1. 1. 1 Social Media & Content Report 2013
2. 2. 2Samsung Honda Social Media & Content Report 2013 FOREWORD This report will take you through the various types of content that were created and distributed in order to grow and nurture the Samsung Honda British Superbike fan base during their championship winning season. This presentation outlines the following: Season overview Online publisher exposure Samsung products promoted Social media overview Content engagement examples Cross promotions of Samsung Mobile UK's Facebook & live event at Samsung Experience Store, Stratford
3. 3. 3Samsung Honda Social Media & Content Report 2013 SAMSUNG HONDA 2013 BRITISH SUPERBIKE CHAMPIONS The Samsung Honda team is celebrating winning the 2013 British Superbike Championship title after Alex Lowes defeated Shane Byrne in a nail biting triple-header weekend to become BSB champion for the first time and making history as the youngest ever title holder. Click on image to play video content.
4. 4. 4Samsung Honda Social Media & Content Report 2013 Alex Lowes Samsung Honda 643 points THE FINAL SHOWDOWN RIDER STATS Shane Byrne Rapid Solicitors Kawasaki 636 points #1 #2 Youngest ever BSB Champion 3 -times BSB Champion
5. 5. 5Samsung Honda Social Media & Content Report 2013 TEAM MANAGER OVERVIEW Havier Beltran Team Manager It was a fantastic end to 2013 for Samsung Honda and Alex. The whole team and everyone involved worked so hard and I cant emphasise enough the effort that has gone into this season. Our partners and everyone involved have done a superb job and that has put us where we are today. Alex was so confident and I had little doubt that he would be able to do this here at Brands Hatch and it was a fabulous end to a great season of BSB.
6. 6. 6Samsung Honda Social Media & Content Report 2013 EXAMPLES OF ONLINE PUBLISHERS THAT COVERED BSB OVER 12 ROUNDS: APRIL TO OCTOBER British Superbikes: Alex Lowes becomes youngest champion Alex Lowes is the new British Superbike champion Samsung Honda rider Alex Lowes scoops British Superbike Championship title Alex Lowes claims British Superbike Championship lead with Brands Hatch podium Lowes scorches to Assen pole Motorsports - Assen BSB: Lowes leads final free practice outing Superbikes Assen BSB: Lowes takes race two win as Byrne, Brookes crash Alex Lowes beats title rival Shane Byrne to pole position ALEX LOWES kept up his brilliant form with victory in Race One at Assen
7. 7. 7Samsung Honda Social Media & Content Report 2013 SAMSUNG PRODUCTS PROMOTED Products Samsung Galaxy Note 2 Samsung Galaxy 10.1 Samsung Galaxy Camera Samsung Note 8.0 How have these products been promoted? We have been promoting Samsung products by creating content relevant to the racing community, subtly seeding product information into content and re-messaging Samsung CTAs from Samsung Mobile UKs campaigns
8. 8. 8Samsung Honda Social Media & Content Report 2013 SAMSUNG PRODUCT PROMOTIONS EXAMPLE Samsung Honda product page on facebook. Showcases Samsung Galaxy devices seamlessly alongside biking lifestyle products. http://www.facebook.com/SamsungHonda/app_563392260358139
9. 9. 9Samsung Honda Social Media & Content Report 2013 SOCIAL MEDIA COMMUNITY GROWTH Figures taken from 1st April to 22th October 2013 Samsung Honda Samsung Mobile UK Cross Promotions assisted in promoting Samsung Mobile UKs Facebook page to the superbike racing community, to help it reach over 1 million fans. It grew from 528,221 to 1,255,790 fans by mid BSB season. The milestone post received a warm welcome from the BSB community. Samsung Honda Facebook fans increase from April- October: 67,000 to 90,279 engaged Fans Samsung Honda Twitter followers increase: 2,900 to 4,671 hardcore race followers UP 35% UP 61%
10. 10. 10Samsung Honda Social Media & Content Report 2013 SOCIAL MEDIA: CONTENT CREATED To nurture and grow the Samsung Honda facebook & twitter communities we created and distributed the following types of content: 12x Beautifully shot race weekend round-up videos from every round with Samsung Galaxy products placement and Samsung URLs for CTA/end frame: www.samsung.com/uk 12x Saturday qualifying results with end frame: www.samsung.com/uk 5x Lap it up race track ride through videos conducted utilising Samsung Note 10.1 12x Behind the scenes photo albums. A bespoke product page beautifully showcasing Samsungs products in amongst motorcycling lifestyle products Multiple photo albums shot on Galaxy Camera, Note 2.0 and 8.0 tablet; showcasing a unique functionality such as S Pen, with product information and URLs to product page Individual celebratory and fun imagery that include product information and product page URLs 417 stories published 3,822,419 impressions 163,210 interactions 4.2% engagement rate 2013 Facebook Stats
11. 11. 11Samsung Honda Social Media & Content Report 2013 TWITTER EXAMPLES Twitter was utilized to distribute racing information as soon as it happened. We tweeted qualifying & racing results, as well as fun behind-the-scenes content, shot and edited using Samsung Galaxy devices. 60+ tweets per race meet 1,500 tweets over the season 2013 Twitter Stats
12. 12. 12Samsung Honda Social Media & Content Report 2013 BRAND AMBASSADORS We created brand ambassadors from general racing fans to professional photographers. Two examples: Created a regular event called #SamsungHondaTakeOver in which fans send in images to takeover the teams Facebook profile cover-flow image Set up twitter competitions allowing fans to win VIP tickets to race events as team guests.
13. 13. 13Samsung Honda Social Media & Content Report 2013 SAMSUNG HONDA CONTENT/ENGAGEMENT EXAMPLES Type of post: Behind-the-scenes photo album This style of post promoted the Samsung Galaxy Camera Showcases behind the scenes photos shot on the device Included product link to allow users to find out more about device. 35,440 post views 6,868 interactions 19.37% engagement rate
14. 14. 14Samsung Honda Social Media & Content Report 2013 SAMSUNG HONDA CONTENT/ENGAGEMENT EXAMPLES Type of post: Autographed photo album This post promoted Samsung Galaxy Note 8.0 Showcases photos shot on the device Then personalised / autographed with S Pen Included product link to allow users to find out more about device. 54,464 post views 2,547 interactions 4.85% engagement rate
15. 15. 15Samsung Honda Social Media & Content Report 2013 SAMSUNG HONDA CONTENT/ENGAGEMENT EXAMPLES Type of post: Single photo story This post promoted Samsung Galaxy Note 10.0 Showcases photos shot on the device Then scribed with Samsungs unique with S Pen Included product link to allow users to find out more about device. 9,308 post views 1,340 interactions 14.39% engagement rate
16. 16. 16Samsung Honda Social Media & Content Report 2013 SAMSUNG HONDA CONTENT EXAMPLES Video post: Lap It Up! A series of 5 videos featuring Samsung Honda star riders, talking you through their favourite race tracks. Click image to play video.
17. 17. 17Samsung Honda Social Media & Content Report 2013 CROSS PROMOTIONS: SAMSUNG MOBILE UK FACEBOOK CONTENT & SAMSUNG EXPERIENCE STORE Video post: Promoting live event at Samsungs flagship Experience Store in Westfield Stratford Shopping Centre. Click image to play video.
18. 18. 18Samsung Honda Social Media & Content Report 2013 SUMMARY 2013 has been an historic and winning season for Samsung Honda, not just on the track but across online. It has created the youngest ever BSB champion Gained exposure for the brand within mainstream and niche sports media outlets Nurtured and expanded it's social fan base in the Superbike and Extreme sports arena Expanded its parent social media channels No title team sponsor has ever achieved this success in BSB history