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Social Media Marketing 2013: The Secrets to Build Genuine Fans, Generate Leads
and Close More Sales to Your Social Customer
www.poada.biz
Kathi KruseOwner
Nick ZulovichModerator
Kathi Krusekrusecontrolinc.com
@kathikruse
Social MediaMarketing
The Secrets to Build Genuine Fans, Generate Leads & Close More Sales to Your Social Customer
2013
What, Why & How
Shift Happens
©Eric Miltch
Just let this sink in for a minute:
Auto Retail 2013
•Targeted Marketing•Relationship Building•Self-Published Content
Social Media is
Word of Mouth...Digitized
How do you buy?
Today’s customer
doesn’t just buy what you sell.
They buy WHO YOU ARE.
The Social Shift: Daily Operations
Be Where Your Customers Are
1. Clear objectives2. Great design3. Solid content strategy (what you’re
going to post)4. Promotion strategy (how you’re going
to continually increase your fans/followers)
5. Engagement strategy (how you’ll respond to fans and build community)
6. Conversion strategy (how you’ll turn your fans into customers)
6 Elements of Social Media Marketing
The most frequently checked website on the
Internet. 852 million daily logins
25% log in five times a day (Edison Research)3.2 Billion Likes & Comments everyday!
Top Reasons People Like Your Page
• They’re already a fan in real life & want to show their affiliation
• Get exclusive deals & discounts
• Their friends like your page
• Your posts are engaging & highly sharable
“If I tell my Facebook friends about your brand, it’s not
because I like your brand but rather because I like my friends.”
Greet Visitors Right: Timeline Cover
What NOT To Do
Cheap, Effective Facebook Ads
Design Matters
Social Proof AdsIncrease Conversions
Facebook Offers
Promoted Posts
Capture Leads with Landing Pages
Awesome Content Drives It All!
•Relevant•Human•Interested•Helpful•Teach, Don’t Sell
•Be Social
Successful Content Marketing Strategy
Brand DiscoveryAnswer These Questions:
1. Who are YOU?2. Who is your CUSTOMER?3. What is your GOAL?
• Consistent with Brand?• Self-Published • Relevant Non-Auto Content• Thought-Provoking Questions• Cross-Promotion• Sales & Service Specials• Customer Loyalty/Appreciation
What to Post:
• 2-3 Times/Day (Generally)• Morning, Lunch & Early Evening• Let the Audience Guide You
When to Post
Tools to Manage Your Time
• Google Reader• Post Planner• Heyo
Personal Branding
Twitter Marketing
Twitter.com/search
Search Results
What are people saying about your Competitor….or YOU?
• Conversational• Person to Person• Impactful
What Twitter IS:
• Facebook• Broadcasting Tool
What Twitter is NOT:
Build Credibility & Trust
• Grow Followers• Share Relevant Content • Engage (Converse)
Branding Matters
Broadcasting. Infrequency.
Conversation Matters
Personal Branding
Leverage Tools
• Google Reader• Bitly.com (URL Shortener)• Hootsuite• Refollow.com
•Likable Expert•Engagement•Influence•SEO•Staff Participation•Generate Leads
Dealership Blog
Wordpress
Best Blogging Platform:
• Self-Hosted Version• Influence• Comments• Leads
• Next Generation of Search• Knowledge (not just
information)• Big Data….Contextualized
Google Knowledge Graph
• Catchy Headlines• 250 to 500 Words• High-Quality Optimized Content• Frequent Updates• Relevant Image/Videos• Staff Participation• Comments
Characteristics of Successful Blog
• Solve a Problem• Customer FAQs• Spotlight Local Happenings• Employee Milestones• Legacy• Dealership Causes• Video Blog
What Do We Write About?
“In one month we saw 296% increase in traffic clicking to get a price.”
Leads
Personal Branding
“If a potential customer has read 30+ pieces of your OWN
content, you have an 80% better chance of closing the
sale.”
Social Media &Your Online Reputation
Your Online Reputation Lives Here
“Used Car Nightmare”
“Used Car Nightmare”
“Used Car Nightmare”
• Over 130,000 views• Over 200 comments •$7000 car•Conflict Resolution Process?
Fallout over 2 years later?
• Video & Website still on Google page ONE• Links on dozens of consumer sites• Hundreds of articles online• Reviews on Yelp & Google• Customer active on Social Media sites
How much has that $7,000 vehicle cost
them?
Negative Review...Positive Experience
Leverage your already-existing Conflict Resolution Process
When to Respond• You genuinely need to make amends• They’re missing the facts• When the review develops legs• The person is angry with you, not just life• When someone else reads it & is offended for you.
How to Respond•Quick is 1st priority•Listen•Remain calm•Be authentic•Speak like a person•Promise to be better
Social Media Success:
Internal Process & Staff Participation
Community Manager
“In the future, every employee will be trained on Social Media. They'll
produce content & build lasting sales relationships with the Social
customer.”Kathi KrusePOADA Webinar 12/4/12
Be Proactive (Not Reactive)
•Awareness•Train•Engage•Motivate•Recognize•Reward
Internal Process:
Social Media Policy
Head Off Trouble
Subscribe: Kruse Control Blog
krusecontrolinc.com
Kathi KruseSocial Media Coaching & [email protected] 714.251.6440
Thank You!
Facebook: kathikruseTwitter: @kathikruseLinkedIn: krusecontrol
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