IS20G New York Adam Bucci Day 3 Serious ROI

Get Serious Social ROIYour Social Media and

Reputation Matter

Adam BucciVP, Business [email protected]

In the wholesale & retail side of the Auto Industry since 1989.

Spent 10 Years as an ISD for a Dealer Group in Bucks County, Pa.

With DAS since 2008.

Has helped 100's of dealers improve their Reputation, Digital Marketing, and Social Community Management.

http://www.digitalairstrike.com/

73% of adults use social networking sites*

Source: Pew Research Center’s Internet Project Library, Dec 2013

75% of car buyers say using the internet including social media sites was most helpful when researching car dealers - - surpassing all other mediums.**October 2014 Automotive Social Media Trends Study

© 2015 Digital Air Strike | Reproduction Prohibited

Know what your prospects see when they are in market… and fix what you find.

Car buyers find information through multiple portals - you need to know what they will find!

Start with the “basics”

What’s in it for you?• Google (and other engines) dig it…better for search

results• Decreases customer frustration/confusion and the

chances customer will just not contact you• Increases contacts to your dealership

Update:

• Dealership Name

• Address

• Website

• Hours

• Classify your business correctly


Claim and update your sites!


71% of car buyers have searched for a local business using a mobile device - up from 67% from the prior year*

Make sure your sites and links are mobile friendly!

INCONSISTENT

Consistency helps with local search rankings.

CONSISTENT


Don’t forget: Address, hours, URL – all should be the same!

Keep it consistent!


Why?

Visual stimulation = clicks

Add pics – spice things up!

Google likes pictures, which means more people see it!


Words & keywords = ranking Make your dealership more “likeable”

Custom descriptions… aka, more SEO!


Create your cover image.


Pro profile pics!


Post three times per week on Facebook.

What’s in it for you?That’s the question!

At minimum – page isn’t blank or abandoned

© 2015 Digital Air Strike | Reproduction Prohibited.

Attract prospects with local content.

On-Premise

Manufacturer/BrandEvent/Logo


Visuals are important – Don’t forget video

Images & video are the hook. Media that draws a high degree of engagement should always be

linked to a conversion page – even if the desired action is only to have the user “like” your page.

Charitable organizations LOVE to support businesses that are helping to

support their cause – It’s a win-win!


Share that you care and that you are an award-winner.


Hashtags #notafad

With hashtags, users are now able to search for content using keywords. Inject yourself into the conversation.

Q: What makes you like a business on Facebook? Select all that apply: (n=1043)

Acce

ss to

exc

lusiv

e...

Help

ful ti

ps/p

osts

...

Upda

tes o

n sp

ecia

l ...

Info

rmati

on o

n sp

ec...

Chec

k-in

offe

r tha

t...

Revi

ews/

Reco

mm

en...

Liked

bus

ines

s to

en...

52%

26%

37% 35%

19% 20%24%

Access to coupons and offers

Helpful tips and posts in

my newsfeed

Updates on special

pricing and incentives

Information on special

events

Reviews of that

Business

“Liking” business to

enter contest

Check-in offer I can redeem

while at the business

Consumers will go straight to the newsfeed for brands when they are looking for a promotion.


Have a blend of content including in-dealership events.


Consumers want deals! Use them to drive traffic and post where they will get found.


Why?Google is now

including Twitter feeds in its search

results.

Tweet three times per week.

What’s in it for you?• PAGE 1

(most of the time)

© 2015 Digital Air Strike | Reproduction ProhibitedPost on G+ at least once a month.


Why? SEO! And a cheap way to show your personality

Upload two videos to YouTube per month.

Embed fresh content on your dealership website.


One foursquare check-in special each month.

What’s in it for you?• More check-ins on foursquare helps Google “prominence” ranking• Discoverable on foursquare


Got comments? Respond.

What’s in it for you?• Shows you are paying attention to

your social sites and “engaging” versus just “pushing” content


83% of car buyers said they looked at review star ratings in search results, even if they didn’t read the reviews (up from 76% in 2013)

74%

of all car buyers surveyed would drive between 20 – 60 miles to a dealership with good reviews. Up from 63% in 2013

*2014 Automotive Social Media Trends Study © 2015 Digital Air Strike | Reproduction Prohibited

20.20%

24.60%

15.20%

23.40%

16.60%

As helpful and/or important as the dealer-ship’s websiteVery helpful,

but not as im-portant as the

dealer’s website

The most helpful and/or important factor

Somewhat helpful

Not important

44.6% of recent car buyers find review sites the most helpful or as helpful as dealership websites

DEALERSHIP ONLINE

REPUTATION IMPACTS

CUSTOMER CONSIDERATION

Why is your online reputation so important?


Secure and enhance directory, review and social sites to increase organic and local

SEO.


Responses should be prompt, professional and provide the highest level of contact possible.

Monitor your reviews, respond promptly and take negative reviews offline.


Know the terms and conditions of each site and clearly outline in a professional manner what the negative review is violating.

Flag/dispute negative reviews that don’t adhere to site posting guidelines.


Find out who is

happy…

Encourage them to take it

public…Get

results!

Continually work to increase positive reviews across multiple sites.


Share the feedback with team members.

What’s in it for you?• Encourage good customer service from

more team members• Increase review volume• Handle employee service issues


What’s in it for you?• Fix failure points in customer service, process and handling• Create RAVING FANS

Take action on the feedback – good and bad!

We had such a great experience when buying our new Highlander from Chester Mill Toyota. Sent in a lead earlier the week through cars.com and Jon was quick to respond and answer all of our questions. When we came in, everything was ready and all we had to do was sign the paperwork and take delivery! Car buying has never been so easy!


What’s in it for you?• More customers know you are awesome, which leads to more customers contacting

you• Pushes down older negative reviews

Make it easy for your happy customers to share the LOVE!


What’s in it for you?

Reviews are more likely to “stick” on

Yelp.

Get more reviews on Yelp with check-in offers!


What’s in it for you? Customer feedback shows on EVERY page.Shows happy customers from

top sites.

Make your website a one-stop shop – show off your happy customers!

I just emailed

her!

I got this boss – let me jump

in!I just called her…

I wonder what time the roach coach will be

here…


Rules of engagement – who does what?


Social ads perform an average of 33% better when aligned with TV ads.

Include social media in your monthly advertising plan.

Dealer bought “Likers”. They were all in Turkey.Not helpful to a dealer in the U.S.

Dealer now spends less than $1000/mo. on Targeted Facebook ads designed to reach locals interested in brand.

In less than 8 months, dealer gained closeto 9000 in-market Likers

Daily organic post reached increased by990%

Post engagement increased by 3500%

Copyright 2015 Digital Air Strike, Inc.

Don’t buy fake Likers. Pay to reach real fans.

• Branding/Awareness: 180,000 In-Market Impressions

• Social Influence: 450 New local page fans captured + 3,000 engagements

• Ten test drives• 4 CONFIRMED CAR SALES: $10K+ in

profit!• $1,300 Spent on ads in ten days


Social DOES sell cars!

Paul LappageE-Commerce Director

Legacy Ford Highlight

“In just ten days, Digital Air Strike generated an amazing amount of engagement. Our promotion yielded 10 test drives by people who responded to our Facebook ads resulting in FOUR sales!

10 Days & Four Vehicles Sold!

Copyright 2015 Digital Air Strike, Inc.

Top reasons they said they clicked on a Facebook ad:

37% to obtain info on a product/service

27% for sales promo/contest

Facebook Ads with relevant offers and in-

market targeting perform the best

33% have clicked on a FB ad on a mobile device

46% of car buyers say they have seen an ad for a local car dealership on Facebook.


89%

of our ad clicks are from mobile devices – remove North Dakota and it’s 97%!

What happens when customers click through to your site?

Think mobile, mobile, mobile

Proof targeted Social Ads work: 21,000+ in-marker Likers since June

2014 All Likers are Jeep enthusiasts/purchase

intenders Due to content relevancy organic

engagement increased by 1000+%


Targeted ad

Shopper responded to Targeted post.

Dealer replied

Customer purchasedA $105,000 Jeep

Remember to promote your offers… including service!

See something, say something…

Targeted in-market Facebook advertisingDon’t be afraid of signage. Most of your customers are happy – encourage them to

leave a review.

Targeted in-market Facebook advertising

Check-In offers, greatly increase customer

engagement.


Use in-dealership signage!


Social Reporting – Survey Reporting – Review Site Impact Reporting

Set realistic goals and measure your success


Yahoo reviews replaced by Yelp reviews

Twitter feeds now show up in Google searches.

Stay on top of changes

Learn from your partners and expect them to stay ahead of digital trends


Do you have an in-house team handling your social media?

How many of these tips does your team implement?

Are you seeing ROI from your social activity? If not, why?

Key considerations:

Request a free Intel Reportand find more information at www.digitalairstrike.com

http://www.digitalairstrike.com/

IS20G New York Adam Bucci Day 3 Serious ROI

Automotive

Transcript of IS20G New York Adam Bucci Day 3 Serious ROI