This year the 11th Auto Expo in Delhi will provide a launch pad for several new international faces such as KTM “Ready To Race” motorcycles, the British motorcycles Triumph, etc. The Austrian brand KTM, which is the second largest European motorcycle manufacturer is launching in India with the support of Bajaj Auto. KTM is bringing the Duke 200 for the Indian market and Triumph Motorcycles is bringing their classic machines such as Bonneville Black, Rocket 3 and the Speed Triple. Needless to say that both the biking giants have chosen the social way for creating awareness and buzz among the bike lovers community. Facebook has been the common choice that comes as no surprise to me.
KTM Ready To Race Facebook Fan Page:
The KTM Indian Facebook fan page has a community of a thousand fans. The page is just a normal page with major focus on the content right now. The content has been focused on giving enough knowledge on the Duke 200 that is going to be launched during the 11th Auto Show. Apart from the sneak peeks, it has also tried to provide lot of information on world famous bikers and what makes them drive the orange machine. The content is definitely worth for the bike loving community and there has been no lack of response from the community.
Triumph Motorcycles India Facebook Fan Page:
Triumph with more than thousand fans on its Facebook fan page is following the same approach that KTM has chosen. The focus has been more on the content and how it should connect with its fans. Triumph is introducing its classic bikes via sharing amazing pictures, videos, etc. The idea has been more of building the hype before the Auto Expo and the engagement levels are not that bad.
Why the Campaigns Fail to Impress?
1. Being social is no more a choice but what matters in 2012 is how effectively and innovatively you are doing it. Triumph and KTM are both international brands with a good presence on social media but their Indian Facebook channels really don’t carry much of weight. No doubt the content is good but when you are doing a product launch fans do expect more.
2. Apart from the content, not much attention has been given to the design of the fan page. I am a bike lover and believe me I was expecting a cool and sleek design from the two but alas I was left with a vanilla design.
3. There is zero interest for fans to engage with brands.
4. Recently we saw how Infinium Toyota had built an offline and online connect during an event. One would have loved if such methodology of driving your online fans to the offline meet could have been thought of. For eg: I am a KTM fan and I walk in to their stall in the Auto expo after receiving a Facebook event invite. I would have loved if the brand surprised me by giving me KTM merchandise cause I am their Facebook fan.
Personally, after watching the approaches of both the fan pages, I think not much attention has been paid while chalking out the social media strategy. Another reason could be that the brands might be just testing the waters. However, I think the early days are the days from where you create your online community. In today’s time both the brands have failed to do so.
Give a look at both the fan pages and let us know whether they are cool or do they disappoint you just as they did me?