Comments on: Harley-Davidson is revving up its social web strategy http://www.spaighttalk.com/2009/04/26/harley-davidson-is-revving-up-its-social-web-strategy/ Just another WordPress weblog Sun, 05 Sep 2010 16:52:44 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Sue Spaight http://www.spaighttalk.com/2009/04/26/harley-davidson-is-revving-up-its-social-web-strategy/comment-page-1/#comment-5 Sue Spaight Thu, 30 Apr 2009 16:54:00 +0000 http://www.spaighttalk.com/?p=4#comment-5 Randy - using the ad as a badge was a great idea. Do you have data on how many people used it? Just curious. I too questioned the value of the monster ad buy, but do applaud you for being out there taking risks and trying new things. Randy – using the ad as a badge was a great idea. Do you have data on how many people used it? Just curious. I too questioned the value of the monster ad buy, but do applaud you for being out there taking risks and trying new things.

]]> By: RSprenger http://www.spaighttalk.com/2009/04/26/harley-davidson-is-revving-up-its-social-web-strategy/comment-page-1/#comment-4 RSprenger Thu, 30 Apr 2009 04:25:00 +0000 http://www.spaighttalk.com/?p=4#comment-4 What was really interesting was the "defense response ad" that Harley placed in the same NY Times Business section a week or so later. They (we) utilized their (our) Facebook profile as the recipient of the call-to-action of a landing page (http://www.h-d.com/letsride). This allowed the ad to be easily posted and passed socially. The ability for their (our) fans and audience to take a stand and show their support directly on their profile (to all their friends) was powerful. Oh ya, and we got to hear from those that weren't so excited about the expensive ad purchase! Gotta love the social media space. What was really interesting was the “defense response ad” that Harley placed in the same NY Times Business section a week or so later. They (we) utilized their (our) Facebook profile as the recipient of the call-to-action of a landing page (http://www.h-d.com/letsride). This allowed the ad to be easily posted and passed socially. The ability for their (our) fans and audience to take a stand and show their support directly on their profile (to all their friends) was powerful. Oh ya, and we got to hear from those that weren’t so excited about the expensive ad purchase! Gotta love the social media space.

]]> By: Sue Spaight http://www.spaighttalk.com/2009/04/26/harley-davidson-is-revving-up-its-social-web-strategy/comment-page-1/#comment-3 Sue Spaight Tue, 28 Apr 2009 13:05:00 +0000 http://www.spaighttalk.com/?p=4#comment-3 Hi Jack - thanks, I saw this article. I should have included it as context for this post. It struck me as denial: “They’re not about to stop riding because they’re getting older,” Mr. Richer says. “It would be dumb to walk away from our core customer, the most lucrative customer.” Then of course their defensive response to the Times was a giant "Screw It, Let's Ride" ad. <br /><br />No one is saying they should walk away from them - just that they need to build stronger connections with younger riders, and social media can certainly help. I think they get that. They've done a microsite for the Dark Custom (no bar and shield on it!) that is a solid step too. I'm sure they are doing many other things that I am unaware of. From the outside, it's frustrating to watch them seemingly struggle with this, a decade later. But as with the social stuff I'm sure it looks different from inside the red brick mecca on Juneau Avenue. <br /><br />I think the biggest thing they could/should be doing is involving younger riders in the actual design process - think crowdsourcing - and I'm not sure if that is happening or not. Hi Jack – thanks, I saw this article. I should have included it as context for this post. It struck me as denial: “They’re not about to stop riding because they’re getting older,” Mr. Richer says. “It would be dumb to walk away from our core customer, the most lucrative customer.” Then of course their defensive response to the Times was a giant “Screw It, Let’s Ride” ad.

No one is saying they should walk away from them – just that they need to build stronger connections with younger riders, and social media can certainly help. I think they get that. They’ve done a microsite for the Dark Custom (no bar and shield on it!) that is a solid step too. I’m sure they are doing many other things that I am unaware of. From the outside, it’s frustrating to watch them seemingly struggle with this, a decade later. But as with the social stuff I’m sure it looks different from inside the red brick mecca on Juneau Avenue.

I think the biggest thing they could/should be doing is involving younger riders in the actual design process – think crowdsourcing – and I’m not sure if that is happening or not.

]]> By: Jack Steinmann http://www.spaighttalk.com/2009/04/26/harley-davidson-is-revving-up-its-social-web-strategy/comment-page-1/#comment-2 Jack Steinmann Tue, 28 Apr 2009 06:37:00 +0000 http://www.spaighttalk.com/?p=4#comment-2 http://www.nytimes.com/2009/03/22/business/economy/22harley.html http://www.nytimes.com/2009/03/22/business/economy/22harley.html

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