Digital Mar keting Helps You Sell More Cars Creating Value for your Dealership ©2010 Ira Kaufman, President Patsy Stewart, Director Social Media Robert Harper, Automotive Marketing 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 Par t s 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 Integ r ated 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% 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 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 Integ r ate Your Media Synergize … Build on each other traditional advertising social public relations online marketing 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 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 months * 35-54 yr growing fastest, with a 276.4% growth rate* 55+ demo not far behind with a 194.3% growth rate* 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%) Twitter … say it in 140 characters • 105 million registered users • New users signing up 300,000 per day • 180 million unique visitors visit monthly • billion requests a day • Power search engine receives 600 million search queries/day W h o’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 Service Departments have a successful tracking model Track - Evaluate ROI Webstats - Google Analytics Bud URLS Facebook Stats Social mentions When Do We See Results? 3-6 Months Setup, Positioning You will Increase Website Traffic Increase Dealer Buzz Build Facebook, Twitter Followers Realize referrals Digital Marketing Best Practices 1.Commit resources - executive buy-in; staff; training; $$ Build on what you are doing - Incorporate social media to leverage current marketing Listen, Plan, Test - Monitor digital buzz, what customers are saying; create your strategy and then test it Develop competitive edge – as an early adopter you can define your position Be consistent, not overpowering Maintain your Brand; increase your digital presence, but don’t irritate Digital Marketing Best Practices- Develop, maintain relationships Touch your potential car buyers and customers with regular alerts on new inventory, service advice/coupons Integrate - Weave your TV, radio with mobile, and social media Measure - Monitor your company's “digital chatter” and presence 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 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.” About the Presenters Ira Kaufman, President, Ira challenges owners and senior executives to clarify their goals and translate them into a consistent Brand and Integrated Media Marketing Strategy He combines 30 years of rich experiences with businesses and nonprofits to guide them to leverage the power of social media for marketing, recruitment and organizational development Ira collaborates with a team of experts to design interactive environments to create long term business value by integrating traditional advertising, online marketing, public relations and social media His strong values and sensitivity to organization innovation and change are the foundation of his work Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs Patsy Stewart, Director Social Media and Training, Patsy is responsible for designing and implementing social media strategies as part of an Integrated Media Marketing plan She specializes in working with clients to generate conversations that create relationships Patsy is well known throughout Virginia as a speaker, trainer and thought leader in Social Media She managed a recruitment team that was recognized as one of the top 50 recruiters nationally using Twitter/social media She is a national speaker, contributor to business publications and she authored the ebook, "How to Grow Your Digital Footprint" Robert Harper, Automotive Marketing Strategist, Robert is a 36 year automotive veteran Prior to joining the Entwine team, he was President of Miracle Ford, Senior Vice president of the Berglund Automotive Group, operated his own consulting business, and was co-owner of Dave Sarmadi Mitsubishi. He has worked with auto advertising budgets from $200,000 to $3.5 million/ year www.entwineinc.com