Tms dor meeting 2010.09.10-900


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TMS KC Region dealer digital operations meeting 2010.09

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  • Craig will facilitate but we will want to have blanks printed for everybody
  • Why is the National closing rate around 6-7%....because we can’t talk some people out of buying our vehicles.
  • Tms dor meeting 2010.09.10-900

    1. 1. Fall 2010 Dealer- Digital Operations Review Toyota Kansas City Region Helping you hit your Target!
    2. 2. Goals <ul><li>Strengthen your store’s Digital Operations </li></ul><ul><ul><li>Provide a clearer understanding of your eVitals </li></ul></ul><ul><ul><li>Introduce proven Lead Management and Social Media strategies </li></ul></ul><ul><ul><li>Improve everyone’s sales performance </li></ul></ul><ul><ul><li>Strengthen your Social Media presence </li></ul></ul><ul><ul><li>Help you make your Social Media strategy intentional </li></ul></ul><ul><li>Action Plan : identify and act on next steps to advance your store’s Digital Operations </li></ul>
    3. 3. Introductions <ul><li>Smiros/Swenson/Lucente/Nolan ??? </li></ul><ul><li>Craig Polito Senior Digital Operations Consultant ADP Digital Operations Consulting </li></ul><ul><li>Jim Jensen ADP Digital Operations Consulting </li></ul>
    4. 4. Traffic Leaders
    5. 5. Conversion Leaders
    6. 6. Leaders in Lead Generation
    7. 7. Mystery Shops <ul><li>General observations from shopping within the region </li></ul><ul><ul><li>A </li></ul></ul><ul><ul><li>B </li></ul></ul><ul><ul><li>C </li></ul></ul>
    8. 8. Advanced Internet Lead Management <ul><li>E Vitals </li></ul><ul><li>Client Buying Cycle </li></ul><ul><li>How to be a Lead Detective </li></ul><ul><li>Top Ten List </li></ul><ul><li>Dealer Work Shop Agenda </li></ul><ul><li>Lead Handling Demonstration </li></ul>
    9. 9. eVitals
    10. 10. eVitals Example 2 ABC Toyota 2010
    11. 11. Automotive Internet Shopper
    12. 12. Awareness-Intention-Purchase Cycle
    13. 13. <ul><li>Craig’s bar chart </li></ul>
    14. 14. Key Concepts *Key Concept-1 Be a Lead Detective. Deconstruct the lead before responding. *Key Concept-2 The Quality of the Response Determines the Quality of the Lead The wrong response sent quickly can send your prospect shopping elsewhere .
    15. 15. Are we listening
    16. 16. Response <ul><li>Hello Mr. Snoke,  My name is xxxx and I was told you might be interested in a new camry.  Feel free to call me and I would love to help you find the camry you are looking for.  If you have a questions please call. Thank you and have a great day.. 555-555-1212 </li></ul>
    17. 18. What was the question? <ul><li>Dear Craig, </li></ul><ul><li>My name is xxxx Internet Customer Relations.  I received your inquire on the 2010 Toyota FJ Cruiser.  </li></ul><ul><li>The Toyota FJ Cruiser is designed for adventure, tailored for any owner, and has extensive safety features. I would like to better assist you in your search by asking a few questions.  </li></ul><ul><li>What three colors are you interested in? </li></ul><ul><li>What options do you require? </li></ul><ul><li>What package did you have in mind? </li></ul><ul><li>Here at the dealership we have a huge selection of new and pre-owned vehicles.  Please call me with any questions you have on the 2010 Toyota FJ Cruiser.  My direct line is 555-555-1212. </li></ul>
    18. 19. <ul><li>Bucket Concept </li></ul><ul><li>Be a lead detective! </li></ul><ul><li>Deconstruct the lead </li></ul><ul><li>Select Bucket. </li></ul><ul><li>Prepare. </li></ul><ul><li>Respond. </li></ul>2010 Model 2010 Model Color Int . <ul><li>Stock # Specific </li></ul><ul><li>The 5 quality components </li></ul><ul><li>Confirm </li></ul><ul><li>Price </li></ul><ul><li>Alternatives </li></ul><ul><li>Next Steps </li></ul><ul><li>Schedule Appointment </li></ul><ul><li>Lead Specific </li></ul><ul><li>Coupon </li></ul><ul><li>Trade / BlkBk On Line </li></ul><ul><li>Contact </li></ul><ul><li>Incentive </li></ul><ul><li>Test Drive </li></ul><ul><li>Finance </li></ul>Bucket Concept
    19. 20. Lead Management Top Ten List   <ul><li>Respond within 15 minutes or less. </li></ul><ul><li>Be a lead detective and determine what bucket the opportunity falls into. Deconstruct the lead and look for clues!  </li></ul><ul><li>Use the phone 1st if there is a number.  </li></ul><ul><li>When calling the client address the lead submission form.  </li></ul><ul><li>Use the subject line to communicate effectively. </li></ul><ul><li>Use mirror messaging response's and answer all client questions on the 1st contact. </li></ul><ul><li>The email response to a lead that contains a stock number must include the 5 quality components : availability, price and alternatives.  </li></ul><ul><li>Manager confirmation calls to improve the show ratio. </li></ul><ul><li>Daily MAD Meeting with a manager. </li></ul><ul><li>Follow up a minimum of 120 days with clients that have not been contacted via email and phone . </li></ul>
    20. 21. Department Structure <ul><li>Internet Lead Management </li></ul><ul><ul><li>How many people do you need </li></ul></ul><ul><ul><li>Cradle to Grave vs BDC/CRC </li></ul></ul><ul><ul><li>When does a BDC make sense </li></ul></ul>
    21. 22. How many leads can your team handle? 300 450 525 1/mo 2/mo 3/mo
    22. 23. Case Studies
    23. 24. In-Dealership Day 1: AM <ul><li>Audience(s): Dealer, GM, and Internet/BDC Manager/Internet Sales </li></ul><ul><li>Review mystery shop with Dealer </li></ul><ul><li>One on One interview with all the key stake holders. Thirty minute sessions, </li></ul><ul><li>Observe the utilization of the store’s CRM. </li></ul><ul><li>Assess the use of the Phone in the Internet Lead Handling process </li></ul><ul><li>Discuss areas of Internet Lead Management concern </li></ul><ul><li>Isolate obstacles preventing the store from seeing greater results </li></ul><ul><li>Prepare recommendations and the Action Plan for afternoon workshop. </li></ul>
    24. 25. In-Dealership Day 1: PM <ul><li>Group Meeting </li></ul><ul><li>Audience: Dealer, GM, and Internet or BDC Manager </li></ul><ul><li>Discuss Current Results / E Vitals </li></ul><ul><li>Review the current Internet Lead Management process </li></ul><ul><li>Discuss the goals for the store’s Digital Operations </li></ul><ul><li>Discuss current obstacles that might be in the way of accomplishing the store’s goals </li></ul><ul><li>Address any questions or concerns that might come up during the assessment. </li></ul><ul><li>Present Recommendations </li></ul><ul><li>Agree to an action plan for Day 2 </li></ul>
    25. 26. In-Dealership Day 2 <ul><li>Audience: Stakeholders and Internet/BDC Manager </li></ul><ul><li>Morning: Work with the staff instructing and executing the chosen actions from the afternoon workshop meeting from Day 1. </li></ul><ul><li>Afternoon; Exit meeting (scheduled that morning to accommodate schedules) Audience: Dealer and GM </li></ul>
    26. 27. Roleplay ILM Technology <ul><li>ADP’s ILM.elite </li></ul><ul><li>Note - Grab screen shots of walking through the technology </li></ul>
    27. 28. Discussion
    28. 29. Next Steps <ul><li>Lead Management Process </li></ul><ul><ul><li>Do your eVitals provide evidence that you’re maximizing your potential? Y/N </li></ul></ul><ul><ul><li>Does your department structure match your lead volume? Y/N </li></ul></ul><ul><ul><li>Do you have a defined approach that everyone knows, understands, buys into and executes? Y/N </li></ul></ul><ul><ul><li>Does your technology support your process? Y/N </li></ul></ul><ul><ul><li>Are you getting as many sales from your Internet Department as you should be? Y/N </li></ul></ul>
    29. 30. -Break-
    30. 31. Welcome Back
    31. 32. Media Consumption
    32. 33. Key Points <ul><li>Deciding which sites you should use </li></ul><ul><li>Defining 3 Strategies </li></ul><ul><ul><li>Growing your network of Friends, Followers and Advocates </li></ul></ul><ul><ul><li>Generating Content </li></ul></ul><ul><ul><li>Managing your online reputation </li></ul></ul>
    33. 34. Where do I start?
    34. 35. Be Selective
    35. 36. <ul><li>Personal Pages and Business Pages </li></ul><ul><ul><li>Make sure you know who is in control of the page </li></ul></ul><ul><ul><li>Personal pages should shy away from Relationship elections </li></ul></ul><ul><ul><li>Focus on: </li></ul></ul><ul><ul><ul><li>New product information </li></ul></ul></ul><ul><ul><ul><li>Community involvement such as charities and events </li></ul></ul></ul><ul><ul><ul><li>General automotive interest articles </li></ul></ul></ul><ul><ul><li>Allow access to salespeople to engage with their own community/network of friends </li></ul></ul><ul><ul><li>Don’t slam other dealers or products </li></ul></ul><ul><ul><li>Local Facebook ad-reach stats Fargo 85,460 </li></ul></ul>
    36. 37. <ul><li>Great place for posting </li></ul><ul><ul><li>Personalized video walk-arounds </li></ul></ul><ul><ul><li>Messages to customers you haven’t been able to reach by phone </li></ul></ul><ul><ul><li>TV Commercials (link to it in bulk emails) </li></ul></ul><ul><ul><li>Customer service announcements such as </li></ul></ul><ul><ul><ul><li>Car care tips </li></ul></ul></ul><ul><ul><ul><li>Service FAQ’s such as </li></ul></ul></ul><ul><ul><ul><ul><li>how to change the time on a clock </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Connect to Bluetooth </li></ul></ul></ul></ul><ul><ul><li>If you don’t post correctly it may have little SEO impact </li></ul></ul>
    37. 38. <ul><li>Great site for posting pictures </li></ul><ul><li>Used to track open rates on bulk emails (Pro Pkg) </li></ul><ul><li>Used correctly can have a huge benefit on Organic Search </li></ul><ul><li>Post photos of: </li></ul><ul><ul><li>New Product </li></ul></ul><ul><ul><li>Customers at Delivery </li></ul></ul><ul><ul><li>Special Ad Creative </li></ul></ul>
    38. 39. <ul><li>Confusing for car dealers </li></ul><ul><li>Not as many users as Facebook </li></ul><ul><li>Users tend to be leaders, more progressive and might be more likely to impact their network of friends </li></ul><ul><li>Set-up alerts to let you know when someone is talking about you </li></ul><ul><li>Respond to and Tag those customers when a negative Tweet goes out </li></ul>
    39. 41. More page one results…
    40. 42. Why Reputation Management
    41. 43. Do opinions matter? <ul><li>73% of customers use a dealership review </li></ul><ul><li>21% have switched because of one </li></ul><ul><li>E-Commerce Director… </li></ul><ul><li>“ I have around a dozen people every month come in off reviews asking for me.” </li></ul>
    42. 45. Competition The right strategy can make you stand out above the competition.
    43. 47. Dealer List
    44. 48. Positive Review
    45. 49. Personal Page
    46. 50. Negative Reviews
    47. 51. Who is your store’s Social Media Champion
    48. 52. Managed Solutions
    49. 53. Social Media on Steroids
    50. 54. Dealer Sponsored Online Community
    51. 55. Community Examples <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Individual Brand Identity </li></ul><ul><li>No Scavenging by other dealers or manufacturers with their online ads </li></ul><ul><li>Managed Solution = the work gets done </li></ul><ul><li>Pushes content to other sites including custom content </li></ul><ul><li>Increases organic presence </li></ul><ul><li>Secures a presence on new sites monthly </li></ul><ul><li>Creates a genuine Community among customers and Employees </li></ul>
    52. 56. Discussion
    53. 57. <ul><li>Social Media Strategy </li></ul><ul><ul><li>Do you have a dealership/group game-plan for: </li></ul></ul><ul><ul><ul><li>Creating your Social Media sites Y/N </li></ul></ul></ul><ul><ul><ul><li>Growing your network of friends/fans/followers Y/N </li></ul></ul></ul><ul><ul><ul><li>Creating and posting content Y/N </li></ul></ul></ul><ul><ul><ul><li>Reputation Management Y/N </li></ul></ul></ul><ul><ul><ul><li>Do you have someone that knows how to do this? Y/N </li></ul></ul></ul><ul><ul><li>Do you have someone to do this in-house? Y/N </li></ul></ul>Next Steps
    54. 58. Action Plan <ul><li>I’d like: </li></ul><ul><ul><li>2 day In-store Advanced Internet Lead Management Training $3500 </li></ul></ul><ul><ul><li>2 day In-store Social Media and Reputation Management Install $3500 </li></ul></ul><ul><ul><li>To know more about: </li></ul></ul><ul><ul><ul><li>Lead Management Solutions </li></ul></ul></ul><ul><ul><ul><li>Community Sites </li></ul></ul></ul>________ ________ ________ ________ Dealership Name Position Phone eMail ______________________________________________________________________
    55. 59. Social Media <ul><li>Why Social Media </li></ul><ul><ul><li>(social-nomics video) </li></ul></ul><ul><ul><li>Which sites do I use and what purpose do they serve </li></ul></ul><ul><ul><li>Social Media Don’ts </li></ul></ul><ul><ul><ul><li>Dealership administration… </li></ul></ul></ul><ul><ul><li>Best Practices </li></ul></ul><ul><ul><ul><li>Facebook, Twitter, Youtube, Flicker, Yelp, Merchant Circle </li></ul></ul></ul><ul><ul><ul><li>Reputation Management: Dealer Rater </li></ul></ul></ul><ul><ul><ul><li>Growing followers </li></ul></ul></ul><ul><ul><ul><li>Adding content </li></ul></ul></ul><ul><ul><li>What’s in it for the dealership </li></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Advocacy </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><li>Who executes the strategy </li></ul></ul><ul><ul><li>Social Media on Steroids </li></ul></ul><ul><ul><ul><li>Community pages </li></ul></ul></ul>
    56. 60. For updating facebook slides <ul><ul><li>Local Facebook ad-reach stats Fargo 85,460 , Omaha 327,240, Des Moines 179,480, St Louis 1,039,680, KC 1,081,920 and Wichita 399,000. </li></ul></ul>