Business to Consumer

Case Study – Toyota

   Business Challenge: Create Regional RSS Program
The world's leading automobile manufacturer and the eighth largest company in the world, Toyota wanted a best-in-class RSS program that would allow the company to quickly communicate highly relevant incentive offers, news and marketing content to Toyota owners and prospects. Offers needed to be regionalized, segmented by vehicle type and optimized for dealer lead generation. To support the 2010 Prius launch, Toyota also wanted to repurpose its News RSS content and publish unique content to the Prius Facebook Fan Page and iPhone application. Finally, Toyota needed to tag with Omniture codes all content syndicated to feeds, websites and social media channels. That way, the company could track KPIs – such as content consumed and leads delivered to dealers – to measure program effectiveness.

   Solution: Develop Express Lane Center
In partnership with Toyota and Rapp, SimpleFeed created the Toyota Express Lane content preference center (see image 1). Prospects and customers simply submit zip code and content preferences when they subscribe. SimpleFeed aggregates news, product information and regionalized incentive offers in real time by querying Web services and automatically gathering content from Toyota web pages. Then, SimpleFeed publishes the relevant content to websites, social networks and subscribers who read the content using RSS readers (see image 2). Subscribers can click to visit an appropriate regional Toyota dealer landing page – and dealers can access the visiting subscriber's zip code and vehicle preferences for optimized lead generation (see image 3).

SimpleFeed supports Toyota's social media direct marketing efforts by using existing Toyota RSS News feed content on hybrid technology and green leadership to power the news section of the Prius Facebook Fan Page (see image 4) and iPhone application (see image 4). Toyota also relies on SimpleFeed's manual publishing capabilities to send exclusive content to Facebook fans. All content is tagged with Omniture campaign IDs on a per-feed basis, including information on the source content and associated distribution channel.

   Results: Targeted Content Published Quickly and Easily
Toyota automatically publishes highly relevant content to RSS feeds, websites and social media channels using SimpleFeed. SimpleFeed analytics provide data regarding subscribers, clicks, opens across domains, geographies, feeds and syndication points. And with the SimpleFeed tagging feature, Toyota can see leads generated and content consumed in Omniture. Since launching the program, Toyota, Rapp and SimpleFeed have enhanced it so that it pushes content to Innovyx – Toyota's email service provider – for rapid, low-cost email delivery.

Image 1: Subscribers choose RSS feeds on the Express Lane page.

Image 2: Toyota's content as viewed in the Google RSS reader.

Image 3: Subscribers click from the RSS feed to a dealer landing page,
which includes the Web analytic campaign ID.

Image 4: Toyota content published to a Facebook page.

Image 5: Toyota content published to the Toyota iPhone application.