Digital dealer aaol presentation aaispPresentation 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
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 5
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 6
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. 4/23/2010 7
Average American Spent 7 hours on Facebook in January 4/23/2010 Nielson Company 8
44% of Social Sharing on the Web Is Driven by Facebook 4/23/2010 TechCrunch 9
Facebook Yanks Number 2 Spot From Yahoo 4/23/2010 Compete.Com Report 10
4/23/2010 Pysychological Science 11 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.”
4/23/2010 The Harvard Business Review 12 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.”
4/23/2010 The Harvard Business Review 13 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.
4/23/2010 14 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 15
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 17
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 18
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 19
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. 21
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
Push/Pull Desking Tools
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
Initial Customer Engagement Engage, Interact and Sell… Connection Wait Screen
Customizable Welcome Message
Any Opening Video Message
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
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
Document and File Sharing(Non web based documents and files) Engage, Interact and Sell… Share Saved Documents and Files
4/23/2010 Engage, Interact and Sell… 2 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
4/23/2010 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
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 4/23/2010 82