using social media sites to drive sales
Post on 08-Sep-2014
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To hear the audio portion for today’s session, please turn up
your computer speakers or use a pair of headphones.
Welcome to Today’s WebinarWe will begin promptly at noon ET
Cashing In on Web 2.0Using Social Media Sites to Drive Sales
3
Welcome
• Have a question? Need our attention?
• Enter your question or comment by clicking on
the question mark in the lower right corner of the
WebEx browser
• Tweeting today’s call? Use #dalive.
• Want a recording of today’s presentation?
• Visit http://dealers.cars.com/live on Monday
4
Webinar Audio
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for today’s webinar:
• Turn up your computer
speakers
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headphones
• Having audio problems?
• Request a toll-free dial-in
number for the WebEx
teleconference
5
Today’s Moderator
Kathy Kimmel
Director of training, Cars.com
More than 15 years experience
in automotive retail
Featured speaker at industry
conferences
Connect with Kathy:
http://dealers.cars.com/facebook
http://dealers.cars.com/twitter
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Today’s Panelist
Rob Fontano
John Marazzi Nissan
Internet sales director
Naples, Fla.
8 years experience in automotive retail
Connect with Rob at:
http://www.facebook.com/marazzinissan
http://twitter.com/marazzinissan
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Today’s Panelist
Alex Snyder
Checkered Flag Automotive Group
Ecommerce director
Virginia Beach, Va.
20 years automotive industry experience
DealerRefresh.com contributor
Connect with Alex at:
http://www.facebook.com/checkeredflag.va
http://twitter.com/axsnyder
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Today’s Objectives
• Understand why social media is important for your
business
• Identify which social media sites connect your
store with in-market shoppers
• Incorporate social media sites into your sales
strategy
• Develop site-specific tactics that help you engage
car buyers and encourage open communication
• Determine who should manage your social media
presence
Social Media and Selling Cars
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Social Media and the Bottom Line
1 Altimeter Group and Wetpaint, 2009
Graph source: eMarketer.com, December 2008
• Brands active in social
media reported revenue
growth of 18 percent
versus last year
• Inactive brands reported
a 6 percent revenue loss
• Participation in social
media improves your
store’s search engine
performance
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Social Media Usage Soaring
• Twitter (green): + 1,164 percent
• Facebook (blue): + 248 percent
• LinkedIn: (yellow) + 95 percent
• YouTube: (orange) + 32 percent
• MySpace (pink): - 6 percent
Source: Compete Inc, June 2009
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Why Get in the Game?
“For companies, resistance
to social media is futile.
Millions of people are
creating content for the
social web. Your competitors
are already there. Your
customers have been there
for a long time. If your
business isn't putting itself
out there, it ought to be.”
Source: BusinessWeek, Feb. 19, 2009
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Dealership Benefits
Social media:
Works well with business-relationship model
Drives cost-efficiency in marketing
Provides your store with low-cost tools to connect with
customers, prospects
Creates opportunity to build referral business
Extends your relationship with customers beyond the
purchase
Expands your store’s reach
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What is Social Media
“All things being equal, people will do business with
their friends. All things not being equal, people will
still do business with their friends.”
Jeffrey Gitomer
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Rules of the Road
Social media success depends on:
Strategy
• What do you plan to accomplish?
Communication (i.e., talk and listen)
• Engage audience with a real person or a personality
Relationships
• 93 percent of social media users believe companies should
have a presence; 85 percent want meaningful interaction1
Transparency, sincerity
Ownership
• Someone with passion/commitment to implement program
1 Cone, Business in Social Media Study, September 2008
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How to Use Social Media
Create content consumers
want to connect with:
Store and automotive
expertise
Car reviews
New product information
and new arrivals
Events
Incentives and service
Maintenance tips
Job opportunities
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Enthusiast Blogs, Forums
• Identify people in your store
with knowledge and passion
for your vehicle types,
makes/models
Look beyond sales to parts,
service, body shop
• Share information based on
your experience, research
• Let members approach you
about a vehicle purchase
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Dealership Blog
• Post timely and relevant
information for customers
• Promote your dealership
Inventory, including new
arrivals and specials
Incentives and events
Service, parts, accessories and
body shop
Job opportunities
• Invite customers to follow
you on Facebook, Twitter
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• Create a business page for
your store, persona
• Invite staff, customers to
“become a fan”
Add a website button
Call to action in advertising
Point of purchase
• Use page to create value and
drive conversation
• Don’t be a motor mouth
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Facebook: What’s on Your Mind?
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• Create an account for your
store
• Invite sales, service, parts,
body shop customers to
“follow” you
• Discuss store, industry and
community news, events
• Re-tweet, respond to posts
to drive conversation
• Register with directories
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Twitter: What are You Doing?
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YouTube
• Create a channel for your
store
• Share videos you’ve
developed:
Customer testimonials
New-model introductions
Make/model comparisons
Dealership tours
Vehicle walk-around
demonstrations
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YouTube
• Promote videos through your site, social media
channels
• Monitor, respond to comments about your videos
• Join discussions in automotive-related channels
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Work Smarter: Social Media Tools
• Applications integrate
blog, Facebook and
Twitter activities
Share posts across all of
your accounts
Monitor conversations
Work with followers
• Stay on top of social
media trends, new tools
Mashable.com
Socialmedia.biz
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Track Social Media Performance
Free tools help gauge
program effectiveness:
Facebook Insights
Page
TwitterRank.com
Build Professional Connections
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• Create a personal profile outlining your
professional expertise and positions
• Connect with colleagues
• Join industry-related groups and participate in
discussion areas relevant to your field and
personal interests
• Resist the temptation to advertise your store,
listings
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Industry Blogs, Forums
• Join online communities to boost
sales performance, advance your
career
• Learn about and discuss online
automotive news, trends
• Use sites developed by:
Automotive salespeople
Industry consultants
Vendors
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Review
• Social media provides you with a low-cost channel
to:
Connect with customers, prospects
Promote your inventory and brand your store
Discuss, learn about online automotive news, trends
• Success with social media hinges on a strategy,
communication, relationships, transparency and
ownership
• Remember: Car buyers want to engage with your
brand and get help with their purchase decisions
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Let’s be Friends
Join us on our all-new
Facebook page
http://dealers.cars.com/facebook
Designed especially for dealers
with news and tips to drive your
online success
Stay in touch with the latest from
DealerADvantage, including
video tips and information on
Cars.com events
33
More Ways to Connect
Join the conversation about
online automotive with
Cars.com:
Read our all-new blog launching
in late August
• http://dealeradvantage.cars.com
Follow us on Twitter for daily
twips and advice
• http://dealers.cars.com/twitter
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Register Now for Our Next Event
Sell More Cars: Tips You Can Implement Today to
Close More Deals
Friday, Sept. 11, Noon ET
In this session, you’ll learn how to:
• Develop listings that answer shoppers questions and help
them form an emotional connection with the car.
• Leverage emerging channels such as online chat, the mobile
internet and social media to engage with buyers.
• Optimize your new-car lead, SEM and SEO initiatives.
• Stay in communication with car buyers until they’re ready to
move forward with a purchase.
Register at http://dealers.cars.com/live
Questions & Answers
Thank You & Good Luck
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