Post on 20-Jan-2015
description
Welcome
Jason Stein
Editor
Automotive News
Doug Frisbie
Market Solutions Strategist
Moving the Metal Through Social Media
Doug Frisbie | Market Solutions Strategist
The world has gone social
500 millionusers worldwide
More than halfof users return daily
=
50M+users in U.S. per day
Tuesday night
viewers
Sunday night
viewers
+
Facebook Reaches New Auto Buyers
Source: JD Power In-market Buyer Behavior Study
Find Your Customers Before They Search…
Facebook Product vision
best friend
mom
co-worker
favorite band
tv show
tv show
brother
roommate
girlfriend
teammate
restaurant
clothing designer
coffee shop
favorite cereal
celebritydad
best friend
mom
co-worker
favorite band
tv show
tv show
brother
roommate
girlfriend
teammate
restaurant
clothing designer
coffee shop
favorite cereal
celebritydad
Facebook Page
• Connections
• Brand voice
• Viral distribution
A new ad model
Develop deep relationships with your audience
1. Build a Page
2. Advertise to increase connections
3. Publish to your network
Facebook Tips
Drive Traffic to Your Website
Classic Chevrolet Campaign
Promote Pages with Engagement Ads
Fan growth
Proven, familiar to users, deeply integrated
Focus on publishing10x views in Stream versus Page
22 posts by 20 people
1,260 likes1,545 comments
vs.
Interact with Fans
Be timely and relevantEmbrace timely opportunities to connect with Fans
Innovate!
Try the Platform for Yourself!
$50 Facebook Ad Credit
1. Visit www.facebook.com/advertising
2.Use the credit code: AutoFree50 by 9/15/10
3.Visit www.facebook.com/couponFAQ to answer questions
Scott Monty
Global Digital & Multimedia
Communications Manager
Ford Motor Company
PUTTING THE “CAR” IN KARMA
Scott Monty (@ScottMonty)Global Digital CommunicationsFord Motor Company (@Ford)
We have a fundamental challenge:Q: Thinking about everything you have read, seen, or heardabout business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year?
Source: Edelman Trust Barometer, 2009
Ninety percent of social media is just showing up.
It’s the other half that’s hard.
It’s not the same old, same old
Social media is
different
This doesn’t work anymore
A few tips & ideas
http://bit.ly/50Tips http://bit.ly/50BizIdeas
• Spend more time in search than in chatting us up about your stuff.
• Your customers might not be on Twitter. Use RapLeaf to find them.
• Promote other people 12x to every 1 self-promotional tweet.
• A lot of @replies shows a lot of humanity/engagement.
• Spamming us repeatedly is okay. We just unfollow you.
• Have more than one twitterer at the company. People can quit. People take vacations. It’s nice to have a variety.
• Ask questions. Twitter is GREAT for getting opinions.
“If you wish to persuade me, you must think my
thoughts, feel my feelings and speak my words.”
fiestamovement.com
Effective?
Fiesta Movement stats:
750,000
7+ million
4 million
100,000 97%
Drive one.
Joe Castle
Dealer Principal
Castle Automotive Group
Founder/CEO
SOCIALDEALER
1-888-Get-SOCIAL
Automotive Social Media Management
“Moving the Metal Through Social Media”
Joe CastleFounder & CEO of SOCIALDEALER
Dealer & CEO of the Castle Auto Group
1-888-Get-SOCIAL
Increase profitability in a down economy
Get better returns on advertising dollars
Drive customer retention & loyalty
Adapt marketing strategies to stay at the head of the fast changing digital marketplace
Identify and reach in-market car buyers
1-888-Get-SOCIAL
Advertising budget of $50,000 per month
Retails 100-125 Vehicle Per Month
That’s about $400-500 Per Vehicle Retailed (PVR)
Using newspaper ads, billboards, direct mail
1-888-Get-SOCIAL
Exchange traditional advertising outlets for digital outlets.
Decrease ad budget 75%
Increase advertising reach and effectiveness
See an Immediate sales increase
Lowering expenses, increasing sales equals more profit dealership wide
1-888-Get-SOCIAL
Television YouTube
AM/FM Radio Pandora
Newspaper Facebook Billboards TwitterDirect Mail RSS feeds
Business to Business LinkedIn
1-888-Get-SOCIAL
Advertising budget of $10,000 per month
Retails 125-150 Vehicle Per Month
$125-$150 Per Vehicle Retailed (PVR)
Using Internet Marketing and Social Media
1-888-Get-SOCIAL
Identify In-Market Car Buyers
Target buyers by demographics (sex, age, location etc.)
Communicate with your customers in real-time
Reach exponentially more people for a fraction of the cost
Increase customer loyalty by becoming a part of your customers daily life and drive retention
1-888-Get-SOCIAL
Get Your Staff Involved in the Social Media Revolution.
Personalized Staff business pagesMarketing your Dealership Promoting your Brand Sharing your inventory
Service department can get involved Recall notificationsMaintenance reminders Service specials Tips and Tricks from mechanics
Parts Department Over stocked items Aged inventory Accessories
1-888-Get-SOCIAL
“Social media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launch pad for other marketing tactics. Social media is not an island. It’s a high-power engine on the larger marketing ship.”
– Matt Dickman, technomarketer.typepad.com
Dean Evans
Chief Marketing Officer
Dealer.com
Thinking SocialWhere should you start?
First Things First
Be sure you are taking care of the basics:
• Specials
• Engaging, SEO-friendly content
• Lead Management
Response times
Quality communication and customer service
Reputation Monitoring and Management – The Building
Blocks
• Listen, Listen, Listen
Social tools allow you to understand customer and prospect sentiment
toward your brand. Don’t miss this opportunity!
• ENGAGE
When appropriate
Be smart & courteous
• Know When NOT to Engage
Don’t make the problem worse
Invite individuals to engage in an off-line conversation
Opportunity – Fixed Operations
• App. 12M units will be sold this year
244M units currently on the road
Average life of a vehicle is now 9.2 years
Owners need to service their cars
and you need to fill the service bays!
What is Engaging Facebook Content?
Fixed Ops Departments
Vehicle Maintenance
& Care
Vehicle Interest /
New Model Info
Your Customer and Social Media
Maintaining a social presence gives your
customers an outlet for sentiment
• What would happen if you posted a testimonial from a
customer and tagged it?
How many people would you reach with that positive message?
Ratings and Reviews Sites = Search Engine Rankings
• Don’t forget :
Yelp
Dealerrater
CitySearch
Google Places
Yahoo! Local
Etc…
• Creating and maintaining profiles on these sites is crucial.
• Google, Yahoo and Bing all give priority to resources for
the local shopper
The Social Commitment
• Facebook, Twitter and others do not update themselves
Stale or abandoned pages hurt instead of help
• Local business review sites collect history
Do you have a plan to encourage online reviews?
Free Oil Change with online review!
Q&A
Thank YouThis webinar will be available on-demand in 24 hours at
www.autonews.com/webinars. All registrants will
receive an e-mail notification when it is available.
Try the Platform for Yourself!
$50 Facebook Ad Credit
1. Visit www.facebook.com/advertising
2.Use the credit code: AutoFree50 by 9/15/10
3.Visit www.facebook.com/couponFAQ to answer questions