4. Zero Moment of Truth
• Download a free copy of this
eBook written by Google
• This is a very fundamental
concept which should fuel your
business investments in digital
marketing and social media.
• Ignorance of ZMOT in
expensive!
• www.zeromomentoftruth.com
PCG Digital Marketing
5. • 83% of car shoppers used the internet to research vehicles
• 79% used search to research a Dealers
• 37% found social sources to be an influential driver when
making purchases, double from 2010
• 44% of consumers posted comments about the dealer they
purchased from. 80% positive
• 28% changed their dealership selection based on a dealer
review.
• There are more reviews online for a 39 cent pen than most
dealership.
8. Goals
• Who is the new “Digital” Customer
• Understanding Reviews and how they impact your business.
• How behavior onsite impacts online reputation
• What processes Dealers need to implement
• On Site Branding of Reputation
PCG Digital Marketing
14. It Has Nothing To Do With CSI
• Consumers have no clue what your OEM
CSI Scores mean.
• You can have the highest CSI scores and
be perceived as having the worst ONLINE
CSI scores in the market.
• It’s not what is found on just ONE
website!
15. Keys to Your Online CSI Success
• Top down involvement in
needed.
• Define behavior needed to
achieve level of service
• Train on new behavior
• Follow up and encourage
star employees.
24. Yelp needs Help Needs optimization
and response to
reviews. Need more
effective strategy to
get reviews
25. Asking for Review
• Ask Everyone
• Ask while paperwork is being
done or downtime
• Ask for personal review, not just
for dealership review
• Explain to them that an email will
be sent out with a link
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26. Where To Post
• Google + Local
• Yelp
• Third Party Platforms
• Sites in Your Google + Local
Account
• Type “Name of Business Reviews”
for list
27.
28.
29. Responding to Reviews
• Keep it Short
• Respond to all Negative
• Respond to 2/3 of positive
• Give your name, title and
direct phone #
• No email in response
unless # is there as well
PCG Digital Marketing
31. Email Templates
• Write out a personal thank
you
• Compare it to your Template
• Change it to be more
personal
• Include a short video
• Link to reviews and ask for
reviews
PCG Digital Marketing
38. How to Use Social for IRM
• Monitor Reputation
• Respond to customer service comments
• Broadcast the positive
• Showcase the human element of your business
• Learn from the data
39. Social Platforms
• Instagram:
– “Artsy” Photos & Short Videos
– Descriptions & #hashtags
• Facebook& Google+:
– Build: Photo and Video Happy customers, Candids of
employees, Community Involvement
– Protect: Respond & Broadcast - screenshots of
Reviews
• Twitter:
– Build: Photos and Videos
– Protect: links to blog posts
– re-tweets
41. Summary
• Create The Atmosphere On Site
• Create a specific process to get reviews
• Let customers know results and changes
• Market your performance online (sales and service)
• Use all effective Channels to do so
• This does not stop. New Culture begins today!
PCG Digital Marketing
43. Reputation Management Checklist
• Found all review platforms on page one for search of
Dealer Name + Reviews
• Created Spreadsheet listing all sites that will be focused
on over next few months
• Checked review sites daily for new reviews
• Responded correctly to reviews
PCG Digital Marketing
44. Reputation Management Checklist
• Reviews are easy to find on website
• On Site there are materials showing Staff asking for feedback
• On Site there are other customer feedback branding assets
• Changes that are being made based on customer feedback are
being communicated at the dealership level.
• Reputation results are being discussed in weekly meetings.
PCG Digital Marketing
47. • Join online communities that allow you to engage with your peers and
get help for free and keep up with the constant changes in the digital
world:
• www.internetsalesmanager.org
• www.dealerrefresh.com
• www.drivingsales.com
• www.automotivedigitalmarketing.com
• www.dealerelite.net
• Need Assistance, Just Call!
• Office: 732.450.8200
• Email: kristen.chiarello@pcgmailer.com
• Email: melanie.ferrato@pcgmailer.com
• www.pcgconsultingservices.com
PCG Digital Marketing
