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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!?
!?!?
!?!?!?
!?
!?
!?
!?
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