SLM Group social coverage

Regular, tailored content carefully paired with themes that matched not only SLM’s brand values, but the individual manufacturer’s guidelines and local community values were integral to the overarching social and content strategy.

By making use of a variety of platforms and delivery methods, including stories, groups, Facebook, Instagram, and Google My Business, we were able to create a proactive and reactive strategy that incorporated pre-planned content with fresh and flexible content relevant to each dealership each week.

Customer service is a huge focus for the brand. Responding to all messages within an hour alongside picking up and responding to all reviews same day, positive or otherwise, means everything is dealt with in real time whilst the customer is still engaged, creating a positive interaction between the brand and the customer.

Social listening allows us to keep an ear on customer conversations on behalf of the brand as well as identifying and deflating any crisis PR instances early, minimising disruption and damage to the brand.

All our activity feeds into a monthly report, giving us valuable insights into our activity. Here, we can move away from testing and put our weight behind methods that we know work, drilling down into specific metrics like link clicks, calls, and interactions to understand which approach generates the desired outcome.

The launch of the All New Yaris Cross is a great example of this. Managing 4 influencer collaborations in the creation of content to support paid activity, alongside an organic campaign designed to increase awareness locally, we needed to know which techniques were generating which outcomes. By focusing on the details, we were able to build an overarching report to show return on investment for each element of the campaign.