Social Media for Dealerships
Brian FjeldstedDirector of Corporate DevelopmentSocial Dealer
Pg. 51
Using industry-leading automotive technology
Social MediaReputation
SOCIALDEALER is a reputation and social media management platform created to help automotive dealers easily manage their social profiles, customer reviews, content and even engage with consumers, all through one centralized web application.
One Software
STRATEGY FOR SUCCESS
LEAD GENERATION
•Promote
•Referrals
•Retention
•Grow sales
•Connect
w/consumers
•Build relationships
•Grow loyal fan base
•Reach viral audience
SOCIAL MEDIA
•Build buyers’
confidence
•Get more reviews
•Gain public image
•Share positive
reviews
REPUTATION
ATTRACT
CONNECT
CONVERT
What is a Social Dealer?
Where are you?
Why Does Reputation Matter?
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1: Online Reviews
In 2008, customers visited 3.6 dealers before purchasing a vehicle. Today it is less than 1.8 dealers.
73% Of consumers consulted online dealership reviews.
Reviews are used to eliminate dealers!
Source: Yahoo!
2: Reviews & Ratings are in Your Search Results…
The Average Metro Dealer…
Reason 3:
Reviews have gone MOBILEwhere customers can see your reviews instantly!
Reviews are dominant in Apple’s iOS 6 for iPads and iPhones
REPUTATION AFFECTS LEADSReason 4:
A 2.7 Rating between two 5 star dealers
A SUCCESSFUL REPUTATIONSTRATEGY INCLUDES:
RESULTS: Get more reviews, Improve your average rating, and drive more opportunities!
1. Monitor all review sites
2. Use reviews as a means to measure & improve
3.Respond to all reviews
4. Get more positive reviews
5. Promote positive reviews
Reputation Dashboard
Where do you need more positive reviews to bring up your average?
“PUBLIC CSI”
ENTERPRISE REPORTS
Monthly Unique Visitors on Review Sites
Monthly Unique Visitors provided as of 8/20/12 from compete.com
20,900,0
00
33,000,0
00 4,800,000
7,400,00
0
307,000
8,400,00
0
30,700,0
00
Yelp
Google Plus
Cars.com
Edmunds
DealerRater
Yahoo Local
Yellow Pages
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RT Total Reviews by Review Source
26%
15%
4%6%
48%
IS20 GroupGoogle Yahoo
Yelp Yellowpages
Dealer Rater
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RT Total Average Rating by Review Source
Google Yahoo Yelp Yellow Pages
Dealer Rater
IS20 4.61 2.81 2.96 3.77 3.6
0.25
0.75
1.25
1.75
2.25
2.75
3.25
3.75
4.25
4.75 IS20
IS20
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• Respond quickly
• Do not use a template response
• Research before responding
• Use this as an opportunity to learn and improve
Helpful Safety Tips
IN YOUR REVIEW RESPONSE
• Apologize
• Empathize
• How you will rectify the situation.
• Be conversational and be personal.
• Never attack or argue
• Restate your commitment to service
What to include:
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RTGET MORE REVIEWS
Just Ask
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RT In-Store Promotions
GET MORE REVIEWS
In-Store ProcessesGET MORE REVIEWS
• Measure, Review, Change, Repeat
• Touch Point Training
• Inspect What You Expect
• Align Financial Recognition
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