REAL CHAT AND SOCIAL MEDIA ROI RESULTS
FROM TOP DEALERS
How Toyota Sunnyvale and other top dealers use chat and
social med...
ADAM SIMMS
PARTNER & GENERAL MANAGER, PRICE-SIMMS INC.
TOYOTA SUNNYVALE, TOYOTA MARIN, FORD FAIRFIELD,
MERCEDES FAIRFIELD,...
4 Core Values
1. Make it easier for our customers
2. Make it easier for our staff to provide
great service
3. It’s all abo...
Today 68% of our Sales Come from
Digital Mediums
Click
to Call
Email
ChatSocial
Text
Chat and Social Media
Chat: In-house, we use for sales &
service
“About 80% of our successful lead-to-closed-
sales now start with a chat conver...
What’s in it for us?
• We respond faster = more appointments
• We keep them on our website and build rapport
• We stay tru...
What’s in it for our customers?
• Customers get a discrete way to contact us,
don’t have to give out their email or phone ...
Chat = Personal attention + additional
marketing
• Real photos of our team are displayed, only when they
are ready to chat...
Chat window is also personalized
• Immediate rapport is established, customers like seeing
who they are chatting with…
What makes it “Smart Chat”?
1. Our 3rd party lead sites have same chat solution so our
staff photos show up right on their...
Management advantage
• Managers can see how staff is performing in
terms of responses and conversions, but also
how they c...
Benchmark reporting
We HAVE to use new methods of
communication
…to stay true to our value of “making it easier”
Text Based Communication is a...
Going “social” - Old vs. New
Old Social
• Cross reference books
• Gas stations
• Family doctor
• Friends
• Staff list of 1...
Social Media – Outsourcing
• We had too many people doing parts of it…and not very
well
• Distracting for staff and took t...
Social – 3 main areas you need
1. PLATFORM – secure and build out top sites
2. MARKETNG – link sites in an integrated stra...
Social media – REAL ROI
• Benefits
1. Defensive play to secure our name on social media
sites & linking strategy to link h...
Social media – REAL ROI
Facebook direct clicks up Top 3 Search Engines
from 50 to 719 in one month Unique clicks up 28%
32...
Facebook site started in April
Zero to1,193 “likers”
in just six months!
• Custom Tabs including
our custom reviews
• Events created and
likers invited at least 1 x
per month
• Staff featured in ...
Values – Build win/win relationships
…including with your vendors. Use them as consultants,
they work with dealers nationw...
JOHN HANGER
PRESIDENT & CEO, CONTACT AT ONCE!
ROI – What’s Typical?
Central Atlantic Toyota
Dealership
“We fluctuate between 20-25%
closing ratio with our chat
leads.”
–Jeff Kershner, Frederick Nissan
(Younger Motorcars Inc.)
“Chat is a very important element of
our success. We sell somewhere
between 10-20 vehicles each month
to customers that fi...
“We would lose a minimum of 10
cars per month [if we didn’t have
chat]”
– Diane Witcraft, Cherry Hill Nissan
ALEXI VENNERI
PARTNER & COO, DIGITAL AIR STRIKE
Real Tip #1 – Know what is out there –
and fix it
Real Tip #2 – Secure top social sites to
dominate 1st page of Search - BEFORE
Real Tip #2 – Secure top social sites to
dominate 1st page of Search - AFTER
Real Tip # 3 – Relevance, Variety = Response
Real Tip #4 – Integrate your marketing
Real Tip # 5 – Monitor Your Reputation
Real Tip #7 – Promote the GOOD
Real Tip #8 – Respond to Everything
Real Tip #8 – Respond to Everything
Real Tip #8 – Respond to Everything
and act on areas that need to be
addressed
Real Tip #8 – Respond to Everything
and act on areas that need to be
addressed
Real Tip #8 – Respond to Everything
and act on areas that need to be
addressed
Real Tip # 9 – Use monitoring to find
new prospects
Real Tip # 10 – Engage in social
conversations to drive sales/relationships
Real Tip # 10 – Engage in social
conversations to drive sales/relationships
Real Tip # 10 – Engage in social
conversations to drive sales/relationships
Real Tip # 10 – Engage in social
conversations to drive sales/relationships
Real Tip # 10 – Engage in social
conversations to drive sales/relationships
THANK YOU – Q &A?
GET REAL
ADAM SIMMS
PRICE-SIMMS INC.
TOYOTA SUNNYVALEJOHN HANGER
CONTACT AT ONCE!
ALEXI VENNERI
DIGITAL ...
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Sell More Cars - Chat & Social Media Results from Top Auto Dealers

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Top auto dealers like Toyota Sunnyvale are doing it and selling more cars. What about you? Presented by ContactAtOnce.com, Alexi Venneri and Adam Simms at the Digital Dealer 9 Conference & Expo.

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  • The comparison report shows how Toyota Sunnyvale stacks up against 1,027 other dealerships that use the same chat solution (July 2010).
    In one month alone we received 1,125 sales chat requests, making the dealership the highest volume in terms of chat requests in in the country.
    We ranked first in “present percentage” or the time the staff were online and ready to engage in chat conversations.
  • Sell More Cars - Chat & Social Media Results from Top Auto Dealers

    1. 1. REAL CHAT AND SOCIAL MEDIA ROI RESULTS FROM TOP DEALERS How Toyota Sunnyvale and other top dealers use chat and social media to sell more cars. GET REAL ADAM SIMMS PRICE-SIMMS INC. TOYOTA SUNNYVALEJOHN HANGER CONTACT AT ONCE! ALEXI VENNERI DIGITAL AIR STRIKE
    2. 2. ADAM SIMMS PARTNER & GENERAL MANAGER, PRICE-SIMMS INC. TOYOTA SUNNYVALE, TOYOTA MARIN, FORD FAIRFIELD, MERCEDES FAIRFIELD, MCLAREN SAN FRANCISCO
    3. 3. 4 Core Values 1. Make it easier for our customers 2. Make it easier for our staff to provide great service 3. It’s all about process and training 4. Build a win/win relationship with everyone including our vendor partners
    4. 4. Today 68% of our Sales Come from Digital Mediums Click to Call Email ChatSocial Text
    5. 5. Chat and Social Media
    6. 6. Chat: In-house, we use for sales & service “About 80% of our successful lead-to-closed- sales now start with a chat conversation. Our customers love it and so do we.” – Adam Simms
    7. 7. What’s in it for us? • We respond faster = more appointments • We keep them on our website and build rapport • We stay true to our value to “make it easier” as we communicate with the customers in the way they want to be communicated with • It helps us sell and service more cars • We can multi-task more than one lead at once…be on a call with one customer while chatting with another
    8. 8. What’s in it for our customers? • Customers get a discrete way to contact us, don’t have to give out their email or phone and they can do it while at work • Customers get a fast response • Customers like seeing the actual staff photos so they can build a relationship and don’t feel like they are being “sold”
    9. 9. Chat = Personal attention + additional marketing • Real photos of our team are displayed, only when they are ready to chat. • Becomes natural part of our sales process.
    10. 10. Chat window is also personalized • Immediate rapport is established, customers like seeing who they are chatting with…
    11. 11. What makes it “Smart Chat”? 1. Our 3rd party lead sites have same chat solution so our staff photos show up right on their sites (i.e. Cars.com) 2. Showing real staff on all of the sites is like free advertising 3. The “drop down” chat window only shows up on the sites when a staff member is at their computer ready to chat
    12. 12. Management advantage • Managers can see how staff is performing in terms of responses and conversions, but also how they compare to the industry averages. • Information is then used to train staff and identify areas of opportunity to convert more prospects to sales. • Chat solution connects to lead provider sites so staff only needs to learn one system.
    13. 13. Benchmark reporting
    14. 14. We HAVE to use new methods of communication …to stay true to our value of “making it easier” Text Based Communication is a Way of Life for Your Prospective Customers.. Chat/IMChat/IM
    15. 15. Going “social” - Old vs. New Old Social • Cross reference books • Gas stations • Family doctor • Friends • Staff list of 100 people New Social • No longer word of mount but WORLD of mouth!
    16. 16. Social Media – Outsourcing • We had too many people doing parts of it…and not very well • Distracting for staff and took time away from selling • Couldn’t keep up with all the things everyone said we SHOULD be doing • Realized it was more of a marketing and PR function • Didn’t have the monitoring technology It didn’t make sense to keep it all in- house…more expensive than outsourcing.
    17. 17. Social – 3 main areas you need 1. PLATFORM – secure and build out top sites 2. MARKETNG – link sites in an integrated strategy and keep them updated with relevant content that is consistent in posting but varied in content, tool bar integration on main website 3. MONITOR – know what is being said about you and ACT on it
    18. 18. Social media – REAL ROI • Benefits 1. Defensive play to secure our name on social media sites & linking strategy to link high traffic sites to our own dealer site = 28% increase in SEO in 90 days 2. Free online real estate to promote our business and our people, great service etc. = now have 1,193 “likers” for free opt in Marketing 3. Manage our reputation so social doesn’t hurt all of our other marketing efforts and lead volume = Reviewers increase star ratings and our direct clicks from review sites increase 40%
    19. 19. Social media – REAL ROI Facebook direct clicks up Top 3 Search Engines from 50 to 719 in one month Unique clicks up 28% 32,000 up to 40,960 90 day period
    20. 20. Facebook site started in April Zero to1,193 “likers” in just six months!
    21. 21. • Custom Tabs including our custom reviews • Events created and likers invited at least 1 x per month • Staff featured in photos and reviews we post to thank them • Videos of staff, customers and tips • Coupons, Specials and most recent advertising • OEM incentives, awards, videos • Informative posts & Responses to engage our likers
    22. 22. Values – Build win/win relationships …including with your vendors. Use them as consultants, they work with dealers nationwide and they know what works. John Hanger Alexi Venneri
    23. 23. JOHN HANGER PRESIDENT & CEO, CONTACT AT ONCE!
    24. 24. ROI – What’s Typical? Central Atlantic Toyota Dealership
    25. 25. “We fluctuate between 20-25% closing ratio with our chat leads.” –Jeff Kershner, Frederick Nissan (Younger Motorcars Inc.)
    26. 26. “Chat is a very important element of our success. We sell somewhere between 10-20 vehicles each month to customers that first contact us via chat. Chat leads from our website are some of the most valuable we get so I want my team to handle them all.” – David Parrott, Global Imports BMW/MINI
    27. 27. “We would lose a minimum of 10 cars per month [if we didn’t have chat]” – Diane Witcraft, Cherry Hill Nissan
    28. 28. ALEXI VENNERI PARTNER & COO, DIGITAL AIR STRIKE
    29. 29. Real Tip #1 – Know what is out there – and fix it
    30. 30. Real Tip #2 – Secure top social sites to dominate 1st page of Search - BEFORE
    31. 31. Real Tip #2 – Secure top social sites to dominate 1st page of Search - AFTER
    32. 32. Real Tip # 3 – Relevance, Variety = Response
    33. 33. Real Tip #4 – Integrate your marketing
    34. 34. Real Tip # 5 – Monitor Your Reputation
    35. 35. Real Tip #7 – Promote the GOOD
    36. 36. Real Tip #8 – Respond to Everything
    37. 37. Real Tip #8 – Respond to Everything
    38. 38. Real Tip #8 – Respond to Everything and act on areas that need to be addressed
    39. 39. Real Tip #8 – Respond to Everything and act on areas that need to be addressed
    40. 40. Real Tip #8 – Respond to Everything and act on areas that need to be addressed
    41. 41. Real Tip # 9 – Use monitoring to find new prospects
    42. 42. Real Tip # 10 – Engage in social conversations to drive sales/relationships
    43. 43. Real Tip # 10 – Engage in social conversations to drive sales/relationships
    44. 44. Real Tip # 10 – Engage in social conversations to drive sales/relationships
    45. 45. Real Tip # 10 – Engage in social conversations to drive sales/relationships
    46. 46. Real Tip # 10 – Engage in social conversations to drive sales/relationships
    47. 47. THANK YOU – Q &A? GET REAL ADAM SIMMS PRICE-SIMMS INC. TOYOTA SUNNYVALEJOHN HANGER CONTACT AT ONCE! ALEXI VENNERI DIGITAL AIR STRIKE

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