Social Scheduling: Maximize Your Social Media With Service Customers

1. Social Scheduling: Maximize Your Social Media With Service Customers Brice Englert General Product Manager @dominiondealer Brice.Englert@drivedominion.com

2. Agenda • Online Marketing: Past, Present, Future • Research • Problems in Social Media and the Service Department • Solutions

3. DD9 – Five steps to a Five Star Reputation The Past

4. Start at the source … retention Five Steps to a Five Star Rep Communicate & ask for reviews Have a winning distribution strategy Track and act Tell the world!

5. Top Digital Trends

6. Mega Digital Domination Digital Trends No Backup Parachute The Reality of Splintered Traffic Vast Consumer Behavior Change

7. Online Marketing Evolution DOMINATION? Land Rush Monetization Innovation 2005 - 2010 2011 – 20XX 1995 - 2000 2001 - 2004

8. The Present - The Gang of 4

9. The Future

10. Do consumers value reviews? • Are consumers more likely to leave a review about Service or Sales? • What reputation / social sites favor Service reviews vs. Sales reviews? • What types of social content is most valuable? Research

11. Consumers Trust Reviews

12. Consumers Trust Reviews Especially those left by people they know!

13. Consumers Trust Reviews

14. Are you more likely to write an online review about buying a car at a dealership or servicing your car at a dealership? Service or Sales • Consumers are 44% more likely to review a sales experience

15. Would you be more likely to positively rate a dealer on buying a car or servicing your car? Service or Sales • Consumers are 109% more likely to review a sales • experience favorably

16. Of a study of over 1,000 reviews for a diverse sample of dealerships, 54% of reviews were on sales v. 38% on service (on average) The Evidence

17. Your Social Engagement SE = Social Engagement R = Reviews RT = Re-tweets M = Mentions L = Facebook Likes tt = Total Transactions

18. Relationship development • *RE-IMAGINE what the service experience should be! • Same old paradigms • Same customers Social Media Problems in Service

19. Same Old Paradigm

20. When you hit a wrong note it is the next note that makes it good or bad • - Miles Davis Understand The Consumer

21. Average dealership has 18,500 email addresses • 8% have serviced in the last 12 months • 86% purchased their vehicle from the dealership • Average active customer record receives 16 emails/year • Average opt-out for dealerships email program is 0.65% Same Customers

22. Engage your customers • Listen to your customers • Re-invent / Re-imagine the service experience • Find more customers Solutions

23. Consumer Engagement

24. Consumer convenience – online scheduling • Interact • Increase the funnel • Make it really simple! • FB Connect • Mobile Engage Your Customers

25. SAMPLE Custom Video Example Click for Example

26. How was your experience? • How did you hear about us, select all that apply: • Where can we improve most – select all that apply: • What would you suggest from us to retain your business for a lifetime? • How do you prefer we communicate with you? • Do you participate in social media? Select all that apply: • FB, Twitter, Yelp, Foursquare, etc. etc. Survey, Survey, Survey

27. Find More Customers Database Conquest

28. Re-Imagine Service Experiences

29. Work, Not Re-Imagined

30. Work, Re-Imagined!

31. Review • Online Marketing: Past, Present, Future • Research • Problems in Social Media and the Service Dept • Solutions

32. Questions? • Brice Englert • brice.englert@drivedominion.com • @briceenglert • 757-512-4419