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 ha...
And I’m Chris.Chris Tuff – SVP, Director of Earned and Emerging Media, 22squaredChris Tuff was one of the first marketers t...
SOCIAL OBJECTIVE:                                           Develop a social program that                                 ...
CHALLENGES              OPPORTUNITIESCompeting messaging          Local activation                           Consistent cu...
!?                                  !?                                                                                    ...
STRATEGY:                                  BUILD             GROW             ENGAGE            ACTIVATE                  ...
PILOT OVERVIEW:                      Localized paid media campaigns                           Education and training      ...
RESULTS:                                   Consistent BrandingPilot results (next four slides)
RESULTS:Consistent Branding
RESULTS:                 Growth7000525035001750                          Test Launch  0       Total New Fans: 4,599 (+4,79...
RESULTS:      Engagement                    903              300% increase   225Pre-Launch     Test Period
RESULTS:
LEARNINGS:                                                Content is scalable                            Most dealers want...
squared ©2012                                                          15And now, 10 sure-fire techniques for harnessing th...
1                             FIND THE                             RIGHT API                             PARTNER          ...
squared ©2012   17
squared ©2012   18
2BRING ACRM STRATEGYTO ENGAGEWITHRELEVANCYsquared ©2012   19
Facebook audiences                  Engage with real-life customers who’ve already                  made purchases from yo...
Find customers who are alreadylooking for you. Invite customers shopping for your product on the web to join the community...
squared ©2012   22
TRACK                    BRAND LIFT                    AND                    ATTRIBUTION                3squared ©2012   ...
squared ©2012   24
They’re accurate.         Do	  you	  approve	  or	  disapprove	  of	  the	  job	  that	  Barack	           Obama	  is	  do...
squared ©2012   26
4                    CREATE                    APPS                    WITH UTILITYsquared ©2012                      27
5                                 TEST                                 SCALE OF                                 PAID ADS  ...
Fan acquisition to 10% Always on                  Engagement ads                     Homepage Campaign   only          Cam...
FIND                    THE RIGHT                    AD API                    PARTNER                6squared ©2012      ...
7                    SCALE                    YOUR                    PROMOTIONSsquared ©2012                    31
8                ROIsquared ©2012         32
FOLLOW APRIMARYOBJECTIVE                9squared ©2012       33
AWARENESS                        HIGH VALUE ADS                        (Home Page + Mobile)                        LIKE TA...
HYPOTHESIZE.                TEST.                REPEAT.                10squared ©2012                  35
@christuffThank you!                @julietullis@22squared             #allfacebookconf
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Chris Tuff & Julie Tullis

  1. 1. Dominating Scale with @christuffFacebook Technology to @julietullis Drive True ROI #allfacebookconf
  2. 2. 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.
  3. 3. 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.
  4. 4. 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
  5. 5. CHALLENGES OPPORTUNITIESCompeting messaging Local activation Consistent customerBrand inconsistencies experiences Direct communication with Dealer participation customers & word of mouth
  6. 6. !? !? !? 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
  7. 7. 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
  8. 8. PILOT OVERVIEW: Localized paid media campaigns Education and training Brand assets and content Centralized publishing Access to moderation and management toolsPilot roll-out
  9. 9. RESULTS: Consistent BrandingPilot results (next four slides)
  10. 10. RESULTS:Consistent Branding
  11. 11. RESULTS: Growth7000525035001750 Test Launch 0 Total New Fans: 4,599 (+4,792%)
  12. 12. RESULTS: Engagement 903 300% increase 225Pre-Launch Test Period
  13. 13. RESULTS:
  14. 14. 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
  15. 15. squared ©2012 15And now, 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level.
  16. 16. 1 FIND THE RIGHT API PARTNER TO SCALE PUBLISHING squared ©2012 16- Establish some digital credit.
  17. 17. squared ©2012 17
  18. 18. squared ©2012 18
  19. 19. 2BRING ACRM STRATEGYTO ENGAGEWITHRELEVANCYsquared ©2012 19
  20. 20. Facebook audiences Engage with real-life customers who’ve already made purchases from your brand. Select email Create a custom Serve that new addresses of audience in audience with customer who have Facebook information about purchased your your latest products products in the past©2012 22squared 20
  21. 21. Find customers who are alreadylooking for you. Invite customers shopping for your product on the web to join the community on Facebook. Real-time bidding through Facebook Exchange allows us to re-target customers with content most relevant to them using cookie-based consumer intent data. + =©2012 22squared 21
  22. 22. squared ©2012 22
  23. 23. TRACK BRAND LIFT AND ATTRIBUTION 3squared ©2012 23
  24. 24. squared ©2012 24
  25. 25. They’re accurate. Do  you  approve  or  disapprove  of  the  job  that  Barack   Obama  is  doing  as  president? • 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%squared ©2012 25
  26. 26. squared ©2012 26
  27. 27. 4 CREATE APPS WITH UTILITYsquared ©2012 27
  28. 28. 5 TEST SCALE OF PAID ADS squared ©2012 28- The network is the base unit of communication.
  29. 29. Fan acquisition to 10% Always on Engagement ads Homepage Campaign only Campaign specific Direct responsesquared ©2012 29
  30. 30. FIND THE RIGHT AD API PARTNER 6squared ©2012 30
  31. 31. 7 SCALE YOUR PROMOTIONSsquared ©2012 31
  32. 32. 8 ROIsquared ©2012 32
  33. 33. FOLLOW APRIMARYOBJECTIVE 9squared ©2012 33
  34. 34. AWARENESS HIGH VALUE ADS (Home Page + Mobile) LIKE TAB ENGAGEMENT CONVERSION CONTENT MARKETING FACEBOOK EXCHANGE AMBASSADOR PROGRAM FACEBOOK OFFERS ADVOCACY/LOYALTYsquared ©2012 34
  35. 35. HYPOTHESIZE. TEST. REPEAT. 10squared ©2012 35
  36. 36. @christuffThank you! @julietullis@22squared #allfacebookconf
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