Dominating Scale with @christuffFacebook Technology to @julietullis Drive True ROI #allfacebookconf
Hi, I’m Julie.Julie Tullis – Marketing Communications Manager, Southeast Toyota DistributorsOver the past decade, Julie has emerged as a digital expert in the automotive industry. She currently leads digital andsocial strategy for Southeast Toyota Distributors (SET), Toyotas largest volume region in the United States. Under Juliesleadership, SET has continued to build upon its digital investment and identify new and emerging ways to leveragetechnology to drive traffic to SET dealerships. Most recently, Julie was successful in obtaining approval to begin scalingSETs ﬁrst Facebook content and media strategy to support its 175 dealers at the local level.
And I’m Chris.Chris Tuff – SVP, Director of Earned and Emerging Media, 22squaredChris Tuff was one of the ﬁrst marketers to work directly with Facebook, beginning his relationship with them in 2005.Chris brings his 9 years of digital marketing experience and seven years of social media experience to help lead thesocial media team in strategy and execution for our clients; most recently he helped grow Buffalo Wild Wings’ Facebookpage from 75,000 fans to almost ﬁve million in just over two years and Baskin-Robbins from 400,000 fans to more thanfour million in 18 months. His strong background in this area comes from building the Sunao/Emerging trendsdepartment at Moxie Interactive (the interactive arm of Zenith/Optimedia) from one person to over 30. His brandexperience consists of such household names as 20th Century Fox, Cartier, Coke, Garnier, The Home Depot, HP, Hulu, JimBeam, Nestlé, Puma, Verizon and Verizon Wireless.
SOCIAL OBJECTIVE: Develop a social program that supports dealers at the local level.Some of the challenges of SET being a Tier 2 automotive group, and what the role of SET is in social:- Dealer feedback: SET challenged with coming up with a social execution with a dealer-centric approach- Varying levels of participation from dealerships- Messaging differences in competing markets
CHALLENGES OPPORTUNITIESCompeting messaging Local activation Consistent customerBrand inconsistencies experiences Direct communication with Dealer participation customers & word of mouth
!? !? !? Strategy !? Education Participation !? !? !? !? !? !?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 inplace
STRATEGY: BUILD GROW ENGAGE ACTIVATE STANDARDS AWARENESS CONTENT EXPERIENCES PROCESS COMMUNITY CONVERSATION STORIES EDUCATIONWhat we did in each phase:1. Build: Make sure cover photos, proﬁle photos, proﬁle information, etc., are ﬁlled out correctly. Also make sure to provideeducational 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 drivethem to a place with mass and content2. Grow: Leverage a Facebook Ads API partner to manage local campaigns that are able to target at the zip code level for DMAswithout getting kicked out of Facebook’s system for underperformance.- Finding fans within the current zip codes and making sure you have the right content and conversation in place3. Engage: Centrally develop and publish content that sparks unique conversations. In Hispanic markets, SET published content inSpanish.- Have back-end tech that can scale to each individual dealer.- This strategy is unique to SET because of customer loyalty to Toyota brand.4. Activate: Build more robust experiences and utility tools to drive deeper engagement with dealers and drive greater retention.- We weren’t trying to drive ROI out of the gates; we knew that would mature over time- Remember: attribution and Facebook technology
PILOT OVERVIEW: Localized paid media campaigns Education and training Brand assets and content Centralized publishing Access to moderation and management toolsPilot roll-out
RESULTS: Consistent BrandingPilot results (next four slides)
RESULTS: Growth7000525035001750 Test Launch 0 Total New Fans: 4,599 (+4,792%)
RESULTS: Engagement 903 300% increase 225Pre-Launch Test Period
LEARNINGS: Content is scalable Most dealers want to know they’re being taken care of Local campaigns are scalable on Facebook Technology partners are key to successKey learnings from the pilot program