Silverstone’s Social Media

Why social media?*

Opportunity to broadcast & engage• Fans of the brand are 28% more likely to

repeat purchase• 68% - more likely to recommend brands

they’ve liked• 44% follow fan pages friends have liked*Data highlighted above is from Syncapse Corp’s The Value of a Facebook Fan: An Empirical View, published in June 2011.

What social can do for Silverstone

• Increase traffic to website• Specifically target experience enthusiasts• Improve relationship with brand, two-way• Brand awareness• Improve communication channels• Support overall business objectives• Additional channel• Get a share of the voice and influence

Social media in racing/entertainment environments

Race Venue Facebook Twitter

25,906 1,908

7,576 3,776

1,489 1,334

1,100 1,816

n/a 372

Attractions/Entertainment Venues

Entertainment Venue Facebook Twitter

735,156 8,585

360,266 6,237

94,244 4,595

17,155 5,288

11,640 3,106

Alton Towers & Butlins

A Potential 3 Point Plan

• Get house in order – cover the basics• Day to Day & Brand Territory content• Campaigns and broader business objectives

Facebook - The basics

• Add Like buttons to web content• iFrames • Shop function online• Maximise SEO in about and info• Inclusion within all print and e-marketing• Polling function• Drive traffic to areas of site

Twitter, Flickr & YouTube - The basics

• The bio• The appearance • Develop key “Power Twitter,” influencers• Follower strategy• Brand mentions – monitor• Develop channel for video content• Integrate into online & offline• Hashtags

Day to day content

• Develop response/engagement strategy– Internal and external

• Tie-ins with broader business objectives and marketing activity

• Develop brand territory areas• Polling – workshop with marketing function• Calendar specific i.e. Father’s Day

Brand Territory for Content

• Festivals• Experiences• Top Destinations

• Keeping the kids entertained

• Top tips for treating your lady

• How to change a tyre

• How to refresh your A/C

• How to boost performance

• Motorsport News

Motorsport Car

Days out/AttractionsFamily

An example week of postingDate Facebook Content purpose13/06 Father’s Day is only a week away,

have you got it sorted? We know most Dad’s would love a track day experience!

Commercial gain.

14/06 Who do you think the best F1 team is – and why?

Interaction focus

15/06 Less then 3 weeks to go now! Who’s coming?

Interaction focus

16/06 McLaren can change a tyre in 3.1 secs. With our guide, you could definitely speed up your next tyre change – check it out!

Interaction focus

17/06 For all of you who have forgotten about Father’s Day – only 2 days away – BOOK NOW.

Commercial gain.

18/06 We’ll be sitting down with Damon Hill next week, what questions do you want to ask him?

Interaction focus.

19/06 Do you think motorsport is a family friendly day out? What can we do to make it so?

Interaction focus.

Initial Campaign Concepts

• Additional brand awareness, outside our fan base – making it shareable and expanding fan base.– Retweets, posts and shares.

• Two campaigns a year, 6 months per campaign• Track Icon• Fantasy Racer• TrackStar

Track Icon: Real-time Driver Competition

Aim: Competitive nature of track day experiences will increase engagement and WOM.

Fantasy Racer

A fantasy style game, where fans of Superbikes, MotoGP and F1 pick their winners.

TrackStar Game

• Share and post scores on Silverstone• QR code inclusion• Winner gets laps with their favourite driver at

F1 GP• Aim to increase followings on Facebook/Twitter

Summary

• Guidelines crucial• Initial basics need covering first• Content-driven strategy• Aim to increase brand value/association• Commercial edge key – likely to change• Campaign concepts developed

The End

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