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Old 11-30-2013, 04:50   #14
Area Commander
Join Date: May 2011
Location: New Zealand
Posts: 1,422
Originally Posted by Penn View Post

That said, in the commercial zone, look no further than Harley Davidson owning the street; with 3.5 million avid Facebook HD devotees, HD long ago turned their web site to their ridership. (think of this as cell phone text swarming) HD encouraged the ridership to post pic’s that showed attitude, bikes, life style. In essence, “you, the average rider are HD”. In doing so, HD acknowledge in the SM context that they could not control their image or message, so they enlisted the ridership to do so.
Small world......I think it was a bit over 3 years ago I met the young fella who kicked off HD's Facebook brand when he had only gathered a couple hundred K of fans and they were making a big push for their first million.

While they definitely control the release of certain content in a highly coordinated way, the majority of their Social Media efforts are community driven and HD marketing shaped.

I might have to dig up a Harvard Business Review article written by a former senior HD marketer who went freelance who wrote about different categories of online brand and community building that I think might be relevant to this discussion.
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