Dominating Scale with Facebook Technology to

Drive True ROI

@christu!@julietullis

#allfacebookconf

Hi, I’m Julie.

Julie Tullis – Marketing Communications Manager, Southeast Toyota DistributorsOver the past decade, Julie has emerged as a digital expert in the automotive industry. She currently leads digital and social strategy for Southeast Toyota Distributors (SET), Toyota's largest volume region in the United States. Under Julie's leadership, SET has continued to build upon its digital investment and identify new and emerging ways to leverage technology to drive tra#c to SET dealerships. Most recently, Julie was successful in obtaining approval to begin scaling SET's first Facebook content and media strategy to support its 175 dealers at the local level.

And I’m Chris.

Chris Tu! – SVP, Director of Earned and Emerging Media, 22squaredChris Tu! was one of the first marketers to work directly with Facebook, beginning his relationship with them in 2005. Chris brings his 9 years of digital marketing experience and seven years of social media experience to help lead the social media team in strategy and execution for our clients; most recently he helped grow Bu!alo Wild Wings’ Facebook page from 75,000 fans to almost five million in just over two years and Baskin-Robbins from 400,000 fans to more than four million in 18 months. His strong background in this area comes from building the Sunao/Emerging trends department at Moxie Interactive (the interactive arm of Zenith/Optimedia) from one person to over 30. His brand experience consists of such household names as 20th Century Fox, Cartier, Coke, Garnier, The Home Depot, HP, Hulu, Jim Beam, Nestlé, Puma, Verizon and Verizon Wireless.

SOCIAL OBJECTIVE:

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

Some of the challenges of SET being a Tier 2 automotive group, and what the role of SET is in social:- Dealer feedback: SET challenged with coming up with a social execution with a dealer-centric approach- Varying levels of participation from dealerships- Messaging di!erences in competing markets

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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SET’s role in providing strategic support to create a consistently good experience across dealers in the region:- Cohesive strategy with paid and engagement- Education: being a resource for these dealers, creating a depository and providing man-to-man- Core importance around customer response: importance around dealers committing to having social customer response in place

STRATEGY:

ACTIVATEENGAGEGROW

EXPERIENCESSTORIES

CONTENTCONVERSATION

AWARENESSCOMMUNITY

BUILD

STANDARDSPROCESS

EDUCATION

What we did in each phase:

1. Build: Make sure cover photos, profile photos, profile information, etc., are filled out correctly. Also make sure to provide educational resources (Google Site, video tutorials, in-person meetings, etc.) and best practices.- KPIs evolve over time, but a key area was these dealers not having critical mass (only 100-150 fans), and we needed to drive them to a place with mass and content

2. Grow: Leverage a Facebook Ads API partner to manage local campaigns that are able to target at the zip code level for DMAs without getting kicked out of Facebook’s system for underperformance.- Finding fans within the current zip codes and making sure you have the right content and conversation in place

3. Engage: Centrally develop and publish content that sparks unique conversations. In Hispanic markets, SET published content in Spanish.- Have back-end tech that can scale to each individual dealer.- This strategy is unique to SET because of customer loyalty to Toyota brand.

4. Activate: Build more robust experiences and utility tools to drive deeper engagement with dealers and drive greater retention.- We weren’t trying to drive ROI out of the gates; we knew that would mature over time- Remember: attribution and Facebook technology

PILOT OVERVIEW:

Localized paid media campaignsEducation and training

Brand assets and contentCentralized publishing

Access to moderation and management tools

Pilot roll-out

RESULTS:

Consistent Branding

Pilot results (next four slides)

RESULTS:

Consistent Branding

RESULTS:

Growth

Total New Fans: 4,599 (+4,792%)

0

1750

3500

5250

7000

Test Launch

RESULTS:

Engagement

903

225

Pre-Launch Test Period

300% increase

RESULTS:

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

Key learnings from the pilot program

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And now, 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level.

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FIND THE RIGHT API PARTNERTO SCALE PUBLISHING

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- Establish some digital credit.

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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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- The network is the base unit of communication.

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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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SCALEYOUR PROMOTIONS

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ROI

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FOLLOW A PRIMARY OBJECTIVE

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AWARENESS

CONVERSION

ADVOCACY/LOYALTY

ENGAGEMENT

LIKE TAB

CONTENT MARKETING

AMBASSADOR PROGRAM

FACEBOOK EXCHANGE

FACEBOOK OFFERS

HIGH VALUE ADS(Home Page + Mobile)

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HYPOTHESIZE. TEST.REPEAT.

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Thank you!@22squared

@christu!@julietullis

#allfacebookconf