This document outlines Richard Bustillo's strategy for improving the social media presence of Rick Case Honda. It begins by examining the dealership's previous weaknesses in social media, such as out-dated posts and lack of a consistent strategy. It then details the new strategy, which includes simplifying the customer experience, leveraging the dealership's large customer base and employee relationships, promptly addressing any negative feedback, and using video production to promote the dealership's culture and advantages online. The goal is to make the customer experience online match the positive reputation the dealership has offline.

1. Richard Bustillo
General Manager
Rick Case Honda in Davie
TLS Automotive Social Media Summit
June 2012

2. Finding Point A
Discovering the What, the Who and the How

3. Looking For The Magic Pill
We evaluated EVERYTHING….
 Every Department
 Every Manager
 Every Compensation Plan
 Every Process
 Every Vendor

4. Looking For The Magic Pill
What We Did…
 Simplified The Customer Experience
 Tore down “walls” between departments
 Simplified Our Messaging
 Consistent Branding in every
department
 One core message

5. Reinventing The Customer Experience
5 Departments – 5 Customers One Dealership – One Customer
New Cars
Used Cars
Rick Case
VS
Service Honda
Internet
Parts
One Way Communication Two Way Communication

6. Integrated Marketing & Communication

7. PROBLEM
If this was how customers saw our “Real World” Dealership…

8. PROBLEM
This is how customers saw us online.

9. PROBLEM
 Out-Dated Posts
 Negative Content
 No Substance
 Lack of Response
 No Consistent social media Strategy
 Lack of Content
This Was Point A

10. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Customer sees ad and Search results show ratings
searches for dealership on for all dealers in that market
Google

11. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Not Acceptable!
Customer sees ad and Search results show ratings
searches for dealership on for all dealers in that market
Google

12. Journey To Point B
Developing An Effective Social Media Strategy

13. Social Media SWOT
WEAKNESSES
Large database – over 100k customers
STRENGTH

 Lack Of Understanding
 Great “real world” reputation
S W
 No Social Media Strategy
S
 Great facilities (1,000 visitors per day)
 No Reliable Vendor Partners
 400 Quality Employees
 Lack of Consistency
 Unique Buying Proposition
 In-house Video Production Company
 Negative content on social sites
OPPORTUNITIES
 Leverage production company to  Small Digital Signature
promote Rick Case Honda culture and  Dated Product
O T
THREATS
competitive advantages  Competition from Hyundai and Ford
 Take advantage of new technologies
 New VW dealership next door
 Leverage employee relationships

14. Guidelines For Strategy
 Had to be good for the customer, and good for the
dealership
 Had to be authentic (no gimmicks)
 Had to generate productive, local interaction
 Had to be system driven – not dependent on the
talent of a single person
 Had to be sustainable
 Had to be consistent with our culture and integrated
marketing/ communication strategy

15. Strategy For Social Reach
Our Dealership
We are committed to delivering
a 5-Star customer experience
Our Employees
We have over 400 employees.
200 assisted with our last
social media campaign.
Our Customers
Over 1,000 customers visit the
Rick Case Campus EVERY DAY!
Friends & Followers
Relationships generated by our
employees and customers

16. Capturing Customer Feedback
Using the sales process to turn awkward time into productive time.
1 2 3 4 5 6
Ask To Publish
Rate Detect Address Collect Post To Social
Dealership Negative Concerns Review Facebook Sites
& Twitter

17. Facebook Watch
 Multiple Persons with Admin
Rights to Facebook
 Scheduled Responsibility
Negative Post
First Response in <10 Minutes
Escalated – Manager Engaged
Issue Addressed – Customer Happy
Another Win For Rick Case Honda

18. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Prepare for real-time opportunities - Social Media is the
Customer Centric CRM (Social Media as the new CRM app)
Engage employees and Leverage employee relationships

19. THANK YOU