toyota presentation nov 2010
DESCRIPTION
Presentation for a room of Toyota dealers with Gulf States ToyotaTRANSCRIPT
Welcome!
Ken Thompson & Krista St. Romain
GSFSGroup MissionOur GSFSGroup Field Team will support your efforts
Increase vehicle sales volume
Improve customer loyalty and retention
Reach and maintain your profit potential
What will you hear today?
Importance of Performance Standards
GSFS Highlights
TCUV
News from TFS
Social Media
F&I Best Practices
Performance StandardsKen Thompson
GSFS HighlightsGarth Fletcher
Toyota Certified Used Vehicles
Butch McLeod
Toyota Financial Services Denson Rivers
Social MediaRob Hagen
Social Media Fundamentals: Why’s and How’s to Embrace
Social Media
Social Media: It’s not just about sales. It’s about your bottom line!
Surpassed Google As The Most Trafficked Site On The Web
Facebook US Stats
• Per Relative-economy.com, 1 positive recommendation is equivalent to 200 traditional media impressions.
• 78% of people believe pier recommendations vs. 14% of people believe traditional ads
• Consumer reviews are significantly more trusted- nearly 12 times more- than descriptions that come from manufacturers, according to a survey of US mom Internet users by online video review site EXPO. (remarketer, February 2010)
Things That Make You Go Hmmmmm
Things That Make You Go Hmmmmm
• In a study conducted by social networking site myYearbook, 81 percent of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision
Facebook “Fan” Page: Case Study
• Made 36 percent more visits to Dessert Gallery stores each month;
• spent 45 percent more of their eating-out dollars at Dessert Gallery;
• spent 33 percent more at Dessert Gallery stores;• had 14 percent higher emotional attachment to the Dessert
Gallery brand; and • had 41 percent greater psychological loyalty toward Dessert
Gallery.
Desert Gallery
What Exactly is Social Media?
• Old business tool used in a new way: NETWORKING
• Purest form of branding
• Reputation management
• Making friends and influencing people
• Word of mouth
• Top of mind
It’s All About Social Capital• Social networks have value, both online and off.
• Social capitol has real value, both online and off.
• You can “sell” on social networks once you have earnedthe right.
• But, it’s much better to get your customers to sell for you.
Get Your Thinking Straight
• The car dealer is no longer in control.
• It’s better to NOT use social networks than to use them poorly.
• Social networks are NOT a stand in for traditional advertising.
• The less you pitch the more you sell.
4 Steps To Creating A Social Strategy
• Investigate
• Define Objectives
• Choose Actions
• Pick The Platforms
Investigate
• Investigate your market, where are people hanging out.
• Take good notes.
• Use Twitter, Facebook and other local forums.
Don’t Skip This Step!
Define Objectives• What do you want to accomplish?
• A S.M.A.R.T strategy.• Specific• Measurable • Attainable• Realistic• Timely
Reminder: High goals are frequently easier to achieve than a lower ones because they exert a higher level
of motivational force.
Choose Actions• What are the actions you will be performing to meet
your objectives?
• How are you going to build community?
• Will you be blogging? Podcasting?
• Will you be including social media with your offline advertising?
Pick Your Platforms• Don’t put the cart before the horse, chose your
platforms last.
• Which platforms will aid you in completing your actions so that you can reach your objectives.
• Use the notes you took in step one!
20-20-60 Rule
• Spend less time on social networks while still maximizing influence.
• An exact blueprint to engage your fans, followers and connections.
• Gives you a starting point to gauge your social interactions.
Objective
The First 20• Pre tested content• Alltop.com • YouTube.com• PopUrls.com• Google.com/Alerts• Digg.com • Don’t stick just to the car business• Funny is money• Quotes and silly one liners
The Second 20• It’s all about you!
• Mix it up don’t self promote all at once.
• Real time search is in, take advantage. Video
• Link to your blog, your videos, and to your Facebook page.
The 60• 60 percent of everything you do on social networks
should be all about building relationships. • Join as many conversations as possible.• Give good tips, offer advice and help out people in
need.• Listen first then respond. • Give stuff away! • Refer people in your networks to other people in your
networks.• Influencing word of mouth.
F&I Best PracticesBart Carpenter
