Automotive Social media marketing webinar

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Transcript of Automotive Social media marketing webinar

Page 1: Automotive Social media marketing webinar
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Welcome

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Jason Stein

Editor

Automotive News

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Doug Frisbie

Market Solutions Strategist

Facebook

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Moving the Metal Through Social Media

Doug Frisbie | Market Solutions Strategist

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The world has gone social

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500 millionusers worldwide

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More than halfof users return daily

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=

50M+users in U.S. per day

Tuesday night

viewers

Sunday night

viewers

+

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Facebook Reaches New Auto Buyers

Source: JD Power In-market Buyer Behavior Study

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Find Your Customers Before They Search…

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Facebook Product vision

best friend

mom

co-worker

favorite band

tv show

tv show

brother

roommate

girlfriend

teammate

restaurant

clothing designer

coffee shop

favorite cereal

celebritydad

best friend

mom

co-worker

favorite band

tv show

tv show

brother

roommate

girlfriend

teammate

restaurant

clothing designer

coffee shop

favorite cereal

celebritydad

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Facebook Page

• Connections

• Brand voice

• Viral distribution

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A new ad model

Develop deep relationships with your audience

1. Build a Page

2. Advertise to increase connections

3. Publish to your network

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Facebook Tips

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Drive Traffic to Your Website

Classic Chevrolet Campaign

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Promote Pages with Engagement Ads

Fan growth

Proven, familiar to users, deeply integrated

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Focus on publishing10x views in Stream versus Page

22 posts by 20 people

1,260 likes1,545 comments

vs.

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Interact with Fans

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Be timely and relevantEmbrace timely opportunities to connect with Fans

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Innovate!

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Try the Platform for Yourself!

$50 Facebook Ad Credit

1. Visit www.facebook.com/advertising

2.Use the credit code: AutoFree50 by 9/15/10

3.Visit www.facebook.com/couponFAQ to answer questions

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Scott Monty

Global Digital & Multimedia

Communications Manager

Ford Motor Company

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PUTTING THE “CAR” IN KARMA

Scott Monty (@ScottMonty)Global Digital CommunicationsFord Motor Company (@Ford)

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We have a fundamental challenge:Q: Thinking about everything you have read, seen, or heardabout business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year?

Source: Edelman Trust Barometer, 2009

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Ninety percent of social media is just showing up.

It’s the other half that’s hard.

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It’s not the same old, same old

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Social media is

different

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This doesn’t work anymore

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Don’t be that guy

http://bit.ly/DontBeThatGuy

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A few tips & ideas

http://bit.ly/50Tips http://bit.ly/50BizIdeas

• Spend more time in search than in chatting us up about your stuff.

• Your customers might not be on Twitter. Use RapLeaf to find them.

• Promote other people 12x to every 1 self-promotional tweet.

• A lot of @replies shows a lot of humanity/engagement.

• Spamming us repeatedly is okay. We just unfollow you.

• Have more than one twitterer at the company. People can quit. People take vacations. It’s nice to have a variety.

• Ask questions. Twitter is GREAT for getting opinions.

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“If you wish to persuade me, you must think my

thoughts, feel my feelings and speak my words.”

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fiestamovement.com

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Effective?

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Fiesta Movement stats:

750,000

7+ million

4 million

100,000 97%

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Drive one.

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Joe Castle

Dealer Principal

Castle Automotive Group

Founder/CEO

SOCIALDEALER

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1-888-Get-SOCIAL

Automotive Social Media Management

“Moving the Metal Through Social Media”

Joe CastleFounder & CEO of SOCIALDEALER

Dealer & CEO of the Castle Auto Group

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1-888-Get-SOCIAL

Increase profitability in a down economy

Get better returns on advertising dollars

Drive customer retention & loyalty

Adapt marketing strategies to stay at the head of the fast changing digital marketplace

Identify and reach in-market car buyers

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1-888-Get-SOCIAL

Advertising budget of $50,000 per month

Retails 100-125 Vehicle Per Month

That’s about $400-500 Per Vehicle Retailed (PVR)

Using newspaper ads, billboards, direct mail

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1-888-Get-SOCIAL

Exchange traditional advertising outlets for digital outlets.

Decrease ad budget 75%

Increase advertising reach and effectiveness

See an Immediate sales increase

Lowering expenses, increasing sales equals more profit dealership wide

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1-888-Get-SOCIAL

Television YouTube

AM/FM Radio Pandora

Newspaper Facebook Billboards TwitterDirect Mail RSS feeds

Business to Business LinkedIn

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1-888-Get-SOCIAL

Advertising budget of $10,000 per month

Retails 125-150 Vehicle Per Month

$125-$150 Per Vehicle Retailed (PVR)

Using Internet Marketing and Social Media

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1-888-Get-SOCIAL

Identify In-Market Car Buyers

Target buyers by demographics (sex, age, location etc.)

Communicate with your customers in real-time

Reach exponentially more people for a fraction of the cost

Increase customer loyalty by becoming a part of your customers daily life and drive retention

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1-888-Get-SOCIAL

Get Your Staff Involved in the Social Media Revolution.

Personalized Staff business pagesMarketing your Dealership Promoting your Brand Sharing your inventory

Service department can get involved Recall notificationsMaintenance reminders Service specials Tips and Tricks from mechanics

Parts Department Over stocked items Aged inventory Accessories

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1-888-Get-SOCIAL

“Social media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launch pad for other marketing tactics. Social media is not an island. It’s a high-power engine on the larger marketing ship.”

– Matt Dickman, technomarketer.typepad.com

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Dean Evans

Chief Marketing Officer

Dealer.com

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Thinking SocialWhere should you start?

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First Things First

Be sure you are taking care of the basics:

• Specials

• Engaging, SEO-friendly content

• Lead Management

Response times

Quality communication and customer service

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Reputation Monitoring and Management – The Building

Blocks

• Listen, Listen, Listen

Social tools allow you to understand customer and prospect sentiment

toward your brand. Don’t miss this opportunity!

• ENGAGE

When appropriate

Be smart & courteous

• Know When NOT to Engage

Don’t make the problem worse

Invite individuals to engage in an off-line conversation

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Opportunity – Fixed Operations

• App. 12M units will be sold this year

244M units currently on the road

Average life of a vehicle is now 9.2 years

Owners need to service their cars

and you need to fill the service bays!

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What is Engaging Facebook Content?

Fixed Ops Departments

Vehicle Maintenance

& Care

Vehicle Interest /

New Model Info

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Your Customer and Social Media

Maintaining a social presence gives your

customers an outlet for sentiment

• What would happen if you posted a testimonial from a

customer and tagged it?

How many people would you reach with that positive message?

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Ratings and Reviews Sites = Search Engine Rankings

• Don’t forget :

Yelp

Dealerrater

CitySearch

Google Places

Yahoo! Local

Etc…

• Creating and maintaining profiles on these sites is crucial.

• Google, Yahoo and Bing all give priority to resources for

the local shopper

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The Social Commitment

• Facebook, Twitter and others do not update themselves

Stale or abandoned pages hurt instead of help

• Local business review sites collect history

Do you have a plan to encourage online reviews?

Free Oil Change with online review!

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Q&A

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Thank YouThis webinar will be available on-demand in 24 hours at

www.autonews.com/webinars. All registrants will

receive an e-mail notification when it is available.

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Try the Platform for Yourself!

$50 Facebook Ad Credit

1. Visit www.facebook.com/advertising

2.Use the credit code: AutoFree50 by 9/15/10

3.Visit www.facebook.com/couponFAQ to answer questions