At the House of Harley-Davidson, we want to communicate with our customers the way they want to be communicated with. These days, that’s social media.
We spend a lot of time and effort on a clean social media campaign which includes Facebook, Twitter, YouTube, and the House of Harley blog. Our social media efforts all point to our website and increasing our SEO. The marketing team at the House works closely with PSN to ensure our social media efforts flow smoothly into our website, which receives an annual facelift to keep it all fresh and new.
Our most exciting integrated marketing campaign in 2012 was for the Bike That Social Media Built. Beginning in January 2012, The House relied on fans and followers to vote on the customization of a brand new Harley-Davidson Iron 883. Each week for six weeks, the House gave fans new options for the bike, and followers were able to track the progress of the custom bike via Facebook, Twitter, and the House’s blog, http://blog.houseofharley.com/.
Nearly 3,500 fans, followers, and subscribers voted on the details of this dream bike. The experts in the House’s House of Customs department customized the overall style, paint, seat design, and various parts and accessories options. The finished product was unveiled at the 2012 Milwaukee Auto Show and then donated to Fisher House Wisconsin, building a home away from home for military families visiting the Zablocki VA Medical Center in Milwaukee. Fisher House Wisconsin has been selling raffle tickets for the Bike That Social Media Built all year, and the winner will be drawn on Saturday, Nov. 10! A lot of thought goes into the design of a motorcycle. The House Of Harley-Davidson wanted to build a program that would showcase the House Of Customs while engaging and growing our online community. The Bike That Social Media Built combined both initiatives. The program helped expand The House Of Harley-Davidson’s reputation as the leading Harley-Davidson dealership in the country and further solidified our partnership with The Fisher House Wisconsin.
Trying to differentiate the voting process and drive more traffic to the HOHD blog, we executed an integrated program for public voting that featured content development (written, video, and photography), blog apps for public voting, social media engagement and community management, public relations, leveraging the HOHD partnership with The Fisher House Wisconsin, and other marketing efforts (both internal and external) for the community voting process. By approaching the Bike That Social Media Built community voting in this manner, we were able to connect the program to HOHD customers, the Fisher House Wisconsin community, and other custom motorcycle enthusiasts in ways were did not previously. It also gave us an opportunity to start dialogues within our community and have them become advocates for the program and encourage others to vote for their favorite features each week.
In addition, we were able to seamlessly connect the content to our social media properties including our Facebook, Twitter and YouTube accounts. Knowing the uniqueness and the potential impact of this program on our community, we wanted to leverage the rich public relations, social media and marketing opportunities this program provides. Once the program reached the later stages (weeks five and six) it was getting pickups in industry publications and trade magazines as ways to leverage social media as a dealership.
The overall strategic approach for our Bike That Social Media Built program was to facilitate community participation and drive engagement through multiple touch points. Our approach was to create dynamic content and a unique experience to amplify word of mouth to motivate others to participate in the public voting. We wanted to position the public vote as a way for our community to get involved, both online and offline, in process, and give them a voice in selecting each piece of the motorcycle. By developing a fully integrated campaign around the Bike That Social Media Built program, it helped to drive the community to both online and offline events of the voting program to foster new experiences to build and engage upon with our online community.