Personalized customer service is shifting to social. The value of social media has extended beyond the marketing department and now sits as a central part of the customer and employee experience. It’s not just about looking popular: it’s about making meaningful connections with current and future customers, which will serve to boost your brand (and ROI) both on and offline. Toyota joins us live on air discussing how good community management can increase organic reach and engagement. In this webinar we'll focus on: - How creative internal marketing structures can increase social media engagement - How to offer local customer service on a national scale - Brand-inspired ideas for engaging social media posts Watch on demand: https://www.falcon.io/webinars/social-media-engagement/

1. We Have A Secret, And It’s About
Social Media Engagement
#FalconEd #growwithsocial

2. Your Presenters.
Matt Searle
Specialist, Community & Advocacy
Toyota UK
Dino Kuckovic
Director of Community & Events
Falcon.io
@dinokuckovic @matt-searle
#FalconEd
#growwithsocial
Matt Upton
Brand Content Manager
Toyota UK
@Mattupton

3. Setting the scene: social media engagement
Toyota’s approach to content
Toyota’s approach to customer service
Q&A
Today’s Agenda.

4. (Housekeeping)
rules help control the fun!
- Monica Geller
Recording & Slides
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5. SOCIAL MEDIA
ENGAGEMENT
Its domino-effect can create waves of positivity.

6. The measurement of comments, likes
and shares.
social▪media▪engagement noun
[ soh-shuhl mee-dee-uh en-geyj-muhnt]
Source: dictionary.com

7. Cast your vote on-screen.
Q: Which engagement metrics are
most important to you?

8. Without engagement, social
media is just media.

9. Understand the
Components of an
Engaging Post
The types of content consumers
want to engage with ➡
Source: Later

10. Why Consumers
Message a Brand
on Social Media
The reasons are wide-ranging ↗
How should we respond as a brand?
Behaviors consumers want from
brands on social media.
Source: Later

11. Matt Upton – Senior Content Manager
• 12 years' experience in automotive
• Three years as Lexus Content Manager
• Currently Senior Content Manager, overseeing the
output for both brands
WHO ARE WE?

12. Matt Searle – Specialist, Community and Advocacy
• 12 years' experience in automotive
• Seven years with Toyota and Lexus UK
• Specialising in community and advocacy
WHO ARE WE?

13. • Currently the world’s largest automotive brand
• Established in the 1930s
• Wide range of vehicles, from Aygo to Land Cruiser
and Supra to Mirai
• Long history of innovation and electrification
• Strong motorsport heritage
• Commitment to customer care and satisfaction
TOYOTA

14. • Luxury vehicle division of Toyota
• Established in the late 1980s
• Widest range of premium electrified vehicles
• Famous for build quality, reliability, customer service
(Omotenashi), brave design and craftsmanship
(Takumi)
• We even sell a luxury yacht…
LEXUS

15. Industry leaders for engagement and response times
• Lexus was the most engaged with automotive brand
in the UK in 2020
• 1,345 pieces of content
• 91,000,000 impressions
• 3,800,000 engagements
• 18 minutes average response time

16. Segment leaders for engagement and response times
• Toyota was the third most engaged with automotive
brand in the UK in 2020
• Toyota was the most engaging automotive brand
amongst its competitors
• 1,654 pieces of content
• 94,500,000 impressions
• 3,000,000 engagements
• 21 minutes average response time

17. Without giving too much away…
• We are split into three distinct teams
• Each perform their own vital functions
• One cannot function effectively without the other
• Press and Public Relations
HOW ARE WE SET UP?
Community
Content
Insights

18. Our mission statement is…
To make, modify and maintain corporate (Toyota) and brand (Toyota/Lexus) awareness and reputation through
influencing comments and conversation in traditional and social media
WHAT IS OUR PURPOSE?

19. OUR
APPROACH
TO CONTENT

20. • Marketing content is extremely
commercially valuable to both the Toyota
and Lexus brands
WE LOVE MARKETING, BUT
MARKETING WE ARE NOT...
• They drive clicks to the website,
brochure download, test drives and
visits to the dealerships
• We look to complement this

21. OUR SUCCESS IS
MEASURED DIFFERENTLY
SO, WE DO THINGS A BIT
DIFFERENTLY…

22. WE HAVE AN EDITORIAL APPROACH TO CONTENT
• Emphasis on news and
storytelling
• Multi-channel strategy
• Agile
• Complementary to
marketing
• Commercial focus
• We talk to everyone
• Collaborative

23. We are always first with the latest news,
and big product news always generates
chatter on social channels
Key stats:
Reach: 209,707
Engagements: 35,867
Comments: 1200
WE POST ALL THE LATEST NEWS

24. This LC Convertible post was simple, yet
effective.
Key stats:
Reach: 134,459
Engagements: 19,464
Comments: 1600
WE LIKE TO BE PROVOCATIVE…

25. Toyota people stories – community /
insights sourced content
Key stats:
Reach: 101,313
Engagements: 11,667
Comments: 817
WE LIKE TO CELEBRATE ‘TOYOTA PEOPLE’

26. ‘Social cards’ came out of an insight from
our analytics team
Key stats:
Reach: 241,195
Engagements: 22,195
Comments: 3600
WE’RE INSIGHTS DRIVEN…

27. Blind Driver Campaign
Key stats:
PR coverage in big national titles
including The Sun, Daily Mirror and Top
Gear
Reach: 3,734,153
View views: 2,967,322
WHEN WE GO BIG… WE GO REALLY BIG

28. ORGANIC REACH IS DEAD, YOU SAY?
Supra Mk.IV interior 360
Reach: 2,454,023
Engagements: 364,899
Comments: 2,700
IT CAN BE DONE!

29. WHAT ELSE
CONTRIBUTES?

30. Some background...
• Toyota UK Magazine started in 2008
• Toyota UK Facebook account opened in 2009
• Community management pilot started in 2014
• In-house community management programme with
extended hours
• Fully integrated with the business
• 1st and 3rd for engagement
• Over 200,000 comments generated
• 1st and 2nd for average response time

31. What we respond to…
• Deliver exceptional customer service
• We are not ‘just’ customer service agents
• Focus on detractors and changing sentiment
• Build lasting relationships with loyal owners and fans
• ‘Meaningful interactions’ – Facebook 2018

32. …the amount of people that react to, comment on or share posts
determines how they appear in News Feeds...
Facebook 2018

33. ...will prioritise posts that spark conversation and interactions
between people...
Facebook 2018

34. …inspire back-and-forth discussion...
Facebook 2018

35. How we do this…
• ‘One conversation at a time’
• Keep conversation going
• Local service on a national scale = return custom
• Personal approach to each comment
• Tone of voice adjustments
• Tagging customers

36. 1. Analyze your engagement.
2. Select your strategy.
3. Know your audience.
4. Create and share valuable content.
5. Stay topical.
6. Keep the conversation flowing.
7. Show your human side.
8. Keep response times speedy.
9. Schedule smarter.
10. Think beyond the feed.
do try this at home
Key Takeaways.

37. @Falcon.io @ToyotaUK
#FalconEd #growwithsocial

38. April 27th - Das 1x1 des Social Advertising (German)
May 20th - 6 Facebook Experiments Worth Trying in 2021 @Falcon.io
#FalconEd
#growwithsocial

39. THANK YOU

40. THANK YOU
@falconIO
falcon.io welcome@falcon.io