Not having had a social media engagement or listening program in place we had to create a benchmark project which would grow into a continuous insights program. We advised the client to include all social media platforms having research the most popular platforms amongst their target audience. Rather than focusing on pure corporate brand reputation we advised the client to include comments about specific models. Our suggestion was to use this program to build a database of positive influencers for the client to invite to engage during future events, launches and campaigns (both online and offline).

The critical success factor was the utilization of a human element to be able to identify relevant posts from the noise captured on a daily basis and decode slang and sarcasm. With a dedicated analysis team, we were able to activate the negative and actionable alert service that would notify the client of any crisis on social media providing them a simple excel sheet that listed all of these negative and actionable mentions on a daily basis.

The deliverables were:

1. Daily alert service delivered to the client at 12PM, 5 days a week

2. Weekly dashboard: a 2 – 3 slide report (separated by brand) that provides:

• weekly volume and sentiment trends

• top negative sentiment drivers of the week

• volume breakdown by country and

• key influencers along with their sentiment towards the brands

• Critical mentions shared on a daily basis helped the client to action them both online and offline. The client is now able to closely monitor after-sales service by market to provide agencies across the region feedback on what they are doing wrong and right.

• We were also able to identify an old video on YouTube that was titled “New Landcruiser causes crash” (in Arabic) that was generating a lot of negativity towards their newly launched Landcruiser model in October 2015. The client was able to contact the video initiator.

• The client is able to keep a close eye on agencies across all monitored markets to ensure both Toyota and Lexus messaging resonates across all markets.

• Feedback is passed onto Toyota's engineering department to develop ever better cars and enhance their current models.