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: Best-in-Class: Social
1. Tell us how you are using Khoros’ Social Media Management capabilities (moderation, publishing, listening, etc.). Please include a full list and be as specific as possible.
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. The national office and one of our clubs is currently piloting Talkwalker for in depth social media listening.
2. Share your goals and key strategies with these capabilities and how Khoros Social Media Management helps drive success for you.
AAA’s goals are to increase brand engagement, build a larger and more diverse Millennial following, and uphold our commitment to members by providing solutions. AAA uses Khoros to engage with our consumers across social channels and analyze results to sharpen our marketing strategy. AAA uses Khoros Marketing for publishing, approvals, and analytics. Khoros Care is used to respond to consumers and members across social media, routing conversations to the right clubs as needed. Khoros’ governance and collaboration features allow over 30 clubs and business lines to use one unified SMM platform. The structure of initiatives, approvals, and governance features allows the both National team and individual clubs to collaborate effectively in one, unified platform.
3. What specific results did you achieve by optimizing your social strategies with Khoros? Did you seize new revenue stream opportunities, serve customers better, protect your brand and/or grow your business (increased subscribers, engagement, awareness, etc.), grow revenue, reduce costs, or a combination of these things?. Please include quantifiable metrics where possible.
- Using the Khoros platform, AAA has seen the following results:
- • Increased Millennial followers by 24% from 2022 to 2023
- • Handled 13,660 conversations in Care (+4%) while decreasing average response handle time by 10.2%.
- • 28% engagement rate
- • Engaged 15% more conversations with Khoros Care
- • Created $11.2M in Earned Media Value in 2022
We are able to run association-wide analytics and review in order to update our content strategy at the national office in order to ensure we have a more cohesive voice across all of our AAA accounts (clubs and national). Due to this, our new content strategy is all centered on a monthly theme that each post will fit into regardless of business line. This has helped with the growth in some of our key KPIs, Millennial followers, engagement rate, and handle time.
- • Using Khoros Marketing, we were also able to review accounts and look at our performance KPI’s (engagement). We began having conversations last year about the amount of social media accounts we had (per club) and how large our footprint on social was. After many conversations about the continued evolution of platform algorithms, our clubs are now working to start merging their accounts on platforms (going from regional accounts to one club account per platform). This will help with our efforts to increase our KPI’s and help our members navigate to our social media accounts easier.
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Special Thanks: Jordan Cribb
Case Study Opt-In: Yes
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