& Fixed Ops
Kathi Kruse
krusecontrolinc.com
@kathikruse
Your Hidden Gold
Mine to Attract
Visitors, Build
Genuine Fans, &
G...
2
Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com.
PRESENTER
kathi@krusecontrolinc.com
714.251.6440
...
If You Have Questions During
The Presentation, Please
Submit Them Using The
“Questions” Feature
Questions Will Be Answered...
Facebook.com/TKCarsites @TKCarsitesinc
TK Carsites Social Networks
Chat with us during the Webinar on Facebook and Twitter...
This is Me
Shift Happens
©Eric Miltch
Feed the Bear
•Targeted Marketing
•Relationship Building
Changing Customer Loyalty
Landscape
• Biggest threat:
Aftermarket Chains
• Aging Dealership Loyalists
• Young Aftermarket Loyalists
• Avg Vehicle Age: 10.8 Years
(1/12)
• Aging Vehicle Population
Favors Aftermarket
• Vehicles 7Yrs+ = 13% Buy from
Dealers...
Born into a world of hype, their
BS-detectors are highly
sensitive and calibrated with
Social feedback.
Social Media & Online Ratings
Consequently....
Tried & true selling methods
that worked as recently as 2
years ago work far less well
today.
Social Media is:
Word of Mouth...Digitized
Interconnectivity
Today’s customer
doesn’t just buy
what you
sell...they buy
WHO YOU ARE.
How do you buy?
Social Business:
The Social Shift:
Daily Operations
Your Community Manager
4 Elements of Facebook Marketing Success
Greet Visitors Right
Lead Generation Form
Cheap Effective Facebook Ads
Content Strategy:
Engage Your Community
•Relevant
•Human
•Interested
•Helpful
Be:
80/20 rule
Social Media
Your Digital Backyard BBQ
Listen.
Facebook Timeline
•Seek Genius
•Be Social
•Re-Tweet
•Search
•Leverage Tools
•Likable Expert
•Engagement
•SEO
•1-2 Times/Week
•Staff Participation
Dealership Blog
Integrate
Lean on Already-Existing
Presence
• Your valuable Database
• Email Marketing
• Direct Mail Marketing
• Cross-Pro...
“Used Car Nightmare”
What does your Online Reputation say about you?
Key to Success:
Your Team
Proactive Strategy
1.Train Frontline personnel
2.Signage
3.Community Manager
4.Tap into “Brand Advocates”
5.Motivate, reco...
Social Media Policy
Head Off Trouble
Take Action!
Free eBook Download
Email me: kathi@krusecontrolinc.com
Subscribe: Kruse Control Blog
krusecontrolinc.com
Kathi Kruse
Social Media Coaching & Training
krusecontrolinc.com
kathi@krusecontrolinc.com
714.251.6440
Thank
You!
Faceboo...
Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads
Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads
Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads
Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads
Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads
Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads
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Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads

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Join us for a fascinating Webinar on the new Social Economy and how to create more business in the Service Drive. Studies show there's never been more pressure on Fixed Ops to capture business from after-market service providers. Social Media helps you leverage your already-existing customer database and foster repeat business. 84% of consumers say a referral from friends & family influences their decision. Word-of-mouth has always been the preferred way your customers want to buy. Social Media is word-of-mouth...digitized.

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  • Technology – open and connectedBehavioral changes were driven first as a generational reaction to traditional marketing
  • There’s a full-circle power shift happening right now.  Thanks to Social networks and the incredible openness of the Internet, dialogues have grown (for free) between people living world’s away from one another, who might never actually meet in person.  This colossal power shift back to the consumer means direct, daily contact with other consumers. We’ve come back to a place where buying decisions have a Social component. This means more sharing, gossiping, engaging, informing, and advising.  Than came advertising.Before,advertisers treated the consuming audience like a caged bear.  Well folks, the bear has escaped.A PR person reached out to me recently saying her client’s goal was to “get more Facebook fans”.  After we spoke, I realized that even these seasoned PR/advertising professionals have not fully bought into Social Media.  While the marketing components are still present–creating awareness, generating leads–many advertisers still think the bear is caged.  They’re feeding the bear the same old stuff, trying to push the mess into the cage like before and expecting the bear to eat it.Audiences everywhere are bored with and have zero tolerance for being brow-beaten by orthodox old-school advertising.  Today’s we need to stop interrupting what people are interested in and BE what people are interested in.  Social Media is the platform to achieve that.  Your audience was the caged bear and now that it’s escaped, the bear can eat anything it wants, including you!
  • How we succeed at selling cars and retaining customers today. Welcome with a Facebook page = Upping themCommunicate the great experience you deliver
  • Technology – open and connectedBehavioral changes were driven first as a generational reaction to traditional marketing
  • Shoppers spend 11 hours online researching their next car.
  • Shoppers spend 11 hours online researching their next car.
  • Gen Y-ers were born into a world of hype.Their BS-detectors are highly sensitive & calibrated with Social feedback.In 2012 we find this behavior across all demographics. Baby boomer women is fastest growing segment.Customer is connected, clever and highly-perceptive.
  • These platforms now speak for dealers.
  • Your Marketing messages better deliver all they promise.Words like biggest and best mean nothing when your customers have friends who’re telling them otherwise.We have to step up our game and build a community where savvy shoppers want to buy from us and spread the word!
  • Interconnectivity.Have to deliver ALL that our marketing materials promiseClaims of biggest and best mean nothing when....Alignment: buyer & seller – shared values & perspectives
  • WHO You Are
  • eMarketer: 84% of Americans say online reviews influence their decision to purchase
  • Meet customer where they are. Build relationships, establish trust and convert leads to sales.
  • Handle operational changes to make Social Media marketing a success
  • Where’s the best place to build your online community? Facebook.4 components to successful Facebook marketing
  • Listen for leads
  • Create the return buyer!$517K customer: 12 cars average over lifetime. Sell to him once now or many times over his lifetime.
  • These are the places where customers are talking about you. It’s out there for anyone to see, with one click.
  • Mossy Toyota
  • BMW of Sterling:21 Total Reviews – 17 are 1-Star and ALL are on Page ONE“I feel the same as many other reviewers here – I would not buy from this dealership again”IRL they deliver a 5-star experience to their customer. Why do they have a 1-star online reputation? They have no internal process.
  • After 3 decades in the car business and the worst recession in my lifetime, I’m excited about the the new wave of buyers Social Media draws into the store. We have an opportunity to create a bond with customers that’s never been available before.To manage Social Media means to embrace a very lucrative tool, a tool that drives business to your store, your department.Feed the Bear.Tap into sources to celebrate your store and foster the community.Create great word of mouth, generate leads and build lasting sales relationships with repeat buyers. It’s Social Business and it’s ready for the taking.
  • After 3 decades in the car business and the worst recession in my lifetime, I’m excited about the the new wave of buyers Social Media draws into the store. We have an opportunity to create a bond with customers that’s never been available before.To manage Social Media means to embrace a very lucrative tool, a tool that drives business to your store, your department.Feed the Bear.Tap into sources to celebrate your store and foster the community.Create great word of mouth, generate leads and build lasting sales relationships with repeat buyers. It’s Social Business and it’s ready for the taking.
  • Social Media & Fixed Ops: Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads

    1. 1. & Fixed Ops Kathi Kruse krusecontrolinc.com @kathikruse Your Hidden Gold Mine to Attract Visitors, Build Genuine Fans, & Generate Leads Social Media
    2. 2. 2 Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com. PRESENTER kathi@krusecontrolinc.com 714.251.6440 Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol
    3. 3. If You Have Questions During The Presentation, Please Submit Them Using The “Questions” Feature Questions Will Be Answered At The End Of The Webinar 3 Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com. QUESTIONS
    4. 4. Facebook.com/TKCarsites @TKCarsitesinc TK Carsites Social Networks Chat with us during the Webinar on Facebook and Twitter! Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com.
    5. 5. This is Me
    6. 6. Shift Happens ©Eric Miltch
    7. 7. Feed the Bear
    8. 8. •Targeted Marketing •Relationship Building
    9. 9. Changing Customer Loyalty Landscape
    10. 10. • Biggest threat: Aftermarket Chains • Aging Dealership Loyalists • Young Aftermarket Loyalists
    11. 11. • Avg Vehicle Age: 10.8 Years (1/12) • Aging Vehicle Population Favors Aftermarket • Vehicles 7Yrs+ = 13% Buy from Dealership • Loss of Bread & Butter Services
    12. 12. Born into a world of hype, their BS-detectors are highly sensitive and calibrated with Social feedback.
    13. 13. Social Media & Online Ratings
    14. 14. Consequently.... Tried & true selling methods that worked as recently as 2 years ago work far less well today.
    15. 15. Social Media is: Word of Mouth...Digitized
    16. 16. Interconnectivity
    17. 17. Today’s customer doesn’t just buy what you sell...they buy WHO YOU ARE.
    18. 18. How do you buy?
    19. 19. Social Business:
    20. 20. The Social Shift: Daily Operations
    21. 21. Your Community Manager
    22. 22. 4 Elements of Facebook Marketing Success
    23. 23. Greet Visitors Right
    24. 24. Lead Generation Form
    25. 25. Cheap Effective Facebook Ads
    26. 26. Content Strategy: Engage Your Community •Relevant •Human •Interested •Helpful Be: 80/20 rule
    27. 27. Social Media Your Digital Backyard BBQ
    28. 28. Listen.
    29. 29. Facebook Timeline
    30. 30. •Seek Genius •Be Social •Re-Tweet •Search •Leverage Tools
    31. 31. •Likable Expert •Engagement •SEO •1-2 Times/Week •Staff Participation Dealership Blog
    32. 32. Integrate Lean on Already-Existing Presence • Your valuable Database • Email Marketing • Direct Mail Marketing • Cross-Promotion
    33. 33. “Used Car Nightmare”
    34. 34. What does your Online Reputation say about you?
    35. 35. Key to Success: Your Team
    36. 36. Proactive Strategy 1.Train Frontline personnel 2.Signage 3.Community Manager 4.Tap into “Brand Advocates” 5.Motivate, recognize & reward 6.Lean on already-existing presence 7.Video and Testimonials
    37. 37. Social Media Policy Head Off Trouble
    38. 38. Take Action! Free eBook Download Email me: kathi@krusecontrolinc.com
    39. 39. Subscribe: Kruse Control Blog krusecontrolinc.com
    40. 40. Kathi Kruse Social Media Coaching & Training krusecontrolinc.com kathi@krusecontrolinc.com 714.251.6440 Thank You! Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol slideshare.net/kathikruse

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