Toyota Material Handling Belgium is the official supplier of Toyota and BT material handling equipment in Belgium. Looking for a solution to improve their performance in social media, they decided to start with ambassador marketing.
Toyota Material Handling Belgium noticed that they were not generating enough traffic from their social media channels to their website.
They knew that content is more trustworthy and effective when people receive it from someone they know, so they were looking for a solution that would allow them to activate their employees to share the company’s messages on their personal social media accounts.
- Create a community of ambassadors, starting with their own employees.
- Increase the traffic from their social media channels to their website.
- Increase the impact of each piece of content by using their employee’s social media channels.
First of all, Toyota Material Handling started by identifying their potential internal ambassadors and inviting them to become part of their ambassador program. Once they had a good base of ambassadors, they started to share quality content regularly with them.
In order to boost participation, they organize a contest in which they reward their best internal ambassadors with Toyota Merchandising.
Finally, Toyota Material Handling realized that their content performed better when it was interesting not only for their employees but especially for their employee’s network. For this reason, they try not to focus their content too much on their products and services and share things that can be interesting to the general public. For example, one of their best performing campaigns was a video about future technology that was really appreciated by their audience.
- An increase of the traffic from social media to the website from 2% to 11%.
- A community of more than 225 ambassadors in with they can rely on when they have news to share
- 55% of active ambassadors with an average of 2 shares per campaign
increase on traffic coming to the website from social media
Ambassadors enrolled and ready to share their campaigns
shares per active ambassador per campaign
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