Presentation for Innovative Dealer Summit 2011

1. 10 Things An Auto Dealer Can Do NOW To Succeed With Social Media TODAY By: Rob Hagen “Social media is not just about sales, it’s about your bottom line!”

2. What Is Social Media? Another common name is reputation marketing or management Purest form of branding Definition of branding: Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. (BusinessDictionary.com)

3. Core fundamentals of social media Information sharing Word of mouth Top of mind awareness Transparency Permission based (vs. interruption based) Collaboration

4. Why Social Media? Influence people in your community Create brand ambassadors Roughly 70% of Gen Y respondents say they are likely to sway a friend’s vehicle purchase; only 60% of Gen X and 50% of Baby Boomers claim the same. More than two-thirds (67%) of Gen Y respondents look for information on a vehicle brand or model on social networking sites, up dramatically from 25% in the 2009 survey. (Deloitte Automotive Survey)

5. Put A Social Media Policy In Place Social Marketing Can Be A Double Edged Sword. Elephants Never Forget, Neither Does Google. People Are Forming Opinions, Without Having To Be A Customer. A Policy Lets Employees Know What They Can And Can’t Do. We Can Email You A Sample Copy, Email Me at RobH@NextGenDealer.com

6. Create A Strategy The Difference Between Success And Failure is in The Strategy. 4 Steps To Creating A Winning Strategy Investigate Define Objectives Choose Actions Pick Your Platforms

7. The Power Of Google Reviews You’re Customers Are Goggling Your Dealership By Name, What Are They Seeing? A Customer With A Bad Experience Has A Higher Level of Motivation Force than a Customer that a Good Experience. 1 Peer Recommendation is Worth 200 Traditional Media Impressions. Non Negotiable: Ask Everyone of Your Customers to Leave A Review On Google. Follow it Up With an Email and a Phone Call. Thank Your Customer

8. The Proof is in The Numbers June 2010 9 Reviews, 2 Stars

9. The Proof is in The Numbers July 2010 25 Reviews, 4 Stars

10. The Proof is in The Numbers Sept 2010 44 Reviews, 4 1/2 Stars

11. Build Real Relationships On Facebook Ask Your Customers To Join You, Photo Tagging. Ask Engaging Questions, Get To Know Your Customers. Post Facebook Only Contests. Listen, Listen, Listen. 20-20-60 Rule. The Less You Pitch The More You Sell.

12. Build Real Relationships On Facebook Monologue No, Dialogue Yes. It’s Not About You, It’s About Them. Humanize Your Dealership, Bring Your People To The Forefront. Sell Your Personality, Become One Of “US” Instead of Being Just One of “Them.” Join In The Conversation, Start Your Own.

13. Start a Blog, Become The Expert Blogging Creates Authority. Creates Influence Creates Community Search Engines Love Blogs. Builds Your Personal Brand. It’s The Hub Of Your Social Network, Everything Leads To The YOU. Create A Strategy And Stick To It.

14. Create A Company Newsletter Ties In All Your Social Activity. Creates Top of Mind. Influences Repeat and Referral Business. Creates Anticipation, Your Subscribers Will Look Forward to Reading It… If Done Correctly. Put Signup Forms Everywhere. Use Third Party Software Aweber.com Constant Contact

15. Contests! Ex. Union County School Pride Project Community Driven Content Captain Metro Honda Added 5000 local likes in a little over a month Gets people talking, both online and off! Creates brand ambassadors Have fun!

16. Faceboook Ads Market your fan page, an event or any other webpage Very specific demographics: age, distance, male or female, common interests, friends of friends, and more! Great reporting including respondents demographics Easy budget management: set daily or campaign limits Have a hook!

17. Facebook Ad case study – Midlands Honda Fan Page Criteria: Over 18, male and female, living within 50 miles of Columbia SC Reach – 362,000 Facebook accounts Time frame: 3 months Results Impressions: 11,527,158 Social impressions: 50.2% Clicks: 2716 Actions: 605 Cost: $2517

18. Track What People Are Saying What are people saying? Search.twitter.com Google alerts Socialmention.com IceRocket.com

19. Facebook Analytics

20. Make your retail website more social Add share buttons Put a link to your blog Socially bookmark new content Add a Facebook Like box to your website You can do the same with Twitter Post videos on your site that link back to your Facebook page

21. Bonus tip! Slice off a little piece of your normal monthly advertising budget and dedicate it to social media and reputation marketing!

22. Contact info Contact me NextGenDealer.com Blog: PersuasiveConcepts.com Rob Hagen: RobH@NextGenDealer.com Cell (225) 938-0993