superior honda of omaha social media strategy. research – by the numbers...
TRANSCRIPT
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SUPERIOR HONDA OF OMAHA
Social Media Strategy
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Research – By the Numbers
Dealership Facebook Twitter YouTube
Woodhouse 910 N/A 19,100
H&H Chevrolet 760 1,473 21,340
Atchley Ford 310 30 0
Nissan of Omaha
76 N/A 7
Superior Honda of Omaha
58 N/A 144
O’Daniel Honda 44 N/A N/A
There are almost 440,000 potential Facebook Fans over 18 in the Omaha Metro Area
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Research – Social Review Sites
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• Customer Relationship Management
• Brand Management
• Conversion Support
• Search Engine Optimization
Goals for Superior Honda
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Goal One: Customer Relationship Management
Engagement Even a loyal customer may only purchase
every 2-5 years Relationship touch points are scarce
Customer Service Customers will trust a repair center if a
relationship exists Letting community speak for you is
powerful defense to possible complaints
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Goal Two: Brand Management No gatekeeper
Can announce charity work and community
involvement directly to fans
Link to supported charities
Share press releases and coverage from the local
and national website
Share positive reviews from around the web –
including ratings sites
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Goal Three: Conversion Support Promotion
Creates Top-of-Mind Awareness
Highlight Specials and Advertisements hours before
high-volume times
Brand Management
Provide information that reinforces Honda brand
Friend recommendations are extremely valuable
and very easy to encourage on social media
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Goal Four: Search Engine Optimization
Social Search
When signed into account, Google uses information from your
social circle to inform the search
For Example – signed in Used Cars in Omaha – 4th place
not signed in – Used Cars in Omaha – 10th place
Review Rating
Google Places includes review section
Superior Honda ranks as number one Omaha Honda Dealer
4+/5 stars on dealer rater (ranks high when looking for Honda
Omaha reviews)
Facebook will act as another space to play these reviews up
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Building a Community
Why do users “like” a page?
40% to receive discounts and promotions
39% to show my support for the company
to others
36% to get a “freebie”
34% to stay informed about the activities of
the company
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Building a Community
Tactics for increasing fan count on Facebook
Provide incentives for customers to fan and tag the
page
Take photos of all new owners and post on Facebook
Personal message from sales person thanking them and
inviting them to tag the photo
Giveaways of Superior Honda Gear
Tell us why you love your Honda – get your friends to vote
for your post
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Engaging the Community
Tactics for engaging with fans
Games that reward active community members
and support branding
Trivia Games about Honda and Superior
Bingo – Highly Shareable
Community-based link with question is best way to
encourage conversation
Monitor links CTR in addition to comments and likes
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Benefits of an Engaged Fan
Top-of-Mind Awareness Average person spends more than an hour
a week on Facebook – more than any other site
More likely to see/share content Edge Rank Viral content
More likely to trust content provided by Superior Trust reviews and opinions
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Turning a Customer into a Brand Ambassador
Provide incentives for referring and posting said referral online – create on and offline brand ambassadors
Ensure that most posts are shareable Make the ask
Ask buyer to tag themselves in photos Encourage fans to post about positive
experiences
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Turning an engaged fan into a customer
Deliver product information with sales
tone just before high-volume sales times
No more than once a week
Provide promotions for more immediate
purchases by service department
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Example Content Calendar
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Linking accounts allows for two channels
with little extra effort
Twitter is integrated into search results
Increases chances that messages are seen
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YouTube
Most local auto dealers syndicate
content from the national car companies
Take advantage of the Honda page by
linking directly to it from the Facebook page
Take local videos from sponsored events
and employee testimonials
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Key Social Deliverables
Increase total number of “likes” to 1,000 in a 12 month period 75-80% local (average local fan percentage for
retail businesses is less than 20%) Average CTR of 10%
Year end goal as content becomes more personalized Create strong community of brand
ambassadors Monitored through sentiment tracking
Monitor use of Facebook in conversions through socially conducted surveys.