Describe how to repair Toyota's image using social media.

1. TOYOTA
Seangho Seal
Build Brand Image in Social Media

2. Toyota’s Challenges
 Toyota’s brand image of creating reliable and
efficient is damaged due to accelerator pedals
getting caught on floor mats.
 About 2.3 million cars were recalled.
 Toyota’s recall scandal has spread via several
social media channels (Facebook, Twitter, and
YouTube).

3. Toyota’s Goals
 To change a brand image by creating the good
brand image in publicities
 To build credibility and trust with consumers
 To encourage and amplify positive word of mouth
about Toyota brand
 To engage with consumers

4. Toyota’s Social Media Ad
 Develop the social media advertising to assertively
collect testimonials and consumer reviews
• Testimonials and consumer reviews have been one
of the most effective way to build credibility.
• Develop the ways that encourage post on the sites
and produce videos like YouTube.
 To improve Toyota’s Search Engine Optimization
• SEO is important way to build trust .

5. Key Components of the Proposal
 Establishing social media presence including
Facebook, Google, Twitter, and YouTube.
 Search Engine Optimization
• Various social media presence will be an essential
portion of SEO campaign because search engines
rely on the number of inbound links brand , and so
it is important link to Toyota website from all of Toy
ota’s social media

6. Social Media improves SEO
 Effective ways to improve Toyota’s SEO through
social media
• Ask consumers to post their feedback on Toyota’s
Social Media.
• Ask past and existing consumers to post
testimonials.
• Ask consumers to produce YouTube videos.
• Find influential consumers and ask them to start
blogging

7. Ways to Manage Social Media
 Launch contests to promote consumers to post
reviews , photographs, or videos.
 Provide reward programs to encourage consumers
to visit the social media and participate in
activities.
 Create useful information to encourage consumers
to make a buzz.

8. Metrics of Success 1
 Contest and reward program success metrics
include following:
• Number of Comments Posted on Social Media
• Number of Videos Submitted to Social Media
• Number of Consumer Reviews Submitted to Social
Media
 Social Media Traffic
• Number of Members of Social Media
• Number of Visitors of Social media

9. Metrics of Success 2
 Search Engine Optimization
• Measuring Toyota keyword ranking
• Measuring overall Toyota website visitor traffic.
• Measuring what Toyota pages are currently indexed
• Measuring Toyota’s top referring search engines
• Measuring Toyota website conversion rate
• Measuring ROI

10. Budget & Timeline
 Toyota will spend over 25 percent of its
advertising budget online, about twice the average
of other brands.
 Toyota will provide social media campaign year
around.