Richard Bustillo

General ManagerRick Case Honda in Davie

TLS Automotive Social Media SummitJune 2012

Finding Point A

Discovering the What, the Who and the How

Looking For The Magic Pill

Every Department Every Manager Every Compensation Plan Every Process Every Vendor

We evaluated EVERYTHING….

Looking For The Magic Pill

Simplified The Customer Experience Tore down “walls” between departments

Simplified Our Messaging Consistent Branding in every

department One core message

What We Did…

Reinventing The Customer Experience

A B

New Cars

Used Cars

Service

Internet

Parts

5 Departments – 5 Customers

One Way Communication

Rick Case Honda

One Dealership – One Customer

Two Way Communication

VS

Integrated Marketing & Communication

PROBLEM

If this was how customers saw our “Real World” Dealership…

PROBLEM

This is how customers saw us online.

PROBLEM

This Was Point A

Out-Dated Posts Negative Content No Substance Lack of Response No Consistent social media Strategy Lack of Content

PROBLEM NUMBER ONE:

Customer sees ad and searches for dealership

on Google

We Spent $$$$$To Build Brand With

Customers

Search results show ratings for all dealers in that market

Rating results in dealership financing lead

to competitor

PROBLEM NUMBER ONE:

Customer sees ad and searches for dealership

on Google

We Spent $$$$$To Build Brand With

Customers

Search results show ratings for all dealers in

that market

Rating results in dealership financing lead

to competitor

Not Acceptable!

Journey To Point B

Developing An Effective Social Media Strategy

Social Media SWOTS

TR

EN

GT

HS

W

O T

OP

PO

RT

UN

ITIE

S

S

WE

AK

NE

SS

ES

TH

RE

AT

S

Large database – over 100k customers Great “real world” reputation Great facilities (1,000 visitors per day) 400 Quality Employees Unique Buying Proposition In-house Video Production Company

Lack Of Understanding No Social Media Strategy No Reliable Vendor Partners Lack of Consistency

Leverage production company to promote Rick Case Honda culture and competitive advantages Take advantage of new technologies Leverage employee relationships

Negative content on social sites Small Digital Signature Dated Product Competition from Hyundai and Ford New VW dealership next door

Guidelines For Strategy

Had to be good for the customer, and good for the dealership

Had to be authentic (no gimmicks) Had to generate productive, local interaction Had to be system driven – not dependent on the

talent of a single person Had to be sustainable Had to be consistent with our culture and integrated

marketing/ communication strategy

Strategy For Social Reach

Our DealershipWe are committed to delivering a 5-Star customer experience

Our EmployeesWe have over 400 employees. 200 assisted with our last social media campaign.

Our CustomersOver 1,000 customers visit the Rick Case Campus EVERY DAY!

Friends & FollowersRelationships generated by our employees and customers

Capturing Customer Feedback

Using the sales process to turn awkward time into productive time.

6Publish To Social Sites

5Ask To PostFacebook& Twitter

4

Collect Review

3

AddressConcerns

2

Detect Negative

1

Rate Dealership

Facebook Watch Multiple Persons with Admin

Rights to Facebook Scheduled Responsibility

Negative Post

First Response in <10 Minutes

Escalated – Manager Engaged

Issue Addressed – Customer Happy

Another Win For Rick Case Honda

Our Social Media Strategy

Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.1Create processes around reducing/ preventing negative content and generating positive content2Leverage technology to reduce effort and maximize exposure3

4Engage employees and Leverage employee relationships5

Prepare for real-time opportunities - Social Media is the Customer Centric CRM (Social Media as the new CRM app)

THANK YOU