social culture: the paradigm shift that modern dealers must implement in 2016 subi ghosh subi ghosh...

Social Culture:The paradigm shift that modern dealers

must implement in 2016

Subi Ghosh

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

My Story

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

• Seven years • Three dealer groups • Three completely unique cities/regions• Single point and multipoint groups• Independent, Ford, Nissan, Hyundai, Mazda, Toyota, Honda, Buick

GMC• Internet Assistant to Manager and Director to Ecommerce/Sales

Director• “Vendor” for a year and a half

Culture vs Social Culture

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Social Culture

Not a buzzword. Not one-price. Not about losing gross

Team Impression. Community engagement. Increased gross

Can Social Media sell cars?

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Green Pea Training

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Three simple steps to a Social Culture

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

1.Identify your Identity2.Create a Plan3.Engage, Engage, Engage

5 words

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Identify your IdentitySubi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

In Black and White

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

•Mission Statement•Motto•Team Values•Team Pledge•Event Posting Process•Photo use authorization waiver•Posted photo use sign

Identify your identity

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

• Start at the top• Get management involved to define who you are• Look at what how your community feels about you• Be authentic to your history, ownership, and culture

Create your planSubi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Advocate vs Participant

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

Social Media Policy

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

• Distinguish the difference between an Advocate and a Participant• Provide rules in which they can clearly see what is expected and not• Provide even basic dos and don'ts• Be specific: How to comment, when to comment, what not to post

Three simple steps to a Social Culture

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

1.Identify your Identity2.Create a Plan3.Engage, Engage, Engage

Engage, Engage, Engage

Subi Ghosh | Dealer Authority | Executive Vice President | Subi@DealerAuthority.com

• Strategy behind posts• Create and share stories that relate to your dealership• Don’t just look to engage for the wrong reasons. Be relevant!• Use advertising effectively• Have some fun!

CONTACT INFO

Full Name: Subi Ghosh

Company: Dealer Authority

Job Title: Executive Vice President

Email: Subi@DealerAuthority.com

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