world dealer presentaionv2with mig
DESCRIPTION
Social Media and the Automotive Industry. How the automotive industry is using social media and how you can get started with a social media programTRANSCRIPT
Social Media
Solutions
for the
Automotive
Industry
Presented by: Nannette Staropoli
Chief Strategist, MARKITGROUP | Social Media Director WORLDDEALER
Social Media Solutions Powered by: MARKIT Group
Next StepsPresentation Overview
WorldDealer / Social Media Division
What is Social Media and WHY?
Automotive Industry and Social Media
Getting your social media program started
Social Media Program Types / Review
How your Sales Team can use Social Media to increase sales
Q and A / Next Steps
Contact Information
Presented by: Nannette Staropoli WorldDealer | Social Media Director
Dan Ferguson l Director Business Development
• Streamline ad agency and web services by managing and executing dealership marketing efforts in one place.
• WorldDealer eliminates the leg work involved in developing complete multi-media campaigns that result in a strong offline and online presence.
•Product (Model Specific) Micro Sites•Mobile Websites•Credit Micro Sites•SEO/SEM•New and Used Car Videos•Email Marketing •End Point Management / Managed Services•Social Media Marketing
Highlight of Services: From website design and content management…Search Engine Optimization and Marketing, Video Search, Inventory ads and Video Text Links…to TV, Radio and Print production, media buying and Social Media Marketing.
Total support to complete the marketing puzzle!
The Passion That Drives Us
We invite and encourage our customers to provide valued feedback
Would recommend them to any dealer, they
have been great to work with! Bus Dev’t Mgr
World Dealer has been an absolute pleasure to work with! Excellent
planning and deployment, outstanding training and support. I highly recommend this company!
Internet Sales Manager
World Dealer is easy to do business with, anytime we
need anything or have changes to make they get right on it, very fast, and in this business fast makes all the difference in the world.
General Manager
Fantastic support and response time. Dan was an excellent source of information and in an hour felt comfortable enough
that I could build and respond. His insight into our learning curve allowed us the
opportunity to learn and send out our first bulk email within 20 minutes of our
training. Great Job thanks Dan. GSM
These guys are good, I've learned alot from them and respect their experience and input. They are a
very good professional service group that also understands the
automotive retail industry.General Manager / CFO
Innovative, passionate and willingness to
experiment for new concepts/ better tractionVP Marketing
Average Rating5 Stars Average100% Recommended
World Dealer / MARKIT Group Advantage
MARKIT Group serves as WorldDealer’s
in-house social media division that provides holistic
social media solutions
Customers value: turnkey social media service provider
Next Steps
Dedicated exclusively to marketing strategies using social media expertise and technology platforms.
A proven methodology and process to syndicate content quickly and efficiently
Syndication Center with a dedicated teamspecifically for each partner and client
Customer first approach and custom-tailored solutions to address customer’s needs and goals.
More than 20 years experience sales and strategic marketing solutions
WorldDealer’s Social Media Division
Social Media Subject Matter Expertise
CultureCommunities ResourcesTools
What is social media?
Fusion of sociology and technology,driven by user-generated content.
Umbrella term that defines the various activities (conversations) that integrate technology, social interaction and the sharing of words, images, video and audio
World’s largest direct outlet for conversation and social interaction.
Simply said …
Social Media is people having conversations
on-line.
Social Media
Conversations are powered by various forms of social media Blogs Microblogs Online Chat RSS Social Networks Message Boards Wikis Podcasts Video Sharing Sites Photo Sharing Sites Communities Forums
And another 126 million use BLOGGING sites
WordPress 54.8 million Blogger 23.5 million Wikipedia 14.1 million Typepad 34.8 million
The Social Media Explosion | How big is it?
The Social Media Explosion
Facebook Growth Facts
More than 1 billion photos uploaded to the site monthly
Average user has 120 friends on the site
More than 30 million users update their statuses daily
More than 8 million users become fans of Pages each day
More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
More than 2.5 million events created each month
The Social Media Explosion
Fastest growing online community site with a 1,382% increase in visits Feb 09 versus Feb 08
Visits from 475,000 unique visitors February 2008 to 7 million in February 2009 -- a 1,382 percent uplift
45-54 year olds are the top demographic
The Social Media Explosion
Social Media Growth Facts
More than 10 million videos uploaded each month
More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
3,600,000,000 photos have been received on Flickrsince June 2009. That’s 1 photo per every two citizens of this planet
More than 2.5 million events created each month
What ‘s being done (and who is doing it) ?
All major car companies are deeply engaged in social media programs.
Ford Motor Co. has moved $1.5 billion of its $3 billion budget to digital and online media spending.
Social Media program was completed with just 100 advocates nationwide
- 4.3 million YouTube views- 500,000+ Flickr photos- 3 million+ Twitter impressions
-- 50,000 interested potential customers, 97% of which don’t currently own a Ford
What ‘s being done (and who is doing it) ?
Honda’s Facebook page, which features a social experiment application, tries to demonstrate the universal appeal of the automotive brand by getting people who know someone with a Honda to connect to others.
What ‘s being done (and who is doing it) ?
The VW vanity URLdirects you to the Meet the Volkswagens application, which digs through your profile data, including date of birth, gender and education, to match you with a pair of Volkswagens that are right for you.
Blog Sites Facebook Twitter MySpace Local Directories / Forums Video uploading Micro websites Personal Brand Management Social media promotions
Local Dealership | Social Media participation
Rating Sites Review Sites Custom Community
Social Network Site User Generated
programs Brand Ambassador
campaigns
Local Dealership | Social Media participation
Automotive Avenues created a custom social media community
Weaved SM branding throughout current marketing materials, marketing plan and within social media sites
Local Dealership | Social Media participation
Social Media | How will it help me?
Build brand awareness Relationship building Increase loyalty Improve overall customer retention Activity metrics (website activity, followers) Survey metrics HR – recruiting; retaining Increase customer base Generate leads Drive sales Educate customers / prospects Improve internal communication Improve operations / customer service Search Engine optimization benefits PROACTIVE conversation management
Develop and protect your online reputation
Numerous web resources are dedicated to
rating auto dealers.
People are talking about you and your brand. Join
the on online conversation.
Social Media | How will it help me?
What it takes to make social media work
• Time Commitment –social media programs
require consistent interaction
• Long-term participation and sharing
• A strategic roadmap that Integrates into
your current marketing plan (create
footprint, focus on networks; contact groups)
• Executive support
• Realistic expectations
• Technology expertise for the unique nuances,
policies, procedures and interface of
Social Media platforms and tools
• Intimate knowledge of security and privacy
• Strong outsource partner
Social applications work “better than advertising at helping people in the consideration phase.”
The Social Media Process
Getting your social media program started
Review | Social Media Program Types
Basic Forms of Social Media Social Networks
- Facebook-MySpace-Linkedin
Blogs Microblog
- Twitter Picture Sites
-Flickr Video Site
- YouTube Podcasts Forums Content Communities Personal Brand Management
Social Media can help your sales staff
People start the buying process by talking about their want or need with friends and at times with complete strangers at a gas station, water cooler chat or Social Networks.
Facebook is a powerful database that could
make the difference of3-5 cars per month or 25-35 cars per month
depending on how you work it and the amount
of dedication.
On Site Social Media Seminars
8.3.09v3
Half or full day seminar series dedicated to a variety of social media topics and tailored to your companies strategic goals.
Sample topics for an on site Social media session: Arm your employees and executives with the necessary tools and knowledge to use social media in the following ways:• Personal Brand Management• Mobile tools• Rules and regulations• Privacy• Best practices•Enhance customer relations
Social Media Seminar Topics: •How to maximize social media within your organization•Social media integration throughout the organization•Social media strategies
World Dealer / Solutions
Sample
Program
Social Media Launch Program
Social Media 90 day launchProfile set up / modification /inter-site integrations:
YouTube
Flickr
Blog site
Up to 20+ sites and related directories
Network Expansion
- Initial network launch
- Ongoing network expansion
Content Syndication Program
- Initial content aggregation
- Content development
90 Day Launch & Monthly Content Syndication
Monthly Syndication
Ongoing content syndication
You (or your marketing agency; and/or
combination) provide content;
our syndication team will distribute to
your social media landscape
Includes content aggregation and
creation program
- Aggregation from manufacturer created
- content; generic auto industry; niche content information
Social Media Solutions Process
Dedicated Social Media Expert (SME)
Every dealer/client is given a personal social media expert who acts as the single point of contact.
Advantages:
• SME has complete knowledge of
dealers social media program
• Single point of contact
• Customer service commitment
• Utilizes technology tools and
methodology to ensure brand
enforcement and/or editorial
guidelines
Next Steps
10.5.09
Questions?
Next Steps
Related Links
Contact Information
Related links
Mktgv9.24.09
• Facebook Crosses 250 Million User Mark, Adds 100 Million New Users in 6 Months, Inside Facebook, 07.15.09
• Facebook Marketing Breakfast Series• Can Marketers Keep Up With Facebook?, Advertising Age, 06.29.09 • Facebook.com/Chevrolet• Facebook.com/Dodge• Facebook.com/Ford• Facebook.com/Honda• Facebook.com/Hyundai• Facebook.com/Jeep• Facebook.com/Pontiac• Facebook.com/VW• Selling Cars with Social Media Part 2 • John Walsh Child Safety Event Promoted by Twitter for Metro Ford • Metro Ford Featured in CBS News Segment for Social Media Marketing for Car
Dealers • Ford’s Approach to Social Media • Harr Auto Group Holds Twitter Contest for “#1 Red Sox Fan” • Metro Ford of Schenectady, Potratz Unveil New Automotive Website
• Image credits:Facebook user growth image appears courtesy of Inside Facebook; Honda vanity URL page image courtesy of Facebook.com.
Related Links | UGC Communities
Mktgv4 9.5.09
Dealership examples of created online UGC communities based on Web 2.0 site platforms.
1. Ford-Community.com2. SandersonCommunity.com3. San-Tan-Ford.com4. TysingerCommunity.ning.com5. Beck Toyota Scion Community at BeckToyota.ning.com6. The Upstate Honda Enthusiast Community - Breakaway Honda; Greenville, SC7. The Boston Cadillac Community created by ADM Professional Chris Fousek8. My Jeep Community at MyJeepCommunity.com from Westbury Jeep in Westbury, NY9. The Boston Honda Community at HondaGallery.ning.com created for Honda Gallery of North Reading, MA.10. The Acton Toyota Community is a great example of getting dealership employees to participate.11. ADM's very own Amy Rothenberger has created an exceptionally well designed Mazda Community site.12. A new Online Automotive Community at www.FordCommunity.com is from Rich Ford of Albuquerque.13. Check out www.MyDubSpace.com created by ADM's own Ken Nix!14. Check out the 7 Store Kenny Ross Auto Group Community at www.KennyRossCommunity.com which is set 15. up with all the optional Ning Premium Services including ownership of the Advertising space and revenue
stream.16. Gallery Honda in North Reading, MA: www.Boston-Honda.com17. Gallery BMW stores of Norwood and Norwell, MA: www.Boston-BMW.com18. Gallery Volkswagen of Norwood, MA: www.Boston-Volkswagen.com19. Gallery Mazda of Norwood, MA; www.Boston-Mazda.com20. The Automotive Avenues Credit Union affiliated dealership in Denver, CO; www.Automotive-Avenues.com
Contact information
Dan FergusonDirector of Business Development
WorldDealer866.485.8800
www.worlddealer.nett 866-485-8800 c 412-716-5878
Nannette Staropoli
MARKIT Group / WorldDealerOffice: 412.567.3838
Mobile: [email protected]
Skype: nanstarr1
Follow me on:
9.25.09v2