[case study] converting social conversations into leads in real-time
DESCRIPTION
Can social media drive ACTUAL leads for auto dealerships? We think seeing is believing. Most dealerships have heard how many prospects are talking about buying a new car online each day, but it's difficult to grasp large, intangible statistics. In this case study, we'll watch social conversations taking place online in real-time and break down how dealerships can translate social interactions into leads - and leads into sales. In this case study presented at the 17th Digital Dealer Conference in Las Vegas, SocialAutoLeads.com founder Matthew Russo analyzes the impact this approach had on a single Ford dealership over the past 6 months.TRANSCRIPT
Matthew Russo | Social Auto Leads | Founder | [email protected]
The Power of Converting Social Conversations
into Leads (in Real-Time)MATTHEW RUSSO
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Matthew RussoFounder, SocialAutoLeads.com
@MatthewRusso
@SocialAutoLeads
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
What is social media?Posting, advertising, social sharing, contests, reputation management?
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Social Listening& OutreachBig picture first, then the “how” and “why” it works
TODAY:
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Where in the sales process?
Awareness
Consideration
Intent
Support
Loyalty
Advocacy
Purchase
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
CASE STUDY
Columbus, Ohio | Single Location Ford Franchise
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
@KriegerFord: The Results
Tweets Sent: 6,373 Incoming Messages: 1,812Unique Users: 1,134New Followers: 415Impressions: 758,283Leads/Month: 10-16
February 1 – September 22, 2014
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Seeing is believing.
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
In the beginning...
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Today...
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Competitive Analysis
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
It's called SOCIALmedia for a reason.Stop trying to fully automate everything - be social instead.
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
“Marketing is getting people to...
KNOW LIKE TRUSTYOUR BRAND.”
&,
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Competitor
@KriegerFord
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Conversations are already happening.
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Social Brand ImpressionsTobin's Law: “The size of your network's network
is always larger than your network.”
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
758,238 brand impressions in 6 months from a BRAND NEW account.
757retweets
2,397interactions
HOW ?
through the accounts we interact with daily.
We generated
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Content is king.Content is king.
Content is king.
Content is king.Content is king.
Content is king.
Content is king.
Content is king.
Content is king.
Content is king.
Content is king.
Content is king.Content is king.
Content is king.
Content is king. Content is king.
Content is king.
Content is king.
Content is king.
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Content is king...Content is king...on SEARCH
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
INTENT is king...INTENT is king...on SOCIAL
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
...but when consumers are
posting content,
LISTENING should be the goal of your
organization.
When consumers are searching for
an answer
posting lots of optimized content
makes sense,
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Types of Interaction● General Engagement● Opportunities (Leads)● Follow-Up● Web Culture● Safety● Community Involvement● Current Events and Trends
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
General Enagement
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Dealing withRejection
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Millenials
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Brand Participation
Animated GIFs for the win!
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Post-SaleRecommendations
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Does this approach work?
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Not just fun & gamesTie strategy and tactics to objectives and sales goals
FIND A BALANCE...
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Return on Investmentvs
Cost of Ignoring
How much longer can your dealership afford to ignore social media and/or do it poorly?
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
650 per day
19,500 per month
234,000 per year
Number of social leads nationwide...
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Twitter is (probably) changing.
Soon it will reward accounts that are the most interactive.
Matthew Russo, Founder | Social Auto [email protected] | (614) 465-6564 | @MatthewRusso
Let's take a look...
Contact Information
Full Name:
Company:
Job Title :
Email:
Matthew Russo
Social Auto Leads
Founder
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