automotive social media marketing reputation management client services

8/8/2019 Automotive Social Media Marketing Reputation Management Client Services

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Complete Digital

Advertising Solution

Complete Digital

Advertising Solution

ComprehensiveSocial Media Strategy

ComprehensiveSocial Media Strategy

Managed CampaignsManaged Campaigns

Comprehensive Social Media Strategy




Social Media – Most Relevant Channel Today

§40 million Twitter users

§50 million LinkedInusers

§200 million people

with blogs§350 million

on users on Facebook alone…many use it every day

ERSE & English-speaking

Hispanic populations arefast growing user segments

indexes social content Complements eMail & Search Marketing

RS ARE isited by auto buyers in July ‘09?

…was Facebook

So…What’s Your Strategy?



Social Media & Reputation Management

It’s not what YOU say about youthat matters…

It’s what THEY’RE saying about youthat counts !

Your brandis alreadyout there

…whether or notyou choose to

participate

TAKE MORE CONTROL

OF YOUR ONLINE BRAND

TAKE MORE CONTROL

OF YOUR ONLINE BRAND



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Social Marketing Social Marketing

Reputation Management Reputation Management

Create a Wider Network of Trusted Relationships

Social Media

Strategy

Social Media

Strategy

?



Is There A Dealer Value Proposition ?

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ESTABLISHING TRUSTACROSS A

WIDER COMMUNITYOF PEOPLE

COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY

DEALER

CUSTOMERS

COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY

within which an Automotive Retailer

can be a participating member and have a valued presence

PRIMARY GOAL: EXPAND THE COMMUNITY

Which produces…

INCREASED TRAFFIC

MORE BUSINESS

GROWING CUSTOMER BASE

HIGHER CUSTOMER RETENTION

DEALER

CUSTOMERS

This is… “Friends & Family Word-of-Mouth” for the Digital Age

They EXPECT It

•93% of social media users in U.S.expect companies to have socialmedia presence

•85% want companies to interactwith consumers via social media

Cone, Inc. Sept 2008



The Challenges

1) Lots of Sites Keeping up with all the Social Sites

Knowledge: New sites always pop up. How many should I use? Which ones?

Productivity: How do I effectively participate without affecting productivity?

2) Lots of Content Producing enough quality content in all of the Social Sites

Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?

Productivity: How do I create good content regularly without an impact on employee productivity?

3) Two-Edged Sword Awareness and managing of negative commentary

Awareness: How will I know when negative content is posted?

Skill Set: What should I do when negative content appears?

of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mix



Social is Different…

§

Social users turn away from a site indroves if they perceive their just beingmarketed to

§Social users are looking for relevantinformation and engagement

§Simply putting inventory listings on your

social site page does little to trulyengage social users

…and it may turn them off entirely

§There’s a whole universe of social sitesand more emerging all the time …a single page is hardly enough




DealershipDealershipSocialSocial

Network SiteNetwork Site

Dealership Community Strategy

Centralized Content Creation and Tactical Control Pointin a “Hub & Spoke” Social Media Marketing Strategy



§DealerRater Certification

§

Encourage / solicitconsumer feedback at timeof delivery

§Post positive reviews toDealer’s Community Site

§Amplify the message bypublishing to all social sites

§Any negative reviews sendalert to dealer and your social media pro

§10-day hold on postingenabling dealer to engageand rectify

§BZ Social Media Proprovides Brand Monitoringservice of dealer brand onall social sites to raisedealer awareness

Reputation Management



DriveTraffic

To

eCommerce Sites:§Deliver Dealer Developed Content

§Designed to Convert shoppers to buyers

Social Marketing Sites:§Leverage User Generated Content

§Create excitement

§Provoke interest in Dealers’ business

§Increases awareness and leads

Social Media Marketing Complements eCommerce



Birth of a Community

ADP Builds Ancira Auto Community Site

Dealer personnel set-up profilesGet engaged

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Case Study: Ancira Auto Group

Registration / Publication

Site Registered in 120 Social Venues

Will you be my Facebook friend?

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Dealer Information

Ancira Crafts Their Message

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Syndicated ContentRelevant Info From Other Sources

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Local Interest

Highlight Ancira’s Civic Leadership

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User Content

Fun Stuff For Customers

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Case Study: Ancira Auto Group – Stellar Results

“ am absolutely blown away that…ou not only responded but that

”ou use social media

“ will be happy to explain to veryone the fantastic service I…”eceived

Positivecustomer

feedback

SearchEngineResults

Brand Name SearchReturns

10 pages of Ancira content

Consumer response



Social Media / Reputation Management Team (03-14-2010)



Social Media / Reputation Management Team

automotive social media marketing reputation management client services

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