i hate/love my online reputation

I Hate/Love myOnline

ReputationPresentation by Mike Myers

Thursday, September 6, 2012 - 10 AMAria Hotel and Casino – Starvine Room 7

About Me• Started selling cars in 2001• Held positions as sales consultant,

F&I manager, BDC manager, Digital Marketing Director

• Co-founded DealerELITE.net in 2010• Partner with AMP and AutoCON 2012• Married, 3 kids, hockey fan, volunteer

firefighter and rescue tech

What We Will Cover• What is Online Reputation?• Your image through a consumer’s eyes• How customers find you• What makes a good/poor reputation?• Hidden advantages with reputation• How to start and develop effective

reputation strategies• Buy-in and commitment

What is Reputation?

• 1. the estimation in which a person or thing is held, especially by the community or the public generally; repute: a man of good reputation.

What “WE” Show Customers

The Cuban-Americangynecologist car salesman

Watch?

Real Life Review – The Woman

• “I agree with all the negative comments made here. She is very deceptive. The worst experience of my life. What was already a traumatic experience was made massively worst by this duplicitous woman. Wish I had seen these reviews sooner.”

• “She overcharges, blames her mistakes on you and is nasty to her own clients.”

Ask Yourself…• Would you do business with this

person?• Would you recommend this person?• Would you give her a chance

anyway?

Would you buy a car from her?

Real Life Review – The Man 1

• “This is an AWFUL man in general. He is very condescending and downright rude! He has no compassion. He tries to intimidate his clients into saying what he wants them to say. He asks a question then will not even shut up long enough to allow anyone to speak to answer. When an answer can actually be given, he tries to twist what was said. I wish this man actually owned a conscience so he could one day feel bad for the person he has become and his effect on others.”

Ask Yourself…• Would you do business with this

person?• Would you recommend this person?• Would you give him a chance

anyway?

Would you buy a car from him?

Real Life Review – Man 2

• “If you do decide to use these crooks, please bring a lawyer with you. They leave forms blank on purpose and fill in the blanks later to suit them. STAY AWAY!!!”

Ask Yourself…You’re getting the point…

Would you buy a car from him?

Who Were They?• The Woman

LAWYER - lawyerratingz.com

• The Man 1DOCTOR - ratemds.com

• The Man 2CAR SALESMAN - dealerrater.com

What is Reputation Again?

• It is personal• It forms opinions• It shapes careers• It effects business• It reaches deep into communities

Are these Negatives?

How Customers Find You• Google Places• Yelp!*• Dealer Rater• Edmunds• Cars.com• My Dealer Report• Car Dealer Check• Car Folks• Yahoo! Autos• Reputation.com

What Makes Reputations Good?

• Use of personal names• Expression of customer’s positive

experience• Multiple entries• Consistent and current entries• Consistency over multiple sites

What Makes Reputations Poor?

• Negative entries• Few or no entries• Negative across multiple sites

Case Study – Kelly Automotive

• Awareness• Acceptance• Vision AND belief• Process• Culture• Buy-in

Kelly Automotive cont.

Kelly Automotive cont.

Kelly Automotive cont.

Kelly Automotive cont.

Kelly Automotive cont.

Kelly Automotive cont.

Hidden Advantages

• Not all your competitors are managing their online reputation

• Negative reviews are hidden gold• Advertising specific to YOU!

Starting A Reputation Strategy

• Start small• Choose a site to monitor you like• Complete all the dealer info• Use every service available• Respond to EVERY review• Encourage customers to review you• Incentivize your team and build a

culture

Buy-In And Commitment• Must benefit the employee, not just

the dealer• Upper management must instill value

and importance• New employees should be introduced

to the dealer’s online reputation and reviews

Questions

Thank You!If you’d like to contact me or would like to receive a copy of this presentation, feel free to reach me anytime. I’m EST.

Mike MyersCall or Text: 610.657.4171

mike@dealerelite.net“Friend” me on DealerELITE.net