BlogWell Austin – How Toyota Leveraged Social Media to Build Brand Advocacy<br />Kimberley Gardiner, National Digital Mark...
A Challenging Year<br />
Our Social Media Strategy<br /><ul><li>Provide consumers greater access to Toyota.  Be more open and transparent
Create content to inspire conversation
Encourage owners to share their stories about Toyota</li></li></ul><li>Create Engaging Content: Sienna Swagger Wagon<br />
Sienna Campaign – The Big Idea<br />Challenge<br /><ul><li>Minivans ≠cool</li></ul>Idea <br /><ul><li>Minivans can be cool
Parents who drive it = even cooler</li></ul>Tactics<br /><ul><li>Created a centralized YT hub for “Swagger Wagon” videos</...
Keep constant chatter for Sienna during the Odyssey launch
Asked fans to submit their own videos to the new song for 2 months, launched the new                   re-mixed video in Nov
Result: The video has over 46k views</li></li></ul><li>Encourage owners to share: The Autobiography Campaign<br />
Auto-Biography Campaign<br />Challenge<br /><ul><li>Toyota’s word had lost credibility during the recall and loyalty was d...
40MM+ cars sold in the U.S.</li></li></ul><li>Auto-Biography Campaign Strategy <br />Tactics<br /><ul><li>Launch Auto io
Centralize FB activity through single app
Create long-term platform for owners to connect and be advocates for the brand
Add a level of authenticity to the conversation about the brand that we couldn’t do on our own</li></li></ul><li>Auto-Biog...
Auto-Biography Campaign<br />Homepage Takeover<br />TV<br />iMedia<br />Print<br />YouTube Branding<br />
Auto-Biography Campaign Results<br /><ul><li>Total Visitors: 147,388
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BlogWell Austin Social Media Case Study: Toyota, presented by Kimberley Gardiner

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Toyota's National Digital Marketing & Social Media Manager, Kimberley Gardiner, shares how Toyota leveraged social media to build brand advocacy.

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BlogWell Austin Social Media Case Study: Toyota, presented by Kimberley Gardiner

  1. 1.
  2. 2. BlogWell Austin – How Toyota Leveraged Social Media to Build Brand Advocacy<br />Kimberley Gardiner, National Digital Marketing & Social Media Manager<br />
  3. 3.
  4. 4. A Challenging Year<br />
  5. 5. Our Social Media Strategy<br /><ul><li>Provide consumers greater access to Toyota. Be more open and transparent
  6. 6. Create content to inspire conversation
  7. 7. Encourage owners to share their stories about Toyota</li></li></ul><li>Create Engaging Content: Sienna Swagger Wagon<br />
  8. 8. Sienna Campaign – The Big Idea<br />Challenge<br /><ul><li>Minivans ≠cool</li></ul>Idea <br /><ul><li>Minivans can be cool
  9. 9. Parents who drive it = even cooler</li></ul>Tactics<br /><ul><li>Created a centralized YT hub for “Swagger Wagon” videos</li></ul>Result<br /><ul><li>Became pop culture success… 11MM views to date </li></li></ul><li>Swagger Wagon Part 2… Invite Owner’s to Co-Create<br /><ul><li>Capitalize on sustained levels of engagement with Swagger Wagon six months after launch
  10. 10. Keep constant chatter for Sienna during the Odyssey launch
  11. 11. Asked fans to submit their own videos to the new song for 2 months, launched the new re-mixed video in Nov
  12. 12. Result: The video has over 46k views</li></li></ul><li>Encourage owners to share: The Autobiography Campaign<br />
  13. 13. Auto-Biography Campaign<br />Challenge<br /><ul><li>Toyota’s word had lost credibility during the recall and loyalty was declining</li></ul>Insight<br /><ul><li>Owners quickly came out to support and advocate for the brand</li></ul>Opportunity<br /><ul><li>Create ongoing platform for loyal owners to support Toyota and share their stories
  14. 14. 40MM+ cars sold in the U.S.</li></li></ul><li>Auto-Biography Campaign Strategy <br />Tactics<br /><ul><li>Launch Auto io
  15. 15. Centralize FB activity through single app
  16. 16. Create long-term platform for owners to connect and be advocates for the brand
  17. 17. Add a level of authenticity to the conversation about the brand that we couldn’t do on our own</li></li></ul><li>Auto-Biography Timeline <br />
  18. 18. Auto-Biography Campaign<br />Homepage Takeover<br />TV<br />iMedia<br />Print<br />YouTube Branding<br />
  19. 19.
  20. 20. Auto-Biography Campaign Results<br /><ul><li>Total Visitors: 147,388
  21. 21. Stories submitted: 13,180
  22. 22. The Toyota Facebook page doubled “Likes” in the first 2 months of campaign (over 50k likes)
  23. 23. Average time spent on tab: 2:38 min
  24. 24. 107% increase in Facebook “likes” since app launched in July 2010</li></li></ul><li>Auto-Biography Stories<br />
  25. 25. Auto-Biography Campaign – Social Rewards<br /><ul><li>Reward and further extend the life of the Autobiography stories
  26. 26. 6 of the top stories submitted as text were made into 60 sec animated shorts
  27. 27. Stories posted to YouTube, Facebook and featured in iMedia banner/takeovers
  28. 28. Nearly 100k views since Oct 2010</li></li></ul><li>Auto-Biography Campaign – Phase 2<br /><ul><li>New functionality to launch in Spring 2011 include:</li></ul>Will have a modular interface vs. 1 story only<br />Will be able to sort stories by model, location, mileage, etc<br />Users will be able to create their own custom page with their favorites w/ multiple applets<br />Can submit stories in new ways with music and video applets<br />Users get points and earn digital rewards<br /> for taking more actions on the site<br />On the homepage stylized infographics will give snapshots of the community data<br />
  29. 29. Auto-Biography Campaign – What we Learned<br /><ul><li>Toyota sentiment is turning positive for first time since recall, confirming Toyota’s messaging efforts are increasing positive sentiment in consumers’ minds
  30. 30. Overall conversation topics are now more tied to product launches and updates rather than negativity</li></ul>Highest volume mention levels since recall<br />

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