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Social media strategy - Automotive

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Social media strategy - Automotive

  1. 1. Social Media Strategy – TOYOTA 2013 by
  2. 2. INTRODUCTION This Social Media Strategy is aimed at building trust, relationship and dialogue with Toyota’s customers online via Facebook & Twitter that will ultimately impact on sales. It is a 6 month strategy using Facebook & Twitter as well as Youtube.
  3. 3. Social Media Strategy Outline Our Social Media Strategy for growing Toyota’s online presence will be built around 7 steps over the next 6 months. 1 2 ✓ Identify the most important Stakeholders Listening to the Online Conversations 3 Analyzing Gaps, Trends, Opportunities & Set Measurable Goals 4 Influencers, Content Strategy & Tactical Planning 5 Create & Publish 6 Engage & Facilitate 7 Measuring & Reviewing
  4. 4. Identify Key Stakeholders Target them on their platforms Key Stakeholders 1 Toyota’s Stakeholders are: •Customers/Potential Customers, drivers of a Toyota. •Car Enthusiasts & Corporate Groups/Companies •Competitors – All competing car brands •Media – All Types traditional & New •Bloggers •Employees •Business Partners •Global society & Local Communities/Groups Where online? & who they are connected to? 2 Toyota’s Stakeholders can be found on: Facebook – 900+ million users, Toyota Trinidad has 600+ friends, so a massive opportunity still awaits. O? The same can be said about twitter with 500+ million users Toyota Trinidad has 4 followers
  5. 5. Listen to the Online Conversations Tap into Online Conversations 1 •Who is talking Toyota Trinidad – Presently users and prospective customers “ •What they say – generally they use the FB page to ask questions, on new Toyota models or assistance with car problems. The conversations are mainly bland, one line comments that are left hanging with no feedback from the company. •Where – conversations mainly take place on Facebook, the company has a blog but there has been no communication on both the Twitter Page & Blog since January 2011. Timeline 2 Based on the information gathered from Toyota’s existing pages we require a period of 14 days for listening so that our marketing or campaign can be tweeked if necessary. ”Listening” will be structured as follows: We will log into all the platforms at least five times daily for monitoring O? purposes. We will utilize social mentions free dashboard to assist with real-time monitoring. Any change in posting/conversation will be used as a guide for that day’s posting.
  6. 6. Analyzing Gaps, Trends, Opportunities & Set Measurable Goals What we Look for in Analysis 1 •Increased Share of voice across both platforms, measuring areas such as tweets, mentions, comments, post shares •We look at whether or not comments are positive or negative – and what is the ratio •We look at what topics are trending – do they include specific products we are promoting Measurable Goals 2 Quarterly Goals - January to March 2013 •Increase Facebook Likes by 6000 by March 2013 •Increase Twitter following to 600 •Increase content that resonates positive feedback such as good O? causes, accomplishments by locals, product uses & Upgrade videos, price promos, Trivia – Q & A
  7. 7. Influencers, Content Strategy & Tactical Planning Influencers 1 We will target social networkers who have influence – those who can cause others to take action, change their perception and / or their behaviour. We will identify 3 top influencers on each social platform one of which will be a product purchase or awareness influencer and use them to influence share of voice. Top Influencers will also be chosen based on their Social Media success, & following. Content Strategy 2 Content Strategy will be focussed on posting under topics that have attracted the most likes and shares using Facebook as a test platform. Therefore over the next 3 months posts will be geared at: Positivity/MotivationQuotes, Achievements‘ in the car industry, features on local accomplishments Humour – Funny Car & other Video, riddles and jokes Product Promo/Features – Vehicle Upgrades, “Pimped Rides”, contests, sales Events – Local & International Rallies & Car shows. Tactical Planning 3 Where to post what? Facebook - Bulk of the posting integrated to all other platforms, post on everything, selective posts include pics of contestants & winners for promos, new vehicle purchase pics,. focus on product uses, upgrades Twitter – Humour, Product Links, “One line Car Talkers”
  8. 8. Create & Publish Improvement of Toyota Trinidad & Tobago’s presence on Facebook & Twitter will be the main focus of the Social Media Strategy over the next 6 months, this will be supported by pulling content from influencers and other favourite topics to grow the following. THE CAR PERSONALITY CAMPAIGN 1A We will create two groups on facebook to represent two car personality types in the broader sense: Group A – represents the vivacious, adventurous type personality, loves life in the fast lane, an extrovert who enjoys long road trips, meeting people and being out and about. The name given to this group may be either male or female and can be either a name like “Rev” synonymous with a car and a person or it can be a dual nickname such as “Spicy Reds” Group members for this group would be persons who love adventure and would purchase a Toyota such as a 86, a camry or an FJ cruiser. ar Group B – represents a calmer personality type less adventurous, more focus on reliability, a bit reserved, likes everything organized and well planned more introverted than group A but very intelligent. The name given to this Group will be male and can either be a name or a dual nickname similar to a Toyota brand.
  9. 9. Create & Publish Improvement of Toyota Trinidad & Tobago’s presence on Facebook & Twitter will be the main focus of the Social Media Strategy over the next 6 months, this will be supported by pulling content from influencers and other favourite topics to grow the following. THE CAR PERSONALITY CAMPAIGN 1B Posts & discussions in Group A & Group B will be shared on Toyota’s main facebook page and then content will be shared on Twitter. Creative will be produced one (1) week before publication allowing sufficient lead time for approvals. ON THE MAIN FACEBOOK PAGE A NEW TOYOTA BANNER WILL BE UPLOADED TWICE MONTHLY OR AS NEEDS BE BASED ON THE PROMOTIONAL ACTIVITY FOR THE MONTH. THIS WILL BE SUPPORTED BY THE FOLLOWING: 1 HUMOUR POST PER DAY 1 TRIVIA POST PER DAY 1 EVENT POSTS PER WEEK 1 HIGHLIGHTED TOPIC OF DISCUSSION EACH WEEK ar THE CAR GROUPS WILL WORK IN TANDEM WITH THE MAIN PAGE BY POSTING TO THE PAGE TO STIMULATE CONVERSATION. EACH GROUP WILL HAVE A NEW BANNER PER MONTH UNIQUE TO IT’S PERSONALITY. *Personality names will be submitted as part of the creative after the social media Strategy is approved.
  10. 10. Create & Publish Improvement of Toyota Trinidad & Tobago’s presence on Facebook & Twitter will be the main focus of the Social Media Strategy over the next 6 months, this will be supported by pulling content from influencers and other favourite topics to grow the following. FACEOFF – “MY TOYOTA, YOUR TOYOTA” 2 This is a Contest geared at demonstrating an owner’s love for his/her Toyota that distinguishes them from every other Toyota owner. It is a month long contest where participants will be asked to upload picks of their car along with 100 words describing “why their Toyota is the Coolest” only fans can enter and the winning prize is “ Auto detailing, and a free service” The winner will be posted on facebook & mentioned on Twitter. A winner is chosen every week and then an ultimate winner from the 4 finalists ar *Dynamics of contest will be included in creative brief and approved by client GO TOYOTA GO – “Toyota Road Trip & Events” 3 For two months we will be following the lives of 3 Toyota Driver’s , from 1st time purchase to what they do and where they go with their Toyota. This is much like a reality show “without the personal details” contestants will share their Toyota events travels & moments and the best story wins a grand prize for Christmas. The other two contestants will both win participatory prizes. The contest will start off with tag lines like. Meet “Jim” an ordinary man with an extraordinary car, or the contest can be tied to the black & white campaign....”People who see life in Black & White still loves the colour of a Toyota. ar
  11. 11. Create & Publish Improvement of Toyota Trinidad & Tobago’s presence on Facebook & Twitter will be the main focus of the Social Media Strategy over the next 6 months, this will be supported by pulling content from influencers and other favourite topics to grow the following. TOYOTA MOVEMENT 4 TOYOTA @ - Developing a Twitter Presence This is geared at starting a “movement” to support the Toyota brand. This movement will be started as a group on facebook with taglines such as “Join the Toyota Movement”, “The Phenomenon that is Toyota”. The group will be bolstered by a blog dedicated to “the movement” ar This will be an aggressive clique like approach to growing Toyota’s online presence and re-establishing the already existing blog page. 5 This would be geared at visibility on Twitter by creating at least three other twitter accounts for specific followers. For example we can create accounts such as @camrylove , @carollarules which are focussed on specific products or @toyotaservices, or @toyotanews focussed on customer service and updates. ar
  12. 12. ENGAGE & FACILITATE CONVERSATION The ability to engage and facilitate conversation will be a large contributor to building a strong social media presence. Everyday Online Conversations 1 Month 1 – Clear backlog of requests or unanswered questions. Engage followers to comment or vote and participate in contests Month 2 & 3 – Answer customer questions, post on promotions, car features. Encourage cross platform interactions. Promoting the Toyota movement, include local hotspots, cross country event discussions. This will be supported by structured posting under humour, trivia, and event posts
  13. 13. Measuring & Reviewing PULL DATA ANALYZE We will measure the effectiveness of our strategy monthly utlizing Google Analytics, Facebook Reporting, & Twitter Reports. We will measure whether the campaign had a positive impact on the following for TOYOTA Trinidad by looking at: comments about the brand that extends to individual products, the positive or negative change in TOYOTA’s following. Overall Strategy Effectiveness is based on: MAKE CHANGES TO FOLLOW TRENDS 6,000 LIKES on Facebook by March 2013 600 FOLLOWERS on Twitter by March 2013 Increase in awareness of the TOYOTA Brand Strong presence of TOYOTA Trinidad online including it’s car personalities
  14. 14. APPENDIX • ANALYSIS – FACEBOOK & TWITTER • ONLINE MEDIA BUDGET
  15. 15. FACEBOOK ANALYSIS Snapshot of Toyota’s Facebook Page
  16. 16. FACEBOOK ANALYSIS There’s certainly a foundation here. Toyota has managed to get 661 fans, but there seem to be inconsistencies with updates with unanswered questions left by customers since August 2012. It comes off as though this social platform is not a priority, and that's definitely something to work on. Audience: With the wide variety of people using Facebook, the timeline page allows the company to communicate with the majority of it’s desired target demographics. People who “like” the page have already taken vested interest in the brand, so we can listen to and communicate easily with them. Revisions: Facebook is where Toyota should pump the bulk of information to their audience and where there is the most room for conversation and interaction. Allow users to really get a feel for the personality of the company. Quick suggestions to adopt: • • • • Take full advantage of Facebook’s multimedia capabilities. Continue posting photos and videos to keep interest up. Think more broadly about interweaving other social media platforms with Facebook to increase engagement and interactivity. Add content of interest to target different groups, and award fan loyalty. Update the page more consistently, and try to avoid surges of information.
  17. 17. TWITTER ANALYSIS Snapshot of Toyota’s Twitter Page
  18. 18. TWITTER ANALYSIS Toyota’s twitter (https://twitter.com/ToyotaTrinidad) has 4 followers at the time of this proposal — a number that certainly needs improvement. It appears that the last time there was a post to the page was January 2011. Audience: Those looking for quick updates about Toyota most likely look to the Twitter feed. Followers are most probably interested in hearing about events, deals, and photos. Revisions: Be more active on this platform as it’s an easy way to push out information about the company. Create fresh content often; Follow those who follow Toyota. Additionally, try to be more intuitive when posting information: instead of treating each one as its own community, consider that followers on Twitter may also be fans on Facebook.

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