IS20G9 Attendees Presentations

1. DIGITAL AIR STRIKE
Social @ Every Turn
Lori Glenn
Sr. Director, Sales &
Client Success
LGlenn@digitalairstrike.com
Sean Wendt
Manager, Sales Training
SWendt@digitalairstrike.com

3. Social Media is one of the
MOST powerful influences
on car buyers… if actively
managed.
The “cost of ignoring” social
media can turn prospects
away without dealerships
even knowing!

4. Social Media in Real Life

6. 75% of car buyers say using the internet, including social media and review sites,
were MOST helpful when researching car dealers - surpassing all other mediums.*
*2015 Automotive Social Media Trends Study

7. 81% of car buyers and 83% of service customers said online review
sites helped in their dealership selection process*
© 2016 Digital Air Strike| Reproduction Prohibited
Reviews matter MORE than
ever
*2015 Automotive Social Media Trends Study

8. 50% of car buyers (up from 45%
YOY) and 50% of service
customers ranked review sites
as the most influential
dealership selection tool.
50% ranked review sites as
the most influential
dealership selection tool
18% ranked review sites and a
dealership’s website as equally
influential
16% ranked a
dealership’s website as
most influential
16% all other responses
Review sites - Most helpful when selecting a dealer
*2015 Automotive Social Media Trends Study
Even more helpful than the dealer’s website*

9. What does your dealership’s reputation say about you?
Check the review sites showing
on Google page 1 & 2 – and
FACEBOOK IS A REVIEW SITE!

10. Online reputation = Advertising insurance
Review responses show
your customers that their
business is important to you

11. RESULTS
ü Facebook page gained 1500 likers
ü Gained 200+ reviews in 2016
ü DealerRater rating increased from 3.9 to 4.8 stars
ü Yelp rating increased from 2.5 to 4.0 stars
Kuhn Honda
Tampa, FL
RESULTS
ü Gained 4,000 Likers in 2016
ü Achieved 4.9 rating on Google
ü Achieved 4.5 rating on Cars.com
ü Cadillac Dealer of the Year award 3 years in a row
Crestview Cadillac
West Covina, CA
Advantage Chevrolet
Bolingbrook, IL
RESULTS
ü Gained 200 positive reviews in 2016
ü Achieved 4.9 stars with 393 reviews on DealerRater
ü Achieved 4.9 stars with 714 reviews on Cars.com
ü Achieved 5.0 stars (Sales & Service) on Edmunds.com
With process & technology, dealers boost
their online reputations & generate more leads

13. 50% of recent car buyers visited only one dealership before buying* (and
the average for all car buyers is visiting only 1.2 dealerships before buying)
*2015 Automotive Social Media Trends Study

14. Personalize and add offers to high ranking sites
Stand out from your
competitors with
dealer-specific
graphics
Use every opportunity to
keep prospects focused
only on your page
including custom photos,
offers and blocking
competitor ads

15. Engage with customers on social
Showing an active presence MATTERS

16. Customer near Stewart Chevy
Cadillac tweets about wanting a
new car
We reach out to customer on
behalf of Stewart on same day
Customer tweets back to let us
know she bought car from Stewart
and our team engages back on
same day
Leverage Twitter: Source for new prospects
Strike fast to keep your
dealership top of mind!

17. 21% of car buyers use Twitter
That number jumps to 30% for 17-34 year olds*
Why does Twitter matter?
16% of service customers use Twitter
That number jumps to 28% for 17-34 year olds*
*2015 Automotive Social Media Trends Study

19. Leverage social advertising
Source: Facebook
Facebook has 20% more accurate targeting than Google*
*Nielsen Digital Ad Rating Feb, 2015
Dramatically lower CPC than Google Ad Words
Users check Facebook 15-20x a day

20. Source: Facebook
The best targeting in digital
Geo
Demo
Social
Purchase Intent
Likely to Purchase within 90 days
Ideal Target
Audience

21. © 2016 Digital Air Strike| Reproduction Prohibited
First party lead gen technology
Leads delivered to your CRM
Leads are sent real time in ADF
format to CRM
Name: Gregory Das
Email:
gabel@digitalairstrike.com
Phone: (714) 423-2458
Model: 2016 Chevy Colorado
Offer: $500 trade in cash
Time: 5/2/16 10:00am

22. Facebook Ads + Lead Response = Higher Return
Respond Quickly &
Professionally to Drive
Conversions
NEW LEAD
Name: Gregory Das
Email:
gabel@digitalairstrike.com
Phone: (714) 423-2458
Model: 2016 Chevy Colorado
Offer: $500 trade in cash
Time: 5/2/16 10:00am

23. Highlight the WHYs in your response
Include: OEM events and incentives, dealership events and special offers, customer reviews,
dealership mission statements and anything else that compels a customer to pick your dealership
over another

24. Retarget bounced visitors to reconvert leads
Retarget those customers with relevant ads and
make it easy for them to quickly submit a lead right
through Facebook

25. • Over 50k individuals reached
• 31 Appointments
• 8 Vehicles sold
• 63% sold customers were NEW!
Lead gen results
Brown Chevrolet Buick GMC - April 2016
$31,244 gross return!

26. OEM synergy works
Dealers should highlight OEM incentives
and events through targeted ads
Paradise Chevrolet was looking to
move the 2016 Cruze with the lease
special. They sold 4 leases in one week.

27. Actively monitor your organic and paid content for comments and questions
Redefining what you consider a lead
Respond to comments
from ads that do not
appear in your timeline

28. Target in-market customers with
vin specific ads
Target customers with clear call-to-actions:
“Call Now,” “Get Directions,” or “Send
Message”
Increase website traffic
through the “shop
now” button that is
already included in the
ad
Use targeted ads to sell specific inventory

30. Survey all customers post transaction
On average,
Review Surge 4.0
helps a business
increase reviews by
approx. 15/month
with an average
star rating of 4.6
out of 5

31. Make it easy for your happy customers to post
reviews
Have a process and technology in
place with all team members (sales
and service) to help generate more
reviews

32. Respond to customers to let them know you care
Turn customers around by quickly
responding to reviews and show
prospects how much customer service
matters to your business

34. Stay front of mind with customers throughout their
buying and ownership lifecycle
Customer tweets about her new
Equinox and tags Merit
Chevrolet.
We respond on behalf of Merit
and Melonie favorites the tweet.
Her tweet gets ‘favorited’ by friends
making it more visible across the
twitter-sphere. Great coverage for
Merit Chevrolet.

35. © 2015 Digital Air Strike| Reproduction Prohibited
Discrepancy between other
review sites and Yelp
Apple isn’t ignoring
Yelp. Why are you?!
Don’t ignore Yelp: Use check-in offers to build loyalty

36. Retargeting from email campaign for service
Target Your Existing database and build loyalty
Your Email
DatabaseRajini.kanth@email.com
Raj.kumar@email.com
John@email.com
Sara@email.com
Jason@email.com
Meenu.johsi@email.com
Rajat.arora@email.com
Ankush.sharma@email.com
Samantha@email.com
Dan@email.com
Susan@email.com
Emails Matched
to Active Profiles
Lookalike
Audience
Audience Similar
to Active Profiles
© 2016 Digital Air Strike| Reproduction Prohibited
High Conversion Target Audience
previous customers + people that are similar to them
Call-to-action included in ad

37. Social Media is potentially the
MOST powerful influencer of car
buyers – if actively managed. The
“cost of ignoring” social media can
turn prospects away without
dealerships even knowing!

38. Request a free marketing budget review, intel report
or mystery shop for your dealership, group or OEM:
http://digitalairstrike.com/resources
Contact us:
sales@digitalairstrike.com

39. Thank you! Q&A?

40. DIGITAL AIR STRIKE
Social @ Every Turn
Lori Glenn
Sr. Director, Sales &
Client Success
LGlenn@digitalairstrike.com
Sean Wendt
Manager, Sales Training
SWendt@digitalairstrike.com