Date post: | 08-May-2015 |
Category: |
Technology |
Upload: | 22squared |
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How Southeast ToyotaDealers Mastered Local at Scale on Facebook
@christu!@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 campaignsEducation and training
Brand assets and contentCentralized publishing
Access to moderation and management tools
CONSISTENT BRANDING:
RESULTS:
Growth
Total New Fans: 44,247 (145+%)
0
20,000
40,000
60,000
80,000 74,594
30,347
RESULTS:
Engagement
0
2,250
4,500
6,750
9,000
Jan.-Feb. 24 Feb. 25-March
RESULTS:
Engagement
LEARNINGS:
Content is scalableMost dealers want to know they’re being taken care of
Local campaigns are scalable on FacebookTechnology partners are key to success
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FIND THE RIGHT API PARTNERTO SCALE PUBLISHING
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BRING ACRM STRATEGYTO ENGAGE WITH RELEVANCY
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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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TRACKBRAND LIFT AND ATTRIBUTION
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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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4CREATEAPPSWITH UTILITY
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TESTSCALE OF PAID ADS
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Fan acquisition to 10%
Engagement ads
Homepage
Campaign specific
Direct response
Always on
Campaign only
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FINDTHE RIGHT AD API PARTNER
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A GANNETT COMPANY
Automated Creative Engine
‣ Multivariate Creative‣ Targeting (Demo/Purchase Behavior)
‣ Analytics
BLiNQAd 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
BLiNQBudgeting Matrix
x
BLiNQAd 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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SCALEYOUR PROMOTIONS
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RIGHT CONTENT, RIGHT TARGET, RIGHT TIME
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FOLLOW A PRIMARY OBJECTIVE
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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
ENGAGEMENT2011
2012
2013
2013
MOONTOAST/POINTROLL
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HYPOTHESIZE. TEST.REPEAT.
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Thank you!Questions?
@christu!@Dave360@julietullis
#iMediaSummit