“Four wheels move the body, two wheels move the soul” – Author Unknown.
For last 110 years, “Harley” has been moving souls. During the first decade of the 20th century, Harley Davidson, known in the world for designing heavyweight machines (over 750 cc) were introduced to the biker’s race. Though, I grew up dreaming about owning a Royal Enfield but HD or Harley has opened doors for Indian dreams too.
In March 2010, Harley networked with 5 dealers in India and by November 2010, Harley Owners Group (HOG) in India started announcing the arrival by making a roar in the streets of Mumbai and Delhi. The brand made sure that the roar was felt on the social media networks too and launched itself on Facebook in the month of August, 2012.
What is good about the Facebook page?
The page that is active for more than 2 months has procured a 35K fan base. A Facebook community that wants to stand out over a longer period can do only on the basis of good content. Contests do play a role but the effects are not long lived and when you have a brand like HD, churning content shouldn’t be a challenge.
The page has used the timeline in a beautiful manner and is a great way to showcase the history behind the thumbing machines. Content that is being shared on Facebook is consistently good. The updates concentrate their focus around the HOG updates, updates from the history of HD and on the biker’s brotherhood.
The page right now is also promoting the contest “20 things to do before the world ends”. However the contest is on the website and has frequent updates regarding it. In addition to this, there are few other apps such “Hit the Road”, “Connect With Us”and “Guidelines”.
What is not cool about the page?
The page has a range of apps but have they been tested well? Having a cool app is not a must but having a cool app that doesn’t function properly is something HD fans won’t love. “Hit the Road” is one such app that completely fails to execute. The app that needs you to like the page not only has technical problems but has design problems too. And this from a brand which is famous for its design!
The ‘Like’ button should have been a little bigger so that a normal person can find it out. And after you successfully like the page, the page rather than going to the next step takes you back to the brand page again. Now either the app is failing to work or it was just built to collect mere likes. Both the scenarios are not expected from a brand like HD.
In addition to this, the “Connect With us” app doesn’t work if you have not liked the page. The design of this app could have been far better. Facebook has anyways changed the design where fans need not like the page to follow you or see the updates so pushing them to like a page in the form of an app is just stupid. Castrol Biking Facebook page is an apt example which has created apps that match up to the taste of bikers. The HD India Facebook managers need to do some more brainstorming.
The HD India page which has got a healthy community by now, is interestingly very popular in the age group of 18-24. In the same vein, the Harley Davidson Facebook page is popular in the 25-44 age group. Definitely, the brand wants to reach out to the masses or youth in India but then is 18-24 the right target age group? Or the people managing the page are targeting this age group since it is the largest chunk on Facebook from India, which in other words mean will have less CPC while running Facebook ads. Time to ponder what is more important – cheap CPC or a growing community of bikers?
HD India Facebook page has a long way to go and if it focuses on the bikers as it has always done then it could form a great community. What do you have to say?