2. Our Objective:
Address Dealer Pain Points
• Better returns on Advertising $$
• Boost 15% average customer
retention
• Reach markets where they gather
• Protect against salesman personal
branding
3. Four Parts
Part 1: Beyond the Social Media Revolution
Part 2: Auto Dealers…. Value of Social Media
Part 3: How Do You Leverage Digital Media?
Part 4: Let’s Start--Digital Marketing Plan
5. Rupert Murdoch 79 yrs old
net worth $6.3 billion
global media empire –
175 newspapers, Fox Network,
35 TV stations reach 40+% countries;
internet Hulu.com; MySpace ; Dow Jones
6. Integrated Digital Marketing
• Weaves traditional advertising (TV,
radio, print, direct mail), online, PR,
social media, mobile, outdoor digital
• Technology has re-shaped people's
lives and re-defined how we work
7. Customers Don’t TRUST
• 95% do not trust advertising
• 8% trust what companies say about
themselves
• 17% believe companies take what they say
seriously
Alterian Research May 2010 , Your Brand: At Risk or Ready for Growth?
8. Social Media Live Update
Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.
http://www.personalizemedia.com/garys-social-media-count/
9. Social Media Impacts
Your Market
• Facebook 400+ million active users
• Twitter 105+ million users
• LinkedIn 65 million users
• YouTube over 2 billion views / day
10. Social Media Demographics
• 75% Adult Internet Users use Social
Media Nielsen, June, 2010
*
• Avg visitor spends 66% > time than
2009 Nielsen, June, 2010
• 80% female Internet users fan a brand
on a social network www.marketer.com
• 18% Internet consumers start their
research with social media Nielsen
12. Social Media Users
Recommend Brands*
Age Recommend
Social Media Users
* Products/Brands
18-34 18%
35-44 18%
45-54 18%
55+ 24%
*Harris Poll http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129546
13. Where is Your Target Market ?
• 2009, Boston College stopped giving Freshman email
addresses*
• 90% of those that can TIVO ads, DO!*
• 24/25 of largest newspapers experienced significant
decline in readership*
• Young professionals
– 82+% use social media and texting**
– 15% purchase influenced by social media**
*Socialnomics 2010
**ExactTarget 2010
14. Traditional Marketing…
Less and Less Effective
• Traditional marketing focuses on TV, Radio,
Outdoor, Print, Direct Mail
– blast your message to a mass audience
– hope that someone receives it in that instant, and will pay
attention.
– all your competitors are essentially doing the same thing
– your strategy is to shout louder and more frequently (as you
can afford), to drown out your competitors’ message
– Infrequently get feedback from your prospects,
communication is primarily one way
15. Social Media Marketing
Focuses On…
• Meeting your prospects where they are
• “Getting found” by prospects and buyers, at the
time and place of their choosing
• Developing relationships which last beyond the
instant of contact
• Interacting with prospects with engaging
content
• Converting prospects depends on providing
value
16. Will Automotive
Dealers Embrace
Digital Media?
• Manufacturers are active in digital media
• "2010" – “dealers will increase digital presence
to survive and flourish” Fast Company 2010
• AutoNation Gets Social
18. Uses Social Media to
Become ‘the Un-dealer’
• 239 dealerships across 15 states
• Sells more vehicles via Internet than any
other auto retailer
• “When we look at social, it is not about
selling cars or making offers.
We’re doing it because we’re trying to engage
with customers.”
19. 2009 J.D. Power and
Associates Automotive
Internet Roundtable
Social media:
• reaches more potential new-car buyers than
Google
• positions dealers to find potential new-car
buyers
• Warning-- overt advertising on social networks
is likely to be viewed negatively by consumers
22. Creates Viral Awareness
without One Dollar of
Traditional Marketing
• People trust corporations less - allow others to create trust
• Reach out to those who are listening; let them talk for you
• Let others know that you are a real, passionate person
about what they do and the Ford Brand
• Run a competition involving Social Media
• Post user content without editing it!
• Use multiple social media channels to create digital buzz
• “Get On Board” executive team, board of directors
23. Leveraging Social Media
• Most marketing $$ focus on 20% who are buying
• GM targets the 80% not in the market to purchase
• Strategy- engage those 80%
– listen to what they want
– drive innovation in products
– take action on what is learned
• GM wants brand managers, engineers and other GM
workers engaging with customers via social media
• Then they will reach the 80% of customers
who are not currently in the market to buy
25. Our Challenge is
Consumer Trust
• “our positive customer reviews provides us with
tremendous credibility.
• web traffic has increased by 40 %,
• nearly doubled our monthly sales,
• having one of our best months, when the
industry is experiencing one of its worst.”
General Manager
26. Auto Dealers
Embrace
Mobile Messaging
• Universal City Nissan (Los Angeles) boosted sales by
using mobile codes. “We get as many as 20 to 30 text
inquiries when we run the radio spot.”
• Honda Mall of Georgia (Atlanta suburb) “The cellphone is
the most direct way to market. It creates walk-in traffic and
inquiries…
– appeals to ages 18-40.
– customers want information without talking to a salesperson.
– tracks results of advertising and interest in particular vehicles…. I
know who is looking at a specific car today!”
27. Mobile Drives Service!
Southwest VA Ford Dealer only had 5 cars in
for Friday’s service work
• Database: 178 opt-in
• Sent text out on a Thursday around 3:30pm
• Text: “Oil change w/ rotation $23.95 Friday only
call now to book your appt. 555-2233”
• 8 people responded quickly-they retained these
customers
• Average service ticket was $171 !!!
• $1368 additional revenue!
29. Clearly There is Value !
The Question is not IF your dealership
will adopt Digital Media…
But WHEN?
This a repeat of the Internet Revolution;
Will you position your company as an
Early Adopter or Laggard?
30. Are You Leveraging
Digital Media Opportunities?
It’s more than---
• Having a Facebook page
• Broadcasting Tweets
• Uploading YouTube Videos
• Blogging without a content
strategy
It’s Digital Media Optimization
31. Has Your Ad Agency…
introduced you to digital
media ?
leveraged your TV, radio
with digital media?
demonstrated competitive
advantage, marketing
opportunities with
digital media?
32. Traditional Media Changes
Past 20 Years
1. Significant expansion of traditional media
channels with greatly reduced reach
2. Increased $$ to reach same % of market
with same # of impressions
3. Decreased # of potential audiences
(youth, women, executives) accessible
via traditional media
Dealers need an Digital Marketing Strategy
33. Are You Listening to Your Company
Chatter?
• Google Alerts
• Twitter search
• Facebook newsfeed and status updates
• LinkedIn Q & A
• Google Blog search
38. If you act in new ways, you
will realize new results
• In 2010 auto dealers will Integrate
Digital Marketing to realize a
powerful edge
• If you don’t respond, your
competitive advantage will be
vulnerable
40. Let’s Start
Where are your customers?
• Are you where your
customers are?
• Are you engaging them?
What are your results?
• Are your current marketing efforts
maximizing results?
41. Digital Marketing
Strategic Imperative
1. Develop a Roadmap to
navigate the world of
digital media
TV
2. Ask the right questions
3. Go beyond traditional
marketing as independent
silos; integrate your efforts
Integrate silos
42. Integrate Your Media
Synergize … Build on each other
traditional online
advertising marketing
social public social
relations media
43. Assess Your Digital Footprint
1. Google your company
name
2. Print 1st two pages
3. Track social mentions
4. Evaluate the search
engine optimization
results Traces left by someone’s
active and passive activity
in a digital environment
44. Dealer Touchpoint Map
Objectives:
Promote sales, service
Current Tactics:
TV, radio, direct mail, PR
Increase Touchpoints using:
• Blog articles,
• Youtube Channel
• Twitter
• Facebook
• Social PR
• Search engine optimization
46. Should You Use Facebook?
Yes! Facebook is the #1 social destination
Surpassed Google as #1 Trafficked Site
Reaches 217,440 within 50 miles of Roanoke
and Lynchburg
41% penetration among internet users Facebook Global
Monitor
Users spend 7hrs+ per mo The Nielsen Company
25-34yr demo doubling every 6 months *
35-54 yr growing fastest, with a 276.4%
growth rate*
55+ demo not far behind with a 194.3%
growth rate*
* Facebook Demographics 2009
47. What are FB Users
Looking For?
• Getting news or product updates (67%)
• Having access to promotions (64%)
• Viewing videos/music (41%)
• Submitting opinions (36%)
• Connecting with other consumers (33%)
Pace University study, 12/08
48. Twitter… say it in 140 characters
• 105 million registered users
• New users signing up 300,000 per day
• 180 million unique visitors visit monthly
• 3 billion requests a day
• Power search engine receives 600 million
search queries/day
51. Prove Media Works
Service Departments have a
successful tracking model
Track - Evaluate ROI
1. Webstats - Google Analytics
2. Bud URLS
3. Facebook Stats
4. Social mentions
52. When Do We See Results?
3-6 Months Setup, Positioning
You will
1. Increase Website Traffic
2. Increase Dealer Buzz
3. Build Facebook, Twitter Followers
4. Realize referrals
53. Digital Marketing
Best Practices
1. Commit resources - executive buy-in; staff; training; $$
2. Build on what you are doing - Incorporate social
media to leverage current marketing
3. Listen, Plan, Test - Monitor digital buzz, what customers
are saying; create your strategy and then test it
4. Develop competitive edge – as an early adopter you
can define your position
5. Be consistent, not overpowering - Maintain your
Brand; increase your digital presence, but don’t irritate
54. Digital Marketing
Best Practices-2
6. Develop, maintain relationships - Touch your
potential car buyers and customers with regular alerts
on new inventory, service advice/coupons
7. Integrate - Weave your TV, radio with mobile, and
social media
8. Measure - Monitor your company's “digital chatter”
and presence
9. Evaluate your ROI - Evaluate, readjust your tactics
to meet goals
10. Keep Current…Drive Innovation - With daily
changes, have experts keep your finger on the pulse
55. Digital Solutions - a taste!
• Create BUZZZ
– Crowdsource contest “improve customer service
department”
• Create an Attention Getting Event
– Peoria AZ 150 car challenge
• Create Loyalty Program
– JD Power, “Loyalty is the #1 marketing tool for the
automobile dealer.”
