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. 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. 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.
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The same can be said about twitter
with 500+ million users Toyota
Trinidad has 4 followers
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
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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. 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
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causes, accomplishments by
locals, product uses & Upgrade
videos, price promos, Trivia – Q
& A
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. 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. 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
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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. 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
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*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.
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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”
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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.
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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. 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
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.
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.
