Post on 25-May-2015
transcript
Toyota
Emily Leonard
Toyota
• Needs to develop an online strategy for monitoring what people are saying about the company and for presenting its responses
• Successfully established social media response team of 6-8 individuals who monitor online communications and respond appropriately
• Social Media: Facebook, Twitter, YouTube, Digg and TweetMeme – Used to tell its story proactively and to respond to
criticism
Philanthropy
• Education– Scholarships, grants and programs to help
students– Toyota U.S.A. Foundation
• Environment– Audubon, Cool Globes, National Public Lands
Day, U.S. National Parks, World Wildlife Fund, Arbor Day Foundation, 4-H, Pew Center on Global Climate Change, World Resources Institute
Business Challenges/Opportunities
• Need to address public relations nightmare• Multiple recalls involving safety• Public perception of cover up of safety
problems by company, with stories of people injured or killed
• Growing perception that the company’s quality system has been sacrificed in favor of short term profits
Business Challenges/Opportunities cont.
• Pending lawsuits- with potential negative public relations consequences
• Pending government investigations- with potential negative public relations consequences
• Need to capitalize on assets• Long history of being viewed as a maker
of safe, high quality vehicles• Very loyal customer base• Financial strength of world’s most
profitable automaker
Business Challenges/Opportunities cont.
Theme and Strategy
• Delivery of an integrated consistent message through blogs, Facebook, Twitter, Digg, YouTube and other social media
• Need to emphasize:– The company’s past history of safety and quality– The company’s ongoing emphasis on safety and
quality engineering
Suggestions
• Toyoda family commitment to family and customer service
• Making Akio Toyoda, president and CEO, the face of the company
• Admitting past mistakes and committing to fix them
• Establishing new rapid response approach to safety issues and customer concerns through social media
• Establishing a rapid response approach to addressing safety issues and customer concerns through social media
• Preventing the company’s problems from going viral on the Internet
• Establishing measures of success– Establishing a 50+ percentage ratio of positive
posts on blogs, Facebook, Twitter, etc– Increasing numbers of friends, fans and
followers on social media sites