social culture: the paradigm shift that modern dealers must implement in 2016 subi ghosh subi ghosh...
TRANSCRIPT
Social Culture:The paradigm shift that modern dealers
must implement in 2016
Subi Ghosh
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
My Story
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
• Seven years • Three dealer groups • Three completely unique cities/regions• Single point and multipoint groups• Independent, Ford, Nissan, Hyundai, Mazda, Toyota, Honda, Buick
GMC• Internet Assistant to Manager and Director to Ecommerce/Sales
Director• “Vendor” for a year and a half
Culture vs Social Culture
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
Social Culture
Not a buzzword. Not one-price. Not about losing gross
Team Impression. Community engagement. Increased gross
Can Social Media sell cars?
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
Three simple steps to a Social Culture
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
1.Identify your Identity2.Create a Plan3.Engage, Engage, Engage
Identify your IdentitySubi Ghosh | Dealer Authority | Executive Vice President | [email protected]
In Black and White
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
•Mission Statement•Motto•Team Values•Team Pledge•Event Posting Process•Photo use authorization waiver•Posted photo use sign
Identify your identity
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
• Start at the top• Get management involved to define who you are• Look at what how your community feels about you• Be authentic to your history, ownership, and culture
Create your planSubi Ghosh | Dealer Authority | Executive Vice President | [email protected]
Advocate vs Participant
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
Social Media Policy
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
• Distinguish the difference between an Advocate and a Participant• Provide rules in which they can clearly see what is expected and not• Provide even basic dos and don'ts• Be specific: How to comment, when to comment, what not to post
Three simple steps to a Social Culture
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
1.Identify your Identity2.Create a Plan3.Engage, Engage, Engage
Engage, Engage, Engage
Subi Ghosh | Dealer Authority | Executive Vice President | [email protected]
• Strategy behind posts• Create and share stories that relate to your dealership• Don’t just look to engage for the wrong reasons. Be relevant!• Use advertising effectively• Have some fun!
CONTACT INFO
Full Name: Subi Ghosh
Company: Dealer Authority
Job Title: Executive Vice President
Email: [email protected]
Share an important takeaway you received from this sessionusing hashtag #DD19 for a chance to win an iPad