Ids11 Version


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Presentation for Innovative Dealer Summit 2011

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Ids11 Version

  1. 1. 10 Things An Auto Dealer Can Do NOW To Succeed With Social Media TODAY<br />By: Rob Hagen<br />“Social media is not just about sales, it’s about your bottom line!”<br />
  2. 2. What Is Social Media?<br />Another common name is reputation marketing or management<br />Purest form of branding<br />Definition of branding: Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. (<br />
  3. 3. Core fundamentals of social media<br />Information sharing<br />Word of mouth<br />Top of mind awareness<br />Transparency<br />Permission based (vs. interruption based)<br />Collaboration<br />
  4. 4. Why Social Media?<br />Influence people in your community<br />Create brand ambassadors<br />Roughly 70% of Gen Y respondents say they are likely to sway a friend’s vehicle purchase; only 60% of Gen X and 50% of Baby Boomers claim the same.<br />More than two-thirds (67%) of Gen Y respondents look for information on a vehicle brand or model on social networking sites, up dramatically from 25% in the 2009 survey. (Deloitte Automotive Survey)<br />
  5. 5. Put A Social Media Policy In Place<br />Social Marketing Can Be A Double Edged Sword.<br />Elephants Never Forget, Neither Does Google.<br />People Are Forming Opinions, Without Having To Be A Customer.<br />A Policy Lets Employees Know What They Can And Can’t Do.<br />We Can Email You A Sample Copy, Email Me at<br />
  6. 6. Create A Strategy<br />The Difference Between Success And Failure is in The Strategy.<br />4 Steps To Creating A Winning Strategy<br />Investigate<br />Define Objectives<br />Choose Actions<br />Pick Your Platforms<br />
  7. 7. The Power Of Google Reviews<br />You’re Customers Are Goggling Your Dealership By Name, What Are They Seeing?<br />A Customer With A Bad Experience Has A Higher Level of Motivation Force than a Customer that a Good Experience.<br />1 Peer Recommendation is Worth 200 Traditional Media Impressions.<br />Non Negotiable: Ask Everyone of Your Customers to Leave A Review On Google.<br />Follow it Up With an Email and a Phone Call.<br />Thank Your Customer<br />
  8. 8. The Proof is in The Numbers<br />June 2010<br />9 Reviews, 2 Stars<br />
  9. 9. The Proof is in The Numbers<br />July 2010<br />25 Reviews, 4 Stars<br />
  10. 10. The Proof is in The Numbers<br />Sept 2010<br />44 Reviews, 4 1/2 Stars<br />
  11. 11. Build Real Relationships On Facebook<br />Ask Your Customers To Join You, Photo Tagging.<br />Ask Engaging Questions, Get To Know Your Customers.<br />Post Facebook Only Contests.<br />Listen, Listen, Listen.<br />20-20-60 Rule.<br />The Less You Pitch The More You Sell.<br />
  12. 12. Build Real Relationships On Facebook<br />Monologue No, Dialogue Yes.<br />It’s Not About You, It’s About Them.<br />Humanize Your Dealership, Bring Your People To The Forefront.<br />Sell Your Personality, Become One Of “US” Instead of Being Just One of “Them.”<br />Join In The Conversation, Start Your Own.<br />
  13. 13. Start a Blog, Become The Expert<br />Blogging Creates Authority.<br />Creates Influence<br />Creates Community<br />Search Engines Love Blogs.<br />Builds Your Personal Brand.<br />It’s The Hub Of Your Social Network, Everything Leads To The YOU.<br />Create A Strategy And Stick To It. <br />
  14. 14. Create A Company Newsletter<br />Ties In All Your Social Activity.<br />Creates Top of Mind.<br />Influences Repeat and Referral Business.<br />Creates Anticipation, Your Subscribers Will Look Forward to Reading It… If Done Correctly. <br />Put Signup Forms Everywhere.<br />Use Third Party Software<br /><br />Constant Contact<br />
  15. 15. Contests!<br />Ex. Union County School Pride Project<br />Community Driven Content<br />Captain Metro Honda<br />Added 5000 local likes in a little over a month<br />Gets people talking, both online and off!<br />Creates brand ambassadors<br />Have fun!<br />
  16. 16. Faceboook Ads<br />Market your fan page, an event or any other webpage<br />Very specific demographics: age, distance, male or female, common interests, friends of friends, and more!<br />Great reporting including respondents demographics<br />Easy budget management: set daily or campaign limits<br />Have a hook!<br />
  17. 17. Facebook Ad case study – Midlands Honda Fan Page<br />Criteria: Over 18, male and female, living within 50 miles of Columbia SC<br />Reach – 362,000 Facebook accounts<br />Time frame: 3 months<br />Results<br />Impressions: 11,527,158<br />Social impressions: 50.2%<br />Clicks: 2716<br />Actions: 605<br />Cost: $2517<br />
  18. 18. Track What People Are Saying<br />What are people saying?<br /><br />Google alerts<br /><br /><br />
  19. 19. Facebook Analytics<br />
  20. 20. Make your retail website more social<br />Add share buttons<br />Put a link to your blog<br />Socially bookmark new content<br />Add a Facebook Like box to your website<br />You can do the same with Twitter<br />Post videos on your site that link back to<br /> your Facebook page <br />
  21. 21. Bonus tip!<br />Slice off a little piece of your normal<br />monthly advertising budget and<br />dedicate it to social media and reputation marketing!<br />
  22. 22. Contact info<br />Contact me<br /><br />Blog:<br />Rob Hagen:<br />Cell (225) 938-0993<br />