"How Southeast Toyota Dealers Mastered Local at Scale on Facebook"
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"How Southeast Toyota Dealers Mastered Local at Scale on Facebook"
- 1. How Southeast Toyota Dealers Mastered Local at Scale on Facebook @christuff @Dave360 @julietullis #iMediaSummit
- 2. SOCIAL OBJECTIVE: Develop a social program that supports dealers at the local level.
- 3. Competing messaging Consistent customer experiences CHALLENGES OPPORTUNITIES Dealer participation Direct communication with customers & word of mouth Brand inconsistencies Local activation
- 6. PILOT OVERVIEW: Localized paid media campaigns Education and training Brand assets and content Centralized publishing Access to moderation and management tools
- 8. RESULTS: Growth Total New Fans: 44,247 (145+%)
- 10. RESULTS:
- 11. LEARNINGS: Content is scalable Most dealers want to know they’re being taken care of Local campaigns are scalable on Facebook Technology partners are key to success
- 12. 1 FIND THE RIGHT API PARTNER TO SCALE PUBLISHING 2 BRING A CRM STRATEGY TO ENGAGE WITH RELEVANCY 3 TRACK BRAND LIFT AND ATTRIBUTION 4 CREATE APPS WITH UTILITY 5 TEST SCALE OF PAID ADS 6 FIND THE RIGHT API PARTNER 7 SCALE YOUR PROMOTIONS 8 RIGHT CONTENT, RIGHT TARGET, RIGHT TIME 9 FOLLOW A PRIMARY OBJECTIVE 10 HYPOTHESIZE, TEST, REPEAT
- 13. 1 FIND THE RIGHT API PARTNER TO SCALE PUBLISHING
- 15. Engage with real-life customers who’ve already made purchases from your brand. Create a custom audience in Facebook Serve that new audience with information about your latest products Facebook audiences Select email addresses of customer who have purchased your products in the past 2 BRING A CRM STRATEGY TO ENGAGE WITH RELEVANCY
- 16. Find customers who are already looking for you. Invite customers shopping for your product on the web to join the community on Facebook. Real-time bidding through Facebook Exchange allows us to re- target customers with content most relevant to them using cookie-based consumer intent data. + =
- 18. 3 TRACK BRAND LIFT AND ATTRIBUTION
- 19. •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.
- 21. Fan acquisition to 10% Engagement ads Homepage Campaign specific Direct response Always on Campaign only 5 TEST SCALE OF PAID ADS
- 22. Automated Creative Engine ‣ Multivariate Creative ‣ Targeting (Demo/Purchase Behavior) ‣ Analytics BLiNQ Ad Management ‣ Deals Database ‣ Creative Database ‣ Local Circular Promotions Standard Ads (current offering) Unpublished Page Post Ads Automated Local Amplification (ALA) 6
- 23. Automated Creative Engine Proprietary Budgeting: ‣ Population Size ‣ Target Frequency ‣ Available Inventory BLiNQ Budgeting Matrix x BLiNQ Ad Management ‣ Coverage Area ‣ Radius Targeting y Localized Standard Ads Automated Local Amplification (ALA) ‣ Multivariate Creative ‣ Targeting (Demo/Purchase Behavior) ‣ Analytics Localized Standard Ads Localized Standard Ads
- 24. SPONSORED STORIES CONTENT MARKETING LIKE TAB SOCIAL IMPRESSIONS FACEBOOK EXCHANGE DATALOGIX RETARGETING CUSTOM AUDIENCES FACEBOOK OFFERS AWARENESS CONVERSION/R OI ADVOCACY/LOYALTY ENGAGEMENT 2011 2012 2013 2013 MOONTOAST/POINTROLL
Editor's Notes
- Julie: Describe some of the challenges of being a Tier 2 automotive group, and what the role of SET is in social. - Define Tier 1, Tier 2 and Tier 3, and describe what SET as Tier 2 means and what they provide to dealers - Things you ’ ve heard from dealers (we were challenged with coming up with a social execution with a dealer-centric approach) - Varying levels of participation from dealerships - Messaging differences in competing markets
- Julie: Describe SET ’ s role in providing strategic support to create a consistently good experience across dealers in the region. - Cohesive strategy with paid and engagement - Education (being a resource for these dealers, creating a depository and providing man-to-man) - Core importance around customer response (importance around dealers committing to having social customer response in place)
- Chris: Talk briefly about what we did in each phase. 1. Build: Make sure cover photos, profile photos, profile information, etc., were filled out correctly. Also make sure to provide educational resources (Google Site, video tutorials, in-person meetings, etc.) and best practices. - KPIs evolve over time, but a key area was these dealers not having critical mass (only 100-150 fans), and we needed to drive them to a place with mass and content 2. Grow: Leverage a Facebook Ads API partner to manage local campaigns that are able to target at the zip code level for DMAs without getting kicked out of Facebook ’ s system for underperformance. - Finding fans within the current zip codes and making sure we have the right content and conversation in place 3. Engage: Centrally develop and publish content that sparks unique conversations. In Hispanic markets, we published Spanish language content. - We have back-end tech that can scale to each individual dealer. - This strategy is unique to SET because of customer loyalty to Toyota. 4. Activate: We did not do this for the pilot, but this is where we are headed in the future. We will build more robust experiences and utility tools to drive deeper engagement with dealers and really drive greater retention. - We weren ’ t trying to drive ROI out of the gates; we knew that would mature over time - Attribution and Facebook technology
- Chris: Talk through roll-out
- Julie: Discuss results on this and the next four slides
- Chris: Share key learnings
- Badges of preferred FB vendors
- All four FB partners
- Dynamic generation of creative & targets - 30% improvement in efficiency & performance Deal in the reality Automated Local Amplification (ALA) Goal: Provide a turnkey solution that allows for intelligent amplification of creative, promotions and offers through social media. - Insights: Deliver the right message to the right audience through LiFT insights. - Amplification: Maximize digital assets through social amplification: Facebook and Twitter. - Localization: Marry local deal assets with zip code/city targeting to deliver local messages at scale and drive local store support (grand openings, tent pole, etc.). - Socialization: Leverage the power of social context through deal sharing, liking, retweeting and more. - Measurement: Social distribution drives sales. Leverage measurement partners to track in-store sales lift.