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Page 1: Final PPT Toyota

Toyota

Emily Leonard

Page 2: Final PPT Toyota

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

Page 3: Final PPT Toyota

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

Page 4: Final PPT Toyota

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 company’s quality system has been sacrificed in favor of short term profits

Page 5: Final PPT Toyota

Business Challenges/Opportunities cont.

• Pending lawsuits- with potential negative public relations consequences

• Pending government investigations- with potential negative public relations consequences

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• 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 world’s most

profitable automaker

Business Challenges/Opportunities cont.

Page 7: Final PPT Toyota

Theme and Strategy

• Delivery of an integrated consistent message through blogs, Facebook, Twitter, Digg, YouTube and other social media

• Need to emphasize:– The company’s past history of safety and quality– The company’s ongoing emphasis on safety and

quality engineering

Page 8: Final PPT Toyota

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

Page 9: Final PPT Toyota

• 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 company’s problems from going viral on the Internet

Page 10: Final PPT Toyota

• 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