Here is my presentation for Social Media Marketing to our campaign client, Charlotte Motor Speedway.

1. Charlotte Motor SpeedwaySocial Media Campaign Sarah Rowe, Preston Gomez, Kim Wheeler, Paul Naoum, and Donna Wood

3. Owned by Speedway Motorsports, Inc.

4. Concord, North Carolina

5. Capacity of 146,000

6. Located in the “Heart of NASCAR”

7. Currently uses Facebook, Twitter, YouTube, and Fan Forums

9. A great deal of promotion and information about the racetrack can be found on their website

11. Social media campaigns have been limited to Twitter because of the strict guidelines that prevent contests on Facebook

12. Recent campaign aimed to promote the unveiling of the world’s largest high definition video screen at the racetrack

13. Campaign involved a contest on twitter where fans had to come up with potential names for the screen

14. Promotion for “Carolina Christmas”, one of the largest LED light displays in the country. This promotion included a virtual tour of the lightshow and Christmas village on their Facebook page.

16. Increase homepage viewership by 25% within six months. We would also like to increase viewership to our social media channels by 30% after a six month period.

17. Increase Speedway’s revenue by 20% within a six month period

19. These individuals are active, achievers, tech savvy, and highly motivated individuals

20. Familiar with and participates in social media channels

21. Relies heavily on the internet & most likely has a smart phone

22. Will use CMS as a networking and social experience along with an opportunity to host corporate events/outings

23. Mid-high level of income

24. Will make CMS a part of their lifestyle and become active among our social media channels

25. Opinionated and comfortable sharing reviews and comments related to their experiences

27. Believes that networking is the root of all success

28. Wife and three children and plans weekly family activities

29. Active in social media mostly through iPhone

30. Plays in his company’s softball league

32. New to Charlotte area but is familiar with NASCAR

33. Looks to CMS as a possible venue for corporate events (both client and employee)

34. Enjoys girls night outs, blogging, and keeping up with old friends on Facebook

35. Spends hours a day looking at her Blackberry and keeps in contact with family via Skype

37. Propose to target audience to take a break from the hustle and bustle and use CMS as an out of the office business tool, a networking opportunity, and a social outlet with friends and families

38. It doesn’t need to be “all work no play”

39. Charlotte Motor Speedway doesn’t need to be just an escape from the cubicle, but it can incorporate an enjoyable experience while being productive at the same time

40. Campaign will emphasize the benefits of Speedway Club along with corporate offerings

42. Creating a blogger page

43. Launching a mobile application

44. Creating a linked in page

46. Use rational appeals such as emphasizing the convenience aspect, listing the benefits of using CMS for corporate functions, explaining why CMS is a great place to take your family, and expressing why the Speedway Club is a great club to join.

47. Use emotional appeals such as spending time with your family, the need for socialization, and the act of having a great time

48. Remind our audience that life isn’t solely about work, the amount of money one makes, or your overall success if you don’t have family and friends to share your experiences with.

50. Move links to social media channels from the bottom of the page to the top right corner underneath the banner

51. Move fan forum to the Facebook page to get increased interaction

52. Have the most recent tweet posted in the upper right corner to keep our channels linked together

53. Live stream the Speedway Cams during race weeks and to provide footage of the construction of the LCD screenCMS Homepage

55. Will be our main source of updates, news about the speedway, announcing of specials, and posed discussion questions to fans

56. Links to all other social media channels

57. Incorporate social commerce with an additional tab where fans are able to purchase tickets and merchandise directly from their page

58. Speedway Club Tab will also incorporate social commerce by allowing fans to purchase memberships directly from the pageExecutions/Descriptions Facebook

60. Goal is not to just bombard fans with prices, events, and specials

61. Want to quote fans and racers, link to creative user generated content, ask questions to fans about who they think will win races, ask how CMS can make improvements, and post quirky, clever thoughts.

62. Used to link to discussions within the fan forum on the Facebook pageExecutions/Descriptions Twitter

64. Allow fans, followers, and members of Speedway Club to collaborate, network, and post helpful information to their peers

65. We will be sure to initiate discussions, post relevant information about the speedway, and career opportunities, but will rely on the members to maintain majority of the content. Linked In

67. Much less text than the other pages, but will make up for this with pictures, videos, and other creations that fans can post to the page

68. Outlet for fans to show and express their love for the speedway, what the speedway means to them, and any memories they’ve experienced with CMS

69. Hub for all contests and will have an area for submissions from fans directly from fansExecutions/Descriptions Blogger

70. Example Blog

71. Example Blog

73. Upload videos from the races, interviews with racers, interviews with fans, videos created by fans, and any videos that CMS uses as promotional tools

74. Encourage fan submissions of videos from their own experience at CMS or footage from the speedwayYouTube

76. Will allow users to post back to social media channels

77. Feature a calendar component with CMS Logo that allows for our target audience to keep their on-the-go lifestyle organized

79. The Track App will stream feeds from Facebook and Twitter to the user.

80. It will allow users to post directly to Charlotte Motor Speedway social media pages.

81. A calendar component will allow fans to save events from the Charlotte Motor Speedway Facebook page and they will automatically integrate into their calendar.

82. This mobile application is perfect for the on-the-go user that wants to stay up-to-date on events at the speedway.

83. For more information, go to www.charlottemotorspeedway.com/trackapp.LINKS TO RELEVANT COVERAGE TO-DATE www.charlottemotorspeedway.com/media www.diigo.com/profile/charlottemotorspeedway PRE-APPROVED QUOTES -“This application is great for our on-the-go fans. They will be able to sync with our social media sites and our calendar and never miss an announcement or an event.” –Sarah Rowe, Marketing Agency Representative -“The Track App will hopefully drive traffic to our social media sites and allow our fans to stay informed on what is happening at Charlotte Motor Speedway.” –O. Bruton Smith, Chairman -Additional quotes upon request. Charlotte Motor Speedway, located in Concord, NC, was designed and built in 1959 by current chairman O. Bruton Smith. With a 2,000 acre complex and a capacity of 140,000, this 1.5 mile track is home to the All-Star Race, the Coca-Cola 600 and the Bank of America 500. Building on the basic philosophy of putting fans first, and keeping the competitors in mind, Charlotte Motor Speedway continues to be a leading promoter and marketer of motorsports activities in the United States.

85. A special speedway cam will launch in January, showing the construction of the LCD screen at the speedway

86. Beginning with All Star Race In May, Speedway Cam will be on to capture moments on and off the track

88. Changes and improvements to Facebook page, twitter, and YouTube implemented as soon as possible

89. Speedway Cam viewing of HD screen construction up and running by January

90. Track App must be fully completed by February 17th and the launch date is planned to be April 17th, 2011

91. May 14th, one week before the All-Star Race, Speedway Cams will begin showing live feeds from around the track

92. Social media channels need to be updated daily and blogger posts featuring user-generated content should be posted as often as that content becomes available

94. Increase brand awareness, better the reputation of the speedway, provide fans with accurate speedway information in real time, and encourage fan engagement and interaction with the brand

95. Emphasizes not only ticket sales but also developing meaningful relationships with their fans

97. If there has been an increase in the overall following, interaction, and content generation via social media outlets, then our campaign was a success.

98. If more people join The Speedway Club, use our corporate functions as benefits to their businesses, or use the speedway to compliment their family life