Question

you are the marketing manager for the Tesla model 3 and have been tasked with developing an effective social media strategy.

a) develop a concept for an online brand community for Tesla model 3 enthusiasts. outline the specific features that the brand community will have as well as the value of the specific features to the community members and to Tesla.

b) identify specific social networking platforms that you would use in the development of a social media strategy for Tesla, explain the reasons why you would use each of the selected platforms, identify the specific ways that you would use each one, and list the specific outcomes that you would use to determine the effectiveness of your overall social media strategy across those platforms.

Answer 1

For social marketing, I would use YouTube. youtube is widely used by the target customers which is the executive class of the society. Moreover, the ads also get prominence in the platform which would help it in gaining the attention it needs and seeks.

I would ask the Marketing team to create short as well as long-form videos advertising the various salient features of the model. The model will be of high-quality showing the interior as well as exterior features of the car. A smaller 30-seconds video will also be used for the promotion on Instagram. There will also be promotional packages on Instagram along with a winning prize for the users who share the post with maximum people. This will provide additional leverage to the model.

The main target would be executive class people looking for an eco-friendly car and one which meets all the demands of a modern car in terms of look, durability, speed, and comfort. The main feature of future self-driving possibilities will also be conveyed clearly through the campaigns.

Simply put, Online communities are a great way to gain customer attention, especially for tangible products. Tesla 3 is a great candidate for creating brand community. The strategies that can be adopted are as following…

Create a network of car enthusiasts who have the technical know-how of how cars work. Drag racers, speed junkies and travel bloggers can all be roped in by giving special e-invites via FB groups. Similar strategy can be obtained in Twitter by creating hastags and generating online interest.

Once a motley crew of 10 to 15 members are created, start generating conversation. Bring in a few liners as talking points such as how moving away from gas guzzlers to electric cars are the best thing for the future. These conversations don’t necessarily have to be ones that only praise Tesla. The idea is to just get a buzz going.

Once enough chatter has been generated, links to these communities can be sent out to several retail level car buyers through email blasts. FB promotion pages can be created and inclusion in this group can be accepted only by members. Reject a few new members, intentionally, just to create an exclusivity in the group.

Give away hampers for online contests, free test drives, attractive discount and financing options can be doled out as a means to incentivize participation.

Special campaigns such as post a selfie with your local Tesla Dealer and win a 1 year free insurance for your new Tesla 3 car…campaigns such as these can drive a lot of foot fall to all Tesla dealers. Remaining part of the deal (closing on the sale) can be executed by sales staff present at the dealerships.