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Lotus Presentation at SM&SS London - Tom Webb

CASTdigital
CASTdigital

Lotus Racing is a new Formula One team that started racing in 2010. They have embraced social media platforms like Twitter, Facebook, YouTube and Flickr to engage with fans and build their brand. Through regular posting and interaction, they have gained a large following on these channels. Their social media presence helps cut through the cluttered F1 media environment. It also allows them to make the exclusive world of F1 more inclusive by giving fans behind-the-scenes access. Metrics show people are spending more time on their site compared to other teams' sites and their content is generating more page views per user. Their goal is to continue converting this online loyalty into revenue streams.

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Social Media & Sport Summit MAKING THE EXCLUSIVE INCLUSIVE
Lotus Racing Dream started at the British Grand Prix, June 2009 Entry granted on September 12 th 2009 Launched the T127 on February 12 th 2010 First raced in Bahrain on March 12 th 2010 Now the fastest new team in the 2010 FIA Formula One World Championship
Tony Fernandes Team Principal Mike Gascoyne Chief Technical Officer Jarno Trulli car no.18 Fairuz Fauzy third driver Heikki Kovalainen car no.19
Lotus Racing T127 Cosworth 2.4ltr V8 Bridgestone tyres Team partners include: - CNN - AirAsia - LR8 - LG
油
Media coverage
The Challenge F1 highly competitive on and off track Cluttered media environment Heavily regulated communication channels Dual challenge: - achieving share of voice - creating loyalty, advocacy and, ultimately, revenue
Social Media Multiple Platforms www.lotusracing.my Twitter Facebook YouTube Flickr
www.lotusracing.my Main destination page 16,000 subscribers Newsletters, podcasts Lotus Racing Shop New site launching soon Lotus Racing TV
Embracing Twitter @tonyfernandes kicked it all off..
Embracing Twitter Swiftly followed by @mikegascoyne
Embracing Twitter Now competing with @H_Kovalainen..
Making the exclusive inclusive
Gasps in the media room
And it seems to be working.
Facebook Nearly 20,000 fans Each update viewed by up to 100,000 people Multiple daily updates Direct response to questions Links to all related sites
Facebook Hank Podzimek I hope the other teams based in England...or anywhere else for that matter let the kids see the facilities. This was good to read about. Tony Romack I hope Lotus continues to publish on FB so much. FB has people who log on many times a day (I admit I am in that group) and some who log on 1-2/week. Thanks, Lotus Racing esp whoever does the FB stuff. Drew Layton These updates are fantastic. Really appreciate them Norman McDowell What a Team that appreciates it's adoring public so much. Thanks for today ... made the 4 hour journey home in the Elise fly by as I remembered the whole weekend of Lotus Fest. Simon Oxlade That's really interesting - thanks. Your feedback team on Facebook and the open and friendly way you conduct yourselves is a breath of fresh air for this F1 fan. Thanks so much for all your posts, blogs and messages, it's making this season seem very special. So special, my wife and I have finally bought an Elise and find ourselves cheering Lotus on just as hard as McLaren/RedBull. Alan Bacon The way Lotus are progressing, I'm sure we'll have nothing to worry bout for 2011.. bring back some points this weekend
Flickr 8,000 regular users 1,400 photos online Almost 60,000 downloads to date Live updates during race weekend and from factory Photographers briefed to shoot EVERYTHING
YouTube Base for all moving image content Driver race previews, insights into factory life
油
How its working Time spent on site
How its working Bounce rate
How its working Page views per user vs McLaren and Virgin Racing
How its working Site traffic
Where do we go from here? Convert loyalty into revenue - merchandise, content and experiences Establish Lotus Racing fanclub Attract new sponsors Activate innovative programmes

More Related Content

Lotus Presentation at SM&SS London - Tom Webb

  • 1. Social Media & Sport Summit MAKING THE EXCLUSIVE INCLUSIVE
  • 2. Lotus Racing Dream started at the British Grand Prix, June 2009 Entry granted on September 12 th 2009 Launched the T127 on February 12 th 2010 First raced in Bahrain on March 12 th 2010 Now the fastest new team in the 2010 FIA Formula One World Championship
  • 3. Tony Fernandes Team Principal Mike Gascoyne Chief Technical Officer Jarno Trulli car no.18 Fairuz Fauzy third driver Heikki Kovalainen car no.19
  • 4. Lotus Racing T127 Cosworth 2.4ltr V8 Bridgestone tyres Team partners include: - CNN - AirAsia - LR8 - LG
  • 5. 油
  • 7. The Challenge F1 highly competitive on and off track Cluttered media environment Heavily regulated communication channels Dual challenge: - achieving share of voice - creating loyalty, advocacy and, ultimately, revenue
  • 8. Social Media Multiple Platforms www.lotusracing.my Twitter Facebook YouTube Flickr
  • 9. www.lotusracing.my Main destination page 16,000 subscribers Newsletters, podcasts Lotus Racing Shop New site launching soon Lotus Racing TV
  • 10. Embracing Twitter @tonyfernandes kicked it all off..
  • 11. Embracing Twitter Swiftly followed by @mikegascoyne
  • 12. Embracing Twitter Now competing with @H_Kovalainen..
  • 13. Making the exclusive inclusive
  • 14. Gasps in the media room
  • 15. And it seems to be working.
  • 16. Facebook Nearly 20,000 fans Each update viewed by up to 100,000 people Multiple daily updates Direct response to questions Links to all related sites
  • 17. Facebook Hank Podzimek I hope the other teams based in England...or anywhere else for that matter let the kids see the facilities. This was good to read about. Tony Romack I hope Lotus continues to publish on FB so much. FB has people who log on many times a day (I admit I am in that group) and some who log on 1-2/week. Thanks, Lotus Racing esp whoever does the FB stuff. Drew Layton These updates are fantastic. Really appreciate them Norman McDowell What a Team that appreciates it's adoring public so much. Thanks for today ... made the 4 hour journey home in the Elise fly by as I remembered the whole weekend of Lotus Fest. Simon Oxlade That's really interesting - thanks. Your feedback team on Facebook and the open and friendly way you conduct yourselves is a breath of fresh air for this F1 fan. Thanks so much for all your posts, blogs and messages, it's making this season seem very special. So special, my wife and I have finally bought an Elise and find ourselves cheering Lotus on just as hard as McLaren/RedBull. Alan Bacon The way Lotus are progressing, I'm sure we'll have nothing to worry bout for 2011.. bring back some points this weekend
  • 18. Flickr 8,000 regular users 1,400 photos online Almost 60,000 downloads to date Live updates during race weekend and from factory Photographers briefed to shoot EVERYTHING
  • 19. YouTube Base for all moving image content Driver race previews, insights into factory life
  • 20. 油
  • 21. How its working Time spent on site
  • 22. How its working Bounce rate
  • 23. How its working Page views per user vs McLaren and Virgin Racing
  • 24. How its working Site traffic
  • 25. Where do we go from here? Convert loyalty into revenue - merchandise, content and experiences Establish Lotus Racing fanclub Attract new sponsors Activate innovative programmes