How Southeast ToyotaDealers Mastered Local at

Scale on Facebook

@christuff@Dave360@julietullis

#iMediaSummit

SOCIAL OBJECTIVE:

Develop a social program that supports dealers at the local level.

Competing messaging

Consistent customer experiences

CHALLENGES OPPORTUNITIES

Dealer participation Direct communication with customers & word of mouth

Brand inconsistencies

Local activation

StrategyEducation

Participation!?

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STRATEGY:

ACTIVATEENGAGEGROW

EXPERIENCESSTORIES

CONTENTCONVERSATION

AWARENESSCOMMUNITY

BUILD

STANDARDSPROCESS

EDUCATION

PILOT OVERVIEW:

Localized paid media campaigns

Education and training

Brand assets and content

Centralized publishing

Access to moderation and management tools

CONSISTENT BRANDING:

RESULTS:

Growth

Total New Fans: 44,247 (145+%)

RESULTS:

Engagement

RESULTS:

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

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

1 FIND THE RIGHT API PARTNER TO SCALE PUBLISHING

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

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.

+ =

3 TRACK BRAND LIFT AND ATTRIBUTION

•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.

Fan acquisition to 10%

Engagement ads

Homepage

Campaign specific

Direct response

Always on

Campaign only

5 TEST SCALE OF PAID ADS

Automated Creative Engine

‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)

‣ Analytics

BLiNQAd Management

‣ Deals Database‣ Creative Database‣ Local Circular Promotions

Standard Ads(current offering)

Unpublished Page Post Ads

Automated Local Amplification (ALA)6

Automated Creative Engine

Proprietary Budgeting:‣ Population Size‣ Target Frequency‣ Available Inventory

BLiNQBudgeting Matrix

x

BLiNQAd 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

SPONSORED STORIES

CONTENT MARKETING

LIKE TAB

SOCIAL IMPRESSIONS FACEBOOK EXCHANGE

DATALOGIX RETARGETING

CUSTOM AUDIENCES

FACEBOOK OFFERS

AWARENESSAWARENESS

CONVERSION/ROI

CONVERSION/ROI

ADVOCACY/LOYALTYADVOCACY/LOYALTY

ENGAGEMENTENGAGEMENT2011

2012

2013

2013

MOONTOAST/POINTROLL

Thank you!Questions?

@christuff@Dave360@julietullis

#iMediaSummit