cause marketing/community development

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FAN NATION • 37.8% Millennials; 27.1% GenX; 17% Baby Boomers; 6% teen • 76% male; 24% female • 72% collegeeducated + • 30% earn $100,000 + • 75% aƩend tailgate parƟes • 39.5% NFL; 15.3% NCAA; 8.3% NASCAR • 63.3% travel outside their local areas to aƩend tailgaƟng events • 55.6% make tailgaƟng a daylong event • 46.9% have tailgaƟng parƟes aƩend by 11 or more people • 35% or more spend $100 per party • Nearly 10% spend $250 + • 16.3% spend $500 + a year on new gear for equipment for their tailgate parƟes • 61.8% spend up to $500 a year on team merchandise • 50% learn about new products online and in social networks • DisproporƟonate incidence of fullsize work truck ownership Key Motivations / Values Facebook AnalyƟcs / Radian6 Fan Counts, Uniques, New / Removed Fans METRICS FORD FSERIES WE OWN WORK FAN NATION / REBUILDING TOGETHER SOCIAL INFLUENCE MAP The Power of 5 Newsfeed Walls and Events Fan Pages Messages IM / Chat 65 Super Influencers With an average of 5,000+ fans Total reach as defined by Facebook 136,500,000 1.250 Influencers with an average of 1.450 fans Total reach as defined by Facebook 656,250,000 Everyone else with 200+ friends Total reach huge FEELING Happy. Having fun connecƟng. THINKING “Before Facebook, celebriƟes like Brad PiƩ got $1MM to pitch the SuperBowl. Now ordinary people have as much influence. I mean, who really knows Brad PiƩ? He doesn’t share his photos or go to our tailgaters. WE are the celebriƟes now.” DOING Bonding over a common role and experience as a “fan”. CreaƟng and sharing content online. MeeƟng frequently offline. ParƟcipaƟng in causes. PromoƟng brands that saƟsfy and respect them. THINKING Thinking about the upcoming game. Thinking about who to take to the tailgate and game. Thinking about Fantasy Football picks, trades and wins. Organizing the tailgate. Planning the away game trip. FEELING Excited. AnƟcipaƟng a great Ɵme. Having a great Ɵme. Community Engagement AcƟvaƟon / InserƟon DOING Talking about Rebuilding Together projects. Skilled Trades parƟcipaƟng in Rebuilding projects. DocumenƟng their parƟcipaƟon with pride. Walking the talk and doing the right things. Leading by example. THINKING How to moƟvate others to parƟcipate Thinking how to contribute skills to projects FEELING Proud to contribute my skills to do good work in my community Content Dev / Endorsement IntenƟon / Shop DOING GeneraƟng content and sharing it with others. Talking about doing “good work” in the community. Sharing their experiences and showing Ford FSeries trucks “owning work” and geƫng it done. THINKING How to show pride in ownership (Deb Detwiler’s posts her new ExpediƟon and gets 70 likes in two hours; Kirk Bronsord’s SuperDuty Facebook page cover) Couldn’t have done it all without my truck. FEELING Enjoying the feeling of having done something worthwhile. Enjoying the feeling of being part of something that made a difference. Feeling good about my skills and tools and truck. DOING Shopping for a new truck. VisiƟng the We Own Work website to learn about FSeries and the brand they’ve heard about from their friends. THINKING Ford understands my world and my kind of work. FEELING I’m feeling good about Ford. I’m feeling like FSeries is my kind of truck. • Passion for football • IdenƟfies with team • Very social • Supports causes, gets involved • Not overtly poliƟcal, though strong values does the right things • Expect to be listened to Rebuilding Together / “Good Work” Fan NaƟon, Ford FSeries and the Skilled Trades Industry partner to own the work in 150 rebuild projects in selected markets and communiƟes Consumer directed generaƟon of jobsite content PresenƟng Sponsor “Tradesperson of the Year” Official Trucks of Rebuilding Together The cause that supports the strategic plaƞorm The kind of people Ford wants to engage AcƟve, social, involved doers, work truck buyers Pride of ownership “I have owned a Chevy and a Dodge but I love my Ford. It’s the work horse for the Bad Boyz of BBQ. Kirk B. Administrator of Bad Boyz of BBQ, one of 5,000 Facebook communiƟes in the NFL Fan NaƟon Community generated content to feed the website Community generated leads Facebook AnalyƟcs / Radian6 Engagement Console Mobile / TwiƩer Volunteer Counts / Reposts / PR Story Tracking Mobile / TwiƩer AnalyƟcs Posts / Reposts / Virality Measurement Mobile / TwiƩer AnalyƟcs / Influence Measures Post to Shop Conversion Tracking Awarenss and Aƫtude Tracker / Build and Price

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FAN NATION•�  37.8%�  Millennials;�  27.1%�  GenX;�  17%�  �  �  �  �  �  �  �  Baby�  Boomers;�  6%�  teen�  •�  76%�  male;�  24%�  female�  •�  72%�  college-­‐educated�  +�  •�  30%�  earn�  $100,000�  +�  •�  75%�  a end�  tailgate�  par es�  •�  39.5%�  NFL;�  15.3%�  NCAA;�  8.3%�  �  �  �  NASCAR�  •�  63.3%�  travel�  outside�  their�  local�  �  �  �  �  �  areas�  to�  a end�  tailga ng�  events�  •�  55.6%�  make�  tailga ng�  a�  day-­‐long�  �  �  �  �  �  �  event�  •�  46.9%�  have�  tailga ng�  par es�  a end�  �  �  �  �  �  �  �  �  by�  11�  or�  more�  people�  •�  35%�  or�  more�  spend�  $100�  per�  party�  •�  Nearly�  10%�  spend�  $250�  +•�  16.3%�  spend�  $500�  +�  a�  year�  on�  new�  �  �  �  �  �  gear�  for�  equipment�  for�  their�  tailgate�  �  �  �  �  �  par es�  •�  61.8%�  spend�  up�  to�  $500�  �  a�  year�  on�  �  �  �  �  �  �  team�  merchandise•�  50%�  learn�  about�  new�  products�  �  �  �  �  �  �  �  �  �  �  online�  and�  in�  social�  networks•�  Dispropor onate�  incidence�  of�  �  �   �  �  �  �  �  �  �  �  �  �  full-­‐size�  work�  truck�  ownership

Key Motivations / Values

Facebook�  Analy cs�  /�  Radian6Fan�  Counts,�  Uniques,�  New�  /�  Removed�  Fans

METRICS

FORD�  F-­‐SERIES�  WE�  OWN�  WORK�  FAN�  NATION�  /�  REBUILDING�  TOGETHER�  SOCIAL�  INFLUENCE�  MAP

The�  Power�  of�  5-­‐�  Newsfeed-­‐�  Walls�  and�  Events-­‐�  Fan�  Pages-­‐�  Messages-­‐�  IM�  /�  Chat

65�  Super�  InfluencersWith�  an�  average�  of�  5,000+�  fansTotal�  reach�  as�  defined�  byFacebook�  -­‐�  136,500,0001.250�  Influencers�  with�  anaverage�  of�  1.450�  fansTotal�  reach�  as�  defined�  by�  Facebook�  -­‐�  656,250,000Everyone�  else�  with�  200+friends�  -­‐�  Total�  reach�  huge

FEELINGHappy.�  Having�  fun�  connec ng.

THINKING“Before�  Facebook,�  celebri es�  like�  Brad�  Pi �  got�  $1MMto�  pitch�  the�  SuperBowl.�  Now�  ordinary�  people�  haveas�  much�  influence.�  I�  mean,�  who�  really�  knows�  Brad�  Pi ?�  He�  doesn’t�  share�  his�  photos�  or�  go�  to�  our�  tailgaters.WE�  are�  the�  celebri es�  now.”

DOINGBonding�  over�  a�  common�  role�  and�  experience�  as�  a�  “fan”.Crea ng�  and�  sharing�  content�  online.Mee ng�  frequently�  offline.Par cipa ng�  in�  causes.Promo ng�  brands�  that�  sa sfy�  and�  respect�  them.

THINKINGThinking�  about�  the�  upcoming�  game.Thinking�  about�  who�  to�  take�  to�  the�  tailgate�  and�  game.Thinking�  about�  Fantasy�  Football�  picks,�  trades�  and�  wins.Organizing�  the�  tailgate.Planning�  the�  away�  game�  trip.

FEELINGExcited.�  An cipa ng�  a�  great�   me.Having�  a�  great�   me.

Community Engagement Ac va on�  /�  Inser on

DOINGTalking�  about�  Rebuilding�  Together�  projects.Skilled�  Trades�  par cipa ng�  in�  Rebuilding�  projects.Documen ng�  their�  par cipa on�  with�  pride.Walking�  the�  talk�  and�  doing�  the�  right�  things.Leading�  by�  example.

THINKINGHow�  to�  mo vate�  others�  to�  par cipateThinking�  how�  to�  contribute�  skills�  to�  projects

FEELINGProud�  to�  contribute�  my�  skills�  to�  do�  good�  work�  in�  mycommunity

�  Content�  Dev�  /�  Endorsement �  Inten on�  /�  Shop

DOINGGenera ng�  content�  and�  sharing�  it�  with�  others.Talking�  about�  doing�  “good�  work”�  in�  the�  community.Sharing�  their�  experiences�  and�  showing�  Ford�  F-­‐Seriestrucks�  “owning�  work”�  and�  ge ng�  it�  done.

THINKINGHow�  to�  show�  pride�  in�  ownership�  (Deb�  Detwiler’s�  posts�  her�  new�  Expedi on�  and�  gets�  70�  likes�  in�  two�  hours;�  Kirk�  Bronsord’s�  SuperDuty�  Facebook�  page�  cover)Couldn’t�  have�  done�  it�  all�  without�  my�  truck.

FEELINGEnjoying�  the�  feeling�  of�  having�  done�  something�  worthwhile.Enjoying�  the�  feeling�  of�  being�  part�  of�  something�  thatmade�  a�  difference.Feeling�  good�  about�  my�  skills�  and�  tools�  and�  truck.

DOINGShopping�  for�  a�  new�  truck.Visi ng�  the�  We�  Own�  Work�  website�  to�  learn�  about�  F-­‐Series�  and�  the�  brand�  they’ve�  heard�  about�  from�  theirfriends.

THINKINGFord�  understands�  my�  world�  and�  my�  kind�  of�  work.

FEELINGI’m�  feeling�  good�  about�  Ford.I’m�  feeling�  like�  F-­‐Series�  is�  my�  kind�  of�  truck.

•�  Passion�  for�  football•�  Iden fies�  with�  team•�  Very�  social�  •�  Supports�  causes,�  gets�  involved•�  Not�  overtly�  poli cal,�  though�  strong�  �  �  values�  -­‐�  does�  the�  right�  things•�  Expect�  to�  be�  listened�  to

Rebuilding�  Together�  /�  “Good�  Work”-­‐�  Fan�  Na on,�  Ford�  F-­‐Series�  and�  the�  Skilled�  Trades�  �  �  �  Industry�  partner�  to�  own�  the�  work�  in�  150�  rebuild�  �  �  projects�  in�  selected�  markets�  and�  communi es-­‐�  Consumer�  directed�  genera on�  of�  jobsite�  content-­‐�  Presen ng�  Sponsor�  “Tradesperson�  of�  the�  Year”-­‐�  Official�  Trucks�  of�  Rebuilding�  Together-­‐�  The�  cause�  that�  supports�  the�  strategic�  pla orm

The�  kind�  of�  people�  Ford�  wants�  to�  engageAc ve,�  social,�  involved�  doers,�  work�  truck�  buyers

Pride�  of�  ownership-­‐�  “I�  have�  owned�  a�  Chevy�  and�  a�  Dodge�  but�  I�  love�  �  �  �  my�  Ford.�  It’s�  the�  work�  horse�  for�  the�  Bad�  Boyz�  �  �  �  of�  BBQ.�  �  �  �  �  Kirk�  B.�  Administrator�  of�  Bad�  Boyz�  of�  BBQ,�  one�  �  �  �  of�  5,000�  Facebook�  communi es�  in�  the�  NFL�  �  �  �  Fan�  Na on

Community�  generated�  content�  to�  feed�  the�  website

Community�  generated�  leads�  

Facebook�  Analy cs�  /�  Radian6Engagement�  Console�  -­‐�  Mobile�  /�  Twi er

Volunteer�  Counts�  /�  Reposts�  /�  PR�  Story�  TrackingMobile�  /�  Twi er�  Analy cs

Posts�  /�  Reposts�  /�  Virality�  MeasurementMobile�  /�  Twi er�  Analy cs�  /�  Influence�  Measures

Post�  to�  Shop�  Conversion�  TrackingAwarenss�  and�  A tude�  Tracker�  /�  Build�  and�  Price