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TABLE OF CONTENTS

Questions?Call 1-800-353-9350 or visit DealerLearningCenter.com

Introduction ..............................................................1

Online Reputation Management ..................................5

Social Networking .....................................................9

Video ..................................................................... 13

Live Chat ............................................................... 19

Mobile ...................................................................23

To influence car shoppers, it’s essential that your brand and inventory are in front of as many in-market shoppers as possible, as often as possible. To take your marketing to the next level, you should also consider the latest online technologies that will allow you to more effectively engage car shoppers online. Engagement in the online space is key to driving influence and conversion. This special addendum to the Online Marketing Handbook introduces you to the latest tools and tactics that offer the most opportunity for consumer engagement and exposure for your inventory.

INTRODUCTION

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1Source: Socialnomics by Eric Qualman

First, think about the role the Internet plays in our daily lives and how communication has transformed in the Digital Age. Understanding this evolution is important because it may affect how you use online media. Consider the parallels in how car shoppers consume traditional and online media. Then consider how you can evolve your marketing message and/or media plan to most effectively reach your audience given these correlations.

TelevisionVideo is the new television. In fact, YouTube is now the second largest search engine, second only to Google.1

RadioPeople now listen to radio online, which is known as “streaming,” through sites like Pandora. Additionally, traditional radio stations allow listeners to hear live and archived programs online. Podcasts are also a popular form of online radio.

NewspaperRSS (Really Simple Syndication) keeps subscribers informed by pulling the latest news and content from designated websites and delivering it to subscribers’ email inboxes. In addition, most newspapers today have online versions of their print paper, and many newspapers have become exclusively web-based publications due to low consumer demand for print.

Out-of-Home and Print AdvertisingBanner/display ads on websites and search engines are the digital equivalent of advertising like billboards and print ads.

TelephoneChat, instant message and text message are the new version of the telephone.

EmailEven in the digital arena, some forms of communication, such as email, are becoming outdated. Instead, Facebook and Twitter are often the preferred methods for online communication, especially for the Gen X and Millennial generations.

The Evolution of Traditional Advertising to Digital & Social Media

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THE EVOLUTION OF TRADITIONAL ADVERTISING TO DIGITAL & SOCIAL MEDIA

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IMPORTANT SITES FOR MANAGING YOUR REPUTATION

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59% of consumers read user-generated reviews.1

80% of consumers change their mind on a purchase based on a negative review.2

89% of consumers trust peer recommendations.2

1Source: The E-Tailing Group/Power Reviews, “The 2011 Social Shopping Study,” June 2011

2Source: Cone Trend Tracker, “2011 Online Influencer Trend Tracker”

REPUTATION BY THE NUMBERS

ONLINE REPUTATION MANAGEMENT

Your Online Reputation Can Define Your Public ImageWith the majority of the U.S. population online, especially on social- and user-generated content sites, it’s very important that you are effectively managing your online reputation. Because content is peer-to-peer generated on these sites, consumers turn to them for opinions and reviews of other shoppers’ experiences with your products and services.

These sites are a powerful component in how the Internet influences consumers. Do you like what’s being said about your dealership, and more importantly, do you know? However, that doesn’t mean you don’t have any control over shoppers’ perception of your brand. In fact, you can easily have an active voice in creating and sustaining a good online reputation.

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Monitor the web for comments from consumers. Google Alerts is a free service that will notify you when your dealership name appears online. Other tips:

•Offer your dealership’s perspective and don’t hide behind an alias. By taking ownership of your name, you can add comments, videos, pictures and links in your responses.

•Respond to posts that are factually incorrect to set the record straight, but be respectful and considerate with your tone and choice of words. Refrain from commenting on negative posts that have no merit.

• It is a good practice to acknowledge all comments, positive or negative. If a shopper posts a bad experience with your dealership, offer to try to resolve the customer’s issue and take the conversation offline. Be sure to provide your contact information. Once the issue has been resolved, ask the customer to update their review. For positive reviews or comments, thank the customer. Something as simple as, “Thank you, Mike, we value your business and appreciate your kind words. Thanks for being an ABC Auto Dealership customer. We’re always here for you!”

•Don’t worry about having a flawless record among consumer reviews. Even the best businesses get occasional bad reviews.

Reputation management is about more than just reacting. It’s about being in control of your brand image. While keyword alerts and quick responses are your first line of defense against negative mentions, you don’t have to wait for negative comments to happen in order to diffuse them. Here’s how to “stack the deck” in order to stay in charge of your online reputation:

•Encourage your happy customers to review your dealership on major consumer review sites. Consider having a computer available in your dealership where they can post reviews while they’re in your store.

•Create a Facebook brand page, and let sales and service managers, service writers and salespeople participate as dealership representatives. Any activity conducted by your staff should be separate and distinct from any personal social networking activities.

•Develop relationships with the local media. Let them know about news related to your dealership, including events (e.g., grand re-opening), charitable activities or other community-related involvement. This will encourage coverage of your business in local media and help establish a good reputation.

Guidelines for Managing Your Reputation Stack the Deck in Your Favor

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DEALER RESPONSE TO CONSUMER REVIEW

My Review of Dealership:This is the worst dealership we have ever dealt with! Totally misleading and not truthful about the deal. Instead of being honest, they had us going back and forth over and over again. We walked out of their dealership and they coerced us back and then didn’t honor their contract. They didn’t even have the professionalism to apologize or admit their mistakes. They cheated & cost us several hundred dollars. We highly recommend avoiding this dealership.

Response from Dealership:I am very sorry to hear you had this experience at our dealership. In this situation, everyone loses. I’d like to try to fix it for you. We are committed to your satisfaction, so please contact me directly at (123) 555-4567 or manager@dealership.com so we can resolve this problem for you immediately.

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SOCIAL NETWORKING

Social networking isn’t a fad — it’s a fundamental shift in the way we communicate. However, it’s not going to replace traditional or “non-social” online media, which should still be the main focus of your marketing strategy. A good rule of thumb is to plan for the rest of your traditional and online marketing first, and when resources are available, participate in social networking.

The Role of Social Networking in Your DealershipSocial Networking Is an Engagement and Communication ToolSocial networks provide a forum for interactive, two-way conversation. They are not a place to push your product. Think of a social network as a cocktail party: If all you do is talk about yourself, soon you’ll be all alone. Instead, ask interesting questions alternated with engaging information. For example, for Father’s Day post an article on Facebook like “6 Cool Automotive Gifts for Dad.” Feel free to use some of the posts from AutoTrader.com’s Facebook page (e.g., “How are you planning to get to your summer vacation destination this year?”), or visit the AutoTrader.com Dealer Connect Facebook page for some ideas that you can convert to engaging posts from a consumer perspective.

Social Networking Extends the Transaction Beyond the Vehicle PurchaseSocial networking is a customer relationship and retention tool. It provides an opportunity to stay engaged with your customer base and even generate post-purchase revenue. One idea is to consider creating service specials for your social network — car owners need to service their cars and dealers need to fill service bays.

Social Networking Is an Online Reputation Management ToolWe’ve already talked about how to effectively manage your reputation online, but another way that social networking can work for dealers is as a social influencer. For example, when one person “likes” your dealership on Facebook, then your social network sees that activity as well. Just remember that a great presence on Facebook or other social network will never make up for a bad product or a poor customer experience in the store.

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Have an official dealership policy contract for your employees to sign. The contract should include guidelines for appropriate vs. inappropriate conduct as a dealership representative on social networking sites. For example, “No offensive or vulgar language.”

SOCIAL MEDIA EMPLOYEE POLICY

Social Networking Considerations for DealersDefine Your Social StrategyFigure out what it is you want to say to your social network before jumping in head-first. Is it to maintain contact with your customer base or something different? Social networks are tools to support greater business goals. Understand what your overall dealership marketing objectives and messages are first, then determine how you can use social networks to support them.

Internal Resources Required to Maintain Social StrategySocial networking is neither free nor cheap when you are dedicating time and resources against it. Think about how much time you want designated employees to spend on social; consider including these guidelines in a Social Media Employee Policy.

Stay “In-Brand”Staying in-brand not only means look and feel but also the relevancy of your posts. Tie your social media activity back to your marketing strategy and ultimate consumer engagement goals.

Social “Investments” that Offer the Most “Return”Social networking is typically not a prospecting tool. Most consumers do not go to Facebook to shop for cars, so listing inventory there may not be the best use of your resources. According to a Morpace 2012 Digital Shopping Dynamics study, 93% of used car buyers and 86% of new car buyers do not use Facebook to shop for a car. However, if you have a partner that uploads inventory as an added value component at no additional charge, take advantage of it!

Also, consider how much effort you are putting into your social strategy and how much return you are actually getting from it. Have you created a large network of friends/followers/fans? If so, then it may be worth the effort to allocate money and resources to it. However, if you are not actively building your network, then it may not be worth the time and money to create meaningful content or developing special “apps” if not many people will be seeing or using it.

Get Involved in the ConversationGive reasons for people to “like” you. Offer unique content that is interesting and that will motivate your network to respond and engage. Just keep in mind that anything you post has the potential to go viral and enter mainstream media. However, great content doesn’t always go viral. Sometimes it’s the unflattering messages that go viral, so be diligent and use discretion.

Pin “Events” on FacebookMany dealers have great success with holding events monthly or quarterly. When an event is created, an invitation can be sent to all your Facebook connections. This is a good way to keep your brand in front of customers and create more opportunities for future consumer engagement.

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STAYING IN-BRAND

LOGO

HIGHLIGHTS

BRAND MESSAGING

COVER PHOTO OF

DEALERSHIP

CONTACT INFO

CUSTOMER TESTIMONIALS

BRAND IDENTITY

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VIDEO

Shoppers Want VideoVideo is compelling to shoppers because it brings vehicles to life in a way that photos can’t. In fact, 66% of vehicle shoppers say they would watch more online video if available.1 Sight, sound and motion make video more emotional and engaging for viewers.

In a 2010 automotive study by Google, Compete and Polk, more than 25% of car buyers watch over an hour’s worth of automotive videos during the research process, and close to half watch more than 30 minutes. The study further revealed that 63% of online automotive video viewers said they became more interested in a vehicle after watching a video. The study also indicated that online video encouraged shoppers to do other activities such as visiting a dealership (62%), searching a dealer’s inventory online (56%) and pricing or configuring a vehicle online (53%).2

If you’re not using video, you’re missing opportunities to engage and influence shoppers. Learn your options and understand what consumers expect in the way of video content. Keep this in mind as you budget for creative work and ad spend.

In-market shoppers are 14 times more likely to watch automotive video than general Internet surfers.1

After watching an automotive video online:

•56% of shoppers searched a dealer’s inventory online2

•62% of shoppers visited a dealership in person2

VIDEO BY THE NUMBERS

1Source: Google/Compete and Polk Video Study, 2009

2Source: eMarketer, “Auto Shopping Online,” July 2011

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YouTube

Facebook

Third-party sites

Video on AutoTrader.com

Dealership website

1Source: Forrester, September 2009

Video Distribution Is KeyFirst, let’s talk about where you should be posting videos online. Distribution and exposure are critical tactics, because it doesn’t matter how good the content is if it’s not being seen by car shoppers. According to a 2009 AutoTrader.com Video Survey, shoppers expect to find videos on dealership sites, manufacturer sites and independent sites. Therefore, it’s critical for you to place video content in front of all potential customers.

Video ContentNow that you know where you’re going to be posting your videos, let’s talk content. According to ActivEngage, a chat marketing company, successful videos educate, entertain and enlighten. Dealers need to help car shoppers understand the value of their inventory and services in the context of an educational video that meets the shopper’s needs. Your brand should play a supporting role. Focus on helping the viewer first and endorsing your brand second — the value and usefulness of video in the online space comes from usefulness to the consumer. Too hard a sell and you may diminish the positive experience.1

Pan-and-Scan VideoConsider using pan-and-scan videos. This option allows you to turn vehicle photos into a virtual “walk-around” video, narrated by a voiceover with a custom script. If you are writing custom comments for your vehicles, make sure your video highlights those comments. It may be one of the most important factors for influencing a shopper’s decision between two vehicles.

There are convenient tools to help you create pan-and-scan videos. Ask your AutoTrader.com Advertising Consultant for more information about pan-and-scan video solutions.

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PAN-AND-SCAN VIDEO

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Do-It-Yourself Video BasicsYour video doesn’t have to studio-production quality to build interest and consideration among consumers. Since a lot of the shopping process is taking place online, think about the do-it-yourself video as your virtual salesperson.

Do a Complete Video Walk-AroundThe most-watched videos give shoppers a sense of what it would be like to drive and own the car. Interior features, a car tour/overview, performance features and exterior features are the types of video information most sought by consumers.1 Reinforce information retention by showing what you’re talking about (e.g., the odometer while talking about mileage.)

Keep the Video ShortFocus on 1 to 2 minutes of highlights. Consumers have short attention spans and may lose interest if the video runs too long. If you’re writing a script, allow two words per second.

State the Facts Include price, but keep information objective and avoid a sales pitch.

Include Information that Cannot be Gained from PhotosOnline video is perfect for showcasing features that static images can’t fully convey. While it’s nice to know that a car is equipped with the latest high-tech accessories, a video showing an accessory in action will help shoppers decide if it’s the option they need. Don’t forget to explain less tangible qualities about the car as well, such as the warranty, industry awards (e.g., 2012 Top Safety Pick), reliability, single owner, non-smoker, etc.

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1Source: eMarketer “Auto Shopping Online,” July 2011

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Help your videos stand out from the crowd. Shoppers only see the first 140 characters of your video description during a Google search, so make your words count!

VIDEO TIP

Leverage Manufacturer AssetsMost OEMs have video assets available for your use. Use them when you can’t do it yourself or in conjunction with DIY or pan-and-scan videos. Your manufacturer also likely has a video distribution network that you can take advantage of. Another great idea is to repurpose your TV commercials as online videos.

Regardless of what type of video you decide to use, the most important thing is getting your compelling marketing message in front of as many in-market shoppers as possible.

Merchandise Your DealershipYour online marketing is about much more than the vehicles you sell. You also want to build consideration for your dealership. What is your dealership’s unique value proposition? What do car shoppers want to know about your dealership? What questions do you get from shoppers before they schedule a visit? These are all great topics for your dealership video. This information is important in getting car shoppers to not just choose the cars you sell, but to CHOOSE YOU.

Tell Your StoryCreate a store video tour and highlight amenities and departments. You can even introduce employees. Show customers why you are a dealership they should do business with.

Use Customer TestimonialsBuild a strong image for prospective customers. Be sure to have them sign a release form authorizing you to use their testimonial in your marketing. Sample release forms can be downloaded from the Internet. Ask your legal counsel for more information.

Include Dealership Information Always include your contact information, website address, hours of operation, map and directions.

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LIVE CHAT

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Live Chat (or “chat”) is not just about new technology. It is a different way of communicating. Where else can a single person maintain four or five simultaneous conversations across a range of subjects without any of the participants knowing that the others are there?

In the U.S., the majority of Internet users use some form of chat leisurely and/or professionally. For dealers, chat allows car shoppers to connect anonymously with a live person at the dealership. This opportunity is priceless because of the influence it can yield.

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Consumers DealersAnonymity and access

A new way to engage more customers

Live Chat

The Opportunity with ChatCar shoppers love live chat because it puts them at ease. They are anonymous and in control of the conversation. They can ask questions that are important to them and can end the conversation whenever they want. Nevertheless, it is a personal, interactive conversation with qualified, in-market shoppers, and it is rich with opportunity for dealers who take advantage of it.

Chat Brings Consultative Selling BackChat offers dealers a rare and unique chance to be consultants to online shoppers in real time. No other online marketing tool or tactic offers this level of personal engagement with in-market shoppers. Dealers can once again provide advice and recommendations in a personal way. Not only does it provide you the opportunity to be consultative, it also gives you an opportunity to sell a car.

Chat Creates Activity that Would Not Otherwise HappenUsing chat bolsters a dealer’s communications with qualified shoppers without cannibalizing emails or phone calls. In fact, chat may increase lift and prospect activity upward of 20%.1

The Dealer-Consumer Conversation on Live Chat1

•75% talk about inventory and the dealership•30% discuss financing options•5% talk about specials, trade-in, warranty and delivery

New and Additional Activity Created by the Dealer-Consumer Chat Exchange1

•One in four yields a name•One in four yields a phone number•One in five yields an email address

1Source: AutoTrader.com Internal Testing Data

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Car shoppers that prefer chat are typically in “buying mode.” They tend to be highly deal-centric and averse to negotiation.

CHAT CONSUMER PROFILE

Live Chat Best Practices• Take advantage of “think time” to provide more complete

responses to inquiries. Chat gives you the ability to buy time. For example, a shopper asks whether a specific car is on the lot. On the phone, the answer “no” might be met with the customer hanging up. But in live chat, the answer “no” can be followed up with, “But I do have a similar car, which actually has less miles and is a year newer, for the same price. Take a look here: 2007 Audi A4 in stock,” and give them the link to the car. You can also say something as simple as, “Just a moment while I check on that.”

•Review what’s been said. Chat transcripts are an excellent training tool that can be reviewed much more quickly than phone calls.

• Enable chat broadly. Metrics clearly show that dealerships that enable two agents are online more and answer more chats than those with only one agent. Chat numbers increase with three or more agents, and so on.

• Speak to the needs of shoppers based on the page they launched the chat from. If a shopper launched the chat from a new car list page, they will have a different set of questions and needs than a shopper looking at an early model, used car vehicle details page (VDP).

• Use pictures. Metrics clearly show that incorporating pictures personalizes and humanizes the chat conversation, and increases chat clicks.

•Tie chat to other activity (e.g., scheduling a test drive). By making appointments over chat, you can track the source of that lead. You can also identify when chat leads to a dealer website visit by using your web analytics tool.

• Hide your chat icon when no one is available. Ask your chat vendor how you can turn off the chat icon when no staff is available to answer shopper questions. A visible yet unavailable chat icon is like a virtual “closed” sign to shoppers.

•Use natural language. Shoppers need to feel they are speaking to a human, not a machine. Most people do not have formal conversations over chat, so be as informal as your brand allows. Have a personality and share details about yourself to lead to a more open and trustworthy conversation with the shopper.

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Live Chat Best Practices (cont.)• Be fast to reply. You have about 15 seconds to answer an

incoming message before the consumer leaves. Be there to reply immediately or have a fallback plan. Also, ask shoppers only one question at a time. Remember, it’s a conversation.

• Use mobile answering options. Metrics strongly show that dealers that leverage mobile answering options are online more, receive more chats and answer more chats.

• Be there during normal business hours. How would you feel if you went to a dealership during normal office hours and the doors were locked? Chat has a similar feel, but it doesn’t have voicemail for the shopper to leave a message. More time online means more chats, and more chats mean more sales!

• Use chat as an opportunity to expand upon what shoppers can already see online. Add content that is new or that they may not have already seen on the VDP (e.g., send them a picture of you or share the link to apply for credit). This is your chance to be a consultant, so seize the moment.

•And, don’t:

» USE ALL CAPS (it’s shouting!) » Ask more than one question at a time » Ignore customer questions » Demand all customer information before proceeding » Obsess over punctuation and formatting — informality is okay » Leave the chat before the shopper closes the conversation » Call or text shoppers instantly

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MOBILE

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The mobile web refers to Internet access via mobile phone and tablets. If you’ve gone to the Internet from your smart phone, you’ve gone mobile. As a dealer, the key to your mobile strategy is staying connected to vehicle shoppers anywhere and everywhere they are.

The Culture of “Real-Time”Consumers today are accustomed to instant gratification. And with mobile technology, communication and access to information are at your customers’ fingertips nearly all the time. Think of the mobile web environment today like it’s the Internet, circa 1995. A new generation of shoppers is upon us, and dealers can’t afford to wait to get in line (and online!) with how they shop. It’s about gaining control of the shopping process now.

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1Source: AutoTrader.com site statistics, mobile devices/tablets, March 20122Source: Mobile Commerce Daily, March 2012

Consumer Behavior and the Mobile Shopping CycleTo give you an idea of how pervasive mobile usage has become, 27.2% of all Vehicle Details Page views on AutoTrader.com are from a mobile device.1 And if shoppers have a bad shopping experience on their mobile device, 80% will quit immediately.2 For dealers, then, your goal is to ensure a seamless experience between the various platforms shoppers use so you can further facilitate the dealer-shopper connection.

Mobile car shoppers have different needs and expectations when shopping on-the-go. The majority of them are:

•Closer to making a purchase •Not close to a PC and not expecting to conduct research•More likely to be looking at content related to final selection and

purchase

AutoTrader.com site statistics also show that mobile auto shoppers also exhibit certain patterns that offer insight into how and when they use the mobile web: On any one day, up to a million auto

shoppers visit AutoTrader.com from a “wired” computer (i.e., a laptop or PC), but that pattern varies by day of week. Wired site traffic is the highest on Mondays, and as the week progresses, there is a gradual decline in the number of visitors. By the weekend they’re less active. Traffic picks up again on Monday, and the cycle repeats.

Yet AutoTrader.com site statistics demonstrate the opposite traffic cycle for its mobile site. In fact, mobile site traffic gradually increases as the week progresses and peaks on the weekend when car shoppers are more likely to be away from their computers.

The pattern and message are clear. The key is staying connected no matter what device they are shopping with. There is a natural continuity between the research auto shoppers are doing Monday through Friday and trips to dealerships during the weekend.

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Mon Tues Wed

Wired Site Traffic Ratio of Mobile Visitors to Wired Visitors

The Weekly Desktop: Mobile CycleThurs Fri Sat Sun Mon MonTues Wed Thurs Fri Sat Sun

MOBILE SHOPPING CYCLE

This graph demonstrates a relative proportion only of shoppers on the AutoTrader.com mobile site compared to the wired site. The number of mobile site visitors are less than the daily number of visitors to AutoTrader.com from wired devices.

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Mobile Considerations for Your DealershipTalk to Your Website ProviderAsk your website vendor if your site is currently mobile device-friendly. Check out your website from your own phone. What do you see? As you evolve your marketing, think about how you can incorporate mobile into the future of your dealership.

Optimize Your Existing Site for Mobile VisitorsIf you are not prepared to invest in a mobile site, consider making simple changes to your existing site to facilitate mobile shopping. Consumers can access your regular website even if you haven’t created a mobile one, so it’s always a good idea to make sure their experience is positive.

For example, keep contact information front and center. In general, consumers don’t like to navigate a lot of pages to find what they are looking for, even on a wired device. They are even less likely to do it on their mobile phone where the screen is smaller and page loading time is slower. If most mobile visitors are in the final stages of making a final purchase decision, then they may just need basic information about your dealership, like your address or phone number. Make it easy for them to locate and/or contact you.

Basic Blocking and Tackling Is Still the Most Important ThingAdvances in the technology for the mobile web are great opportunities for dealers to stay connected to car shoppers during all stages of the shopping process. However, effective online merchandising should be your highest priority before investing time and money in new mobile platforms.

Keep Your Listings In Front of In-Market Car Shoppers Wherever They AreAdvertise on third-party classified sites where the majority of consumers shop for cars. Sites like AutoTrader.com have streamlined mobile websites that offer a satisfying mobile shopping experience to consumers, so take advantage of their advancements in the mobile marketplace.

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The Difference Between Mobile Websites and AppsMobile websites are specifically designed for optimum viewing on small mobile devices and are relatively easy to create. Regular websites can also be viewed on mobile devices, and how well they appear on the small screen of a mobile device depends on the site and whether it has been optimized for mobile viewing. With a mobile website, there is also no need to create separate apps for the iPhone, Android systems and other smartphones. Most mobile websites run on smartphones and common feature phones.

The most obvious difference between a mobile website and a mobile application (“app”) is that an app is downloaded from an online store like iTunes or Google Play and installed on the mobile device. Apps are specific to the mobile device’s operating system, meaning that an app created for the iPhone will not work on an Android operating system and vice versa. An app may also have different content from the brand’s website.

Choosing Between a Mobile Website and a Mobile AppDeveloping a mobile app that is specific to your dealership can be expensive. The return on investment may not be worth the cost, given that car shoppers are not often in the market for a new vehicle. Instead, focus first on the overall consumer mobile shopping experience on your dealership website, then determine if you need a dealer-specific application.

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To receive your copy of the complete Online Marketing Handbook, please contact your AutoTrader.com Advertising Consultant.

© 2012 AutoTrader.com, Inc. All Rights Reserved. “AutoTrader.com”is a registered trademark of TPI Holdings, Inc. used under exclusive license.

QUESTIONS? Call 1-800-353-9350 or visit DealerLearningCenter.com12_Q2_107