Motorcycle OEM Facebook Report

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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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http://www.its-all-social.com/


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


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

http://www.linkedin.com/groupItem?view=&gid=139818&type=member&item=35672779&qid=56da442d-2deb-4017-86ac-51c78c11bbaf&goback=%2Egmp_139818

http://heartwooddigital.com/2010/11/social-media-integration-benchmark/

http://www.web-strategist.com/blog/2010/07/27/altimeter-report-the-8-success-criteria-for-facebook-page-marketing/



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.


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




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.


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


No. 3 Be Up To Date


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


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.

http://www.hubspot.com/


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


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.

http://www.goingsocialnow.com/2010/05/the-facebook-microsite-syndrom.php


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.


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


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


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


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.


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


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.

Motorcycle OEM Facebook Report

Automotive

Transcript of Motorcycle OEM Facebook Report