Fall 2010 Dealer- Digital Operations Review Toyota Kansas City Region Helping you hit your Target!
Introductions <ul><li>Craig Polito Senior Digital Operations Consultant ADP Digital Operations Consulting </li></ul><ul><l...
Goals <ul><li>Strengthen your store’s Digital Operations   </li></ul><ul><ul><li>Provide a clearer understanding of your e...
eVitals Step 1
Traffic Leaders
Leaders in Lead Generation
Conversion Leaders
Mystery Shop Analysis
Mystery Shops <ul><li>General observations from shopping within the region </li></ul><ul><ul><li>Not deconstructing the le...
Advanced  Internet Lead Management <ul><li>E Vitals </li></ul><ul><li>Client Buying Cycle </li></ul><ul><li>How to be a Le...
eVitals  Example 2   ABC Toyota 2010
Lead Management Top Ten List   <ul><li>Respond within 15 minutes or less. </li></ul><ul><li>Be a lead detective and determ...
Automotive Internet Shopper
Awareness-Intention-Purchase Cycle
Buying Timeline Days to Close 1-10 11-20 21-30 31-60 61-90 91+ 24 11 8 15 10 32
Key Concepts *Key Concept-1 Be a Lead Detective. Deconstruct the lead  before responding. *Key Concept-2 The Quality of th...
<ul><li>Bucket Concept </li></ul><ul><li>Be a lead detective! </li></ul><ul><li>Deconstruct the lead </li></ul><ul><li>Sel...
Which Bucket?
Response <ul><li>Hello Mr. Snoke,   My name is Dave and I was told you might be interested in a new camry.   Feel free to ...
 
What was the question? <ul><li>Dear Craig, </li></ul><ul><li>My name is Neil in Internet Customer Relations.  I received y...
Department Structure <ul><li>Internet Lead Management </li></ul><ul><ul><li>How many people do you need  </li></ul></ul><u...
How many leads can your  team handle? 300 450 525 1/mo 2/mo 3/mo
Case Studies
In-Dealership  Day 1: AM <ul><li>Audience(s):  Dealer, GM, and Internet/BDC Manager/Internet Sales </li></ul><ul><li>Revie...
In-Dealership  Day 1: PM <ul><li>Group Meeting </li></ul><ul><li>Audience:  Dealer, GM, and Internet or BDC Manager </li><...
In-Dealership   Day 2   <ul><li>Audience:   Stakeholders and Internet/BDC Manager </li></ul><ul><li>Morning:  Work with th...
Discussion
 
 
 
 
 
 
 
-Break-
Next Steps <ul><li>Lead Management Process </li></ul><ul><ul><li>Do your eVitals provide evidence that you’re maximizing y...
Welcome Back
Media Consumption
Key Points  <ul><li>Deciding which sites you should use </li></ul><ul><li>Defining 3 Strategies </li></ul><ul><ul><li>Grow...
Where do I start?
Be Selective
<ul><li>Personal Pages and  Business Pages </li></ul><ul><ul><li>Make sure you know who is in control of the page </li></u...
<ul><ul><li>Don’t slam other dealers or products </li></ul></ul><ul><ul><li>Local Facebook ad-reach stats: Des Moines   17...
Additional Sites <ul><li>Video Hosting </li></ul><ul><li>Picture Hosting </li></ul><ul><li>Public Messaging </li></ul><ul>...
<ul><li>Great place for posting </li></ul><ul><ul><li>Personalized video walk-arounds </li></ul></ul><ul><ul><li>Messages ...
<ul><li>Great site for posting pictures </li></ul><ul><li>Used to track open rates on bulk emails (Pro Pkg) </li></ul><ul>...
<ul><li>Confusing for car dealers </li></ul><ul><li>Not as many users as Facebook </li></ul><ul><li>Users tend to be leade...
 
More page one results…
Do opinions matter? <ul><li>73% of customers use a dealership review </li></ul><ul><li>21% have switched dealers because o...
Why Reputation Management
 
Competition The right strategy can make you stand out above the competition.
 
Iowa Dealers
Positive Review
Personal Page
Handling Negative Reviews Non-verified reviews will not get posted online and will not be part of the starred scoring foun...
Who is your store’s Social Media Champion
Managed Solutions
eCommerce vs Social
 
Social Media  Managed Solutions
Why a Managed Site <ul><li>Individual Brand Identity </li></ul><ul><li>No Scavenging by other dealers or manufacturers wit...
Why a Managed Site <ul><li>Includes custom content  </li></ul><ul><li>Increases organic presence </li></ul><ul><li>Secures...
Community Page
Discussion
<ul><li>Social Media Strategy </li></ul><ul><ul><li>Do you have a dealership/group game-plan for: </li></ul></ul><ul><ul><...
Action Plan <ul><li>I’d like: </li></ul><ul><ul><li>Lead Management :  2 day in-store  Advanced Internet Lead Management T...
Thank You
Social Media <ul><li>Why Social Media </li></ul><ul><ul><li>(social-nomics video) </li></ul></ul><ul><ul><li>Which sites d...
For updating facebook slides <ul><ul><li>Local Facebook ad-reach stats Fargo 85,460 , Omaha 327,240, Des Moines 179,480, S...
 
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  • Craig will facilitate but we will want to have blanks printed for everybody
  • Why is the National closing rate around 6-7%....because we can’t talk some people out of buying our vehicles.
  • Tms dor meeting 2010.09.15.2209

    1. 1. Fall 2010 Dealer- Digital Operations Review Toyota Kansas City Region Helping you hit your Target!
    2. 2. Introductions <ul><li>Craig Polito Senior Digital Operations Consultant ADP Digital Operations Consulting </li></ul><ul><li>Jim Jensen Director ADP Digital Operations Consulting </li></ul>
    3. 3. Goals <ul><li>Strengthen your store’s Digital Operations </li></ul><ul><ul><li>Provide a clearer understanding of your eVitals </li></ul></ul><ul><ul><li>Introduce proven Lead Management Strategies </li></ul></ul><ul><ul><li>Improve everyone’s sales performance </li></ul></ul><ul><ul><li>Strengthen your Social Media presence </li></ul></ul><ul><ul><li>Help you make your Social Media strategy intentional </li></ul></ul><ul><li>Action Plan : identify and act on next steps to advance your store’s Digital Operations </li></ul>
    4. 4. eVitals Step 1
    5. 5. Traffic Leaders
    6. 6. Leaders in Lead Generation
    7. 7. Conversion Leaders
    8. 8. Mystery Shop Analysis
    9. 9. Mystery Shops <ul><li>General observations from shopping within the region </li></ul><ul><ul><li>Not deconstructing the lead </li></ul></ul><ul><ul><li>Lack of long term follow-up </li></ul></ul><ul><ul><li>Multiple contacts from the same store </li></ul></ul>
    10. 10. Advanced Internet Lead Management <ul><li>E Vitals </li></ul><ul><li>Client Buying Cycle </li></ul><ul><li>How to be a Lead Detective </li></ul><ul><li>Top Ten List </li></ul><ul><li>Dealer Work Shop Agenda </li></ul><ul><li>Lead Handling Demonstration </li></ul>
    11. 11. eVitals Example 2 ABC Toyota 2010
    12. 12. Lead Management Top Ten List   <ul><li>Respond within 15 minutes or less. </li></ul><ul><li>Be a lead detective and determine what bucket the opportunity falls into. Deconstruct the lead and look for clues!  </li></ul><ul><li>Use the phone 1st if there is a number.  </li></ul><ul><li>When calling the client address the lead submission form.  </li></ul><ul><li>Use the subject line to communicate effectively. </li></ul><ul><li>Use mirror messaging response's and answer all client questions on the 1st contact. </li></ul><ul><li>The email response to a lead that contains a stock number must include the 5 quality components : confirm availability, price, alternatives, next steps and appointment options.  </li></ul><ul><li>Manager confirmation calls to improve the show ratio. </li></ul><ul><li>Daily MAD Meeting with a manager. </li></ul><ul><li>Follow up a minimum of 120 days with clients that have not been contacted via email and phone . </li></ul>
    13. 13. Automotive Internet Shopper
    14. 14. Awareness-Intention-Purchase Cycle
    15. 15. Buying Timeline Days to Close 1-10 11-20 21-30 31-60 61-90 91+ 24 11 8 15 10 32
    16. 16. Key Concepts *Key Concept-1 Be a Lead Detective. Deconstruct the lead before responding. *Key Concept-2 The Quality of the Response Determines the Quality of the Lead The wrong response sent quickly can send your prospect shopping elsewhere .
    17. 17. <ul><li>Bucket Concept </li></ul><ul><li>Be a lead detective! </li></ul><ul><li>Deconstruct the lead </li></ul><ul><li>Select Bucket. </li></ul><ul><li>Prepare. </li></ul><ul><li>Respond. </li></ul>2010 Model 2010 Model Color Int . <ul><li>Stock # Specific </li></ul><ul><li>The 5 quality components </li></ul><ul><li>Confirm </li></ul><ul><li>Prepared to offer Price </li></ul><ul><li>Alternatives </li></ul><ul><li>Next Steps </li></ul><ul><li>Schedule Appointment </li></ul><ul><li>Lead Specific </li></ul><ul><li>Coupon </li></ul><ul><li>Trade / BlkBk On Line </li></ul><ul><li>Contact </li></ul><ul><li>Incentive </li></ul><ul><li>Test Drive </li></ul><ul><li>Finance </li></ul>Bucket Concept
    18. 18. Which Bucket?
    19. 19. Response <ul><li>Hello Mr. Snoke,  My name is Dave and I was told you might be interested in a new camry.  Feel free to call me and I would love to help you find the camry you are looking for.  If you have a questions please call. Thank you and have a great day.. 555-555-1212 </li></ul>
    20. 21. What was the question? <ul><li>Dear Craig, </li></ul><ul><li>My name is Neil in Internet Customer Relations.  I received your inquire on the 2010 Toyota FJ Cruiser.  </li></ul><ul><li>The Toyota FJ Cruiser is designed for adventure, tailored for any owner, and has extensive safety features. I would like to better assist you in your search by asking a few questions.  </li></ul><ul><li>What three colors are you interested in? </li></ul><ul><li>What options do you require? </li></ul><ul><li>What package did you have in mind? </li></ul><ul><li>Here at the dealership we have a huge selection of new and pre-owned vehicles.  Please call me with any questions you have on the 2010 Toyota FJ Cruiser.  My direct line is 555-555-1212. </li></ul>
    21. 22. Department Structure <ul><li>Internet Lead Management </li></ul><ul><ul><li>How many people do you need </li></ul></ul><ul><ul><li>Cradle to Grave vs BDC/CRC </li></ul></ul><ul><ul><li>When does a BDC make sense </li></ul></ul>
    22. 23. How many leads can your team handle? 300 450 525 1/mo 2/mo 3/mo
    23. 24. Case Studies
    24. 25. In-Dealership Day 1: AM <ul><li>Audience(s): Dealer, GM, and Internet/BDC Manager/Internet Sales </li></ul><ul><li>Review mystery shop with Dealer </li></ul><ul><li>One on One interview with all the key stake holders. Thirty minute sessions, </li></ul><ul><li>Observe the utilization of the store’s CRM. </li></ul><ul><li>Assess the use of the Phone in the Internet Lead Handling process </li></ul><ul><li>Discuss areas of Internet Lead Management concern </li></ul><ul><li>Isolate obstacles preventing the store from seeing greater results </li></ul><ul><li>Prepare recommendations and the Action Plan for afternoon workshop. </li></ul>
    25. 26. In-Dealership Day 1: PM <ul><li>Group Meeting </li></ul><ul><li>Audience: Dealer, GM, and Internet or BDC Manager </li></ul><ul><li>Discuss Current Results / E Vitals </li></ul><ul><li>Review the current Internet Lead Management process </li></ul><ul><li>Discuss the goals for the store’s Digital Operations </li></ul><ul><li>Discuss current obstacles that might be in the way of accomplishing the store’s goals </li></ul><ul><li>Address any questions or concerns that might come up during the assessment. </li></ul><ul><li>Present Recommendations </li></ul><ul><li>Agree to an action plan for Day 2 </li></ul>
    26. 27. In-Dealership Day 2 <ul><li>Audience: Stakeholders and Internet/BDC Manager </li></ul><ul><li>Morning: Work with the staff instructing and executing the chosen actions from the afternoon workshop meeting from Day 1. </li></ul><ul><li>Afternoon; Exit meeting (scheduled that morning to accommodate schedules) Audience: Dealer and GM </li></ul>
    27. 28. Discussion
    28. 36. -Break-
    29. 37. Next Steps <ul><li>Lead Management Process </li></ul><ul><ul><li>Do your eVitals provide evidence that you’re maximizing your potential? Y/N </li></ul></ul><ul><ul><li>Does your department structure match your lead volume? Y/N </li></ul></ul><ul><ul><li>Do you have a defined approach that everyone knows, understands, buys into and executes? Y/N </li></ul></ul><ul><ul><li>Are you getting as many sales from your Internet Department as you should be? Y/N </li></ul></ul><ul><ul><li>Does your technology support your process? Y/N </li></ul></ul>
    30. 38. Welcome Back
    31. 39. Media Consumption
    32. 40. Key Points <ul><li>Deciding which sites you should use </li></ul><ul><li>Defining 3 Strategies </li></ul><ul><ul><li>Growing your network of Friends, Followers and Advocates </li></ul></ul><ul><ul><li>Generating Content </li></ul></ul><ul><ul><li>Managing your online reputation </li></ul></ul>
    33. 41. Where do I start?
    34. 42. Be Selective
    35. 43. <ul><li>Personal Pages and Business Pages </li></ul><ul><ul><li>Make sure you know who is in control of the page </li></ul></ul><ul><ul><li>Personal pages should shy away from Relationship elections </li></ul></ul><ul><ul><li>Focus on: </li></ul></ul><ul><ul><ul><li>New product information </li></ul></ul></ul><ul><ul><ul><li>Community involvement such as charities and events </li></ul></ul></ul><ul><ul><ul><li>General automotive interest articles </li></ul></ul></ul>
    36. 44. <ul><ul><li>Don’t slam other dealers or products </li></ul></ul><ul><ul><li>Local Facebook ad-reach stats: Des Moines 179,480 </li></ul></ul><ul><ul><li>Allow access to salespeople to engage with their own community/network of friends </li></ul></ul><ul><ul><li>Create a Social Media Policy that becomes part of your employee handbook/packet </li></ul></ul>
    37. 45. Additional Sites <ul><li>Video Hosting </li></ul><ul><li>Picture Hosting </li></ul><ul><li>Public Messaging </li></ul><ul><li>*Reputation Management </li></ul>
    38. 46. <ul><li>Great place for posting </li></ul><ul><ul><li>Personalized video walk-arounds </li></ul></ul><ul><ul><li>Messages to customers you haven’t been able to reach by phone </li></ul></ul><ul><ul><li>TV Commercials (link to it in bulk emails) </li></ul></ul><ul><ul><li>Customer service announcements such as </li></ul></ul><ul><ul><ul><li>Car care tips </li></ul></ul></ul><ul><ul><ul><li>Service FAQ’s such as </li></ul></ul></ul><ul><ul><ul><ul><li>how to change the time on a clock </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Connect to Bluetooth </li></ul></ul></ul></ul><ul><ul><li>If you don’t post correctly it may have little SEO impact </li></ul></ul>
    39. 47. <ul><li>Great site for posting pictures </li></ul><ul><li>Used to track open rates on bulk emails (Pro Pkg) </li></ul><ul><li>Used correctly can have a huge benefit on Organic Search </li></ul><ul><li>Post photos of: </li></ul><ul><ul><li>New Product </li></ul></ul><ul><ul><li>Customers at Delivery </li></ul></ul><ul><ul><li>Special Ad Creative </li></ul></ul>
    40. 48. <ul><li>Confusing for car dealers </li></ul><ul><li>Not as many users as Facebook </li></ul><ul><li>Users tend to be leaders, more progressive and might be more likely to impact their network of friends </li></ul><ul><li>Set-up alerts to let you know when someone is talking about you </li></ul><ul><li>Respond to and Tag those customers when a negative Tweet goes out </li></ul>
    41. 50. More page one results…
    42. 51. Do opinions matter? <ul><li>73% of customers use a dealership review </li></ul><ul><li>21% have switched dealers because of information found in a bad review </li></ul><ul><li>E-Commerce Director… </li></ul><ul><li>“ I have around a dozen people every month come in off reviews asking for me.” </li></ul>
    43. 52. Why Reputation Management
    44. 54. Competition The right strategy can make you stand out above the competition.
    45. 56. Iowa Dealers
    46. 57. Positive Review
    47. 58. Personal Page
    48. 59. Handling Negative Reviews Non-verified reviews will not get posted online and will not be part of the starred scoring found on the Google listing.
    49. 60. Who is your store’s Social Media Champion
    50. 61. Managed Solutions
    51. 62. eCommerce vs Social
    52. 64. Social Media Managed Solutions
    53. 65. Why a Managed Site <ul><li>Individual Brand Identity </li></ul><ul><li>No Scavenging by other dealers or manufacturers with their online ads </li></ul><ul><li>Managed Solution = the work gets done </li></ul><ul><li>Pushes content to other sites </li></ul>
    54. 66. Why a Managed Site <ul><li>Includes custom content </li></ul><ul><li>Increases organic presence </li></ul><ul><li>Secures a presence on new sites monthly </li></ul><ul><li>Creates a genuine Community among customers and Employees </li></ul>
    55. 67. Community Page
    56. 68. Discussion
    57. 69. <ul><li>Social Media Strategy </li></ul><ul><ul><li>Do you have a dealership/group game-plan for: </li></ul></ul><ul><ul><ul><li>Creating your Social Media sites Y/N </li></ul></ul></ul><ul><ul><ul><li>Growing your network of friends/fans/followers Y/N </li></ul></ul></ul><ul><ul><ul><li>Creating and posting content Y/N </li></ul></ul></ul><ul><ul><ul><li>Reputation Management Y/N </li></ul></ul></ul><ul><ul><li>Do you have someone to do this in-house? Y/N </li></ul></ul>Next Steps
    58. 70. Action Plan <ul><li>I’d like: </li></ul><ul><ul><li>Lead Management : 2 day in-store Advanced Internet Lead Management Training $1750/day </li></ul></ul><ul><ul><li>Social Media : 2 day in-store Social Media and Reputation Management Installation $1750/day </li></ul></ul><ul><ul><li>To know more about : </li></ul></ul><ul><ul><ul><li>Lead Management Solutions </li></ul></ul></ul><ul><ul><ul><li>Community Sites/Managed Solutions </li></ul></ul></ul>________ ________ ________ ________ Dealership Name Position Phone eMail ______________________________________________________________________
    59. 71. Thank You
    60. 72. Social Media <ul><li>Why Social Media </li></ul><ul><ul><li>(social-nomics video) </li></ul></ul><ul><ul><li>Which sites do I use and what purpose do they serve </li></ul></ul><ul><ul><li>Social Media Don’ts </li></ul></ul><ul><ul><ul><li>Dealership administration… </li></ul></ul></ul><ul><ul><li>Best Practices </li></ul></ul><ul><ul><ul><li>Facebook, Twitter, Youtube, Flicker, Yelp, Merchant Circle </li></ul></ul></ul><ul><ul><ul><li>Reputation Management: Dealer Rater </li></ul></ul></ul><ul><ul><ul><li>Growing followers </li></ul></ul></ul><ul><ul><ul><li>Adding content </li></ul></ul></ul><ul><ul><li>What’s in it for the dealership </li></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Advocacy </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><li>Who executes the strategy </li></ul></ul><ul><ul><li>Social Media on Steroids </li></ul></ul><ul><ul><ul><li>Community pages </li></ul></ul></ul>
    61. 73. For updating facebook slides <ul><ul><li>Local Facebook ad-reach stats Fargo 85,460 , Omaha 327,240, Des Moines 179,480, St Louis 1,039,680, KC 1,081,920 and Wichita 399,000. </li></ul></ul>

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