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

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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.

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 Presentation Transcript

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