We explore Silverstone's social media to date. Providing insights throughout into the competition, the basics, a content/brand territory strategy and some innovative campaign concepts.
2. Why social media?* Opportunity to broadcast & engage Fans of the brand are 28% more likely to repeat purchase 68% - more likely to recommend brands they’ve liked 44% follow fan pages friends have liked *Data highlighted above is from Syncapse Corp’s The Value of a Facebook Fan: An Empirical View, published in June 2011.
3. What social can do for Silverstone Increase traffic to website Specifically target experience enthusiasts Improve relationship with brand, two-way Brand awareness Improve communication channels Support overall business objectives Additional channel Get a share of the voice and influence
8. A Potential 3 Point Plan Get house in order – cover the basics Day to Day & Brand Territory content Campaigns and broader business objectives
9. Facebook - The basics Add Like buttons to web content iFrames Shop function online Maximise SEO in about and info Inclusion within all print and e-marketing Polling function Drive traffic to areas of site
10. Twitter, Flickr & YouTube - The basics The bio The appearance Develop key “Power Twitter,” influencers Follower strategy Brand mentions – monitor Develop channel for video content Integrate into online & offline Hashtags
11. Day to day content Develop response/engagement strategy Internal and external Tie-ins with broader business objectives and marketing activity Develop brand territory areas Polling – workshop with marketing function Calendar specific i.e. Father’s Day
14. Initial Campaign Concepts Additional brand awareness, outside our fan base – making it shareable and expanding fan base. Retweets, posts and shares. Two campaigns a year, 6 months per campaign Track Icon Fantasy Racer TrackStar
15. Track Icon: Real-time Driver Competition Aim: Competitive nature of track day experiences will increase engagement and WOM.
16. Fantasy Racer A fantasy style game, where fans of Superbikes, MotoGP and F1 pick their winners.
17. TrackStar Game Share and post scores on Silverstone QR code inclusion Winner gets laps with their favourite driver at F1 GP Aim to increase followings on Facebook/ Twitter
18. Summary Guidelines crucial Initial basics need covering first Content-driven strategy Aim to increase brand value/association Commercial edge key – likely to change Campaign concepts developed
OpportunitiesBe more content focusedTo tell the Silverstone story – the passion for motorsport.Clear query and engagement strategyWhat they’re doing wellHave a presenceAlton Towers and Butlins – great landing pages Drayton built up following in only 6 monthsAre engaging with rich media content– especially Brands and Thruxton with Tiff Needell (under utilised).With Silverstone aiming to become entertainment venue with a racing pedigree which should lend itself to a stronger following.
