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: Lets 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 Dont 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

Clicking this link will show you how social media has been embraced. Notice the elapsed time.
http://www.personalizemedia.com/garys-social-media-count/

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*

Age
Social Media Users *
Recommend

Products/Brands

18-34 35-44 45-54

18% 18% 18%

55+
*Harris Poll
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129546

24%

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 presence to survive and flourish Fast Company 2010 AutoNation Gets Social

Industry Successes BMW, GM,Toyota

Uses Social Media to Become the Un-dealer

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. Were doing it because were trying to engage with customers.

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 Fridays 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 an Early Adopter or Laggard?

Are You Leveraging Digital Media Opportunities?

Its more than---

Having a Facebook page Broadcasting Tweets Uploading YouTube Videos Blogging without a content strategy Its 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 Wagon

http://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 dont respond, your competitive advantage will be vulnerable

Are You Ready ? Do You Hear the Call?

Lets 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
TV

2. Ask the right questions 3. Go beyond traditional marketing as independent silos; integrate your efforts
Integrate silos

Integrate Your Media

Synergize Build on each other

traditional advertising

online marketing

social public relations

social media

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 someones 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
Monitor

Facebook Global

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

Whos 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

Location Marketing

Foursquare

Prove Media Works

Service Departments have a successful tracking model

Track - Evaluate ROI

1.
2. 3. 4.

Webstats - Google Analytics

Bud URLS Facebook Stats Social mentions

When Do We See Results?

3-6 Months Setup, Positioning

You will
1.
2. 3. 4.

Increase Website Traffic

Increase Dealer Buzz Build Facebook, Twitter Followers Realize referrals

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 dont irritate

Digital Marketing Best Practices-2

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 CurrentDrive Innovation - With daily changes, have experts keep your finger on the pulse

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.