so|lo|mo: winning with today's car shopper

So|Lo|Mo

Winning with Today’s Car Shopper

Jack Simmons• Dealer Training Manager, Cars.com• Over 35 years of automotive retail

experience

Connect with Me: dealers.cars.com/facebook dealers.cars.com/twitter jasimmons@cars.com

Tweet to us at @dealeradvantage about this session using #ABC!

About Me

What Do These Terms Mean to You?

So Lo MoSocial Local Mobile

2005 2006 2007 2008 2009 2010 2011 2012 (proj.) 2013 (proj)0

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4

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Total U.S. New Vehicle Unit Sales (in millions)

The World Has Changed

Sources: Bureau Of Transportation Statistics; Polk, Automotive News, J.D. Power & Associates

5

Mobile: Connect Across

Platforms

Local: Differentiate Your Brand

Social: Build Your Reputation

Our Objectives

Understand Today’s Consumer

So

1. Set realistic goals and develop a strategy to attain them.

2. Set guidelines for your staff.

3. Have a plan to build your audience.

4. Content is king!

5. Participate in your own conversation.

Social Media is for Long-Term Relationships

How Much is it Worth To You?

$_________PRICELESS.

Monitors Listen to feedback across the Internet

Share feedback across the dealership

Responds Acknowledge and reply to feedback

Correct any underlying issues

at the store

AsksDeliver a positive

customer experience

Ask satisfied customers to write a positive review

PromotesShare positive reviews with

prospects

Reward sales, service staff for

success

Who at your dealership…

It had rained the night before, and apparently they left the windows open in the

rain all night.

I emailed twice about a car and got no response. When I called

and asked about the car, he said, "oh we sold it," and didn't suggest another car or see how

else he could help me.

First, the salesman tried to get me to sign a blank loan form...

Instead of telling me it was broken, they duct-taped it

back on and put the new tire on over it!

Dealing with Negative Reviews

Lo

What’s Your Brand Value?

Source: http://www.alphaila.com

Do You Deliver On It?

What’s Your Brand Value?

Who’s Responsible for Communicating it?

How Do You Maximize Your Performance?

Mo

male female 13-17 18-24 25-34 35-44 45-54 55-64 65+0

500

1000

1500

2000

2500

3000

3500Calls vs. SMS

# of calls made/received # of SMS sent/received The Nielsen Company, Mobile Media Insights, Q4 2010

Are You Texting?

Do You Have an App For That?

On Mobile Phone On Tablet

55%

33%

23%

41%

23% 26%

Web98%

App vs. Web Usage

Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)

Both55%

App vs. Web Preference

No PreferencePrefer Mobile WebsitePrefer Mobile App

App57%

Connect with customers in-store & counter objections

Are you Equipping Your Staff?

Boost productivity with dealer apps

What do you Track?

Goal

Strategy

MetricsWhat are you trying to accomplish?

How are you tracking your progress?

Tip: Align your metrics with your store’s objectives and your strategies for reaching them

Why Do You Track It?

Digging Into the Numbers

Effecting Change

Digging Into the Numbers

What Do These Terms Mean to You Now?

SoSocial

LoLocal

MoMobile

Thank You!

Download this presentation at www.slideshare.net/DealerADvantage