Richard Bustillo

General Manager

Rick Case Honda in Davie

TLS Automotive Social Media Summit

June 2012

Creating Desirable Content

Public Facing Customer Reviews and Ratings Philosophy

Overview

• Perspective

About Rick Case Honda

• Finding Point A

Discovering the What, The Who and The How

• Journey To Point B

Building an effective social media strategy

• Moving Forward

The future of social media for Rick Case

Honda

Perspective

About Rick Case Honda of Davie

Rick Case Honda

Largest Dealership In Florida

Six Stories of Inventory

Great Team!

President’s Award 4 Years In A Row

Going to the

Next

Level…

We are #1

in the

Southeast.

Our Goal is to be #1 in America!

Finding Point A

Discovering the What, the Who and the How

Looking For The Magic Pill

Every Department

Every Manager

Every Compensation Plan

Every Process

Every Vendor

We evaluated EVERYTHING….

Looking For The Magic Pill

Simplified The Customer Experience Tore down “walls” between departments

Simplified Our Messaging Consistent Branding in every

department

One core message

What We Did…

Reinventing The Customer Experience

New Cars

Used Cars

Service

Internet

Parts

5 Departments – 5 Customers

One Way Communication

Rick Case

Honda

One Dealership – One Customer

Two Way Communication

VS

Integrated Marketing & Communication

Benefits

Easy for customer to move from one department to another

Higher performance from employees

Many Things

VS

One Thing

Prone To

Mistakes

Constant

Improvement

Showroom

Service Waiting Area

Waiting Areas

Used Cars Hang Tag

View from one of

our gas pumps

Car Wash Line

Amazing Results

Customer-pay RO counts up over 30%.

30% increase in monthly service customers (with average customer spend of $350.00 per visit).

148% increase in Service Drive Sales - from 45 (2011 Average) to 105 (May 2012).

Overall used car business up over 50%.

Huge lift in CPO sales - went from 16th to 4th in nation for CPO sales (over 135 CPO units per month)

New Service Revenue from certifying cars bought from service lane ($1,300 per RO).

This is not about marketing.

This is about creating a formula that delivers a

Consistent, Positive Customer Experience…

PROBLEM

If this was how customers saw our “Real World” Dealership…

PROBLEM

This is how customers saw us online.

PROBLEM

This Was Point A

Out-Dated Posts

Negative Content

No Substance

Lack of Response

No Consistent social media Strategy

Lack of Content

PROBLEM NUMBER ONE:

Customer sees ad and

searches for dealership on

Google

We Spent $$$$$

To Build Brand With

Customers

Search results show ratings

for all dealers in that market

Rating results in dealership

financing lead to competitor

PROBLEM NUMBER ONE:

Customer sees ad and

searches for dealership on

Google

We Spent $$$$$

To Build Brand With

Customers

Search results show ratings

for all dealers in that market

Rating results in dealership

financing lead to competitor

Not Acceptable!

Journey To Point B

Developing An Effective Social Media Strategy

Social Media SWOTS

TR

EN

GT

H

S W

O T

OP

PO

RT

UN

ITIE

S

S

WE

AK

NE

SS

ES

TH

RE

AT

S

Large database – over 100k customers

Great “real world” reputation

Great facilities (1,000 visitors per day)

400 Quality Employees

Unique Buying Proposition

In-house Video Production Company

Lack Of Understanding

No Social Media Strategy

No Reliable Vendor Partners

Lack of Consistency

Leverage production company to

promote Rick Case Honda culture and

competitive advantages

Take advantage of new technologies

Leverage employee relationships

Negative content on social sites

Small Digital Signature

Dated Product

Competition from Hyundai and Ford

New VW dealership next door

Guidelines For Strategy

Had to be good for the customer, and good for the dealership

Had to be authentic (no gimmicks)

Had to generate productive, local interaction

Had to be system driven – not dependent on the talent of a single person

Had to be sustainable

Had to be consistent with our culture and integrated marketing/ communication strategy

Strategy For Social Reach

Our DealershipWe are committed to delivering

a 5-Star customer experience

Our EmployeesWe have over 400 employees.

200 assisted with our last

social media campaign.

Our CustomersOver 1,000 customers visit the

Rick Case Campus EVERY DAY!

Friends & FollowersRelationships generated by our

employees and customers

Our Social Media Strategy

Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.

Click next slide for video example

Creating Desirable Content

Public Facing Customer Information about Trade-In Appraisal Process

Our Social Media Strategy

Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.

Create processes around encouraging and facilitating customer

generated content – ie: Comments, Posts, Reviews and Ratings

Capturing Customer Feedback

Using the sales process to turn awkward time into productive time.

6

Publish To Social Sites

5

Ask To PostFacebook& Twitter

4

Collect Review

3

AddressConcerns

2

Detect Negative

1

Rate Dealership

Google ties Reviews into Consumer Search Results

Google Page One100% controlled by Rick Case Honda

SERP #1.5

Google Page One (second half)100% controlled by Rick Case Honda

SERP #2

Google Page Two100% controlled by Rick Case Honda

SERP #3

Google Page Three100% controlled by Rick Case Honda

SERP #4

Google Page Four100% controlled by Rick Case Honda

Part Two: Automated Follow Up

Touching every customer.

Our Social Media Strategy

Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.

Create processes around reducing/ preventing negative content

and generating positive content

Leverage technology to reduce effort and maximize exposure

Social Media Dashboard

Provides centralized account/profile access

Social Media Dashboard

Allows us to see where we need work

Social Marketing

Social Marketing

Phone

Flow

Social Marketing

Business Listings

THANK YOU

Rick CaseStory, Article

or News

DEALERSHIP SPONSOREDSOCIAL NETWORK

(community)

Our Social Media Strategy

Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.

Create processes around reducing/ preventing negative content

and generating positive content

Leverage technology to reduce effort and maximize exposure

Prepare for real-time opportunities - Social Media is the

Customer Centric CRM (Social Media as the new CRM app)

Facebook Watch

Multiple Persons with Admin

Rights to Facebook

Scheduled Responsibility

Negative Post

First Response in <10 Minutes

Escalated – Manager Engaged

Issue Addressed – Customer Happy

Another Win For Rick Case Honda

Our Social Media Strategy

Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.

Create processes around reducing/ preventing negative content

and generating positive content

Leverage technology to reduce effort and maximize exposure

Engage employees and Leverage employee relationships

Prepare for real-time opportunities - Social Media is the

Customer Centric CRM (Social Media as the new CRM app)

Teach Employees how to promote your dealership

THANK YOU

THANK YOU

THANK YOU

THANK YOU

Remember Our Goal?

Social Media Helped Put Us On Top

Show screen shot of top position here.

Moving Forward

The Future Of Social Media For Rick Case Honda

Results

• “Likes” – 2,110

• Social Reach – over 480,000

• Increase in Page 1 Google online market

share rankings

• Increase in website visits

• # video views on automotive community

sites

THANK YOU