SUPERIOR HONDA OF OMAHA

Social Media Strategy

Research – By the Numbers

Dealership Facebook Twitter YouTube

Woodhouse 910 N/A 19,100

H&H Chevrolet 760 1,473 21,340

Atchley Ford 310 30 0

Nissan of Omaha

76 N/A 7

Superior Honda of Omaha

58 N/A 144

O’Daniel Honda 44 N/A N/A

There are almost 440,000 potential Facebook Fans over 18 in the Omaha Metro Area

Research – Social Review Sites

• Customer Relationship Management

• Brand Management

• Conversion Support

• Search Engine Optimization

Goals for Superior Honda

Goal One: Customer Relationship Management

Engagement Even a loyal customer may only purchase

every 2-5 years Relationship touch points are scarce

Customer Service Customers will trust a repair center if a

relationship exists Letting community speak for you is

powerful defense to possible complaints

Goal Two: Brand Management No gatekeeper

Can announce charity work and community

involvement directly to fans

Link to supported charities

Share press releases and coverage from the local

and national website

Share positive reviews from around the web –

including ratings sites

Goal Three: Conversion Support Promotion

Creates Top-of-Mind Awareness

Highlight Specials and Advertisements hours before

high-volume times

Brand Management

Provide information that reinforces Honda brand

Friend recommendations are extremely valuable

and very easy to encourage on social media

Goal Four: Search Engine Optimization

Social Search

When signed into account, Google uses information from your

social circle to inform the search

For Example – signed in Used Cars in Omaha – 4th place

not signed in – Used Cars in Omaha – 10th place

Review Rating

Google Places includes review section

Superior Honda ranks as number one Omaha Honda Dealer

4+/5 stars on dealer rater (ranks high when looking for Honda

Omaha reviews)

Facebook will act as another space to play these reviews up

Building a Community

Why do users “like” a page?

40% to receive discounts and promotions

39% to show my support for the company

to others

36% to get a “freebie”

34% to stay informed about the activities of

the company

Building a Community

Tactics for increasing fan count on Facebook

Provide incentives for customers to fan and tag the

page

Take photos of all new owners and post on Facebook

Personal message from sales person thanking them and

inviting them to tag the photo

Giveaways of Superior Honda Gear

Tell us why you love your Honda – get your friends to vote

for your post

Engaging the Community

Tactics for engaging with fans

Games that reward active community members

and support branding

Trivia Games about Honda and Superior

Bingo – Highly Shareable

Community-based link with question is best way to

encourage conversation

Monitor links CTR in addition to comments and likes

Benefits of an Engaged Fan

Top-of-Mind Awareness Average person spends more than an hour

a week on Facebook – more than any other site

More likely to see/share content Edge Rank Viral content

More likely to trust content provided by Superior Trust reviews and opinions

Turning a Customer into a Brand Ambassador

Provide incentives for referring and posting said referral online – create on and offline brand ambassadors

Ensure that most posts are shareable Make the ask

Ask buyer to tag themselves in photos Encourage fans to post about positive

experiences

Turning an engaged fan into a customer

Deliver product information with sales

tone just before high-volume sales times

No more than once a week

Provide promotions for more immediate

purchases by service department

Example Content Calendar

Twitter

Linking accounts allows for two channels

with little extra effort

Twitter is integrated into search results

Increases chances that messages are seen

YouTube

Most local auto dealers syndicate

content from the national car companies

Take advantage of the Honda page by

linking directly to it from the Facebook page

Take local videos from sponsored events

and employee testimonials

Key Social Deliverables

Increase total number of “likes” to 1,000 in a 12 month period 75-80% local (average local fan percentage for

retail businesses is less than 20%) Average CTR of 10%

Year end goal as content becomes more personalized Create strong community of brand

ambassadors Monitored through sentiment tracking

Monitor use of Facebook in conversions through socially conducted surveys.