13. Facebook Product vision
clothing designer
clothing designer
restaurant
restaurant
favorite cereal
roommate
roommate
best friend
best friend
teammate
teammate tv show
tv show
mom
mom
brother
brother
dad
dad
celebrity
celebrity
tv show
tv show
coffee shop
girlfriend
girlfriend favorite band
favorite band
co-worker
co-worker
23. Try the Platform for Yourself!
$50 Facebook Ad Credit
1. Visit www.facebook.com/advertising
2.Use the credit code: AutoFree50 by
9/15/10
3.Visit www.facebook.com/couponFAQ to
answer questions
25. PUTTING
THE “CAR”
IN KARMA
Scott Monty (@ScottMonty)
Global Digital Communications
Ford Motor Company (@Ford)
26. We have a fundamental challenge:
Q: Thinking about everything you have read, seen, or heard
about business in the last year, in general, do you trust corporations
a lot less, a little less, the same, a little more, or a lot more than you
did at the same time last year?
Source: Edelman Trust Barometer, 2009
27.
28. Ninety percent of social
media is just showing up.
It’s the other half that’s hard.
38. A few tips & ideas
• Spend more time in search than in chatting us up about your stuff.
• Your customers might not be on Twitter. Use RapLeaf to find them.
• Promote other people 12x to every 1 self-promotional tweet.
• A lot of @replies shows a lot of humanity/engagement.
• Spamming us repeatedly is okay. We just unfollow you.
• Have more than one twitterer at the company. People can quit. People
take vacations. It’s nice to have a variety.
• Ask questions. Twitter is GREAT for getting opinions.
http://bit.ly/50Tips http://bit.ly/50BizIdeas
39. “If you wish to persuade
me, you must think my
thoughts, feel my feelings
and speak my words.”
50. Automotive Social Media Management
“Moving the Metal Through Social Media”
Joe Castle
Founder & CEO of SOCIALDEALER
Dealer & CEO of the Castle Auto Group
1-888-Get-SOCIAL
51. Increase profitability in a down economy
Get better returns on advertising dollars
Drive customer retention & loyalty
Adapt marketing strategies to stay at the
head of the fast changing digital marketplace
Identify and reach in-market car buyers
1-888-Get-SOCIAL
52. Advertising budget of $50,000 per month
Retails 100-125 Vehicle Per Month
That’s about $400-500 Per Vehicle Retailed
(PVR)
Using newspaper ads, billboards, direct mail
1-888-Get-SOCIAL
53. Exchange traditional advertising outlets for
digital outlets.
Decrease ad budget 75%
Increase advertising reach and effectiveness
See an Immediate sales increase
Lowering expenses, increasing sales equals
more profit dealership wide
1-888-Get-SOCIAL
54. Television YouTube
AM/FM Radio Pandora
Newspaper Facebook
Billboards Twitter
Direct Mail RSS feeds
Business to Business LinkedIn
1-888-Get-SOCIAL
55. Advertising budget of $10,000 per month
Retails 125-150 Vehicle Per Month
$125-$150 Per Vehicle Retailed (PVR)
Using Internet Marketing and Social Media
1-888-Get-SOCIAL
56. Identify In-Market Car Buyers
Target buyers by demographics
(sex, age, location etc.)
Communicate with your customers in real-time
Reach exponentially more people for a fraction
of the cost
Increase customer loyalty by becoming a part
of your customers daily life and drive retention
1-888-Get-SOCIAL
57. Get Your Staff Involved in the Social
Media Revolution.
Personalized Staff business pages
Marketing your Dealership
Promoting your Brand
Sharing your inventory
Service department can get involved
Recall notifications
Maintenance reminders
Service specials
Tips and Tricks from mechanics
Parts Department
Over stocked items
Aged inventory
Accessories
1-888-Get-SOCIAL
58. “Social media isn’t the end-all-be-all, but it offers marketers
unparalleled opportunity to participate in relevant ways. It also
provides a launch pad for other marketing tactics. Social media is not an
island. It’s a high-power engine on the larger marketing ship.”
– Matt Dickman, technomarketer.typepad.com
1-888-Get-SOCIAL
61. First Things First
Be sure you are taking care of the basics:
• Specials
• Engaging, SEO-friendly content
• Lead Management
Response times
Quality communication and customer service
62. Reputation Monitoring and Management – The Building
Blocks
• Listen, Listen, Listen
Social tools allow you to understand customer and prospect sentiment
toward your brand. Don’t miss this opportunity!
• ENGAGE
When appropriate
Be smart & courteous
• Know When NOT to Engage
Don’t make the problem worse
Invite individuals to engage in an off-line conversation
63. Opportunity – Fixed Operations
• App. 12M units will be sold this year
244M units currently on the road
Average life of a vehicle is now 9.2 years
Owners need to service their cars
and you need to fill the service bays!
64. What is Engaging Facebook Content?
Fixed Ops Departments
Vehicle Maintenance
& Care
Vehicle Interest /
New Model Info
65. Your Customer and Social Media
Maintaining a social presence gives your
customers an outlet for sentiment
• What would happen if you posted a testimonial from a
customer and tagged it?
How many people would you reach with that positive message?
66. Ratings and Reviews Sites = Search Engine Rankings
• Don’t forget :
Yelp
Dealerrater
CitySearch
Google Places
Yahoo! Local
Etc…
• Creating and maintaining profiles on these sites is crucial.
• Google, Yahoo and Bing all give priority to resources for
the local shopper
67. The Social Commitment
• Facebook, Twitter and others do not update themselves
Stale or abandoned pages hurt instead of help
• Local business review sites collect history
Do you have a plan to encourage online reviews?
Free Oil Change with online review!
69. Thank You
This webinar will be available on-demand in 24 hours at
www.autonews.com/webinars. All registrants will
receive an e-mail notification when it is available.
70. Try the Platform for Yourself!
$50 Facebook Ad Credit
1. Visit www.facebook.com/advertising
2.Use the credit code: AutoFree50 by
9/15/10
3.Visit www.facebook.com/couponFAQ to
answer questions
