Delivered by Dan Malloy, Product Manager with Naked Lime Marketing at Digital Dealer 17. In this presentation, you'll learn: • The impact of social media on reputation management. • How a response handling plan makes reputation management more effective. • Using customer surveys to get ahead of the reputation game.

1. The Internet Doesn’t Forgive and Forget

2. Reputation Management
Reactive Process
• Monitoring for online mentions.
• Monitoring for reviews on third party sites.
• Responding to reviews.

3. Reputation Management
Reputation is Key
• 78% of online Americans aged 18-64
use online reviews to help make their
purchasing decisions.
• 49% of automotive shoppers check
reviews while on your lot.
• Monitoring and responding are
important!
• Only reacting is not enough to
keep you in front of your online
reputation.

4. Reputation Management
Proactive Process
• Follow-up email surveys.
• Using Social Media to increase
engagement
• POS handouts for selected review sites.
• Encouraging customers to share
feedback.
• Featured testimonials on website or social
media.
• Reviews pages on your website.
• Addition of review site button to:
• Email signatures
• Website
• Email campaigns

5. Reputation Management
Social Media
• 80% of shoppers consult
social media.
• 62% cited Facebook as best
channel.
• 12% Pinterest.
• 11% Twitter.

6. Reputation Management
Social Media
Abundance of information to influence
customers:
• Customer conversations.
• Ability to share special events and incentives.
• Ability to add pictures (staff, customers,
inventory).
• Advertising opportunities.
• Customer reviews and Testimonials.
• And much more…

7. Reputation Management
Social Media
You must engage your customers in
order to:
• Encourage growth of your customer base
• Maintain positive relationships
• Increase brand recognition
• Increase brand reach
• Increase brand advocacy

8. Reputation Management
CSI Surveys
Follow Up Survey Emails
• Dealership branded, short surveys sent
within 48 hours after a sales or service
transaction.
• Opportunity to share experience with
dealership and on 3rd party review sites.
• Able to quickly follow up with customer
to resolve issues before CSI surveys.
• Can present opportunities to change
dealer processes and improve customer
experience.
• Impact to CSI surveys can be
monitored.
• OEM branded, longer surveys sent
about 10-14 days after a sales or service
transaction.
• Measures multiple aspects of
customer’s dealership experience.
• Provides data to allow dealers to make
process improvements.
• Survey response rates are monitored
monthly.

9. Reputation Management
Survey Emails
Common concerns about follow up emails:
• Sending out too many different
communications to customers.
• I’ll get too many negative reviews.
• These surveys will interfere with CSI
surveys.
In response to these concerns:
• Customers enjoy sharing their opinions.
• Frequency of email communications can be
monitored and controlled.
• Negative customers are 15.3% less likely to
consent to having their review published
online.
• On average, 93.42% of published monthly
reviews are positive.
• Follow up surveys are set up to send prior to
CSI surveys and have been shown to increase
CSI scores.

10. Reputation Management
Survey Emails

11. Reputation Management
Survey Emails

12. Reputation Management
Survey Emails

13. Reputation Management
Response Handling
• We’ve all seen how poorly
customer feedback can be
handled online…

14. Reputation Management
Response Handling
• And we’ve all seen
examples of how to
properly handle responding
to customer feedback
online…

15. Reputation Management
Response Handling
• Why is it important to respond to all reviews?
• Make sure customer issues don’t slip through the
cracks.
• 95% of complaining customers will do business
with you again if their concern is addressed.
• Effective responses increase positive loyalty
behaviors by more than 20%.
• 21% of car buyers changed dealership selection based on
review site interaction.
• Maintain positive relationships.
• Engage current and potential customers.

16. Reputation Management
Response Handling
• Benefits to a response handling
plan.
• All reviews are handled
professionally and in a timely
manner.
• Dealership is engaged with
customer base.
• More time to focus on customers
and day to day operation of the
dealership.
• Improved review site ratings.
• Increased referrals.

17. Reputation Management
Response Handling

18. Reputation Management
Recap
• Key ways to increase customer
satisfaction, loyalty, and overall
dealership success:
• Social media management.
• Customer follow up surveys.
• Response handling plan.

19. Reputation Management
Conclusion
• People will talk about your
dealership.
• Make sure you’re a part of
the conversation, when it
happens, where it happens.