Richard Bustillo        General Manager    Rick Case Honda in DavieTLS Automotive Social Media Summit            June 2012
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
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    ...
Capturing Customer Feedback              Using the sales process to turn awkward time into productive time. 1            2...
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...
THANK YOU
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Rick Case Honda social media SWOT

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Rick Case Honda social media SWOT

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Rick Case Honda social media SWOT

  1. 1. Richard Bustillo General Manager Rick Case Honda in DavieTLS Automotive Social Media Summit June 2012
  2. 2. Finding Point ADiscovering the What, the Who and the How
  3. 3. Looking For The Magic PillWe evaluated EVERYTHING…. Every Department Every Manager Every Compensation Plan Every Process Every Vendor
  4. 4. 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
  5. 5. 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
  6. 6. Integrated Marketing & Communication
  7. 7. PROBLEMIf this was how customers saw our “Real World” Dealership…
  8. 8. PROBLEMThis is how customers saw us online.
  9. 9. PROBLEM Out-Dated Posts Negative Content No Substance Lack of Response No Consistent social media Strategy Lack of Content This Was Point A
  10. 10. PROBLEM NUMBER ONE: Rating results in dealership financing lead to competitor We Spent $$$$$ To Build Brand With Customers Customer sees ad and Search results show ratings searches for dealership on for all dealers in that market Google
  11. 11. PROBLEM NUMBER ONE: Rating results in dealership financing lead to competitor We Spent $$$$$ 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
  12. 12. Journey To Point BDeveloping An Effective Social Media Strategy
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. THANK YOU
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