{"id":32627,"date":"2010-04-06T02:18:22","date_gmt":"2010-04-06T01:18:22","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=32627"},"modified":"2010-04-06T02:18:22","modified_gmt":"2010-04-06T01:18:22","slug":"toyota-turns-to-digg-to-change-negative-brand-perceptions","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/toyota-turns-to-digg-to-change-negative-brand-perceptions\/","title":{"rendered":"Toyota Turns to Digg to Change Negative Brand Perceptions"},"content":{"rendered":"

\"toyota\"The widespread Toyota recall that dominated much of the news in January 2010 did not go unnoticed by Toyota’s leadership team.\u00a0 In an effort to regain trust among Toyota customers, the Toyota marketing team rolled out an integrated plan that involved both traditional marketing and social media marketing tactics.<\/p>\n

The Toyota team launched a number of television commercials and placed ads online.\u00a0 The company also made sure its side of the recall story was told on news outlets.\u00a0 In terms of social media, Toyota turned to Digg<\/a>, with whom the company already had an advertising relationship.\u00a0 Toyota bought out as much ad space as possible on Digg and managed to book Toyota Motor Sales USA president Jim Lentz for the Digg Dialogg Interview Series.<\/p>\n

During the live online interview on February 8, 2010, the ten most popular questions submitted by Digg users were asked of Lentz.\u00a0 Interestingly, the majority of questions were about future Toyota plans related to gas-free cars and car design.\u00a0 In fact, according to an article on BrandWeek<\/a>, the most common question was “what do you drive?” which shows even though a certain topic might dominate the online conversation at any given time, that might not actually be what consumers want to talk to your business leaders about.\u00a0 There is clearly a disconnect between what consumers really want to hear from executives and what company marketing and PR teams think<\/em> customers want to talk about.\u00a0 It’s also a good reminder that one of the most important aspects of successful social media marketing is taking the time to listen<\/em> to consumers and not trying to control the online conversation.<\/p>\n

Toyota seems to recognize that social media offers an amazing opportunity to converse with consumers and appear more human, but the trick is talking to them about things that add value to their lives.\u00a0 Let’s face it.\u00a0 All companies are trying to figure out how to successfully leverage social media to build businesses, and Toyota’s recent experience adds one more piece to the puzzle.\u00a0 Even when it seems incredibly obvious what people want to talk to your business about, that might not really be what they want to talk about at all.\u00a0 In other words, nothing can be assumed in social media marketing.\u00a0 Instead, you need to be able to make changes on the fly and quickly respond to the ever-changing needs of consumers.<\/p>\n

Consider this — the online buzz about the Toyota recall reached its peak quickly in January 2010 and was already tapering off by February 2010.\u00a0 By the end of March 2010, the online conversation about the Toyota recall had already gotten much quieter as other news took over in consumers’ minds and discussions.\u00a0 That’s another piece of the puzzle to add to your social media marketing strategy file.\u00a0 People get bored talking about the same thing for an extended period of time.\u00a0 Unless new information is added to the story to stir the pot, people move on to the next topic.\u00a0 That’s how it works in face-to-face conversations, and that’s how it works in online conversations.\u00a0 Businesses have to keep on top of the conversations that happen across the social Web so they know when to stir them and when to let them fade away.\u00a0 Unfortunately, unlike science, there is no known boiling point to guide you.\u00a0 The fact is, much of social media marketing success is still based on instinct and subjective analysis.\u00a0 But that’s what makes it so interesting and keeps us on our toes!<\/p>\n

Image: Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The widespread Toyota recall that dominated much of the news in January 2010 did not go unnoticed by Toyota’s leadership team.\u00a0 In an effort to regain trust among Toyota customers, the Toyota marketing team rolled out an integrated plan that involved both traditional marketing and social media marketing tactics. The Toyota team launched a number […]<\/p>\n","protected":false},"author":4,"featured_media":32631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[100,139,647,1011,135,6192],"class_list":{"0":"post-32627","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-strategy","9":"tag-marketing-strategy","10":"tag-online-marketing","11":"tag-social-media-branding","12":"tag-social-media-marketing","13":"tag-social-media-strategy","14":"entry"},"yoast_head":"\nToyota Turns to Digg to Change Negative Brand Perceptions<\/title>\n<meta name=\"description\" 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