GROUP PROJECT Social media relationship quality of three brands of the motorcycle industry: Harley Davidson, Honda and Ducati. Fall semester 2013 GROUP N°3 Fidan Akhundzada Gabriele Bernasconi Jessica Caccia Roberto Degraria Uchenna Egbete De Jie Alessandra Maffioli Elena Salviato Kavya Stephen Giada Tironi
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Social media report about HarleyDavidson, Honda & Ducati
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GROUP PROJECT
Social media relationship quality of three brands of the motorcycle industry: Harley Davidson, Honda and Ducati.
Fall semester 2013
GROUP N°3
Fidan Akhundzada Gabriele Bernasconi
Jessica Caccia Roberto Degraria
Uchenna Egbete
De Jie Alessandra Maffioli
Elena Salviato Kavya Stephen
Giada Tironi
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ABSTRACT
This report provides findings and analysis of the social media branding activities of three motorcycle brands –
Harley Davidson, Honda and the Ducati. The evaluation is made focusing on the brands’ ability to build a
relationship with their audiences, as well as the quality of their interactions in different social media platforms. The
instrument applied was the seven items brand relationship index.
The aim of this report is to evaluate the social media branding of three different brands (Ducati, Honda and Harley
Davidson) through a seven-step analysis.
The methodology use is the following:
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ANALYSIS
Harley Davidson
1. Social presence: 10
HD is known to have one of the most active social media programs of any major brand. The brand is present in many platforms
that we considered important and relevant, that is on Facebook, Twitter, YouTube, Flickr, Instagram, LinkedIn, Pinterest and
Google +; anyway, this report will focus on 3 main social networks,
that is on Facebook, twitter and YouTube. Harley Davidson has
literally created a community around the social networks, taking the
customer at the core of the interactions: it’s not only about increase
brand awareness, it’s all about creating a community which allows
users to experience the brand digitally. HD put an equal presence
effort in every social network, showing its engagement in the attempt
to involve every kind of users (targets).
2. Dialog / user engagement management: 10
Harley Davidson adopts social media in order to engage users in many ways: for example, on Facebook and twitter, it shares
pictures of special HD’s events, quiz to test a user’s brand knowledge, familiarity and loyalty, and videos of brand users
communities. All the content it publishes help to create common meanings around the brand, deliver it’s brand values and
develop a mere special “Harley’s lifestyle”.
Also YouTube is used a lot from users: it’s possible to find any kind of video regarding the brand, from a typical
“ride” to concerts, charity events and stunts with ah Harley motorcycle. All these video are shared on other social
networks and commented from a huge number of users (till 2 million views).
On Twitter, HD has 161.395 followers, 1006 followed and 5873 tweets; on Facebook it has 4.996.358 “likes” and
151.047 people talking about HD, with a rate of engagement equal to 3%. On Twitter, people use several times
hashtags. The engagement on Tweeter is therefore also high: according to hashtracking.com, 249 tweets with
#Harleydavidson were created by users, reaching an audience of 405.711 followers in 36 hours.
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All these information are sum up in the following image3:
YouTube (with 51.995 followers) is also an important tool for creating engagement. Through this platform, HD
shares those content that permits to create the typical “freedom and machismo” values.
3. Sentiment / advocacy management: 9.5
Harley’s Davidsons strategy on social media is very clear and its main objectives are to solidify the existing
communities and engage other Harley’s fans to join this lifestyle. The final goal is to increase sales of motorcycle
and related accessories. Strategies used on Facebook and Twitter are:
! Post pictures and video that appeal emotionally. Through this kind of content, HD is able to transmit its
freedom and machismo values to the users, reinforcing the engagement and convincing other people to
enter into the brand community.
! The engagement is also obtained by asking questions (through quiz and other asking forms) in such a way
to make people feel an important part of the brand.
! Crating weekly - monthly topics (for example “HD fan machine”), which allow people to talk about their
Harley’s experiences. This activity helps HD to understand how people experience the brand and how the
communities are formed (and respectively, the sense of belonging).
It’s important to underline the fact that the majority of comments (in every kind of platform) are positive.
Evidences show clearly that Harley Davidson is a Lovermark, because the brand receives both respect and love
from consumers.
From the analysis of the first 50 comments on both Facebook and Twitter, it can be assessed that there is a high
tendency of positive comments (approximately, FB: 78%, Twitter: 80%), while the negative ones are quiet low
(approximately, FB: 18%, Twitter: 17%). We can clearly observe that in both the platforms the positive and
negative comments have similar tendency: in other words, there is consistency in users’ comments.
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!3 Contributors are all the people who tweet with a particular hashtag. Everyone who tweets or re-tweets a message with a particular hashtag is counted as a
contributor. Timeline deliveries represent the total possible number of times someone could have viewed a particular message. We use the follower count of the original
tweeter and add the followers of any re-tweeters to generate the total number of timeline deliveries for each and every hashtagged tweet. Reach is the number of unique individuals who received timeline deliveries* of hashtagged messages. Because the same users may receive multiple timeline
deliveries, measuring reach as well as deliveries allows you to better understand the true spread of your message.
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Another efficient way to evaluate Harley Davidson’s sentiment is using a special
research tool called “socialmention.com”. From a key research, using as a key word
“Harley Davidson”, we obtained the following results: 39% of strength, that is the
likelihood that your brand has been discussed on social media; 29:1 of sentiment, that is
the ration of mentions that are generally positive to those that are generally negative;
22% passion, that is the measure of the likelihood that individuals talking about your
brand will do so repeatedly; and finally 57% of reach, that is a measure of the range of
influence.
4. Support/value: 8
The brand offers content regarding their products (e.g.
information on new launches and presentation’s
events) but HD is more active in engage community
rather than asking for improvement or complaining.
Despite this lack we can say that HD is always willing to answer customer’s questions about problems or products
development with a high customer care attention. HD asks users opinions about new products and innovation. An
example is this tweet on twitter:
HD then receives answers from which they can understand customers’ preferences and thoughts about new
launches.
5. Innovation: 9
Although HD is focused on creating a strong sense of community, its first goal is to make feel every costumer
unique. That’s why they give the possibility to their clients to create exclusive pieces for their one-off trips and
experiences. They are the co-producer of the product.
“’Come Together’ is not merely a song in our spot – it’s an anthem for our relationship whit our fans. They are the
heart of everything we do. No one is more emotionally vested in Harley-Davidson than our fans. That’s why we
turn to them”. These words from Mark-Hans Richer, HD Senior Vice President and Chief Marketing Officer
perfectly explain the value that customer represent for HD.
Furthermore this year HD used insights – gathered by the brand during thousands of rides and personal
interactions with customers – to deliver never-before-seen motorcycling enhancements, such as the first original
equipment voice recognition and touchscreen for music, GPS navigation and on-motorcycle phone4.
6. Harley Davidson online leadership: 9
Harley Davidson leadership on Web 2.0 is very strong due to its level of brand image and to the large and devoted
community around this brand. There are many virtual clubs, blogs and forums by Harley Davidson to keep every
consumer connected to the Harley Davidson family. HD plays a guiding role on social media platforms, strongly
involving customers which remain at the core of HD activities, and always allowing them to comment and
enhance any discussion on the subject of interest, but never participating directly to the debate.