Cause marketing/community development
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Transcript of Cause marketing/community development
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