Ypulse Interview: Scott DeYager, Toyota
Posted by meredith on 04-21-2010
In today’s Ypulse Interview we check in with Scott DeYager, Social Media Supervisor at Toyota and crisis communications expert. Slightly busier than usual these days, we were lucky to flag Scott down over email.
Below we ask a few questions about managing brand reputation, communicating with Gen Y customers online and other topics that he and fellow panelists (Nate Bosshard, The North Face; Denise Garciano; PacSun, Jason Harty, vitaminwater) will cover next month during their Re-Tweet This: How brands are using social media to reach young influentials session at the Ypulse Youth Marketing Mashup. To catch them there, register now and save your seat today!
Ypulse: How has the dynamic between youth and car brands changed with Gen Y? What are the biggest factors that account for these changes?
Scott DeYager: I think Scion has been a great learning lab for Toyota. The Scion “Pure Price” model helps remove the uncomfortable negotiations that are normally expected when purchasing a vehicle. I believe Gen Y is the generation that will expect an “Apple-type” experience with brands (i.e. set up and appointment online, get your order or service, pay and get out). The online aspect of configuring your vehicle and knowing the price before going to the dealership is crucial. The experience becomes as important as the product being purchased.
YP: What challenges do brands face when connecting with young potential buyers online? What type of homework can marketers do before approaching this demo in the social media space?
SD: I think the challenge is speaking in a quick and direct manner to young potential buyers…and being prepared to have the conversation on their chosen platforms, not always your own website. I’d suggest the homework includes listening and watching how younger generations interact via social platforms. Also, ask the younger customers how they’d best like to be contacted (email, text, Twitter, etc.).
YP: Can you share some of the lessons you’ve learned about interacting with young consumers as crisis communications expert at Toyota?
SD: We’ve learned that timing and transparency are what matters most. While we continue to use news releases and corporate statements to get messages out, it’s the one-on-one conversations via multiple platforms that create relationships with customers. It’s really difficult in a crisis situation to cut through the corporate/legal speak because of pending litigations and other factors. We work around that by establishing more intimate conversations with owners/potential customers on our social networking platforms.
YP: What’s important for a brand to know when apologizing or making amends to young customers? Are there specific steps you recommend?
SD: The apology needs to be believable and timely…but that’s only the first step. I believe you need to let customers know they’re being heard. Sometimes that means a simple thank you or a larger conversation. Other times it means helping the customer find information or helping resolve product-related issues whenever we can.
YP: What will attendees take away from your panel at the Mashup?
SD: Hopefully attendees will learn what has and has not worked in social media from a company that is currently dealing with unprecedented crisis issues.
More on Scott
Scott leads Toyota’s PR social media communications efforts, including developing and managing an online content strategy, building brand advocacy and protecting brand reputation. An award-winning public relations veteran, Scott has also provided expertise in visual communications, crisis communications and media relations in his more than 13 years with the company.
For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection
Categorized under: 2010 Mashup, Youth Marketing