Whether it's delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via newsfeed posts, all brands struggle with scale. This becomes increasingly true for retailers that want a local strategy for many individual locations. Using client Southeast Toyota as an example, 22squared's Chris Tuff and Southeast Toyota's Julie Tullis will discuss how brands and marketers can best stay ahead of the ever-changing Facebook marketing environment to deliver true ROI. He will also share 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level. - Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared - Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors (From Chris and Julie's AllFacebook Marketing Conference EAST 2012 presentation: http://www.mediabistro.com/allfacebookmarketingconferencenyc/program_day2.asp#d2at945)

1. Dominating Scale with @christuff
Facebook Technology to @julietullis
Drive True ROI #allfacebookconf

2. Hi, I’m Julie.
Julie Tullis – Marketing Communications Manager, Southeast Toyota Distributors
Over the past decade, Julie has emerged as a digital expert in the automotive industry. She currently leads digital and
social strategy for Southeast Toyota Distributors (SET), Toyota's largest volume region in the United States. Under Julie's
leadership, SET has continued to build upon its digital investment and identify new and emerging ways to leverage
technology to drive traffic to SET dealerships. Most recently, Julie was successful in obtaining approval to begin scaling
SET's first Facebook content and media strategy to support its 175 dealers at the local level.

3. And I’m Chris.
Chris Tuff – SVP, Director of Earned and Emerging Media, 22squared
Chris Tuff was one of the first marketers to work directly with Facebook, beginning his relationship with them in 2005.
Chris brings his 9 years of digital marketing experience and seven years of social media experience to help lead the social
media team in strategy and execution for our clients; most recently he helped grow Buffalo Wild Wings’ Facebook page
from 75,000 fans to almost five million in just over two years and Baskin-Robbins from 400,000 fans to more than four
million in 18 months. His strong background in this area comes from building the Sunao/Emerging trends department at
Moxie Interactive (the interactive arm of Zenith/Optimedia) from one person to over 30. His brand experience consists of
such household names as 20th Century Fox, Cartier, Coke, Garnier, The Home Depot, HP, Hulu, Jim Beam, Nestlé, Puma,
Verizon and Verizon Wireless.

4. SOCIAL OBJECTIVE:
Develop a social program that
supports dealers at the local level.
Some of the challenges of SET being a Tier 2 automotive group, and what the role of SET is in social:
- Dealer feedback: SET challenged with coming up with a social execution with a dealer-centric approach
- Varying levels of participation from dealerships
- Messaging differences in competing markets

5. CHALLENGES OPPORTUNITIES
Competing messaging Local activation
Consistent customer
Brand inconsistencies
experiences
Direct communication with
Dealer participation
customers & word of mouth

6. !?
!?
!?
Strategy
!? Education
Participation
!? !?
!?
!? !? !?
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

7. STRATEGY:
BUILD GROW ENGAGE ACTIVATE
STANDARDS
AWARENESS CONTENT EXPERIENCES
PROCESS
COMMUNITY CONVERSATION STORIES
EDUCATION
What we did in each phase:
1. Build: Make sure cover photos, profile photos, profile information, etc., are 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 you have the right content and conversation in place
3. Engage: Centrally develop and publish content that sparks unique conversations. In Hispanic markets, SET published content
in Spanish.
- Have back-end tech that can scale to each individual dealer.
- This strategy is unique to SET because of customer loyalty to Toyota brand.
4. Activate: Build more robust experiences and utility tools to drive deeper engagement with dealers and drive greater retention.
- We weren’t trying to drive ROI out of the gates; we knew that would mature over time
- Remember: attribution and Facebook technology

8. PILOT OVERVIEW:
Localized paid media campaigns
Education and training
Brand assets and content
Centralized publishing
Access to moderation and management tools
Pilot roll-out

9. RESULTS:
Consistent Branding
Pilot results (next four slides)

10. RESULTS:
Consistent Branding

11. RESULTS:
Growth
7000
5250
3500
1750
Test Launch
0
Total New Fans: 4,599 (+4,792%)

12. RESULTS:
Engagement
903
300% increase
225
Pre-Launch Test Period

13. RESULTS:

14. 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
Key learnings from the pilot program

15. squared ©2012 15
And now, 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level.

16. 1
FIND THE
RIGHT API
PARTNER
TO SCALE
PUBLISHING
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- Establish some digital credit.

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19. 2
BRING A
CRM STRATEGY
TO ENGAGE
WITH
RELEVANCY
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20. Facebook audiences
Engage with real-life customers who’ve already
made purchases from your brand.
Select email Create a custom Serve that new
addresses of audience in audience with
customer who have Facebook information about
purchased your your latest products
products in the past
©2012 22squared
20

21. 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.
+ =
©2012 22squared
21

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23. TRACK
BRAND LIFT
AND
ATTRIBUTION
3
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25. They’re accurate.
Do
you
approve
or
disapprove
of
the
job
that
Barack
Obama
is
doing
as
president?
• 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%
squared ©2012 25

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27. 4
CREATE
APPS
WITH UTILITY
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28. 5
TEST
SCALE OF
PAID ADS
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- The network is the base unit of communication.

29. Fan acquisition to 10%
Always on
Engagement ads
Homepage
Campaign
only Campaign specific
Direct response
squared ©2012 29

30. FIND
THE RIGHT
AD API
PARTNER
6
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31. 7
SCALE
YOUR
PROMOTIONS
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32. 8
ROI
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33. FOLLOW A
PRIMARY
OBJECTIVE
9
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34. AWARENESS
HIGH VALUE ADS
(Home Page + Mobile)
LIKE TAB
ENGAGEMENT CONVERSION
CONTENT MARKETING
FACEBOOK EXCHANGE
AMBASSADOR PROGRAM FACEBOOK OFFERS
ADVOCACY/LOYALTY
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35. HYPOTHESIZE.
TEST.
REPEAT.
10
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36. @christuff
Thank you!
@julietullis
@22squared
#allfacebookconf