1. Andrea Bell & Ryan Green
MBAK619
August 26, 2012

2.  Consumer Inspiration
◦ Talk
◦ Connect
◦ Respond
◦ Purchase
 Digital footprint
◦ Traditional Media
◦ BMW vs. Competitors
◦ Consumers‟ Digital Behavior

3.  Challenged to interact quickly and more
effectively with customers.
 Improve upon the current digital marketing
campaign
 Budget for project = $250,000

4.  Interactive Facebook Application
◦ Compare BMW to competitors
 Specs
 Engine
 Performance
 Speed
 Accessories
 Blogging Facebook Application
◦ Capture honest feedback from consumers
◦ Promote BMW‟s brand and dedication to improving
the product

5.  Facebook advertising/blogs help bridge the
gap between digital world and consumers.
 Generate new sales and repeat sales

6.  Reach, Relevance, Acquisition and Retention
of Customers:
◦ Reach
 Paid Searches, Blogging, Digital News
◦ Relevance
 Connect with the consumers‟ passion
◦ Acquisition
 Engaging in a specific action to promote the brand
◦ Retention
 Consumer purchases another BMW

7.  Main Competitors
◦ Audi
 Innovation and Technology
◦ Lexus
 Luxury
◦ Mercedes
 Aesthetics

8.  Competitive Positions

9.  Age Range: 26-35
 House Hold Income: $50K+
 Desires: Carry 3-4 passengers, Reliability,
Stylish, Efficient
 25% of buyers are repeat BMW buyers
 Nearly all media viewed is digital, very little
use of print media

10.  Digital Consumers‟ Interests
◦ Efficient Dynamics Strategy
◦ Latest Technology – Hybrid and Hydrogen
◦ Desire Greater Sustainability
◦ High Level of Customer Service
◦ Want to be Environmentally Satisfied

11.  Current BMW Facebook has 10.8M followers
◦ 10% growth annually
 Respond to 70% of blogs on new site
 Provide updated information prior to or
within one day of another outlet posting the
information.

12.  “We appreciate the trust you place in BMW
and would not want to jeopardize your trust
in any way (BMW, 2012).”
 BMW Privacy Policy
 Applications will follow BMW‟s Privacy Policy

13.  Applications will „sit‟ on top of Facebook
 Easy User Interfaces
 Detailed Pictures and Graphics
 Cost Comparisons of Models
 Prominent Languages of the World
 Standard Blogging Programming and Layout

14.  Facebook Applications
◦ Use current logins
◦ Options to „like‟ and „share‟
◦ Normal to users‟ daily routine
◦ Posts are shared through individual‟s social groups

15.  Increase in Sales Figures
◦ Q1 2012 sales increase by 11.2% over Q1 2011
(BMW Blog, 2012).
◦ Goal = Increase sales 2.5% to drive $1.8M in annual
revenue
 Expectations for Market Penetration
◦ 10.8M current BMW Facebook followers
◦ Increase followers by 10% annually
◦ Rely on 3-Series staple product and new 6 and 7-
Series models

16.  Profit Expectations
◦ Current EBIT margin is 18.8% (BMW Blog, 2012)
◦ $1.8M in revenue is EBIT $338,400 without
additional marketing spend
 Digital Marketing ROI
◦ $338,400 in EIBT minus the $250,000 in marketing
spend is a net increase of $88,400.

17.  $250,000 Project Budget
◦ $140,000 for application development
◦ $110,000 for staffing
 Two additional FTEs
 Challenge is employee count
◦ 10.8M current Facebook followers
◦ Potential of significant daily required replies

19.  BMW. (2012). Site Usage Disclaimer and Privacy Policy.
Retrieved July 8, 2012 from
 http://bmw.nakedlime.com/Disclaimer.aspx
 BMW Blog. (2012, May 4). Retrieved August
5, 2012, from BMW Blog:
http://www.bmwblog.com/2012/05/04/bmw-group-
reports-record-figures-for-first-quarter/
 Facebook. (2012). Retrieved August 5, 2012, from
Facebook BMW: http://www.facebook.com/#!/BMW