Social Media Marketing Strategies for the Racing Industry

Social Media Marketing Strategies
for the Racing Industry

About Web Strategy Plus
Thanks for joining me today!
Presented by: Michelle Hummel
CEO of Web Strategy Plus
Web Design & Social Media Agency
Founder of Web Media University &
Cincinnati Social Media Enthusiasts

© Web Strategy Plus 2013. All rights reserved.

Impact of Social Media Marketing
 People no longer blindly trust

everything they see or hear they want “social proof”
 Building a rich, vibrant
networks of friends, fans and
followers is now the key to
success
 70% of consumers trust peer
recommendations over
advertisements


Google Thinks Differently Now
 Social signals now aid in the

ranking of web pages
 More likes count as a “vote”
for web page quality
What’s Important Today
 Quality Content
 Social Engagement
 Customer Reviews
 Brand Advocates

Brand Advocate Facts
 83% more likely to share

information about a
product than typical web
users
 75% more likely to share a
great product experience
 3x’s more likely to share
product opinions with
someone they don’t know
 2.5 times more likely to
use social media to
expand their social circle

Could you use a few more Brand Advocates?
© Web Strategy Plus 2013. All rights reserved. Credit : DigitalTrends.com

The Big Players - Facebook
 #1 most visited site in the world
 If Facebook were a country it would

be the 3rd largest in the world
 1.19 billion monthly active users,
growing at a rate of 5-6 million users
per week
 58% women and 42% men
 More than 5 billion minutes are spent
on Facebook each day
 3.2 billion Likes and Comments daily
 50 million businesses have Facebook
fan pages

Do you have a Facebook business page?
© Web Strategy Plus 2013. All rights reserved. Credit : InternetWorldStats.com

The Big Players - Google Plus
 70% of brands have a Google Plus

page
 300 million monthly active users
 38.37% of Google+ visits are by
those in the 25-34 age bracket
 71% men and 29% women
 Websites using the +1 button
generate 3.5X the Google+ visits than
sites with it

Do you have a Google Plus business page?

Credit : InternetWorldStats.com

The Big Players - YouTube
• #2 Search Engine in the World
• 6 billion hours of videos watched per

month
• 300,000,000 visits per day
• 100 million likes, shares, or comments
every week
• 100 hours of video is uploaded to
YouTube per minute

Do you have a YouTube business channel?

The Big Players - Twitter
• 34% of marketers have generated leads
using Twitter, and 20% have closed deals
using Twitter
• 55% of Twitter users access the platform
via their mobile
• 100 million active Twitter users
• 56 % use Twitter for business purposes
• The average number of tweets per hour is
around 1.3m

Do you have a Twitter business page?

The Big Players - LinkedIn
• 161 million members in over 200
countries and territories
• 2 new members per second
• 5.3 billion professionally-oriented
searches on the platform in 2012
• More than 2 million LinkedIn
Company Pages
Average member:
• college educated
• 43 years old
• making $107,000

Do you have a LinkedIn personal or business page?

The Big Players - Foursquare
• 40+ million people have an
account
• 4.5 billion check-ins
• Over 1.5 million use the
Merchant Platform
• 78,000+ Mayors are ousted
per day
• 2,000 check-ins per minute
Average member:
• 60% male and 40%
female
• 41% are 25-34 years old
• making $107,000

Do you have a Foursquare business page?

Mobile – A Love Story
Consumers have fallen in love with their Smartphones!
Always On
Pocket Computer
Social Networking
Shopping
Navigation
Camera/Video
Texting
And….making phone calls

Do you go back home if you forgot your phone?

Mobile Friendly Site is Critical
 Mobile Devices have become

bigger than PC sales
 86% of adults own a Mobile
phone
 53% use it to access the Internet
 57% of users will not recommend
a business with a poorly designed
mobile site
 Mobile Internet is becoming the
Internet

Do you have a Mobile Friendly website?

Is your site “Social Media Friendly”?
 Fresh Content, you must be

writing and posting new blogs for
SEO
 Social Content, you must be
providing interesting content
others will enjoy and share
 Easy to share, do you provide
your visitors easy ways to share,
like, download and/or retweet your
content?

Is your content easily shareable?

What is Your “Call To Action”?
 You have 3 seconds

to grab your prospects
attention!

 Free Video
 Free Info Paper
 Free Download
 Free Tickets
 Free Magazine

What is your strongest offer?

Do You Have a Social Media Hub?
 Blog should be part of your

website
 Drive traffic with original
content
 Content is critical even more
now with Google+
 WordPress is one of the best
blogging platforms

Do you have a Blog? Does it live on your website?

Content is King
 “What makes my business

so interesting that people
will want to talk about it and
share it with their friends?”
 Fact: You can’t succeed in

social media if you don’t
have something interesting
to say

Do you have a Content Marketing Strategy?

What is Your Unique Brand Story?
 Do you have a unique story

about how your business
came to be?
 When did you go above and
beyond for a client?
 What is your best
testimonial?

What is your emotionally engaging story?

Who is Your Community Manager?
• Provides a human voice
• Manages marketing strategies
• Finds and connects with your
•
•
•
•
•

target audience online
Builds Lasting Customer
Relationships
Inspires Powerful Word of Mouth
Drives Qualified Web Traffic
Nurtures and Grows your
Community
Retains and Attracts new
Followers


Define Your Goals
 Increase blog subscribers
 More likes, fans and followers
 Improve search engine rankings
 Increase blog post comments
 Reduce your sites bounce rate
 Increase coupon redemption
 Turn fans into advocates
 Increase website traffic
 Increase sales
 Increase reviews

What are your social media marketing goals?

Social Media Engagement
 You want people to share things
 You want people be advocates
 You want people to visit frequently
 You want people to refer friends
 You want people to buy services

“Engaged customers and prospects are far
more likely to do some or all of the
above.”


Find Your Audience
Decide what social networks to engage
with
 Facebook – B2C
 LinkedIn – B2B
 Foursquare – B2C
 Twitter – B2B & B2C
 YouTube – B2B & B2C
 Google Plus – B2B

Where do you plan to engage with social media?

Develop Content Strategy
 Provide content your

audience will enjoy
 Be seen as a “thought leader”
and “expert” in your industry
 Be the “go to” place for great
content
 Building trust brings sales
Online Resource
 Technorati Blog Directory

Do you share relevant industry related content?

QR Code Strategies
 Short for Quick Response as it

can read the image quickly by a
cell phone
 Created in 1994, its original use
was for Toyota part tracking
 Add QR codes to your
promotional materials – link to
pages on your website for
special offers, event details, car
specs, videos etc.

Have you ever scanned a QR Code?

Text (SMS) Campaign Strategies
 97% of Texts are Opened vs.

Only 5% of Emails
 90% of text messages are read
within 3 minutes of being
delivered
 Have attendees signup for text
message alerts – special offers,
discounted tickets, race stats

When was the last time you read a Text Message?

Event Marketing Strategies
 Post your events on

Facebook and invite all
your Fans
 Take pictures, tag fans in
the pictures and share on
all social networks
 Record the race on your
video camera, upload it
onto YouTube, link to
Facebook

How can you better promote your events?

Check-in Rewards Program
 Fan Appreciation Day –

Mayor that day gets free
tickets for the next event!
 Scroll the Mayor’s name on
board
 Offer the Mayor special
parking or seating
 Check-in 3 or more times
and get a free t-shirt
 Check-in to get 2 free drinks
with a $20+ order

What fan appreciation programs can you offer?

Video Marketing Strategies
 Search YouTube for videos

relevant to your industry and
post to your channel
 eMarketer shows people are
33% more likely to consume
multimedia content than
textual content
 Racer and Fan interviews
 Video tour of the cars and
track
 Clips of the race

What video content would your fans enjoy?

Hashtag Engagement Strategies
 Twitter Hashtag for your

event #raceindy1213
 Tell all participating members
to post photos and
communicate during the race
with #raceindy1213
 Tweet special offers,
interviews and clips
 Ask for RT’s for contest entry
during the race – pick a
random person to win
 Announce winners during the
race on board

How can you use a Hashtag marketing strategy?

Twitter Engagement Strategies
 Find out which drivers are

using Twitter
 Encourage fans to follow
them
 Tell drivers to tweet
updates from the pits
 Fans stay involved with
what is happening in the
pits while they are watching
the race

Are any of your drivers on Twitter?

Facebook Engagement Strategies
Hit Like if you're happy it's

Friday
Caption Contest – the
comment with the most
likes wins
Toyota speedway is
_______
Voting contest – who will
win the race?

What can you ask to increase engagement?

Keep Them Informed
 Keep your fans updated on

what you're working on
 Product Announcements,
Race Reports, offering a
new services? They should
be the first to know!
 Ask for their feedback
before your launch

What new press can you share with your fans?

“Fan of the Month” Program
 Ask your fans trivia

questions and award
them points
 First to answer correctly
wins and gets their name
added to the board

What fun trivia questions can you ask?

Create an Editorial Calendar
Create a daily posting schedule
 Develop a blog content writing

schedule
 Create Monthly & Weekly Themes
 Plan for Events
 Decide what days and at what time
you will post
 Plug into excel to track easily
 Don’t forget to include Holidays and
post about current events

Social Media Posting Strategy
 SEO Blogs - 2-4 blogs per month
 SEO Press Releases – 1 per month
 Facebook – 1 post per day
 Twitter – 3-5 Tweets per day
 Google Plus - 1 post per day
 YouTube – 1 new video per week
 LinkedIn Personal Profile – 1 post per

day
 LinkedIn Groups – 1 post per week
 LinkedIn Company Page – 1 per day

Listen, Communicate & Respond
 Respond quickly to comments
 Engage by asking questions, and

posting topics for discussion
 Customers want to know that
they are helping to shape the
products you provide
 They want to know that you’re
thinking about them
Online Resource
 SendSocialMedia.com


Benefits of a Community Manager
•
•
•
•
•
•
•
•
•
•
•

Lasting Customer Relationships
Powerful Word of Mouth
Drive Qualified Web Traffic
Community Around Brand
Retain and Attract Followers
Sell more Services and Products
Build Credibility and Trust
Drive Offline Sales
Inspire Brand Advocates
Provide Customer Service
Save Time


Questions and Answers
What questions can I help answer?
Thank you for participating!
Michelle Hummel
Web Strategy Plus
http://www.WebStrategyPlus.com
Phone: 513-399-6870
michelle@webstrategyplus.com

Social Media Marketing Strategies for the Racing Industry

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