”
Breaking Free Site is a filter that gets the content from the following channels
Direct link to Our Brand site of product review and trial of each original model from
the X site
Direct link to Our Brand site of product review and trial of each original model from
Female Our Brand site
Direct link to Our Brand site of product review and trial of each original model from
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
“I love the Our Brand sub-‐culture -‐ and I’d be happy
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.”
Breaking Free Site is a filter that gets the content from the following channels
+ -‐
STAGE 5: INTEGRATE
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
riders
Pinterest quotes from
riders
TailorOur BrandFB
Posts
Videos (Digital/TV) : Social Media Posts: Microsites hosts:
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
Interest: tangibiliEes -‐ the riding experience
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
Tailor Our Brand FB Posts
Blog post from Female Motorcycleson Facebook
Instagram/ Y images from lifestyle events over the weekend
Tailor Our Brand FB Posts
Pinterest inspiring images from female
riders and motorcycles
Blog post from YA Motorcycleson Facebook
Instagram inspiring images from YA riders
and motorcycles
Tailor Our Brand FB Posts
Tailor Our Brand FB Posts
Tailor Our Brand FB Posts
Tailor Our Brand FB Posts
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 in a
Female Our Brand site
Contentalso hosted hdshed.com
“Y” FB page
Contentalso hosted in the
X site
Instagram/ Y images from lifestyle events over the weekend
Instagram/ Y images from lifestyle events over the weekend
Instagram/ Y images from lifestyle events over the weekend
Tailor Our Brand FB Posts
7.SOCIALKPIs
$ BUSINESS HIGHLIGHT Increase brand health -‐ Differen1a1on & Relevance -‐ among YA & Mature Women
DESIRED RESPONSE CHANNEL MEASURES//
“I need to Break Free -‐ and a ride is just what I need.”
“The culture of riding Our Brand is the real thing.”
“There’s a Our Brand 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.”
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/