Julie: Describe some of the challenges of being a Tier 2 automotive group, and what the role of SET is in social. - Define Tier 1, Tier 2 and Tier 3, and describe what SET as Tier 2 means and what they provide to dealers - Things you ’ ve heard from dealers (we were challenged with coming up with a social execution with a dealer-centric approach) - Varying levels of participation from dealerships - Messaging differences in competing markets
Julie: Describe SET ’ s role in providing strategic support to create a consistently good experience across dealers in the region. - Cohesive strategy with paid and engagement - Education (being a resource for these dealers, creating a depository and providing man-to-man) - Core importance around customer response (importance around dealers committing to having social customer response in place)
Chris: Talk briefly about what we did in each phase. 1. Build: Make sure cover photos, profile photos, profile information, etc., were filled out correctly. Also make sure to provide educational resources (Google Site, video tutorials, in-person meetings, etc.) and best practices. - KPIs evolve over time, but a key area was these dealers not having critical mass (only 100-150 fans), and we needed to drive them to a place with mass and content 2. Grow: Leverage a Facebook Ads API partner to manage local campaigns that are able to target at the zip code level for DMAs without getting kicked out of Facebook ’ s system for underperformance. - Finding fans within the current zip codes and making sure we have the right content and conversation in place 3. Engage: Centrally develop and publish content that sparks unique conversations. In Hispanic markets, we published Spanish language content. - We have back-end tech that can scale to each individual dealer. - This strategy is unique to SET because of customer loyalty to Toyota. 4. Activate: We did not do this for the pilot, but this is where we are headed in the future. We will build more robust experiences and utility tools to drive deeper engagement with dealers and really drive greater retention. - We weren ’ t trying to drive ROI out of the gates; we knew that would mature over time - Attribution and Facebook technology
Chris: Talk through roll-out
Julie: Discuss results on this and the next four slides
Chris: Share key learnings
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All four FB partners
Dynamic generation of creative & targets - 30% improvement in efficiency & performance Deal in the reality Automated Local Amplification (ALA) Goal: Provide a turnkey solution that allows for intelligent amplification of creative, promotions and offers through social media. - Insights: Deliver the right message to the right audience through LiFT insights. - Amplification: Maximize digital assets through social amplification: Facebook and Twitter. - Localization: Marry local deal assets with zip code/city targeting to deliver local messages at scale and drive local store support (grand openings, tent pole, etc.). - Socialization: Leverage the power of social context through deal sharing, liking, retweeting and more. - Measurement: Social distribution drives sales. Leverage measurement partners to track in-store sales lift.
"How Southeast Toyota Dealers Mastered Local at Scale on Facebook"
How Southeast ToyotaDealers Mastered Localat Scale on Facebook@christuff@Dave360@julietullis#iMediaSummit
SOCIAL OBJECTIVE:Develop a social program that supportsdealers at the local level.
Competing messagingConsistent customerexperiencesCHALLENGES OPPORTUNITIESDealer participationDirect communication withcustomers & word of mouthBrand inconsistenciesLocal activation
LEARNINGS:Content is scalableMost dealers want to know they’re being taken care ofLocal campaigns are scalable on FacebookTechnology partners are key to success
1 FIND THE RIGHT API PARTNER TO SCALE PUBLISHING2 BRING A CRM STRATEGY TO ENGAGE WITH RELEVANCY3 TRACK BRAND LIFT AND ATTRIBUTION4 CREATE APPS WITH UTILITY5 TEST SCALE OF PAID ADS6 FIND THE RIGHT API PARTNER7 SCALE YOUR PROMOTIONS8 RIGHT CONTENT, RIGHT TARGET, RIGHT TIME9 FOLLOW A PRIMARY OBJECTIVE10 HYPOTHESIZE, TEST, REPEAT
1 FIND THE RIGHT API PARTNER TO SCALE PUBLISHING
Engage with real-life customers who’ve already madepurchases from your brand.Create a customaudience in FacebookServe that new audiencewith information aboutyour latest productsFacebook audiencesSelect email addressesof customer who havepurchased your productsin the past2 BRING A CRM STRATEGY TO ENGAGE WITH RELEVANCY
Find customers who are alreadylooking for you.Invite customers shopping for your product on the web to jointhe community on Facebook.Real-time bidding through Facebook Exchange allows us to re-target customers with content most relevant to them usingcookie-based consumer intent data.+ =
•Tracking since March 2009•Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)•Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4%Do you approve or disapprove of the job that BarackObama is doing as president?They’reaccurate.
Fan acquisition to 10%Engagement adsHomepageCampaign specificDirect responseAlways onCampaignonly5 TEST SCALE OF PAID ADS
Automated CreativeEngine‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)‣ AnalyticsBLiNQAd Management‣ Deals Database‣ Creative Database‣ Local Circular PromotionsStandard Ads(current offering)Unpublished Page Post AdsAutomated Local Amplification (ALA)6
Automated CreativeEngineProprietary Budgeting:‣ Population Size‣ Target Frequency‣ Available InventoryBLiNQBudgeting MatrixxBLiNQAd Management‣ Coverage Area‣ Radius TargetingyLocalized Standard AdsAutomated Local Amplification (ALA)‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)‣ AnalyticsLocalized Standard Ads Localized Standard Ads