<Company Logo here>
Company: American Automobile Association
Company background: Established in 1902 by nine motor clubs with fewer than 1,500 members, today AAA provides more than 63 million members with automotive, travel, insurance and financial services through its federation of 32 motor clubs and more than 1,000 branch offices across North America. For more than 115 years, AAA has been a leader and advocate for safe mobility.
Contact: Veronica Anjelica Duarte McCants
Title: Social Media Senior Partner
Related URLs: https://newsroom.aaa.com/
Kudos Category: Partners for Life
1. Describe your partnership with Khoros. Tell us about which Khoros team(s) you partner with (e.g. Strategic Services, Professional Services, Customer Success, etc) and the outcomes of those partnerships.
AAA uses the Khoros Social Media Management platform across our federation. Our organization has a unique structure made up of clubs that are located across the United States and Canada. Our association also has multiple business lines for member services including roadside assistance, foundation for safety and research, financial services, travel, automotive, insurance, and more. Due to this, it is vital that our federation has one Saas platform that all clubs and business lines have access to. AAA uses Khoros marketing for publishing social media content, sharing content across clubs/business lines, analytics, and paid ad management. Khoros Care is used for member relations moderation. It helps us triage member relations issues to the correct clubs and get members solutions faster.
AAA partners closely with our primary account team (a Khoros CSM and CAE) as well as other teams within Khoros like the Business Value Team in the following ways:
- • Sharing content across clubs and business lines
- • Helping triage member relations issues to the correct clubs and getting members solutions faster using Khoros Care
- • Unique feature widely used: recommended times for posting (helps our social media teams to schedule content quicker)
- • Helps clubs manage their multiple social media accounts (multiple per platform)
- • Unique learning opportunities such as X that Khoros provides that helps our club understand new strategies or platform updates
- • Quarterly syncs to understand each club’s priorities and share recommendations around specific business outcomes and objectives
- • BVC Team gave benchmarking to help us judge our success in comparison to other companies
- • The national office and one of our clubs is currently piloting Talkwalker for in depth social media listening.
Outcomes of the above partnership:
- • AAA has a true partner in Khoros that goes beyond an SMM tool and impacts the social team
- • Satisfaction from individual clubs
- • Understanding of new product features and how they can help AAA meet their goals
- • AAA Receives best practices and recommendations customized to AAA goals and strategies such as reaching a younger audience, improving brand engagement, and responding to customer inquiries faster. (From CSM, CAE, and BVC team)
2. How has Khoros’ partnership helped shape your organization’s strategy and aligned your people and processes?
AAA’s Khoros account team partners with each club to improve satisfaction using the tool since SMM is such a key part of the organization’s strategy. Our CSM and CAE work with our clubs to understand what each club’s individual goals are and discuss how to achieve them.
Sharing content: AAA has many clubs and business lines that need to stay separate for security and governance reasons. However, content needs to be shared between clubs and business lines. The content center allows the exchange of content and high level collaboration that AAA requires to build a more cohesive experience on social.
Pinterest Ad: We did get the idea to launch Pinterest ads from Khoros. USAA use case was share with AAA and AAA was able to launch their own version.
3. What successes have you experienced because of your partnership with Khoros? How are you better able to deliver your strategic priorities and deliver value back to your business? Please include quantifiable metrics where possible.
The unified platform through Khoros allows for content collaboration and proper routing of conversations. Often, consumers tag the wrong club and that club needs to route the conversation to the right team at AAA for response.
In addition the CSM, CAE, and BVC team at Khoros provides AAA with Industry trends, competitive analyses, product updates, and benchmarking, providing best practices and recommendations to help sharpen marketing strategies.
Through our partnership with Khoros, we have seen the following results:
- • Increased Millennial followers by 24% from 2022 to 2023
- • Handled 13,660 conversations in Care (+15%) while decreasing average response handle time by 10.2%.
- • 28% engagement rate - Engaged more conversations with Khoros Care
- • Created $11.2M in Earned Media Value in 2022
Finally, our CSM-led monthly syncs allow clubs to share input with each other on how to use Khoros to achieve their goals.
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Special Thanks: Jordan Cribb
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