Thought Leadership Summit<br />Automotive Social Media Summit<br />	June 15, 2011<br />Leveraging Social Media to Attract ...
Leveraging Social Media to Attract More Customers for Less<br /><ul><li>  Generate traffic and leads at a lower cost
  Convert Social Media leads into sales
  Communicate with thousands of customers for free
  Build a high quality customer database
  Reinforce the brand throughout the Social Media community
  Improve natural search engine results
  Strengthen their online reputation
  Promote community involvement / support of worthy causes
  Increase customer and employee satisfaction and retention</li></li></ul><li>Brickell Motors<br />Integrated Social Media...
Cultural Shift<br />The Social Web/UGC Shift is a Fundamental Change in American Society, Culture and Media Consumption Ch...
Social Media Dashboard<br />Provides centralized account/profile access and monitoring<br />
MyMiamiHonda.com<br />
BrickellHonda.com<br />
Phone<br />Flow<br />
Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)<br />DEALERSHIP SPONSORED<br />SOCIAL NET...
Social Media Marketing Tools and Analytics<br />How do you know what and how to integrate and then measure if it is gettin...
Manage Your Current Profiles<br />
Brickell Honda’s Social Media Management Dashboard set up by Tier 10 Marketing allows quick comparisons of the latest rank...
As seen in this example, when comparing Viddler to Howcast, which was shown in the previous screen, Brickell Honda can rea...
The professional marketer’s secret weapon now has lead generating capabilities!<br />Slideshare.net<br />
www.Slideshare.net/Brickell_Honda<br />
Does your Facebook Page represent your dealership’s brand and current promotions?<br />
www.Facebook.com/BrickellHonda<br />
Send an Update<br />There are many ways to use Facebook as a means of communicating and maintaining relationship with cust...
www.Facebook.com/BrickellHonda<br />
2012 Civic<br />Give Away<br />
Does your YouTube Channel represent your dealership’s brand and current promotions?<br />
Content Distribution Hub Site<br />Application Layer Integration<br />Automated Syndication (RSS/widgets)<br />User Trigge...
After I click the “Share” button below a photo in Brickell Honda’s MyMiamiHonda.com social network, a new window automatic...
When I was dropped back into MyMiamiHonda.com, I clicked on the Twitter link… With that one click of my mouse, the site’s ...
When a consumer wants to share content from MyMiamiHonda.com on Twitter, they click the Twitter link… With that one click ...
What about Search Engines?<br /><ul><li>Will Social Network pages, blogs, etc. be indexed by Google?
Is there any value to references made about our dealership and the anchor text links that we put into our profile pages?
Brickell Social Media Profiles in Search Engine Results Pages (SERP)… Measured in “Pages” rather than “Position”!</li></li...
SERP #1.5<br />
100% Brickell Motors controlled or Owned sites<br />SERP #2<br />
90% Brickell Motors controlled or Owned sites<br />SERP #3<br />
100% Brickell Motors controlled or Owned sites<br />SERP #4<br />
100% Brickell Motors controlled or Owned sites<br />SERP #5<br />
100% Brickell Motors controlled or Owned sites<br />SERP #6<br />
100% Brickell Motors controlled or Owned sites<br />SERP #7<br />
100% Brickell Motors controlled or Owned sites<br />SERP #8<br />
100% Brickell Motors controlled or Owned sites<br />SERP #9<br />
100% Brickell Motors controlled or Owned sites<br />SERP #10<br />
Facebook Advertising?<br />Set Up a “Profile” for each Dealer/Owner<br />Create a “Group” for your Franchise/Brand<br />Cr...
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Brickell Honda Buick GMC Social Media Marketing Strategy Presentation to the TLS Automotive Social Media Summit 2011

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Brickell Honda Buick GMC Social Media Marketing Strategy Presentation to the TLS Automotive Social Media Summit 2011

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  • I saw Mario Murgado deliver this presentation at the TLS Automotive Social Media Summit at Marina Del Rey in California and witnessed the overwhelming audience opinion that this was 'Best of Show' for the two day event...
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  • Dealership owned and controlled full-featured social network becomes centralized repository and social media hub feeding content out to dozens of social media and user generated content sites.
  • Content, messaging and campaign creative is posted to the Brickell Honda website and simultaneously supported by content placements at MyMiamiHonda.com that are then distributed out across dozens of social media and UGC sites.
  • MyMiamiHonda.com becomes the content repository and centralized distribution point feeding out across the social web and into the appropriate site profiles and accounts from amongst 300+ that have been set up to date for Brickell Honda.
  • Articles and content being syndicated out from the MyMiamiHonda.com hub social network contain references, citations, reviews and a wide range of content that all link back to BrickellHonda.com
  • Brickell Honda’s syndicated profiles set up within over 200 of the web’s most popular business listing services and online directories such as Google Places, Yahoo Business Listings, Merchant Circle and more serve as a primary driver of inbound phone call traffic to the dealership’s sales and service departments.
  • Brickell Honda Buick GMC Social Media Marketing Strategy Presentation to the TLS Automotive Social Media Summit 2011

    1. 1. Thought Leadership Summit<br />Automotive Social Media Summit<br /> June 15, 2011<br />Leveraging Social Media to Attract More Customers for Less<br />Mario MurgadoPresident & CEOBrickell Motors<br />
    2. 2. Leveraging Social Media to Attract More Customers for Less<br /><ul><li> Generate traffic and leads at a lower cost
    3. 3. Convert Social Media leads into sales
    4. 4. Communicate with thousands of customers for free
    5. 5. Build a high quality customer database
    6. 6. Reinforce the brand throughout the Social Media community
    7. 7. Improve natural search engine results
    8. 8. Strengthen their online reputation
    9. 9. Promote community involvement / support of worthy causes
    10. 10. Increase customer and employee satisfaction and retention</li></li></ul><li>Brickell Motors<br />Integrated Social Media Marketing<br />
    11. 11.
    12. 12. Cultural Shift<br />The Social Web/UGC Shift is a Fundamental Change in American Society, Culture and Media Consumption Characteristics…<br />
    13. 13. Social Media Dashboard<br />Provides centralized account/profile access and monitoring<br />
    14. 14.
    15. 15.
    16. 16. MyMiamiHonda.com<br />
    17. 17. BrickellHonda.com<br />
    18. 18. Phone<br />Flow<br />
    19. 19. Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)<br />DEALERSHIP SPONSORED<br />SOCIAL NETWORK<br />(community)<br />Brickell Honda <br />Story, Article<br /> or News<br />
    20. 20. Social Media Marketing Tools and Analytics<br />How do you know what and how to integrate and then measure if it is getting results?<br />
    21. 21.
    22. 22. Manage Your Current Profiles<br />
    23. 23. Brickell Honda’s Social Media Management Dashboard set up by Tier 10 Marketing allows quick comparisons of the latest rankings and SEO authority for over 500 User Generated Content (UGC) sites allowing Brickell’s Social Marketing team to quickly determine where content placements will reach the most consumers in the Miami area…<br />
    24. 24. As seen in this example, when comparing Viddler to Howcast, which was shown in the previous screen, Brickell Honda can reach more consumers and gain more SEO rank and authority by placing videos on Viddler first, then on Howcast if there is time available… However, based on the pop-up description provided for Howcast, we also know that is the Brickell Honda video is a “How To” video, then it would be more relevant on Howcast!<br />
    25. 25. The professional marketer’s secret weapon now has lead generating capabilities!<br />Slideshare.net<br />
    26. 26. www.Slideshare.net/Brickell_Honda<br />
    27. 27. Does your Facebook Page represent your dealership’s brand and current promotions?<br />
    28. 28. www.Facebook.com/BrickellHonda<br />
    29. 29. Send an Update<br />There are many ways to use Facebook as a means of communicating and maintaining relationship with customers. The use of Fan Page Updates is a key method to turn Fans into ales, referrals and recurring service drive revenue…<br />www.Facebook.com/BrickellHonda<br />
    30. 30. www.Facebook.com/BrickellHonda<br />
    31. 31.
    32. 32. 2012 Civic<br />Give Away<br />
    33. 33. Does your YouTube Channel represent your dealership’s brand and current promotions?<br />
    34. 34.
    35. 35. Content Distribution Hub Site<br />Application Layer Integration<br />Automated Syndication (RSS/widgets)<br />User Triggered Syndication<br />Manual Placement (copy & paste)<br />www.MyMiamiHonda.com<br />
    36. 36.
    37. 37.
    38. 38. After I click the “Share” button below a photo in Brickell Honda’s MyMiamiHonda.com social network, a new window automatically pops open and Facebook recognizes me, has me already logged in and the photo’s headline, description and thumbnail is preloaded and ready to go… I add a comment in the box at the top explaining why I am sharing this Honda dealer’s image because it shows a business reinvesting in the local community… Wouldn’t you? If user is not in the mood to type, they can just click the “Share” button on the bottom right… <br />
    39. 39.
    40. 40. When I was dropped back into MyMiamiHonda.com, I clicked on the Twitter link… With that one click of my mouse, the site’s syndication integration pushes a status update to the Miami Honda Twitter account, ready to share with customers, friends, family, coworkers (Twitter followers) in a nicely pre-populated message… With a link to the photo!<br />
    41. 41. When a consumer wants to share content from MyMiamiHonda.com on Twitter, they click the Twitter link… With that one click of my mouse, the site’s syndication integration pushes a status update to their own personal Twitter account, ready to share with friends, family, coworkers (Twitter followers) in a nicely pre-populated message… With a link to the photo! In this example, the visitor to MyMiamiHonda.com shares Mario Murgado’s photo from the Brickell Honda Toy Drive with 3,063 Twitter Followers…<br />
    42. 42. What about Search Engines?<br /><ul><li>Will Social Network pages, blogs, etc. be indexed by Google?
    43. 43. Is there any value to references made about our dealership and the anchor text links that we put into our profile pages?
    44. 44. Brickell Social Media Profiles in Search Engine Results Pages (SERP)… Measured in “Pages” rather than “Position”!</li></li></ul><li>SERP #1<br />
    45. 45. SERP #1.5<br />
    46. 46. 100% Brickell Motors controlled or Owned sites<br />SERP #2<br />
    47. 47. 90% Brickell Motors controlled or Owned sites<br />SERP #3<br />
    48. 48. 100% Brickell Motors controlled or Owned sites<br />SERP #4<br />
    49. 49. 100% Brickell Motors controlled or Owned sites<br />SERP #5<br />
    50. 50. 100% Brickell Motors controlled or Owned sites<br />SERP #6<br />
    51. 51. 100% Brickell Motors controlled or Owned sites<br />SERP #7<br />
    52. 52. 100% Brickell Motors controlled or Owned sites<br />SERP #8<br />
    53. 53. 100% Brickell Motors controlled or Owned sites<br />SERP #9<br />
    54. 54. 100% Brickell Motors controlled or Owned sites<br />SERP #10<br />
    55. 55. Facebook Advertising?<br />Set Up a “Profile” for each Dealer/Owner<br />Create a “Group” for your Franchise/Brand<br />Create a “Fan Page” for your Community<br />Post Links to dealer eCommerce site content items<br />
    56. 56. Ads were seen 7,201,334 times by Facebook members who live near the dealership…<br />1,730 of those Facebook members clicked on one of the two Facebook display advertisements…<br />$1,595.25 spent for the Facebook Ad Campaigns, each customer visit to our community site or Fan page cost 92 cents (CPC).<br />To show Facebook members our dealership ads each 1,000 times (CPM), cost 22 cents…<br />
    57. 57. My Approach<br />Customers are expecting more<br />The Internet has become mainstream<br />We are the #1 rated dealership online<br />
    58. 58. Brickell Performance<br />Honda<br />
    59. 59. Brickell Performance<br />GM<br />
    60. 60. Brickell Performance<br />BRICKELL MOTORS Growth<br />2001 to Present<br />
    61. 61. 12 Examples of Integrating Social Media with Traditional Marketing<br />QR Code on Back of Business Cards – department landing pages<br />Add Facebook/Twitter/Ning Widget /plugins to website or blog<br />Show Twitter stream on website – Dealer name as search term<br />Use buttons in footer, contact us page and sidebar of  website<br />Add Share/Like/Tweet buttons on inventory listings in website<br />Include links on your business cards<br />Include info in email signature file<br />Add Social Hub URL to voice mail messages (office and cellphone)<br />Include Social Hub URL info on invoices and receipts<br />Incorporate Social Hub URL in radio and television commercials<br />Add Social Hub URL to all printed brochures and catalogs<br />Include articles/content info in monthly eNewsletters<br />
    62. 62. 13 More Examples of Integrating Social Media with Traditional Marketing! (25)<br />Place Facebook/Twitter logos on t- shirts, canvas bags, umbrellas, hats<br />Include Facebook/Twitter/Ning info on menus and place mats<br />Include on lease vs buy comparison proposals and worksheets<br />Add Facebook/Twitter/Ning info on billboards<br />Include Facebook/Twitter/Ning info with hours on showroom doors<br />Add Facebook/Twitter/Ning everywhere phone number is listed<br />Include on autoshow displays<br />Add to collateral marketing pieces (pens, notepads, rulers, etc)<br />Add links to other social networking profiles (Facebook, Twitter, LinkedIn, Foursquare, Yelp, Ning, Knowem, Google, Bing, Yahoo)<br />Include links in PowerPoints/PDF’s loaded onto Slideshare.net<br />Include links on YouTube uploads using annotations<br />Include social networking links within targeted Direct Mail campaigns<br />Remind customers to follow you when they call service/parts<br />
    63. 63. Thank You<br />
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