Toyota Celebrates Social Media Success with 2016 Digi Award
Winner for best use of digital media in customer services
Toyota GB’s social media team is the proud recipient of a 2016 Digi Award from CorpComms magazine for the best use of digital media in customer services. The honour, presented at a ceremony in London last night, reflects the company’s successful investment in building a community management team and developing tools that enable prompt and effective engagement with customers across a comprehensive range of social media platforms.
Supported by the award-winning social media agency Cubaka, Toyota has a dedicated, fully trained team working on-line every day of the week to provide an informed point of contact for the public and to create and deliver a rich and varied programme of web content, including breaking news, original features and innovative video.
In making the award, the judging panel of digital experts and in-house communicators examined data and metrics that demonstrated the success of Toyota’s social media model. They remarked: “We loved the comprehensive approach taken by Toyota GB and felt that the company both understood its customers’ needs and had developed an approach that shared their passion for cars.
“Over the past year, Toyota GB has reshaped its social media operations with one objective in mind: it wants to make it as easy as possible for anybody, from prospects to fans and owners, to connect with the car company.”
Toyota’s focus has been to deliver exemplary customer service by increasing the number of people in its community management team, adapting the team’s structure, establishing a dedicated training programme and launching a new social media management tool. This has helped ensure that every customer on-line comment is reviewed and responded to within one hour.
The team holds daily meetings with the company’s customer relations and technical teams to keep up-to-speed with key issues, and provides feedback internally – including to central offices in Europe and Japan – about on-line conversations that may be relevant to, or require attention from other business departments. The team works across six social media channels: Facebook, Instagram, LinkedIn, Twitter, Google+ and YouTube.
Gareth Jeffreys, Social Media Manager, said: “We are proud to have received this award, which recognises the success of our mission to connect with people – both our customers and the wider public – in way that encourages interest in our brand and enthusiasm for our products. At the same time, we are able to provide an accurate, prompt, professional and reliable on-line service for addressing any questions or concerns, helping build customer satisfaction.”
