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Social Media and Reputation Management Matters

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Social media management and your online reputation is paramount to generating new and repeat business in the automotive industry.

Published in: Automotive
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Social Media and Reputation Management Matters

  1. 1. PROUDLY PRESENTED TO Performa Media EMAIL info@performa.media PHONE 480.238.8488 WEBSITE www.performa.media
  2. 2. Since the creation of the smartphone, a revolution of epic proportions has occurred. Virtually everyone is carrying around a personal computer that is more powerful than the computer that put a man on the moon. Entire industries have either changed or become extinct. The revolution is now.
  3. 3. Mobile allows for constant connectivity. Hourly distribution of searches by platform.
  4. 4. ZERO MOMENT OF TRUTH Consumer Buying Cycle Interest Partner Advertising: SEM, Email/Text Marketing, Display, Print Ads, Radio, TV, Loyalty programs, Deals. Research Search engines, online reviews, ratings, relevant articles, word of mouth. The business’s reputation is what consumers say it is. Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: Facebook post, tweet, write review, discuss with friends, blog, Consumer compares expectations and reality.
  5. 5. Decisions are made before entering a store. When purchase decisions are made by shoppers. 40% 60% 25% 17% 17% 15% 75% 83% 83% 85% 2010 2011 2012 2013 2014 Before Entering a Store In-Store
  6. 6. Reputation Intelligence Monitoring your virtual doorway 24/7/365 and reporting to you automatically….
  7. 7. A business’s virtual doorway is what you say about yourself. DIGITAL FOOTPRINT
  8. 8. A business’s virtual doorway is what others say about you. DIGITAL SHADOW
  9. 9. Premium visibility creates/corrects listings on The Big 4. You need to be found online! 95% of vehicle shoppers use digital channels to research, and less than 9% or people navigate to the second page of Google.
  10. 10. Digital Matters Today’s auto shoppers are open-minded, with 72% of search sessions involving cross-shopping. In-market shoppers are researching more than ever — these shoppers are turning to 24 research touch points on average.
  11. 11. Building your presence everywhere... automatically! Listing Distribution
  12. 12. These four major data providers are trusted to provide accurate business listing information to hundreds of sites including: search engines review sites social sites GPS & vehicle navigation online directories
  13. 13. [24]7 411.ca 411info Access Together Acura Addresses.com Admedia Advameg Advertise.com Advice.com Agero Aisle50 Alk Technologies Allpages.com AlterGeo Alteryx AmericanTowns.com Answers.com anywho.com AOL Apartmentfinders.com apartmentguide.com Apple Maps App.net AroundMe.com Ask.com AT&T ATD Austin Atlanta NewHomes AYO Technology-WebSite Alive B2Byellowpages.com bckyrd.com beachcalifornia.com Belo Best Of The Web Local Bing Biz Scrambler Blackberry BMW Boorah BrightData Bundle.com Business Directories of Texas BusinessSearch.com Care.com Cars.com Centzy.com ChaCha Search challama.com Chamberofcommerce.com Chewsy Chrysler City- data.com City.com CityBot Citygrid CityMaps Citysearch.com CloudMade Cloudy Clutch Shopping Comcast.net Search Consolidated Communications Contextuads.com Contractors.com CoPilot Cornerstone Group Coupon Sherpa CouponMap CrowdSpot Databanq DataSphere DDC Dealsplus Denso Dexknows Directory Avantar Dirxion DoctorWait.com Dogpile Dogtime Media Driverside Earthlink.com Eating Places Echoer Edmunds eGood eGumball Elocal eLocal Listing eMbience eServiceLog ezlocal.com EveryScape.com EZToUse.com Facebook.com Family Finds FeedMe fetchtoto.com Fieldforce First Street Live Fivestar Software Fizzlocal Focus Local Foodie Ford Foursquare Free411.com gapNsnap Gas Station Checker GenieKnows.com Getlisted.org GiftCards.com GM GoLocal247.com GoodInfo Google Groupon Gvidi Harman HelloMetro.com Herald.com Hibu Hineighbor.com Homeplete.com Homesandland.com Homestore Honda Hoodoyou Hostway Hotbot.com Hotfrog.com Houzz.com HTC Hyundai iGoLocal.com Indeed.com Infiniti InfoSpace.com Infutor Innova Electronics Insiderpages Intel Intelius Intellistrand InTheMO.com Intuit Jetpac JiWire Judy's Book Justclicklocal.com Keen.com KGB Kia KSL.com Kudzu.com Larky Lexis Nexis Lexus Likeness.com LivingSocial Local.com Localedge.com localpages Localscope Localsearch.com LodgeNet Looksmart.com Lumatic Magicyellow.com MakeItLocal MamaAlwaysSays MapMyRun MapQuest Menu pages MerchantCircle Metroland Publishing metropolist.com Microsoft (Bing) MidwestYP.com MindMeld Mobifind MojoPages.com MyCity MyCityWay.com MyCoupons.com Mylocalheadlines MyLocally mymove.com Mywebyellow Nara News-Gazette Nissan Nokia Nomao OnMedia OnStar Oomea Openlist.com Paradine patch.com Patriot Phonebook Pelopidas Picksie Pioneer Pioneer Directories Place of Mine PlaceIQ Planapple PlanetDiscover.com Pokitdok Porsche PowerProfiles PulseLA Radarfrog Radiate Media Radius Intelligence ReachLocal realtor.com Reply.com Restaurants.com RightWay RoadTrippers Rocket Fuel Saga Salespider.com Samsung Search Initiatives Searchbug.com SeccionAmarilla Seekitlocal.com Sense Network SEOmoz Shoptopia.com ShowMeLocal Smart Marketing Team Snoox Southern Directory Publishing (YPsouth) SpecialsAgent.com Speed Run SpeedSpot Spotcast spotlikes.com Spotzot Sprint Subaru SuperPages.com Surewest Switchboard.com TechnoCom Tele Atlas (TomTom) TeleNav Teleroute Therapists.com Theredbook.org Time Out New York Town Planner Toyota Trafficengine.net TravelShark Tribune Interactive TripAdvisor Trulia TruPro Twitter.com UpMeSocial.com Urban Mapping Urbanspoon usdirectory.com V-enable.com Vendasta Verizon Vernon Publishing VerveMobile.com Veveo Viewpoints Local VisiKard Voltari Walkable Restaurants WalkScore.com Walt Disney Weblocal.ca WeddingWire.com Where Inc. Whisper White Pages WhosCall Whowhere.com Why Wait Wimgo.com World Media xAd XO Group Yahoo Local Yellowbook.com Listing Distribution pushes data to 300+ online sources
  14. 14. Plus, we continue to monitor these sources to ensure data remains correct. 73% of people lose trust in brands due to inaccurate business listings.
  15. 15. The research process for auto shopping begins online.
  16. 16. Getting started is easy! Just confirm the business listing is correct. Business Name Street Address Zip Code State Phone Number Website Business Category
  17. 17. Automatically corrects errors & adds missing info on each data provider. Progress can be monitored in Presence Builder.
  18. 18. Monitor your listings for accuracy & presence.
  19. 19. How your business looks in the Magic Three.
  20. 20. The 3 things every business needs. 1 2 3 Google+ Google reviews Consistent business listing data on relevant online sources.
  21. 21. Search results are like a shopping mall where every store sells the exact same product or service.
  22. 22. Online Reviews = Revenue Customers who read consumer reviews to ensure they are purchasing the right product or service. US customers who say their buying decisions are influenced by online reviews. The amount of new business companies with positive reviews can convert when compared to companies with ZERO or negative reviews. Consumers who consider user generated reviews important or extremely important. 70% 90% 183% 82%
  23. 23. Review response service claims the review sites for your business... 92% of consumers now read online reviews (vs. 88% in 2014)
  24. 24. Engage the Reviewer. What would you do if someone was in your store reviewing it right now? WHY ENGAGE
  25. 25. 3 Steps to Respond to a Negative Review
  26. 26. 1. Say You’re Sorry! 1 I’m really sorry you had a negative experience at our dealership. We really pride ourselves in providing exceptional customer service.
  27. 27. 2. Leave Some Marketing 1 2 This must be an isolated incident, as normally people rave about our customer service - from the sales to the service department. I am anxious to hear what happened to see if we can rectify the situation. I’m really sorry you had a negative experience at our dealership. We really pride ourselves in providing exceptional customer service.
  28. 28. 3. Get the Customer on the Phone! 1 2 3 I’m really sorry you had a negative experience at our dealership. We really pride ourselves in providing exceptional customer service. This must be an isolated incident, as normally people rave about our customer service - from the sales to the service department. I am anxious to hear what happened to see if we can rectify the situation. I’d love for you to call me so we can work this out. My name is Amy Brown, and I’m the General Manager - please give me a call at 555.666.7777.
  29. 29. Two steps to positive review success. 1 2 ENGAGE The Reviewer Why Engage? What would you do if someone was in your store reviewing it right now? HARVEST Word of Mouth Encourage customers to leave online reviews. Publish review highlights in your social marketing.
  30. 30. Think of reviews as management tools. Intelligence to run your business better. Good Reviews Accolades Goal Setting Bad Reviews Staff Training Policy Issues
  31. 31. The automotive industry needs to monitor their virtual doorway. 70% of car buyers say that online dealership reviews influence where they choose to go. 24% considered review sites to be the “most helpful” factor when it comes to making purchase decisions. The number of car buyers using review sites has increased by 13% from just 6 months ago.
  32. 32. Email daily alerts to up to 6 key members of your management team. New Review Found! Executive Manager Assistant Manager Sales Manager Body Shop Manager Parts Manager Operations Manager
  33. 33. Monitor your competition. See what share of voice you have in the auto market.
  34. 34. Monitor your Competition You need to be where your customers are — find your social audience. Nearly 1 in 4 Facebook users will use the site as a resource when auto shopping.
  35. 35. Successful social marketing is about three things: 1 2 3 Customer Service Generating Leads Building Fans
  36. 36. Customer Service Having a social media channel you don't monitor is like having phone lines at your business that are never answered. Generating Leads Every day consumers are declaring their intentions on social media… I’m looking for a new car! My engine is making odd noises... Time for winter tires!
  37. 37. Generating Leads ...and those intentions are real-time leads.
  38. 38. Posting interesting & relevant content is key. And remember to vary your posts. No one would watch a TV channel with 24/7 commercials, so why would they do that online? Throw in some entertainment!
  39. 39. 24/7/365 monitoring of your virtual doorway Review site listing: claiming positive and negative responses 2 social posts per week on Facebook, Twitter, Linkedin, and Google+ Premium visibility claiming, and annual Listing Distribution service Listing and citation monitoring Daily email alerts of key issues to up to six members of your management team Login for Reputation and Social Marketing solutions with DIY services and complete video training modules OUR 6 MONTH PLAN
  40. 40. Performa Media EMAIL info@performa.media PHONE 480.238.8488 WEBSITE www.performa.media

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