Dominating Scale with Facebook Technology to Drive True ROI
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Dominating Scale with Facebook Technology to
Drive True ROI
@christu!@julietullis
#allfacebookconf
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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.
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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.
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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
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Competing messaging
Consistent customer experiences
CHALLENGES OPPORTUNITIES
Dealer participation Direct communication with customers & word of mouth
Brand inconsistencies
Local activation
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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
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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
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PILOT OVERVIEW:
Localized paid media campaignsEducation and training
Brand assets and contentCentralized publishing
Access to moderation and management tools
Pilot roll-out
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RESULTS:
Consistent Branding
Pilot results (next four slides)
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RESULTS:
Consistent Branding
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RESULTS:
Growth
Total New Fans: 4,599 (+4,792%)
0
1750
3500
5250
7000
Test Launch
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RESULTS:
Engagement
903
225
Pre-Launch Test Period
300% increase
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RESULTS:
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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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squared ©2012 15
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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squared ©2012 16
FIND THE RIGHT API PARTNERTO SCALE PUBLISHING
1
- Establish some digital credit.
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squared ©2012 17
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squared ©2012 18
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squared ©2012 19
BRING ACRM STRATEGYTO ENGAGE WITH RELEVANCY
2
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©2012 22squared 20
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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©2012 22squared 21
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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squared ©2012 22
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squared ©2012 23
TRACKBRAND LIFT AND ATTRIBUTION
3
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squared ©2012 24
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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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squared ©2012 26
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squared ©2012 27
4CREATEAPPSWITH UTILITY
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squared ©2012 28
TESTSCALE OF PAID ADS
5
- The network is the base unit of communication.
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squared ©2012 29
Fan acquisition to 10%
Engagement ads
Homepage
Campaign specific
Direct response
Always on
Campaign only
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squared ©2012 30
FINDTHE RIGHT AD API PARTNER
6
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squared ©2012 31
SCALEYOUR PROMOTIONS
7
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ROI
8
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squared ©2012 33
FOLLOW A PRIMARY OBJECTIVE
9
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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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squared ©2012 35
HYPOTHESIZE. TEST.REPEAT.
10
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Thank you!@22squared
@christu!@julietullis
#allfacebookconf