PROJECT PINNACLE: C1: REPUTATION …...company. ONLINE REPUTATION MATTERS CADILLAC CONFIDENTIAL...

CADILLAC CONFIDENTIAL

PROJECT PINNACLE:C1: REPUTATION MANAGEMENT

POWERED BY FRIENDEMIC


AGENDA

INSIGHTS ON THE 7 THIRD PARTY REVIEW SITES

PINNACLE: REPUTATION MANAGEMENT DEALER PORTAL

DEALERSHIP ACTION ITEMS

INTRODUCTION & PINNACLE REQUIREMENT


92%of consumers worldwide say

they trust earned media such as recommendations from family

and friends above all other forms of media.

Source: Nielsen 2012 Global Trust in Advertising Report

ONLINE REPUTATION MATTERS


84%of consumers trust recommendations

from peoplethey know.

68%of consumers trust consumer opinions

posted online.

Source: June 2012 survey by ReviewInc and Pepperdine University; Nielsen September 2013 Global Trust in Advertising Report

86%of consumers use

ratings and reviews before doing

business with a company.

ONLINE REPUTATION MATTERS


STANDARD: C-1: REPUTATION MANAGEMENT

APPLICABLE FOR: TIER 1

Online and social media reviews have become a critical part of a customer’s buying process, and are equallyimportant on the manufacturer and 3rd party sites. What a potential customer reads online can be a determiningfactor in deciding whether or not to engage with a Dealer.

Cadillac requires a process to manage the online environment. This process will include the following activities:• Encouraging customers to post a review• Monitoring on-line postings• Responding to customers

– Thanking customers for good reviews– Professionally addressing posted complaints

All Tier 1 Dealers will be required to respond to 80% of reviews rated “3 Stars” or less within ten days fromwhen the customer posted the review.

The reviews and responses will be measured only from the following seven third party review sites: Google, Yelp,Cars.com, Edmunds.com, DealerRater, CarGurus and Facebook.

PINNACLE BRAND STANDARD: CUSTOMER


THESE 7 THIRD PARTY REVIEW SITES ARE THAT ARE MONITORED

These sites have the greatest volume of automotive reviews


• Only 27% of negative reviews got that response within 10 days

All data is for the 308 Tier 1 Pinnacle Dealers ONLY

HOW DID CADILLAC DEALERS DO IN 2016?

Reputation Management is a Brand Standard differentiator and EXCLUDED from the redress process

Tier 1 Pinnacle Dealers 2016 Statistics on the 7 Key Sites:

• About 40% of negative reviews got a response

• On average, Tier 1 Pinnacle Dealers each received 124 online reviews in 2016 of which 20 were negative

Total Reviews:

38,184

Total Negative Reviews:

6,049

Total Negative Reviews Responses:

2,347

Total Negative Reviews Responses w/ 10 days:

1,638


1 2 3 4 5 6 7 8 9 10 11

Day

Customer

Posts

Review

on 3rd

Party Site

Last Day

Response

is

Credited

Toward

Objective

A Dealer

Response

Will Not

Count

Toward

Objective

Day Counting Method for 10 Day Response Rule

DAY COUNT

1 2 3 4 5 6 7 8 9 10 11

LAST DAY

OF RETAIL

MONTH &

QUARTER

**New

Customer

Review

Posts

Any New

Reviews

Posted

Count in

New

Quarter

**Last Day

Response for

Posts in Last

Retail Day From

Prior Quarter

Will be Credited

Toward Prior

Quarter

Objective

Prior

Quarter

Results

Closed

DAY COUNT

End of Quarter Report Closing

10 DAY RESPONSE RULE


RESPONDING TO 80% OF NEGATIVE REVIEWS

If you only receive a few negative reviews, your required response rate is effectively 100% in order to achieve Standard. Be careful especially to respond to all negative reviews early in the quarter within 10 days, as you (hopefully) won’t receive any more throughout the quarter!

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

1 0% 100%

2 0% 50% 100%

3 0% 33% 67% 100%

4 0% 25% 50% 75% 100%

5 0% 20% 40% 60% 80% 100%

6 0% 17% 33% 50% 67% 83% 100%

7 0% 14% 29% 43% 57% 71% 86% 100%

8 0% 13% 25% 38% 50% 63% 75% 88% 100%

9 0% 11% 22% 33% 44% 56% 67% 78% 89% 100%

10 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

11 0% 9% 18% 27% 36% 45% 55% 64% 73% 82% 91% 100%

12 0% 8% 17% 25% 33% 42% 50% 58% 67% 75% 83% 92% 100%

13 0% 8% 15% 23% 31% 38% 46% 54% 62% 69% 77% 85% 92% 100%

14 0% 7% 14% 21% 29% 36% 43% 50% 57% 64% 71% 79% 86% 93% 100%

15 0% 7% 13% 20% 27% 33% 40% 47% 53% 60% 67% 73% 80% 87% 93% 100%

16 0% 6% 13% 19% 25% 31% 38% 44% 50% 56% 63% 69% 75% 81% 88% 94% 100%

17 0% 6% 12% 18% 24% 29% 35% 41% 47% 53% 59% 65% 71% 76% 82% 88% 94% 100%

18 0% 6% 11% 17% 22% 28% 33% 39% 44% 50% 56% 61% 67% 72% 78% 83% 89% 94% 100%

19 0% 5% 11% 16% 21% 26% 32% 37% 42% 47% 53% 58% 63% 68% 74% 79% 84% 89% 95% 100%

20 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%

Negative

Reviews

Received

Responses Issued Within 10 Days


DETAILS FOR BRAND STANDARD AVAILABLE IN PINNACLE


AGENDA






7 REVIEW SITES: OVERVIEW


7 REVIEW SITES: FACEBOOK

Make sure Reviews are Enabled, and watch out for reviews without any comments. They may be easy to overlook, but they do count towards Brand Standard


7 REVIEW SITES: GOOGLE

Timing provided on Google is inexact; use the Dashboard to be sure you are hitting Standard


7 REVIEW SITES: YELP

Objective DOES include Yelp’s “Not Recommended” reviews


7 REVIEW SITES: CARGURUS

Respond to reviews by going Cargurus, logging in, and then clicking Manage Reviews; you will then see the Respond to Review button next to each review


7 REVIEW SITES: EDMUNDS.COM

The Brand Standard applies to both sales and service reviews


7 REVIEW SITES: CARS.COM

You must be a paying subscriber on Cars.com to respond to reviews. Don’t wait until the last minute to reply to reviews as sites may delay publishing your response!

Non-subscriber: Subscriber via Dealer Center:

No information is shown on the site about how to Reply to reviews at all.


7 REVIEW SITES: DEALERRATER.COM

You must be a paying subscriber on DealerRater.com to respond to reviews. Responses must be public to count towards Standard!

Non-subscriber: Subscriber via Dealer Portal:


If a dealer does not subscribe to Cars.com or DealerRater the reviews will be removed from a dealer’s performance

calculation

7 REVIEW SITES: SUMMARYNOTES BY SITE

Objective DOES include Yelp’s “Not Recommended” reviews

You must be a paying subscriber on Cars.com to respond to reviews here

You must be a paying subscriber on DealerRater.com to respond to reviews here

Respond to reviews via your CarGurus dashboard

Both sales and service reviews

Ensure that Reviews are turned on; Reviews without any comments are common on Facebook but do count towards Standard

Timing provided on Google is inexact; use the Dashboard to be sure you are hitting Standard


AGENDA






PINNACLE DASHBOARD: 2 WAYS TO ACCESSLINKING TO THE REPUTATION MANAGEMENT DEALER PORTAL

Click here forSingle Sign On to your

Reputation Portal


PINNACLE DASHBOARD: 2 WAYS TO ACCESSNAVIGATE DIRECTLY TO THE REPUTATION MANAGEMENT DEALER PORTAL

• Go directly to Pinnacle.Friendemic.com• Sign in via the primary email address and password for your dealership• Great for vendors or employees that you want to help manage your reputation

but you may not wish to see all of your Pinnacle data


REPUTATION MANAGEMENT DEALER PORTAL: DASHBOARD

[user settings]


REVIEWS TAB AND FILTERING

25

[user settings]


SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)

[user settings]



This webinar is being recorded and will be posted here, along with future training webinars

[user settings]



On your first login, the Initial Setup Guide will automatically download, and we strongly encourage you to read through it as you set up your account. It may be accessed again here any time as a reference.

[user settings]



We have provided a detailed FAQ; click any question to see instructions!

[user settings]



FAQ accessible from any page on the site via this button:

[user settings]


AGENDA






REPUTATION MANAGEMENT DEALER PORTAL: FIRST TIME ACTIVATION – SET-UP

Click your username in top right to access…

• Verify network profile settings

• Connect your Facebook account

• Check status on Cars.com & DealerRater

• Update your email address

• Setup Email Alerts/Notifications

[username]


Are these the correct URLs for your dealership? If not, please make adjustments ASAP, as these are the URLs by which you will be scored. Click ‘Update URL’ to suggest a different site.

ACTION ITEM: VERIFY URLS IN PROFILE SETTINGS

[user settings]


Some potential issues:

ACTION ITEM: RESOLVE DUPLICATE/UNWANTED URLS

• Update URLs as necessary to correct pages

• Create profiles on any networks where you don’t have one

• Merge any duplicate pages on the various platforms (e.g. do you have two Google

profiles? Two Cars.com pages?)

• Split out individual Cadillac pages if desired

• If your Facebook page is combined Buick GMC Cadillac, for example, you will be held

responsible for 80% of 3-star or lower reviews on that page, regardless of whether or not

the individual reviews are Cadillac specific! If you only want to deal with Cadillac

reviews for the purpose of Pinnacle bonuses, you will need to split out your Cadillac store

to its own Facebook page and update the URL


Granting Facebook access will increase the accuracy and timeliness of your data as shown in Pinnacle. You must be logged into a Facebook account that has Admin access to your dealership Facebook page when you click the Connect button here. You will be prompted by Facebook to grant the minimum required data access for the “Social Data Analytics” applications.

ACTION ITEM: GRANT FACEBOOK ACCESS

[user settings]


You may only respond to reviews on Cars.com and DealerRater.com if you are paying subscriber. We have default opted you in or out of these networks based on your review response history, but you may change this selection here at any time.

ACTION ITEM: OPT IN/OUT OF DEALERRATER AND CARS.COM

[user settings]


ACTION ITEM: UPDATE USER INFORMATION AND EMAIL ADDRESS


ACTION ITEM: EXAMPLE EMAIL ALERTS

If you opt in to Email Alerts, the contacts entered will receive one email each day at noon Eastern whenever there is one or more unresponded negative reviews for which you have 5 or fewer days to respond to still meet the Brand Standard of responding within 10 days.

All email addresses listed here will also receive occasional system alerts regarding this Portal, changes to review platforms, etc.


ACTION ITEM: SETUP EMAIL ALERTS

If your account has alerts, they will be sent at noon EST each day to all email addresses attached to your account. Alerts include:• URLs not returning data• Countdown alert• System / program updates


• PINNACLE STANDARD:

• Only Tier 1 dealers have this requirement

• 80% of reviews 3 stars or less have to be responded to in 10 days to

meet standard

• There is no redress on this standard

• The Reputation Management Dealer Portal is accessible two ways:

• Through the Pinnacle Dashboard

• Directly at pinnacle.friendemic.com

• Dealers need to go through the Setup process to ensure their information is

accurate

KEY TAKE AWAYS


QUESTIONS?Pinnacle Dashboard or General Pinnacle Questions: 877-401-6938Reputation Management Brand Standard Questions: [email protected] Portal or Reviews Questions: Submit Support Tickets via

the Reputation Portal

PROJECT PINNACLE: C1: REPUTATION …...company. ONLINE REPUTATION MATTERS CADILLAC CONFIDENTIAL...

Documents

Transcript of PROJECT PINNACLE: C1: REPUTATION …...company. ONLINE REPUTATION MATTERS CADILLAC CONFIDENTIAL...