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)

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

4. Strategy
Education
Participation
!?
!?
!?
!?!?!?
!?
!?
!?
!?

5. STRATEGY:
ACTIVATEENGAGEGROW
EXPERIENCES
STORIES
CONTENT
CONVERSATION
AWARENESS
COMMUNITY
BUILD
STANDARDS
PROCESS
EDUCATION

6. PILOT OVERVIEW:
Localized paid media campaigns
Education and training
Brand assets and content
Centralized publishing
Access to moderation and management tools

7. CONSISTENT BRANDING:

8. RESULTS:
Growth
Total New Fans: 44,247 (145+%)
0
20,000
40,000
60,000
80,000
74,594
30,347

9. RESULTS:
Engagement
0
2,250
4,500
6,750
9,000
Jan.-Feb. 24 Feb. 25-March

10. RESULTS:
Engagement

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

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FIND THE
RIGHT API
PARTNER
TO SCALE
PUBLISHING
1

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BRING A
CRM STRATEGY
TO ENGAGE
WITH
RELEVANCY
2

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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

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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.
+ =

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TRACK
BRAND LIFT
AND
ATTRIBUTION
3

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• 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.

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4
CREATE
APPS
WITH UTILITY

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TEST
SCALE OF
PAID ADS
5

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Fan acquisition to 10%
Engagement ads
Homepage
Campaign specific
Direct response
Always on
Campaign
only

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FIND
THE RIGHT
AD API
PARTNER
6

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A GANNETT COMPANY
Automated Creative
Engine
‣ Multivariate Creative
‣ Targeting (Demo/Purchase Behavior)
‣ Analytics
BLiNQ
Ad Management
‣ Deals Database
‣ Creative Database
‣ Local Circular Promotions
API
Standard Ads
(current offering)
Unpublished Page Post
Automated Local Amplification (ALA)

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A GANNETT COMPANY
Automated Creative
Engine
Proprietary Budgeting:
‣ Population Size
‣ Target Frequency
‣ Available Inventory
BLiNQ
Budgeting Matrix
x
BLiNQ
Ad Management
‣ Coverage Area
‣ Radius Targeting
y
API
Localized Standard Ads Localized Standard Ads Localized Standard Ads
Automated Local Amplification (ALA)
‣ Multivariate Creative
‣ Targeting (Demo/Purchase Behavior)
‣ Analytics

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SCALE
YOUR
PROMOTIONS
7

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RIGHT CONTENT,
RIGHT TARGET,
RIGHT TIME
8

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FOLLOW A
PRIMARY
OBJECTIVE
9

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SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/
ROI
ADVOCACY/LOYALTY
ENGAGEMENT
2011
2012
2013
2013
MOONTOAST/POINTROLL

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HYPOTHESIZE.
TEST.
REPEAT.
10

34. Thank you!
Questions?
@christuff
@Dave360
@julietullis
#iMediaSummit