Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Pallavi Singh
Director Marketing
Harley-Davidson India
On the importance of social media.
We have two strong strategies for social, one is of course we have to be there where our people are and for that we have recently launched twitter and as a company we have always been all about touch and feel as I sad earlier our brand about touch and feel but it is also important for us as a customer lead organisation, we should listen to our customers so we have launched twitter and we’ve seen great attraction, people are reaching out to us and it is great that people are reaching out to us more from, they want to know where they can know about rallies, and how can they be a part of the Ussono Rally and experience the whole culture of the community and the Harley-Davidson Brand. So twitter is one thing that we have recently launched and Facebook is another good channel of conversation with our customers. We launched it in 2012, its the second largest page in the world, after the U.S, for us. So we see great community building and there is a great conversation which happens between us as a brand and the customers. So these two platforms we use very thoroughly but we build a lot of videos which ultimately leads to what people really understand what Harley as a brand is about so as I said at India Bike Week – our offline events, there is a lot of emotion which goes behind for somebody to own a motorcycle like Harley-Davidson so we try and make a lot of videos that I use on our youtube channel but even at our dealerships when people come in with their wives or their girlfriends, it is very important for them to see the culture, so these videos really help them to understand the emotion behind buying a Harley-Davidson product.
“So we see great community building and there is a great conversation which happens between us as a brand and the customers.”</blockquot
