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Tms dor meeting 2010.09.10-900

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TMS KC Region dealer digital operations meeting 2010.09

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.
  • Transcript

    • 1. Fall 2010 Dealer- Digital Operations Review Toyota Kansas City Region Helping you hit your Target!
    • 2. Goals
      • Strengthen your store’s Digital Operations
        • Provide a clearer understanding of your eVitals
        • Introduce proven Lead Management and Social Media strategies
        • Improve everyone’s sales performance
        • Strengthen your Social Media presence
        • Help you make your Social Media strategy intentional
      • Action Plan : identify and act on next steps to advance your store’s Digital Operations
    • 3. Introductions
      • Smiros/Swenson/Lucente/Nolan ???
      • Craig Polito Senior Digital Operations Consultant ADP Digital Operations Consulting
      • Jim Jensen ADP Digital Operations Consulting
    • 4. Traffic Leaders
    • 5. Conversion Leaders
    • 6. Leaders in Lead Generation
    • 7. Mystery Shops
      • General observations from shopping within the region
        • A
        • B
        • C
    • 8. Advanced Internet Lead Management
      • E Vitals
      • Client Buying Cycle
      • How to be a Lead Detective
      • Top Ten List
      • Dealer Work Shop Agenda
      • Lead Handling Demonstration
    • 9. eVitals
    • 10. eVitals Example 2 ABC Toyota 2010
    • 11. Automotive Internet Shopper
    • 12. Awareness-Intention-Purchase Cycle
    • 13.
      • Craig’s bar chart
    • 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. Are we listening
    • 16. Response
      • 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
    • 17.  
    • 18. What was the question?
      • Dear Craig,
      • My name is xxxx Internet Customer Relations.  I received your inquire on the 2010 Toyota FJ Cruiser. 
      • 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. 
      • What three colors are you interested in?
      • What options do you require?
      • What package did you have in mind?
      • 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.
    • 19.
      • Bucket Concept
      • Be a lead detective!
      • Deconstruct the lead
      • Select Bucket.
      • Prepare.
      • Respond.
      2010 Model 2010 Model Color Int .
      • Stock # Specific
      • The 5 quality components
      • Confirm
      • Price
      • Alternatives
      • Next Steps
      • Schedule Appointment
      • Lead Specific
      • Coupon
      • Trade / BlkBk On Line
      • Contact
      • Incentive
      • Test Drive
      • Finance
      Bucket Concept
    • 20. Lead Management Top Ten List  
      • Respond within 15 minutes or less.
      • Be a lead detective and determine what bucket the opportunity falls into. Deconstruct the lead and look for clues! 
      • Use the phone 1st if there is a number. 
      • When calling the client address the lead submission form. 
      • Use the subject line to communicate effectively.
      • Use mirror messaging response's and answer all client questions on the 1st contact.
      • The email response to a lead that contains a stock number must include the 5 quality components : availability, price and alternatives. 
      • Manager confirmation calls to improve the show ratio.
      • Daily MAD Meeting with a manager.
      • Follow up a minimum of 120 days with clients that have not been contacted via email and phone .
    • 21. Department Structure
      • Internet Lead Management
        • How many people do you need
        • Cradle to Grave vs BDC/CRC
        • When does a BDC make sense
    • 22. How many leads can your team handle? 300 450 525 1/mo 2/mo 3/mo
    • 23. Case Studies
    • 24. In-Dealership Day 1: AM
      • Audience(s): Dealer, GM, and Internet/BDC Manager/Internet Sales
      • Review mystery shop with Dealer
      • One on One interview with all the key stake holders. Thirty minute sessions,
      • Observe the utilization of the store’s CRM.
      • Assess the use of the Phone in the Internet Lead Handling process
      • Discuss areas of Internet Lead Management concern
      • Isolate obstacles preventing the store from seeing greater results
      • Prepare recommendations and the Action Plan for afternoon workshop.
    • 25. In-Dealership Day 1: PM
      • Group Meeting
      • Audience: Dealer, GM, and Internet or BDC Manager
      • Discuss Current Results / E Vitals
      • Review the current Internet Lead Management process
      • Discuss the goals for the store’s Digital Operations
      • Discuss current obstacles that might be in the way of accomplishing the store’s goals
      • Address any questions or concerns that might come up during the assessment.
      • Present Recommendations
      • Agree to an action plan for Day 2
    • 26. In-Dealership Day 2
      • Audience: Stakeholders and Internet/BDC Manager
      • Morning: Work with the staff instructing and executing the chosen actions from the afternoon workshop meeting from Day 1.
      • Afternoon; Exit meeting (scheduled that morning to accommodate schedules) Audience: Dealer and GM
    • 27. Roleplay ILM Technology
      • ADP’s ILM.elite
      • Note - Grab screen shots of walking through the technology
    • 28. Discussion
    • 29. Next Steps
      • Lead Management Process
        • Do your eVitals provide evidence that you’re maximizing your potential? Y/N
        • Does your department structure match your lead volume? Y/N
        • Do you have a defined approach that everyone knows, understands, buys into and executes? Y/N
        • Does your technology support your process? Y/N
        • Are you getting as many sales from your Internet Department as you should be? Y/N
    • 30. -Break-
    • 31. Welcome Back
    • 32. Media Consumption
    • 33. Key Points
      • Deciding which sites you should use
      • Defining 3 Strategies
        • Growing your network of Friends, Followers and Advocates
        • Generating Content
        • Managing your online reputation
    • 34. Where do I start?
    • 35. Be Selective
    • 36.
      • Personal Pages and Business Pages
        • Make sure you know who is in control of the page
        • Personal pages should shy away from Relationship elections
        • Focus on:
          • New product information
          • Community involvement such as charities and events
          • General automotive interest articles
        • Allow access to salespeople to engage with their own community/network of friends
        • Don’t slam other dealers or products
        • Local Facebook ad-reach stats Fargo 85,460
    • 37.
      • Great place for posting
        • Personalized video walk-arounds
        • Messages to customers you haven’t been able to reach by phone
        • TV Commercials (link to it in bulk emails)
        • Customer service announcements such as
          • Car care tips
          • Service FAQ’s such as
            • how to change the time on a clock
            • Connect to Bluetooth
        • If you don’t post correctly it may have little SEO impact
    • 38.
      • Great site for posting pictures
      • Used to track open rates on bulk emails (Pro Pkg)
      • Used correctly can have a huge benefit on Organic Search
      • Post photos of:
        • New Product
        • Customers at Delivery
        • Special Ad Creative
    • 39.
      • Confusing for car dealers
      • Not as many users as Facebook
      • Users tend to be leaders, more progressive and might be more likely to impact their network of friends
      • Set-up alerts to let you know when someone is talking about you
      • Respond to and Tag those customers when a negative Tweet goes out
    • 40.  
    • 41. More page one results…
    • 42. Why Reputation Management
    • 43. Do opinions matter?
      • 73% of customers use a dealership review
      • 21% have switched because of one
      • E-Commerce Director…
      • “ I have around a dozen people every month come in off reviews asking for me.”
    • 44.  
    • 45. Competition The right strategy can make you stand out above the competition.
    • 46.  
    • 47. Dealer List
    • 48. Positive Review
    • 49. Personal Page
    • 50. Negative Reviews
    • 51. Who is your store’s Social Media Champion
    • 52. Managed Solutions
    • 53. Social Media on Steroids
    • 54. www.Automotive-Avenues.com Dealer Sponsored Online Community
    • 55. Community Examples
      • http://www.hotaxle.com
      • http://www.anciracommunity.com/
      • http://www.germainautocommunity.com/
      • Individual Brand Identity
      • No Scavenging by other dealers or manufacturers with their online ads
      • Managed Solution = the work gets done
      • Pushes content to other sites including custom content
      • Increases organic presence
      • Secures a presence on new sites monthly
      • Creates a genuine Community among customers and Employees
    • 56. Discussion
    • 57.
      • Social Media Strategy
        • Do you have a dealership/group game-plan for:
          • Creating your Social Media sites Y/N
          • Growing your network of friends/fans/followers Y/N
          • Creating and posting content Y/N
          • Reputation Management Y/N
          • Do you have someone that knows how to do this? Y/N
        • Do you have someone to do this in-house? Y/N
      Next Steps
    • 58. Action Plan
      • I’d like:
        • 2 day In-store Advanced Internet Lead Management Training $3500
        • 2 day In-store Social Media and Reputation Management Install $3500
        • To know more about:
          • Lead Management Solutions
          • Community Sites
      ________ ________ ________ ________ Dealership Name Position Phone eMail ______________________________________________________________________
    • 59. Social Media
      • Why Social Media
        • (social-nomics video)
        • Which sites do I use and what purpose do they serve
        • Social Media Don’ts
          • Dealership administration…
        • Best Practices
          • Facebook, Twitter, Youtube, Flicker, Yelp, Merchant Circle
          • Reputation Management: Dealer Rater
          • Growing followers
          • Adding content
        • What’s in it for the dealership
          • Awareness
          • Advocacy
          • SEO
          • Sales
        • Who executes the strategy
        • Social Media on Steroids
          • Community pages
    • 60. For updating facebook slides
        • 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.
    • 61.  

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