Digital Media Marketing for Auto Dealers


Published on

This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.

Digital Media Marketing for Auto Dealers

  1. 1. Digital Marketing Helps You Sell More Cars Creating Value for your Dealership Ira Kaufman, President Patsy Stewart, Director Social Media ©2010 Robert Harper, Senior Business Strategist
  2. 2. Our Objective: Address Dealer Pain Points • Better returns on Advertising $$ • Boost 15% average customer retention • Reach markets where they gather • Train salespeople to be more effective
  3. 3. Four Parts Part 1: Beyond the Social Media Revolution Part 2: Auto Dealers…. Value of Social Media Part 3: How Do You Leverage Digital Media? Part 4: Let’s Start.. Digital Marketing Plan
  4. 4. Digital Media Revolution
  5. 5. Rupert Murdoch 79 yrs old net worth $6.3 billion global media empire – 175 newspapers, Fox Network, 35 TV stations reach 40+% countries; internet; MySpace ; Dow Jones
  6. 6. Integrated Digital Marketing • Weaves traditional advertising (TV, radio, print, direct mail), online, PR, social media, mobile, outdoor digital • Technology has re-shaped people's lives and re-defined how we work
  7. 7. Traditional Media Changes Past 20 Years 1. Significant expansion of traditional media channels with greatly reduced reach 2. Increased $$ to reach same % of market with same # of impressions 3. Decreased # of potential audiences (youth, women, executives) accessible via traditional media
  8. 8. Traditional Advertising… Less and Less Effective • Blast your message to a mass audience • 95% do not trust advertising • Your strategy is to shout louder and more frequently (as you can afford) • Drown out your competitors’ message (you are doing the same thing) • “Hope” that someone pays attention in that instant • Little feedback from your prospects • No measurement
  9. 9. Where is Your Target Market ? • 2009, Boston College stopped giving Freshman email addresses* • 90% of those that can TIVO ads, DO!* • 24/25 of largest newspapers experienced significant decline in readership* • Young professionals – 82+% use social media and texting** – 15% purchase influenced by social media** *Socialnomics 2010 **ExactTarget 2010
  10. 10. Social Media Impacts Your Market • Facebook 400+ million active users • Twitter 105+ million users • LinkedIn 65 million users • YouTube over 2 billion views / day
  11. 11. Social Media Demographics • 75% Adult Internet Users use Social Media Nielsen, June, 2010 * • Avg visitor spends 66% > time than 2009 Nielsen, June, 2010 • 80% female Internet users fan a brand on a social network • 18% Internet consumers start their research with social media Nielsen
  12. 12. Social Media Usage by Age *
  13. 13. Social Media Marketing Focuses On… • Meeting your prospects where they are • “Getting found” by prospects where they choose • Developing lasting relationships beyond contact • Interacting with prospects with engaging content • Encouraging distribution of user content • Providing value to convert prospects
  14. 14. Will Automotive Dealers Embrace Digital Media? Auto industry will spend ~ $1.2 billion 2010 on social media advertising, projected to $4.6 billion by 2015
  15. 15. Auto Social Factoids Alan Mulally Ford CEO, declared, “Social media is the future.” Michael Wiley, GM Director of New Media. “The secret to GM’s success is listening to conversations, including the negative comments.” …GM is targeting the 80% not in the market to purchase. They are “ turning to social-media to engage in meaningful connections with their customers." JD Power Roundtable “Social Networking: Should it be More About Relationship Building than Selling Cars?” Social media reaches more potential new-car buyers than Google.
  16. 16. Uses Social Media to Become ‘the Un-dealer’ • 239 dealerships across 15 states • Sells more vehicles via Internet than any other auto retailer “When we look at social, it is not about selling cars or making offers. We’re doing it because we’re trying to engage with customers.”
  17. 17. Our Challenge is Consumer Trust • “our positive customer reviews provides us with tremendous credibility. • web traffic has increased by 40 %, • nearly doubled our monthly sales, • having one of our best months, when the industry is experiencing one of its worst.” General Manager
  18. 18. Dealers Adopt YouTube • =related • e=related • “Our Youtube presence was to showcase our dealership and engage our employees in a playful way. • It was not used as individual sales tool with a specific ROI. • Rather it is part of broader SEO strategy to gain viral value to increase our search engine results.” General Manager
  19. 19. • “Our goal is to stay connected with our customers and have the biggest dealer fan base in the USA. • Social media is not an advertising medium to sell cars immediately. • Our 4600 + Facebook fans allows us to stay in our customers minds, engage them in what we are doing; serve as a platform for community involvement; and drive user to our website without increasing the bounce rate.” Internet Manager Charlotte NC
  20. 20. Auto Dealers Embrace Mobile Messaging! Southwest VA Ford Dealer only had 5 cars in for Friday’s service work • Database: 178 opt-in • Sent text out on a Thursday around 3:30pm • Text: “Oil change w/ rotation $23.95 Friday only call now to book your appt. 555-2233” • 8 people responded quickly-they retained these customers • Average service ticket was $171 !!! • $1368 additional revenue!
  21. 21. Where Are Auto Dealers, 65+% Not Active
  22. 22. “Social media is the defining effort of business as a whole. Dealers who get involved will have a DISTINCT Advantage in the coming years. The future of dealerships is in Relationships!” Dave McAllister, Internet Manager, Scott Clarks Toyota, Charlotte NC
  23. 23. Clearly There is Value ! The Question is not IF your dealership will adopt Digital Media… But WHEN? This a repeat of the Internet Revolution; Will you position your company as an Early Adopter or Laggard?
  24. 24. Are You Leveraging Digital Media Opportunities? It’s more than--- • Having a Facebook page • Broadcasting Tweets • Uploading YouTube Videos • Blogging without a content strategy It’s Digital Media Optimization
  25. 25. Are You Listening to Your Company Chatter? • Google Alerts • Twitter search • Facebook newsfeed and status updates • LinkedIn Q & A • Google Blog search
  26. 26. What Are They Saying?
  27. 27. 4.6 Million Views Leveraging Them? Toyota Swagger Wagon
  28. 28. Facebook Should Be Interactive NOT One Way
  29. 29. Facebook Should Be Engaging
  30. 30. Nissan Leaf Integrates iPhone, YouTube, Blog 171,000 views in 6 days
  31. 31. Social Media Live Update Clicking this link will show you how social media has been embraced. Notice the elapsed time.
  32. 32. If you act in new ways, you will realize new results • In 2010 auto dealers will Integrate Digital Marketing to realize a powerful edge • If you don’t respond, your competitive advantage will be vulnerable
  33. 33. Are You Ready ? Do You Hear the Call?
  34. 34. Let’s Start Where are your customers? • Are you where your customers are? • Are you engaging them? What are your results? • Are your current marketing efforts maximizing results?
  35. 35. Digital Marketing Strategy
  36. 36. Assess Your Digital Footprint 1. Google your company name 2. Print 1st two pages 3. Track social mentions 4. Evaluate the search engine optimization Traces left by someone’s active and passive activity results in a digital environment
  37. 37. Digital Marketing Strategic Imperative 1. Develop a Roadmap to navigate the world of digital media TV 2. Ask the right questions 3. Go beyond traditional marketing as independent silos; integrate your efforts Integrate Silos
  38. 38. Social Media Marketing • Build out 3 platforms
  39. 39. Should You Use Facebook? Yes! Facebook is the #1 social destination Surpassed Google as #1 Trafficked Site  Reaches 217,440 within 50 miles of Roanoke and Lynchburg  41% penetration among internet users Facebook Global Monitor  Users spend 7hrs+ per mo The Nielsen Company  25-34yr demo doubling every 6 months *  35-54 yr growing fastest, with a 276.4% growth rate*  55+ demo not far behind with a 194.3% growth rate* * Facebook Demographics 2009
  40. 40. Twitter… say it in 140 characters • 105 million registered users • New users signing up 300,000 per day • 180 million unique visitors visit monthly • 3 billion requests a day • Power search engine receives 600 million search queries/day
  41. 41. Customers Share Their Experiences on Twitter
  42. 42. Optimize Your Media Synergize … Build on each other traditional online advertising marketing social public social relations media
  43. 43. YouTube •Create Your YouTube Channel • Use Flip Camcorder easy to upload
  44. 44. Prove Media Works Service Departments have a successful tracking model Track - Evaluate ROI 1. Webstats - Google Analytics 2. Bud URLS 3. Facebook Stats 4. Social mentions
  45. 45. When Do We See Results? 6 Months Setup, Positioning You will 1. Expand Brand Position 2. Grow Website Traffic 3. Increase Dealer Buzz 4. Build Facebook, Twitter, YouTube Followers 5. Realize referrals
  46. 46. Digital Marketing Best Practices 1. Commit resources - executive buy-in; staff; training; $$ 2. Build on what you are doing - Incorporate social media to leverage current marketing 3. Listen, Plan, Test - Monitor digital buzz, what customers are saying; create your strategy and then test it 4. Develop competitive edge – as an early adopter you can define your position 5. Be consistent, not overpowering - Maintain your Brand; increase your digital presence, but don’t irritate
  47. 47. Digital Marketing Best Practices-2 6. Develop, maintain relationships - Touch your potential car buyers and customers with regular alerts on new inventory, service advice/coupons 7. Integrate - Weave your TV, radio with mobile, and social media 8. Measure - Monitor your company's “digital chatter” and presence 9. Evaluate your ROI - Evaluate, readjust your tactics to meet goals 10. Keep Current…Drive Innovation - With daily changes, have experts keep your finger on the pulse
  48. 48. Digital Solutions - a taste! • Create BUZZZ – Crowdsource contest “improve customer service department” • Create an Attention Getting Event – Peoria AZ 150 car challenge • Create Loyalty Program – JD Power, “Loyalty is the #1 marketing tool for the automobile dealer.”
  49. 49. About the Presenters Ira Kaufman, President, Ira challenges owners and senior executives to clarify their goals and translate them into a consistent Brand and Integrated Media Marketing Strategy. He combines 30 years of rich experiences with businesses and nonprofits to guide them to leverage the power of social media for marketing, recruitment and organizational development . Ira collaborates with a team of experts to design interactive environments to create long term business value by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs . Patsy Stewart, Director Social Media and Training, Patsy is responsible for designing and implementing social media strategies as part of an Integrated Media Marketing plan. She specializes in working with clients to generate conversations that create relationships. Patsy is well known throughout Virginia as a speaker, trainer and thought leader in Social Media. She managed a recruitment team that was recognized as one of the top 50 recruiters nationally using Twitter/social media. She is a national speaker, contributor to business publications and she authored the ebook, "How to Grow Your Digital Footprint". Robert Harper, Senior Business Strategist, Robert is a 36 year automotive veteran . Prior to joining the Entwine team, he was President of Miracle Ford, Senior Vice president of the Berglund Automotive Group, operated his own consulting business, and was co-owner of Dave Sarmadi Mitsubishi. He has worked with auto advertising budgets from $200,000 to $3.5 million/ year.