Brickell motors integrated social media marketing

1. Mario Murgado
President & CEO
Brickell Motors
Leveraging Social Media to Attract More Customers for Less
Brickell Motors has been - and continues to be - an early adopter of Social Media strategies and
tactics. Their experience has enabled them to quickly identify which Social Media work and how
best to leverage them to attract, retain, and build deep customer relationships - all while
reducing marketing spend. In this joint presentation, Sean and Mario will join forces to present a
case study demonstrating how Brickell Motors utilizes Social Media to:
• Generate website traffic & leads at a lower cost than traditional advertising
• Convert Social Media leads into sales
• Communicate with thousands of customers for free
• Build a high quality customer database to support sales & service today &
tomorrow
• Reinforce the brand throughout the Social Media community
• Improve natural search engine results
• Strengthen their online reputation
• Promote their involvement in the community & support of worthy causes
• Increase both customer & employee satisfaction & retention
Sean and Mario will explain the step-by-step process they followed to develop and execute the
Brickell Motors Social Media strategy. They will also share specific metrics that show the
dramatic improvements achieved in marketing, sales, service, and retention, and the reduction
in traditional mass marketing spend.

2. EnablingSocialSyndication

3. MyMiamiHonda.com

4. BrickellHonda.com

5. Phone
Flow

6. Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)
Brickell Honda
Story, Article
or News
DEALERSHIP SPONSORED
SOCIAL NETWORK
(community)

14. http://www.scribd.com/doc/20703026/The-
Influenced-Social-Media-Search-and-the-
Interplay-of-Consideration-and-Consumption

17. • Content = Traffic (think) More Content = More Traffic
• Traffic = Sales Opportunities (think again)
• More Sales Opportunities = ? (if you’re wrong, you’re fired!)
55% More Website Visitors
for Dealers that Blog… (doh!)

22. Trademark Protection
 Creating a dealership brand, reputation and website is no
longer about just claiming your domain name.
 Dealers should claim their name, brand, campaign, and
franchises across hundreds of social media networks.
 This not only protects a dealer’s unique Trademark and brand
name, but also helps create a channel for content delivery
and messaging among automotive consumers that ensures
Top Of Mind awareness, Dealer and Franchise consideration.

23. Dealer Visibility
• Social Media has emerged over the past 5 years as one of the
most effective advertising media for automotive retailers.
• Dealers can no longer ignore the Social Media automotive
consumer base. It is large, motivated and controls a vast amount of
vehicle and service purchasing power. Trends in buying behavior
are multiplying faster than ever with the help of social media.
• Dealers must stay visible and continuous across the entire Social
Media spectrum. This means spreading the same image or
Branding throughout each Social Media community, while still
customizing its approach to each site’s different population.
• Dealerships can customize their approach to demographic
segments in each Social Media community, while still maintaining
overall brand and/or dealer group image.

24. Online Reputation
• Each Dealer’s Online Reputation is the most important aspect of its
participation in Social Media. In the age of instant gratification and
immediate response a negative review can have a derogatory impact on
sales for months to come.
• A positive or negative review will trickle down the ranks and be seen by
many in the community.
• Good reviews pay off dividends, and the investment is minimal. Dealers
have the power to help promote good reviews and push down negative
reviews in search results.
• A dealership can utilize unique marketing and advertising tactics in these
spaces. There are few rules in this ever-changing social landscape.
However, the golden rule still exists, the customer is always right, and now
they can really let you know.
• A dealership’s employees must take part in their Social Media
communities. The more your team puts in, the more you’ll get out.

25. Search Engine Optimization
• SEO is key to a successful automotive digital marketing
strategy. It is proven that Google’s search results directly
correlate to website traffic, sales and service leads and the
revenue they help create. The higher the rank of a dealer’s
website within Search Engine Results Pages (SERP), the
better the traffic.
• Traffic = Sales
• More Traffic = More Sales
• Use a Social Media Account/Profile creation service that will
insert hundreds of links back to your dealership’s website…
Broadcasting a clean, consistent and clear message across the
Social Media web.

26. • Create a unique dealership email address that links to all new
social media accounts and profiles.
• Cross checks your preferred Username against all social
media sites and note where it is already reserved.
• Claim your dealership’s unique Username
- Secure your dealership name in the form of a username on every
site, where it has not yet been claimed.
- Select a consistent alternate username
• Confirm all registration verification requirements
• Uploads a profile picture onto each Social Media site
• Insert dealership’s chosen URL to create traffic generating
back-links, search rank and authority
Social Media Account/Profile Creation

27. • Insert a designated URL into each Social Media site
• Post a short Bio in each Social Media profile
• Insert address, telephone, first and last name, POC’s
• List all keywords, likes, interests related to your dealership
• Provide profile summaries with link to all Social media profile
pages under username’s vanity URL.
• Allow for spreadsheet export of all social media profiles
containing URL and brief description of Social Media Site
Tier 10 Social Media Account Services

28. How do you know what and how to integrate
and then measure if it is getting results?

31. Brickell Honda’s 343 Social Media accounts and profile pages are
organized into 15 categories based on the type of content that is appropriate
to post into each site… 85 accept automated content feeds.

32. Brickell Honda’s Social Media Management Dashboard set up by
Tier 10 Marketing allows quick comparisons of the latest rankings and SEO
authority for over 500 User Generated Content (UGC) sites allowing Brickell’s
Social Marketing team to quickly determine where content placements will
reach the most consumers in the Miami area…

33. As seen in this example, when comparing Viddler to Howcast,
which was shown in the previous screen, Brickell Honda can reach more
consumers and gain more SEO rank and authority by placing videos on
Viddler first, then on Howcast if there is time available… However, based on
the pop-up description provided for Howcast, we also know that is the Brickell
Honda video is a “How To” video, then it would be more relevant on Howcast!

34. The professional marketer’s secret weapon
now has lead generating capabilities!

35. 37
12
www.Slideshare.net/Brickell_Honda

36. www.Slideshare.net

37. www.Slideshare.net/Brickell_Honda

38. www.Slideshare.net

39. Does your Facebook Page represent your
dealership’s brand and current promotions?

40. www.Facebook.com/BrickellHonda

41. Send an Update
www.Facebook.com/BrickellHonda
Tere are many ways to use Facebook as a means of
communicating and maintaining relationsip with customers.
The use of Fan Page Updates is a key method to turn Fans into
ales, referrals and recurring service drive revenue..

42. www.Facebook.com/BrickellHonda

43. www.Facebook.com/BrickellHonda

45. www.Facebook.com/PenskeCars

46. www.PenskeCars.com

47. Does your YouTube Channel represent your
dealership’s brand and current promotions?

49. 1. Application Layer Integration
2. Automated Syndication
(RSS/widgets)
3. User Triggered Syndication
4. Manual Placement (copy & paste)

50. www.MyMiamiHonda.com

53. After I click the “Share” button below a photo in Brickell Honda’s MyMiamiHonda.com social
network, a new window automatically pops open and Facebook recognizes me, has me already logged
in and the photo’s headline, description and thumbnail is preloaded and ready to go… I add a
comment in the box at the top explaining why I am sharing this Honda dealer’s image because it
shows a business reinvesting in the local community… Wouldn’t you? If user is not in the mood to
type, they can just click the “Share” button on the bottom right…

56. When I was dropped back into
MyMiamiHonda.com, I clicked on
the Twitter link… With that one
click of my mouse, the site’s
syndication integration pushes a
status update to the Miami Honda
Twitter account, ready to share
with customers, friends, family,
coworkers (Twitter followers) in a
nicely pre-populated message…
With a link to the photo!

57. When a consumer wants to share content from MyMiamiHonda.com on
Twitter, they click the Twitter link… With that one click of my mouse,
the site’s syndication integration pushes a status update to their own
personal Twitter account, ready to share with friends, family, coworkers
(Twitter followers) in a nicely pre-populated message… With a link to
the photo! In this example, the visitor to MyMiamiHonda.com shares
Mario Murgado’s photo from the Brickell Honda Toy Drive with 3,063
Twitter Followers…

58. What about Search Engines?
Will Social Network pages, blogs, etc. be
indexed by Google?
Is there any value to references made about
our dealership and the anchor text links
that we put into our profile pages?
Brickell Social Media Profiles in Search
Engine Results Pages (SERP)…
Measured in “Pages” rather than “Position”!

59. SERP #1

60. SERP #1.5

61. SERP #2
100% Brickell
Motors controlled
or Owned sites

62. SERP #3
100% Brickell
Motors controlled
or Owned sites

63. SERP #4
100% Brickell
Motors controlled
or Owned sites

64. SERP #5
100% Brickell
Motors controlled
or Owned sites

65. SERP #6
100% Brickell
Motors controlled
or Owned sites

66. SERP #7
100% Brickell
Motors controlled
or Owned sites

67. SERP #8
100% Brickell
Motors controlled
or Owned sites

68. SERP #9
100% Brickell
Motors controlled
or Owned sites

69. SERP #10
100% Brickell
Motors controlled
or Owned sites

71. 1. Set Up a “Profile” for each Dealer/Owner
2. Create a “Group” for your Franchise/Brand
3. Create a “Fan Page” for your Community
4. Post Links to dealer eCommerce site content items

72. Ads were seen 7,201,334 times in October by
Facebook members who live near the two
dealerships in this case study…
1,730 of those Facebook members clicked on
one the two dealer advertisements…
Since we spent $1,595.25 for the Facebook Ad
Campaigns, each click customer visit to our
community site, or Fan page cost 92 cents.
To show Facebook members our dealership
ads 1,000 times, it cost 22 cents…

73. Thank you for considering Brickell Honda’s
Social Meda Marketing Strategies and Tactics
Presentation available at: www.ADMPC.com
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