Social|Local|Mobile workbook

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Workbook from Jack Simmons' presentation on So|Lo|Mo at the 3rd annual Automotive Boot Camp

Workbook from Jack Simmons' presentation on So|Lo|Mo at the 3rd annual Automotive Boot Camp

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  • 1. |   L o | MoSo Wit ning er h Today’sWin hopp ns,Car S Jack Simmo d by ,Cars.comPresente ining Manager aD ealer Tr mons@cars.com   jasim Tweet to us at @dealeradvantage about this session using #ABC!
  • 2. | 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!
  • 3. | 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!
  • 4. | 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!
  • 5.   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!
  • 6. | 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!
  • 7. About Cars.comCars.com was recently named the “Best Overall Customer Experience” by Keynote Systems, the leaderin internet and mobile cloud marketing. Cars.com is an online destination for car shoppers that offersinformation from consumers and experts to help buyers formulate opinions on what to buy, where tobuy and how much to pay for a car. With price listings, side-by-side comparison tools, photo galleries,videos, unbiased editorial content and a large selection of new- and used-car inventory, Cars.com putsmillions of car buyers in control of their shopping process with the information they need to makeconfident buying decisions.Launched in June 1998, Cars.com is a division of Classified Ventures LLC, which is owned by leadingmedia companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchyCompany (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).© 2012 Classified Ventures, LLC™. All rights reserved.