so|lo|mo: winning with today's car shopper
DESCRIPTION
Jack Simmons' presentation on Social, Local and Mobile at the 3rd Annual Automotive Boot CampTRANSCRIPT
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 [email protected]
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
2
4
6
8
10
12
14
16
18
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?
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