When looking to buy a new or used car, more and more people are going online first, rather than immediately to the dealership. More importantly, car buyers are logging onto Facebook, Twitter, and Google+ to discuss and ask for advice from friends and family on a potential car purchase. After the entire process is over, they are logging back on to Facebook and Twitter to discuss their experience at your dealership. Phil Penton will be discussing the importance of Automotive Social media and why it is essential for your dealership to establish a strong online social media presence.

1. Social
Media
for
Dealerships
Presented
by
Phil
Penton
Partner
and
President
of
Social
Dealer
Page:
41

3. ABOUT
SOCIALDEALER
SOCIALDEALER
is
a
reputaEon
and
social
media
management
plaGorm
created
to
help
automoEve
dealers
easily
manage
their
social
profiles,
customer
reviews,
content
and
even
engage
with
consumers,
all
through
one
centralized
web
applicaEon.
Using
industry-­‐leading
automo2ve
technology
Reputa2on
One
So;ware
Social
Media

4. Strategy
for
Success
LEAD
GENERATION
SOCIAL
MEDIA
REPUTATION
•
Build
buyers’
confidence
•
Get
more
reviews
•
Gain
public
image
•
Share
posiEve
reviews
ATTRACT
•
Promote
•
Connect
w/consumers
•
Referrals
•
Build
relaEonships
•
RetenEon
•
Grow
loyal
fan
base
•
Grow
sales
•
Reach
viral
audience
CONNECT
CONVERT

5. What
is
a
Social
Dealer?
CONVERT
CONNECT
ATTRACT

6. Reason
1:
IN
2008
CUSTOMERS
VISITED
3.6
DEALERS
BEFORE
PURCHASING
A
VEHICLE
–
TODAY
ITS
LESS
THAN
1.8
73%
Of
consumers
consulted
online
dealership
reviews
REVIEWS
ARE
USED
TO
ELIMINATE
DEALERS!
Source:
Yahoo

7. Reason
2:
REVIEWS
AND
RATINGS
ARE
IN
YOUR
SEARCH
RESULTS
.
.
.
THE
AVERAGE
METRO
DEALER..

8. 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

9. Yelp: Why is it important?
Yelp Reviews display
automatically in Mobile
Search Results
20%
29%
Google
Plus
Cars.com
31%
8%
0%
7%
Yelp
5%
Edmunds
Yelp rounds out the top three
reputation sites in terms of Monthly
Unique Visitors

10. Reason
4:
REPUTATION
AFFECTS
LEADS
A
2.7
RaEng
between
two
5
star
dealers
No
stars
1
star

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

12. “PUBLIC CSI”
Reputation Dashboard
Have positive reviews been
promoted on your social
Have all the negative reviews sites?
Where do you
been responded to? need more positive reviews to bring up your
average?

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

14. Total
Reviews
by
Review
Source
NE
Region
Dealers
15%
8%
43%
Google
Yahoo
Yelp
Yellowpages
Dealer
Rater
Honda
22%
Chevrolet
3%
31%
56%
24%
51%
14%
2%
9%
9%
11%
2%

15. Total
Average
RaEng
by
Review
Source
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
NE
Region
Toyota
Honda
Chevrolet
Google
NE Region
Toyota
Honda
Chevrolet
Yahoo
Yelp
Yellow
Pages
Dealer
Rater
3.11
3.15
3.52
3.36
2.57
3.86
3.82
3.73
2.46
3.07
2.8
3.3
2.07
3.87
3.81
3.88
3.53
4.47
4.48
4.56

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

17. IN
YOUR
REVIEW
RESPONSE
What
to
include:
• Apologize
• Empathize
• How
you
will
rec2fy
the
situa2on.
• Be
conversa2onal
and
be
personal.
• Never
a`ack
or
argue
• Restate
your
commitment
to
service

18. GET
MORE
REVIEWS
In-­‐Store
PromoEons

19. GET
MORE
REVIEWS
In-­‐Store
Processes
• Measure,
Review,
Change,
Repeat
• Touch
Point
Training
• Inspect
What
You
Expect
• Align
Financial
RecogniEon

20. BUILDING
YOUR
AUDIENCE

21. SOCIAL MEDIA CHALLENGES
FOR DEALERS
1. Getting Users to Engage & Share your content is
difficult
2. Dealers have limited Staff and Budget to Efficiently
Manage All Aspects of Social Media
3. Social Media Is Very Large & Complex – Requires
significant Time to be effective
4. ROI is not immediately recognizable in social
media

22. A SUCCESSFUL SOCIAL MEDIA
STRATEGY INCLUDES:
1. Capture all
relevant social
information
2. Create an
environment
to engage
3.Target InMarket
Prospects &
Customers
4.Engage
with fans to
reach their
friends
5. Build a
Sales
Pipeline
RESULTS: Attract local fans that have the
potential to turn into customers and generate
more leads!

23. BUILD IN-MARKET FANS

24. WHERE DO THESE
CONVERSATIONS TAKE PLACE?

25. IT TAKES PLACE IN NEWSFEED

26. When you are in
the news feed,
you are in the
palm of your
customer s
hand.

27. People
are
extremely
engaged
on
Facebook…
70%
Of
households
who
bought
a
car
in
2012
are
on
Facebook
1B
stories
posted
every
day
(US,
average)
Source:
Facebook
internal
data,
June
2012.

28. And
they’re
interacEng
with
each
other
40B+
news
feed
impressions
every
day
(US, average)
Source:
Facebook
internal
data,
August
2012.

29. Americans
on
Facebook
are
very
engaged
179
72%
MILLION
ACTIVE
USERS
AVG. NUMBER
OF FRIENDS
276
142
MILLION
MOBILE
USERS
U.S.
ACTIVE
FACEBOOK
USERS
RETURNING
DAILY
Source:
Facebook
Internal
Data,
June
2012

30. Your
customers
are
on
Facebook

31. Seven
out
of
ten
internet
users
in
the
U.S.
are
on
Facebook
69%
OF
INTERNET
USERS
VISITED
FACEBOOK
55%
WORLDWIDE
Source:
comScore
Media
Metrix,
August
2012

32. American
Facebook
users
represent
the
full
populaEon…
Age
of
Facebook
users
23%
19%
18%
20%
17%
13-­‐24
25-­‐34
35-­‐44
45-­‐54
1.6x
more
likely
to
use
FB
55+
47%
FEMALE
53%
MALE
Source:
comScore
Media
Metrix,
August
2012

33. …
for
more
Eme
…
8:55
6:02
4:31
4:10
4:54
3:27
2:26
2:27
1:10
1:35
Microso;TM
YahooTM
GoogleTM
Facebook
Microso;TM
YahooTM
Hours
per
month
per
user
on
desktop
(US)
Twi`erTM
InstagramTM
GoogleTM
Facebook
Hours
per
month
per
user
on
mobile
(US)
Source:
Desktop:
comScore
global
monthly
data,
September
2012;
Mobile::
comScore
US
monthly
data,
September
2012

34. Ads to reach people you are reach
Sponsored stories to NOT
ADS
connectedyou(newconnected toin the voice
people to are audiences) AND
of the brand
THEIR FRIENDS

35. How
ads
and
sponsored
stories
work
together
From
a
Page
Post
Homepage
Homepage
Page post from Page
Sponsored stories*:
Fans
and
their
friends
Ads:
New
audiences
*People are seeing a story that
they could have seen in their news
feed. A business has paid
to ensure that the viewer sees a
story that they may have seen
anyway in their news feed.
Mobile

36. How
ads
and
sponsored
stories
work
together
From
a
friend’s
acEon
Homepage
Friend activity
(check-in, like, post like, etc.)
Sponsored stories*:
Fans
and
their
friends
check-in post on mobile timeline
*People are seeing a story that they could have seen
in their news feed. A business has paid
to ensure that the viewer sees a story that they may
have seen anyway in their news feed.
Mobile

37. Custom
Audiences
allows
you
to
target
your
off-­‐Facebook
audiences
on
Facebook
1. Identify segments of
customers or prospects
2. Find these people on
Facebook using email,
phone or UID
3. Reach the exact people
you want to talk to with
Facebook ads