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Social @ Every Turn
- 1. DIGITAL AIR STRIKE Social@ Every Turn Lori Glenn Sr. Director, Sales & Client Success LGlenn@digitalairstrike.com Sean Wendt Manager, Sales Training SWendt@digitalairstrike.com
- 3. Social Media isone of the MOST powerful influences on car buyers… if actively managed. The “cost of ignoring” social media can turn prospects away without dealerships even knowing!
- 4. Social Media inReal Life
- 6. 75% of carbuyers say using the internet, including social media and review sites, were MOST helpful when researching car dealers - surpassing all other mediums.* *2015 Automotive Social Media Trends Study
- 7. 81% of carbuyers and 83% of service customers said online review sites helped in their dealership selection process* © 2016 Digital Air Strike| Reproduction Prohibited Reviews matter MORE than ever *2015 Automotive Social Media Trends Study
- 8. 50% of carbuyers (up from 45% YOY) and 50% of service customers ranked review sites as the most influential dealership selection tool. 50% ranked review sites as the most influential dealership selection tool 18% ranked review sites and a dealership’s website as equally influential 16% ranked a dealership’s website as most influential 16% all other responses Review sites - Most helpful when selecting a dealer *2015 Automotive Social Media Trends Study Even more helpful than the dealer’s website*
- 9. What does yourdealership’s reputation say about you? Check the review sites showing on Google page 1 & 2 – and FACEBOOK IS A REVIEW SITE!
- 10. Online reputation =Advertising insurance Review responses show your customers that their business is important to you
- 11. RESULTS ü Facebook pagegained 1500 likers ü Gained 200+ reviews in 2016 ü DealerRater rating increased from 3.9 to 4.8 stars ü Yelp rating increased from 2.5 to 4.0 stars Kuhn Honda Tampa, FL RESULTS ü Gained 4,000 Likers in 2016 ü Achieved 4.9 rating on Google ü Achieved 4.5 rating on Cars.com ü Cadillac Dealer of the Year award 3 years in a row Crestview Cadillac West Covina, CA Advantage Chevrolet Bolingbrook, IL RESULTS ü Gained 200 positive reviews in 2016 ü Achieved 4.9 stars with 393 reviews on DealerRater ü Achieved 4.9 stars with 714 reviews on Cars.com ü Achieved 5.0 stars (Sales & Service) on Edmunds.com With process & technology, dealers boost their online reputations & generate more leads
- 13. 50% of recentcar buyers visited only one dealership before buying* (and the average for all car buyers is visiting only 1.2 dealerships before buying) *2015 Automotive Social Media Trends Study
- 14. Personalize and addoffers to high ranking sites Stand out from your competitors with dealer-specific graphics Use every opportunity to keep prospects focused only on your page including custom photos, offers and blocking competitor ads
- 15. Engage with customerson social Showing an active presence MATTERS
- 16. Customer near StewartChevy Cadillac tweets about wanting a new car We reach out to customer on behalf of Stewart on same day Customer tweets back to let us know she bought car from Stewart and our team engages back on same day Leverage Twitter: Source for new prospects Strike fast to keep your dealership top of mind!
- 17. 21% of carbuyers use Twitter That number jumps to 30% for 17-34 year olds* Why does Twitter matter? 16% of service customers use Twitter That number jumps to 28% for 17-34 year olds* *2015 Automotive Social Media Trends Study
- 19. Leverage social advertising Source:Facebook Facebook has 20% more accurate targeting than Google* *Nielsen Digital Ad Rating Feb, 2015 Dramatically lower CPC than Google Ad Words Users check Facebook 15-20x a day
- 20. Source: Facebook The besttargeting in digital Geo Demo Social Purchase Intent Likely to Purchase within 90 days Ideal Target Audience
- 21. © 2016 DigitalAir Strike| Reproduction Prohibited First party lead gen technology Leads delivered to your CRM Leads are sent real time in ADF format to CRM Name: Gregory Das Email: gabel@digitalairstrike.com Phone: (714) 423-2458 Model: 2016 Chevy Colorado Offer: $500 trade in cash Time: 5/2/16 10:00am
- 22. Facebook Ads +Lead Response = Higher Return Respond Quickly & Professionally to Drive Conversions NEW LEAD Name: Gregory Das Email: gabel@digitalairstrike.com Phone: (714) 423-2458 Model: 2016 Chevy Colorado Offer: $500 trade in cash Time: 5/2/16 10:00am
- 23. Highlight the WHYsin your response Include: OEM events and incentives, dealership events and special offers, customer reviews, dealership mission statements and anything else that compels a customer to pick your dealership over another
- 24. Retarget bounced visitorsto reconvert leads Retarget those customers with relevant ads and make it easy for them to quickly submit a lead right through Facebook
- 25. • Over 50kindividuals reached • 31 Appointments • 8 Vehicles sold • 63% sold customers were NEW! Lead gen results Brown Chevrolet Buick GMC - April 2016 $31,244 gross return!
- 26. OEM synergy works Dealersshould highlight OEM incentives and events through targeted ads Paradise Chevrolet was looking to move the 2016 Cruze with the lease special. They sold 4 leases in one week.
- 27. Actively monitor yourorganic and paid content for comments and questions Redefining what you consider a lead Respond to comments from ads that do not appear in your timeline
- 28. Target in-market customerswith vin specific ads Target customers with clear call-to-actions: “Call Now,” “Get Directions,” or “Send Message” Increase website traffic through the “shop now” button that is already included in the ad Use targeted ads to sell specific inventory
- 30. Survey all customerspost transaction On average, Review Surge 4.0 helps a business increase reviews by approx. 15/month with an average star rating of 4.6 out of 5
- 31. Make it easyfor your happy customers to post reviews Have a process and technology in place with all team members (sales and service) to help generate more reviews
- 32. Respond to customersto let them know you care Turn customers around by quickly responding to reviews and show prospects how much customer service matters to your business
- 34. Stay front ofmind with customers throughout their buying and ownership lifecycle Customer tweets about her new Equinox and tags Merit Chevrolet. We respond on behalf of Merit and Melonie favorites the tweet. Her tweet gets ‘favorited’ by friends making it more visible across the twitter-sphere. Great coverage for Merit Chevrolet.
- 35. © 2015 DigitalAir Strike| Reproduction Prohibited Discrepancy between other review sites and Yelp Apple isn’t ignoring Yelp. Why are you?! Don’t ignore Yelp: Use check-in offers to build loyalty
- 36. Retargeting from emailcampaign for service Target Your Existing database and build loyalty Your Email DatabaseRajini.kanth@email.com Raj.kumar@email.com John@email.com Sara@email.com Jason@email.com Meenu.johsi@email.com Rajat.arora@email.com Ankush.sharma@email.com Samantha@email.com Dan@email.com Susan@email.com Emails Matched to Active Profiles Lookalike Audience Audience Similar to Active Profiles © 2016 Digital Air Strike| Reproduction Prohibited High Conversion Target Audience previous customers + people that are similar to them Call-to-action included in ad
- 37. Social Media ispotentially the MOST powerful influencer of car buyers – if actively managed. The “cost of ignoring” social media can turn prospects away without dealerships even knowing!
- 38. Request a freemarketing budget review, intel report or mystery shop for your dealership, group or OEM: http://digitalairstrike.com/resources Contact us: sales@digitalairstrike.com
- 39.
- 40. DIGITAL AIR STRIKE Social@ Every Turn Lori Glenn Sr. Director, Sales & Client Success LGlenn@digitalairstrike.com Sean Wendt Manager, Sales Training SWendt@digitalairstrike.com