social networking: should it be more about relationship building than selling cars?

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Social Networking Should it be more about Relationship Building than Selling Cars? 2009 Automotive Internet Roundtable

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Presentation deck for today's (Oct. 15, 2009) Social Networking panel at the J.D. Power Automotive Internet Roundtable. A large number of the car dealers now on Facebook and Twitter use their status updates to list inventory. However, the real value in joining these social networks may be the opportunity to create relationships with both customers and colleagues alike. This panel covered: • OEMs and dealerships who are using social networks effectively • Opportunities to build relationships with current customers and potential rewards (increased visits for service, referrals, etc.) • Advantages of connecting with fellow dealers (information sharing/collaboration, etc.) Panelists: - Christopher Barger, Director of Social Media, General Motors (@cbarger and @GMblogs) - Jared Hamilton, CEO and Founder, Drivingsales.com (@drivingsales) - Tom Chisholm, Midwest Sales Director, Facebook - Eric Miltsch, IT-Web Director, Auction Direct USA (@AuctionDirect) - Ralph Paglia, Director of Digital Marketing, ADP Dealers (@ralphpaglia) Moderator: Mary S. Butler, Editor of Headlightblog.com and Razorfish Senior Content Strategist (@msbutler and @SocialDealers) Presentation deck designed by Leon Li, Razorfish (@leonbignogin)

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Page 1: Social Networking: Should it be more about Relationship Building than Selling Cars?

Social NetworkingShould it be more about Relationship Building than Selling Cars?

2009 Automotive Internet Roundtable

Page 2: Social Networking: Should it be more about Relationship Building than Selling Cars?

Meet the Panelists

Chris Tom Jared Eric Ralph

2009 Automotive Internet Roundtable

Page 3: Social Networking: Should it be more about Relationship Building than Selling Cars?

Christopher BargerDirector Global Social Media, GM

@cbarger@gmblogs

Chris leads the company’s social media communications efforts; he is responsible for setting GM’s communications strategy in the emerging social media.

2009 Automotive Internet Roundtable

Page 4: Social Networking: Should it be more about Relationship Building than Selling Cars?

POV on Social Networking

Done most effectively, interaction on the social web is about relationship marketing, not sales – in fact, engaging overtly in direct selling often has a negative effect on an audience’s perception of you.

Page 5: Social Networking: Should it be more about Relationship Building than Selling Cars?

Tom ChisholmMidwest Sales Director, Facebook

Tom has been at Facebook since 2006; he opened the Midwest office of Facebook

2009 Automotive Internet Roundtable

Page 6: Social Networking: Should it be more about Relationship Building than Selling Cars?

POV on Social Networking

We are moving from an anonymous web to an authentic identity-based web. ... There are now toolsets that allow businesses to have first-class citizenship and share with consumers who care.

Page 7: Social Networking: Should it be more about Relationship Building than Selling Cars?

Jared HamiltonCEO, DrivingSales.com

@drivingsales

Jared is a third-generation dealer and founder of oneof the largest social-networking sites for automotive industry professionals.

2009 Automotive Internet Roundtable

Page 8: Social Networking: Should it be more about Relationship Building than Selling Cars?

POV on Social Networking

The car business has always been about relationships; social media allows us to scale those relationships. Social media strategy is not new – the technology is.

Page 9: Social Networking: Should it be more about Relationship Building than Selling Cars?

Eric MiltschInternet Director, Auction Direct USA

@auctiondirect

Eric created the company’s successful online strategy three years ago and continues to expand its online presence.

2009 Automotive Internet Roundtable

Page 10: Social Networking: Should it be more about Relationship Building than Selling Cars?

POV on Social Networking

Social Media’s power stems from its ability to harness our basic human need for social interaction. This new “interaction layer” has built a unique, emotional relationship opportunity limited only by our creative and technological abilities.

Page 11: Social Networking: Should it be more about Relationship Building than Selling Cars?

Ralph PagliaDirector of Digital Marketing Solutions, ADP Dealer Services

@ralphpaglia

Ralph is the founder and General Manager ofthe Automotive Digital Marketing professionalcommunity.

2009 Automotive Internet Roundtable

Page 12: Social Networking: Should it be more about Relationship Building than Selling Cars?

POV on Social Networking

For dealers, the most ROI-effective social media strategy uses a community for centralized content creation and network syndication, leverages OEM-supplied assets and involves employees and suppliers, who are the first 100 members.

Page 13: Social Networking: Should it be more about Relationship Building than Selling Cars?

How are we doing?Send us feedback via @JDPowerInternet #Social

2009 Automotive Internet Roundtable

Page 14: Social Networking: Should it be more about Relationship Building than Selling Cars?

Areas of Discussion

• Why are we here today?

• Who is doing it right?

• Best practices

• What’s coming

2009 Automotive Internet Roundtable

Page 15: Social Networking: Should it be more about Relationship Building than Selling Cars?

Why are we here today?

2009 Automotive Internet Roundtable

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Low follower ratio

2009 Automotive Internet Roundtable

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Automatedinventory asstatus update

2009 Automotive Internet Roundtable

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Twitter TOS(updated 9.18.09)

2009 Automotive Internet Roundtable

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Practices that will get you bounced

2009 Automotive Internet Roundtable

Page 20: Social Networking: Should it be more about Relationship Building than Selling Cars?

Who is doing it right?

2009 Automotive Internet Roundtable

Page 21: Social Networking: Should it be more about Relationship Building than Selling Cars?

Learning from success

2009 Automotive Internet Roundtable

Page 22: Social Networking: Should it be more about Relationship Building than Selling Cars?

High activity,engaging withfollowers

2009 Automotive Internet Roundtable

Page 23: Social Networking: Should it be more about Relationship Building than Selling Cars?

More followersthan friends

2009 Automotive Internet Roundtable

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Deliver value in 140 characters

2009 Automotive Internet Roundtable

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Personalized engaging content

2009 Automotive Internet Roundtable

Page 26: Social Networking: Should it be more about Relationship Building than Selling Cars?

Be where your shoppers areIn July, the site most visited by new-vehicle prospects

was Facebook.

- J.D. Power

2009 Automotive Internet Roundtable

Page 27: Social Networking: Should it be more about Relationship Building than Selling Cars?

Be where your shoppers are

2009 Automotive Internet Roundtable

Page 28: Social Networking: Should it be more about Relationship Building than Selling Cars?

Customer tweetstheir gripe...

@girlwithahemi (dealer)apologizes and resolves

@JesterTX2001 becomes a raving fan and tweets about it

2009 Automotive Internet Roundtable

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Best Practices

2009 Automotive Internet Roundtable

Page 30: Social Networking: Should it be more about Relationship Building than Selling Cars?

• Create an authoritative voice

• Build trust and confidence

• Manage brand reputation

• Create customer loyalty

• Learning and information sharing

• Driving traffic

• Leveraging Social Media Optimization

2009 Automotive Internet Roundtable

Page 31: Social Networking: Should it be more about Relationship Building than Selling Cars?

Create an authoritative voice

2009 Automotive Internet Roundtable

Page 32: Social Networking: Should it be more about Relationship Building than Selling Cars?

Build trust and confidence

2009 Automotive Internet Roundtable

Page 33: Social Networking: Should it be more about Relationship Building than Selling Cars?

Manage brand reputation

2009 Automotive Internet Roundtable

Page 34: Social Networking: Should it be more about Relationship Building than Selling Cars?

Customerloyalty

2009 Automotive Internet Roundtable

Page 35: Social Networking: Should it be more about Relationship Building than Selling Cars?

Learning and information sharing

2009 Automotive Internet Roundtable

Page 36: Social Networking: Should it be more about Relationship Building than Selling Cars?

Driving traffic

2009 Automotive Internet Roundtable

Page 37: Social Networking: Should it be more about Relationship Building than Selling Cars?

Leveraging social media optimization

2009 Automotive Internet Roundtable

Page 38: Social Networking: Should it be more about Relationship Building than Selling Cars?

What’s Coming

2009 Automotive Internet Roundtable

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Location-based services

2009 Automotive Internet Roundtable

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Q & AContact us via @SocialDealers on Twitter or the Social Networking for Dealers Facebook event page

2009 Automotive Internet Roundtable

Page 41: Social Networking: Should it be more about Relationship Building than Selling Cars?

Thank You!

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AppendixCreditsDesign: Leon Li, Razorfish (@leonbignoggin)Content: Mary S. Butler, Razorfish (@msbutler)

Image (and related content) sources; listed in order of slide number:

1: Network of Hands via: http://www.thebannerlady.com.au/resources/portfolio/business%20networks/ networkcentral-hands.jpg

2-3, 5, 7, 9 & 11: Each panelist supplied his own head shot

4: Mosiac Twitter collage via http://www.hongkiat.com/blog/world-of-twitter-mosaic-twitter-wallpapers/

6: Facebook collage via Image via http://www.benparr.com/wp-content/uploads/2008/07/facebook- friends-32.jpg

8: Human icon network image via: http://bradhanksseminars.com/blog/wp-content/uploads/human- networks1.jpg

10: Image via Image via drivingsales.com

12: Social networking image via: http://aprilbroussard.files.wordpress.com/2009/03/social- networking.jpg

2009 Automotive Internet Roundtable

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Appendix (contd.)

Image (and related content) sources; listed in order of slide number:

16-17: Images via Twitter.com

18: Twitter: Terms of Service http://twitter.com/tos

19: Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311

21: The Tendo View via http://www.tendocom.com/view/learning-from-success-four-social-media-tri umphs-873

22: Scott Monty Twitter profile via http://twitter.com/scottmonty

23: Jup Chevy Twitter profile via http://twitter.com/jupchevy

24: GoAutoNation Twitter profile via http://twitter.com/GoAutoNation/statuses/4633819687

25: Meet the VWs Facebook app via http://apps.facebook.com/meetthevolkswagens/

27: Facebook Lexicon cars + houses

2009 Automotive Internet Roundtable

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Appendix (contd.)

Image (and related content) sources; listed in order of slide number:

28: Customer tweets a gripe - http://twitter.com/JesterTX2001/statuses/4717778950 Dealer apologizes and resolves – http://twitter.com/JesterTX2001/statuses/4724841144 Customer becomes a fan and tweets about experience – http://twitter.com/JesterTX2001/ statuses/4724879302

31: Twitter Elite on Twitter Grader via http://twitter.grader.com/top/users

32: What Detroit needs to build most is trust, Automotive News, Sept. 21, 2009 via http://www.autonews. com/article/20090921/ANA03/309219991

33: DealerRater homepage via http://www.dealerrater.com/

34: @jspahr mentions on Twitter in June 2009 via @jspahr

35: Auto promotion: Using Twitter in the automotive industry, Headlightblog.com, March 30, 2009 via http://www.headlightblog.com/2009/03/auto-promotion-using-twitter-in-the-automotive-industry/ Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311

2009 Automotive Internet Roundtable

Page 45: Social Networking: Should it be more about Relationship Building than Selling Cars?

Appendix (contd.)

Image (and related content) sources; listed in order of slide number:

36: AutoNation blog homepage via http://blog.autonation.com/

37: Social Media Optimization for Small Business image via http://mashable.com/2009/08/31/ cloudprofile/

39: Adidas Originals, Your Area, Facebook fan page via http://www.facebook.com/adidasoriginals

2009 Automotive Internet Roundtable