Social MediaA brief guide to Social MediaJanuary 2014

Goal● Build trust and brand recognition● Provide great customer service● Engage customers

Why Is Social Media So Important?● Search Engine will be phasing out backlinks

o Important to “backrub” algorithm (aka Google)o To be replaced with social signals

● Social media means better organic reacho Harder to fake, so better qualityo Think Facebook, Google+

Get InvolvedEach dealership● Establish your own online presence

Managers● Choose someone to be a“social media champion”

Get InvolvedEach dealership MUST have their own● Facebook page

o Encourage customers to “check in”o Post pictures of your customer handoverso Ultimately: Build trust

● Twitter accounto Have a conversation with you customerso Offer bespoke dealso Ultimately: Sales

Get InvolvedGoogle Places

Your dealership MUST be listedClaim and verify, complete the listingUltimately: Increase sales

● YouTubeo Engage with customers using videoo Upload videos of cars for prospectso Ultimately: Increase sales

Facebook & Free Wifi● Free wifi available to all customers● Encourage customers to use wifi & check-in

to your dealership page● Engage with them via facebook

Tone● Be authentic and honest● Be conversational, be yourself but show

respect● The goal is to build a relationship of trust● Don’t tell them what they should do

o eg: You’d be better buying from us

When To Post● Try and post at least every 4 days● Mondays are a good time to post● After 1pm is the best time to post

● Metrics are constantly evolving.● Initial guideline only.● See what works for you!

How To Be Engaging● Photos and videos

o Bright, colourful photoso Depicting human interaction

● Questionso Encourages interactiono Tells people their opinions mattero Show you are listeningo Respond to their feedback

Good Practices"...remember that the tone is important ...authentic and honest ... conversational. Be yourself. Show respect... The goal is to help....don’t swoop in and tell them they’d be better off buying it from us. If they’re looking for help, or opinions, they’ll ask..."

o Best Buy (@twelpforce)

Bad Example"Hot off the press!!!! REDUCED by over £1000 now only £3,999. This weeks bargain from..."

Good Example“What amazing images do you hope to capture this summer?DSLR cameras offer versatility and advanced performance for every skill level. Make your memories share-worthy with the perfect DSLR camera: http://shout.lt/jPhX”

o https://www.facebook.com/bestbuy

Good Example“The Institute of Advanced Motorists thinks learner drivers should be allowed on motorways. What do you think? http://buzz.mw/b862w_l”

o https://www.facebook.com/ArnoldClarkAutomobiles

Complaints: Damage limitation● Acknowledge immediately

o Respond as soon as possible (minutes)● Avoid public discussion of complaints

o Direct complainers away from social media● Flag complaints as inappropriate

o Where possible● Dilute with new content

o Add a new messages and encourage more customer feedback

Complaints: Make them happyBe a “Happiness Engineer”● Treat complaints as opportunities● Work towards a resolution● Ensure they are happy with the resolution

What’s next?● Upcoming: Google+

o Social signals will replace link buildingo Google’s proprietary social networko Linked to Google’s search algorithm

● High share potentialo Pinterest, Twittero Few ads to compete with

● Addonso Youtube Instagram, LinkedIn...

To do: Check-in nowGet your phone out of your pocket...1. Go to facebook.com2. Logon or sign up3. Check-in at your dealership

To do: TweetGet your phone out of your pocket...1. Go to twitter.com2. Logon or sign up3. Broadcast a message

To do: Local search1. Search for your dealership on Google Maps2. Claim (or add) and verify your dealership3. Update details and complete your listing

Any Questions?

Twitter: @jpswadeFacebook: facebook.com/jpswadeLinkedIn: linkedin.com/in/jpswade