brickell honda buick gmc social media marketing strategy presentation to the tls automotive social...

Leveraging Social Media to Attract

More Customers for Less

Thought Leadership SummitAutomotive Social Media Summit

June 15, 2011

Mario MurgadoPresident & CEOBrickell Motors

Leveraging Social Media to Attract More Customers for Less

Generate traffic and leads at a lower cost Convert Social Media leads into sales Communicate with thousands of customers for free Build a high quality customer database Reinforce the brand throughout the Social Media community Improve natural search engine results Strengthen their online reputation Promote community involvement / support of worthy causes Increase customer and employee satisfaction and retention

Brickell MotorsIntegrated Social Media Marketing

My Engaging

Social Brand

Blog

Facebook Page

Twitter

Google Places

Picasa/Flickr

Quora

TEDLinkedIn

Website

Groups

Interesting Associations

YouTube

SlideShare

Cultural Shift

The Social Web/UGC Shift is a Fundamental Change in American Society, Culture and Media Consumption Characteristics…

Social Media DashboardProvides centralized account/profile access and

monitoring

MyMiamiHonda.com

http://www.mymiamihonda.com/

BrickellHonda.com

http://www.brickellhonda.com/

PhoneFlow

Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)

Brickell Honda Story, Article

or News

DEALERSHIP SPONSOREDSOCIAL NETWORK

(community)

Social Media Marketing Tools and

AnalyticsHOW DO YOU

KNOW WHAT AND HOW TO

INTEGRATE AND THEN MEASURE IF

IT IS GETTING RESULTS?

Manage Your Current Profiles

Brickell Honda’s Social Media Management Dashboard set up by Tier 10 Marketing allows quick comparisons of the latest rankings and SEO authority for over 500 User Generated Content (UGC) sites allowing Brickell’s Social Marketing team to quickly determine where content placements will reach the most consumers in the Miami area…

As seen in this example, when comparing Viddler to Howcast, which was shown in the previous screen, Brickell Honda can reach more consumers and gain more SEO rank and authority by placing videos on Viddler first, then on Howcast if there is time available… However, based on the pop-up description provided for Howcast, we also know that is the Brickell Honda video is a “How To” video, then it would be more relevant on Howcast!

SLIDESHARE.NET

The professional marketer’s secret weapon now has lead generating

capabilities!

www.Slideshare.net/Brickell_Honda

Does your Facebook Page represent your dealership’s

brand and current promotions?

www.Facebook.com

/BrickellHonda

http://www.facebook.com/BrickellHonda

Send an Update

www.Facebook.com/BrickellHonda

There are many ways to use Facebook as a means of communicating and maintaining relationship with customers. The use of Fan Page Updates is a key method to turn Fans into ales, referrals and recurring service drive revenue…


www.Facebook.com/BrickellHonda



2012 CivicGive Away

Does your YouTube Channel represent your dealership’s brand

and current promotions?

Content Distribution Hub Site

• Application Layer Integration

• Automated Syndication (RSS/widgets)

• User Triggered Syndication

• Manual Placement (copy & paste)

www.MyMiamiHonda.com

http://www.mymiamihonda.com/

After I click the “Share” button below a photo in Brickell Honda’s MyMiamiHonda.com social network, a new window automatically pops open and Facebook recognizes me, has me already logged in and the photo’s headline, description and thumbnail is preloaded and ready to go… I add a comment in the box at the top explaining why I am sharing this Honda dealer’s image because it shows a business reinvesting in the local community… Wouldn’t you? If user is not in the mood to type, they can just click the “Share” button on the bottom right…

When I was dropped back into MyMiamiHonda.com, I clicked on the Twitter link… With that one click of my mouse, the site’s syndication integration pushes a status update to the Miami Honda Twitter account, ready to share with customers, friends, family, coworkers (Twitter followers) in a nicely pre-populated message… With a link to the photo!

When a consumer wants to share content from MyMiamiHonda.com on Twitter, they click the Twitter link… With that one click of my mouse, the site’s syndication integration pushes a status update to their own personal Twitter account, ready to share with friends, family, coworkers (Twitter followers) in a nicely pre-populated message… With a link to the photo! In this example, the visitor to MyMiamiHonda.com shares Mario Murgado’s photo from the Brickell Honda Toy Drive with 3,063 Twitter Followers…

What about Search Engines?

Will Social Network pages, blogs, etc. be indexed by Google?

Is there any value to references made about our dealership and the anchor text links that we put into our profile pages?

Brickell Social Media Profiles in Search Engine Results Pages (SERP)… Measured in “Pages” rather than “Position”!

SERP #1

SERP #1.5

SERP #2

100% Brickell Motors

controlled or Owned sites

SERP #3

90% Brickell Motors


SERP #4



SERP #5



SERP #6



SERP #7



SERP #8



SERP #9



SERP #10



Facebook Advertising?1. Set Up a “Profile” for each Dealer/Owner2. Create a “Group” for your Franchise/Brand3. Create a “Fan Page” for your Community4. Post Links to dealer eCommerce site content items

Ads were seen 7,201,334 times by Facebook members who live near the dealership…

1,730 of those Facebook members clicked on one of the two Facebook display advertisements… $1,595.25 spent for the Facebook Ad Campaigns, each customer visit to our community site or Fan page cost 92 cents (CPC).

To show Facebook members our dealership ads each 1,000 times (CPM), cost 22 cents…

My Approach• Customers are expecting more• The Internet has become mainstream• We are the #1 rated dealership online

Honda

Brickell Performance

MAY Year To Date Total

2011 2010 %+/-Potamkin Honda 390 381 2.36%

Delray Honda 768 768 0.00%Pompano Honda 721 895 -19.44%

Honda South 920 1007 -8.64%Braman Honda 1699 1862 -8.75%

Maroone Honda-Broward 852 1040 -18.08%Braman of Palm Bch. 892 1057 -15.61%Coral Springs Honda 1296 1280 1.25%Ed Morse-Lake Park 888 908 -2.20%

Maroone Honda Miami 1265 1464 -13.59%Largo Honda 651 697 -6.60%

Brickell Honda 931 841 10.70%Coggin Honda 272 0 #DIV/0!Holman Honda 579 555 4.32%Johnson Honda 457 0 0

Rick Case Honda 1926 1862 3.44%TOTAL 14,507 14,617 -0.75%

Year Total2010 2009 %+/-

877 1170 -25.04%1819 1310 38.85%2025 2048 -1.12%2367 2345 0.94%4458 3866 15.31%2289 2492 -8.15%2381 2354 1.15%3100 2993 3.58%2286 2225 2.74%3585 2953 21.40%1615 1763 -8.39%

2086 1700 22.71%

1403 1307 7.35%158 0 #DIV/0!

4801 4593 4.53%

35,250 33,119 6.43%

Year Total2008 2009 %+/-

1293 1170 -9.51%1377 1310 -4.87%2693 2048 -23.95%2847 2345 -17.63%4632 3866 -16.54%3022 2492 -17.54%2538 2354 -7.25%3473 2993 -13.82%2358 2225 -5.64%3983 2953 -25.86%1902 1763 -7.31%

1362 1700 24.82%

1548 1307 -15.57%

5000 4593 -8.14%38,028 33,119 -12.91%

GM


MAY YEAR TO DATE TOTAL2011 2010 %+/-

Palm CBG 0 85 -100.00%

Brickell BPG 260 158 64.56%Carl's BPG 175 164 6.71%Coral Springs BPG 210 96 118.75%DeVoe BPG 0 198 -100.00%Dixie BPG 0 176 -100.00%Doral BPG 241 178 35.39%Ed Morse Sawgrass 200 160 25.00%Linus KBG 103 72 43.06%Schumacher BPG 286 196 45.92%Schumacher CBPG 304 265 14.72%Sheehan PG 400 348 14.94%Sherwood BPG 268 180 48.89%Vera BG 211 157 34.39%Roger Dean 118 0 0Lehman BPG 139 0 0Williamson BPG 294 160 83.75%

TOTAL 3,209 2,593 23.76%

YEAR TOTAL YEAR TOTAL2010 2009 %+/- 2009 2008 %+/-

168 124 35.48%

409 23474.79% 234 317 -26.18%419 315 33.02% 302 279 8.24% 331 551 -39.93%395 462 -14.50% 352 477 -26.21% 455 396 14.90% 399 501 -20.36%458 314 45.86% 213 210 1.43% 597 438 36.30% 702 463 51.62% 903 578 56.23% 803 958 -16.18%494 335 47.46% 446 112 298.21% 189 236 -19.92%

61 0 #DIV/0! 42 100 -58.00% 100 250 -60.00%

524 193 171.50%

6,940 5,492 26.37% 2,5183,86

6 -34.87%

2011 1,7172010 3,611 2009 2,849 2008 2,689 2007 3,084 2006 2,883 2005 2,985 2004 2,615 2003 2,909 2002 2,165 2001 (May 22nd thru

Dec) 1,014 2001 (Jan 1st thru May

21st) 22528,520

343 Tracking 4123 14.09%

301 26.76%237 5.95%224 -12.83%257 6.99%240 -3.42%249 14.16%218 -10.09%242 34.35%180 24.55%145 264.84%57AVG % +/-

BRICKELL MOTORS Growth 2001 to Present


12 Examples of Integrating Social Media with Traditional Marketing

1. QR Code on Back of Business Cards – department landing pages

2. Add Facebook/Twitter/Ning Widget /plugins to website or blog3. Show Twitter stream on website – Dealer name as search

term4. Use buttons in footer, contact us page and sidebar of

website5. Add Share/Like/Tweet buttons on inventory listings in website6. Include links on your business cards7. Include info in email signature file8. Add Social Hub URL to voice mail messages (office and

cellphone)9. Include Social Hub URL info on invoices and receipts10. Incorporate Social Hub URL in radio and television

commercials11. Add Social Hub URL to all printed brochures and catalogs12. Include articles/content info in monthly eNewsletters

13 More Examples of Integrating Social Media with Traditional Marketing! (25)

1. Place Facebook/Twitter logos on t- shirts, canvas bags, umbrellas, hats

2. Include Facebook/Twitter/Ning info on menus and place mats3. Include on lease vs buy comparison proposals and worksheets4. Add Facebook/Twitter/Ning info on billboards5. Include Facebook/Twitter/Ning info with hours on showroom doors6. Add Facebook/Twitter/Ning everywhere phone number is listed7. Include on autoshow displays8. Add to collateral marketing pieces (pens, notepads, rulers, etc)9. Add links to other social networking profiles (Facebook, Twitter,

LinkedIn, Foursquare, Yelp, Ning, Knowem, Google, Bing, Yahoo)10. Include links in PowerPoints/PDF’s loaded onto Slideshare.net11. Include links on YouTube uploads using annotations12. Include social networking links within targeted Direct Mail

campaigns13. Remind customers to follow you when they call service/parts

Thank You