| L o | MoSo Wit ning er h Today’sWin hopp ns,Car S Jack Simmo d by ,Cars.comPresente ining Manager aD ealer Tr firstname.lastname@example.org jasim Tweet to us at @dealeradvantage about this session using #ABC!
| Lo | Mo S o What do these terms mean to you? Social:Notes: Local: Mobile: Tweet to us at @dealeradvantage about this session using #ABC!
| Lo | Mo Define Your Process - My social media and customer reviews process: o Ideas for Compensation S Area of Owner Contributor/ Tools Responsibility Support Monitor (e.g. Google Alerts) & Recognition Sales: (e.g. spiffs) Respond (e.g. Cars.com’s My Dealer Center) Service: (e.g. RO bonus) Ask (e.g. “How Did We Do” cards) F&I: (e.g. contests) Administrative Staff: (i.e. gift cards) Promote (e.g. website banner)If 100 of my best customers wrote an online reviewabout their experience at my store, each review wouldbe worth $_ to me. Measure & Improve - My social media and customer reviews metrics: Metric Dealership Objective Impacted How to Optimize Performance Example: Total number of reviews Market share, sales Increase it by training/incentivizing staff to ask and including links to review pages in follow-up emails Tweet to us at @dealeradvantage about this session using #ABC!
| Mo | o Define Your Process - My brand value and differentiation process: S o L Area of Responsibility Owner How to Maximize Value Example: website Joey Focus messaging on unique amenities that make car shopping and ownership more convenient, including extended ser vice hours, child play area and ser vice shuttle; make it easy to useMy dealership provides more value to car shoppers thanmy competitors because… Measure & Improve - My social media and customer reviews metrics: Metric Dealership Goals Impacted How to Optimize Performance Example: website traffic Sales, market share Adjust online advertising mix and messaging to increase metric Tweet to us at @dealeradvantage about this session using #ABC!
Lo | | o M Define Your Process - My mobile process: So Tool Solutions Provider Implementation Example: Text Google Voice, CRM system Allow customers to opt-in, ask them to specify interest in specials, contests, ser vice updates, etc. Mobile Website Mobile App Mobile Analytics In-store engagement (QR codes, check-ins) Devices for staff TrainingWhen it comes to using mobile, my dealership…(check all that apply)[ ] Has a mobile-optimized website[ ] Optimizes e-mail, microsites, blogs, etc. for mobile[ ] Asks customers if they prefer to be contacted via text Measure & Improve - My mobile performance metrics: Metric Dealership Goal Impacted How to Optimize Performance[ ] Equips staff with mobile devices for use with customers and to increase productivity Example: Total number of reviews Market share, sales Increase it by training/incentivizing staff to ask and including links to review pages in follow-up emails[ ] Tracks our mobile metrics[ ] Has a plan for interacting with mobile customers while they’re at the store Tweet to us at @dealeradvantage about this session using #ABC!
| Lo | Mo Define Your ProcessS o So Social: Shoppers consult consumer-generated content before choosing what to buy and where to buy it. • Know who at your dealership is responsible for monitoring, responding to, soliciting and promoting your reviews. • Align your culture, processes and compensation/recognition programs with your goals. Lo Local: Your dealership’s brand and reputation matter to car shoppers. • What’s your value story? Make sure everyone at your store can tell it. • From your website and online advertising to the experience you provide at your store, ensure you’re delivering on that value everywhere.Connect with Cars.com DealerADvantagefor more insights and best practices: • facebook.com/dealeradvantage Mo Mobile: With mobile, consumers can shop you against your competitors at any time – including while they’re standing on your lot. • Reach consumers on their terms with text and mobile-optimized sites, e-mail and ads. • Equip your staff with mobile for a better consumer experience and increased productivity. • twitter .com/dealeradvantage | • youtube.com/dealeradvantage Bringing It All Together: • slideshare.net/dealeradvantage • Develop processes that assign responsibility and can be benchmarked • Track metrics that ladder up to larger dealership goals • dealeradvantage.cars.com • Use data to affect change in policies, processes and budgets – don’t track just to track! Tweet to us at @dealeradvantage about this session using #ABC!