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TADA Social Media Best Practices 2-22-12
 

TADA Social Media Best Practices 2-22-12

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Toronto Auto Dealers Assoc Social Media Bootcamp 2-22-12. Proven strategies to attract visitors, build genuine fans and generate leads.

Toronto Auto Dealers Assoc Social Media Bootcamp 2-22-12. Proven strategies to attract visitors, build genuine fans and generate leads.

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  • Technology – open and connectedBehavioral changes were driven first as a generational reaction to traditional marketing
  • There’s a full-circle power shift happening right now.  Thanks to Social networks and the incredible openness of the Internet, dialogues have grown (for free) between people living world’s away from one another, who might never actually meet in person.  This colossal power shift back to the consumer means direct, daily contact with other consumers. We’ve come back to a place where buying decisions have a Social component. This means more sharing, gossiping, engaging, informing, and advising.  Than came advertising.Before,advertisers treated the consuming audience like a caged bear.  Well folks, the bear has escaped.A PR person reached out to me recently saying her client’s goal was to “get more Facebook fans”.  After we spoke, I realized that even these seasoned PR/advertising professionals have not fully bought into Social Media.  While the marketing components are still present–creating awareness, generating leads–many advertisers still think the bear is caged.  They’re feeding the bear the same old stuff, trying to push the mess into the cage like before and expecting the bear to eat it.Audiences everywhere are bored with and have zero tolerance for being brow-beaten by orthodox old-school advertising.  Today’s we need to stop interrupting what people are interested in and BE what people are interested in.  Social Media is the platform to achieve that.  Your audience was the caged bear and now that it’s escaped, the bear can eat anything it wants, including you!
  • How we succeed at selling cars and retaining customers today. Welcome with a Facebook page = Upping themCommunicate the great experience you deliver
  • Shoppers spend 11 hours online researching their next car.
  • Buyers spend most time on 3rd Party sites.
  • Most influential source for shopping= Internet2nd most: Word-of-Mouth. Social Media is word-of-mouth.
  • Speedy delivery of referring buyers.Social is buzz, people talkASK: Has anyone sold a car recently through Word of Mouth?
  • Technology – open and connectedBehavioral changes were driven first as a generational reaction to traditional marketing
  • Gen Y-ers were born into a world of hype.Their BS-detectors are highly sensitive & calibrated with Social feedback.In 2012 we find this behavior across all demographics. Baby boomer women is fastest growing segment.Customer is connected, clever and highly-perceptive.
  • Consequently...Tried & true selling methods that worked as recently as 2 years ago work less well today.We have to step up our game and build a community where savvy shoppers want to buy from us.
  • Interconnectivity.Have to deliver ALL that our marketing materials promiseClaims of biggest and best mean nothing when....Alignment: buyer & seller – shared values & perspectives
  • WHO You Are
  • eMarketer: 84% of Americans say online reviews influence their decision to purchase
  • Meet customer where they are. Build relationships, establish trust and convert leads to sales.
  • Handle operational changes to make Social Media marketing a success
  • Where’s the best place to build your online community? Facebook.4 components to successful Facebook marketing
  • Create the return buyer!$517K customer: 12 cars average over lifetime. Sell to him once now or many times over his lifetime.
  • These are the places where customers are talking about you. It’s out there for anyone to see, with one click.
  • Mossy Toyota
  • BMW of Sterling:21 Total Reviews – 17 are 1-Star and ALL are on Page ONE“I feel the same as many other reviewers here – I would not buy from this dealership again”IRL they deliver a 5-star experience to their customer. Why do they have a 1-star online reputation? They have no internal process.
  • After 3 decades in the car business and the worst recession in my lifetime, I’m excited about the the new wave of buyers Social Media draws into the store. We have an opportunity to create a bond with customers that’s never been available before.To manage Social Media means to embrace a very lucrative tool, a tool that drives business to your store, your department.Feed the Bear.Tap into sources to celebrate your store and foster the community.Create great word of mouth, generate leads and build lasting sales relationships with repeat buyers. It’s Social Business and it’s ready for the taking.
  • After 3 decades in the car business and the worst recession in my lifetime, I’m excited about the the new wave of buyers Social Media draws into the store. We have an opportunity to create a bond with customers that’s never been available before.To manage Social Media means to embrace a very lucrative tool, a tool that drives business to your store, your department.Feed the Bear.Tap into sources to celebrate your store and foster the community.Create great word of mouth, generate leads and build lasting sales relationships with repeat buyers. It’s Social Business and it’s ready for the taking.

TADA Social Media Best Practices 2-22-12 TADA Social Media Best Practices 2-22-12 Presentation Transcript

  • Best Practices for Social Media Proven Strategies to Attract Visitors, Build Genuine Fans, & Generate Leads Kathi Kruse krusecontrolinc.com @kathikruse
  • This is Me
  • Shift Happens ©Eric Miltch
  • Feed the Bear
  • •Targeted Marketing•Relationship Building
  • Social Media is:Word of Mouth...Digitized
  • What’s Driving These Changes?
  • Born into a world of hype, their BS-detectors are highly sensitive and calibrated with Social feedback.
  • Consequently....Tried & true selling methodsthat worked as recently as 2years ago work far less welltoday.
  • Interconnectivity
  • Today’s customer doesn’t just buy what you sell...they buyWHO YOU ARE.
  • How do you buy?
  • Social Business:
  • The Social Shift:Daily Operations
  • Your Community Manager
  • 4 Elements of Facebook Marketing Success
  • Greet Visitors Right
  • Fan Gate & Lead Generation Form
  • Cheap Effective Facebook Ads
  • Content Strategy:Engage Your Community 80/20 rule Be: •Relevant •Human •Interested •Helpful
  • Social MediaYour Digital Backyard BBQ
  • •Seek Genius•Be Social•Re-Tweet•Search•Leverage Tools
  • Dealership Blog•Likable Expert•Engagement•SEO•1-2 Times/Week•Staff Participation
  • The $517,000 Customer
  • “Used Car Nightmare”
  • What does your Online Reputation say about you?
  • Key to Success: Your Team
  • Proactive StrategyInternal Process: •Awareness •Train •Motivate •Recognize •Reward
  • Head Off TroubleSocial Media Policy
  • Take Action!Free eBook Download krusecontrolinc.com
  • Subscribe: Kruse Control Blog krusecontrolinc.com
  • Thank You!Kathi KruseSocial Media Coaching & Trainingkrusecontrolinc.comkathi@krusecontrolinc.com714.251.6440 Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol slideshare.net/kathikruse