Facebook 101 aimed to build customer loyalty
Harley-Davidson is using more of a digital approach in its marketing campaigns as of late, but with its average client being older in age, those customers aren’t always getting the message.
Tim McKeever, marketing manager at Gowanda Harley-Davidson in New York, decided to do something about it. McKeever presented a Facebook 101 class every Thursday night in October to teach the basics of the social media site — how to create a page and how to connect with friends and family (and how to connect with Gowanda Harley-Davidson).
The class has been a hit, with 25 attending the first week and more newcomers giving it a try the second time around. McKeever said the whole idea was to have an opportunity for people to come in and learn the basics of Facebook in a one-hour session, but some have been coming back to future classes with follow-up questions.
Topics have included how to post photos and tag people in them, how to “like” people and businesses and what happens when you do. Privacy and security settings are also covered in depth.
“Harley-Davidson Motor Company is really pushing a lot of the promotional materials electronically,” McKeever said. “From a business standpoint, it’s easy for us to stay in contact with the younger rider, but for an older rider …”
The dealership is already starting to consider whether or not to offer similar classes for other social media sites like Twitter and Instagram.
“You meet the customer where they are,” McKeever said. “There’s always ways we can find to better communicate with our customers.”
Heather Reinhart is managing editor of Rider Magazine, a PSB sister publication.