Social media with manufacturer input
In many ways the advent of social media as a major marketing strategy has provided dealers with more freedom as it does not lend itself so readily to strict corporate guidelines.
However, manufacturers have the resources to create engaging and entertaining on-brand content as well as employing specialists.
By working together, dealers and manufacturers can create a unified voice, according to Bloom Worldwide, responsible for implementing Toyota’s integrated social media strategy with dealers across 31 countries in Europe.
Chief executive Kate Cooper said: “Dealers hold the direct relationship with the customer and, in many cases, the customer data itself. So Toyota has had to seek ways to ensure a quality digital experience for Toyota customers by working collaboratively with dealers.
“At dealership level, social media is often only part of one person’s job and therefore our approach has been very practical with hands-on training, advice and content assets to help drive engagement.”
Key performance indicators (KPIs) ensure that dealers meet minimum standards in terms of quality of service provided through social media and each dealer is set targets for metrics including reach, engagement and advocacy.
The common ground between all three approaches to social media, and their varying levels of central management, appears to be a structured way of working, but the key for all is providing not just good, but exceptional content consistently.