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Using Social Media Sites to Drive Sales
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Using Social Media Sites to Drive Sales

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As online communities grow in ever-increasing numbers, are you a part of the conversation or standing on the sidelines? Social media sites such as Facebook, MySpace and Twitter allow you to engage …

As online communities grow in ever-increasing numbers, are you a part of the conversation or standing on the sidelines? Social media sites such as Facebook, MySpace and Twitter allow you to engage your customers outside the store and develop relationships that drive repeat and referral business. This webinar examines the rules of engagement on these sites to help you understand the channels and how you can capitalize on them. For the full audiovisual presentation, visit dealers.cars.com.

Published in: Automotive, Business, Technology
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  • 1. Welcome to Today’s Webinar We will begin promptly at noon ETTo hear the audio portion for today’s session, please turn up your computer speakers or use a pair of headphones.
  • 2. Cashing In on Web 2.0Using Social Media Sites to Drive Sales
  • 3. Welcome • Have a question? Need our attention? • Enter your question or comment by clicking on the question mark in the lower right corner of the WebEx browser • Tweeting today’s call? Use #dalive. • Want a recording of today’s presentation? • Visit http://dealers.cars.com/live on Monday3
  • 4. Webinar Audio • To hear the audio portion for today’s webinar: • Turn up your computer speakers • Use a pair of headphones • Having audio problems? • Request a toll-free dial-in number for the WebEx teleconference4
  • 5. Today’s Moderator Kathy Kimmel  Director of training, Cars.com  More than 15 years experience in automotive retail  Featured speaker at industry conferences  Connect with Kathy: http://dealers.cars.com/facebook http://dealers.cars.com/twitter5
  • 6. Today’s Panelist Rob Fontano  John Marazzi Nissan  Internet sales director  Naples, Fla.  8 years experience in automotive retail  Connect with Rob at: http://www.facebook.com/marazzinissan http://twitter.com/marazzinissan6
  • 7. Today’s Panelist Alex Snyder  Checkered Flag Automotive Group  Ecommerce director  Virginia Beach, Va.  20 years automotive industry experience  DealerRefresh.com contributor  Connect with Alex at: http://www.facebook.com/checkeredflag.va http://twitter.com/axsnyder7
  • 8. Today’s Objectives • Understand why social media is important for your business • Identify which social media sites connect your store with in-market shoppers • Incorporate social media sites into your sales strategy • Develop site-specific tactics that help you engage car buyers and encourage open communication • Determine who should manage your social media presence8
  • 9. Social Media and Selling Cars
  • 10. Social Media and the Bottom Line • Brands active in social media reported revenue growth of 18 percent versus last year • Inactive brands reported a 6 percent revenue loss • Participation in social media improves your store’s search engine performance 1 Altimeter Group and Wetpaint, 200910 Graph source: eMarketer.com, December 2008
  • 11. Social Media Usage Soaring • Twitter (green): + 1,164 percent • Facebook (blue): + 248 percent • LinkedIn: (yellow) + 95 percent • YouTube: (orange) + 32 percent • MySpace (pink): - 6 percent Source: Compete Inc, June 200911
  • 12. Why Get in the Game? “For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isnt putting itself out there, it ought to be.” Source: BusinessWeek, Feb. 19, 200912
  • 13. Dealership Benefits Social media:  Works well with business-relationship model  Drives cost-efficiency in marketing  Provides your store with low-cost tools to connect with customers, prospects  Creates opportunity to build referral business  Extends your relationship with customers beyond the purchase  Expands your store’s reach13
  • 14. What is Social Media “All things being equal, people will do business with their friends. All things not being equal, people will still do business with their friends.” Jeffrey Gitomer14
  • 15. Rules of the Road Social media success depends on:  Strategy • What do you plan to accomplish?  Communication (i.e., talk and listen) • Engage audience with a real person or a personality  Relationships • 93 percent of social media users believe companies should have a presence; 85 percent want meaningful interaction1  Transparency, sincerity  Ownership • Someone with passion/commitment to implement program 1 Cone, Business in Social Media Study, September 200815
  • 16. How to Use Social Media Create content consumers want to connect with:  Store and automotive expertise  Car reviews  New product information and new arrivals  Events  Incentives and service  Maintenance tips  Job opportunities16
  • 17. Enthusiast Blogs, Forums • Identify people in your store with knowledge and passion for your vehicle types, makes/models  Look beyond sales to parts, service, body shop • Share information based on your experience, research • Let members approach you about a vehicle purchase17
  • 18. Dealership Blog • Post timely and relevant information for customers • Promote your dealership  Inventory, including new arrivals and specials  Incentives and events  Service, parts, accessories and body shop  Job opportunities • Invite customers to follow you on Facebook, Twitter18
  • 19. Facebook • Create a business page for your store, persona • Invite staff, customers to “become a fan”  Add a website button  Call to action in advertising  Point of purchase • Use page to create value and drive conversation • Don’t be a motor mouth19
  • 20. Facebook: What’s on Your Mind?20
  • 21. Twitter • Create an account for your store • Invite sales, service, parts, body shop customers to “follow” you • Discuss store, industry and community news, events • Re-tweet, respond to posts to drive conversation • Register with directories21
  • 22. Twitter: What are You Doing?22
  • 23. YouTube • Create a channel for your store • Share videos you’ve developed:  Customer testimonials  New-model introductions  Make/model comparisons  Dealership tours  Vehicle walk-around demonstrations23
  • 24. YouTube • Promote videos through your site, social media channels • Monitor, respond to comments about your videos • Join discussions in automotive-related channels24
  • 25. Work Smarter: Social Media Tools • Applications integrate blog, Facebook and Twitter activities  Share posts across all of your accounts  Monitor conversations  Work with followers • Stay on top of social media trends, new tools  Mashable.com  Socialmedia.biz25
  • 26. Track Social Media Performance Free tools help gauge program effectiveness:  Facebook Insights Page  TwitterRank.com26
  • 27. Build Professional Connections
  • 28. LinkedIn • Create a personal profile outlining your professional expertise and positions • Connect with colleagues • Join industry-related groups and participate in discussion areas relevant to your field and personal interests • Resist the temptation to advertise your store, listings28
  • 29. Industry Blogs, Forums • Join online communities to boost sales performance, advance your career • Learn about and discuss online automotive news, trends • Use sites developed by:  Automotive salespeople  Industry consultants  Vendors29
  • 30. Review • Social media provides you with a low-cost channel to:  Connect with customers, prospects  Promote your inventory and brand your store  Discuss, learn about online automotive news, trends • Success with social media hinges on a strategy, communication, relationships, transparency and ownership • Remember: Car buyers want to engage with your brand and get help with their purchase decisions30
  • 31. Let’s be Friends Join us on our all-new Facebook page  http://dealers.cars.com/facebook  Designed especially for dealers with news and tips to drive your online success  Stay in touch with the latest from DealerADvantage, including video tips and information on Cars.com events32
  • 32. More Ways to Connect Join the conversation about online automotive with Cars.com:  Read our all-new blog launching in late August • http://dealeradvantage.cars.com  Follow us on Twitter for daily twips and advice • http://dealers.cars.com/twitter33
  • 33. Register Now for Our Next Event Sell More Cars: Tips You Can Implement Today to Close More Deals  Friday, Sept. 11, Noon ET  In this session, you’ll learn how to: • Develop listings that answer shoppers questions and help them form an emotional connection with the car. • Leverage emerging channels such as online chat, the mobile internet and social media to engage with buyers. • Optimize your new-car lead, SEM and SEO initiatives. • Stay in communication with car buyers until they’re ready to move forward with a purchase.  Register at http://dealers.cars.com/live34
  • 34. Questions & Answers
  • 35. Thank You & Good Luck

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