Social Media for Auto Dealers
         Work Shop

        January 19, 2010
Social Media Strategic Planning


  Objectives

  Target Audience

  Strategy & Tactics

  Measurement
Objectives


  Business objectives (quantify)
  −  Acquire [xx] new customers by [date]


  SM Marketing objectives (qua...
General Motors SM Objectives


1.  Become more responsive to consumer audiences

2.  Incorporate consumer feedback into ou...
Target Audience

  Who are you talking to
  −  Male / Female / Age range
  −  Technical / social media savvy

  Purchase...
Research


  Survey your customers
  −  Demographics
  −  Why choose to buy from you
  −  What they expect from you in te...
Website Audit


  Website stats analysis
  −  Visitors (local / out of provice)
  −  Source of traffic / Referring sites
...
Site Audit
Strategy / Tactics (examples)


  Increase awareness
  Generate leads
   −  Blog + Twitter
   −  Facebook Page + adverti...
SM Strategy Breakdown


1.  Content
2.  Engagement
3.  Management
4.  Measurement
SM Strategy Breakdown


1.  Content
  −  Plan compelling, valuable content
  −  Content types: copy, images, video
  −  Cr...
Five Buckets

1.  Buying a new vehicle
2.  Product (features, reviews)
3.  Leasing / financing options
4.  Parts & accesso...
SM Strategy Breakdown


2.  Engagement
  −  Determine tools (Blog, Facebook, Twitter,
     Linkedin, YouTube)
  −  Set-up ...
Let’s get social…
Tweet Rule

     10 : 1
Value-add : Marketing
Don’t become a “Cisco fatty”…
SM Strategy Breakdown


3.  Management (tools & systems)
  −  Identify resources
  −  Hootsuite
  −  System
     −    Moni...
SM Strategy Breakdown


4.  Measurement & Monitoring
  −  Google analytics
  −  Hootsuite
  −  Facebook
Hootsuite Stats
Social Media


  Marketing opportunities
    −  Partner with related businesses for tweetups,
       cross promotions
   ...
Internet
 Reputation
Management
Using Twitter…

 −  Build your brand. Let everyone know how your
    dealership is different from the rest.
 −  Get valuab...
A few more ideas…

−  Write a blog about the vehicle type you’re selling
   (hybrid, sports, SUV)
−  Take lots of pictures...
Time for a
10 minute break
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Social Media for Auto Dealers Workshop
Upcoming SlideShare
Loading in …5
×

Social Media for Auto Dealers Workshop

634 views
568 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
634
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Social Media for Auto Dealers Workshop

  1. 1. Social Media for Auto Dealers Work Shop January 19, 2010
  2. 2. Social Media Strategic Planning   Objectives   Target Audience   Strategy & Tactics   Measurement
  3. 3. Objectives   Business objectives (quantify) −  Acquire [xx] new customers by [date]   SM Marketing objectives (quantify) −  Build my network −  Increase website traffic −  Generate leads
  4. 4. General Motors SM Objectives 1.  Become more responsive to consumer audiences 2.  Incorporate consumer feedback into our organization more quickly and effectively 3.  Make our brand a little more “human” to the outside world, and show people the smarts, personality and passion of the people behind our logo
  5. 5. Target Audience   Who are you talking to −  Male / Female / Age range −  Technical / social media savvy   Purchase process −  Researching −  Decision −  Advocate
  6. 6. Research   Survey your customers −  Demographics −  Why choose to buy from you −  What they expect from you in terms of SM −  Would they recommend you to a friend
  7. 7. Website Audit   Website stats analysis −  Visitors (local / out of provice) −  Source of traffic / Referring sites −  Keywords −  Entry / exit pages −  Bounce rate
  8. 8. Site Audit
  9. 9. Strategy / Tactics (examples)   Increase awareness   Generate leads −  Blog + Twitter −  Facebook Page + advertising −  Request a trade-in quote −  Book a test drive
  10. 10. SM Strategy Breakdown 1.  Content 2.  Engagement 3.  Management 4.  Measurement
  11. 11. SM Strategy Breakdown 1.  Content −  Plan compelling, valuable content −  Content types: copy, images, video −  Create list of relevant blogs −  Follow category, customers, competitors −  5 buckets
  12. 12. Five Buckets 1.  Buying a new vehicle 2.  Product (features, reviews) 3.  Leasing / financing options 4.  Parts & accessories 5.  In the community 6.  Trade in values 7.  Concept cars 8.  Car care tips 9.  Driving tips 10. The auto biz
  13. 13. SM Strategy Breakdown 2.  Engagement −  Determine tools (Blog, Facebook, Twitter, Linkedin, YouTube) −  Set-up and / or optimize accounts −  Build Networks (search, groups, tweetups) −  Social media ready website −  Be “social” …
  14. 14. Let’s get social…
  15. 15. Tweet Rule 10 : 1 Value-add : Marketing
  16. 16. Don’t become a “Cisco fatty”…
  17. 17. SM Strategy Breakdown 3.  Management (tools & systems) −  Identify resources −  Hootsuite −  System −  Monitor −  Engage −  Publish −  Weekly evaluation
  18. 18. SM Strategy Breakdown 4.  Measurement & Monitoring −  Google analytics −  Hootsuite −  Facebook
  19. 19. Hootsuite Stats
  20. 20. Social Media   Marketing opportunities −  Partner with related businesses for tweetups, cross promotions −  Twitter handle on signage −  Promote Events on Facebook / Linkedin −  Photo / video opp’s
  21. 21. Internet Reputation Management
  22. 22. Using Twitter… −  Build your brand. Let everyone know how your dealership is different from the rest. −  Get valuable feedback on ads, products, promotions −  Hiring / Networking −  Drive website traffic −  Build morale & raport −  Notifications / Announcements −  Stay current
  23. 23. A few more ideas… −  Write a blog about the vehicle type you’re selling (hybrid, sports, SUV) −  Take lots of pictures and post them to your blog −  Do interview videos with people from your community −  Host tweetups and invite people who are car shopping −  Don’t be afraid to experiment. Not everything will work. Learn from your ‘failures’
  24. 24. Time for a 10 minute break

×