Managing the Virtual DealershipCustomer Experience is Everything

Changing Landscape

In Conclusion…

Connecting with your biggest InfluencerWhat Reputation Really Means

Digital Is Disrupting Business As Usual

52

Percent of companies on the Forbes 500 list in 2000 that are now gone as a result of mergers, acquisitions or bankruptcies*

*Constellation Research study

“Netflix [isn’t] even on the radar screen in terms of competition.” -- Jim Keyes, Blockbuster CEO

Brick and mortar overhead

Late fees that penalized customers were a large component of the revenue model

Failure to appreciate how quickly a niche idea can have viral appeal

Out of business

• No retail locations

• Subscription model made late fees unnecessary

• More consistent with digital changes and consumer wants

• Worth over $39 billion

Digital Darwinism

Outsourced online bookselling to Amazon

Failed to appreciate the rise of e-books and tablet readers

Out of business

• Cut into Borders’ customer base

• Launched tablets for e-books to strengthen relationship with readers

• Worth over $200 billion

Digital Darwinism

Sold its first camera more than 125 years ago

Invented the first digital camera in 1975

Resisted moving to digital because it worried it would cannibalizes film sales, its core business

Out of business

Digital Darwinism

Other Companies And DevelopmentsDisrupting Business As Usual

VIRTUALDEALERSHIP

Consumers Are Letting Us Know That Great Digital ExperiencesAre No Longer A Pleasant Surprise… They Are Expected

Sadly, Maintaining theVirtual Dealership

is Often Overlooked

Online Presence Matters to Consumers … A Lot Not Push vs. Pull … It’s Attract vs. Repel80% of consumers will not frequent a business with unmanaged, negative reviews

Consumers Expect Simplicity and Confirmation From Other Consumers

THE INTERNET HAS CHANGED AND CONTINUES TO CHANGE CAR BUYING AND CONSUMER

BEHAVIOR

Dealerships that maintain a positive online presence and get consumers into their facility stand a good chance of closing them

Digital Presence Has Never Been More ImportantFor Automobile Dealers

More independent research using more

digital channels

+Less contact with

the dealershipbefore visiting

-Fewer dealership

visits before buying

-

Reality of Dealership Life

Search Engine Results The first impression

Reputation Management What people really think about the dealership

Social MediaHumanize the Dealership

Website Optimization Online Profit Center

Building Blocks of the ”Virtual Dealership”

SEARCH ENGINE

RESULTS PAGE

WEBSITEOPTIMIZATION

SOCIALMEDIA

REPUTATIONMANAGEMENT

MOBILE SOCIAL

Three Key Online Trends To Watch In Car Buying

Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

In-Market Shoppers are Increasingly Mobile

The New Expectation

Influential Mobile Accessible Precision Targeting Youth-Oriented Search Engine Results

Social Media is Growing in Importance

So Many Choices. So Many Experiences

What Can We Learn From The Way Other Luxury GoodsAre Presenting Themselves Online?

Email

Neiman Marcus Takes an Integrated Approach and Leverages its Content

and Messaging Appropriately Across ChannelsPinterest FacebookTwitter

Website

What Can We Learn From The Way Other Luxury GoodsAre Presenting Themselves Online?Louis Vuitton Also Promotes Campaigns Across All Digital Channels Using

Mobile, Video and SocialInstagram

Website

Facebook

Twitter

Pinterest Google+

YouTube

TRUST

VALUEPRODUCTS

GOAL

TONE

MESSAGE

IN MARKET

Convert

Urgent

ProductValueOffer

RetainConsider

Informational

TrustVehicle CareLifestyleFuture ProductsPersonality / People

Integrated Messages

DECISIONTRIANGLE

OWNER/PROSPECT

How to Build Trust & Value

SocialWebEmail

Actions

Be Where Your Customers Might

Be

Integrate YourMessage

Everywhere

Use DifferentTools and Tones

Let Your Personality

And Your People Shine

Meet Your #1 Consumer

Name

Address

URL

Phone

How to get Google’s Attention?

Optimize the Experience

What Does Google Find? And What Does it Tell Everyone Else?

Why Do Online Reviews Matter? WIIFM?

(Moz’s 2014 Local Search Ranking Factors Survey)

(such as quality of reviews, star rating, velocity of reviews) contributed 9.8% to local search ranking

power

IMPROVED RANKING& HIGHER

CONVERSION

REVIEWSIGNALS

SEO Value

Consumer Credibility

Why Do Online Reviews Matter? WIIFM?

Of Consumers ReadReviews To Determine

The Quality Of A Local Business

88%Say Positive ReviewsMade Them Trust ALocal Business More

72%Trust Online ReviewsAs Much As PersonalRecommendations

88%

(Search Engine Land)

+42%Percentage increase in website traffic among most improved performers

-58%Percentage decrease in website traffic among least improved performers

Positive Correlation Between Increasing And Improving Online Reviews And Increased Website Traffic

TopBottom

Rank:

Digital Evaluation

Dealer Success Metrics

Reputation Management

RDR CountCP RO CountRDR Growth

CP RO GrowthSales Retention

Service RetentionSales Market

ShareService Market

Share

Review of over90 data points

Dealer’s Combined Star Rating

Analysis

Digital Evaluation Reputation Management

RDR CountCP RO CountRDR Growth

CP RO Growth

Sales RetentionService Retention

Sales Market ShareService Market Share

High Correlation with Each Major Reporting Factor

Embrace ChangingConsumer Behavior

Make sure Customers and Google can find

your marketing platforms

Actively Build YourReputation Online

Let Your People and Your Personality Be

“Your Unique Advantage”

In Conclusion…And I mean it this time!

Thank You!

Safe Travels Home