Download - Social media-marketing-networking
Social NetworkingShould it be more about Relationship Building than Selling Cars?
2009 Automotive Internet Roundtable
Meet the Panelists
Chris Tom Jared Eric Ralph
2009 Automotive Internet Roundtable
Christopher BargerDirector Global Social Media, GM
@cbarger@gmblogs
Chris leads the company’s social media communications efforts; he is responsible for setting GM’s communications strategy in the emerging social media.
2009 Automotive Internet Roundtable
POV on Social Networking
Done most effectively, interaction on the social web is about relationship marketing, not sales – in fact, engaging overtly in direct selling often has a negative effect on an audience’s perception of you.
Tom ChisholmMidwest Sales Director, Facebook
Tom has been at Facebook since 2006; he opened the Midwest office of Facebook
2009 Automotive Internet Roundtable
POV on Social Networking
We are moving from an anonymous web to an authentic identity-based web. ... There are now toolsets that allow businesses to have first-class citizenship and share with consumers who care.
Jared HamiltonCEO, DrivingSales.com
@drivingsales
Jared is a third-generation dealer and founder of oneof the largest social-networking sites for automotive industry professionals.
2009 Automotive Internet Roundtable
POV on Social Networking
The car business has always been about relationships; social media allows us to scale those relationships. Social media strategy is not new – the technology is.
Eric MiltschInternet Director, Auction Direct USA
@auctiondirect
Eric created the company’s successful online strategy three years ago and continues to expand its online presence.
2009 Automotive Internet Roundtable
POV on Social Networking
Social Media’s power stems from its ability to harness our basic human need for social interaction. This new “interaction layer” has built a unique, emotional relationship opportunity limited only by our creative and technological abilities.
Ralph PagliaDirector of Digital Marketing Solutions, ADP Dealer Services
@ralphpaglia
Ralph is the founder and General Manager ofthe Automotive Digital Marketing professionalcommunity.
2009 Automotive Internet Roundtable
POV on Social Networking
For dealers, the most ROI-effective social media strategy uses a community for centralized content creation and network syndication, leverages OEM-supplied assets and involves employees and suppliers, who are the first 100 members.
How are we doing?Send us feedback via @JDPowerInternet #Social
2009 Automotive Internet Roundtable
Areas of Discussion
• Why are we here today?
• Who is doing it right?
• Best practices
• What’s coming
2009 Automotive Internet Roundtable
Why are we here today?
2009 Automotive Internet Roundtable
Low follower ratio
2009 Automotive Internet Roundtable
Automatedinventory asstatus update
2009 Automotive Internet Roundtable
Twitter TOS(updated 9.18.09)
2009 Automotive Internet Roundtable
Practices that will get you bounced
2009 Automotive Internet Roundtable
Who is doing it right?
2009 Automotive Internet Roundtable
Learning from success
2009 Automotive Internet Roundtable
High activity,engaging withfollowers
2009 Automotive Internet Roundtable
More followersthan friends
2009 Automotive Internet Roundtable
Deliver value in 140 characters
2009 Automotive Internet Roundtable
Personalized engaging content
2009 Automotive Internet Roundtable
Be where your shoppers areIn July, the site most visited by new-vehicle prospects
was Facebook.
- J.D. Power
2009 Automotive Internet Roundtable
Be where your shoppers are
2009 Automotive Internet Roundtable
Customer tweetstheir gripe...
@girlwithahemi (dealer)apologizes and resolves
@JesterTX2001 becomes a raving fan and tweets about it
2009 Automotive Internet Roundtable
Best Practices
2009 Automotive Internet Roundtable
• Create an authoritative voice
• Build trust and confidence
• Manage brand reputation
• Create customer loyalty
• Learning and information sharing
• Driving traffic
• Leveraging Social Media Optimization
2009 Automotive Internet Roundtable
Create an authoritative voice
2009 Automotive Internet Roundtable
Build trust and confidence
2009 Automotive Internet Roundtable
Manage brand reputation
2009 Automotive Internet Roundtable
Customerloyalty
2009 Automotive Internet Roundtable
Learning and information sharing
2009 Automotive Internet Roundtable
Driving traffic
2009 Automotive Internet Roundtable
Leveraging social media optimization
2009 Automotive Internet Roundtable
What’s Coming
2009 Automotive Internet Roundtable
Location-based services
2009 Automotive Internet Roundtable
Q & AContact us via @SocialDealers on Twitter or the Social Networking for Dealers Facebook event page
2009 Automotive Internet Roundtable
Thank You!
AppendixCreditsDesign: Leon Li, Razorfish (@leonbignoggin)Content: Mary S. Butler, Razorfish (@msbutler)
Image (and related content) sources; listed in order of slide number:
1: Network of Hands via: http://www.thebannerlady.com.au/resources/portfolio/business%20networks/ networkcentral-hands.jpg
2-3, 5, 7, 9 & 11: Each panelist supplied his own head shot
4: Mosiac Twitter collage via http://www.hongkiat.com/blog/world-of-twitter-mosaic-twitter-wallpapers/
6: Facebook collage via Image via http://www.benparr.com/wp-content/uploads/2008/07/facebook- friends-32.jpg
8: Human icon network image via: http://bradhanksseminars.com/blog/wp-content/uploads/human- networks1.jpg
10: Image via Image via drivingsales.com
12: Social networking image via: http://aprilbroussard.files.wordpress.com/2009/03/social- networking.jpg
2009 Automotive Internet Roundtable
Appendix (contd.)
Image (and related content) sources; listed in order of slide number:
16-17: Images via Twitter.com
18: Twitter: Terms of Service http://twitter.com/tos
19: Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311
21: The Tendo View via http://www.tendocom.com/view/learning-from-success-four-social-media-tri umphs-873
22: Scott Monty Twitter profile via http://twitter.com/scottmonty
23: Jup Chevy Twitter profile via http://twitter.com/jupchevy
24: GoAutoNation Twitter profile via http://twitter.com/GoAutoNation/statuses/4633819687
25: Meet the VWs Facebook app via http://apps.facebook.com/meetthevolkswagens/
27: Facebook Lexicon cars + houses
2009 Automotive Internet Roundtable
Appendix (contd.)
Image (and related content) sources; listed in order of slide number:
28: Customer tweets a gripe - http://twitter.com/JesterTX2001/statuses/4717778950 Dealer apologizes and resolves – http://twitter.com/JesterTX2001/statuses/4724841144 Customer becomes a fan and tweets about experience – http://twitter.com/JesterTX2001/ statuses/4724879302
31: Twitter Elite on Twitter Grader via http://twitter.grader.com/top/users
32: What Detroit needs to build most is trust, Automotive News, Sept. 21, 2009 via http://www.autonews. com/article/20090921/ANA03/309219991
33: DealerRater homepage via http://www.dealerrater.com/
34: @jspahr mentions on Twitter in June 2009 via @jspahr
35: Auto promotion: Using Twitter in the automotive industry, Headlightblog.com, March 30, 2009 via http://www.headlightblog.com/2009/03/auto-promotion-using-twitter-in-the-automotive-industry/ Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311
2009 Automotive Internet Roundtable
Appendix (contd.)
Image (and related content) sources; listed in order of slide number:
36: AutoNation blog homepage via http://blog.autonation.com/
37: Social Media Optimization for Small Business image via http://mashable.com/2009/08/31/ cloudprofile/
39: Adidas Originals, Your Area, Facebook fan page via http://www.facebook.com/adidasoriginals
2009 Automotive Internet Roundtable