Social Media Monitoring Project#1
Introduction
In this world, different automobile brands occupy a large number, but there are less than 20 automobile brands that are really famous with. And Toyota is just one of the few famous brands in the world. Of course, a strong automobile brand must have strong social media. After all, social media can exist to make the brand more affinity. In China, Toyota has more than 1.3 million fans on Weibo, which is a huge blogger compared with Weibo of other ordinary car brands. In North America, Toyota has more than 200000 fans on Twitter. Compared with 1.3 million and 200 thousand, it seems that I doubt that the users on Twitter don't care much about civilian car brands? But what I have to do is not only to compare and analyze the attention of Toyota social media, but also to supervise the data of social media of Toyota Motor Corp, and then make a learning project.
Analysis
Compared with Weibo, the social platform, Toyota brand has a strong advantage. Let's leave aside the comparison of luxury car blog accounts and look at the two famous civilian car brands, Toyota and Volkswagen.
In Weibo, Toyota has better data. Let me give a few examples: in terms of the amount of attention, Toyota is 1.35 million, while Volkswagen has only 430000. Toyota in the Beijing auto show some time ago released a notice, its forwarding volume is more than 1900 people, while Volkswagen only 7 people. In terms of Twitter, the difference in the amount of attention is also very obvious. Toyota has 200k followers and Volkswagen has 130k followers. Just by comparing the followers’ data, we can see that Toyota's social media is powerful, but more representative, the leader of Toyota, Mr. Akio toyoda, has also become a user of Weibo. Through the operation of his own blog, he has further shaped the noble image of corporate blog and corporate culture.
In terms of corporate public relations, Toyota is good at shaping the good side of the enterprise on the Weibo. Through the Weibo analysis of Toyota, any netizen can find that Toyota often holds activities on social platforms.
First, Toyota is good at demonstrating the corporate responsibility for environmental sustainability. The earliest voice was made in the traditional Chinese media: if a customer buys a Toyota, our company will plant a Toyota tree in the desert area. Now, Toyota has spread this activity to the Internet, and the audience can watch a series of environmental protection videos of Toyota through Weibo.
Second, Toyota is good at showing care for life and family. Toyota will produce a series of animation videos about safety, which not only makes the enterprise cute and friendly, but also makes minors feel the charm of a car brand, so as to cultivate and tap potential customers.
Third, Toyota is good at making use of hot topics, such as auto show, auto new energy and so on, to increase its popularity, to show the audience the strength of its enterprise and its contribution to society.
Ability to compete
On the other hand, through searching on Twitter, I also found the competitive advantage of Toyota -- it has many associated accounts. These accounts are actually the total accounts for each region, but they are also branches of the total accounts. Total accounts are like tree trunks, while regional accounts are like branches and leaves, spreading out in one direction in all directions. When a user or follower searches for the word "Toyota," various regional accounts are displayed, such as those related to Toyota racing, Toyota important Events, Toyota Equipment, and so on. These are the competitive advantages of the total Account number of Toyota Motor, which keeps increasing the exposure rate. Compared with enterprises with only one account, this can achieve better communication effect.
Trend
Take the trend of Toyota on Weibo (because some North American social platforms are restricted by Chinese phones and I can't check them), whenever the company has new car launch activities and large domestic auto shows, the popularity of its account will reach its peak. Because this is a car account, many audiences are more concerned about the appearance of new cars. Like Taylor Swift, a famous singer, whenever she has a new song released, she always hits the headlines on social platforms.
When the peak of communication appears, Toyota's official account will also interact with individual audiences, or send small gifts to the winners through lucky draw. This is actually a better way to improve the popularity of accounts.
Conclusion
As far as the automobile field is concerned, Toyota, as a common automobile brand, can use social software successfully. Although it can't be like other luxury brands which through a new car launch that can immediately cause social software uproar and rush into hot search, but it is often more down-to-earth marketing, good at taking the civilian route, such as shooting an advertisement about family life to achieve the marketing effect, and taking some emotional route to arouse the audience's resonance. As a Japanese brand, Toyota seems to be divorced from the stubborn and inflexible atmosphere of Japanese enterprises in terms of social software marketing. It always likes to make ordinary things vivid and interesting.
The most important thing is that the famous Toyota management system, which is undeniably a kind of real media marketing. This is also part of the way to help Toyota's social media success whenever various enterprises or organizations learn Toyota management technology.
Reference:
Screenshots from Weibo, Social Mention, Twitter, Google Trends, Toyota Official
Videos from Youtube
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