1) Review the instructor's feedback provided to you in Assignments 1-8.2) Edit and update Assignments 1-8 using the feedback provided to you by the instructor.3) Using a Word document, set up the writ

H-D Social Media Marketing

• Provide a detailed account of how this company uses social networks as an advertising medium for its products/services. Example: Facebook, Twitter, YouTube.

Randy Sprenger, manager of electronic advertising and direct promotions, Harley-Davidson, launched social media initiatives for the company in July of 2009 and has been leading the company’s campaigns for the last 10 years (Staff, 2009). Sprenger says “one of the greatest advantages of social media is the voice of the customer. Posting questions like Are you in favor of darkening the bike, blackening the bike, or shiny chrome?” allows the company to learn what the customers are interested in seeing and purchasing (Staff, 2009). During the time Sprenger has overseen Harley-Davidson.com, he has developed new business around bike enthusiasts, accrued 145,904 fans on Facebook, all due to him zeroing in on social media and mobile marketing. His efforts have helped the brand grow its Harley Owners Group to 1.2 million members (Staff, 2009).

In 2017 Harley-Davidson launched a social media campaign that shared 30-90 second videos of riders from all walks of life. The videos are generated by bikers showing off their motorcycles in action and sharing information about the perks different models have to offer. The new social media platform, “All for Freedom, Freedom for All,” is part of the company’s 10-year strategy to create the next generation of riders. (Barrett, 2017). Another marketing technique mentioned in the article is campaigning with other companies such as the SnapTell agency. SnapTell is a mobile based agency that ran a campaign called “V-Rod Muscle” motorcycle that combined ads for men with mobile marketing (Staff, 2009). The campaign allowed consumers to download wallpapers featuring different motorcycles and swimsuit models. Needless to say, the campaign was a success.

• Customer Relationship Management (CRM). Identify and describe one way the company uses social media to build and manage customer relationships. Provide your overall assessment of the company’s marketing strategies.

With platforms like Facebook, which has capabilities of creating events and setting reminders H-D can advertise their events. They can even post on the home page whatever events they are hosting for HOG members, which recruit new members. The greatest strategy Harley Davidson has in marketing is their relationship with the customers. I have seen it when we go into their dealerships and I have read it on their website. They are out on floor shaking hands with potential buyers, sharing some of their experiences, and even consider other riders’ family. Most of the employees at H-D are riders themselves. Sprenger says “we’re not just saying ‘we are close to the customer,’ we are actually riders. We participate in events as riders. One of our greatest strengths is our enthusiasm. We always want to be out talking to our riders, shaking their hands, and hearing what they have to say” (Staff, 2009).

• If you were the marketing manager, describe one change you would make to improve the marketing strategy. 

If I were the marketing manager one improvement, I would make to the marketing strategy is more advertising. Some examples of advertising I would do are geofencing advertisements, and large billboards placed in high traffic areas for people to see. Lastly, I would push more social media exposure and mobile advertising. Allowing customers to post their bikes, about their experiences, and the benefits that come with owning a Harley will give new riders a glimpse of what the company’s quality without feeling pressured to make a purchase. More appearances in movies and television shows would help the company’s market right now as well because, with the current pandemic forcing everyone into quarantine the about of time spent watching television has increased significantly.

References

Staff, A. (2009, April 29). How Harley-Davidson Drives Mobile Marketing, Facebook. Adweek. https://www.adweek.com/brand-marketing/how-harley-davidson-drives-mobile-marketing-facebook-105714/.

Barrett, R. (2017, August 16). Harley-Davidson launches new social media campaign with rider videos, photos. Milwaukee Journal Sentinel. https://www.jsonline.com/story/money/2017/08/16/harley-davidson-launches-new-social-media-campaign-rider-videos-photos/572275001/.