TESLA MOTORSDigital Strategy

Marshall Clabeaux

Current Strategy

• No advertising• No ad agency• No CMO

Internet Marketing

• Secure and maintain relationships• Social Networks• Blogging• Word of mouth

• Capture Mindshare

Target Audience• Current

• Environmentally concise• Zero emission

• Innovative Consumers• Electric Vehicle

• Target Shift• College students

• Environmentally concise

• Educated• Model 3 Timing

Social Media• Is NOW

• 2016 Advertising• Live Feed

• Capture mindshare• Big 3

• Twitter, Facebook, Instagram

• Twitter• 948.1K Followers• Consistent ads

• Early Environment Fact of The Day• Dinner Time Tesla Trivia• Informative postings

Social Media cont.Facebook

• 1,428,280 Likes• Great current strategy

• ‘Electric routes’• Personal Stories• Informative postings

• \Instagram• Big potential

• 553K followers• Increase postings

• Informative• Environmental facts

Mobile Strategy• YouTube biggest opportunity

• Expand to daily lessons 10-15 minutes• Topics included currently Customer stories, Tesla playlists, Autopilot, Touchscreen walkthrough, manufacturing, Tesla in the news, Model X, and Roadster.• Only 145,000+ subscribers

• Opportunity to capture mindshare

• Mobile Social Medias• Twitter – 948.1k+ Followers• Facebook – 1,400,000+ Likes• Instagram – 553k+ Followers

Measuring Metrics• Net Promoter Score

• Friends and Family• CLV / CAC Ratio

• Customer lifetime value• Cost of customer acquisition

• Number of comments / blog posts• Facebook, Twitter, Instagram, YouTube comments• Blog posts regarding Tesla

• Electric vehicle transition

Big Idea

• College market key to future sustainability• Educated – environmentally knowledgeable/concise • Tech Savvy

• Climate Change• Electric vehicle importance • Clean path

Closing

• Current legal issues in states

• Selling directly to consumers

• Model S • Sticker shock

• Starts at $69,000 goes to $120,000

• Model 3 Potential • Base price $35,000

• Incentives could lower to $25,000• 375,000 reservations – $14 billion future sales• Production orders now

• 200,000 - 2017• Production full swing late 2019