Bavarian Motor Works
Birthday: 1916
Hometown: Munich, Germany
Target
Middle-upper-class
High-class
Pursuing Status
Competitors
Part of "German Big 3"
Mercedes Benz
Audi
Strategic Goals
Growth
Shaping the Future
Profitability
Access to Technologies and Access to Customers
The Brand
Promote brand image
Increase conversion rates
Focus on stunning images of their vehicles
Key Objectives of Social Media Presence
Performance Evaluation
Current Social Media Presence
BMW
Social Media Strategy Analysis
Recent Campaigns
How is the fit?
More activity on Twitter and LinkedIn
Increased inbound traffic
Better search engine rankings
Richer customer service
Recommendations
Buzz Demographics
BMW leads in activity but lags in engagement
Superbowl 2015 Ads
#HelloFuture
#TheBigRace
Key Objectives of Company Website
Share technical details
Providing information to educate consumers
Improve consumer insights
Create higher brand authority
Key Objectives of YouTube Channel
Decrease marketing costs
Improve customer insights
Possible Key Objectives
Increased brand recognition
Improved brand loyalty
More opportunities to convert
Higher conversion rate
Improved customer insights
Higher brand authority
Decreased marketing costs
Increased inbound traffic
Better search engine rankings
Richer customer service
Who won the race?
SWOT Analysis
BMW
Mercedes-Benz
Strengths
Active and consistent presence on all main social media platforms
Portray a brand image that is very appealing for the target audience
Weaknesses
Low engagement on social media relative to competitors (do they want to engage..?)
Relatively small amount of followers on professional networks (e.g. LinkedIn)
Opportunities
Room for improvement on Twitter and LinkedIn
Continue focus on future and on sustainable energy (way to reach our generation that will soon- hopefully- be able to purchase these cars)
Threats
Increasing competition from Japanese luxury brands (ex. Lexus)
Rapidly changing social media environment- will a 'classic' brand such as BMW remain relevant?
Focus on promoting brand image and stunning images of vehicles -> Facebook & Twitter
Focus on increasing conversion rates -> LinkedIn
Super Bowl
#BMWartjourney
Coldplay concert in BMW museum
#BMWstories
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