A proven social media management strategy
Background
For more than a century, Yokohama has been a world leader in the development of outstanding tire designs and technology, giving drivers better control on the road. Since its establishment in 1917, they have devoted themselves to advancing the leading edge of the industry. YOKOHAMA celebrated its 100th anniversary in 2017.
Yokohama UAE was established in 1958 in Dubai, the tyres division of Juma Al Majid Group is the official distributor of Yokohama Tires in the UAE, with representative branches that boast state-of-the-art tyre service centers and showrooms.
Yokohama’s promise to its customers is to deliver products that customers love from our plants across the globe to customers around the world. At YOKOHAMA, they are keenly aware of the changing times, which means they never lose our passion to continuously improve safety, quality, and performance — no matter where their tires are produced.
Objective
Yokohama’s primary business objective was to increase and exponentially grow their follower base. Their secondary objectives were to improve their brand recall, increase enquires over social media, and improve footfall in showrooms.
Our Process
There are two things we are sure of:
- Their competitors are using social media for business
- Their customers are already on social media
After understanding the business objectives, and identifying Yokohamao’s right audience it gave us enough information to put together a content strategy that will speak directly to that audience.
After research, we begin to work on a content calendar.
This content will shed light on what posts we are creating, on what days, and why.
It helps make the process transparent for everyone and works towards a consistent model of social media publishing.
In addition, we begin to map out a growth strategy. This usually explains which tactics we will employ in order to build the fans and followers of the brand.
As you implement your social strategy, it’s important to keep track of what works and what doesn’t. You can then fine-tune your efforts and improve results. The analytics tools mentioned above give you a great picture of your social efforts and can help track whichever metrics matter most to you.
Once you have an idea of how your strategy is working, it’s time to start looking for ways to improve. Using A/B testing, you can make small changes that boost your success over time.
Results
With an industry like automotive, it is difficult to think that we can create engaging content that would vibe with the audiences. The only way to know if it works is to A/B test with various designs, copies and even play around with the audiences.
In Facebook, since we started running the sponsored campaigns, we increased the number of followers by 200-300 month on month in a highly competitive industry. We also found that leveraging tools like Later, Ninjalytics, and the native ad platforms we were able to provide a great overview of how well you’re capturing the conversation in your space.
