Big Bob's Auto is an upscale used car dealership that spends $52,000 per year on Yellow Pages advertising, $5,000 on their website, and $7,000 on print campaigns. They do not currently invest in social media. The owner wants to double annual sales from $3.4 to $7 million in 3 years through improved customer experience, marketing optimization, and revenue generation using social media.

1. Group 1 – Big Bob‟s Auto
 Upscale Used Car Dealership
 Yellow Pages = $52,000/year – includes online
 Website = $5,000/year
 Print Campaigns = $7,000/year
 SM investment = $0/year
 Typical ROI = Sales weekend of their
campaign
 Outcome: Wants his 3 children to double the
business in size from $3.4 million per year to
$7 million per year in the next 3 years

2. Calgary‟s 1st Choice for Previously Owned Upscale Cars
April 12, 2012
Prepared by: Nancy Funke, Megan Kerluke, Deb Cygman, Joe Packard

3. Business Objectives
 Objective
 Double sales from $3.4 million per year to $7 million
per year in the next 3 years through customer
experience, marketing optimization and revenue
generation.
 Big Bob‟s Customer
 Jack :50 -65 year old male with disposable income.
 Loves upscale cars, car shows, car magazines
 Frequents websites to keep up to date on what is
available on the market.
 Ideal car makes: Jaguar, Porsche, BMW, Mercedes
 Likes to “tinker” and do minor upgrades. He loves to
drive his prized possession for all to admire.

4. Business
Strategy/Compass
 Revenue Generation:
(where and how Big Bob’s generates revenue)
 Determine rate of growth over 3 years to reach
monetary objective.
 Engage in social media channels.
 Add services (source vehicles for customers, add
branded product, parts).
 Increase customer base.
 Increase customer retention by providing full vehicle
service ie. Sourcing, purchase, warranty, body shop
(or body shop out-sourcing), detailing, service and part
sourcing.

5.  Marketing Optimization:
(improve effectiveness of marketing programs)
 Evaluate current marketing costs and reallocate
as needed to become more efficient and
effective.
 Introduce the use of social media channels for
marketing and to provide a platform for
customer interaction.
 Introduce an online forum.
 Develop an event calendar featuring private
sales, part sales, car shows, road rallies and
organized group drives.
 Add a fundraising/charity aspect to the business.

6.  Customer Experience:
( improve relationship with customers
& their experience with Big Bob’s Brand)
 Increase reach and interaction via reallocation of
marketing spend to include social media channels
 Increase customer awareness of existing & new services,
to include social media & event involvement opportunities.
 Improve the customer experience and retention
○ Provide a full service car dealership. ie. Sourcing,
purchase, warranty, body shop, detailing, service and part
sourcing.
○ Hire a professional „stager‟ or interior designer to create a
great first impression for new clients entering our
showroom, and a welcoming atmosphere (coffee/tea etc.)
 Continually offer training and personal improvement
programs for our representatives to enhance positive
atmosphere and improve/maintain excellent customer
service/rapport

7. Metrics
Outcomes Insights required Metrics (define success)
Customer Experience How customers feel before, during, and after •Positive client feedback via social media channels, email,
any (sales or non-sales) interactions with our phone face-to-face, surveys.
company and our representatives. •High level of engagement in our online forum (and
What customers say and share with others increasing).
about their experience with us. •Clients returning for repeat sales and for extended
services.
•New clients from Social Media campaigns and referrals.
•Number of customers utilizing the new services as well as
repeat customers.
Marketing Optimization Not only looking at our old and current •Face to face visits, before vs. after SM
marketing plan to see what has worked but •Number of sales related to new social media marketing.
also looking ahead for new marketing This would be identified in the customer satisfaction
methods to expand our business. surveys and through the redemption of online sales and
specials.
•Money saved using social media channels vs. traditional
marketing.
Revenue Generation How we generate our positive cash flow, and •Number of sales after implementing the new social
looking beyond just our “unit “sales media plan compared to previous sales records.
•Number of after market sales based on new service
offerings. Such as, branded products and repairs.
•Offer brands website/forum sponsorship and/or ad
opportunities.
•Hosted events

8. Organization-Gap Analysis
What you have? Action Required? What you need?
Skills in house? Hire a new staff member (community manager) or contractor Need a staff person or contractor specifically
The owner’s daughter enjoys to specifically focus on social media. dedicated to working on the dealerships
photography and one of his sons likes social media.
researching and writing about cars.
Who sets the strategy? The community manager or consultant will set the social A designated staff person or consultant.
media strategy. This person will develop the social media
strategy and undertake the maintenance and promotion of
the dealership using social media channels.
Tools? Purchase a new computer, scanner, camera, video and useful The tools required are: new computer,
books. The social media platforms and online forum will be scanner, camera, video camera, books and
established or upgraded by the designated staff member or training.
consultant. The website upgrade will most likely be done out The social media platforms, forum and
of house by our previous web company, but this will be done website all need to be established or
in coordination with the community manager. upgraded.
Required training? Register interested staff in courses on social media ie. Training for contributing staff members ie.
Professional photography, writing for blogs. Blogs, photographs, articles.
Collaboration? ? ?
Corporate culture? The best way to do this is to demonstrate what can happen To convince the owner that social media is a
The owner of the car dealership does when social media is not addressed ie. Negative reviews on good tool for promoting and growing the
not believe that there is value in social the internet. dealerships customer base.
media. However, the children who are
inheriting the dealership think that this
is the best way to grow the dealerships
clientele.

9. Analytics Twitter
Flicker
Yelp!
PASSPORTS
Website OUTPOSTS
YouTube
Facebook
Forum
HOME
BASE
Blog
Listening
Channels:
Yelp!
Google Alerts
Stumbleupon

10. Technology
 Get Clicky-Will be used to gather analytics from our
website and blog.
 Technorati-Will be used to monitor our blogs online
usage and rating. It will also provide us with access
to other blogs with similar subject matter. This will
help us generate ideas for our blog posts and
demonstrate what topics are popular.
 Both Klout and Peer Index-Will both be used to
monitor our social media tools. We plan to use both
platforms for the first six months, after the trial period
we will determine if we want to continue using both
platforms. These platforms will also be used to reach
out to industry experts and similar organizations.