tackling reputation management listeningmeasuringengaging 73% of consumers said they would be likely...

Tackling Reputation Management

Listening Measuring Engaging

• 73% of consumers said they would be likely to use dealership reviews and rankings for future vehicle purchases. 2007 Dealer eBusiness Performance Study, Cobalt (Y! and R.L. Polk)

• 21% of consumers have switched dealerships because of reviews 2007 Dealer eBusiness Performance Study, Cobalt (Y! and R.L. Polk)

• 1 star increase on YELP can produce a 5-9% increase to revenue 10/5/2011, Harvard Business School

Ford’s 2010 Reputation Management Checklist

1. Create a Facebook page for the dealership

2. Create a Twitter account3. Create a YouTube account and upload a

30-60 second “why buy here” video tagged with your dealer name

4. “Claim” your business on Google Maps, set hours

5. Set up Google Alerts to track brand mentions

2011 Reputation Management Checklist

1. Encourage Facebook “Likes”, Google “+1’s”2. Reply to Twitter and Facebook feedback3. Respond to Google reviews4. Create and claim Google+ business page5. Claim your FourSquare

Why does Google Matter?

1) Search 2) Mobile 3) Social (Google+)

Google Maps Reputation Management

Post

Monitor

Respond

Google+

• 62 million strong (12/13/2011, 625,000 / day)• Google still top two search engines• 700,000 Android activations / day December 2011, Andy Rubin Google VP

• Sign up for Google+, have employees “+1” your links• Website• Review Sites• Ads• Videos

• Add the +1 button to your website• Send bulk to customers with @gmail.com to +1 and post review

Why Does Facebook Matter?

+800 Million People Twice as much time spent then Google

How to Respond to Inquiries

- Can add a location without postcard / phone verification- Incentives based off activity- 4,584 customers have “checked in” to Twin Cities Ford contacts

2012 Reputation Management Checklist

1. Branded Facebook, Twitter, YouTube page with content

2. Social integration to your website (+1, like, share) for search and relevancy

3. Strong review strategy

Nick Cybela (Digital Nick)Digital Marketing Manager

(952) 484-7759ncybela@flmdmc.com