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Presentation for Innovative Dealer Summit 2011

Presentation for Innovative Dealer Summit 2011

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    Ids11 Version Ids11 Version Presentation Transcript

    • 10 Things An Auto Dealer Can Do NOW To Succeed With Social Media TODAY
      By: Rob Hagen
      “Social media is not just about sales, it’s about your bottom line!”
    • What Is Social Media?
      Another common name is reputation marketing or management
      Purest form of branding
      Definition of branding: Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. (BusinessDictionary.com)
    • Core fundamentals of social media
      Information sharing
      Word of mouth
      Top of mind awareness
      Transparency
      Permission based (vs. interruption based)
      Collaboration
    • Why Social Media?
      Influence people in your community
      Create brand ambassadors
      Roughly 70% of Gen Y respondents say they are likely to sway a friend’s vehicle purchase; only 60% of Gen X and 50% of Baby Boomers claim the same.
      More than two-thirds (67%) of Gen Y respondents look for information on a vehicle brand or model on social networking sites, up dramatically from 25% in the 2009 survey. (Deloitte Automotive Survey)
    • Put A Social Media Policy In Place
      Social Marketing Can Be A Double Edged Sword.
      Elephants Never Forget, Neither Does Google.
      People Are Forming Opinions, Without Having To Be A Customer.
      A Policy Lets Employees Know What They Can And Can’t Do.
      We Can Email You A Sample Copy, Email Me at RobH@NextGenDealer.com
    • Create A Strategy
      The Difference Between Success And Failure is in The Strategy.
      4 Steps To Creating A Winning Strategy
      Investigate
      Define Objectives
      Choose Actions
      Pick Your Platforms
    • The Power Of Google Reviews
      You’re Customers Are Goggling Your Dealership By Name, What Are They Seeing?
      A Customer With A Bad Experience Has A Higher Level of Motivation Force than a Customer that a Good Experience.
      1 Peer Recommendation is Worth 200 Traditional Media Impressions.
      Non Negotiable: Ask Everyone of Your Customers to Leave A Review On Google.
      Follow it Up With an Email and a Phone Call.
      Thank Your Customer
    • The Proof is in The Numbers
      June 2010
      9 Reviews, 2 Stars
    • The Proof is in The Numbers
      July 2010
      25 Reviews, 4 Stars
    • The Proof is in The Numbers
      Sept 2010
      44 Reviews, 4 1/2 Stars
    • Build Real Relationships On Facebook
      Ask Your Customers To Join You, Photo Tagging.
      Ask Engaging Questions, Get To Know Your Customers.
      Post Facebook Only Contests.
      Listen, Listen, Listen.
      20-20-60 Rule.
      The Less You Pitch The More You Sell.
    • Build Real Relationships On Facebook
      Monologue No, Dialogue Yes.
      It’s Not About You, It’s About Them.
      Humanize Your Dealership, Bring Your People To The Forefront.
      Sell Your Personality, Become One Of “US” Instead of Being Just One of “Them.”
      Join In The Conversation, Start Your Own.
    • Start a Blog, Become The Expert
      Blogging Creates Authority.
      Creates Influence
      Creates Community
      Search Engines Love Blogs.
      Builds Your Personal Brand.
      It’s The Hub Of Your Social Network, Everything Leads To The YOU.
      Create A Strategy And Stick To It.
    • Create A Company Newsletter
      Ties In All Your Social Activity.
      Creates Top of Mind.
      Influences Repeat and Referral Business.
      Creates Anticipation, Your Subscribers Will Look Forward to Reading It… If Done Correctly.
      Put Signup Forms Everywhere.
      Use Third Party Software
      Aweber.com
      Constant Contact
    • Contests!
      Ex. Union County School Pride Project
      Community Driven Content
      Captain Metro Honda
      Added 5000 local likes in a little over a month
      Gets people talking, both online and off!
      Creates brand ambassadors
      Have fun!
    • Faceboook Ads
      Market your fan page, an event or any other webpage
      Very specific demographics: age, distance, male or female, common interests, friends of friends, and more!
      Great reporting including respondents demographics
      Easy budget management: set daily or campaign limits
      Have a hook!
    • Facebook Ad case study – Midlands Honda Fan Page
      Criteria: Over 18, male and female, living within 50 miles of Columbia SC
      Reach – 362,000 Facebook accounts
      Time frame: 3 months
      Results
      Impressions: 11,527,158
      Social impressions: 50.2%
      Clicks: 2716
      Actions: 605
      Cost: $2517
    • Track What People Are Saying
      What are people saying?
      Search.twitter.com
      Google alerts
      Socialmention.com
      IceRocket.com
    • Facebook Analytics
    • Make your retail website more social
      Add share buttons
      Put a link to your blog
      Socially bookmark new content
      Add a Facebook Like box to your website
      You can do the same with Twitter
      Post videos on your site that link back to
      your Facebook page
    • Bonus tip!
      Slice off a little piece of your normal
      monthly advertising budget and
      dedicate it to social media and reputation marketing!
    • Contact info
      Contact me
      NextGenDealer.com
      Blog: PersuasiveConcepts.com
      Rob Hagen: RobH@NextGenDealer.com
      Cell (225) 938-0993