Intelligence Insiders: Victoria Ellis of Toyota Motor North America

This week, in Intelligence Insiders, we sit down with Victoria Ellis, Vehicle Marketing & Communications, Senior Analyst at Toyota Motor North America to find out more about her journey into social intelligence, how it's incorporated at Toyota, and her thoughts on where the sector is heading.

When did you first become involved in the ‘social intelligence’ sector?

I started as a consultant handling social strategy and creative executions for various organizations.

What did you want to be when you were growing up?

A radio show host. I liked the idea of entertaining people and being able to pick the next song. I didn’t pursue it because I don’t have a voice for radio.
 

What, in your opinion, are the key benefits of social data analysis for your organization?

It enables us to get a glimpse of how people feel about the brand and the emotional interests that we can leverage to deepen their connection to the brand.
 

Which department owns social intelligence in your organization?

With a company of our size, there’s not one department “owns” social intelligence. Each department, such as vehicle marketing, corporate communications, and customer care, utilize social intelligence to inform their overall strategy and to measure the success of business objectives.

Is the value ‘social intelligence’ recognized across your organization?

Yes, and it’s even more so recognized as an important tool for developing strategy and measuring success.
 

Is social data used in combination with other data sources in your organization?

We utilize social data to align side several other data sources within the company. It’s important that we diversify our data.

Are you worried about regulatory restrictions impacting on your work in the future?

No, it’s the nature of the business, and we’ll continue to adapt as needed.

Which social data analysis tools do you use? Do you have a favorite?

We utilize an internally developed social data analysis tool. However, we also utilize Brandwatch, Spredfast Intelligence, and additional social data sources.
 

Do you think the ‘social intelligence’ community needs its own professional body?

Yes and no. Social intelligence is pertinent to all areas of social including goal setting, strategy, creative development, optimization, and measuring success. However, there needs to be a deep understanding of social intelligence, including how to analyze and digest data, so it’s important to have personnel that are specialized in this discipline.

Name a book you would recommend to others

Thrive by Ariana Huffington. We can get caught up in the daily grind. This book stresses the importance of taking care of yourself, and how it helps you perform in all aspects of your life.

Name a social account that everyone should follow

@Wendys This is a perfect example of a brand-building a “character” off of their brand, and utilizing it to build personal connections with their customers. Plus, the account is hilarious.

Which person, living or dead, would you most like to follow you on social?

Eleanor Roosevelt. As an advocate and political figure, she would have a lot to say.

‍