phil penton – social media for dealerships
TRANSCRIPT
Social Media for Dealerships
Presented by Phil Penton Partner and President of Social Dealer
Page: 41
Using industry-‐leading automo2ve technology
Social Media Reputa2on
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.
One So;ware
CONVERT
• Promote
• Referrals
• RetenEon
• Grow sales
LEAD GENERATION
CONNECT
• Connect w/consumers
• Build relaEonships
• Grow loyal fan base
• Reach viral audience
SOCIAL MEDIA
Strategy for Success
ATTRACT
• Build buyers’ confidence
• Get more reviews
• Gain public image
• Share posiEve reviews
REPUTATION
ATTRACT
CONNECT
CONVERT
What is a Social Dealer?
IN 2008 CUSTOMERS VISITED 3.6 DEALERS BEFORE PURCHASING A VEHICLE – TODAY ITS LESS THAN 1.8
REVIEWS ARE USED TO ELIMINATE DEALERS!
73% Of consumers consulted online dealership reviews
Reason 1:
Source: Yahoo
REVIEWS AND RATINGS ARE IN YOUR SEARCH RESULTS . . .
THE AVERAGE METRO DEALER..
Reason 2:
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
20%
31%
5% 7% 0%
8%
29%
Yelp rounds out the top three reputation sites in terms of Monthly
Unique Visitors
Yelp
Google Plus Cars.com
Edmunds
Yelp Reviews display automatically in Mobile Search Results
Yelp: Why is it important?
REPUTATION AFFECTS LEADS Reason 4:
No stars
1 star
A 2.7 RaEng between two 5 star dealers
A SUCCESSFUL REPUTATION STRATEGY INCLUDES:
RESULTS: Get more reviews, Improve your average raEng, and drive more opportuniEes!
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
Reputation Dashboard
Have positive reviews been promoted on your social sites? Have all the negative reviews
been responded to? Where do you need more positive reviews to bring up your average?
“PUBLIC CSI”
Monthly Unique Visitors on Review Sites
• Monthly Unique Visitors provided as of 8/20/12 from compete.com
20,900,000
33,000,000
4,800,000 7,400,000
307,000
8,400,000
30,700,000
Yelp
Google Plus
Cars.com
Edmunds
DealerRater
Yahoo Local
Yellow Pages
Total Reviews by Review Source
22%
9%
11% 2%
56%
Honda 15%
8%
31% 3%
43%
NE Region Dealers Google Yahoo Yelp Yellowpages Dealer Rater
24%
14%
9% 2%
51%
Chevrolet
Total Average RaEng by Review Source
Google Yahoo Yelp Yellow Pages
Dealer Rater
NE Region 3.11 2.57 2.46 2.07 3.53 Toyota 3.15 3.86 3.07 3.87 4.47 Honda 3.52 3.82 2.8 3.81 4.48 Chevrolet 3.36 3.73 3.3 3.88 4.56
0 0.5
1 1.5
2 2.5
3 3.5
4 4.5
5
NE Region Toyota
Honda
Chevrolet
RESPOND TO REVIEWS
• Respond quickly • Do not use a template response
• Research before responding • Use this as an opportunity to learn and improve
Helpful Safety Tips
IN YOUR REVIEW RESPONSE
• Apologize • Empathize
• How you will rec2fy the situa2on. • Be conversa2onal and be personal. • Never a`ack or argue • Restate your commitment to service
What to include:
In-‐Store PromoEons GET MORE REVIEWS
In-‐Store Processes GET MORE REVIEWS
• Measure, Review, Change, Repeat
• Touch Point Training
• Inspect What You Expect
• Align Financial RecogniEon
BUILDING YOUR AUDIENCE
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
SOCIAL MEDIA CHALLENGES FOR DEALERS
A SUCCESSFUL SOCIAL MEDIA STRATEGY INCLUDES:
RESULTS: Attract local fans that have the potential to turn into customers and generate more leads!
1. Capture all relevant social information
2. Create an environment to engage
3. Target In-Market Prospects & Customers
4.Engage with fans to reach their friends
5. Build a Sales Pipeline
BUILD IN-MARKET FANS
WHERE DO THESE CONVERSATIONS TAKE PLACE?
IT TAKES PLACE IN NEWSFEED
When you are in the news feed, you are in the palm of your customer’s
hand.
People are extremely engaged on Facebook…
Source: Facebook internal data, June 2012.
1B stories posted every day
(US, average)
70% Of households who
bought a car in 2012 are on Facebook
And they’re interacEng with each other
40B+ news feed impressions every day
(US, average)
Source: Facebook internal data, August 2012.
U.S. ACTIVE FACEBOOK USERS RETURNING DAILY
Source: Facebook Internal Data, June 2012
AVG. NUMBER OF FRIENDS
276
179 MILLION ACTIVE USERS
142 MILLION
MOBILE USERS
Americans on Facebook are very engaged
72%
Your customers are on Facebook
55% WORLDWIDE
Seven out of ten internet users in the U.S. are on Facebook
Source: comScore Media Metrix, August 2012
69% OF INTERNET
USERS VISITED
American Facebook users represent the full populaEon…
20%
17% 18% 19%
23%
55+ 45-‐54 35-‐44 25-‐34 13-‐24 47% FEMALE
53% MALE
Source: comScore Media Metrix, August 2012
1.6x more
likely to use FB
Age of Facebook users
6:02
Facebook Microso;TM YahooTM GoogleTM Facebook Microso;TM YahooTM Twi`erTM
… for more Eme …
Source: Desktop: comScore global monthly data, September 2012; Mobile:: comScore US monthly data, September 2012
InstagramTM GoogleTM
8:55
4:10
3:27
2:26
4:54
4:31
2:27
1:35
1:10
Hours per month per user on mobile (US) Hours per month per user on desktop (US)
Sponsored stories to reach people you are connected to AND THEIR FRIENDS ADS
Ads to reach people you are NOT connected to (new audiences) in the voice of the brand
Homepage Homepage
Mobile
Ads: New audiences
Page post from Page Sponsored stories*: Fans and their friends
How ads and sponsored stories work together From a Page Post
*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.
*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.
Homepage
Mobile
Sponsored stories*: Fans and their friends Friend activity (check-in, like, post like, etc.)
check-in post on mobile timeline
How ads and sponsored stories work together From a friend’s acEon
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
Custom Audiences allows you to target your off-‐Facebook audiences on Facebook
