CHALLENGE

The smart fortwo is an iconic vehicle and brand with a fanatic global following. Even before the car became available in the U.S. in January 2008, enthusiasts had developed several of their own fan websites and smart-themed social networks. smart USA wanted to capitalize on this momentum and build stronger brand loyalty by connecting smart with enthusiasts through an official smart USA-branded social network.

STRATEGIC APPROACH

Stratacomm developed all aspects of smart USA (insider), from the initial concept/design to content, maintenance, and community management. Stratacomm used Ning, an open-source social networking platform, to help keep costs and development time down. Once the site was developed and prior to the site’s launch on June 16, 2008, smart USA showed a pilot version to a focus group of owners, as well as conducted beta testing with 50 smart enthusiasts. This feedback provided valuable insight on the site design and content, and additionally confirmed that enthusiasts were excited about (insider) and appreciated a tool to keep them connected to the brand and like-minded individuals.

Key site features included:

• Member profile pages customizable like their smart fortwo (unique color-coded “skins” using official company product photography);
• Proprietary company downloads of branded items (e.g., screen savers, desktop wallpaper, games, customized calendars);
• A section for breaking and exclusive news from smart USA called the “Scoop”;
• A corporate blog by President Dave Schembri; and
• Clean design with easy-to-navigate toolbar and cross navigation.

RESULTS

• smart USA (insider) exceeded company expectations from the first day it was launched. In the first 24 hours, 1,952 members signed up and 4,045 members had joined by the end of the first week.
• smart USA (insider) experienced nearly two million page views and 72,000 unique visitors during its first six months, with the average user spending nearly 10 minutes on the site at a time. This high rate of return combined with a lengthy user session indicates a very engaged and invested member base.
• Each month, the site averaged more than 200,000 page views and an average of 350 new members joining the site, which currently boasts nearly 10,000 members. By comparison, Saturn’s social networking site built on the same platform had 5,419 members, and it launched nearly three months prior to (insider). 
• An active member community also is a measurable result, and members clearly are a driving force in generating content, creating 172 user groups, uploading 5,449 photos and 97 videos, promoting 204 events and developing 109 polls during the site’s first year.