How Southeast ToyotaDealers Mastered Localat Scale on Facebook@christuff@Dave360@julietullis#iMediaSummit
SOCIAL OBJECTIVE:Develop a social program thatsupports dealers at the local level.
Competing messagingConsistent customerexperiencesCHALLENGES OPPORTUNITIESDealer participationDirect communication withcust...
StrategyEducationParticipation!?!?!?!?!?!?!?!?!?!?
STRATEGY:ACTIVATEENGAGEGROWEXPERIENCESSTORIESCONTENTCONVERSATIONAWARENESSCOMMUNITYBUILDSTANDARDSPROCESSEDUCATION
PILOT OVERVIEW:Localized paid media campaignsEducation and trainingBrand assets and contentCentralized publishingAccess to...
CONSISTENT BRANDING:
RESULTS:GrowthTotal New Fans: 44,247 (145+%)020,00040,00060,00080,00074,59430,347
RESULTS:Engagement02,2504,5006,7509,000Jan.-Feb. 24 Feb. 25-March
RESULTS:Engagement
LEARNINGS:Content is scalableMost dealers want to know they’re being taken care ofLocal campaigns are scalable on Facebook...
squared ©2013 12FIND THERIGHT APIPARTNERTO SCALEPUBLISHING1
squared ©2013 13
squared ©2013 14
squared ©2013 15BRING ACRM STRATEGYTO ENGAGEWITHRELEVANCY2
squared ©2013 16Engage with real-life customers who’ve alreadymade purchases from your brand.Create a customaudience inFac...
squared ©2013 17Find customers who are alreadylooking for you.Invite customers shopping for your product on the webto join...
squared ©2013 18
squared ©2013 19TRACKBRAND LIFTANDATTRIBUTION3
squared ©2013 20
squared ©2013 21• Tracking since March 2009• Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)• Higher...
squared ©2013 22
squared ©2013 234CREATEAPPSWITH UTILITY
squared ©2013 24TESTSCALE OFPAID ADS5
squared ©2013 25Fan acquisition to 10%Engagement adsHomepageCampaign specificDirect responseAlways onCampaignonly
squared ©2013 26FINDTHE RIGHTAD APIPARTNER6
squared ©2013 27A GANNETT COMPANYAutomated CreativeEngine‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)‣ Anal...
squared ©2013 28A GANNETT COMPANYAutomated CreativeEngineProprietary Budgeting:‣ Population Size‣ Target Frequency‣ Availa...
squared ©2013 29SCALEYOURPROMOTIONS7
squared ©2013 30RIGHT CONTENT,RIGHT TARGET,RIGHT TIME8
squared ©2013 31FOLLOW APRIMARYOBJECTIVE9
squared ©2013 32SPONSORED STORIESCONTENT MARKETINGLIKE TABSOCIAL IMPRESSIONS FACEBOOK EXCHANGEDATALOGIX RETARGETINGCUSTOM ...
squared ©2013 33HYPOTHESIZE.TEST.REPEAT.10
Thank you!Questions?@christuff@Dave360@julietullis#iMediaSummit
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How Southeast Toyota Dealers Mastered Local at Scale on Facebook

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All retail brands struggle with how to leverage the complex and ever-changing social platforms for local retailers. Using client Southeast Toyota Distributors as a case study, 22squared's Chris Tuff, Southeast Toyota's Julie Tullis and BLiNQ Media's Dave Williams will discuss how brands and marketers can best stay ahead of the evolving social platforms, as well as why they chose Facebook as the foundation for creating true word-of-mouth on behalf of dealers. They will address creative, attribution, ROI, local at scale, how to use paid to scale WOM and share 10 sure-fire techniques for brands to win locally on Facebook.

- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared (@christuff, @22squared)
- Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors (@julietullis, @SoutheastToyota)
- Dave Williams, Founder & CEO, BLiNQ Media (@Dave360, @BLiNQMedia)

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How Southeast Toyota Dealers Mastered Local at Scale on Facebook

  1. 1. How Southeast ToyotaDealers Mastered Localat Scale on Facebook@christuff@Dave360@julietullis#iMediaSummit
  2. 2. SOCIAL OBJECTIVE:Develop a social program thatsupports dealers at the local level.
  3. 3. Competing messagingConsistent customerexperiencesCHALLENGES OPPORTUNITIESDealer participationDirect communication withcustomers & word of mouthBrand inconsistenciesLocal activation
  4. 4. StrategyEducationParticipation!?!?!?!?!?!?!?!?!?!?
  5. 5. STRATEGY:ACTIVATEENGAGEGROWEXPERIENCESSTORIESCONTENTCONVERSATIONAWARENESSCOMMUNITYBUILDSTANDARDSPROCESSEDUCATION
  6. 6. PILOT OVERVIEW:Localized paid media campaignsEducation and trainingBrand assets and contentCentralized publishingAccess to moderation and management tools
  7. 7. CONSISTENT BRANDING:
  8. 8. RESULTS:GrowthTotal New Fans: 44,247 (145+%)020,00040,00060,00080,00074,59430,347
  9. 9. RESULTS:Engagement02,2504,5006,7509,000Jan.-Feb. 24 Feb. 25-March
  10. 10. RESULTS:Engagement
  11. 11. LEARNINGS:Content is scalableMost dealers want to know they’re being taken care ofLocal campaigns are scalable on FacebookTechnology partners are key to success
  12. 12. squared ©2013 12FIND THERIGHT APIPARTNERTO SCALEPUBLISHING1
  13. 13. squared ©2013 13
  14. 14. squared ©2013 14
  15. 15. squared ©2013 15BRING ACRM STRATEGYTO ENGAGEWITHRELEVANCY2
  16. 16. squared ©2013 16Engage with real-life customers who’ve alreadymade purchases from your brand.Create a customaudience inFacebookServe that newaudience withinformation aboutyour latest productsFacebook audiencesSelect emailaddresses ofcustomer who havepurchased yourproducts in the past
  17. 17. squared ©2013 17Find customers who are alreadylooking for you.Invite customers shopping for your product on the webto join the community on Facebook.Real-time bidding through Facebook Exchange allowsus to re-target customers with content most relevant tothem using cookie-based consumer intent data.+ =
  18. 18. squared ©2013 18
  19. 19. squared ©2013 19TRACKBRAND LIFTANDATTRIBUTION3
  20. 20. squared ©2013 20
  21. 21. squared ©2013 21• 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%Do  you  approve  or  disapprove  of  the  job  that  Barack  Obama  is  doing  as  president?They’re accurate.
  22. 22. squared ©2013 22
  23. 23. squared ©2013 234CREATEAPPSWITH UTILITY
  24. 24. squared ©2013 24TESTSCALE OFPAID ADS5
  25. 25. squared ©2013 25Fan acquisition to 10%Engagement adsHomepageCampaign specificDirect responseAlways onCampaignonly
  26. 26. squared ©2013 26FINDTHE RIGHTAD APIPARTNER6
  27. 27. squared ©2013 27A GANNETT COMPANYAutomated CreativeEngine‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)‣ AnalyticsBLiNQAd Management‣ Deals Database‣ Creative Database‣ Local Circular PromotionsAPIStandard Ads(current offering)Unpublished Page PostAutomated Local Amplification (ALA)
  28. 28. squared ©2013 28A GANNETT COMPANYAutomated CreativeEngineProprietary Budgeting:‣ Population Size‣ Target Frequency‣ Available InventoryBLiNQBudgeting MatrixxBLiNQAd Management‣ Coverage Area‣ Radius TargetingyAPILocalized Standard Ads Localized Standard Ads Localized Standard AdsAutomated Local Amplification (ALA)‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)‣ Analytics
  29. 29. squared ©2013 29SCALEYOURPROMOTIONS7
  30. 30. squared ©2013 30RIGHT CONTENT,RIGHT TARGET,RIGHT TIME8
  31. 31. squared ©2013 31FOLLOW APRIMARYOBJECTIVE9
  32. 32. squared ©2013 32SPONSORED STORIESCONTENT MARKETINGLIKE TABSOCIAL IMPRESSIONS FACEBOOK EXCHANGEDATALOGIX RETARGETINGCUSTOM AUDIENCESFACEBOOK OFFERSAWARENESSCONVERSION/ROIADVOCACY/LOYALTYENGAGEMENT2011201220132013MOONTOAST/POINTROLL
  33. 33. squared ©2013 33HYPOTHESIZE.TEST.REPEAT.10
  34. 34. Thank you!Questions?@christuff@Dave360@julietullis#iMediaSummit

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