This document discusses how social media and online reviews are important for automotive dealerships. It recommends using a centralized social media management platform to attract customers, connect with them online, and ultimately convert them into leads and sales. The platform allows dealerships to monitor reviews on all sites, respond to improve reputation, and promote positive reviews to increase business opportunities.

1. Pg. 51
Social Media for
Dealerships
Brian Fjeldsted
Director of Corporate Development
Social Dealer

3. SOCIALDEALER is a reputation and social media management platform
created to help automotive dealers easily manage their social profiles,
customer reviews, content and even engage with consumers, all
through one centralized web application.
Using industry-leading automotive technology
One Social Media
Reputation Software

4. STRATEGY FOR SUCCESS
LEAD GENERATION
SOCIAL MEDIA
REPUTATION •Promote
•Referrals
•Connect w/consumers
•Build buyers’ confidence •Retention
•Build relationships
•Get more reviews •Grow sales
•Grow loyal fan base
•Gain public image
•Reach viral audience
•Share positive reviews

5. What is a Social Dealer?
CONVERT
CONNECT
ATTRACT

6. Where are you?

7. CONVERT
CONNECT
Why Does Reputation Matter?
ATTRACT

8. 1: Online Reviews
In 2008, customers visited 3.6 dealers before purchasing a vehicle.
Today it is less than 1.8 dealers.
73% Of consumers consulted
online dealership reviews.
Reviews are used
to eliminate dealers!
Source: Yahoo!

9. 2: Reviews & Ratings are in
Your Search Results…
The Average Metro Dealer…

10. Reason 3:
Reviews have gone
MOBILE
where customers can
see your reviews
instantly!
Reviews are dominant
in Apple’s iOS 6 for
iPads and iPhones

11. Reason 4:
REPUTATION AFFECTS LEADS
A 2.7 Rating
between two
5 star dealers

12. A SUCCESSFUL REPUTATION
STRATEGY INCLUDES:
2. Use
1. Monitor reviews as 3.Respond 4. Get more 5. Promote
all review a means to to all positive positive
sites measure & reviews reviews reviews
improve
RESULTS: Get more reviews, Improve your average
rating, and drive more opportunities!

13. “PUBLIC CSI”
Reputation Dashboard
Where do you need more positive reviews to bring up
your average?

14. ENTERPRISE REPORTS

15. Monthly Unique Visitors on Review Sites
CONVERT
Yelp
30,700,000 20,900,000
Google Plus
Cars.com
Edmunds
CONNECT
DealerRater
Yahoo Local
8,400,000
Yellow Pages
33,000,000
ATTRACT
307,000
4,800,000
7,400,000
Monthly Unique Visitors provided as of 8/20/12 from compete.com

16. Total Reviews by Review Source
CONVERT
IS20 Group
Google Yahoo
27% Yelp Yellowpages
CONNECT
Dealer Rater
48%
ATTRACT
15%
4%
6%

17. Total Average Rating by Review Source
CONVERT
5 IS20
4.5
4
3.5
CONNECT
3
2.5
2
IS20
1.5
1
ATTRACT
0.5
0
Yellow Dealer
Google Yahoo Yelp
Pages Rater
IS20 4.61 2.81 2.96 3.77 3.6

18. RESPOND TO REVIEWS
CONVERT
Helpful Safety Tips
• Respond quickly
CONNECT
• Do not use a template response
• Research before responding
• Use this as an opportunity to learn and improve
ATTRACT

19. IN YOUR REVIEW RESPONSE
CONVERT
What to include:
• Apologize
CONNECT
• Empathize
• How you will rectify the situation.
• Be conversational and be personal.
• Never attack or argue
ATTRACT
• Restate your commitment to service

20. GET MORE REVIEWS
Just Ask
CONVERT
CONNECT
ATTRACT

21. GET MORE REVIEWS
In-Store Promotions
CONVERT
CONNECT
ATTRACT

22. GET MORE REVIEWS
In-Store Processes
CONVERT
• Measure, Review, Change, Repeat
CONNECT
• Touch Point Training
• Inspect What You Expect
ATTRACT
• Align Financial Recognition