Tesla Motors - Final Digital Strategy Presentation
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Transcript of Tesla Motors - Final Digital Strategy Presentation
TESLA MOTORSDigital Strategy
Marshall Clabeaux
Current Strategy
• No advertising• No ad agency• No CMO
Internet Marketing
• Secure and maintain relationships• Social Networks• Blogging• Word of mouth
• Capture Mindshare
Target Audience• Current
• Environmentally concise• Zero emission
• Innovative Consumers• Electric Vehicle
• Target Shift• College students
• Environmentally concise
• Educated• Model 3 Timing
Social Media• Is NOW
• 2016 Advertising• Live Feed
• Capture mindshare• Big 3
• Twitter, Facebook, Instagram
• Twitter• 948.1K Followers• Consistent ads
• Early Environment Fact of The Day• Dinner Time Tesla Trivia• Informative postings
Social Media cont.Facebook
• 1,428,280 Likes• Great current strategy
• ‘Electric routes’• Personal Stories• Informative postings
• \Instagram• Big potential
• 553K followers• Increase postings
• Informative• Environmental facts
Mobile Strategy• YouTube biggest opportunity
• Expand to daily lessons 10-15 minutes• Topics included currently Customer stories, Tesla playlists, Autopilot, Touchscreen walkthrough, manufacturing, Tesla in the news, Model X, and Roadster.• Only 145,000+ subscribers
• Opportunity to capture mindshare
• Mobile Social Medias• Twitter – 948.1k+ Followers• Facebook – 1,400,000+ Likes• Instagram – 553k+ Followers
Measuring Metrics• Net Promoter Score
• Friends and Family• CLV / CAC Ratio
• Customer lifetime value• Cost of customer acquisition
• Number of comments / blog posts• Facebook, Twitter, Instagram, YouTube comments• Blog posts regarding Tesla
• Electric vehicle transition
Big Idea
• College market key to future sustainability• Educated – environmentally knowledgeable/concise • Tech Savvy
• Climate Change• Electric vehicle importance • Clean path
Closing
• Current legal issues in states
• Selling directly to consumers
• Model S • Sticker shock
• Starts at $69,000 goes to $120,000
• Model 3 Potential • Base price $35,000
• Incentives could lower to $25,000• 375,000 reservations – $14 billion future sales• Production orders now
• 200,000 - 2017• Production full swing late 2019