Before Lamborghini officially got on social media, it had a major challenge to tackle.
In 2011, when it wanted to properly get on social media, it found out it was already there. A quick search found an avalanche of fake accounts.
The brand took a comprehensive five-step approach to reclaiming its own assets. First, it had to retrieve its brand online.
“We put in a lot of effort using our trademark to claim back all our properties,” said Roberto Ciacci, global head of digital for Lamborghini, speaking at Socialbakers’ Engage Prague conference.
The efforts were painstaking. The next step was to make its brand online authentic. Third, it pushed for growth through a focused editorial approach. Next, it had to decide how to sustain that growth, largely producing most of its digital content in-house.
“Finally, this year’s focus is protection of our trademark,” he said.
After its painstaking efforts, the brand has also come up with comprehensive KPIs in its social media efforts.
Ciacci told Marketing this was because its various offices would cite different achievements to justify their social media success, and ultimately, this led to inconsistency.
In terms of measuring its engagement, it defines its key performance indicators by these:
Interactions – direct interactions from the audience during an analysed activity or time span.
Average engagement rate – average engagement for the analysed activity or time span.
Engagement rate by post type – average engagement differentiated by content type.
Strong/weak engagement rate – distinction on the engagement level based on the strength of the interaction.
And here are the formulas for it:
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In terms of measuring loyalty, these are the KPIs:
Audience growth – measurement of fan base variation.
Churn rate – evaluation of the rate of interruptions in the brand-user relationships.
Average page views – average number of users on the brand’s social property.
Feedback rate – amount of active interactions of the users on the brand’s social property.
Timing metrics – overall measure of the brand’s ability to retain the audience through its videos.
These are its formulas for it:
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Its stand on advertising? “We don’t need advertising, that is our stand. What you see (on our social media efforts) is purely organic.”