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 communication...
POV on Social Networking
Done most effectively, interaction on the social web is about relationship marketing, not sales –...
Tom Chisholm
Midwest Sales Director, Facebook
Tom has been at Facebook since 2006; he opened
the Midwest office of Faceboo...
POV on Social Networking
We are moving from an anonymous web to an authentic identity-based web. ... There are now toolset...
Jared Hamilton
CEO, DrivingSales.com
@drivingsales
Jared is a third-generation dealer and founder of one
of the largest so...
POV on Social Networking
The car business has always been about relationships; social media allows us to scale those relat...
Eric Miltsch
Internet Director, Auction Direct USA
@auctiondirect
Eric created the company’s successful online strategy
th...
POV on Social Networking
Social Media’s power stems from its ability to harness our basic human need for social interactio...
Ralph Paglia
Director of Digital Marketing Solutions, ADP Dealer Services
@ralphpaglia
Ralph is the founder and General Ma...
POV on Social Networking
For dealers, the most ROI-effective social media strategy uses a community for centralized conten...
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 Int...
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 Automo...
Be where your shoppers are
2009 Automotive Internet Roundtable
Customer tweets
their gripe...
@girlwithahemi (dealer)
apologizes and resolves
@JesterTX2001 becomes a
raving fan and twee...
Best Practices
2009 Automotive Internet Roundtable
• Create an authoritative voice
• Build trust and confidence
• Manage brand reputation
• Create customer loyalty
• Learnin...
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 In...
ThankYou!
Appendix
Credits
Design: Leon Li, Razorfish (@leonbignoggin)
Content: Mary S. Butler, Razorfish (@msbutler)
Image (and rel...
Appendix (contd.)
Image (and related content) sources; listed in order of slide number:
16-17: Images via Twitter.com
18: ...
Appendix (contd.)
Image (and related content) sources; listed in order of slide number:
28: Customer tweets a gripe - http...
Appendix (contd.)
Image (and related content) sources; listed in order of slide number:
36: AutoNation blog homepage via h...
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Social media-marketing-networking

  1. 1. Social Networking Should it be more about Relationship Building than Selling Cars? 2009 Automotive Internet Roundtable
  2. 2. Meet the Panelists Chris Tom Jared Eric Ralph 2009 Automotive Internet Roundtable
  3. 3. 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
  4. 4. 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.
  5. 5. Tom Chisholm Midwest Sales Director, Facebook Tom has been at Facebook since 2006; he opened the Midwest office of Facebook 2009 Automotive Internet Roundtable
  6. 6. 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.
  7. 7. 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
  8. 8. 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.
  9. 9. 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
  10. 10. 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. 
  11. 11. 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
  12. 12. 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.
  13. 13. How are we doing? Send us feedback via @JDPowerInternet #Social 2009 Automotive Internet Roundtable
  14. 14. Areas of Discussion • Why are we here today? • Who is doing it right? • Best practices • What’s coming 2009 Automotive Internet Roundtable
  15. 15. Why are we here today? 2009 Automotive Internet Roundtable
  16. 16. Low follower ratio 2009 Automotive Internet Roundtable
  17. 17. Automated inventory as status update 2009 Automotive Internet Roundtable
  18. 18. Twitter TOS (updated 9.18.09) 2009 Automotive Internet Roundtable
  19. 19. Practices that will get you bounced 2009 Automotive Internet Roundtable
  20. 20. Who is doing it right? 2009 Automotive Internet Roundtable
  21. 21. Learning from success 2009 Automotive Internet Roundtable
  22. 22. High activity, engaging with followers 2009 Automotive Internet Roundtable
  23. 23. More followers than friends 2009 Automotive Internet Roundtable
  24. 24. Deliver value in 140 characters 2009 Automotive Internet Roundtable
  25. 25. Personalized engaging content 2009 Automotive Internet Roundtable
  26. 26. Be where your shoppers are In July, the site most visited by new-vehicle prospects was Facebook.  - J.D. Power 2009 Automotive Internet Roundtable
  27. 27. Be where your shoppers are 2009 Automotive Internet Roundtable
  28. 28. Customer tweets their gripe... @girlwithahemi (dealer) apologizes and resolves @JesterTX2001 becomes a raving fan and tweets about it 2009 Automotive Internet Roundtable
  29. 29. Best Practices 2009 Automotive Internet Roundtable
  30. 30. • 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
  31. 31. Create an authoritative voice 2009 Automotive Internet Roundtable
  32. 32. Build trust and confidence 2009 Automotive Internet Roundtable
  33. 33. Manage brand reputation 2009 Automotive Internet Roundtable
  34. 34. Customer loyalty 2009 Automotive Internet Roundtable
  35. 35. Learning and information sharing 2009 Automotive Internet Roundtable
  36. 36. Driving traffic 2009 Automotive Internet Roundtable
  37. 37. Leveraging social media optimization 2009 Automotive Internet Roundtable
  38. 38. What’s Coming 2009 Automotive Internet Roundtable
  39. 39. Location-based services 2009 Automotive Internet Roundtable
  40. 40. Q & A Contact us via @SocialDealers on Twitter or the Social Networking for Dealers Facebook event page 2009 Automotive Internet Roundtable
  41. 41. ThankYou!
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
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