Strategy connects our work to broader business objectives, defines how community management drives Social Value, and seeks to find new areas where social media data or actions can unlock new capabilities.
Toyota USA needed help moderating 3 key marketing events throughout the year: The Winter Olympics, Super Bowl, and HQC in addition to the day-to-day moderation of Toyota’s social media channels that Social Factor already handles.
During these events, volume dramatically increases on social channels. The team needed to address not only the increased volume, but also continue to moderate daily incoming engagements, response time, and standard KPI’s.
The team strategically prioritized and sorted conversations quickly to ensure the biggest impact. They created automated filters to instantly detect & eliminate spam content across all social media pages, created event specific dashboards and matrices with responses to boost engagement quickly and efficiently. Additionally, Social Factor built specific event protocols and contingencies based on client guidelines to mitigate for any crisis during these events.
Social Factor was able to successfully support this massive addition because they had built and refined Toyota’s CXM platform and workflows.
Our work with Cracker Barrel started with clearing out a significant backlog of responses and bringing their response time back under SLA, but as our teams worked through responses and moved into a proactive posture with Cracker Barrel, we uncovered a variety of recurring themes from Guests who deeply love the Brand and weren’t being recognized.
Our Social Care and Strategy teams collaborated with Sprinklr to launch a User-Generated Content (UGC) outreach process, enabling the Cracker Barrel team to recognize and leverage this content from Guests.
Today, our Moderators not only respond to Brand needs, but they also seek out emotional moments shared that bring the Brand to life.
To date, these UGC posts have outperformed Cracker Barrel’s own Facebook engagement benchmarks by over 25%, and surpassed their Instagram engagement benchmarks by 17%.
Demonstrating our ability to find and react to UGC gave us the platform to collaborate on a new effort, Unplanned Real-Time (URT) content. Our teams designed a process for defining what qualifies as a URT moment, notifying all relevant stakeholders, and creating suggested posts for Cracker Barrel to review / edit / post. This work has humanized and expanded the brand.
Cisco needed to increase its overall thought leadership for several of its prominent executives, to raise their visibility and support the brand’s key messages. The company wanted to educate IT professionals, software engineers, and members of the technology C-suite about its industry-leading enterprise networking, cybersecurity, and digital transformation technologies in a more authentic way via its company leadership.
Social Factor built an executive presence social strategy that consists of executive goals, target audiences, key messages, and tone of voice designed to deliver impressions and engagement. The strategy included daily channel moderation to identify opportunities for deeper audience engagement. Furthermore, paid media on Twitter was leveraged to drive awareness of key content and messages, as well as stimulate follower growth.
Social Factor's most recent Cisco executive engagement generated the following results: