evolution of a
social media dealer




              Presented by
              Adam Boalt
evolution of a social media dealer
                                     Background


                                     ...
evolution of a social media dealer
                                     Background




                                   ...
evolution of a social media dealer




                                     A few things you should
                      ...
evolution of a social media dealer
                                     A few things you should know about Social Media.

...
evolution of a social media dealer
                                     A few things you should know about Social Media.

...
evolution of a social media dealer
                                     A few things you should know about Social Media.

...
evolution of a social media dealer
                                     A few things you should know about Social Media.

...
evolution of a social media dealer
                                     A few things you should know about Social Media.

...
evolution of a social media dealer



                                     The conversation exists
                       ...
evolution of a social media dealer




                                     It’s important to take
                       ...
evolution of a social media dealer
                                     It’s important to take ownership of that conversat...
evolution of a social media dealer
                                     It’s important to take ownership of that conversat...
evolution of a social media dealer




                                     Building the right
                           ...
evolution of a social media dealer
                                     Building the right Social Media Strategy.




    ...
evolution of a social media dealer




                                     Do you even know
                             ...
evolution of a social media dealer
                                     Do you even know where your customers are today?

...
evolution of a social media dealer
                                     Do you even know where your customers are today?

...
evolution of a social media dealer




                                     So why is the engagement
                     ...
evolution of a social media dealer
                                     So why is the engagement at this level becoming su...
evolution of a social media dealer
                                     So why is the engagement at this level becoming su...
evolution of a social media dealer
                                     So why is the engagement at this level becoming su...
evolution of a social media dealer




                                     So what needs to
                             ...
evolution of a social media dealer
                                     So what needs to happen in order to create a
     ...
evolution of a social media dealer
                                     So what needs to happen in order to create a
     ...
evolution of a social media dealer




                                     Define the business
                          ...
evolution of a social media dealer
                                     Define the business value regardless of the entry ...
evolution of a social media dealer




and goals.
Identify metrics
evolution of a social media dealer
                                     Identify metrics and goals.




                  ...
evolution of a social media dealer
                                     Identify metrics and goals.




                  ...
evolution of a social media dealer
                                     Some Key Performance Indicators (KPI)




        ...
evolution of a social media dealer
                                     Some Key Performance Indicators (KPI)




        ...
evolution of a social media dealer




                                     How do we
                                    ...
evolution of a social media dealer




                                     Variable Operations
                          ...
evolution of a social media dealer
                                     Variable Operations




                          ...
evolution of a social media dealer




                                     Fixed Operations
                             ...
evolution of a social media dealer
                                     Fixed Operations




                             ...
evolution of a social media dealer
                                     Fixed Operations




                             ...
evolution of a social media dealer




                                     What does the
                                ...
evolution of a social media dealer




Monitoring
Use Case #1:
evolution of a social media dealer
                                     Use Case #1: Monitoring




                      ...
evolution of a social media dealer
                                     Use Case #1: Monitoring




                      ...
evolution of a social media dealer




 Use Case #2:
 Geo-Location
evolution of a social media dealer
                                     Use Case #2: Geo-Location




                    ...
evolution of a social media dealer




Use Case #3:
CRM Mapping
evolution of a social media dealer
                                     Use Case #3: CRM Mapping



                      ...
evolution of a social media dealer




                Build a
                Road Map
next steps ››
evolution of a social media dealer
                                     Build a Road Map




                             ...
evolution of a social media dealer




Questions?
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Evolution of a Social Media Dealer

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Presentation by Adam Boalt, President and Founder of GOSO, an Automotive Social Media Management System

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Evolution of a Social Media Dealer

  1. 1. evolution of a social media dealer Presented by Adam Boalt
  2. 2. evolution of a social media dealer Background Hi, my name is Adam Boalt President & Founder of GOSO Consulted for over 30 of the Fortune 500 companies building high-end web and social media solutions Featured on Forbes, MSNBC, Wall Street Journal. Recently interviewed the Speed Channel about social media Won many awards, recently won first prize in Washington, D.C.’s first technology innovation contest
  3. 3. evolution of a social media dealer Background Just recently published the e-book, Social Media Best Practices for Automotive Dealers
  4. 4. evolution of a social media dealer A few things you should know about Social Media.
  5. 5. evolution of a social media dealer A few things you should know about Social Media. It’s not a fad, it’s a communication trend (like newspaper, radio and tv)
  6. 6. evolution of a social media dealer A few things you should know about Social Media. It’s not some shiny object that you have to have but don’t know why
  7. 7. evolution of a social media dealer A few things you should know about Social Media. It’s still in its infancy stage, so it’s not too late to get into the game
  8. 8. evolution of a social media dealer A few things you should know about Social Media. The technology is secondary, focus on strategy and process
  9. 9. evolution of a social media dealer A few things you should know about Social Media. You have to identify your business goals and then work backwards
  10. 10. evolution of a social media dealer The conversation exists with or without you. Your Brand Customers are continuing to connect to each other and discuss your brand or dealership whether your involved or not
  11. 11. evolution of a social media dealer It’s important to take ownership of that conversation. Your Brand
  12. 12. evolution of a social media dealer It’s important to take ownership of that conversation. Listen to your customers, before you engage in conversation
  13. 13. evolution of a social media dealer It’s important to take ownership of that conversation. Participate in the community and don’t direct the message
  14. 14. evolution of a social media dealer Building the right Social Media Strategy.
  15. 15. evolution of a social media dealer Building the right Social Media Strategy. There is no right or wrong, it’s about delivering the right customer experience at the right time
  16. 16. evolution of a social media dealer Do you even know where your customers are today?
  17. 17. evolution of a social media dealer Do you even know where your customers are today? Where, what and which conversations are happening?
  18. 18. evolution of a social media dealer Do you even know where your customers are today? Why and how does a customer care about your brand or dealership?
  19. 19. evolution of a social media dealer So why is the engagement at this level becoming such a struggle for so many?
  20. 20. evolution of a social media dealer So why is the engagement at this level becoming such a struggle for so many? The amount of customers joining social networks is growing exponentially every day
  21. 21. evolution of a social media dealer So why is the engagement at this level becoming such a struggle for so many? It’s very hard to scale
  22. 22. evolution of a social media dealer So why is the engagement at this level becoming such a struggle for so many? Real-time isn’t fast enough
  23. 23. evolution of a social media dealer So what needs to happen in order to create a successful Social Media Strategy?
  24. 24. evolution of a social media dealer So what needs to happen in order to create a successful Social Media Strategy? Don’t completely change your process Continue to work with your CRM
  25. 25. evolution of a social media dealer So what needs to happen in order to create a successful Social Media Strategy? Understand that it’s a mindset change Anticipate what a customer wants and needs Build a meaningful relationship over time
  26. 26. evolution of a social media dealer Define the business value regardless of the entry point.
  27. 27. evolution of a social media dealer Define the business value regardless of the entry point. Walk up Phone up Web up
  28. 28. evolution of a social media dealer and goals. Identify metrics
  29. 29. evolution of a social media dealer Identify metrics and goals. Social media doesn’t have to have a direct ROI Increase multipliers of other marketing channels
  30. 30. evolution of a social media dealer Identify metrics and goals. Create Key Performance Indicators
  31. 31. evolution of a social media dealer Some Key Performance Indicators (KPI) Increase response rate Lower your cost per lead Improve your cross selling Improve up selling
  32. 32. evolution of a social media dealer Some Key Performance Indicators (KPI) Increase your value per transaction Lower your marketing spend Increase referrals/recommendations Life Time Value or Customer Loyalty
  33. 33. evolution of a social media dealer How do we get started? What departments or programs do you want to improve?
  34. 34. evolution of a social media dealer Variable Operations What are you currently doing to capitalize on referrals, testimonials or recommendations? Are you asking them to share their experience with their friends? Do you ask a customer for a video testimonial? Do you take a picture of them getting into their new vehicle?
  35. 35. evolution of a social media dealer Variable Operations Keep in mind that each of your customers has an average of 150-200 friends. Why aren’t you selling them a vehicle?
  36. 36. evolution of a social media dealer Fixed Operations Are you currently sending out surveys? Are you sharing the positive experiences online?
  37. 37. evolution of a social media dealer Fixed Operations Are you currently promoting specials on your social networks? Get your customer to come back
  38. 38. evolution of a social media dealer Fixed Operations Cross-sell between departments, encourage them to purchase a new car or see if they have a friend in the market
  39. 39. evolution of a social media dealer What does the future hold for Dealers or Brands? Here’s some social media use cases...
  40. 40. evolution of a social media dealer Monitoring Use Case #1:
  41. 41. evolution of a social media dealer Use Case #1: Monitoring How are you monitoring your potential customer or even your existing customers? Brand monitoring/reputation management Rapid social response: immediately resolve any negative sentiment
  42. 42. evolution of a social media dealer Use Case #1: Monitoring How are you monitoring your competition’s customers? Capitalize on your competitors angry customers Trace their negative sentiment and acquire their customers
  43. 43. evolution of a social media dealer Use Case #2: Geo-Location
  44. 44. evolution of a social media dealer Use Case #2: Geo-Location Location based customer acquisition is huge Twitter, FourSquare, etc. are becoming ever more popular If a customer is nearby, encourage them to come in for a test drive
  45. 45. evolution of a social media dealer Use Case #3: CRM Mapping
  46. 46. evolution of a social media dealer Use Case #3: CRM Mapping Build social graphs around your customer Understand your customers social influence Know which of their peers have purchased or serviced a vehicle with you
  47. 47. evolution of a social media dealer Build a Road Map next steps ››
  48. 48. evolution of a social media dealer Build a Road Map Be proactive, not reactive Understand your market demand Change your mindset to be customer centric Adapt your business rules with emerging technology
  49. 49. evolution of a social media dealer Questions?
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