Digital Strategy for Social Media Management at BMW

Digital Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Task 1...............................................................................................................................................3
Background of the company........................................................................................................3
Evaluation on social media management in BMW and the benefits delivered to stakeholders. .4
Example of effective and ineffective social media management................................................6
TASK 2............................................................................................................................................7
2a Critical evaluation and outline of stakeholders involved in social media content production
of BMW.......................................................................................................................................7
2b Development of justified digital marketing objectives with focus on improving social
media management......................................................................................................................9
2c Recommendation of digital marketing strategy for social media management at BMW.....11
TASK 3..........................................................................................................................................12
3a Critical evaluation of integration of social media into wider marketing strategy of the
company.....................................................................................................................................12
3b Detailed analysis of resources needed for successful execution of digital marketing strategy
previously recommended...........................................................................................................13
3c Recommendation of justified key metrics and tools which can be used for measuring
effectiveness of social media activities......................................................................................15
CONCLUSION..............................................................................................................................16
References......................................................................................................................................17

INTRODUCTION
Digital marketing is defined as usage of online and internet based technologies to
promote products and services of the company. Social media marketing is an important element
of digital marketing strategy in the current corporate world. The reason for high significance of
social media marketing is that it is cost-effective and helps the company be informed about their
target audience. In addition to this social media marketing improves the consumer interaction
and consumer relationship of the firm. This report looks at social media management at German
auto-mobile manufacturer BMW. The company is headquartered in Munich and was founded in
the year 1916. It is one of the most successful car manufacturers in the world with global sales
network expanding to 140 countries (THE BMW GROUP, 2021). This report critically evaluates
social media processes at BMW and provides suitable digital marketing strategy for improving
social media management at the company. Elements of digital marketing plans such as resource
requirements are also included in this report to enhance social media management at BMW in
future.
MAIN BODY
Task 1
Background of the company
Bayerische Motoren Werke AG (BMW) is a manufacturing company which
manufactures luxury vehicles and motorcycles. It is headquartered in Munich, Bavaria,
Germany. It is founded in 1916 by Camillo Castiglioni, Franz Josef Popp and Karl Rapp. At
initial days of its manufacturing it manufacture aircraft engines. They started manufacturing
automobiles in the year 1928. The first car of BMW is named as “BMW 3/15”. Due to world war
2nd, they have to stop manufacturing their cars aircraft engines. It again started its manufacturing
of cars and motorcycles in the year 1948 after many years of break. BMW has their factories at
worldwide and they are providing quality cars to their targeted customers. The prices of their
products are high but the quality of their vehicles is good and satisfactory for customers. The one
of the most working slogan of BMW is “Sheer Driving Pleasure” which was kept in the year
1930s. BMW has a good brand image and market shares to attract their customers.
Targeted customers are those customers which are selected by a company from various
kinds of segments in market to offer their products to specific kind of customers who uses their

products (Dwivedi and et. al., 2021). Hence, targeted customers of BMW are those upper class
social groups which are able to afford their cars because they sell their automobiles at high
prices. They also targeted those customers who prefer to use advance technologies and features
in their automobiles. They also targeted their customers from the age group of 35- 50. They
reach their customers through digitally like social media marketing, advertising on their official
websites and many others. They keep records of their customers like their mail ids and contact
number to aware them regarding any change in new model to grab their interest to buy their new
model of automobile.
They upload pictures and videos on their social media accounts to gain more followers so that
more customers will get aware of their brand and they can gain a better brand image in market.
They also focus to provide effective services to their customers so that they will gain their
loyalty and good experience (Adetunji, Mohd Rashid and Ishak, 2018). They focus on the
complaints of their customers which they receive on social media or any other platform like e-
mails, website and chat box then they will make changes in their products to make their
customers more satisfied.
Evaluation on social media management in BMW and the benefits delivered to stakeholders
BMW is world famous company which has customers from all over the world. They
advertise their brand through social media platforms such as Instagram, Facebook, Twitter and
many others. They upload pictures of their products and them aware their customers by
uploading information about the new model launch by them on social media platforms. This will
help them to gain more customers. Social media is having worldwide reach which means the
person sitting at any corner of the world can view the profile of BMW at any time on social
media. BMW is having separate team for handling their social media accounts like uploading
pictures on regular basis, reply to the comments of their customers, asking for feedback and
many others (Raji, Mohd Rashid and Mohd Ishak, 2019).
The main task of this team is to identify the ratings which their customers provide them
on social media and the ways to handle negative reviews. They can identify the reason of their
negative review on social media and try to make changes in their models of automobiles and
keep satisfying their customers regularly. Whenever they are going to launch any new
automobile in market then they share the information like date and venue of launching new
model on their social media sites so more people will get to know about it. Secondly, they