Digital Marketing Helps You

Sell More Cars

Creating Value for your Dealership

Our Objective:

Address Dealer Pain Points

• Better returns on Advertising $$

• Boost 15% average customer retention

• Reach markets where they gather

• Protect against salesman personal branding

Four Parts

Part 1: Beyond the Social Media Revolution

Part 2: Auto Dealers…. Value of Social Media

Part 3: How Do You Leverage Digital Media?

Part 4: Let’s Start--Digital Marketing Plan

Digital Media Revolution

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Rupert Murdoch 79 yrs old

net worth $6.3 billion

global media empire –

175 newspapers, Fox Network,

35 TV stations reach 40+% countries;

internet Hulu.com; MySpace ; Dow Jones

Integrated Digital Marketing

• Weaves traditional advertising (TV,

radio, print, direct mail), online, PR,

social media, mobile, outdoor digital

• Technology has re-shaped people's

lives and re-defined how we work

Customers Don’t TRUST

• 95% do not trust advertising

• 8% trust what companies say about themselves

• 17% believe companies take what they say seriously

Alterian Research May 2010, Your Brand: At Risk or Ready for Growth?

Social Media Live Update

http://www.personalizemedia.com/garys-social-media-count/

Clicking this link will show you how

social media has been embraced.

Notice the elapsed time.

Social Media Impacts

Your Market

• Facebook 400+ million active users

• Twitter 105+ million users

• LinkedIn 65 million users

• YouTube over 2 billion views / day

Social Media Demographics

• 75% Adult Internet Users use Social Media Nielsen, June, 2010

• Avg visitor spends 66% > time than 2009 Nielsen, June, 2010

• 80% female Internet users fan a brand on a social network www.marketer.com

• 18% Internet consumers start their research with social media Nielsen

*

Social Media Usage by Age

*

Social Media Users

Recommend Brands*

*

AgeSocial Media Users

Recommend

Products/Brands

18-34 18%

35-44 18%

45-54 18%

55+ 24%

*Harris Poll http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129546

Where is Your Target Market ?

• 2009, Boston College stopped giving Freshman email addresses*

• 90% of those that can TIVO ads, DO!*• 24/25 of largest newspapers experienced significant

decline in readership*• Young professionals

– 82+% use social media and texting** – 15% purchase influenced by social media**

*Socialnomics 2010

**ExactTarget 2010

Traditional Marketing…

Less and Less Effective

• Traditional marketing focuses on TV, Radio, Outdoor, Print, Direct Mail

– blast your message to a mass audience

– hope that someone receives it in that instant, and will pay attention.

– all your competitors are essentially doing the same thing

– your strategy is to shout louder and more frequently (as you can afford), to drown out your competitors’ message

– Infrequently get feedback from your prospects, communication is primarily one way

Social Media Marketing

Focuses On…

• Meeting your prospects where they are

• “Getting found” by prospects and buyers, at the time and place of their choosing

• Developing relationships which last beyond the instant of contact

• Interacting with prospects with engaging content

• Converting prospects depends on providing value

Will Automotive

Dealers Embrace

Digital Media?

• Manufacturers are active in digital media

• "2010" – “dealers will increase digital presenceto survive and flourish” Fast Company 2010

• AutoNation Gets Social

Industry Successes

BMW, GM,Toyota

• 239 dealerships across 15 states• Sells more vehicles via Internet than any

other auto retailer

• “When we look at social, it is not about selling cars or making offers.

We’re doing it because we’re trying to engage with customers.”

Uses Social Media to

Become ‘the Un-dealer’

2009 J.D. Power and

Associates Automotive

Internet Roundtable

Social media:

• reaches more potential new-car buyers than Google

• positions dealers to find potential new-car buyers

• Warning-- overt advertising on social networks is likely to be viewed negatively by consumers

Customers

Share Their

Experiences

Customer Feedback

Creates Viral Awareness

without One Dollar of

Traditional Marketing

• People trust corporations less - allow others to create trust

• Reach out to those who are listening; let them talk for you

• Let others know that you are a real, passionate person about what they do and the Ford Brand

• Run a competition involving Social Media

• Post user content without editing it!

• Use multiple social media channels to create digital buzz

• “Get On Board” executive team, board of directors

Leveraging Social Media

• Most marketing $$ focus on 20% who are buying

• GM targets the 80% not in the market to purchase

• Strategy- engage those 80%

– listen to what they want

– drive innovation in products

– take action on what is learned

• GM wants brand managers, engineers and other GM workers engaging with customers via social media

• Then they will reach the 80% of customers who are not currently in the market to buy

Nissan Leaf

Integrates iPhone, YouTube, Blog

http://www.youtube.com/watch?v=a-_xa_m7MXU

171,000 views in 6 days

Our Challenge is

Consumer Trust

• “our positive customer reviews provides us with tremendous credibility.

• web traffic has increased by 40 %,

• nearly doubled our monthly sales,

• having one of our best months, when the industry is experiencing one of its worst.”

General Manager

Auto Dealers

Embrace

Mobile Messaging

• Universal City Nissan (Los Angeles) boosted sales by using mobile codes. “We get as many as 20 to 30 text

inquiries when we run the radio spot.”

• Honda Mall of Georgia (Atlanta suburb) “The cellphone is

the most direct way to market. It creates walk-in traffic and inquiries…

– appeals to ages 18-40.

– customers want information without talking to a salesperson.

– tracks results of advertising and interest in particular vehicles…. I know who is looking at a specific car today!”

Mobile Drives Service!

Southwest VA Ford Dealer only had 5 cars in for Friday’s service work

• Database: 178 opt-in

• Sent text out on a Thursday around 3:30pm

• Text: “Oil change w/ rotation $23.95 Friday only call now to book your appt. 555-2233”

• 8 people responded quickly-they retained these customers

• Average service ticket was $171 !!!

• $1368 additional revenue!

Auto Dealers, 65+% Not Active

Clearly There is Value !

The Question is not IF your dealership

will adopt Digital Media…

But WHEN?

This a repeat of the Internet Revolution;

Will you position your company as anEarly Adopter or Laggard?

Are You Leveraging

Digital Media Opportunities?

It’s more than---

• Having a Facebook page

• Broadcasting Tweets

• Uploading YouTube Videos

• Blogging without a content

strategy

It’s Digital Media Optimization

Has Your Ad Agency…

introduced you to digital media ?

leveraged your TV, radio with digital media?

demonstrated competitive advantage, marketing

opportunities with digital media?

Traditional Media Changes

Past 20 Years

1. Significant expansion of traditional media channels with greatly reduced reach

2. Increased $$ to reach same % of market with same # of impressions

3. Decreased # of potential audiences (youth, women, executives) accessible via traditional media

Dealers need an Digital Marketing Strategy

Are You Listening to Your Company

Chatter?

• Google Alerts

• Twitter search

• Facebook newsfeed and status updates

• LinkedIn Q & A

• Google Blog search

What Are They Saying?

4.2 Million Views

Leveraging Them?

Toyota Swagger Wagonhttp://www.youtube.com/sienna

Facebook Should Be Interactive

NOT One Way

Facebook Should Be Engaging

If you act in new ways, you

will realize new results

• In 2010 auto dealers will Integrate Digital Marketing to realize a powerful edge

• If you don’t respond, your competitive advantage will be vulnerable

Are You Ready ?

Do You Hear the Call?

Let’s Start

Where are your customers?

• Are you where your customers are?

• Are you engaging them?

What are your results?

• Are your current marketing efforts maximizing results?

Digital Marketing

Strategic Imperative

1. Develop a Roadmap to

navigate the world of

digital media

2. Ask the right questions

3. Go beyond traditional

marketing as independent

silos; integrate your efforts

TV

Integrate silos

traditionaladvertising

online marketing

social media

social public relations

Integrate Your Media

Synergize … Build on each other

Assess Your Digital Footprint

1.Google your company

name

2.Print 1st two pages

3.Track social mentions

4.Evaluate the search

engine optimization

results Traces left by someone’s

active and passive activity

in a digital environment

Dealer Touchpoint Map

Objectives:

Promote sales, service

Current Tactics:

TV, radio, direct mail, PR

Increase Touchpoints using:• Blog articles, • Youtube Channel• Twitter• Facebook• Social PR• Search engine optimization

Touch Your Customers

Should You Use Facebook?

Yes! Facebook is the #1 social destination

Surpassed Google as #1 Trafficked Site

Reaches 217,440 within 50 miles of Roanoke

and Lynchburg

41% penetration among internet users Facebook Global

Monitor

Users spend 7hrs+ per mo The Nielsen Company

25-34yr demo doubling every 6 months *

35-54 yr growing fastest, with a 276.4%

growth rate*

55+ demo not far behind with a 194.3%

growth rate** Facebook Demographics 2009

What are FB Users

Looking For?

• Getting news or product updates (67%)

• Having access to promotions (64%)

• Viewing videos/music (41%)

• Submitting opinions (36%)

• Connecting with other consumers (33%)

Pace University study, 12/08

Twitter… say it in 140 characters

• 105 million registered users

• New users signing up 300,000 per day

• 180 million unique visitors visit monthly

• 3 billion requests a day

• Power search engine receives 600 million

search queries/day

Who’s on LinkedIn?

• 65 million Professionals

• Avg income $109k

• Avg age 37 - 52

• Entrepreneurs – 31%

• Executives – 18%

• Decision Makers – 42%

• 61,300 professionals --

Roanoke 75 mile radius*From LinkedIn.com Advertising

Foursquare

Location Marketing

Prove Media Works

Track - Evaluate ROI

1. Webstats - Google Analytics

2. Bud URLS

3. Facebook Stats

4. Social mentions

Service Departments have a

successful tracking model

When Do We See Results?

You will

1. Increase Website Traffic

2. Increase Dealer Buzz

3. Build Facebook, Twitter Followers

4. Realize referrals

3-6 Months Setup, Positioning

Digital Marketing

Best Practices

1. Commit resources - executive buy-in; staff; training; $$

2. Build on what you are doing - Incorporate social

media to leverage current marketing

3. Listen, Plan, Test - Monitor digital buzz, what customers

are saying; create your strategy and then test it

4. Develop competitive edge – as an early adopter you

can define your position

5. Be consistent, not overpowering - Maintain your

Brand; increase your digital presence, but don’t irritate

6. Develop, maintain relationships - Touch your

potential car buyers and customers with regular alerts

on new inventory, service advice/coupons

7. Integrate - Weave your TV, radio with mobile, and

social media

8. Measure - Monitor your company's “digital chatter”

and presence

9. Evaluate your ROI - Evaluate, readjust your tactics

to meet goals

10. Keep Current…Drive Innovation - With daily

changes, have experts keep your finger on the pulse

Digital Marketing

Best Practices-2

Digital Solutions - a taste!

• Create BUZZZ

– Crowdsource contest “improve customer service department”

• Create an Attention Getting Event

– Peoria AZ 150 car challenge

• Create Loyalty Program

– JD Power, “Loyalty is the #1 marketing tool for the automobile dealer.”