Digital Dealer 11 Las Vegas Dan Moore presented about increasing customer engagement by using multiple verticals to communicate

1. THE NEW WAYS TO
INCREASE
CUSTOMER ENGAGEMENT
DAN MOORE, CEO
SMART WEB CONCEPTS
DMOORE@GETSWC.COM
Tuesday, October 18, 11

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3. GOAL OF THIS SESSION:
AFFECT
THE WAY YOU THINK ABOUT
COMMUNICATION
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5. WHAT ARE THE VERTICALS ?
AND THE OPPORTUNITIES ?
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7. LETS DO A QUICK
DRILL
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8. LETS DO A QUICK
DRILL
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9. LETS DO A QUICK
DRILL
What is your PREFFERED method of communication?
★ Face to Face?
★ Text Messaging?
★ Email?
★ via Social Media?
★ Skype or Face Time?
★ Chat/IM?
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11. WHAT IS MY CUSTOMER
DOING?
AND WILL OFFERING OTHER
FORMS OF COMMUNICATION
BE EFFECTIVE
DURING PEAK TIMES
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13. ONE COMPANY’S PAIN ?
ANOTHER’S ROI ?
• According to the Center for
Internet Addiction, employers
lose nearly $4 billion dollars
each year to internet misuse.
Although the internet has
greatly improved many
industries and workplaces, the
constant presence of it can be
overwhelming. There is often a
blurred line between personal
and work use.
• Do you see an opportunity
here?
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15. BREAKING DOWN THE
FORMS OF
COMMUNICATION
CHAT EMAIL SOCIAL WEBCAM MOBILE VIDEO
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17. WHAT ARE THE BENEFITS OF
CHAT?
• With more traffic visiting your
website than your store, why
wouldn’t you focus more time and
resources to catch these
opportunities for engagement?
• Setting up a chat strategy that
provides the customer with the
ability to be in contact with Parts,
Service, and Sales will ultimately
create more consumer engagement.
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19. BEST PRACTICES OF
CHAT
• Be available to chat during business hours.
• If you don’t have the time or the manpower, look into
a managed solution.
• Just like phones, create a process and scripts for all
departments.
• Have a Passive and Proactive chat client to increase
engagement.
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21. WHAT ARE THE BENEFITS OF
EMAIL?
Like phones, email in
conjunction with other
communication verticals
can increase
deliverability and
engagement from
consumers.
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27. BEST PRACTICES
EMAIL
• No multi sized fonts with RainBow COLORS.
• Text-only emails if you can control yourself,
with majority of people receiving their emails
via mobile phone make it easy for them to read.
• Use links instead of images to help with spam
and mobile friendly emails.
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29. WHAT ARE THE BENEFITS OF
SOCIAL MEDIA?
With social media such a
popular channel for day-to-
day engagement, this vertical
offers real time messages to
the end user while by-passing
spam and other challenges we
have using other
communication channels.
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31. BEST PRACTICES OF
SOCIAL MEDIA
DRIVE AWARENESS THAT YOU
COMMUNICATE VIA SOCIAL MEDIA.
•Encourage staff to have a personal social page to engage
with customers.
•Messages should be personable and content rich.
•When providing links try to keep them with in the social
media platform.
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33. SAMPLE PAGES:
FACEBOOK
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35. SAMPLE PAGES:
TWITTER
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41. TWITTER = MATRIX
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43. TWITTER WITH TWYLAH
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45. WHAT ARE THE BENEFITS OF
WEBCAMS?
• Web cam can provide a virtual
person to person engagement that
ultimately leads to a quicker
rapport than an email
communication.
• Skype and phones offer webcam
features. These are great tools
that are often ignored in many
Dealerships.
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47. BEST PRACTICES OF
WEBCAMS
• Practice with co-workers,
friends, and family to become
more comfortable.
• Set up the different services and
become familiar with how they
work.
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49. WHAT ARE THE BENEFITS OF
MOBILE?
• What can we say about technology
other than its ever changing and
offering more ways to reach people.
• Smart phones these days offer
functionalities of SMS, Chat, Video,
Social Media, and of course phone. Its
like a Swiss Army Knife of
communication and allows people not
to be chained to a desk allowing a high
level of production to be accomplished.
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51. BEST PRACTICES OF
MOBILE
•Find away to empower your Dealership
to use this tool.
•Get training on how to maximize its use!
•Set up Video, Social Media, Email,
CRM, and Chat on the device.
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53. WHAT IS IN YOUR CUSTOMERS POCKET ?
HOW DO YOU COMMUNICATE WITH THEM ?
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55. WHAT ARE THE BENEFITS OF
VIDEO?
• Video is an a great way to enhance
email and social communications
by sending the consumer a direct
message telling them about you,
your company and your product.
• On a side note we can’t dismiss its
organic search abilities if
deployed and video channels with
the proper keywords as well.
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57. BEST PRACTICES
VIDEO
• Focus on the message vs. the professional quality.
• If you haven't already, build a library of testimonials, welcome
to the Dealership, and about us, and vehicle walk-around.
• Build a YouTube channel if you haven't already.
• Use a tool like Eyejot.com for video emails.
• Some video deployment resources for the over achievers;
www.tubemogul.com or www.Blip.tv
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61. THE NEW WAYS TO
INCREASE
CUSTOMER ENGAGEMENT
DAN MOORE, CEO
SMART WEB CONCEPTS
DMOORE@GETSWC.COM
facebook.com/ twitter.com/
smartwebconcepts smartwebconcept
Tuesday, October 18, 11