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    Digital dealer aaol presentation aaisp Digital dealer aaol presentation aaisp Presentation Transcript

    • Consumers Own The Dealership Of Tomorrow, Today; So … Get To Know Your New Boss!
      Monetizing social networking is the challenge of the day and this session will feature new technologies and consumer-centric solutions to put your customers to work for you.
      Presented by
      Philip Zelinger
      President & CEO of
    • WHAT TO EXPECT IN THIS SEMINAR!
      • Learn What Was, What Is & What Will Be in Social Media!
      • Discuss Social networking and blogging vs. digital marketing to maximize S.E.O. and W.O.M.O.
      • Understand the differences offered by existing social networking communities and how to maximize your R.O.I.
      • Review new technologies and applications to monetize social media with verifiable R.O.I.
    • WHAT CHANGED - WHY - AND WHAT TO DO ABOUT IT!
      • The Internetreplaced the Dealer as the information resource BUT human nature survived and social media puts people in the process
      • Search engines love RELEVANCY because their customers do
      • Technology drives industry - consumers seek the path of least resistance to achieve “transparency” in a market driven process
      • Make friends – not customers – with S.E.O & W.O.M.O.
      • Reputation management + online community referrals
    • SOCIAL NETWORKING – BUILDING RELATIONSHIPS
      • TWITTER AND TOOLS – Similar to “text messaging”
      • Diaries: #1 Face Book #2 MySpace #3 Bebo
      • Professional: LinkedIn, Naymz, Plaxo
      • General: Bebo, Friendster, hi5, Orkut, PerfSpot, Yahoo!360, Zorpia, Nitblog – look them up!
    • Twitter Tools
      Contact Management, Twitter For Bloggers, Search And Directories, Time Savers and Productivity, Desktop Software, etc.
      Hundreds of tools exist with more on the way. These are some of the best of the best in each category::
      Contact Management – Tweet Beep – workslike Google Alerts; Twubble – creates a “friends graph” to select likely followers
      Plug in Tweets to your Blogs with Twitter Tools and Twitter for Wordpress
      Search key words and potential tweets with Twitter Search and Twellow
      Save time and increase productivity with Tweet Later and Remember the Milk
      Maximize your tweets with URL shorteners like Snip URL and Tiny URL
      Manage your account with backup from TweetTake and Qwitterto contact you via email when you lose a follower
      Track your R.O.I. and links with TweetBurner, TweetStats & twInfluence
      Tweet to the Mobile world with Twittelator for iPhones and TwitterBerry
      Other great tools: Twitter Digest, Twittad, TwitterIM and Twitturly-think Digg meets Twitter!
      4/23/2010
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    • BLOGGING
      Dealer sites with customer content + Micro- sites to targeted audiences and local SEO/SEM
      Template solutions like WordPress & Ning
      Contribute to online publications
      Reply to related posts and forums with links
      Post to community forums – not only auto
      Extend the message into “press releases”
      4/23/2010
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    • Facebook and Twitter Making a Major Impact on Purchase Decisions
      Facebook or Twitter are significantly more likely to buy products and services or recommend the brand to a friend.
      Consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook().
      They’re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do it on Facebook
      Social media is a competitive advantage for those that are participating, and a major weakness for those that aren’t.
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    • Average American Spent 7 hours on Facebook in January
      4/23/2010
      Nielson Company
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    • 44% of Social Sharing on the Web Is Driven by Facebook
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      TechCrunch
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    • Facebook Yanks Number 2 Spot From Yahoo
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      Compete.Com Report
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      Pysychological Science
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      Faking It on Facebook Is Rarer Than Previously Imagined
      The findings from a recent research study conducted by the journal Psychological Science, show that instead of “faking it” online, people are much more llikey to reveal their true selves online and not the idealized image of who they want to be.
      A largely held assumption (supported by analysis) suggests online profiles are less than truthful when looking at true personalities of the users, and the researchers in this study set out to test that hypothesis. “There has been no research on the most fundamental question about OSN (online social networking sites) profiles,” notes the report. “Do they convey accurate impressions of profile owners?”
      The conclusion of the report was very surprising to most. The report states, “These results suggest that people are not using their OSN profiles to promote an idealized virtual identity. Instead, OSNs might be an efficient medium for expressing and communicating real personality, which may help explain their popularity.”
      The study focused on both MySpace and Facebook; however, the popular site Read Write Web stated that the “real personality” results were more likely to been seen on Facebook than other social sites.
      They pointed out that because it only allows the use of your legal name and due to its long-standing privacy controls, Facebook“provided its users with a sense of safety, security and comfort—they could be themselves—their real selves, flaws and all, without the world watching.”
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      The Harvard Business Review
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      Facebook Boosts Sales and Customer Loyalty
      “How much do businesses really influence consumers when they launch pages on the site to attract ‘fans’ and pepper them with messages and offers?”
      To gauge the effectiveness of Facebook fan pages, the study used one company’s page to measure the effect on customer behavior.
      For the experiment, the researchers partnered with Dessert Gallery (DG), a popular Houston-based bakery and café chain. They first emailed over 13,000 customers from their mailing list to gather store evaluations and information on shopping behavior.
      Then they launched the fan page and invited the mailing list to the page.  Over the course of three months, the company “updated its page several times a week with pictures of goodies, news about contests and promotions, links to favorable reviews, and introductions to DG employees.”
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      The Harvard Business Review
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      Those who replied to both surveys and had become fans stood out as their best customers.
      Here’s the breakdown of the findings of their new fans:
      • Store visits per month increased after people became fans.
      • The new fans generated more positive word of mouth than nonfans.
      • They went to DG 20% more often than nonfans.
      • Fans gave the store the highest share of their overall dining-out dollars.
      • They were the most likely to recommend DG to friends and had the highest average Net Promoter Score—75, compared with 53 for Facebook users who were not fans and 66 for customers not on Facebook.
      • DG fans also reported significantly greater emotional attachment to DG—3.4 on a 4-point scale, compared with 3.0 for other customers.
      • Fans were the most likely to say they chose DG over other establishments whenever possible.
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      Online word of mouth - conceptual framework
      Research has shown that a small group of people can have a substantial influence on the majority. The same is true in online communities.
      The highly influential posters, whom Krishnamurthi and his colleagues call “mavens,” tend to have an especially intense interest in the brand, either positive or negative.
      Because of this intense interest, they are more likely to advocate a strong opinion, which has a much bigger influence on potential purchasers than does the opinion of the average user.
    • One in Five People Use Twitter
      Nearly one in five (19%) online Americans now uses Twitter or a similar service to post and share updates about themselves, or to see updates about others, according to the latest survey data from the Pew Internet & American Life Project.
      This figure represents a significant increase over previous surveys that reported on Twitter use. Research in in December 2008 and April 2009 from Pew found that only 11% of internet users preported using a status- update service, while a similar study by Harris Interactive in March/April of 2009 found that number to be even lower, at 5%.
      4/23/2010
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      © JM Dealer Services, Inc. 2007. All rights reserved.
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      Do’s and Don’ts of Social Media Marketing for Car Dealers
      Social media marketing (SMM) may appear like child’s play, so easy that a typical
      Internet Sales Manager should be able to handle it.
      Create a bunch of social network and blog website accounts and profiles, Post a few blogs, then Digg a little, Stumble upon a bit and you are set, right?
      Wrong! That is the exact attitude that can kill your automotive social media campaigns
      before you even begin to take action or create your first few social media profiles.
      Approaching social media marketing and the social web in general with a complacent or lackadaisical attitude definitely won’t help your dealership get anything useful out of it. Social media, as much ‘fun’ as it is, is not without general principles, guidelines and rules.
      Successful social media marketing for car dealers is possible only if the resources assigned to execute, pro or novice, are willing to do the work and invest the necessary TIME... Again, invest the TIME REQUIRED TO DO IT RIGHT... And your people need to follow the following rules. So, read on and make sure you and your people Do the "Do's" and avoid the "Don'ts".
    • Why Your Social Media Strategy is "Failing" How are you measuring its success?
      1. Dealers are not leveraging their social assets properly.Social media is user generated content. Join the communities where your customers are, or create your own destinations, and share quality content.
       
      Most dealerships are not geared to be content producers, so they do what comes easy, sharing inventory and sale information. This is bad, it's akin to SPAM.
      You MUST create content that customers want and need. Your success in social media is directly proportionate to your ability to create good content. If people aren't engaging you on social media sites, its because your content doesn't cut it.
      Hint:  Fixed Operations is your greatest opportunity to engage customers in the social web.
      4/23/2010
      by Jared Hamilton, CEO and Founder, DrivingSales.com
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    • Dealers are looking for ROI in the wrong places.
      Dealers simply look at leads generated directly from Facebook or Twitter. Lead Generation is not the primary benefit of social media, look elsewhere if you want to make your efforts pay off on paper quickly.
       
      Rather than looking at social media ONLY as a direct lead generator, look at its traffic value to your other properties.
      Use tracking URLs and analytics to see which how much traffic you are generating from your social activities. This will also help you learn which content resonates well with your audience. 
      Let your website be the lead generating machine.
      4/23/2010
      by Jared Hamilton, CEO and Founder, DrivingSales.com
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    • Dealers are looking for ROI in the wrong places.
      Use social media to stay in touch with customers & move them down the funnel.
      Use social media sites to help you dominate the search engines by getting your profiles, blogs and ratings to rank well.
      Use advanced SEO tools to track the value of the links you use in social media back to your sites. Links on the web are like votes, and when used properly, they can help “vote” your website to the top of the search rankings. 
      Use social media to connect with and create loyal customers. Educate them on how to get the most out of their vehicles or connect with enthusiasts.
      Make your dealership a hub for their experience with their car.
      4/23/2010
      by Jared Hamilton, CEO and Founder, DrivingSales.com
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    • Dealers are looking for ROI in the wrong places.
      To judge your effectiveness, watch your friend/follower numbers and match them to how many actually return for service based on your CRM system.
      Watch who shares your content with their followers and learn who your most influential customers are. Then, cater to these people and make it easy for them to share.
      The social web is amazing. It mirrors the real world on the computer screen. Think of how you would act at a social event, representing your dealership, and act that way online.
      4/23/2010
      by Jared Hamilton, CEO and Founder, DrivingSales.com
      20
    • MONETIZING SOCIAL NETWORKING
      Time is money – staff, facilities, utilities, software, etc…. costs money and impact R.O.I.
      Technology and processes provide efficiencies to improve R.O.I.
      Leveraged resources are the solution to maximizing R.O.I.
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      Ronsmap Video
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      DealerMouth Video
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    • Crash through the glass wall and make a friend in order to make a sale!How?Customer Interaction Platforms That Answer Customer’s Questions Before They Ask Any!AutoTransaXion – DealerWebsitePlus
    • Engage, Interact and Sell…
      The Solution…(Argistics)
      What’s In It?...
      • Live Video Chat for “face to face” engagement and Interaction
      • DMS Integration on the fly inventory look up
      • CRM Integration for lead collection and tracking
      • Flash/Streaming Video
      • Appointment Setting
      • Push/Pull Desking Tools
      • Credit Application
      • Trade Valuation
      • Buyers Order
      • Payment Options
      • Other forms and Documents
    • Click to Connect
      Engage, Interact and Sell…
      Web Page
      Chat Engagement Buttons
    • Engage, Interact and Sell…
      Initial Customer Engagement
      • Opening Form Set
      • Customizable
      • CRM Feed
      • Saved Data
    • Initial Customer Engagement
      Engage, Interact and Sell…
      Connection Wait Screen
      • Customizable Welcome Message
      • Any Opening Video Message
      • Educate
      • Entertain
      • Engage
    • Connected Engagement
      Engage, Interact and Sell…
      Buyers Interface
      Video, audio and text chat interaction
      Customizable opening content
    • Connected Engagement
      Engage, Interact and Sell…
      Dealer/Agent Interface
      Video, audio and text chat interaction
      Application Controls
      Control Preview
    • Engage, Interact and Sell…
      Customer Interface(DMS Integration / Trade Information)
      DMS Integration Fields
      DMS Pics and Movies
      • Change on the fly
      • Associate by VIN / Stock #
      Buyers Trade In information
      • Customizable fields
      • Uploadable pics/movies
    • Engage, Interact and Sell…
      Dealer/Agent Interface(DMS Integration / Trade Info)
      DMS Lookup and Preview
      Buyers Trade Info Review
    • Engage, Interact and Sell…
      Appointment SettingDealer / Agent Customer
    • Engage, Interact and Sell…
      Web Content Sharing(Linked)
      Dealer/Agent Interface Buyer/Customer Interface
      New Window
    • Videos on the Fly
      Engage, Interact and Sell…
      Dealer/Agent Interface Buyer/Customer Interface
      • OEM New Vehicles
      • CPO
      • Dealer Message
      • Local Commercial
      • Internet Message
    • Document and File Sharing(Non web based documents and files)
      Engage, Interact and Sell…
      Share Saved Documents and Files
      • PDF Files
      • Word Documents
      • Excel Files
      • F&I Forms
      • Title Documents
      • And More…
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      Engage, Interact and Sell…
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      1
      Your website and engagement link on The Kiosk
      Customers engage with the dealership about the vehicles instantly through live video chat!
      No Email, No Phone, No Onsite Resources!
      AutoTransaXion Kiosk Placed in Off Site Showrooms and High Traffic Areas…Malls, Events, Membership Warehouses, etc.
      Immediate Engagement and Information sharing.
      Transparency!
      Internet / BDC Team can set appointments, take credit apps and more for customers, bringing real value to your marketing dollars!
      3
      AutoTransaXion Kiosk Customer Engagement Program
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      Engage, Interact and Sell…
      In Store AutoTransaXion Kiosk
      Build Group Brand Strength by continuing on line customer engagement in the “brick and mortar”
      Keep uncommitted buyers in the group by scheduling them for appointments across brands
      Give sales people incentives to schedule customers at other brands within the group
      ABC Motors
      Internet Department
      Domestic Brand
      ABC Motors
      Internet Department
      Import Brand
      ABC Motors
      BDC
      AutoTransaXion Kiosk Program for Dealer Group Cross Branding
    • Engage, Interact and Sell…
      Put Together All Pieces of The Sales Process
      Virtual Showroom / Website
      BDC answers “Chat” lead as a phone up
      Freeing up sales team
      Outsourced BDC
      AutoTransaXion OBDC seamlessly integrates with your internal processes
      Web Lead to Customer
      • Website lead
      • CRM / DMS Integration
      • Customer Info collected
      • 24/7, 365 Showroom
      • BDC sets appointments
      • BDC sells vehicle using AutoTransaXion desking tools
      • Higher conversion / Immediate ROI
      • Customer drops off trade and picks up new purchase
      AutoTransaXion Outsourced BDC Program
    • Auto Website Plus is totally
      Customizable!
      Dealers Logos, Chat Request
      Icons, Proactively Greet Each
      Customer and Custom Text
      Messaging!
      Multiple Language Support
      Our Live Chat Software supports Multiple Languages allowing your site visitors to communicate with your support operators in the language of their choice. We currently provide support for the following 14 languages:
      English, German, Spanish, French, Italian, Portuguese, Russian, Greek, Dutch, Swedish, Japanese, Chinese, Korean, Arabic
    • 3rd party tracking, add as many 3rd party lead providers and pay per click Google, Yahoo, Auto Trader, Cars etc.
      Tracks all incoming traffic from 3rd party lead providers!
    • Weekly and Monthly recap
      With comparison of previous months activity!
      # of visits, # of chats, % of
      Improvement!
    • Customer Chat Interface Dealer panel shows all Visitor Detail, # of visits, complete chat histories, call back requests, pages viewed.
    • Social Networking With You Tube
      Internet shoppers use search engines to facilitate their shopping seeking relevancy
      Relevancy requires transparency
      Transparency requires efficient delivery of the requested information – VIDEO RULES!
      You Tube has a growing audience of online shoppers that is only rivaled by Google
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