The creation, management, approval and publishing of social media content for Toyota comes from 250+ Users across many teams within Toyota North America. The PR/Social Team sits at the middle of this whirlwind of conversation, responsible for ensuring published content is world-class, and that Consumer responses are met with real-time answers. Toyota was frustrated with the lack of strategic focus and measurable results for their social media efforts, driven by ineffective platform reporting and incomplete user training. The PR/Social team reached out to Social Factor to analyze these problems and understand Users’ behaviors, to create a solution that would organize the chaos, and keep everyone driving toward Toyota’s business goals.
Our team began with a complete audit of the Toyota North America social business stack. We invested 550+ hours researching and interviewing 33 different teams, vendors and agencies to document the processes and behaviors for each group of Users. Our team reviewed Toyota instances for every software platform involved including Khoros, Brandwatch and Proofpoint - a total of 600+ hours of analysis. This groundwork enabled us to develop a comprehensive Future State Blueprint defining the tools, processes, and people necessary to achieve success. This laid out not only the projects to be completed over the next 30/60/90 days, but also the team organization needed to maintain and continuously improve (kaizen).
In the first 90 days we closed over 700 potential security gaps across the global team of Users and migrated them all onto a single password management system. Through our audit, training, and platform reconfiguration we were able to save Toyota thousands of dollars in overlapping services or underused / not needed features. Most importantly, we were able to hire personnel for and launch the GSMHub, an on-site team of 4 that support Toyota PR/Social Governance, Strategy and Metrics.
Magna Life Settlements married the legacy industry of life insurance settlements with a trend directly from the startup world: Direct To Consumer. Magna approached Social Factor with an unique proposition: since Seniors are the fastest growing group on many digital and social media networks, could we reach out directly to Policy Holders there? Moreover, by leveraging the targeting and tracking resources these platforms provide, could we realize policy closures at a lower cost of acquisition than with traditional media?
Social Factor uniquely married eCommerce analytics and paid media best practices with a focused individual conversion flow optimized to provide maximum tracking clarity. We maximized efficiency starting with the bottom of the funnel, emphasized the best conversion keywords for each Magna brand, while keeping them separated to prevent cross-cannibalization. We also developed a new Analytics Strategy, completely overhauled their Google Analytics and Google Tag Manager instances, and developed custom Data Studio dashboards.
Cost per lead reduced by over 40%, and 100% accuracy in tracking from first touch to conversion - all within 90 days.
We pitched the “Thank You for Posting” concept, with the idea to create a physical representation of all of Toyota’s fan posts placed on a vehicle. An engaging, time-lapse video shared the reason Toyota was thanking its fans and captured the Toyota team covering a vehicle with the fans’ actual social media content printed on oversized sticky notes. The completely organic campaign leveraged a new hashtag (#WeWentPlaces) to tie into the brand’s existing
After Toyota spent a year placing an emphasis on social fan engagement, Toyota fans generated over 10,000 pieces of content across the brand’s social channels. A Fortune Global 500 company, Toyota wanted to creatively acknowledge and thank its fans for taking the time to engage with the brand.
This standalone campaign included 28 organic posts across Facebook, Twitter, Instagram, and YouTube that generated:
COBLATION◊ plasma technology from Smith+Nephew has enabled over 10 million ENT procedures since 1998. The Social Factor team was tasked to not only identify patients that may have an upcoming need for an ENT procedure, but also identify parents of potential young patients. Social Factor created and deployed a complete digital experience that described the impact a COBLATION◊ wand can have on procedures, giving patients a faster recovery time with reduced chance of post-surgery negative effects.
After a complete strategic audit and development process, the Social Factor team worked with Smith+Nephew to launch MyTonsils - a digital platform including website, blog, social channels, and paid media. This platform targeted potential Patients through Organic/Paid search and social media to educate patients and point them toward an ENT surgeon in their area that uses COBLATION◊ technology. For the Sales Team, Social Factor created an eBook for each Sales Representative with trackable links to measure each surgeon lead.
In our first program year, over 5,000 patients were driven to sites of ENT surgeons using COBLATION◊ to schedule a consultation for their surgery need, with tracking to each individual practice so the Sales Team could promote this to their surgeons.
DARR Equipment Co., a family-owned industrial equipment supplier with a 60-year history, needed to complete its digital transformation. Benchmarks for success included driving qualified traffic to its new website, identifying a more effective way to acquire leads and establishing and growing a social media presence for increased brand awareness.
Social Factor executed a three-phase, strategic approach that started by establishing social media and driving website traffic through engaging and authoritative content, that included National Forklift Safety Day. By integrating direct and digital marketing through activation at onsite events like the Houston Livestock Show & Rodeo, Social Factor drove brand awareness. Finally, a marketing and sales automation program was launched to deliver qualified leads.
After Darr partnered with Social Factor for a year: