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Toyota Social Media Autopsy on First Half of 2010

What happened with Toyota?

Written by almitra - Edited by paglia

Early in 2010, Toyota');">announced a series of recalls for many of their most popular models. The uproar as measured in media coverage initially impacted Toyota sales, and damaged their overall reputation as Toyota fell from being America’s top selling auto brand.

So what did Toyota do to manage this crisis? They took to the world of social media. Let's take a look at how to answer the question that so many people have been asking: did it work?

toyota posts

Above, we see the rise in social media activity from the end of 2009 to March 2010. The number of raw posts has quadrupled, hitting a high point of nearly 120,000 posts in a single
day. March’s biggest related news: The
Run Away Prius

toyota sentiment

Looking at sentiment in the charts above, to the left we see an analysis of how people felt about Toyota pre-media coverage of the "incident". To the right, you can see the influx of negativity as it increases about 30%. And it
doesn’t seem to be calming down one little bit.

sentiment over time

Above is an illustration of sentiment over time. As you can see, the red line (which depicts negativity) had yet to show a distinct decline, as of March, meaning that people were still upset and Toyota needed to try harder at
resolving the widely publicized issues.

You might say... If only they could figure out where to start!

toyota categories

By looking at the classification of buzz in the chart above, it looks like Toyota should have started with Twitter as it was pulling in the biggest portion of the traffic creating the negative buzz about Toyota. Toyota has a big following on Twitter whether they’re direct
followers or not. It was time for Toyota to accelerate and start reaching
out one to one, back in March... Yet, here it is, the end of July and Toyota is still nowhere to be found on Twitter...

The phrase "Going Toyota" has become such a derisive adjective in the minds of many Americans, that "Going Toyota" is being used to describe Apple's iPhone 4.0 problems related to antenna issues that the new model iPhone is having, which the iPhone 3GS did not experience.

Did you ever think that saying a company is "Going Toyota" would indicate a rapid decline in quality and engineering?!?!


Toyota Announces Year-End Financial Results

(All consolidated financial information has been prepared in accordance with
accounting principles generally accepted in the United States of America)
Toyota Motor Corporation (TMC) announced financial results for the fiscal year ended March 31, 2010.
On a consolidated basis, net revenues for the fiscal year ended March 31, 2010 totaled
18.95 trillion yen, a decrease of 7.7 percent compared to the last fiscal year. Operating income increased from a loss of 461 billion yen to 147.5 billion yen, and income before income taxes, minority interest
and equity in earnings of affiliated companies was 291.4 billion yen.
Net income* increased from a loss of 437 billion yen to 209.4 billion
Operating income increased by 608.5 billion yen. Positive factors contributing to the increase include 520 billion yen due to the cost reduction efforts and 470 billion yen due to the reduction in the fixed
Consolidated vehicle sales for the fiscal year totaled 7.24 million units, a decrease of 330 thousand units from the last fiscal year.

Current Google search for "Going Toyota" SERP:

  1. What Is Going on with Toyota
    Feb 8, 2010 ... Business intelligence software might save Toyota. Let's hope that is the case.

  2. What's going on with Toyota? | The Biz Beat

    Feb 4, 2010 ... What's happening? Toyota, a company known for decades for extremely high quality, is getting
    the opposite reputation right now. - Cached
  3. Toyota Unintended Acceleration Car Accidents: What's Going on With ...

    Feb 4, 2010 ... Toyota unintended acceleration lawsuits - Analysis and insights for Toyota
    owners from national personal injury law firm on the current ... - Cached - Similar [PDF]

    File Format: PDF/Adobe Acrobat - Quick View
    Toyota issue ad 3x10.5 Slusher/lm-kec. WHAT IS GOING ON AT TOYOTA? Most of you have probably seen the recent news articles regarding the
    UAW's ... - Similar
  5. Limp Bizkit : Who's Going : Toyota Presents the Oakdale Theatre

    Jul 18, 2010 ... Toyota Presents the Oakdale Theatre Wallingford, CT. 7/30/2010 Buy Tickets
    Online I am going! Add to Calendar. iCal; Google Calendar;
    Yahoo! ...
  6. Are Tesla And Toyota Re-Electrifying RAV4EV, Going Supercar? - All ...

    Jul 15, 2010 ... We've known for some time that Toyota and Tesla are planning on
    working together on an EV, despite protests to the contrary. - Cached
  7. What's going on with Toyota? | Dinner Topics

    Feb 3, 2010 ... By now, you've heard of the various recalls by Toyota attempting to fix sticky
    gas pedals which have led to numerous cases of sudden ...
  8. Toyota's Statement Regarding NHTSA News Release - Newsroom : Our ...

    There is something else going on and Toyota better own up to it or it will become a public
    relations disaster for them. Also, The NHTSA clearly bungling ...
    - Cached
    - Similar
  9. Setting the Record Straight - Newsroom : Our Point of View Post ...
    Dec 22, 2009 ... toyota is going to send new and improved gas pedals to their
    factories to be installed in their new cars. BUT WAIT A MINUTE if you
    own one of there affected
    Healthy Discussion on Safety
    2010 IIHS Top Safety Pick Awards Tells Just Part of the Story ...More
    results from »

  10. UPDATED: What's really going on with Toyota's faulty valve springs ...
    Jul 2, 2010 ... Failed Lexus IS350 valve spring – Click above for high-res image gallery
    Toyota's announcement of plans to recall 270000 of its V8...
    - Cached

Views: 80

Tags: 2010, Autopsy, First, Half, Media, Social, Toyota, of, on


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