Do you remember one of the most celebrated and buzzed BMW Facebook campaign of 2012? Exactly, that was a Facebook application “Superfan”, which was built to find out who is the biggest BMW Fan worldwide. At the end of the day it was a passionate Bulgarian guy, Todor Todorov, who is also the owner of the biggest BMW X5 Facebook page, which is growing rapidly day-by-day and has now more than 1,4 M fans. Today i am talking to Todor about his affinity for BMW brand, Social Media marketing trends in Bulgaria and his plans for BMW X5 Facebook page for the future.
Hi Todor, please tell our readers some words about your personality. And why did you decide to create the most popular BMW X5 page worldwide on Facebook? What was your motivation?
I’m 26 years old student of Varna Free University majoring in Worldwide Marketing. Passionate about the auto industry, BMW, travelling, nature, good food, trance music, sci-fi movies, creative stuff, social media and marketing.
The BMW X5 fan page was created 5 years ago, because I wanted to share my strong passion to the model with other fans. In the year of 2009 Facebook restricted my publishing rights, because I wasn’t affiliated person to the brand and because I was able to create a wrong impression to the customers. Then I tried to get in contact with BMW, but It wasn’t very easy. After a few unsuccessful attempts I found the right person. Six months later I had gotten official support from BMW and I got my publishing rights back.
How much effort do you invest to keep your BMW X5 fans in the loop? What kind of content strategy do you use?
I try not to bother the fans too much – one, maximum two page posts per day is enough. Though the page is for one model and doesn’t need so much daily information to update. Regarding the content strategy I use mainly photos and albums, which are the most engaging post types. Of course, sometimes I use videos and articles about the car itself.
What channels do you use for the promotion of your BMW X5 page? And what is the secret of their popularity?
There is no secret. The page has achieved such a high number of engaged fans (users that are constantly commenting, liking and sharing) because of the specialized marketing activities like 1 Million Fan photoshooting, blogger outreach and activation of additional Social Media plattforms, e.g. Instagram. The only channel that supports me is the global BMW fan page on Facebook, which has promoted the X5 page in the past, and will hopefully continue to do so.
How far are you familiar with Social Media landscape in Bulgaria? What do you think is the future of Social Media Marketing for brands in your motherland?
I’m following most of the successful Bulgarian brands and their social media marketing efforts and I believe that except for the target market, the Facebook marketing strategies do not differ so much. The social media platforms (and mostly I am talking about Facebook) penetrated the Bulgarian web space extremely rapidly, and they now play a very big part of the everyday life of an average consumer.
I am very well familiar with social media as an average consumer as well as a marketer. I believe the future of marketing targeting Bulgarian consumers of young age is soon going to be mainly online, and mainly trough social media. By now, Facebook is the most popular social media channel in Bulgaria (with Twitter, Pinterest and Instagram shortly following), and marketing on this platform has been proven to be really successful already. I am convinced in the future this is only going to grow.
How was it to be the most active BMW fan worldwide? Would you participate in such a campaign one more time?
For me it was a once-in-a-lifetime experience! The whole campaign constructed by BMW was extremely well organized, up until the last detail. This is definitely something I wish every true BMW fan to experience! I would absolutely be delighted to participate again!
What are your plans for the future in regards of Facebook performance of BMW X5? Would you like to be a kind of Social Media Guru in Bulgaria or is your love to BMW brand the only connection to online marketing world?
It was the 5th Birthday of the BMW X5 fan page recently, and the number of fans on this day was more than 1.4m, which has shown me that my strategy for the past five years was evaluating and changing a little every day to suit the needs and interests of the fans and to achieve the better success. In the future, I am planning to keep my strategy, but also to add and share more and more fan photos, because this page is created for them, and for fans like me, and as a fan, not only an administrator, I believe making fans take a part in creating publications is what makes them engage and feel included.
My love for BMW and my page is what shaped me as an online marketer and what challenged me to learn more and more about Social Media. My priority now is BMW and my passion about it is what made the page grow. I believe if I market a product which I like and understand as a consumer, I will be eager to market it on the social media platforms, and who knows… maybe another great page comes out of it.