1. Digital Marketing
Websites & Social Media
Dianne Meloy – Advertising Manager
June 2011

2. Introduction 2011
 How important is Digital Marketing?
 Why is YOUR website important?
 What are the main things that should be on your website?
 Did you know there is a Digital Marketing Toolkit on the
Suzuki Dealer Portal?

3. Agenda 2011
Websites
 Best practices
 Assessment of actual dealer websites
Social Media
Hands-on Training
Q&A / Discussion

4. Websites Review

5. AUTO SHOPPING BEHAVIOR –
SEARCH 2011
Car shoppers are qualifying dealers Facebook is the #1 most visited site by
by researching online & using auto shoppers
search for vehicle dealership
research

6. The Basics 2011
A website is often the first impression of a
business for consumers
Four key user experience elements:
 Overall Design (the Look & Feel)
 Navigation
 Ease of use
 Content
If a website does not impress the customer and match
Best Practices in the above areas, the rest of the site
won’t matter!
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7. Design Basics 2011
First impressions really matter
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8. Design Basics 2011
Clean, consistent appearance
 No visual mess -- consistent layout and colors throughout
Keep the Home Page focused (an invitation to learn more)
 Large primary visual
 Key info in logical easy to notice positions
 Let customers dig into site for details
Keep the look current
 Like an outdated promo, dated style/colors turn off consumers
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9. Navigation Basics 2011
Navigation links should be easy to locate
Effective top and left-side navigation
 Best to follow established standards, as seen in OEM sites
Left Side
Navigation
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10. Navigation Basics 2011
Consistent positioning of links throughout
Consistent appearance/fonts throughout
Large and clear enough for easy reading
Top
Navigation
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11. Navigation Basics 2011
Make it easy for customers to shop
 Vehicle info easy to find and use
 Shopping tools easy to find and use
 Easy-access inventory search functions
 “Get an Internet Price” form accessible in several places
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12. Content Basics 2011
What Content is Key? What Makes Content Compelling?
Pay special attention to the following:
 Vehicle information
 Quality images, features, specs and prices
 Price Quote / Contact Us
 Easy to access from key shopping pages –always answered quickly
 Ensure all content is current:
 No expired specials
 Contact info, hours, etc for Sales, Parts & Service
 Payment calculator & finance application
 Site map
Once You’ve Covered the Basics, You’re Ready to Focus on…
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13. The Big Five 2011
Dealer Specials
 Current and Enticing deals
New Car Inventory
 Clear layout with lot quality images and pricing
Pre-Owned Inventory
 Clear layout including MY, quality images, and pricing
Parts & Accessories
 Inquiry form and hours of operation essential
 Also consider e-commerce
Service
 Service inquiry form and key info essential
 Also consider real-time appointments

14. Home Page Best Practices
2011
Custom
Unique
Slidesho
Videos
w specific
to the
dealer
Unique
characteristics
Branded of buttons
Custom
images
featured
vehicles

15. Model Specific Landing Pages
2011
Model Specific
Landing pages
convert at a
higher level.
Direct
interested
buyers to entire
inventory

16. Service Marketing
2011
Personalized
Service
Marketing
Customers
can Manage
their vehicle
profiles

17. Video Testimonials
2011
Video
Testimonials
Dealership
Branding

18. Strong Mobile Presence 2011
 1/3 of US mobile
phone owners
have a smart
Group functionality on Mobile site phone as of
December 2010,
by 2015 they will
50% of market.
Source: Nielson
 Sales of smart
phones will exceed
Includes parts and service locations those of PC’s by
end of 2012.
Source:
Morgan Stanley

19. Landing Pages for Lease Specials
2011
Full page
with all lease
specials

20. Landing Pages for a Unique Purpose
2011
Multiple
Language
Selection
Tool

21. Facebook Places 2011

22. Your Website Assessment 2011
Five Steps to the Ensure Your Website is Up to Speed
Suzuki Brand focus
 No non-Suzuki models
 No non-Suzuki specials
Content is current
 Featured model’s on Home Page and in Showrooms
 Specials
 Logo’s
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23. Your Website Assessment 2011
Ensure “The Big Five" are promoted throughout site
 Dealer Specials
 New car inventory
 Used car inventory
 Parts
 Service
Monitor search results
 Search Dealership name and city in major search engines.
 If results don't show very high on first page, your site needs to
be optimized
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24. Reminder: Your Website and SEO 2011
Just because you build it…does
not guarantee they will come!
Follow website development
best practices
 ensure the web crawlers can find your
site / recognize it as relevant to the users
key search words
 Delivers your website listing higher in the
SERP (Search Engine Results Page)
 Continually optimize (refine web
content/functionality) to sustain or
improve SERP listing position

25. SERP (Search Engine Results Page) 2011

26. Other Considerations 2011
 Multiple URLs / Advanced SEO Enhancements
 Written and/or Video Testimonials
 E-Commerce
 Microsites
 Social Media
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27. Social Media

28. Why Social Media? 2011
The top most trusted sources for products/services:
 Friends/Acquaintances
 Third party review: TV, NSP, Magazine
 Manufacturers website
 Known expert review
 Consumers Reviews on Retailer’s site
Importance of “friends” will increase with growth of
Social Media networks
It’s a conversation and relationship, not a “get ‘em
done” – high ROI once trust is created. 28

29. Why This Matters to You 2011
Social Media can help your dealership:
 Reach consumers and create loyalty
 Enhance/improve customer service (address issues (flames) quickly
and turn critics into advocates)
 Distribute information and content (news articles, photos, videos,
etc.) to interested consumers
 Open up new and sustainable channels of communication with
potential customers
 Create Brand awareness
 Manage your Online reputation
 Recruit talent
 Generate high quality leads that are more value and less price based

30. Social Media Channels 2011
• Consumers opt-in to updates by “liking” a page
• Connects to other social media channels and allows you to
share multi-media updates
• Can act as a more personalized extension of your website
• Limited to 140 characters in each post
• Two-way conversation: Share your information and interact
with others. Others help to share your message.
• Can be used as a customer service tool and gauge
consumer perception.
• Not to “sell” and promote deals / specials.
• Video branding platform
• Videos are very popular and easy to share via links and
other social media channels
• Give a human face to your business

31. Facebook: The World Has Gone Social 2011
500 Million users worldwide/120M in the US
50M+ users in the US each day
Average of 7 hours/month spent on Facebook
#1 Site to reach New Car Shoppers:
 Facebook now reaches 60% of all people in the US 18+
shopping in the next 6 months for a new or used vehicle

32. Facebook: Tips for Building a Social Media Strategy 2011
 Build a Page
 Advertise to increase connections
 Publish to your network
 Use Facebook Tools such as Photos
and Events to invite your “friends”
to your dealerships
 Develop deep relationships with
your clients locally
- Connections
- Brand Voice
- Viral Distribution

33. Facebook: Tips for Building a Social Media Strategy 2011
 Advertise to increase connections –
target your audience locally
• Geo: State, City (10, 25, 50 Mile Radius)
• Demographic: Age, Gender
• Likes & Interests

34. Facebook: Who’s doing things right? 2011
 An Example: Suzuki of Wichita
• Actively engaged
• Link to their inventory
• Reviews
• Apex + EcoCharge Concepts
• Community events
• 1,551 fans

35. Facebook: Who’s doing things right? 2011
 Suzuki of Wichita – cont’d

36. Facebook: Who’s doing things right? 2011
 Advantage Suzuki
• NY Auto Show
• Reviews
• Wall postings
• Community events
• 352 fans

37. Facebook: Who’s doing things right? 2011
 Advantage Suzuki – cont’d

38. Other Channels to Watch 2011
• Allows consumers to “hear” what others
have to say about a company, brand or
service
• Can help, or hurt, the reputation of the
business – helps if actively managed by
fixing complaints and turning critics into
advocate.
• Mobile internet use will surpass that of
desktop internet use by 2015.
Mobile • Consumers are utilizing mobile devices to
access social media channels and interact
with brands

39. Yelp: Reputation Management 2011
Monitor regularly/ respond to comments
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40. Engaging the Customer Once They Reach Out to the
Dealership based on your SM efforts. 2011
 Consumers expect an almost instant response with exact details
about their specific model request
 Just being first is not enough – must engage and compel
customer either with phone call or tailored e-mail with specifics
- Do Not Use Auto Responders
 Use proven and engaging phone scripts, and well-constructed
e-mails as follow-up “drip campaign”
 Do a quick quote request yourself and see what kind of
response you get – would that satisfy you if you were about to
spend money on a brand new car? 40

41. Making Your Social Media Mark 2011
Determine and Establish Develop
create relevant listening process conversation
social media and trainstaff on calendar and
channels how to use it definehow you
will engage
Make time to
study and
Attach refine– but give
measurable it time to start
goals to the working – it is
tactics relationship and
loyalty building

42. Breakout Groups
For larger groups only

43. Conclusion

44. Closing Remarks 2011
Monitor and Optimize on an on-going basis.
 Digital Marketing requires daily focus monitoring and management
 Dynamic, driven by technological progress - maintain relevance
 Stay informed, engaged and connected with the customer of today
and the core customer of the future – the internet customer.

45. Closing Remarks 2011
Thank you!
Dianne Meloy
Advertising Manager - Automotive
Dianne.Meloy@suz.com
O 714.99.7040, x2449
C 949.400.9248

46. Appendix

47. 2011
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48. Consumer Trust Then 2011
How much online North American consumers trust sources of
information about products or services 2006
Opinion of a friend or acquaintance who has used the service before 83%
A review of the product or service in a newspaper, magazine or TV 75%
Information on a manufacturer’s Web site 69%
A review by a known expert 63%
Consumer reviews on a retailer’s site 60%
Consumer reviews by users of a content site 52%
Information at online consumer opinion sites 50%
An online review by the editors of a content site 49%
Information in online chat rooms or discussion boards 37%
An online review by a blogger 30%
Source: Forrester, NACTAS Q3 2006 Media & Marketing Online Survey

49. Significant Shift in Consumer Trust 2011
How much online North American consumers trust sources of 2009
information about products or services
Consumer reviews and ratings 50%
Print newspaper 43%
Blog written by someone you know 42%
Social networking site profile from someone you know 39%
Print magazines 39%
Radio 37%
TV 32%
Source: Forrester, North American Technographics Interactive Marketing Online Survey, Q2 2009 (US)

50. The Future of Social Engagement PR 2011
Identify and
lead trends
and innovations
Value-added/
created media Local/grassroots
partnerships relationship-
building
Critical
Micro-Influencer INFLUENCER Jointly-branded
Recommend- & TARGET communication
ations & partnerships
Mobile/shareable
communication Citizen journalism
platforms on steroids
24/7 reputation &
community
management

51. Social Engagement Heirarchy 2011
Maximum
Influence
The Wired &
Connected
Prominent bloggers,
online influencers,
Moderate tastemakers
Influence&Rea
ch The Connected
Consumer
bloggers, individuals with
established networks
Local Markets –
Maximum Dealers Driving
The Wired
Reach General consumers who use social interest/purchase
networking and consume blog content; the through social media
Long Tail, value online/offline relationships

52. Yelp Examples – New York 2011
 KG Suzuki- Rated 5 stars
 Frankie G.
 ASTORIA, NY
 5/2/2011
 I've bought a lot of cars and this was without a
doubt the easiest purchase I ever had. I saw it
online, asked a few questions of Alex the Internet
Sales manager, came in to see it (these guys are
ten blocks from my house). The car was like
brand new: clean inside and out, as well as under
the hood. There was a "check engine" light on it
that I questioned but Mario, the Service manager
explained that they were waiting for a sensor
which was coming the next day. They asked if I
wanted to wait to make the purchase, purchase
and take it that day, or purchase and take it after
the problem was fixed. I liked the no-pressure
experience. I took it that day, brought it back the
next day to be fixed. So far so good. Love the car,
loved the price.
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53. Yelp Examples – New York 2011
 Here’s where the dealer
should step in and comment
to turn a negative into a
positive.
 KG Suzuki- Rated 1 star
 Stopped by KG Suzuki today looking for a
used car. We had scouted out the website
the day before and found two that we
were interested in, as well as a new Suzuki
that was in our budget. After wandering
through the lot aimlessly for a while, we
get approached by a nice sales guy who
spent a good amount of time talking to us,
let us test drive the cars we were
interested in, and wasn't overly pushy.
HOWEVER (there's always a however or a
but, right?), …
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54. Yelp Examples – Denver 2011
 Denver Suzuki - Rated 5
stars
 Joe H.
 Westminster, CO
 I went to quite a few dealers before coming to the
Suzuki dealer in North Denver. This is one of the few
dealers where I did not have to look for a
salesperson, they did not make me wait for hours for
while they (supposedly) completed their credit
checks (dealers make you wait on purpose as a sales
tactic), and I was able to look check out a series of
cars without the salesperson constantly steering me
to specific models.
I was also impressed by their service department. I
was recently rear-ended and needed a mechanic to
check the rear bumper for any damage. This dealer
did it for free (I kept asking them what I owed them
for taking the time and they just kept saying 'no
charge').
I like how this place does business. This will be the
first place I go when I need a new car. Not because I
like the car (which I do), but because I like the 54
people.

55. Yelp Examples – Chicago 2011
 Bill Kay Suzuki - Rated 5 stars
 I spent the last week looking for a Suzuki SX4 to buy
my Mother. We wanted her to have a safe, small
4WD car and there was a really good financing deal.
After getting the hard sell and not finding what we
wanted at 2 other dealers, these guys immediately
told us they'd give us the price we wanted and let
me take the car to my mother's house (50 miles
round trip) for the afternoon for her to see it.
I ended up buying the car for under invoice before
rebates and 0% financing and they worked hard to
get us out the door quickly. They agreed to my price
in 15 min. The last two dealers kept us there for
hours and misled us about the options on the cars,
etc.
I used to be in the car sales buisness. I own a
business now that is 100% customer support
driven. These guys were so good I'd gladly go there
again and buy another car. Why can't more car
dealers be professional and honest?
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56. Yelp Examples – Chicago 2011
 Here’s where the dealer
should step in and comment
to turn a negative into a
positive.
 Bill Kay Suzuki – Rated 2
stars
 Recently bought a used car from Bill Kay
Suzuki. The car that I bought had to go back for
repairs which were covered under warranty. I
was told the car was inspected but I put it in park
and it rolled away. Door locks not working, not
getting 2 keys, etc. With that being said, they did
their best to resolve issues. My hope was I
would not have to keep going back to the dealer.
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