Vortrag von Annika Karstadt auf der AllFacebook Marketing Conference 2017 in München. Mehr Informationen: http://conference.allfacebook.de/session/dji/

3. COMPANY SIZE!

4. DJI FLAGSHIP STORE
(SHENZHEN & SEOUL & HONGKONG & SHANGHAI)!

5. PRODUCT LINES
Spreading WingsZenmuse GimbalsRonin-MX Lightbridge
Ronin-M
Flight Controllers Flame Wheel
Matrice 100OSMOPhantom 4 Pro Agras MG-1SInspire 2 Mavic Pro

7. Communication approach Europe
Social Media revolutionizes how people & brands interact, it is a way faster to write a private message/comment
than emails, phone calls and is more transparent. As DJI is a content company social media works perfect to
position our key values, product and use.
Our customers:
• Our core audience & consumers are themselves very young & active on social media
• Use our products to produce content for their own channels
• As well content for companies for online exposure
• Facebook & social media are deeply integrated in our products (apps & direct FB live features)
• DJI > Worldwide company; social media is just the best & quickest way to reach our fans/(lead) customers all
over the world
• “Communication” focused on events
• Events all over Europe & all over the globe
• Social media allows us to target & reach our audience locally to amplify the reach of our events
• And share it with the rest of the world afterwards
• PR activities within every event

8. 24 hours race -
Germany
Race in at famous Nuerburgring.
Number one motorsport event in the
region. Spanning into Benelux
countries.
KPIs: over 200K spectators, 30Mio
Media reach, 10Mio Social Media
reach
World Rally
Championship –
Global: Europe,
China, Australia, S.
America
14 races within global series , mainly
in Europe with span to China, and
Americas
KPI: 3,5 Mio spectators, 500 Mio TV
and Media reach, 150 Mio Social
Media reach
FIS Freestyle
Champions Ship
Kieler Woche
The biggest regatta race in the world
Location: Germany, Kiel
KPI: 500K spectator in harbor, 200K views, 500k
social media reach, potentially TV and Media reach
World Surfing Tour (tbd)
European partnership in France and Portugal
KPI: 1,5 Mio online audience, 23 Mio FB views
Wake the Line
Major German Wake boarding event.
KPI: 300 K Social, 3 Mio TV Audience, 20k
Spectators
Building Fans With Events

9. Facebook insights: reach & engagement

10. Example campaign process social media
• Facebook & instagram are used together for different purposes
• Instagram stories to share more ”raw” content, behind the scenes, Q&A with the pilots…
• Both platforms to post shots of the team/drone shots of the action, edited
• Facebook to post final product (highlight videos, pic albums…)
WRC: Weltmeisterschaft Rally

11. Typical Facebook Posts:
WRC Highlights Video 2016
https://www.facebook.com/DJI/videos/1012444448861428/
WRC: Weltmeisterschaft Rally