The Pittsburgh Vintage Grand Prix is a racing, car show, and charity event that raises money for organizations supporting autism. The event attracts 250,000 people annually, most of whom are middle-aged professionals from Western Pennsylvania. This document discusses using social media like Facebook, Twitter, and LinkedIn to promote the event, engage attendees, and attract more sponsors to raise more money for charity. It analyzes the demographics of social media users and how to build communities, share relevant content, foster conversations, and ultimately drive people to support the event and its causes through donations and sponsorships.

1. Pittsburgh Vintage Grand Prix Social Media Marketing What’s the difference between them?

2. Why should we do it?

3. What are we? The PVGP is a Racing event The PVGP is a Car Show event The PVGP is a Charity event Raising money for the Autism Society of Pittsburgh and Allegheny Valley School is the ultimate purpose $$$$ We raise money through donations & $ponsor$ $$$$

4. Who is our audience? 250,000 people attend over the course of the event 200,000 people attend on race weekend Age Range: 16-82 Mean Age: 47 77% Male 80% are Professionals 94% own their own home 21% own their own business’ 20% are from Pittsburgh 68% are from Western PA 12% are from outside PA

6. Explain which target audience each reaches

7. Explain how you can helpThe Ultimate Goal: More Sponsors = More dollars to the charity

8. The 4 C’s of Social networking Communities Content Conversations Conversion http://socialmediasonar.com

9. 1. Communities Traditional advertising is about interrupting. Social media is about sharing and interacting. 78% of social media users interact with companies or brands via new media sites and tools, an increase of 32% from 2008. 95% of new media users also believe companies or brands should have a social media presence. 89% believe that they should interact with their consumers using social media. Its important that you build communities on Facebook, LinkedIn, and Twitter that are made up of your prospects and clients.

10. 2. Content Content is King No hard selling DO NOT communicate a sales message DO IMPLY a sales message Consumers want entertained, informed, and educated. If they like your content they will probably like you. If you share good content consistently over time they will likely begin to trust you. Social media provides great vehicles to share video, photo’s, written, and audio content.

12. Aretweet,

13. Acomment on your LinkedIn or Facebook

14. A “Thumbs Up” on a Facebook wall You need REPLY BACK to these responses or there is NO conversation.

15. 3. Conversation: The important thing THE KEY: You put out a message or content and someone chooses to respond. These conversations and those among others will have an impact. 51% of respondents say that social media has influenced their online transactions. 78% of consumers trust peer recommendations

16. 4. Conversion All of the pieces should work together to lead toConversion. Common mistake: Send people to the home page. It builds traffic but may not help build DIALOGUE. 5 Actions of the Landing Page: Get a visitor to click (to go to another page, on your site or someone else’s) Get a visitor to buy Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course. Get a visitor to tell a friend (all the more subtle) Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback

17. Twitter is a free social networking (micro-blogging) service that allows users to send and read messages known as “Tweets” “Tweets” are text based posts of up to 140 characters displayed on the author’s profile page and delivered to the authors subscribers “Followers” Twitter was created in 2006

20. We’re following, Racers We’re following Vintage tweeters We’re Following Car makers We’re following Race Teams We’re following Local organizations We’re following Autism

21. Our Followers

23. Top Insights: January 5th, 2009 The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report The 55+ demo is not far behind with a 194.3% growth rate The 25-34 year population on Facebook is doubling every 6 months For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are of unknown gender. The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago. Take away? Parents and professionals are rapidly adopting Facebook.

28. Facebook auto news feeds to Twitter which reaches out to a world audience! If it posts on FB it posts on Twitter which then pushes it to be VIRAL!

29. 30% (9 million) earn nearly $93,500/year. 69% read blogs, and 9% maintain their own blogs. 28% (8.4 million), senior executives earning a mean of $104,000/ year 22% (6.2 million), use LinkedIn because friends convinced them to join. This group is careful about who they connect to, and only connect to people they know in person. They earn nearly $88,000 per year 21% (6.1 million), are the hard-core job searchers. 70% of this group is employed full-time but actively looking for another position. Of all four groups, this one skews the youngest and most female (52%). They earn just over $87,500 per year and have a work purchasing power of $84,000.