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Global Digital & Multimedia
Ford Motor Company
Scott Monty (@ScottMonty)
Global Digital Communications
Ford Motor Company (@Ford)
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
Ninety percent of social
media is just showing up.
It’s the other half that’s hard.
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.
“If you wish to persuade
me, you must think my
thoughts, feel my feelings
and speak my words.”
Castle Automotive Group
Automotive Social Media Management
“Moving the Metal Through Social Media”
Founder & CEO of SOCIALDEALER
Dealer & CEO of the Castle Auto Group
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
Advertising budget of $50,000 per month
Retails 100-125 Vehicle Per Month
That’s about $400-500 Per Vehicle Retailed
Using newspaper ads, billboards, direct mail
Exchange traditional advertising outlets for
Decrease ad budget 75%
Increase advertising reach and effectiveness
See an Immediate sales increase
Lowering expenses, increasing sales equals
more profit dealership wide
AM/FM Radio Pandora
Direct Mail RSS feeds
Business to Business LinkedIn
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
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
Get Your Staff Involved in the Social
Personalized Staff business pages
Marketing your Dealership
Promoting your Brand
Sharing your inventory
Service department can get involved
Tips and Tricks from mechanics
Over stocked items
“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
First Things First
Be sure you are taking care of the basics:
• Engaging, SEO-friendly content
• Lead Management
Quality communication and customer service
Reputation Monitoring and Management – The Building
• Listen, Listen, Listen
Social tools allow you to understand customer and prospect sentiment
toward your brand. Don’t miss this opportunity!
Be smart & courteous
• Know When NOT to Engage
Don’t make the problem worse
Invite individuals to engage in an off-line conversation
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!
What is Engaging Facebook Content?
Fixed Ops Departments
Vehicle Interest /
New Model Info
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?
Ratings and Reviews Sites = Search Engine Rankings
• Don’t forget :
• Creating and maintaining profiles on these sites is crucial.
• Google, Yahoo and Bing all give priority to resources for
the local shopper
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!