Creating Desirable ContentPublic Facing Customer Reviews and Ratings Philosophy
Richard Bustillo        General Manager    Rick Case Honda in DavieTLS Automotive Social Media Summit            June 2012
Overview• Perspective  About Rick Case Honda• Finding Point A  Discovering the What, The Who and The How• Journey To Point...
PerspectiveAbout Rick Case Honda of Davie
Rick Case Honda
Largest Dealership In Florida
Six Stories of Inventory
Great Team!President’s Award 4 Years In A Row
Going to theNextLevel…We are #1in theSoutheast.
Our Goal is to be #1 in America!
Finding Point ADiscovering the What, the Who and the How
Looking For The Magic PillWe evaluated EVERYTHING….   Every Department   Every Manager   Every Compensation Plan   Eve...
Looking For The Magic PillWhat We Did…   Simplified The Customer Experience       Tore down “walls” between departments...
Reinventing The Customer Experience5 Departments – 5 Customers         One Dealership – One Customer   New Cars   Used Car...
Integrated Marketing & Communication
Benefits   Easy for customer to move from one department to another   Higher performance from employees        Many Thin...
Showroom
Service Waiting Area
Waiting Areas
Used Cars Hang TagView from one of our gas pumps
Car Wash Line
Amazing Results   Customer-pay RO counts up over 30%.   30% increase in monthly service customers (with average customer...
PROBLEMIf this was how customers saw our “Real World” Dealership…
PROBLEMThis is how customers saw us online.
PROBLEM Out-Dated Posts Negative Content No Substance Lack of Response No Consistent social media Strategy Lack of C...
PROBLEM NUMBER ONE:                                      Rating results in dealership                                     ...
PROBLEM NUMBER ONE:                                      Rating results in dealership                                     ...
Journey To Point BDeveloping An Effective Social Media Strategy
Social Media SWOT                                                                              WEAKNESSES  Large database ...
Guidelines For Strategy   Had to be good for the customer, and good for the    dealership   Had to be authentic (no gimm...
Strategy For Social Reach       Our Dealership       We are committed to delivering       a 5-Star customer experience    ...
Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aw...
Creating Desirable ContentPublic Facing Customer Information about Trade-In Appraisal Process
Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aw...
Capturing Customer Feedback              Using the sales process to turn awkward time into productive time. 1            2...
Google ties Reviews into Consumer Search Results
Google Page One100% controlled by Rick Case Honda
Google Page One (second half)100% controlled by Rick Case Honda                                     SERP #1.5
Google Page Two100% controlled by Rick Case Honda                                     SERP #2
Google Page Three100% controlled by Rick Case Honda                                     SERP #3
Google Page Four100% controlled by Rick Case Honda                                     SERP #4
Part Two: Automated Follow UpTouching every customer.
Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aw...
Social Media DashboardProvides centralized account/profile access
Social Media DashboardAllows us to see where we need work
Social Marketing
Social Marketing
Social Marketing        Business ListingsPhone Flow
THANK YOU                    DEALERSHIP SPONSORED                                SOCIAL NETWORK                           ...
Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aw...
Facebook Watch   Multiple Persons with Admin    Rights to Facebook   Scheduled Responsibility              Negative Post...
Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aw...
Teach Employees how to promote your dealership
THANK YOU
THANK YOU
THANK YOU
THANK YOU
Remember Our Goal?
Social Media Helped Put Us On Top   Show screen shot of top       position here.
Moving ForwardThe Future Of Social Media For Rick Case Honda
Results•   “Likes” – 2,110•   Social Reach – over 480,000•   Increase in Page 1 Google online market    share rankings•   ...
THANK YOU
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Rick Case Honda Social Media - Richard Bustillo

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Rick Case Honda Social Media - Richard Bustillo

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  • Automated – coming from sales managerNOTE: Ite used to be that we sent and email to get an email (Bulk email out – small number back). Now we send emails to get customers to interact with 3rd parties – so we see it along with the world.
  • 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.
  • Sharon – the title needed to be removed completely from this slide and the graphic needs to be enlarged to fill the entire page. It’s the only way to make this slide work.
  • Rick Case Honda Social Media - Richard Bustillo

    1. 1. Creating Desirable ContentPublic Facing Customer Reviews and Ratings Philosophy
    2. 2. Richard Bustillo General Manager Rick Case Honda in DavieTLS Automotive Social Media Summit June 2012
    3. 3. Overview• Perspective About Rick Case Honda• Finding Point A Discovering the What, The Who and The How• Journey To Point B Building an effective social media strategy• Moving Forward The future of social media for Rick Case Honda
    4. 4. PerspectiveAbout Rick Case Honda of Davie
    5. 5. Rick Case Honda
    6. 6. Largest Dealership In Florida
    7. 7. Six Stories of Inventory
    8. 8. Great Team!President’s Award 4 Years In A Row
    9. 9. Going to theNextLevel…We are #1in theSoutheast.
    10. 10. Our Goal is to be #1 in America!
    11. 11. Finding Point ADiscovering the What, the Who and the How
    12. 12. Looking For The Magic PillWe evaluated EVERYTHING…. Every Department Every Manager Every Compensation Plan Every Process Every Vendor
    13. 13. Looking For The Magic PillWhat We Did… Simplified The Customer Experience  Tore down “walls” between departments Simplified Our Messaging  Consistent Branding in every department  One core message
    14. 14. Reinventing The Customer Experience5 Departments – 5 Customers One Dealership – One Customer New Cars Used Cars Rick Case VS Service Honda Internet Parts One Way Communication Two Way Communication
    15. 15. Integrated Marketing & Communication
    16. 16. Benefits Easy for customer to move from one department to another Higher performance from employees Many Things One Thing VS Prone To Constant Mistakes Improvement
    17. 17. Showroom
    18. 18. Service Waiting Area
    19. 19. Waiting Areas
    20. 20. Used Cars Hang TagView from one of our gas pumps
    21. 21. Car Wash Line
    22. 22. Amazing Results Customer-pay RO counts up over 30%. 30% increase in monthly service customers (with average customer spend of $350.00 per visit). 148% increase in Service Drive Sales - from 45 (2011 Average) to 105 (May 2012). Overall used car business up over 50%. Huge lift in CPO sales - went from 16th to 4th in nation for CPO sales (over 135 CPO units per month) New Service Revenue from certifying cars bought from service lane ($1,300 per RO). This is not about marketing. creating a formula that delivers a This is about Consistent, Positive Customer Experience…
    23. 23. PROBLEMIf this was how customers saw our “Real World” Dealership…
    24. 24. PROBLEMThis is how customers saw us online.
    25. 25. PROBLEM Out-Dated Posts Negative Content No Substance Lack of Response No Consistent social media Strategy Lack of Content This Was Point A
    26. 26. PROBLEM NUMBER ONE: Rating results in dealership financing lead to competitor We Spent $$$$$ To Build Brand With Customers Customer sees ad and Search results show ratings searches for dealership on for all dealers in that market Google
    27. 27. PROBLEM NUMBER ONE: Rating results in dealership financing lead to competitor We Spent $$$$$ To Build Brand With Customers Not Acceptable! Customer sees ad and Search results show ratings searches for dealership on for all dealers in that market Google
    28. 28. Journey To Point BDeveloping An Effective Social Media Strategy
    29. 29. Social Media SWOT WEAKNESSES Large database – over 100k customers STRENGTH  Lack Of Understanding Great “real world” reputation S W  No Social Media Strategy S Great facilities (1,000 visitors per day)  No Reliable Vendor Partners 400 Quality Employees  Lack of Consistency Unique Buying Proposition In-house Video Production Company  Negative content on social sites OPPORTUNITIES Leverage production company to  Small Digital Signaturepromote Rick Case Honda culture and  Dated Product O T THREATScompetitive advantages  Competition from Hyundai and Ford Take advantage of new technologies  New VW dealership next door Leverage employee relationships
    30. 30. Guidelines For Strategy Had to be good for the customer, and good for the dealership Had to be authentic (no gimmicks) Had to generate productive, local interaction Had to be system driven – not dependent on the talent of a single person Had to be sustainable Had to be consistent with our culture and integrated marketing/ communication strategy
    31. 31. Strategy For Social Reach Our Dealership We are committed to delivering a 5-Star customer experience Our Employees We have over 400 employees. 200 assisted with our last social media campaign. Our Customers Over 1,000 customers visit the Rick Case Campus EVERY DAY! Friends & Followers Relationships generated by our employees and customers
    32. 32. Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aware of our advantages. Click next slide for video example
    33. 33. Creating Desirable ContentPublic Facing Customer Information about Trade-In Appraisal Process
    34. 34. Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aware of our advantages.Create processes around encouraging and facilitating customergenerated content – ie: Comments, Posts, Reviews and Ratings
    35. 35. Capturing Customer Feedback Using the sales process to turn awkward time into productive time. 1 2 3 4 5 6 Ask To PublishRate Detect Address Collect Post To SocialDealership Negative Concerns Review Facebook Sites & Twitter
    36. 36. Google ties Reviews into Consumer Search Results
    37. 37. Google Page One100% controlled by Rick Case Honda
    38. 38. Google Page One (second half)100% controlled by Rick Case Honda SERP #1.5
    39. 39. Google Page Two100% controlled by Rick Case Honda SERP #2
    40. 40. Google Page Three100% controlled by Rick Case Honda SERP #3
    41. 41. Google Page Four100% controlled by Rick Case Honda SERP #4
    42. 42. Part Two: Automated Follow UpTouching every customer.
    43. 43. Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aware of our advantages.Create processes around reducing/ preventing negative contentand generating positive contentLeverage technology to reduce effort and maximize exposure
    44. 44. Social Media DashboardProvides centralized account/profile access
    45. 45. Social Media DashboardAllows us to see where we need work
    46. 46. Social Marketing
    47. 47. Social Marketing
    48. 48. Social Marketing Business ListingsPhone Flow
    49. 49. THANK YOU DEALERSHIP SPONSORED SOCIAL NETWORK (community) Rick Case Story, Article or News
    50. 50. Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aware of our advantages.Create processes around reducing/ preventing negative contentand generating positive contentLeverage technology to reduce effort and maximize exposurePrepare for real-time opportunities - Social Media is theCustomer Centric CRM (Social Media as the new CRM app)
    51. 51. Facebook Watch Multiple Persons with Admin Rights to Facebook Scheduled Responsibility Negative Post First Response in <10 Minutes Escalated – Manager Engaged Issue Addressed – Customer Happy Another Win For Rick Case Honda
    52. 52. Our Social Media StrategyUse our video production facilities to increase our digital footprint andmake online customers aware of our advantages.Create processes around reducing/ preventing negative contentand generating positive contentLeverage technology to reduce effort and maximize exposurePrepare for real-time opportunities - Social Media is theCustomer Centric CRM (Social Media as the new CRM app)Engage employees and Leverage employee relationships
    53. 53. Teach Employees how to promote your dealership
    54. 54. THANK YOU
    55. 55. THANK YOU
    56. 56. THANK YOU
    57. 57. THANK YOU
    58. 58. Remember Our Goal?
    59. 59. Social Media Helped Put Us On Top Show screen shot of top position here.
    60. 60. Moving ForwardThe Future Of Social Media For Rick Case Honda
    61. 61. Results• “Likes” – 2,110• Social Reach – over 480,000• Increase in Page 1 Google online market share rankings• Increase in website visits• # video views on automotive community sites
    62. 62. THANK YOU
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