Social|Local|Mobile workbook

So | Lo | MoWinning With today’s

Car shopper

Presented by Jack Simmons,

Dealer Training Manager, Cars.com

[email protected]

Tweet to us at @dealeradvantage about this session using #ABC!

So | Lo | Mo


What do these terms mean to you?

Social:

Local:

Mobile:

Notes:


So | Lo | Mo

If 100 of my best customers wrote an online review about their experience at my store, each review would be worth $_ to me.

Define Your Process - My social media and customer reviews process:

Measure & Improve - My social media and customer reviews metrics:

Area of Responsibility

Owner Contributor/Support

Tools

Monitor (e.g. Google Alerts)

Respond (e.g. Cars.com’s My Dealer Center)

Ask (e.g. “How Did We Do” cards)

Promote (e.g. website banner)

Metric Dealership Objective Impacted How to Optimize PerformanceExample: Total number of reviews Market share, sales Increase it by training/incentivizing staff to ask and

including links to review pages in follow-up emails

Ideas for Compensation & Recognition

Sales: (e.g. spiffs)

Service: (e.g. RO bonus)

F&I: (e.g. contests)

Administrative Staff: (i.e. gift cards)


So | Lo | Mo

My dealership provides more value to car shoppers than my competitors because…

Area of Responsibility Owner How to Maximize ValueExample: website Joey Focus messaging on unique amenities that make car shopping and ownership

more convenient, including extended service hours, child play area and service shuttle; make it easy to use

Define Your Process - My brand value and differentiation process:

Measure & Improve - My social media and customer reviews metrics:

Metric Dealership Goals Impacted How to Optimize PerformanceExample: website traffic Sales, market share Adjust online advertising mix and messaging to

increase metric


So | Lo | Mo

When it comes to using mobile, my dealership… (check all that apply)

[ ] Has a mobile-optimized website

[ ] Optimizes e-mail, microsites, blogs, etc. for mobile

[ ] Asks customers if they prefer to be contacted via text

[ ] Equips staff with mobile devices for use with customers and to increase productivity

[ ] Tracks our mobile metrics

[ ] Has a plan for interacting with mobile customers while they’re at the store

Define Your Process - My mobile process:

Measure & Improve - My mobile performance metrics:

Tool Solutions Provider ImplementationExample: Text Google Voice, CRM system Allow customers to opt-in, ask them to specify interest in

specials, contests, service updates, etc.

Mobile Website

Mobile App

Mobile Analytics

In-store engagement (QR codes, check-ins)Devices for staff

Training

Metric Dealership Goal Impacted How to Optimize PerformanceExample: Total number of reviews Market share, sales Increase it by training/incentivizing staff to ask and

including links to review pages in follow-up emails


So | Lo | Mo Define Your Process

Social: Shoppers consult consumer-generated content before choosing what to buy and where to buy it.

• Know who at your dealership is responsible for monitoring, responding to, soliciting and promoting your reviews.

• Align your culture, processes and compensation/recognition programs with your goals.

Local: Your dealership’s brand and reputation matter to car shoppers.

• What’s your value story? Make sure everyone at your store can tell it.

• From your website and online advertising to the experience you provide at your store, ensure you’re delivering on that value everywhere.

Mobile: With mobile, consumers can shop you against your competitors at any time – including while they’re standing on your lot.

• Reach consumers on their terms with text and mobile-optimized sites, e-mail and ads.

• Equip your staff with mobile for a better consumer experience and increased productivity.

Bringing It All Together:• Develop processes that assign responsibility and can be

benchmarked• Track metrics that ladder up to larger dealership goals• Use data to affect change in policies, processes and budgets –

don’t track just to track!

So

Lo

MoConnect with Cars.com DealerADvantage for more insights and best practices:

• facebook.com/dealeradvantage

• twitter.com/dealeradvantage

• youtube.com/dealeradvantage

• slideshare.net/dealeradvantage

• dealeradvantage.cars.com |

© 2012 Classified Ventures, LLC™. All rights reserved.

About Cars.comCars.com was recently named the “Best Overall Customer Experience” by Keynote Systems, the leader

in internet and mobile cloud marketing. Cars.com is an online destination for car shoppers that offers

information from consumers and experts to help buyers formulate opinions on what to buy, where to

buy and how much to pay for a car. With price listings, side-by-side comparison tools, photo galleries,

videos, unbiased editorial content and a large selection of new- and used-car inventory, Cars.com puts

millions of car buyers in control of their shopping process with the information they need to make

confident buying decisions.

Launched in June 1998, Cars.com is a division of Classified Ventures LLC, which is owned by leading

media companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy

Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).

Social|Local|Mobile workbook

Automotive

Transcript of Social|Local|Mobile workbook