Social @ Every Turn

DIGITAL AIR STRIKE

Social @ Every Turn

Lori Glenn Sr. Director, Sales & Client Success [email protected]

Sean Wendt Manager, Sales Training [email protected]

Social Media is one of the MOST powerful influences on car buyers… if actively managed. The “cost of ignoring” social media can turn prospects away without dealerships even knowing!

Social Media in Real Life

75% of car buyers say using the internet, including social media and review sites, were MOST helpful when researching car dealers - surpassing all other mediums.*

*2015 Automotive Social Media Trends Study

81% of car buyers and 83% of service customers said online review sites helped in their dealership selection process*

© 2016 Digital Air Strike| Reproduction Prohibited

Reviews matter MORE than ever


50% of car buyers (up from 45%

YOY) and 50% of service customers ranked review sites as the most influential dealership selection tool.

50% ranked review sites as the most influential dealership selection tool

18% ranked review sites and a dealership’s website as equally influential

16% ranked a dealership’s website as most influential

16% all other responses

Review sites - Most helpful when selecting a dealer


Even more helpful than the dealer’s website*

What does your dealership’s reputation say about you?

Check the review sites showing on Google page 1 & 2 – and FACEBOOK IS A REVIEW SITE!

Online reputation = Advertising insurance

Review responses show your customers that their

business is important to you

RESULTS ü  Facebook page gained 1500 likers ü  Gained 200+ reviews in 2016 ü  DealerRater rating increased from 3.9 to 4.8 stars

ü  Yelp rating increased from 2.5 to 4.0 stars

Kuhn Honda

Tampa, FL

RESULTS

ü  Gained 4,000 Likers in 2016

ü  Achieved 4.9 rating on Google

ü  Achieved 4.5 rating on Cars.com

ü  Cadillac Dealer of the Year award 3 years in a row

Crestview Cadillac

West Covina, CA

Advantage Chevrolet

Bolingbrook, IL

RESULTS ü  Gained 200 positive reviews in 2016

ü  Achieved 4.9 stars with 393 reviews on DealerRater

ü  Achieved 4.9 stars with 714 reviews on Cars.com

ü  Achieved 5.0 stars (Sales & Service) on Edmunds.com

With process & technology, dealers boost their online reputations & generate more leads

50% of recent car buyers visited only one dealership before buying* (and the average for all car buyers is visiting only 1.2 dealerships before buying)


Personalize and add offers to high ranking sites

Stand out from your competitors with dealer-specific graphics

Use every opportunity to keep prospects focused only on your page including custom photos, offers and blocking competitor ads

Engage with customers on social

Showing an active presence MATTERS

Customer near Stewart Chevy Cadillac tweets about wanting a new car

We reach out to customer on behalf of Stewart on same day

Customer tweets back to let us know she bought car from Stewart and our team engages back on same day

Leverage Twitter: Source for new prospects

Strike fast to keep your dealership top of mind!

21% of car buyers use Twitter That number jumps to 30% for 17-34 year olds*

Why does Twitter matter?

16% of service customers use Twitter That number jumps to 28% for 17-34 year olds*


Leverage social advertising

Source: Facebook

Facebook has 20% more accurate targeting than Google* *Nielsen Digital Ad Rating Feb, 2015

Dramatically lower CPC than Google Ad Words

Users check Facebook 15-20x a day

Source: Facebook

The best targeting in digital

Geo

Demo

Social

Purchase Intent Likely to Purchase within 90 days

Ideal Target Audience


First party lead gen technology Leads delivered to your CRM

Leads are sent real time in ADF format to CRM

Name: Gregory Das Email: [email protected] Phone: (714) 423-2458 Model: 2016 Chevy Colorado Offer: $500 trade in cash Time: 5/2/16 10:00am

Facebook Ads + Lead Response = Higher Return

Respond Quickly & Professionally to Drive Conversions

NEW LEAD

Name: Gregory Das Email: [email protected] Phone: (714) 423-2458 Model: 2016 Chevy Colorado Offer: $500 trade in cash Time: 5/2/16 10:00am

Highlight the WHYs in your response

Include: OEM events and incentives, dealership events and special offers, customer reviews, dealership mission statements and anything else that compels a customer to pick your dealership over another

Retarget bounced visitors to reconvert leads

Retarget those customers with relevant ads and make it easy for them to quickly submit a lead right through Facebook

•  Over 50k individuals reached

•  31 Appointments

•  8 Vehicles sold

•  63% sold customers were NEW!

Lead gen results Brown Chevrolet Buick GMC - April 2016

$31,244 gross return!

OEM synergy works

Dealers should highlight OEM incentives and events through targeted ads

Paradise Chevrolet was looking to move the 2016 Cruze with the lease special. They sold 4 leases in one week.

Actively monitor your organic and paid content for comments and questions

Redefining what you consider a lead

Respond to comments from ads that do not appear in your timeline

Target in-market customers with vin specific ads

Target customers with clear call-to-actions: “Call Now,” “Get Directions,” or “Send Message”

Increase website traffic through the “shop now” button that is already included in the ad

Use targeted ads to sell specific inventory

Survey all customers post transaction

On average, Review Surge 4.0 helps a business

increase reviews by approx. 15/month with an average star rating of 4.6

out of 5

Make it easy for your happy customers to post reviews

Have a process and technology in place with all team members (sales and service) to help generate more reviews

Respond to customers to let them know you care

Turn customers around by quickly responding to reviews and show prospects how much customer service matters to your business

Stay front of mind with customers throughout their buying and ownership lifecycle

Customer tweets about her new Equinox and tags Merit Chevrolet.

We respond on behalf of Merit and Melonie favorites the tweet.

Her tweet gets ‘favorited’ by friends making it more visible across the twitter-sphere. Great coverage for Merit Chevrolet.


Discrepancy between other review sites and Yelp

Apple isn’t ignoring Yelp. Why are you?!

Don’t ignore Yelp: Use check-in offers to build loyalty

Retargeting from email campaign for service Target Your Existing database and build loyalty

Your Email Database [email protected]

[email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]

Emails Matched to Active Profiles

Lookalike Audience

Audience Similar to Active Profiles


High Conversion Target Audience previous customers + people that are similar to them

Call-to-action included in ad

Social Media is potentially the MOST powerful influencer of car

buyers – if actively managed. The “cost of ignoring” social media can

turn prospects away without dealerships even knowing!

Request a free marketing budget review, intel report or mystery shop for your dealership, group or OEM:

http://digitalairstrike.com/resources

Contact us: [email protected]

http://digitalairstrike.com/resources

Thank you! Q&A?

DIGITAL AIR STRIKE

Social @ Every Turn

Lori Glenn Sr. Director, Sales & Client Success [email protected]

Sean Wendt Manager, Sales Training [email protected]

Social @ Every Turn

Automotive

Transcript of Social @ Every Turn