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.