Social Media for Dealers

Marketing is evolving

• Mass Media 1 to Many

• Niche Media 1 to Few

• Personalized Media 1 to 1

• Social Media Many to ManyHORRIB

LE SERVICEAGAIN!

TweetTweet

360 Approach to your brand • Cheers are louder when done

together.• Facebook – 200 million active users

• Twitter – 20 million active users

• No common message?

ROI – Return on ???

Impressions/Interactions/Influence How we calculate value

• ROI has changed.

• There is no right answer, just accepted

philosophies

• Avg. Impressions per post x #of posts per-

month/ 1,000 x 11 (Avg.CPM) = Your

(Monthly) Earned Media Value

• Huh? $2.60/fan for an actively engaged site

• Regardless, Social Media does not sell. It creates

a community to engage which leads to sales.

Twitter - MySpace

You’re no Lady Gaga but we sure would like to get to know you…

YouTube

• YouTube Served 2 Billion Videos in October

Facebook

Facebook or

• September 24% of all online display

ads in the U.S. appeared on

Facebook

Facebook or

• Where the Joneses Hang out

Facebook or

Facebook or

• Hotmail

Rules, Yahoo’s

2nd and GMAIL

trails but will

it all change

with a click of

the mouse?

• 51% of people are more likely to buy since

becoming a Facebook Fan

• 60% of people are more likely to recommend since

becoming a Facebook Fan

• 68% of Facebook users are more likely to buy a

product or visit a retailer based on a positive

Facebook friend referral

• Top 2 ways US mom internet users tell others about

products/services they like or dislike…

#1. In person.   #2. On Facebook.

So what do we do? • Over 80% of respondents in

BBDO Oct '10 study join Facebook

fan pages for coupons &

promotions

• Share industry insights to

establish your brand as an expert

vs. straight sales. If you build

trust, sales follow

• 80-20 RULE - Inform and educate

on the value first and leverage

your team.

• Web surfers have short attention

spans...keep your information

short, sweet and interesting.

Things our clients should be doing

• Flickr

• 4 square

• Facebook events

• Linkedin

• Facebook Places

• Wordpress or Blogspot blog

Facts about

• Tour of Flickr

• Highlights:−Upload photos and create albums−Allow captions for SEO−Picked up by Google Images−Limited number of photos unless

upgrade to a paid account.

4 reasons to 4square

• http://foursquare.com/businesses/

• Apply discounts for 4square users

• Lets customers tell their ‘friends’

where they are/where they

purchased a new or used vehicle

• Includes analytics

• Available for Facebook and Twitter

Facebook Events• Create an event on Facebook

• Post to the ‘wall’ and will appear in fans

newsfeeds

• Invite ‘friends’ to come

• Promote the event with a Facebook ad− Specifically targeted to a certain group on Facebook− Set dates for when you want the ad to run− Set a daily budget− Pay per click

• Use art we have created as the event logo

Linkedin

View your connectionsSee who works here

Direct traffic to your site

Relay most recent and relevant information

View current activity

Facebook Places

• Similar to 4square

• Free and easy advertising

• Allows friends to see who is nearby

• Use the ‘deal logo’ to find specials

near current location

• Share relevant content with your clients and possible

online followers

• Link to your website, facebook, and twitter pages

• Can either create a company ‘personality’ or sign as

the company itself

• Update on a regular basis – weekly, bi-weekly, monthly

• Create link-sharing – link to other relevant blogs

and/or websites

• Create multiple pages – main page with the blog,

about us with information about the company, etc.

What’s Next

"Some people here thought we should talk about technology or history -- 'We need to talk about Henry Ford!' -- instead of telling the consumer how good the product is," he said. So Ford reprised its "Swap Your Ride" campaign, where it has Honda and Toyota owners test drive Fords, and used the testimonials in its advertising. It launched the 2011 Explorer crossover on Facebook and created a campaign called the Fiesta Movement, which loaned out the small car to young social-media-savvy bloggers across the country to let them seed and spread the word long before the car was set to launch in the U.S.

- Ford marketing chief Jim Farley

Ford Focus Facebook Initiative

Ford asked prospective test drivers to “start more than a car” by providing the market equivalent of $10,000 for a charity they are passionate about, under the categories of hunger, education and environment/sustainability,”

Ford Explorer Facebook Initiative

• Forget the Tradeshows! Ford launched the 2011 Explorer right on Facebook.

• Since the new Explorer's Facebook paged received more than 30,000 likes, Ford gave away one new Explorer on the big day.

Seriously this is the last slide…• Social Media does not trump

Creative. We still need to

entertain and educate.

• Digital or Traditional

Advertising – It still needs to

be idiot-proof.

• The more ENGAUGED fans =

more loyal customers.