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

2. BlogWell Austin – How Toyota Leveraged Social Media to Build Brand Advocacy Kimberley Gardiner, National Digital Marketing & Social Media Manager

4. A Challenging Year

6. Create content to inspire conversation

10. Keep constant chatter for Sienna during the Odyssey launch

11. Asked fans to submit their own videos to the new song for 2 months, launched the new re-mixed video in Nov

15. Centralize FB activity through single app

16. Create long-term platform for owners to connect and be advocates for the brand

18. Auto-Biography Campaign Homepage Takeover TV iMedia Print YouTube Branding

21. Stories submitted: 13,180

22. The Toyota Facebook page doubled “Likes” in the first 2 months of campaign (over 50k likes)

23. Average time spent on tab: 2:38 min

26. 6 of the top stories submitted as text were made into 60 sec animated shorts

27. Stories posted to YouTube, Facebook and featured in iMedia banner/takeovers

30. Overall conversation topics are now more tied to product launches and updates rather than negativityHighest volume mention levels since recall