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Social media-marketing-networking Social media-marketing-networking Presentation Transcript

  • Social Networking Should it be more about Relationship Building than Selling Cars? 2009 Automotive Internet Roundtable
  • Meet the Panelists Chris Tom Jared Eric Ralph 2009 Automotive Internet Roundtable
  • Christopher Barger Director Global Social Media, GM @cbarger @gmblogs Chris leads the company’s social media communications efforts; he is responsible for setting GM’s communications strategy in the emerging social media. 2009 Automotive Internet Roundtable
  • POV on Social Networking Done most effectively, interaction on the social web is about relationship marketing, not sales – in fact, engaging overtly in direct selling often has a negative effect on an audience’s perception of you.
  • Tom Chisholm Midwest Sales Director, Facebook Tom has been at Facebook since 2006; he opened the Midwest office of Facebook 2009 Automotive Internet Roundtable
  • POV on Social Networking We are moving from an anonymous web to an authentic identity-based web. ... There are now toolsets that allow businesses to have first-class citizenship and share with consumers who care.
  • Jared Hamilton CEO, DrivingSales.com @drivingsales Jared is a third-generation dealer and founder of one of the largest social-networking sites for automotive industry professionals. 2009 Automotive Internet Roundtable
  • POV on Social Networking The car business has always been about relationships; social media allows us to scale those relationships. Social media strategy is not new – the technology is.
  • Eric Miltsch Internet Director, Auction Direct USA @auctiondirect Eric created the company’s successful online strategy three years ago and continues to expand its online presence. 2009 Automotive Internet Roundtable
  • POV on Social Networking Social Media’s power stems from its ability to harness our basic human need for social interaction. This new “interaction layer” has built a unique, emotional relationship opportunity limited only by our creative and technological abilities.
  • Ralph Paglia Director of Digital Marketing Solutions, ADP Dealer Services @ralphpaglia Ralph is the founder and General Manager of the Automotive Digital Marketing professional community. 2009 Automotive Internet Roundtable
  • POV on Social Networking For dealers, the most ROI-effective social media strategy uses a community for centralized content creation and network syndication, leverages OEM-supplied assets and involves employees and suppliers, who are the first 100 members.
  • How are we doing? Send us feedback via @JDPowerInternet #Social 2009 Automotive Internet Roundtable
  • Areas of Discussion • Why are we here today? • Who is doing it right? • Best practices • What’s coming 2009 Automotive Internet Roundtable
  • Why are we here today? 2009 Automotive Internet Roundtable
  • Low follower ratio 2009 Automotive Internet Roundtable
  • Automated inventory as status update 2009 Automotive Internet Roundtable
  • Twitter TOS (updated 9.18.09) 2009 Automotive Internet Roundtable
  • Practices that will get you bounced 2009 Automotive Internet Roundtable
  • Who is doing it right? 2009 Automotive Internet Roundtable
  • Learning from success 2009 Automotive Internet Roundtable
  • High activity, engaging with followers 2009 Automotive Internet Roundtable
  • More followers than friends 2009 Automotive Internet Roundtable
  • Deliver value in 140 characters 2009 Automotive Internet Roundtable
  • Personalized engaging content 2009 Automotive Internet Roundtable
  • Be where your shoppers are In July, the site most visited by new-vehicle prospects was Facebook. - J.D. Power 2009 Automotive Internet Roundtable
  • Be where your shoppers are 2009 Automotive Internet Roundtable
  • Customer tweets their gripe... @girlwithahemi (dealer) apologizes and resolves @JesterTX2001 becomes a raving fan and tweets about it 2009 Automotive Internet Roundtable
  • Best Practices 2009 Automotive Internet Roundtable
  • • Create an authoritative voice • Build trust and confidence • Manage brand reputation • Create customer loyalty • Learning and information sharing • Driving traffic • Leveraging Social Media Optimization 2009 Automotive Internet Roundtable
  • Create an authoritative voice 2009 Automotive Internet Roundtable
  • Build trust and confidence 2009 Automotive Internet Roundtable
  • Manage brand reputation 2009 Automotive Internet Roundtable
  • Customer loyalty 2009 Automotive Internet Roundtable
  • Learning and information sharing 2009 Automotive Internet Roundtable
  • Driving traffic 2009 Automotive Internet Roundtable
  • Leveraging social media optimization 2009 Automotive Internet Roundtable
  • What’s Coming 2009 Automotive Internet Roundtable
  • Location-based services 2009 Automotive Internet Roundtable
  • Q&A Contact us via @SocialDealers on Twitter or the Social Networking for Dealers Facebook event page 2009 Automotive Internet Roundtable
  • Thank You!
  • Appendix Credits Design: Leon Li, Razorfish (@leonbignoggin) Content: Mary S. Butler, Razorfish (@msbutler) Image (and related content) sources; listed in order of slide number: 1: Network of Hands via: http://www.thebannerlady.com.au/resources/portfolio/business%20networks/ networkcentral-hands.jpg 2-3, 5, 7, 9 & 11: Each panelist supplied his own head shot 4: Mosiac Twitter collage via http://www.hongkiat.com/blog/world-of-twitter-mosaic-twitter-wallpapers/ 6: Facebook collage via Image via http://www.benparr.com/wp-content/uploads/2008/07/facebook- friends-32.jpg 8: Human icon network image via: http://bradhanksseminars.com/blog/wp-content/uploads/human- networks1.jpg 10: Image via Image via drivingsales.com 12: Social networking image via: http://aprilbroussard.files.wordpress.com/2009/03/social- networking.jpg 2009 Automotive Internet Roundtable
  • Appendix (contd.) Image (and related content) sources; listed in order of slide number: 16-17: Images via Twitter.com 18: Twitter: Terms of Service http://twitter.com/tos 19: Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311 21: The Tendo View via http://www.tendocom.com/view/learning-from-success-four-social-media-tri umphs-873 22: Scott Monty Twitter profile via http://twitter.com/scottmonty 23: Jup Chevy Twitter profile via http://twitter.com/jupchevy 24: GoAutoNation Twitter profile via http://twitter.com/GoAutoNation/statuses/4633819687 25: Meet the VWs Facebook app via http://apps.facebook.com/meetthevolkswagens/ 27: Facebook Lexicon cars + houses 2009 Automotive Internet Roundtable
  • Appendix (contd.) Image (and related content) sources; listed in order of slide number: 28: Customer tweets a gripe - http://twitter.com/JesterTX2001/statuses/4717778950 Dealer apologizes and resolves – http://twitter.com/JesterTX2001/statuses/4724841144 Customer becomes a fan and tweets about experience – http://twitter.com/JesterTX2001/ statuses/4724879302 31: Twitter Elite on Twitter Grader via http://twitter.grader.com/top/users 32: What Detroit needs to build most is trust, Automotive News, Sept. 21, 2009 via http://www.autonews. com/article/20090921/ANA03/309219991 33: DealerRater homepage via http://www.dealerrater.com/ 34: @jspahr mentions on Twitter in June 2009 via @jspahr 35: Auto promotion: Using Twitter in the automotive industry, Headlightblog.com, March 30, 2009 via http://www.headlightblog.com/2009/03/auto-promotion-using-twitter-in-the-automotive-industry/ Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311 2009 Automotive Internet Roundtable
  • Appendix (contd.) Image (and related content) sources; listed in order of slide number: 36: AutoNation blog homepage via http://blog.autonation.com/ 37: Social Media Optimization for Small Business image via http://mashable.com/2009/08/31/ cloudprofile/ 39: Adidas Originals, Your Area, Facebook fan page via http://www.facebook.com/adidasoriginals 2009 Automotive Internet Roundtable