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Final PPT Toyota

May 25, 2015



  • 1. Toyota Emily Leonard

2. Toyota

  • Needs to develop an online strategy for monitoring what people are saying about the company and for presenting its responses
  • Successfully established social media response team of 6-8 individuals who monitor online communications and respond appropriately
  • Social Media: Facebook, Twitter, YouTube, Digg and TweetMeme
    • Used to tell its story proactively and to respond to criticism

3. Philanthropy

  • Education
    • Scholarships, grants and programs to help students
    • Toyota U.S.A. Foundation
  • Environment
    • Audubon, Cool Globes, National Public Lands Day, U.S. National Parks, World Wildlife Fund, Arbor Day Foundation, 4-H, Pew Center on Global Climate Change, World Resources Institute

4. Business Challenges/Opportunities

  • Need to address public relations nightmare
    • Multiple recalls involving safety
    • Public perception of cover up of safety problems by company, with stories of people injured or killed
    • Growing perception that the companys quality system has been sacrificed in favor of short term profits

5. Business Challenges/Opportunities cont.

    • Pending lawsuits- with potential negative public relations consequences
    • Pending government investigations- with potential negative public relations consequences


  • Need to capitalize on assets
    • Long history of being viewed as a maker of safe, high quality vehicles
    • Very loyal customer base
    • Financial strength of worlds most profitable automaker

Business Challenges/Opportunities cont. 7. Theme and Strategy

  • Delivery of an integrated consistent message through blogs, Facebook, Twitter, Digg, YouTube and other social media
  • Need to emphasize:
    • The companys past history of safety and quality
    • The companys ongoing emphasis on safety and quality engineering

8. Suggestions

  • Toyoda family commitment to family and customer service
  • Making Akio Toyoda, president and CEO, the face of the company
  • Admitting past mistakes and committing to fix them


  • Establishing new rapid response approach to safety issues and customer concerns through social media
  • Establishing a rapid response approach to addressing safety issues and customer concerns through social media
  • Preventing the companys problems from going viral on the Internet


  • Establishing measures of success
    • Establishing a 50+ percentage ratio of positive posts on blogs, Facebook, Twitter, etc
    • Increasing numbers of friends, fans and followers on social media sites