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All retail brands struggle with how to leverage the complex and ever-changing social platforms for local retailers. Using client Southeast Toyota Distributors as a case study, 22squared's Chris Tuff, Southeast Toyota's Julie Tullis and BLiNQ Media's Dave Williams will discuss how brands and marketers can best stay ahead of the evolving social platforms, as well as why they chose Facebook as the foundation for creating true word-of-mouth on behalf of dealers. They will address creative, attribution, ROI, local at scale, how to use paid to scale WOM and share 10 sure-fire techniques for brands to win locally on Facebook. - Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared (@christuff, @22squared) - Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors (@julietullis, @SoutheastToyota) - Dave Williams, Founder & CEO, BLiNQ Media (@Dave360, @BLiNQMedia)
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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
5
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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
