Digital Dealer Social Media Bonus Session

Leveraging Social Media to Attract Car Buyers and Service Customers Digital Dealer Conference Automotive Social Media Bonus Session October 7, 2011 Ralph Paglia Vice President – Digital Tier10 Marketing

Leveraging Social Media to Attract More Customers for Less
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

Brickell Motors Integrated Social Media Marketing

Cultural Shift
The Social Web/UGC Shift is a Fundamental Change in American Society, Culture and Media Consumption Characteristics…

Social Media Dashboard Provides centralized account/profile access and monitoring

MyMiamiHonda.com

BrickellHonda.com

Phone Flow

Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow) Brickell Honda Story, Article or News DEALERSHIP SPONSORED SOCIAL NETWORK (community)

Social Media Marketing Tools and Analytics

Manage Your Current Profiles

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…

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!

SLIDESHARE.NET
The professional marketer’s secret weapon now has lead generating capabilities!

www.Slideshare.net/Brickell_Honda

Does your Facebook Page represent your dealership’s brand and current promotions?

www.Facebook.com/BrickellHonda

Send an Update www.Facebook.com/BrickellHonda 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…

www.Facebook.com/BrickellHonda

2012 Civic Give Away

Does your YouTube Channel represent your dealership’s brand and current promotions?

Content Distribution Hub Site
Application Layer Integration
Automated Syndication (RSS/widgets)
User Triggered Syndication
Manual Placement (copy & paste)
www.MyMiamiHonda.com

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!

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…

What about Search Engines?
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”!

SERP #1

SERP #1.5

SERP #2 100% Brickell Motors controlled or Owned sites

Facebook Advertising?
Set Up a “Profile” for each Dealer/Owner
Create a “Group” for your Franchise/Brand
Create a “Fan Page” for your Community
Post Links to dealer eCommerce site content items

Ads were seen 7,201,334 times by Facebook members who live near the dealership… 1,730 of those Facebook members clicked on one of the two Facebook display advertisements… $1,595.25 spent for the Facebook Ad Campaigns, each customer visit to our community site or Fan page cost 92 cents (CPC). To show Facebook members our dealership ads each 1,000 times (CPM), cost 22 cents…

Brickell’s Approach
Customers are expecting more
The Internet has become mainstream
We are the #1 rated dealership online

Honda Brickell Performance MAY Year To Date Total 2011 2010 %+/- Potamkin Honda 390 381 2.36% Delray Honda 768 768 0.00% Pompano Honda 721 895 -19.44% Honda South 920 1007 -8.64% Braman Honda 1699 1862 -8.75% Maroone Honda-Broward 852 1040 -18.08% Braman of Palm Bch. 892 1057 -15.61% Coral Springs Honda 1296 1280 1.25% Ed Morse-Lake Park 888 908 -2.20% Maroone Honda Miami 1265 1464 -13.59% Largo Honda 651 697 -6.60% Brickell Honda 931 841 10.70% Coggin Honda 272 0 #DIV/0! Holman Honda 579 555 4.32% Johnson Honda 457 0 0 Rick Case Honda 1926 1862 3.44% TOTAL 14,507 14,617 -0.75% Year Total 2010 2009 %+/- 877 1170 -25.04% 1819 1310 38.85% 2025 2048 -1.12% 2367 2345 0.94% 4458 3866 15.31% 2289 2492 -8.15% 2381 2354 1.15% 3100 2993 3.58% 2286 2225 2.74% 3585 2953 21.40% 1615 1763 -8.39% 2086 1700 22.71% 1403 1307 7.35% 158 0 #DIV/0! 4801 4593 4.53% 35,250 33,119 6.43% Year Total 2008 2009 %+/- 1293 1170 -9.51% 1377 1310 -4.87% 2693 2048 -23.95% 2847 2345 -17.63% 4632 3866 -16.54% 3022 2492 -17.54% 2538 2354 -7.25% 3473 2993 -13.82% 2358 2225 -5.64% 3983 2953 -25.86% 1902 1763 -7.31% 1362 1700 24.82% 1548 1307 -15.57% 5000 4593 -8.14% 38,028 33,119 -12.91%

GM Brickell Performance MAY YEAR TO DATE TOTAL 2011 2010 %+/- Palm CBG 0 85 -100.00% Brickell BPG 260 158 64.56% Carl's BPG 175 164 6.71% Coral Springs BPG 210 96 118.75% DeVoe BPG 0 198 -100.00% Dixie BPG 0 176 -100.00% Doral BPG 241 178 35.39% Ed Morse Sawgrass 200 160 25.00% Linus KBG 103 72 43.06% Schumacher BPG 286 196 45.92% Schumacher CBPG 304 265 14.72% Sheehan PG 400 348 14.94% Sherwood BPG 268 180 48.89% Vera BG 211 157 34.39% Roger Dean 118 0 0 Lehman BPG 139 0 0 Williamson BPG 294 160 83.75% TOTAL 3,209 2,593 23.76% YEAR TOTAL YEAR TOTAL 2010 2009 %+/- 2009 2008 %+/- 168 124 35.48% 409 234 74.79% 234 317 -26.18% 419 315 33.02% 302 279 8.24% 331 551 -39.93% 395 462 -14.50% 352 477 -26.21% 455 396 14.90% 399 501 -20.36% 458 314 45.86% 213 210 1.43% 597 438 36.30% 702 463 51.62% 903 578 56.23% 803 958 -16.18% 494 335 47.46% 446 112 298.21% 189 236 -19.92% 61 0 #DIV/0! 42 100 -58.00% 100 250 -60.00% 524 193 171.50% 6,940 5,492 26.37% 2,518 3,866 -34.87%

BRICKELL MOTORS Growth 2001 to Present Brickell Performance

12 Examples of Integrating Social Media with Traditional Marketing
QR Code on Back of Business Cards – department landing pages
Add Facebook/Twitter/Ning Widget /plugins to website or blog
Show Twitter stream on website – Dealer name as search term
Use buttons in footer, contact us page and sidebar of website
Add Share/Like/Tweet buttons on inventory listings in website
Include links on your business cards
Include info in email signature file
Add Social Hub URL to voice mail messages (office and cellphone)
Include Social Hub URL info on invoices and receipts
Incorporate Social Hub URL in radio and television commercials
Add Social Hub URL to all printed brochures and catalogs
Include articles/content info in monthly eNewsletters

13 More Examples of Integrating Social Media with Traditional Marketing! (25)
Place Facebook/Twitter logos on t- shirts, canvas bags, umbrellas, hats
Include Facebook/Twitter/Ning info on menus and place mats
Include on lease vs buy comparison proposals and worksheets
Add Facebook/Twitter/Ning info on billboards
Include Facebook/Twitter/Ning info with hours on showroom doors
Add Facebook/Twitter/Ning everywhere phone number is listed
Include on autoshow displays
Add to collateral marketing pieces (pens, notepads, rulers, etc)
Add links to other social networking profiles (Facebook, Twitter, LinkedIn, Foursquare, Yelp, Ning, Knowem, Google, Bing, Yahoo)
Include links in PowerPoints/PDF’s loaded onto Slideshare.net
Include links on YouTube uploads using annotations
Include social networking links within targeted Direct Mail campaigns
Remind customers to follow you when they call service/parts

Digital Dealer Social Media Bonus Session

by Ralph Paglia on Oct 09, 2011

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Digital Dealer Social Media Bonus Session — Presentation Transcript