Toyota Presentation Nov 2010

Welcome!

Ken Thompson & Krista St. Romain

GSFSGroup MissionOur GSFSGroup Field Team will support your efforts

Increase vehicle sales volume

Improve customer loyalty and retention

Reach and maintain your profit potential

What will you hear today?

Importance of Performance Standards

GSFS Highlights

TCUV

News from TFS

Social Media

F&I Best Practices

Performance StandardsKen Thompson

GSFS HighlightsGarth Fletcher

Toyota Certified Used Vehicles

Butch McLeod

Toyota Financial Services Denson Rivers

Social MediaRob Hagen

Social Media Fundamentals: Why’s and How’s to Embrace

Social Media

Social Media: It’s not just about sales. It’s about your bottom line!

Facebook

Surpassed Google As The Most Trafficked Site On The Web

Facebook US Stats

• Per Relative-economy.com, 1 positive recommendation is equivalent to 200 traditional media impressions.

• 78% of people believe pier recommendations vs. 14% of people believe traditional ads

• Consumer reviews are significantly more trusted- nearly 12 times more- than descriptions that come from manufacturers, according to a survey of US mom Internet users by online video review site EXPO. (remarketer, February 2010)

Things That Make You Go Hmmmmm

Things That Make You Go Hmmmmm

• In a study conducted by social networking site myYearbook, 81 percent of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision

Facebook “Fan” Page: Case Study

• Made 36 percent more visits to Dessert Gallery stores each month;

• spent 45 percent more of their eating-out dollars at Dessert Gallery;

• spent 33 percent more at Dessert Gallery stores;• had 14 percent higher emotional attachment to the Dessert

Gallery brand; and • had 41 percent greater psychological loyalty toward Dessert

Gallery.

Desert Gallery

What Exactly is Social Media?

• Old business tool used in a new way: NETWORKING

• Purest form of branding

• Reputation management

• Making friends and influencing people

• Word of mouth

• Top of mind

It’s All About Social Capital• Social networks have value, both online and off.

• Social capitol has real value, both online and off.

• You can “sell” on social networks once you have earnedthe right.

• But, it’s much better to get your customers to sell for you.

Get Your Thinking Straight

• The car dealer is no longer in control.

• It’s better to NOT use social networks than to use them poorly.

• Social networks are NOT a stand in for traditional advertising.

• The less you pitch the more you sell.

4 Steps To Creating A Social Strategy

• Investigate

• Define Objectives

• Choose Actions

• Pick The Platforms

Investigate

• Investigate your market, where are people hanging out.

• Take good notes.

• Use Twitter, Facebook and other local forums.

Don’t Skip This Step!

Define Objectives• What do you want to accomplish?

• A S.M.A.R.T strategy.• Specific• Measurable • Attainable• Realistic• Timely

Reminder: High goals are frequently easier to achieve than a lower ones because they exert a higher level

of motivational force.

Choose Actions• What are the actions you will be performing to meet

your objectives?

• How are you going to build community?

• Will you be blogging? Podcasting?

• Will you be including social media with your offline advertising?

Pick Your Platforms• Don’t put the cart before the horse, chose your

platforms last.

• Which platforms will aid you in completing your actions so that you can reach your objectives.

• Use the notes you took in step one!

20-20-60 Rule

• Spend less time on social networks while still maximizing influence.

• An exact blueprint to engage your fans, followers and connections.

• Gives you a starting point to gauge your social interactions.

Objective

The First 20• Pre tested content• Alltop.com • YouTube.com• PopUrls.com• Google.com/Alerts• Digg.com • Don’t stick just to the car business• Funny is money• Quotes and silly one liners

The Second 20• It’s all about you!

• Mix it up don’t self promote all at once.

• Real time search is in, take advantage. Video

• Link to your blog, your videos, and to your Facebook page.

The 60• 60 percent of everything you do on social networks

should be all about building relationships. • Join as many conversations as possible.• Give good tips, offer advice and help out people in

need.• Listen first then respond. • Give stuff away! • Refer people in your networks to other people in your

networks.• Influencing word of mouth.

Contact Us

• RobH@NextGenDealer.com• NextGenDealer.com• Rob’s Cell: 225-938-0993• Robh@NextGenDealer.com

F&I Best PracticesBart Carpenter