The document proposes a comprehensive social media strategy for automotive dealerships. It discusses establishing a presence across major social media platforms like Facebook, Twitter, and LinkedIn to engage with customers. It recommends creating a centralized dealership community site to produce and syndicate content. Managing online reputation is also highlighted as important, like addressing any negative reviews. Case studies show how dealerships saw increased awareness, traffic, and positive customer feedback by implementing a social media strategy.

1. Comprehensive Social Media Strategy Complete Digital Advertising Solution Comprehensive Social Media Strategy Managed Campaigns 1

3. 50 million LinkedIn users

4. 200 million people with blogs

5. 350 million Facebook usersSo… What’s YourStrategy?

6. Social Media & Reputation Management It’s not what YOU say about youthat matters… It’s what THEY’RE saying about you that counts ! TAKE MORE CONTROL OF YOUR ONLINE BRAND Your brandis alreadyout there …whether or notyou choose toparticipate

7. 4 Social Marketing Create a Wider Network of Trusted Relationships Social Media Strategy Reputation Management

9. 85% want companies to interact with consumers via social mediaCone, Inc. Sept 2008DEALER DEALER CUSTOMERS within which an Automotive Retailer can be a participating member and have a valued presence ESTABLISHING TRUST ACROSS A WIDER COMMUNITY OF PEOPLE COMMUNICATIONS BROADEN and EXTEND ACROSS the EXPANDED COMMUNITY COMMUNICATIONS BROADEN and EXTEND ACROSS the EXPANDED COMMUNITY PRIMARY GOAL: EXPAND THE COMMUNITY Which produces… INCREASED TRAFFIC MORE BUSINESS GROWING CUSTOMER BASE HIGHER CUSTOMER RETENTION 1 2 3 CUSTOMERS This is… “Friends & Family Word-of-Mouth” for the Digital Age

10. The Challenges 1) Lots of Sites  Keeping up with all the Social Sites Knowledge: New sites always pop up. How many should I use? Which ones? Productivity: How do I effectively participate without affecting productivity? 2) Lots of Content  Producing enough quality content in all of the Social Sites Quality: Stale or irrelevant content turns off users. How do I get good content and control quality? Productivity: How do I create good content regularly without an impact on employee productivity? 3) Two-Edged Sword  Awareness and managing of negative commentary Awareness: How will I know when negative content is posted? Skill Set: What should I do when negative content appears? Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mixMarketing Sherpa, Dec 2008

12. Social users are looking for relevant information and engagement

13. Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely

14. There’s a whole universe of social sites and more emerging all the time…a single page is hardly enoughComprehensive Social Media Strategy

15. DealershipSocialNetwork Site Dealership Community Strategy Centralized Content Creation and Tactical Control Point in a “Hub & Spoke” Social Media Marketing Strategy

17. Encourage / solicit consumer feedback at time of delivery

18. Post positive reviews to Dealer’s Community Site

19. Amplify the message by publishing to all social sites

20. Any negative reviews send alert to dealer and your social media pro

21. 10-day hold on posting enabling dealer to engage and rectify

23. Create excitement

24. Provoke interest in Dealers’ business

26. Designed to Convert shoppers to buyersSocial Media Marketing Complements eCommerce

27. Case Study: Ancira Auto Group Birth of a Community ADP Builds Ancira Auto Community Site Dealer personnel set-up profilesGet engaged Dealer Information Ancira Crafts Their Message Syndicated Content Relevant Info From Other Sources User Content Fun Stuff For Customers Local Interest Highlight Ancira’s Civic Leadership Registration / Publication Site Registered in 120 Social Venues Will you be my Facebook friend? 3 4 5 6 1 2

28. Case Study: Ancira Auto Group – Stellar Results Positive customer feedback “I am absolutely blown away that you not only responded… but that you use social media” “I will be happy to explain to everyone the fantastic service I received…” Returns10 pages of Ancira content Brand Name Search Search Engine Results Consumer response

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