1 | Page I I t t s s - - a a l l l l - - s s o o c c i i a a l l . . c c o o m m F F a a c c e e b b o o o o k k S S u u c c c c e e s s s s C C r r i i t t e e r r i i a a a a p p p p l l i i e e d d t t o o M M o o t t o o r r c c y y c c l l e e I I n n d d u u s s t t r r y y O O E E M M ’ ’ s s The analysis reveals opportunities for Motorcycle OEM’s to get more involved in the Social Media conversation Jim Viola www.its-all-social.com March 17, 2011 Analysis based on original research by Jeremiah Owyang of the Altimeter Group “The 8 Success Criteria For Facebook Page Marketing” I I t t ’ ’ s s - - a a l l l l - - S S o o c c i i a a l l [email protected]201-452-8924 M M M a a a i i i n n n s s s t t t r r r e e e e e e t t t 1 1 1
The report examines 12 Motorcycle OEM's use of Facebook vs. success criteria. The report was modeled after a July 2010 report by the Altimeter Group (Jeremiah Owyang). The modified report shows work is needed.
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Contents
Report Back Ground ...................................................................................................................................................3
Report Scope and Methods ........................................................................................................................................3
The 8 Success Criteria in the original Altimeter study ................................................................................................5
No. 1 Set Community Expectations ...........................................................................................................................5
No. 2 Provide Cohesive Branding ..............................................................................................................................6
No. 3 Be Up To Date ..................................................................................................................................................7
No. 4 Live Authenticity ..............................................................................................................................................7
No. 5 Participate in Dialog .........................................................................................................................................8
No. 8 Solicit a Call to Action..................................................................................................................................... 10
Chart – Motorcycle OEM’s Progress on Facebook .................................................................................................. 11
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Overall the participation rate is dismal. There is
little consistency on interactions and posted
questions often go unanswered. The flood gates for
conversations are open, a task that can be
overwhelming, however, just having a Facebook page
does not mean you are involved in Social Media.
Next steps – Start the conversation
No. 6 Enable Peer-to Peer Interactions
Leveraging the knowledge base of users can open up a world of information. Many questions can be answered
in an environment that encourages peer-to-peer interactions. Asking fans to respond to each other, showcasing
fan contributions and recognizing top contributors will foster site dialog and make the site more valuable to
users. Fans are having these conversations now, elsewhere, and businesses should want to be part of the
conversation. Concerns are valid. For example, technical questions answered incorrectly could have a serious
impacts, therefore, a well trained moderator is recommended. However, concerns should not hold back the
conversation.
Average score 0.9 out of 5
There is little or no evidence of fostering communication. In fact two of the sites do not allow direct customer
comments. To foster peer-to-peer communication these sites need to encourage engagement. For example, if
a person asks about parts for an out of date model, a corporate request to help the individual source them can
be submitted. Resources from the fan base can provide help.
Next steps - Work with customer facing representatives for customer questions that may be able to be crowd
sourced. Recognize individual contributions and create opportunities for interaction.
No. 7 Foster Advocacy
Average score 1.4 out of 5
Sharing with friends is the heart of Facebook. Tapping into “word of mouth” should be an objective of
organizations as it has proven to be a key factor in the purchase decision. People trust peer opinions more than
corporate advertising. Yet the share button or calls to action were rarely incorporated on these pages.
The Yamaha page utilizes 4 separate customize tabs for 3 contests to win product and a general promotion. Each
tab incorporates a share button. Unfortunately, the share function does not share the contest information, but
instead the general page information for the site. This looses target focus on the promotion being shared and
dilutes the application. Conversely, Victory successfully integrated the share button in a contest in which they
Figure 8 BMW congratulates and thanks a customer on his post
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Page Integrated
Share Buttons
Information shared- Victory
contest specific – Yamaha
standard corporate page
information
asked fans to vote on their favorite T-shirt design for Daytona. The share button link brought you to the specific
page being promoted. The next step is to explicitly ask Fans to share with their friends.
BMW’s landing page is not shy about asking you to “like” the
page and encourage you to invite friends.
Can- Am Spyder’s photo contest encourages owners to post
photos to their walls and tag them. A great way to spread the
images among fans’ friends. (see below)
Outside these examples to share page information there was no
evidence of manufactures encouraging fans to share information
amongst themselves.
No. 8 Solicit a Call to Action
Average score 1.4 out of 5
The goals and metrics for Facebook need to reflect business strategies and measurable results. Efforts focused
on engaging fans and bringing them closer to the brand need to include calls to action to close the loop. Start
with small calls to action like BMW’s Welcome page push to like the page and invite friends. Ask fans to get
involved in polls or surveys like Victory’s contest on their Showcase page mentoined above or their poll to learn
customer interests in demonstration rides. The next steps are to ask fans to share with friends on their walls, as
Can-Am Spyder’s photo contest accomplishes, and provide opportunities to get closer to, or purchase products.
Figures 9, 10 above show examples of Facebook Page share buttons. The 2 pop-up windows show the information listed when the share button is clicked. Yamaha’s information is not specific to the page being shared, but Victory’s does make it clear to friends what is being shared. Figure 11 below is BMW’s Welcome page putting like/suggest page options front and center.
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Can-AM Spyder encouraged fans to post their favorite picture of their Can-Am Spyder to their Facebook wall,
and tag Can-Am by typing “@Can-Am Spyder”. The winner will have an article about them on Can-Am’s blog
and Facebook page. This not only brings their fans into the game, but notifies their fans friends; a good way to
leverage Facebook.
Almost there: Clicking on an apparel item in Ducati North America’s feature tab brings you
directly to the corresponding item in their online store for easy purchase. The next steps -
include the social button in the store, specific FB advertising for the items and a call to
action regarding the page. Aprilia asks you to discover racing parts on sale in a post.
However, the discover them here link they provide leaves users at the generic site home
page instead of a bringing them into an area about the race parts they showed interest in.
The Yamaha Racing page had a link to their eBay store, but nothing posted for sale. A
program that has at least one item up at all times must be considered.
These pages are limited in the call to action or leave the user with an unfilled experience.
A few changes can make a big difference.
Chart – Motorcycle OEM’s Progress on Facebook
Figure 12- click on an Item in Ducati's feature page and you go directly to the store page for that item.