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!

© Web Strategy Plus 2013. All rights reserved.

Presented by: Michelle HummelCEO of Web Strategy PlusWeb Design & Social Media Agency

Founder of Web Media University &Cincinnati Social Media Enthusiasts

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 TodayQuality ContentSocial EngagementCustomer ReviewsBrand 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

© Web Strategy Plus 2013. All rights reserved. Credit : InternetWorldStats.com

#1 most visited site in the worldIf Facebook were a country it would

be the 3rd largest in the world1.19 billion monthly active users,

growing at a rate of 5-6 million users per week

58% women and 42% menMore than 5 billion minutes are spent

on Facebook each day3.2 billion Likes and Comments daily50 million businesses have Facebook

fan pages

Do you have a Facebook business page?

The Big Players - Google Plus

© Web Strategy Plus 2013. All rights reserved. Credit : InternetWorldStats.com

70% of brands have a Google Plus page

300 million monthly active users38.37% of Google+ visits are by

those in the 25-34 age bracket71% men and 29% womenWebsites using the +1 button

generate 3.5X the Google+ visits than sites with it

Do you have a Google Plus business page?

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 OnPocket ComputerSocial NetworkingShoppingNavigationCamera/VideoTextingAnd….making phone calls

Do you go back home if you forgot your phone?

Mobile Friendly Site is Critical


Do you have a Mobile Friendly website?

Mobile Devices have become bigger than PC sales

86% of adults own a Mobile phone

53% use it to access the Internet57% of users will not recommend

a business with a poorly designed mobile site

Mobile Internet is becoming the Internet

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 site “Social Media Friendly”?

Is your content easily shareable?© Web Strategy Plus 2013. All rights reserved.

You have 3 seconds to grab your prospects attention!

Free Video Free Info PaperFree DownloadFree TicketsFree Magazine

What is Your “Call To Action”?

What is your strongest offer? © Web Strategy Plus 2013. All rights reserved.

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 Social Media Hub?

Do you have a Blog? Does it live on your website? © Web Strategy Plus 2013. All rights reserved.

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?

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 Unique Brand Story?

What is your emotionally engaging story?


• 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

Who is Your Community Manager?


Define Your Goals


Increase blog subscribersMore likes, fans and followersImprove search engine rankingsIncrease blog post commentsReduce your sites bounce rateIncrease coupon redemptionTurn fans into advocatesIncrease website trafficIncrease salesIncrease reviews

What are your social media marketing goals?

Social Media Engagement


You want people to share things You want people be advocatesYou want people to visit frequentlyYou want people to refer friendsYou 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 – B2CLinkedIn – B2BFoursquare – B2CTwitter – B2B & B2CYouTube – B2B & B2CGoogle 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 ResourceTechnorati Blog Directory

Do you share relevant industry related content?


QR Code Strategies


Have you ever scanned a QR Code?

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.

Text (SMS) Campaign Strategies


When was the last time you read a Text Message?

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

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?© Web Strategy Plus 2013. All rights reserved.

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 interviewsVideo tour of the cars and

trackClips of the race

What video content would your fans enjoy?© Web Strategy Plus 2013. All rights reserved.

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?© Web Strategy Plus 2013. All rights reserved.

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 ThemesPlan for EventsDecide what days and at what time

you will post Plug into excel to track easilyDon’t forget to include Holidays and

post about current events

Social Media Posting Strategy


SEO Blogs - 2-4 blogs per monthSEO Press Releases – 1 per monthFacebook – 1 post per dayTwitter – 3-5 Tweets per dayGoogle Plus - 1 post per dayYouTube – 1 new video per weekLinkedIn Personal Profile – 1 post per

dayLinkedIn Groups – 1 post per weekLinkedIn Company Page – 1 per day

Listen, Communicate & Respond

Respond quickly to commentsEngage by asking questions, and

posting topics for discussionCustomers want to know that

they are helping to shape the products you provide

They want to know that you’re thinking about them

Online ResourceSendSocialMedia.com


• 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

Benefits of a Community Manager


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

[email protected]


social media marketing strategies for the racing industry

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