Digital Dealer 11 Presentation

THE NEW WAYS TO

INCREASECUSTOMER ENGAGEMENT

DAN MOORE, CEOSMART WEB [email protected]

Tuesday, October 18, 11

mailto:[email protected]


GOAL OF THIS SESSION:

AFFECTTHE WAY YOU THINK ABOUT

COMMUNICATION


WHAT ARE THE VERTICALS ?AND THE OPPORTUNITIES ?


LETS DO A QUICK

DRILL


What is your PREFFERED method of communication?★Face to Face?★Text Messaging?★Email?★via Social Media?★Skype or Face Time?★Chat/IM?

LETS DO A QUICK

DRILL


WHAT IS MY CUSTOMER

DOING?

AND WILL OFFERING OTHER FORMS OF COMMUNICATION

BE EFFECTIVEDURING PEAK TIMES


ONE COMPANY’S PAIN ?ANOTHER’S ROI ?

• According to the Center for Internet Addiction, employers lose nearly $4 billion dollars each year to internet misuse. Although the internet has greatly improved many industries and workplaces, the constant presence of it can be overwhelming. There is often a blurred line between personal and work use.

• Do you see an opportunity here?


BREAKING DOWN THE FORMS OF

COMMUNICATION

CHAT EMAIL SOCIAL WEBCAM MOBILE VIDEO


WHAT ARE THE BENEFITS OF

CHAT?• With more traffic visiting your

website than your store, why wouldn’t you focus more time and resources to catch these opportunities for engagement? • Setting up a chat strategy that

provides the customer with the ability to be in contact with Parts, Service, and Sales will ultimately create more consumer engagement.


BEST PRACTICES OF

CHAT• Be available to chat during business hours.• If you don’t have the time or the manpower, look into

a managed solution.• Just like phones, create a process and scripts for all

departments.• Have a Passive and Proactive chat client to increase

engagement.



EMAIL?Like phones, email in conjunction with other communication verticals can increase deliverability and engagement from consumers.


•No multi sized fonts with RainBow COLORS.•Text-only emails if you can control yourself,

with majority of people receiving their emails via mobile phone make it easy for them to read.

•Use links instead of images to help with spam and mobile friendly emails.

BEST PRACTICES

EMAIL



SOCIAL MEDIA?With social media such a popular channel for day-to-day engagement, this vertical offers real time messages to the end user while by-passing spam and other challenges we have using other communication channels.


BEST PRACTICES OF

SOCIAL MEDIA

•Encourage staff to have a personal social page to engage with customers.•Messages should be personable and content rich.•When providing links try to keep them with in the social media platform.

DRIVE AWARENESS THAT YOU COMMUNICATE VIA SOCIAL MEDIA.


SAMPLE PAGES:

FACEBOOK


SAMPLE PAGES:

TWITTER


TWITTER = MATRIX


TWITTER WITH TWYLAH



WEBCAMS?• Web cam can provide a virtual

person to person engagement that ultimately leads to a quicker rapport than an email communication. • Skype and phones offer webcam

features. These are great tools that are often ignored in many Dealerships.


BEST PRACTICES OF

WEBCAMS•Practice with co-workers,

friends, and family to become more comfortable.•Set up the different services and

become familiar with how they work.



MOBILE?• What can we say about technology

other than its ever changing and offering more ways to reach people. • Smart phones these days offer

functionalities of SMS, Chat, Video, Social Media, and of course phone. Its like a Swiss Army Knife of communication and allows people not to be chained to a desk allowing a high level of production to be accomplished.


BEST PRACTICES OF

MOBILE•Find away to empower your Dealership to use this tool.•Get training on how to maximize its use!•Set up Video, Social Media, Email, CRM, and Chat on the device.


WHAT IS IN YOUR CUSTOMERS POCKET ?HOW DO YOU COMMUNICATE WITH THEM ?



VIDEO?• Video is an a great way to enhance

email and social communications by sending the consumer a direct message telling them about you, your company and your product. • On a side note we can’t dismiss its

organic search abilities if deployed and video channels with the proper keywords as well.


• Focus on the message vs. the professional quality.• If you haven't already, build a library of testimonials, welcome

to the Dealership, and about us, and vehicle walk-around.• Build a YouTube channel if you haven't already.• Use a tool like Eyejot.com for video emails. • Some video deployment resources for the over achievers;

www.tubemogul.com or www.Blip.tv

BEST PRACTICES

VIDEO


http://www.tubemogul.com

http://www.tubemogul.com

THE NEW WAYS TO

INCREASECUSTOMER ENGAGEMENT

facebook.com/smartwebconcepts

twitter.com/smartwebconcept

DAN MOORE, CEOSMART WEB [email protected]




Digital Dealer 11 Presentation

Automotive

Transcript of Digital Dealer 11 Presentation