automotive social media marketing reputation management client services
TRANSCRIPT
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
http://slidepdf.com/reader/full/automotive-social-media-marketing-reputation-management-client-services 1/19
1
Complete Digital
Advertising Solution
Complete Digital
Advertising Solution
ComprehensiveSocial Media Strategy
ComprehensiveSocial Media Strategy
Managed CampaignsManaged Campaigns
Comprehensive Social Media Strategy
Comprehensive Social Media Strategy
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
http://slidepdf.com/reader/full/automotive-social-media-marketing-reputation-management-client-services 2/19
Social Media – Most Relevant Channel Today
§40 million Twitter users
§50 million LinkedInusers
§200 million people
with blogs§350 million
on users on Facebook alone…many use it every day
ERSE & English-speaking
Hispanic populations arefast growing user segments
indexes social content Complements eMail & Search Marketing
RS ARE isited by auto buyers in July ‘09?
…was Facebook
So…What’s Your Strategy?
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Social Media & Reputation Management
It’s not what YOU say about youthat matters…
It’s what THEY’RE saying about youthat counts !
Your brandis alreadyout there
…whether or notyou choose to
participate
TAKE MORE CONTROL
OF YOUR ONLINE BRAND
TAKE MORE CONTROL
OF YOUR ONLINE BRAND
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Social Marketing Social Marketing
Reputation Management Reputation Management
Create a Wider Network of Trusted Relationships
Social Media
Strategy
Social Media
Strategy
?
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Is There A Dealer Value Proposition ?
1 2
3
ESTABLISHING TRUSTACROSS A
WIDER COMMUNITYOF PEOPLE
COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY
DEALER
CUSTOMERS
COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY
within which an Automotive Retailer
can be a participating member and have a valued presence
PRIMARY GOAL: EXPAND THE COMMUNITY
Which produces…
INCREASED TRAFFIC
MORE BUSINESS
GROWING CUSTOMER BASE
HIGHER CUSTOMER RETENTION
DEALER
CUSTOMERS
This is… “Friends & Family Word-of-Mouth” for the Digital Age
They EXPECT It
•93% of social media users in U.S.expect companies to have socialmedia presence
•85% want companies to interactwith consumers via social media
Cone, Inc. Sept 2008
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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The Challenges
1) Lots of Sites Keeping up with all the Social Sites
Knowledge: New sites always pop up. How many should I use? Which ones?
Productivity: How do I effectively participate without affecting productivity?
2) Lots of Content Producing enough quality content in all of the Social Sites
Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?
Productivity: How do I create good content regularly without an impact on employee productivity?
3) Two-Edged Sword Awareness and managing of negative commentary
Awareness: How will I know when negative content is posted?
Skill Set: What should I do when negative content appears?
of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mix
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Social is Different…
§
Social users turn away from a site indroves if they perceive their just beingmarketed to
§Social users are looking for relevantinformation and engagement
§Simply putting inventory listings on your
social site page does little to trulyengage social users
…and it may turn them off entirely
§There’s a whole universe of social sitesand more emerging all the time …a single page is hardly enough
Comprehensive Social Media Strategy
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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DealershipDealershipSocialSocial
Network SiteNetwork Site
Dealership Community Strategy
Centralized Content Creation and Tactical Control Pointin a “Hub & Spoke” Social Media Marketing Strategy
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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§DealerRater Certification
§
Encourage / solicitconsumer feedback at timeof delivery
§Post positive reviews toDealer’s Community Site
§Amplify the message bypublishing to all social sites
§Any negative reviews sendalert to dealer and your social media pro
§10-day hold on postingenabling dealer to engageand rectify
§BZ Social Media Proprovides Brand Monitoringservice of dealer brand onall social sites to raisedealer awareness
Reputation Management
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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DriveTraffic
To
eCommerce Sites:§Deliver Dealer Developed Content
§Designed to Convert shoppers to buyers
Social Marketing Sites:§Leverage User Generated Content
§Create excitement
§Provoke interest in Dealers’ business
§Increases awareness and leads
Social Media Marketing Complements eCommerce
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Birth of a Community
ADP Builds Ancira Auto Community Site
Dealer personnel set-up profilesGet engaged
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Case Study: Ancira Auto Group
Registration / Publication
Site Registered in 120 Social Venues
Will you be my Facebook friend?
2
Dealer Information
Ancira Crafts Their Message
3
Syndicated ContentRelevant Info From Other Sources
4
Local Interest
Highlight Ancira’s Civic Leadership
5
User Content
Fun Stuff For Customers
6
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Case Study: Ancira Auto Group – Stellar Results
“ am absolutely blown away that…ou not only responded but that
”ou use social media
“ will be happy to explain to veryone the fantastic service I…”eceived
Positivecustomer
feedback
SearchEngineResults
Brand Name SearchReturns
10 pages of Ancira content
Consumer response
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Social Media / Reputation Management Team (03-14-2010)
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Social Media / Reputation Management Team
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Social Media / Reputation Management Team
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Social Media / Reputation Management Team
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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Social Media / Reputation Management Team
8/8/2019 Automotive Social Media Marketing Reputation Management Client Services
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