Toyota Saudi Arabia uses Socialbakers to Maintain their Market Leadership

  • Toyota wanted to increase their brand equity and presence in Saudi Arabia for Toyota.
  • As social media grew in popularity in Saudi Arabia, Toyota needed a solution to engage with their customers in these channels.
  • Using Socialbakers Analytics, Promoted Post Detection, and the Social Media Command Center, Toyota has quickly grown their presence online.
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“Socialbakers helps us measure, analyze, and understand how our customers interact with our brand.”

Tarek Metwally
Head of Digital

Toyota has been doing business in Saudi Arabia for more than 60 years, and is the current leader in the market with a 40% share. Toyota SA’s digital team uses social media to deliver high-quality customer service and increase the brand’s reputation online.

As social media usage exploded in Saudi Arabia, Toyota SA knew it was an opportunity to connect with customers in a new way that they didn’t want to pass up. To take advantage of these new platforms, Toyota SA needed a comprehensive social media tool. Socialbakers has been providing the solution since 2012.

"Socialbakers helps us measure, analyze, and understand how our customers interact with our brand. And by doing this we were able to move from engagement as attention to interest, then to desire, and finally to action," says Tarek Metwally, Head of Digital at Toyota Saudi Arabia.

Toyota SA’s digital department consists of four main functions: social media, web, performance/analytics, and content. They began using Socialbakers Analytics to discover what was working and what wasn’t in their social media efforts. While they started with clear targets, they wanted extra data to help them to reach them and to track their progress. Toyota SA began using Socialbakers Analytics to discover the right content for their followers, applying these data-driven insights to create a dynamic community on social media with incredible results.

"Socialbakers has empowered us with the right tools to engage our community and to tailor the right content for the right customer at the right time," says Toyota SA’s Metwally. The focus on connecting with the right audience has had a direct impact on Toyota SA's bottom line with improved customer acquisition.

Toyota SA uses the Promoted Post Detection (PPD) feature in Socialbakers Analytics to discover their competitor's paid strategies. PPD shows Toyota SA how competitors are allocating their spend and what content they are strategically promoting. Armed with these valuable insights, Toyota SA stays one step ahead of the competition.

Toyota SA also have the Socialbakers Social Media Command Center, a set of screens that create an efficient way for brands to compare their performance against competitors in real time. At any given time, Tarek Metwally and his team can see their most important KPIs and how they match up against their competition. This command center helps the team take advantage of trending topics and events to engage with their followers increase their social media presence.

"The value of social media impact is priceless if it is done the right way. We consider it an investment in our brand reputation and equity. Brand reputations take years to be built, but social media with Socialbakers offers us the opportunity to speed up this process," says Metwally.

Socialbakers helps Toyota SA use social media to connect with their customers and increase their brand reputation. By applying creative digital strategies and leveraging data insights, Toyota has truly become a digital game changer in the Saudi Arabian auto market.

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