Using Twitter to engage the NASCAR Nation

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    19-May-2015

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Nationwide Insurance presents "Using Twitter to engage the NASCAR Nation" at the Columbus Chamber's event, "Getting Results with Social Media"

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  • 1. Using Twitter to engage the NASCAR Nation June 18, 2009 Shawn Morton (@sMoRTy71) Nationwide Insurance (@Nationwide)

2. Quick intro

  • Currently lead the social media team atNationwide Insurance
  • Responsible forsocial media strategyacross all lines of business as well as education and advocacy of social media tools internally
  • Relocated to Columbus in July 2008 after spending 9 years leading web product development teams atCNET
  • I was married by anElvis impersonatoron Beale Street in Memphis
  • Ive got4 kidswhose first, middle and last names all start with M
  • I have forgotten more about80s hair metalthan most people will ever know
  • @sMoRTy71on Twitter

Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 3. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 4. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 5. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 6. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 7. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 8. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 9. The NASCAR Nation

  • 75,000,000 NASCAR fans in the U.S.
  • NASCAR is the #1 spectator sports in the U.S.
  • Fans have same overall demographic makeup as the general U.S. population
  • Fans are loyal to the sport and sponsors (46% buy from sponsors of NASCAR)
  • More Fortune 500 companies participate in NASCAR than any other sport
  • Fans have a higher income than the general population in the $50-$100K range
  • Fans supplement TV coverage with the Web

Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 10. Nationwide & NASCAR In 2007, we entered into a7-year sponsorshipof the second-tier NASCAR series that was formerly known as the Busch Series. Through 2014, we are theofficial auto, life and home insurance provider for NASCARas well as the lead sponsor of the NASCAR Nationwide Series. We have somevery aggressive goals for acquiring new customersfrom our relationship with NASCAR. Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 11. How do we reach fans? Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 12. What about social media? Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 13. NASCAR on Twitter

  • Large and active NASCAR fan community on Twitter
  • Drivers, racing teams, tracks and journalists are participating on Twitter
  • Posting over 3,000 NASCAR tweets per day on non-race days
  • Posting 5,000-10,000+ NASCAR tweets per day on race days
  • #NASCAR, #Nationwide and #NNS are the popular NASCAR hashtags

Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 14. Our approach

  • Constraints:
  • No budget
  • Strict limitations on content imposed by NASCAR & Turner
  • Objectives:
  • Primary: See if we can engage fans on Twitter
  • Secondary: Drive more traffic to nationwide.com/series
  • Approach:
  • Focus on behind the scenes, exclusive content
  • Use existing staff with existing tools
  • Use popular #hashtags, driver names and race locations
  • Include the community; ask for requests
  • Use existing @Nationwide account rather than spin off a @NationwideNNS one
  • Do a pilot at one race to gauge reaction

Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 15. Pilot on Nashville on 4/10

  • Prior to race, we had just under 200 followers on Twitter for @Nationwide
  • Announced plan to cover the Nashville race and gained over 100 new followers
  • Gained 150 new followers during the race weekend
  • Got handful of requests for photos and were able to fulfill them

Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance 16. Weve tweeted 9 races so far Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance

  • Nashville on 4/10
  • Phoenix on 4/17
  • Talladega on 4/23
  • Richmond on 5/1
  • Darlington on 5/8
  • Charlotte on 5/23
  • Dover on 5/30
  • Nashville on 6/6
  • Kentucky on 6/13

17. Overall results Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance

  • +750 followers added since 4/10
  • Increased engagement with NASCAR fans
  • Increased visibility in Twitter community (@replies, RTs, #followfriday)
  • Increased traffic to nationwide/series
  • Increased quotes from nationwide/series
  • Allowed Nationwide associates to develop new skills
  • Cost = $0

18. Lessons learned Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance

  • You can get users to engage with an insurance company on Twitter
  • You mustprovide compelling content if you want anyone to care
  • You need to include the community and be ready to engage with them
  • You can distribute social media duties throughout your organization

19. Questions? Using Twitter to engage the NASCAR NationShawn Morton | Nationwide Insurance