Ferrari: Social Media Monitoring 1
Introduction
To begin with, I would like explain why I have chosen this company. First of all, I am hardcore fan of Formula One racing, it is my favorite sport. The Formula One combines racers' personal skills, the ability to promptly service maintenance, as well as mastery of automobile concerns to create unique and ultra high-speed cars. Drivers compete in the personal ranking for the world title, and team - for the Constructors Championship. Although Scuderia Ferrari (it is racing team division of the Ferrari automobile marque) is the oldest surviving and the most successful team in the history of Formula One, and having produced the highest number of winning drivers, having competed in every world championship since 1950, the only team to do so. That is why the company's basic finance focused on the racing team. Because product sales depends on how high scores the racing team has received at the Formula One season.
Currently there is one big problem is reduction of attendance race's stages and fall of fans interest to sports.
About the Company
Ferrari is an Italian luxury sports car manufacturer based in Maranello. Founded by Enzo Ferrari in 1929, as Scuderia Ferrari, the company sponsored drivers and manufactured race cars before moving into production of street-legal vehicles in 1947. The company’s story officially began since 1947 when the first Ferrari emerged from the historic factory entrance on Via Abetone Inferiore in Maranello. The 125 S, as it was known, embodied the passion and determination of the company’s founder. Ferrari is the world's most powerful brand according to Brand Finance. In May 2012 the 1962 Ferrari 250 GTO became the most expensive car in history, selling in a private transaction for $38,115,000 to American communications magnate Craig McCaw.
The legendary symbol used by Ferrari has heroic origins. It was first adopted as a personal emblem by a highly decorated Italian World War I pilot, Francesco Baracca, who had it painted on the fuselage of his aircraft.
At the end of the war, Baracca’s parents offered to allow Enzo Ferrari use the Cavallino Rampante (Prancing Horse) symbol. He adopted it as the logo for his racing Scuderia, placing it on a yellow shield in honour of his hometown of Modena and topping it with the Italian tricolour.
The classic Ferrari red, however, was simply the colour assigned by the International Automobile Federation to Italian grand prix cars in the early years of the last century.
Throughout its history, the company has been noted for its continued participation in in Formula One. Ferrari road cars are generally seen as a symbol of speed, luxury and wealth.
As quoted by Enzo himself:
"If you see what a competitor is doing and it is better then what you are doing, you have to surpass them to ensure you're cars are better"
The Ferrari's mission is: "To build unique sports cars destined to represent the excellence of Italian cars, whether on the road or on racing circuits".
Marketing campaign
In the February 2015 Ferrari builds anticipation for 488 GTB on social media.
Italian automaker Ferrari has jumped ahead of its competitors with a social media release of its new vehicle that was being showcased in the March 2015 at the Geneva Motor Show.
The Ferrari 488 GTB was released February, 40 years after the first mid-rear engine V8 model, 308 GTB. Ferrari teased the vehicle with a hashtag, imagery and a video on social media. The social aspects of the automaker’s unveiling likely gained anticipation and excitement from auto enthusiasts looking forward to Geneva’s annual show.
Social Media Overview
Website
Ferrari has a well-design, easy to use website. As soon as you move on it's website you immediately feel your belonging to something luxurious! The website doesn't need extra words, it's well-design website style, script, colors, media - all consistent with their corporate style, it just spoke volumes, it tells us about a company's serious approach to everything.
The luxury lifestyle expressed through flowing through animated referrals between sections of the site. The navigation is very easy to use, at the bottom of webpage is located site map and other social networks are presented here.
Also there is link to online-shop "Ferrari Official Store":
Ferrari has 3 pages on the Facebook. If a luxury consumer is a fan of the Brand on Facebook, that person will get varied updates content. The automaker is using different aspects of the site to keep its Facebook posts varied.
For example, Ferrari posted a link directly to the exploration page for the vehicle dynamics.
Users who visit the Ferrari Facebook page for the first time will see an opening message that displays a large image of the F12berlinetta and links directly to its new Web site.
Ferrari is continually promoting the car model on Facebook by keeping the F12berlinetta as its main account picture and posting explanatory pictures that link to different sections of the site.
Another good example of promotion was on February 2015, it was a video featuring the vehicle, but never actually showing it completely was shared on Ferrari’s Facebook, Twitter and YouTube accounts.
#WordsAreNotEnough video
But whole video more interesting and on YouTube taken huge of positive feedback:
Ferrari represents the ideal combination of high quality content and a well-curated audience, yielding a high number of impressions.
Scuderia Ferrari 3,711,822 LIKES
Ferrari Store 170,117 LIKES
Youtube 236,877 Subscribers
Ferrari has a strong engagement strategy, and knows how to cultivate an audience that wants to engage and share. There are lot of stunning videos with overviews of new models and racing moments.
Twitter Ferrari Official 830 Tweets, 134K Followers
The content that Ferrari,each publish reach the most people, relative to the size of their audiences. Sprinklr measures not only the direct impressions a brand’s content generates, but also successive impressions that come from earned media. This approach takes into account both the effect of social sharing and the quality of a brand’s audience.
Current Metrics
Conclusion
It would be unfair not to mention that fact that the Ferrari is a successful self-contained company, having majority of consumers, loyal followers and connoisseurs of "ferrari's style".
It is being very actively discussed on social media websites, 48% of likelihood with 70% of passion. This of no surprise, that sentiment ratio is 29:1. People wants to know what new car models will be developed, what happens with lead racers (Sebastian Vettel, Kimi Raikkonen and of course what is with Michael Schumacher). I believe that social's interest to Ferrari brand so high that company's social media activity needs to continue to fill it's content the most interesting news.
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