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The analysis reveals opportunities for Motorcycle OEM’s to
get more involved in the Social Media conversation
Jim Viola
www.its-all-social.com
March 17, 2011
Analysis based on original research by Jeremiah Owyang of the Altimeter Group
“The 8 Success Criteria For Facebook Page Marketing”
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Contents
Report Back Ground ...................................................................................................................................................3
Report Scope and Methods ........................................................................................................................................3
Disclosure ...................................................................................................................................................................3
Executive Summary ....................................................................................................................................................3
The 8 Success Criteria in the original Altimeter study ................................................................................................5
No. 1 Set Community Expectations ...........................................................................................................................5
No. 2 Provide Cohesive Branding ..............................................................................................................................6
No. 3 Be Up To Date ..................................................................................................................................................7
No. 4 Live Authenticity ..............................................................................................................................................7
No. 5 Participate in Dialog .........................................................................................................................................8
No. 6 Enable Peer-to Peer Interactions .....................................................................................................................9
No. 7 Foster Advocacy ................................................................................................................................................9
No. 8 Solicit a Call to Action..................................................................................................................................... 10
Chart – Motorcycle OEM’s Progress on Facebook .................................................................................................. 11
Recommendations ................................................................................................................................................... 12
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Report Back Ground
A LinkedIn post in the Motorcycle Industry Professional group regarding the Motorcycle Industry’s social media
involvement, Social media integration within the motorcycle industry - why so poor? received numerous
responses from a range of industry people. The post was in response to a UK study by Hartwood Digital1 that
focused on the visible level of social media integration of 202 exhibitors at a Birmingham Motorcycle Show. The
Linkedin conversation drifted to discuss OEM’s Social Media involvement more specifically. In light of this
conversation and Jeremiah Owyang’s, July 27,2010 report2 on Facebook page marketing which looked at major
brands level of maturity on Facebook, this report was born. Mr. Owyang’s original study looked at firms
outside the motorcycle industry but did include some automotive nameplates. This report analyzes a group of
Motorcycle OEM’s Facebook pages with a backdrop set in Jeremiah Owyang’s original study.
Report Scope and Methods
This report covers the 8 basic success criteria outlined in the original Altimeter study. The original report
conducted research that substantiated these 8 areas as Facebook best practices. This report uses a similar
scoring method, however, the scoring criteria utilized is unique to this report. Therefore, any direct comparison
to the scores generated for the companies in the original report would be meaningless. Scores in each area are
based on a scale from 1 to 5.
This report was based on analysis of 12 OEM company Facebook pages. (North America pages were utilized
when there was an option) Data was reviewed during two separate two week periods and a specific number of
posts at different time frames during 2011(2010 if volume of posts needed) as well as periodic page reviews in
January, February and March of 2011. The report is intended to highlight the opportunities consistent with the
promise of Social Media as it evolves.
Disclosure
At points in my career I was an employee or contractor for BMW Motorcycles and Ducati in North America.
Therefore, I have an understanding of the size of the operations and the challenges of resources, both human
and financial, that can be realistically employed for new initiatives. It is understood that the most likely owners
of these projects are not the organizational leaders and as with any new technology, especially one that requires
“corporate openness” support may be conservative at first. Several years ago the Ducati Facebook page was
initiated under my watch, therefore, I will take some responsibility for shortfalls. Comments posted on the
pages by individuals known to be employed by or contracting for the company were not considered corporate
responses unless indicated on the page as such.
Executive Summary
Brands are moving into social media for many reasons. The move is frequently made without a clear strategy
and in reaction to competitor’s moves. The comment “I have to be in Social Media” is common, however, the
important answer is to the question that should follow; “Why?”
1 http://heartwooddigital.com/2010/11/social-media-integration-benchmark/
2 Jeremiah Owyang is a Partner/Industry Analyst at The Altimeter Group. His original report is linked here: The 8 Success
Criteria For Facebook Page Marketing
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Of the 12 brands reviewed we can see some progress against the success criteria, however, the social (two way
communication) aspect of social media is visibly lacking on the Facebook platforms. In fact two sites do not
allow customer originated comments and customer questions often go unanswered.
There are worries that the new media will create or amplify a negative issue. However, the motorcycle industry
has plenty of forums outside the corporate umbrella and people have been discussing the motorcycle brands for
years. Being truly connected will help notify organizations about a problem more quickly. A quick response to
resolve an issue is often a positive. Is this not a better situation than getting to the game late after the issue
has been thoroughly discussed?
Many corporations are treating their social media channels the same as traditional broadcast channels with one
way communication and this is evident in this analysis. Also, there are third-party posts or discussions items that
should be rightfully removed as they were not in the spirit of the page. Unfortunately, people are on the net
posting irrelevant content, therefore brands need to be monitoring their pages.
This report shows there are positive movements on Facebook but changes are needed to maximize the
medium’s potential. There is a need to be realistic about resources, both human and financial, that can be
devoted to the area. A clear social media plan will help maximize resource allocation.
The perspective on the lack of engagement on Facebook may change using an analogy to a familiar powersports
marketing tool; events. Events are a great place connect
with customers and prospects. It is a place to engage
them and find out about their needs and wants, answer
questions, comment on their motorcycles and entertain
them all while building brand equity. Certainly comments
and questions would not be ignored at an Event or show.
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The 8 Success Criteria in the original Altimeter study include:
1. Set Community Expectations
2. Provide Cohesive Branding
3. Be Up To Date
4. Live Authenticity
5. Participate In Dialog
6. Enable Peer-to-Peer Interactions
7. Foster Advocacy
8. Solicit A Call To Action
The original criteria were defined in the study and can be found here: The 8 Success Criteria For Facebook Page
Marketing. The scoring in this report uses the definitions from Altimeter’s report as a guideline only.
No. 1 Set Community Expectations
Expectations need to be clear to reduce confusion and abuse. Visitors should have a clear idea of what they
can expect from the page and what the brand expects from the fans (or likes). Will the brand be offering deals,
tips, support or just news and information. Is there a clear indication of where to go for technical/personal
service or support? Does the site indicate it is the brand’s official page? Posting guidelines up front can prevent
misunderstandings and some abuse while being clear why some items are removed.
Average score 1.7 out of 5
Page guidelines ranged from providing explicit
details to not even mentioning if it was the
Brand’s official page. Kawasaki is a good
example of setting expectations as well as
sighting Facebook’s official guidelines. They
indicated that it is their official page in the info
section and created a separate tab listing the
specific guidelines in a professional manner
with a “soft opening” consistent with the
medium.
The majority of Manufacturers used the Info
tab for a brand and product position statement
including links to websites without listing
guidelines or expectations. Although the report
only includes the Yamaha Motor Facebook page,
the Yamaha Corporate Racing page did post clear guidelines and expectations about their page in the info area.
Figure 1- Kawasaki Guidelines use a “light” opening to introduce guidelines
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Suzuki listed guidelines with very explicit terms. The message starts off positive, but quickly
becomes apparent that the legal department had the final edits. We do live in a litigious society
and many have shaken our head at some product labeling warning stickers companies feel
compelled to apply, but a little more marketing influence would blend better in this environment.
BMW is clear about the official page and tags its profile picture as the Official Fan Page, however
they briefly mention page expectations without clear guidelines.
(Note - BMW also has several pages geared toward their individual segments, however, this report reviewed only the BMW Motorcycles
fan page.)
Once guidelines are set, the question becomes - are both sides living up to the expectations? For
example, Kawasaki and Suzuki indicate they will reply to customers. Kawasaki mentions “Feel free
to hit us up with commentary, criticism, and questions.”, while Suzuki indicates the Fan page is “a
way to further connect with Suzuki powersports enthusiasts”.
(Are the OEM’s living up to the Social Connections? - not yet)
No. 2 Provide Cohesive Branding
Facebook pages are an extension of the brand experience. Not meant to duplicate corporate websites,
although functions will likely overlap more in the future, the branding should send a consistent message. Logos,
profile pages and custom tabs were reviewed for consistency. Custom applications can help brand bring unique
experiences to pages and are a good place to focus calls to action.
Average score 3.3 out of 5
Most brands completed the basics, while several expanded on the theme using branded
landing pages and expanded profile images. For example Yamaha, Ducati and BMW
maximized the profile image space while Yamaha and Suzuki utilized their profile image to
advertise a current promotion.
Harley Davidson set up a “Resources” branded landing page that offers a
variety of selections consistent with the brand message. However, Harley’s
insurance segment links to a Progressive insurance webpage that consistently
provided us with the message, “cannot read your request” click here. The
ease of moving through and reducing clicks does not meet brand
expectations. Throughout the pages reviewed there are some similar issues.
Remember the pages are expanding the user experience.
Figure 2- BMW Profile Image
Figure 4- Harley-Davidson Landing Page
Figure 3- Ducati & Yamaha expanded Profile Images
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No. 3 Be Up To Date
Average score 4.8 out of 5
Updating content is important to keep users engaged. The average posts per week by the 12 OEM’s were 5.7,
with Ducati posting a high of 11.3 times per week and the low with Norton posting 0.5 times per week. Of the
two 2-week periods measured only one brand did not meet the basic criteria of 1 post every 2 weeks and only
during one of the two periods. The relevance of the posts and engagements were not considered in this
category, however, relevant posts are key to ensure your posts are finding their way onto users’ walls. HubSpot
research indicates that optimal post frequency was every other day, however, post quality is key.3
Additionally this report looked at the events section of the pages as they are integral to the motorcycle
social experience. As much as motorcyclists participate online, the motorcycle experience is in the
activity. This section was scored separately and not counted in the totals. This review produced results
from not having the event tab accessible or no events posted to Triumph’s custom event page that quickly
directs visitors to sign up for a demo ride at a national or dealer event.
No. 4 Live Authenticity
Average score 1.2 out of 5
Facebook Page or a website /microsite? The Facebook platform is unique in that it requires users to provide
their real names. Users are accustom to corresponding with friends as themselves as opposed to anonymously
3 Facebook Page Marketing 2011, HubSpot www.HubSpot.com
Figure 5 - Victory and Aprilia incorporate branded landing pages for new visitors
Figure 6 - Triumph focuses the Events tab with links directly to Demo signups on their website.
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as allowed on many other platforms. Trust builds when you personalize interactions. This is where the
“event” scenario comparison is interesting in that companies will provide event personnel with branded shirts
and name tags when they interact with people at shows and events. The interaction is part of the personal
experience and the visitor feels comfortable speaking with an actual representative whose name they know.
Why does this personalization disappear in the electronic social conversation on a platform geared specifically
for personal interaction?
Shiv Singh of PepsiCo notes the importance of “real, authentic people speaking on behalf of your brand for you
online. If I don’t know who’s doing the talking it’ll feel even more like a microsite experience than a Facebook
one.”4
Very few posts reviewed mentioned a person behind them. Suzuki started using a young female racer to
contribute to their page and she is signing her posts. The next step will be engaging in conversations. A few
other sites occasionally identified the person behind the post, but not consistently. Victory had a few corporate
posts signed by an individual who does post regularly to the page under his personal account. (Despite
familiarity with some personnel at the OEM’s credit was not given if they did not identify themselves as
company representatives). Occasionally dealer personnel would contribute to the discussion which is an
interesting aspect for the industry. Overall posts and the limited replies were anonymous.
No. 5 Participate in Dialog
Average score 1.3 out of 5
Two samples of 40 posts were reviewed as well as discussion areas (where activated) to gauge Company
participation. Of the 12 pages reviewed there was very little conversation. In fact other than original posts
there was no interaction by 50% of the companies. Often the discussion areas were completely ignored. The
companies that scored highest for reply comments were Victory, Can-Am Sypder and BMW. Victory also
commented on 50% percent of the discussions topics reviewed and Can-Am Spyder about 30%. It was evident
that many of the discussion tabs were not reviewed. Brands had discussion posts with no responses and third
party posts that should be removed.
4 Shiv Sign, “Facebook Microsite Syndrome. 10 Signs you have it today, ”Going Social Now”, May 2, 2010
(http://www.goingsocialnow.com/2010/05/the-facebook-microsite-syndrom.php) - sited from Altimeter report
Figure 7 Can-Am Spyder answers a simple dealer location question.
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Overall the participation rate is dismal. There is
little consistency on interactions and posted
questions often go unanswered. The flood gates for
conversations are open, a task that can be
overwhelming, however, just having a Facebook page
does not mean you are involved in Social Media.
Next steps – Start the conversation
No. 6 Enable Peer-to Peer Interactions
Leveraging the knowledge base of users can open up a world of information. Many questions can be answered
in an environment that encourages peer-to-peer interactions. Asking fans to respond to each other, showcasing
fan contributions and recognizing top contributors will foster site dialog and make the site more valuable to
users. Fans are having these conversations now, elsewhere, and businesses should want to be part of the
conversation. Concerns are valid. For example, technical questions answered incorrectly could have a serious
impacts, therefore, a well trained moderator is recommended. However, concerns should not hold back the
conversation.
Average score 0.9 out of 5
There is little or no evidence of fostering communication. In fact two of the sites do not allow direct customer
comments. To foster peer-to-peer communication these sites need to encourage engagement. For example, if
a person asks about parts for an out of date model, a corporate request to help the individual source them can
be submitted. Resources from the fan base can provide help.
Next steps - Work with customer facing representatives for customer questions that may be able to be crowd
sourced. Recognize individual contributions and create opportunities for interaction.
No. 7 Foster Advocacy
Average score 1.4 out of 5
Sharing with friends is the heart of Facebook. Tapping into “word of mouth” should be an objective of
organizations as it has proven to be a key factor in the purchase decision. People trust peer opinions more than
corporate advertising. Yet the share button or calls to action were rarely incorporated on these pages.
The Yamaha page utilizes 4 separate customize tabs for 3 contests to win product and a general promotion. Each
tab incorporates a share button. Unfortunately, the share function does not share the contest information, but
instead the general page information for the site. This looses target focus on the promotion being shared and
dilutes the application. Conversely, Victory successfully integrated the share button in a contest in which they
Figure 8 BMW congratulates and thanks a customer on his post
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Page Integrated
Share Buttons
Information shared- Victory
contest specific – Yamaha
standard corporate page
information
asked fans to vote on their favorite T-shirt design for Daytona. The share button link brought you to the specific
page being promoted. The next step is to explicitly ask Fans to share with their friends.
BMW’s landing page is not shy about asking you to “like” the
page and encourage you to invite friends.
Can- Am Spyder’s photo contest encourages owners to post
photos to their walls and tag them. A great way to spread the
images among fans’ friends. (see below)
Outside these examples to share page information there was no
evidence of manufactures encouraging fans to share information
amongst themselves.
No. 8 Solicit a Call to Action
Average score 1.4 out of 5
The goals and metrics for Facebook need to reflect business strategies and measurable results. Efforts focused
on engaging fans and bringing them closer to the brand need to include calls to action to close the loop. Start
with small calls to action like BMW’s Welcome page push to like the page and invite friends. Ask fans to get
involved in polls or surveys like Victory’s contest on their Showcase page mentoined above or their poll to learn
customer interests in demonstration rides. The next steps are to ask fans to share with friends on their walls, as
Can-Am Spyder’s photo contest accomplishes, and provide opportunities to get closer to, or purchase products.
Figures 9, 10 above show examples of Facebook Page share buttons. The 2 pop-up windows show the information listed when the share button is clicked. Yamaha’s information is not specific to the page being shared, but Victory’s does make it clear to friends what is being shared. Figure 11 below is BMW’s Welcome page putting like/suggest page options front and center.
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Can-AM Spyder encouraged fans to post their favorite picture of their Can-Am Spyder to their Facebook wall,
and tag Can-Am by typing “@Can-Am Spyder”. The winner will have an article about them on Can-Am’s blog
and Facebook page. This not only brings their fans into the game, but notifies their fans friends; a good way to
leverage Facebook.
Almost there: Clicking on an apparel item in Ducati North America’s feature tab brings you
directly to the corresponding item in their online store for easy purchase. The next steps -
include the social button in the store, specific FB advertising for the items and a call to
action regarding the page. Aprilia asks you to discover racing parts on sale in a post.
However, the discover them here link they provide leaves users at the generic site home
page instead of a bringing them into an area about the race parts they showed interest in.
The Yamaha Racing page had a link to their eBay store, but nothing posted for sale. A
program that has at least one item up at all times must be considered.
These pages are limited in the call to action or leave the user with an unfilled experience.
A few changes can make a big difference.
Chart – Motorcycle OEM’s Progress on Facebook
Figure 12- click on an Item in Ducati's feature page and you go directly to the store page for that item.
1-Insufficient 2- Speaking 3-Almost Communicating 4-Embracing 5- Engaged
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Recommendations
Embrace the Social aspect of Social Media. Stop treating it as a one way communication. Of the 12 brands
reviewed there was little meaningful interaction. Put down the old playbook, revisit your Facebook objectives
and build your Facebook tactics around engagement. Assess your assets – what content is really worth sharing
according to your fans! Do not rely on interns to communication with your customers, but look for individuals
who want to be involved, internally and externally. Start the conversation.
Plan your short and long term strategies and measurements. What are your expectations from Facebook?
Are you ready to embrace measurements outside of the number of fans or “likes”? Assess your business goals
and use fitting KPI’s to move those goals forward. Assess how your audience wants to connect and be efficient
in accommodating them. Assign the appropriate metrics to measure success.
New tools- beyond Facebook. Facebook and social media will cross over most areas of your business. The tools
and medium will continue to evolve. Look to use applications that enhance the Facebook experience as well as
building the Social Experience across disciplines. Be proactive with engagement programs by expanding social
efforts and look to mine social data for insights and future actions. Look to incorporate your efforts with your
other marketing tools.
Housekeeping – review your Facebook site from the aspect of the user. Do you have tabs that go nowhere?
Are your events up to date? Are there posts on your wall or your discussion sections that need a reply or should
be removed? If you have tabs with no information take them offline until you do. If you promote Social sharing,
make sure you have something of interest to share and deliver consistently. If you have a YouTube page, make
sure the link is directed properly.