Digital Communication- Assignment 4

First Source:  Butter 

Butter is an app to make new friends and build long lasting relationsships all over the world. People can share what they are about and give an receive comments and "love". 
Harley- Davidson could use this app to reach out to the target audience by creating their account more feminine. This can be done by posting pictures and telling the stories of women riding together and experiencing adventures together on their Harleys . 


Second Source: Gociety 

Gociety is an app, where people who love to be outside and share the same passion can connect. Harley- Davidson could create a profile on this app to reach out to women, create an event and get the women to come together. The event will be about the brand and the benefits of entering a (more THE) community of freedom. All women are welcome, and the ones who are riding already may inspire new members. 


Third Source: Meetup 

Meetup is an online community that brings people together through mutual interests. The aim is to get people to make new connections they got to know on the website. By creating a profile and sharing women's  personal freedom, togetherness and adverntures as personal interest, it might get women engaged, who are exactly looking for that. 


Relation to key issue:

The three sources described above can help Harley- Davidson to learn more about women's interests. In this way they can reach their target audience more easily and create their marketing (e.g.) more appealing to women's needs and interests. Besides, they can receive direct feedback from the women, wether their strategies are working out as they should or not. 
The source I would use is Gociety, because riding a bike is all about being outside (together), exploring and having an adventure. 

Sources: 
Apple App Store 
http://www.meetup.com/de-DE/
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley+Davidson+&oq=Harley+Davidson+&gs_l=img.3..0l10.368.4696.0.5739.16.10.0.6.6.0.241.1179.1j4j2.7.0....0...1ac.1.64.img..3.13.1214.2LUEYq773mQ#hl=en&tbm=isch&q=harley+davidson+logo&imgrc=0E-p7w3FuWfMAM%3A
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley+Davidson+&oq=Harley+Davidson+&gs_l=img.3..0l10.368.4696.0.5739.16.10.0.6.6.0.241.1179.1j4j2.7.0....0...1ac.1.64.img..3.13.1214.2LUEYq773mQ#hl=en&tbm=isch&q=harley+davidson+group+of+people&imgrc=Fnx_WmKMHsYUbM%3A

Digital Writing - Assignment 4















Subject: Harley- Davidson's partnership with the Wounded Warrior Project (WWP) to improve the lives of veterans, who came back from their service with PTSD (post-traumatic stress disorder).



Facebook:

One third of returning veterans in the United States is diagnosed with PTSD (post- traumatic stress disorder). We at Harley- Davidson want to show our respect and thank the people, who serve for our country and are willing to give their lives for our freedom. Therefore, we are proud to announce our partnership with the Wounded Warrior Project (WWP). Here some insights into our project: 

Goal: raise awareness, gain more support, involve customers/community

Instagram:

By becoming partners with the Wounded Warrior Project (WWP) we want to help our returning veterans, who suffer from PTSD (post- traumatic stress disorder) to recover and feel free again. Share your respect and gratitude. Check out the video below to get more information. #HDSalute 

Goal: Informing, spreading the word (through hashtag)

Twitter:

We are proud to confirm our partnership with the Wounded Warrior Project (WWP) to support our returning veterans, who have faught for our country and our freedom. Share your respect! #HDSalute

 Learn more about the project here: http://www.harley-davidson.com/content/h-d/en_US/home/community/military-riders/wounded-warrior-project.html

Goal: start discussion, direct (future) customers to homepage to show what the company is all about



LinkedIn:

We at Harley- Davidson proudly teamed up with the Wounded Warrior Project (WWP) to support our fellow veterans, who served our country with their lives and returned from their service with PTSD (post- traumatic stress disorder). We want to give them back their freedom and show our respect. Please do so too and comment! 

Learn more about the project here: http://www.harley-davidson.com/content/h-d/en_US/home/community/military-riders/wounded-warrior-project.html

Goal: raise awareness, show respect to the project/ partnership, show customers that Harley- Davidson cares about more than just their motorcycles.







Sources:
http://www.harley-davidson.com/content/h-d/en_US/home/community/military-riders/wounded-warrior-project.html
http://www.harley-davidson.com/content/dam/h-d/images/communities/veterans-military/wounded_warrior_project_logo_medium.png

Digital Communication - Assignment 3

What do I want to change / What do I want my target group to do:

My target audience are women from all over the globe and I would like to achieve that the women, who are not riding/ interested in riding a motorcycle (Harley- Davidson),yet, get engaged with the brand and win them as new customers. 

Persuasion Techniques and their Theoretical Background 

- 1. Authority: "Authority refers to the perceived social position an individual or organisation has in a society, or the recognized expertise someone has in a area of academic knowledge or professional context." (Andrews, Van Leeuwen and Van Baaren, Hidden Persuasion, 2013). 

Our society looks up to celebrities such as movie stars, politicians, singers, the pope etc.and want to be just like them. Using inspiring and respected celebrities to promote a product or company will get the target audiences attention and they will feel a bit closer to their favourite "star", because they can use the same products/ like the same brands. 


-2. Promised Land:  “The Promised Land can be seen as an empowering Promise; it will give you the right tools and powers to succeed” (Andrews, Van Leeuwen, Van Baaren, Hidden Persuasion 2013).

Using this technique, a product will be made utterly desirable through exaggerated promises when using it. Even though customers are aware that the product can not exactly deliver what is promised, they still find it so appealing, that they want to buy it. It might happen that sometimes even these exorbitant promises come true and this thought is decisive.



Implementing Techniques in 'real life':

- 1. Authority: In order to reach the target audience (women from all over the globe) Harley- Davidson could set up an advertisement were some famous female Hollywood stars ride on their Harleys and talk about how riding (a Harley) is not only for boys, but for everyone who wants to feel free and independent, no matter what age, gender or nationality. These celebrities could be e.g.: Pink, Pamela Anderson, Kate Hudson, Anastasia, Tina Turner and more. All these female celebrities (and more!) ride Harleys and together could empower women to swing themselves in a saddle and join the growing female community.   

                                  
                                                                                                        











(Tina Turner - left & P!NK- right)



- 2. Promise Land: By using this technique Harley- Davidson could set up an advertisement in which the target audience is promised to escape the daily routine and to feel strong, independant and emancipated. "A Harley will give you the self- esteem you always wanted!"












Sources:
http://www.spotmotorcycles.com/celebrity-harley-women/
http://blog.enhancv.com/8-persuasion-techniques-to-change-anyones-mind/#Authority
http://www.earthfashions.com/images/1210022853435-964467793.jpeg
https://s-media-cache-ak0.pinimg.com/236x/9b/15/b0/9b15b0fa2fcae04c068ac7b5d5b1eb58.jpg
http://pics.imcdb.org/0is214/turner114.5373.jpg
https://s-media-cache-ak0.pinimg.com/736x/5d/cb/43/5dcb43d498c05205537a30a34e6cff82.jpg

Digital Communication - Week 3/ Assignment 2

Why: 

"We Fulfill Dreams of Personal Freedom." 
Harley- Davidson strives to "fullfil dreams of personal freedom" by providing their customers with elegant, reliable and robust motorcycles with the unmistakable Harley sound. When riding a Harley you will hear nothing exept of the rumble of your engine and feel nothing but freedom. 












How/ BHAG:

Through their heavyweight motorcycles Harley- Davidson embodies passion, high quality, endurance and elegance. 
Not only through representation on the road, but also through their several social media channels and their own website, Harley- Davidson informs customers about the latest events,brand clothing and newest bike- releases (f.i.). What really makes Harley- Davidson stand out as a brand is the aspect of togetherness. "We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders." (their disciption of their duty on their Facebook page).


What:

Harley- Davidson sells high- end motorcycles you can rely on. Buying a Harley means buying freedom and entering a community.
Besides the magnificent bikes, H- D offers a wide range of brand merchandise, riding gear and apparel.



Fundaments for a new community building plan using the 4 Cs:

Context:

- Technology principle:
Harley- Davidson is quite active on their social media. Due to the continuously increasing use of the internet, H- D can connect with even more people online. By keeping up their strategy of giving their existing customers the freedom to share their own stories with their bikes and even lifestyle and thereby giving other people the feeling of being integrated/included. Through the personal touch many people get attracted and want to be part of "the free community".

- Open communication principle:
As mentioned above, Harley- Davidson gives their fans the opportunity to post stories about their personal lives on their social media pages. They get their followers to do so by posting articles about their events, for instance, and then ask their customers to share if they have taken part at the event. This can effect the success of the in a positive way, as the interest in their customers can be clearly seen.



Consumer:

The consumers I would like to focus on are women all over the world. The motorcyle industry is still dominated by men, but more women are starting to ride.By supporting and encouraging women to start riding, Harley- Davidson can win more customers and enlargen their community. 

Community:

The online community's behaviour with the company is quite informal. It is more like a community of friends bonding over their motorcycles and their experiences they have made with Harley- Davidson. In the United States H- D is bigger than anywhere else. I found out that here the communiy of "Lady riders" is getting more popular and outnumbers any other country in this aspect.








Connection:

Harley- Davidson has to find different strategies to target/reach the new found consumer: women.
There are already some improvements on Instagram, for example, where the hashtag #HarleyWomen was introduced and only women rider shared their pictures. But compared to the male percentage there is more to be done. Many women still have the image that riding a motorcycle is only for men and therefore don't have the courage/ interest to ride. Through online campaigns, for instance, women can be informed and encouraged to join the community.
As mentioned Harley- Davidson is very active on social media. By connecting the context with the new target consumer the brand can spread the new value preposition fast and widely and can also receive direct and fast feedback. As I found out that in the United States more women ride Harley than anywhere else, the focus of tha brand to win more women should focus on the international aspect, to reach women from all around the globe. 




















Sources:https://www.facebook.com/harley-davidson/?fref=tshttps://en.wikipedia.org/wiki/Harley-Davidsonhttps://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson&oq=Harley-+Davidson&gs_l=img.3..0j0i30l9.2268.8792.0.8978.18.17.1.0.0.0.163.1322.14j3.17.0....0...1ac.1.64.img..0.18.1323.0tp6jmOEFOs#hl=en&tbm=isch&q=harley+davidson+iron+883&imgrc=nZ7cVjP_BjV1AM%3Ahttps://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson&oq=Harley-+Davidson&gs_l=img.3..0j0i30l9.2268.8792.0.8978.18.17.1.0.0.0.163.1322.14j3.17.0....0...1ac.1.64.img..0.18.1323.0tp6jmOEFOs#hl=en&tbm=isch&q=harley+davidson+skull+logo&imgrc=WtUge2OmPh8mFM%3Ahttps://www.instagram.com/harleydavidson/https://www.instagram.com/p/BETuQLvxSB4/?taken-by=harleydavidsonhttps://www.instagram.com/p/BEKC_LHRSIo/?taken-by=harleydavidsonhttps://www.instagram.com/p/BFJrQr_xSB_/?taken-by=harleydavidson

Digital Writing Skills - Assignment 2

Harley- Davidson's passion:

One of Harley- Davidsons greatest passions is it to communicate everyone's right on personal freedom, which can be experienced through riding their heavy- weight motorcycles. 

The other great passion Harely- Davidson stands for is their community consisting of customers and their families, dealers and everyone who is interested in joining. 

Freedom:


As mentioned above, one of Harley's greatest passions is it to promote personal freedom to their customers and potential future customers. On their social media pages and their website, they undermine this passion with the statement: "We Fulfill Dreams of Personal Freedom.", but also by constantly posting videos that reflect the aspect of freedom when riding a Harley. 

But not only through their videos and statements they show their fans what it is like to be free, they give them the freedom to share their own stories and express themselves on their social media pages.




"Respect: On and Off the Road":

Another, for H-D important aspect is respect and safety on and off the road. They don't want to be identified as/ with criminal biker gangs, but as brand that connects and takes care. 
Therefore, Harley is very proud to build Motorcycles for the Law Enforcement, so that servants, who keep our roads safe around the globe, have machines they can rely on. 
You can check them out yourself! Just click here:http://www.harley-davidson.com/content/h-d/en_US/home/motorcycles/police-fire-shrine.html

On their Facebook page Harley- Davidson gives their fans the opportunity to post their own stories. The brand says, that there are not many rules but respect each other. False claims, harmful files/malware, offensive/ hateful  comments etc. will be stopped and deleted if seen on their page. 




#HarleyWomen:

On Harley's Instagram page you can see the increase of pictures of women being posted riding in groups with their husbands, friends or women only, for example. As mentioned in my previous post, H-D created a hashtag #HarleyWomen where Ladyriders can tag their pictures to represent the steady growing female part of the community. 
This shows that the brand does not only target male customers and is proud of "their" women.






                                       


  (Me experiencing the ultimate freedom)



 Influencers: 

The American Rockstar Kid Rock (whom you can see in the video) worked together in partnership with Harley-Davidson in year 2013, when the company was a title sponsor for his tour "Rebel Soul" tour. Harley sold co- branded Merchandise with Kid Rock's slogan "I can't hear you over the rumble of my freedom"(e.g.), which could be bought on every concert. Besides that Harley-Davidson offered one winner the chance to join Kid Rock's "Rebel Soul" band and rock on stage for one song during that night's performance. Fans only had to find the Harley- Davidson Store and register. 

With this partnership Harley advertised itself greatly and also authentically, as Kid Rock himself is a passionate H-D rider.

Another Influencer of the brand is the current Pope Francis. He received a Harley- Davidson Dyna Super Glide and a leather jacket as a present, signed both and auctioned both for almost 300.000€.
The money was donated to a hostel and soup kitchen in Rome, which is run by the charity organization "Caritas".

Interactive Social Media Post:

Shout out to all Sporty fans! Check out the new #Harley-DavidsonRoadster! Do you own it already? Post your experience and pictures below as a comment.



Influencer Social Media Post:

Not happy with what you're doing right now? Get your boots and helmets out and swing yourself on your Harley! Cheer up! It's always time for a ride! 
#LiveYourLegend  #Harley-Davidson #fun #freedom







Sources: 

https://www.facebook.com/harley-davidson/info/?tab=page_info
http://img01.deviantart.net/0ce8/i/2013/020/4/7/harley_davidson___freedom_by_druga-d5s3k88.jpg
https://www.youtube.com/watch?v=FW7m06sYuWI
http://www.prnewswire.com/news-releases/kid-rock-and-harley-davidson-launch-first-of-its-kind-collaboration-during-110th-anniversary-year-188751411.html
http://www.netnewsledger.com/wp-content/uploads/2013/06/pope-harley-davidson-vatican.jpg

Digital Writing Assignments

Digital Writing Skills, Assignment 1

Brand: Harley- Davidson Inc.

About H-D: 

Harley- Davidson is one of the most famous and iconic Motorcycle manufacturers  in the world that was founded in 1903 in Milwaukee, Wisconsin USA. The company is known worldwide for it's unique motorcycles and the loyalty the customers have for this brand. Some may even refer to an actual Harley- Davidson lifestyle. 
The brand offers six different families of motorcycles which are: Touring, Softail, Street, Dyna, Sportster and V- Rod (the latest addition to the family). Every motorcycle family has its own subcategories, which make up a fairly large variety and new bikes are occasionally added to each family. 
Besides the marvelous motorcyles, Harley- Davidson also offers clothing for riding and every- day outfits, as well as accessories such as jewelery, helmets etc.

Target Audience:

Everyone, regardless of age, culture or gender, who is looking for  personal freedom, is searching to belong or/ and lost their heart to the road already. 

To improve- What could be done 
differently:
It is very hard to find flaws in this company, especially from my position. They exceed the likes of competitor brands such as Triumph Motorcycles Limited and Honda Motor Co., LTD by far, on every social media I had access to. 
On their Instagram page I could find the hashtag #HarleyWomen, which gives the opportunity for  women around the world to share pictures with their Harleys and their experiences of finding their personal freedom. I actually see this in a very positive way because that shows that riding motorcycles is not only for men. 

Paid Marketing: 
Harley- Davidson uses TV commercials as a way to market their (newest) motorcycles and fashion brand. But also to create the special Harley- feeling of freedom and to "belong". 
But not only the Television is a form of the paid marketing strategy. The magazine "The Motor Officer" for instance,  is dedicated to the policemen around the world, riding bikes supplied by Harley- Davidson and keeping the roads safe. Besides news about the policemen and their work, the magazine desplays other articles about new motorcycles or an anniversary, for instance.

https://www.youtube.com/watch?v=MG89SPn68kE





Owned Marketing:
There are over 1,460 independently owned Harley- Davidson dealers spread across 90 countries, that sell motorcycles, accessories and "H-D" apparel so far and numbers keep rising.
Through the Harley- Davidson Riding Academy, new riders are brought into the brand and therfore help to enlargen the community.




Earned Marketing:

Harely- Davidson is present on various social media platforms such as Facebook, Twitter, Instagram, Youtube and so on. On Facebook, for instance, some Harley owners founded a group, where parts or complete motorcycles can be exchanged/ sold.

 

Sources:
http://www.harley-davidson.com/content/h-d/en_US/home/motorcycles/police-fire-shrine/motor-officer.html
http://ar.harley-davidson.com/letter.php

http://www.nytimes.com/2014/02/08/automobiles/pope-francis-harley-davidson-sells-for-327000-at-paris-auction.html?rref=collection%2Ftimestopic%2FHarley-Davidson%2C%20Inc.&action=click&contentCollection=business&region=stream&module=stream_unit&version=latest&contentPlacement=10&pgtype=collection&_r=0
http://www.harley-davidson.com/content/h-d/en_US/company.html
http://www.hoovers.com/company-information/cs/competition.harley-davidson_inc.5a3594463c0cc7ef.html
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson+women+and+men&oq=Harley-+Davidson+women+and+men&gs_l=img.3...957.14980.0.15471.38.24.0.14.1.0.129.1723.21j2.23.0....0...1ac.1.64.img..1.23.1676.jL5PGAUFk7c#hl=en&tbm=isch&q=Harley-+Davidson+group&imgrc=9aqYRG1X3m3f1M%3A
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson+women+and+men&oq=Harley-+Davidson+women+and+men&gs_l=img.3...957.14980.0.15471.38.24.0.14.1.0.129.1723.21j2.23.0....0...1ac.1.64.img..1.23.1676.jL5PGAUFk7c#hl=en&tbm=isch&q=Harley-+Davidson+group&imgrc=qScMBx6Y1tdsbM%3A