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Fundamentals of Internet Structure

Fundamentals of Internet Structure. How to build a successful Internet department from the ground up. Who are these so-called experts?. Anthony Bartoli Sales Director, Don Brown Chevrolet Richard Lucy eMarketing Director, Tim Dahle Nissan How did Anthony and Rich meet?

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Fundamentals of Internet Structure

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  1. Fundamentals of Internet Structure How to build a successful Internet department from the ground up

  2. Who are these so-called experts? • Anthony Bartoli • Sales Director, Don Brown Chevrolet • Richard Lucy • eMarketing Director, Tim Dahle Nissan • How did Anthony and Rich meet? • Early Conferences

  3. BuzzwordNoun: an important-sounding usually technical word or phrase often of little meaning used chiefly to impress laymen. (Merriam-Webster) • “Website” • “Autoresponder” • ”ILM” • ”3rd Party Leads” • ”Flash” • ”Metrics” • ”SEO”/ “SEM”/ “Microsites” • ”Google Analytics” • ”VSEO” • ”Chat” • ”Blog” • ”Mobile” • ”Social” • ”Transparency” • “ZMOT” • “Moneyball” • ?????

  4. Okay, so who’s going to do this stuff?! • Hiring • Training • Expectations

  5. Organization? Please…this is the car biz!Internet Department Structure • One Man Internet Department • Internet Team • Internet Store

  6. We have the tools! We have the talent!Internet Process • Metrics • Response Time • Responses • Phone Calls • Emails

  7. Vendors • Know every vendor • Use Vendors to attack specific issues • Maximize Vendors • What do they offer in addition to what’s obvious? • Build Relationships into Partnerships • Get a report from every vendor and create the same report in your CRM. Do they match?

  8. GM/Dealer PrincipleYour Backup Should Be You • Do you have access to every tool? • Do you have the ability to lock anyone out? • Either you’re in or you’re out. • The cost of waiting.

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