Social Networking: Should it be more about Relationship Building than Selling Cars?
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Presentation deck for today's (Oct. 15, 2009) Social Networking panel at the J.D. Power Automotive Internet Roundtable. A large number of the car dealers now on Facebook and Twitter use their status updates to list inventory. However, the real value in joining these social networks may be the opportunity to create relationships with both customers and colleagues alike. This panel covered: • OEMs and dealerships who are using social networks effectively • Opportunities to build relationships with current customers and potential rewards (increased visits for service, referrals, etc.) • Advantages of connecting with fellow dealers (information sharing/collaboration, etc.) Panelists: - Christopher Barger, Director of Social Media, General Motors (@cbarger and @GMblogs) - Jared Hamilton, CEO and Founder, Drivingsales.com (@drivingsales) - Tom Chisholm, Midwest Sales Director, Facebook - Eric Miltsch, IT-Web Director, Auction Direct USA (@AuctionDirect) - Ralph Paglia, Director of Digital Marketing, ADP Dealers (@ralphpaglia) Moderator: Mary S. Butler, Editor of Headlightblog.com and Razorfish Senior Content Strategist (@msbutler and @SocialDealers) Presentation deck designed by Leon Li, Razorfish (@leonbignogin)
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Social Networking: Should it be more about Relationship Building than Selling Cars?
- 1. Social Networking Should it be more about Relationship Building than Selling Cars? 2009 Automotive Internet Roundtable
- 2. Meet the Panelists Chris Tom Jared Eric Ralph 2009 Automotive Internet Roundtable
- 3. Christopher Barger Director Global Social Media, GM @cbarger @gmblogs Chris leads the company’s social media communications efforts; he is responsible for setting GM’s communications strategy in the emerging social media. 2009 Automotive Internet Roundtable
- 4. POV on Social Networking Done most effectively, interaction on the social web is about relationship marketing, not sales – in fact, engaging overtly in direct selling often has a negative effect on an audience’s perception of you.
- 5. Tom Chisholm Midwest Sales Director, Facebook Tom has been at Facebook since 2006; he opened the Midwest office of Facebook 2009 Automotive Internet Roundtable
- 6. POV on Social Networking We are moving from an anonymous web to an authentic identity-based web. ... There are now toolsets that allow businesses to have first-class citizenship and share with consumers who care.
- 7. Jared Hamilton CEO, DrivingSales.com @drivingsales Jared is a third-generation dealer and founder of one of the largest social-networking sites for automotive industry professionals. 2009 Automotive Internet Roundtable
- 8. POV on Social Networking The car business has always been about relationships; social media allows us to scale those relationships. Social media strategy is not new – the technology is.
- 9. Eric Miltsch Internet Director, Auction Direct USA @auctiondirect Eric created the company’s successful online strategy three years ago and continues to expand its online presence. 2009 Automotive Internet Roundtable
- 10. POV on Social Networking Social Media’s power stems from its ability to harness our basic human need for social interaction. This new “interaction layer” has built a unique, emotional relationship opportunity limited only by our creative and technological abilities.
- 11. Ralph Paglia Director of Digital Marketing Solutions, ADP Dealer Services @ralphpaglia Ralph is the founder and General Manager of the Automotive Digital Marketing professional community. 2009 Automotive Internet Roundtable
- 12. POV on Social Networking For dealers, the most ROI-effective social media strategy uses a community for centralized content creation and network syndication, leverages OEM-supplied assets and involves employees and suppliers, who are the first 100 members.
- 13. How are we doing? Send us feedback via @JDPowerInternet #Social 2009 Automotive Internet Roundtable
- 14. Areas of Discussion • Why are we here today? • Who is doing it right? • Best practices • What’s coming 2009 Automotive Internet Roundtable
- 15. Why are we here today? 2009 Automotive Internet Roundtable
- 16. Low follower ratio 2009 Automotive Internet Roundtable
- 17. Automated inventory as status update 2009 Automotive Internet Roundtable
- 18. Twitter TOS (updated 9.18.09) 2009 Automotive Internet Roundtable
- 19. Practices that will get you bounced 2009 Automotive Internet Roundtable
- 20. Who is doing it right? 2009 Automotive Internet Roundtable
- 21. Learning from success 2009 Automotive Internet Roundtable
- 22. High activity, engaging with followers 2009 Automotive Internet Roundtable
- 23. More followers than friends 2009 Automotive Internet Roundtable
- 24. Deliver value in 140 characters 2009 Automotive Internet Roundtable
- 25. Personalized engaging content 2009 Automotive Internet Roundtable
- 26. Be where your shoppers are In July, the site most visited by new-vehicle prospects was Facebook. - J.D. Power 2009 Automotive Internet Roundtable
- 27. Be where your shoppers are 2009 Automotive Internet Roundtable
- 28. Customer tweets their gripe... @girlwithahemi (dealer) apologizes and resolves @JesterTX2001 becomes a raving fan and tweets about it 2009 Automotive Internet Roundtable
- 29. Best Practices 2009 Automotive Internet Roundtable
- 30. • Create an authoritative voice • Build trust and confidence • Manage brand reputation • Create customer loyalty • Learning and information sharing • Driving traffic • Leveraging Social Media Optimization 2009 Automotive Internet Roundtable
- 31. Create an authoritative voice 2009 Automotive Internet Roundtable
- 32. Build trust and confidence 2009 Automotive Internet Roundtable
- 33. Manage brand reputation 2009 Automotive Internet Roundtable
- 34. Customer loyalty 2009 Automotive Internet Roundtable
- 35. Learning and information sharing 2009 Automotive Internet Roundtable
- 36. Driving traffic 2009 Automotive Internet Roundtable
- 37. Leveraging social media optimization 2009 Automotive Internet Roundtable
- 38. What’s Coming 2009 Automotive Internet Roundtable
- 39. Location-based services 2009 Automotive Internet Roundtable
- 40. Q&A Contact us via @SocialDealers on Twitter or the Social Networking for Dealers Facebook event page 2009 Automotive Internet Roundtable
- 41. Thank You!
- 42. Appendix Credits Design: Leon Li, Razorfish (@leonbignoggin) Content: Mary S. Butler, Razorfish (@msbutler) Image (and related content) sources; listed in order of slide number: 1: Network of Hands via: http://www.thebannerlady.com.au/resources/portfolio/business%20networks/ networkcentral-hands.jpg 2-3, 5, 7, 9 & 11: Each panelist supplied his own head shot 4: Mosiac Twitter collage via http://www.hongkiat.com/blog/world-of-twitter-mosaic-twitter-wallpapers/ 6: Facebook collage via Image via http://www.benparr.com/wp-content/uploads/2008/07/facebook- friends-32.jpg 8: Human icon network image via: http://bradhanksseminars.com/blog/wp-content/uploads/human- networks1.jpg 10: Image via Image via drivingsales.com 12: Social networking image via: http://aprilbroussard.files.wordpress.com/2009/03/social- networking.jpg 2009 Automotive Internet Roundtable
- 43. Appendix (contd.) Image (and related content) sources; listed in order of slide number: 16-17: Images via Twitter.com 18: Twitter: Terms of Service http://twitter.com/tos 19: Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311 21: The Tendo View via http://www.tendocom.com/view/learning-from-success-four-social-media-tri umphs-873 22: Scott Monty Twitter profile via http://twitter.com/scottmonty 23: Jup Chevy Twitter profile via http://twitter.com/jupchevy 24: GoAutoNation Twitter profile via http://twitter.com/GoAutoNation/statuses/4633819687 25: Meet the VWs Facebook app via http://apps.facebook.com/meetthevolkswagens/ 27: Facebook Lexicon cars + houses 2009 Automotive Internet Roundtable
- 44. Appendix (contd.) Image (and related content) sources; listed in order of slide number: 28: Customer tweets a gripe - http://twitter.com/JesterTX2001/statuses/4717778950 Dealer apologizes and resolves – http://twitter.com/JesterTX2001/statuses/4724841144 Customer becomes a fan and tweets about experience – http://twitter.com/JesterTX2001/ statuses/4724879302 31: Twitter Elite on Twitter Grader via http://twitter.grader.com/top/users 32: What Detroit needs to build most is trust, Automotive News, Sept. 21, 2009 via http://www.autonews. com/article/20090921/ANA03/309219991 33: DealerRater homepage via http://www.dealerrater.com/ 34: @jspahr mentions on Twitter in June 2009 via @jspahr 35: Auto promotion: Using Twitter in the automotive industry, Headlightblog.com, March 30, 2009 via http://www.headlightblog.com/2009/03/auto-promotion-using-twitter-in-the-automotive-industry/ Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311 2009 Automotive Internet Roundtable
- 45. Appendix (contd.) Image (and related content) sources; listed in order of slide number: 36: AutoNation blog homepage via http://blog.autonation.com/ 37: Social Media Optimization for Small Business image via http://mashable.com/2009/08/31/ cloudprofile/ 39: Adidas Originals, Your Area, Facebook fan page via http://www.facebook.com/adidasoriginals 2009 Automotive Internet Roundtable