GROUP FAGIANS Antonaci Andrea Correzzola Gloria Del Duca

GROUP: FAGIANS Antonaci Andrea Correzzola Gloria Del Duca Salvatore Jarcewa Anastazja Martino Antonino SOCIAL MEDIA STRATEGY

Social media strategy

Social media strategy: Europe TOTO Europe Germany France Italy Followers: 4 Views: 3, 8 k Followers: 6 Views: 0, 7 k Followers: 14 Views: 3, 3 k Views: 2, 2 k Views: 1, 1 k Views: 1, 4 k Great Britain

Social media strategy: America Likes: 33 k Photos: 179 Followers: 6, 5 k Tweets: 5 k Followers: 425 Photos: 164 Followers: 3, 4 k Toto’s employees on Linked In: 267 Followers: 388 Pins: 249 Views: 314 Followers: 561 Views: 568, 9 k

Social media strategy: Asia/Oceania TOTO Asia/Oceania China Japan Likes: 19 k India Likes: 343 Followers: 364 Employees: 71 Vietnam Thailand Likes: 512 Likes: 97 Indonesia Likes: 173 Followers: 210 Tweets: 564 Followers: 117 Views: 9, 8 k

Social media analysis According to Talkwalker. com, in these exhibits are summarized all the social media activities of Toto LTD and its sentiment indicator. It is possible to deduce that the majority of the activity of Toto comes from the news, a small 3, 9% from the blog (Com-ET) and the rest from Twitter. Moreover it seems that the activities are done without a clear strategy and not in a constant way. The lack of a clear social media strategy, at least in Japan, entails a poor feedback from the customers. As shown from the graph the majority of the feedbacks are neutral. The 17% of positive sentiment seems to come from the accurate and technical explanation of Toto’s products on the blog.

Social media analysis of the competitors Duravit, Germany Geberit, Switzerland Teuco, Italy

Comparison The exhibit underlines the competitive disadvantage of Toto with respect to the competitors. The other companies are much more active on the social media and this could harm the relationship with the customers. Furthermore this could weaken a double way communication impeding the customers to reach the position of prosumers. The table shows the comparison between Toto and its main competitors about Engagement, Reach and Sentiment. There is a big gap in terms of reachness and engagement. Anyway an important consideration should be done: Toto cares a lot about the quality of the information provided to its customers so the small reachness is counterbalanced by an high richness in communication. Company Engagement Reach Sentiment Neg-Neu-P Toto 42 91, 3 M 4%-78%-18% Geberit 256 930, 3 M 28%-57%-15% Duravit 189 1, 2 B 10%-67%-23% Teuco 1, 3 k 174, 4 M 3%-65%-32%

Coherence between digital contents and firm values • TOTO Motto • “Take pride in your work, and strive to do your best”. Firm values: 1. 2. 3. 4. 5. Create an enriched and more comfortable lifestyle and culture built on our plumbing products. Provide high-quality products and services through ongoing research and development. Create an employee friendly work environment that respects individuality. Pursue customer satisfaction by exceeding expectations with our products and services. Protect the global environment by conserving finite natural resources and energy.

Coherence between digital contents and firm values Digital Content *According to the digital advertisement of TOTO Company four values of the firm are shown, with the exception of the environment and atmosphere inside the company. Also on a webpage there is nothing about the work inside the company. Firm’s values

Coherence between digital contents and firm values The Talkwalker’s Themecloud related to Toto shows how its social and eco-friendly values are reflected in the image that the customers have of the company. Words as Sustainable, Environmental protection and Water efficiency prove how the company is generally perceived.

Brand reputation It is based on the way the company represents itself and its products and of course on feedback which customers and present or previous workers give about it. This information could be taken from social networks, website of the company or at the web pages. • Customers’ feedback • Good customers feedback about the products of the company.

Brand reputation Workers’ feedback According to Glassdoor at the TOTO USA workers are not satisfied with the atmosphere inside the company, salary and social package

Brand reputation Customer engagement *Sharing customer feedback to resolve issues TOTO makes full use of customer feedback as the starting point in product development and quality management. Many of the ideas put forward have been reflected in new product development and product improvement. Meeting to hear customer feedback *Dialogue with customers The TOTO Group has been holding yearly stakeholder dialogues since 2004 with the aim of two way communications. Dialogue with stakeholders

Brand reputation Ensuring Swift Information Disclosure In case of an accident caused by a TOTO product, or indications that one may occur, the company gathers information quickly from relevant sources, including the customer, and cooperates with outside sales agents to promptly disclose key information and make the necessary response. The cause is then thoroughly investigated to prevent recurrence and make future improvements. Remodeling fair at a TOTO plant

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References - http: //www. overstock. com/Home-Garden/Toto-Washlet-Elongated-Toilet-Seat. Bidet/2780692/customer-reviews. html - http: //www. amazon. com/SW 554 -01 -Washlet-Elongated-Toilet. Cotton/dp/B 0011 YSEUC#customer. Reviews - http: //www. toto. co. jp/en/ - http: //www. geberit. co. uk/en_uk/index. html - http: //gb. toto. com/company/about - http: //www. teuco. com/ - http: //www. duravit. com/ - http: //www. talkwalker. com/it/ricerca-analisi-social-media/ - http: //www. glassdoor. com/Reviews/TOTO-USA-Reviews-E 24761. htm