The document discusses social media and reputation management strategies for auto dealerships. It notes that over 200 employees of Ancira Auto Group participate in community outreach. It also includes a customer service case study where a dissatisfied customer tweets a complaint and the dealership responds by offering a return visit. The customer declines the offer, praising the dealership's customer service instead.

1. 1Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com
Social Marketing &
Reputation Management
Part 2

2. 2Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com
Employee Participation; “Secret Sauce”
Over 200 Ancira Employees participate in community…

3. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

4. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

5. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

6. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

7. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

8. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

9. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

10. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com
Dear April Ancira,
Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you
not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media
outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I
was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say.
To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a
flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my
normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings I
was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th.
Fast forward to today and…the man in the red shirt told me that he didn't have any appointments scheduled for
me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous
oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil
change for me tonight anyway, but did give me a heads-up about the 2 hour wait.
Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less
than an-hour-and-a-half wait, so that made it even better.
So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired
afterward. I did get my discount and the free car wash that was included with the flyer. Also, I consider
myself to be a mostly patient person and am very much one to notice customer service;
whether or not my visit was tended to with prompt diligence, every person I spoke to from
earlier this week to today was very cheerful and willing to help (especially the man in the red
shirt). That being said, I would feel like I'm stealing from you by accepting your
complimentary offer…I will be happy to explain to everyone the fantastic service I received
after today's mishap, and am very happy that I chose to purchase my Kia from you all
[Ancira].
Many thanks and sincerity, J.R. Moreno

11. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

12. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com

13. Ralph Paglia; Digital Dealer 7 – Nashville, TN – November 1-3, 2009 ADMPC.com