social networking: should it be more about relationship building than selling cars?
TRANSCRIPT
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Social NetworkingShould it be more about Relationship Building than Selling Cars?
2009 Automotive Internet Roundtable
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Meet the Panelists
Chris Tom Jared Eric Ralph
2009 Automotive Internet Roundtable
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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
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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.
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Tom ChisholmMidwest Sales Director, Facebook
Tom has been at Facebook since 2006; he opened the Midwest office of Facebook
2009 Automotive Internet Roundtable
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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.
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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
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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.
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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
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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.
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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
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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.
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How are we doing?Send us feedback via @JDPowerInternet #Social
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Areas of Discussion
• Why are we here today?
• Who is doing it right?
• Best practices
• What’s coming
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Why are we here today?
2009 Automotive Internet Roundtable
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Low follower ratio
2009 Automotive Internet Roundtable
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Automatedinventory asstatus update
2009 Automotive Internet Roundtable
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Twitter TOS(updated 9.18.09)
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Practices that will get you bounced
2009 Automotive Internet Roundtable
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Who is doing it right?
2009 Automotive Internet Roundtable
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Learning from success
2009 Automotive Internet Roundtable
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High activity,engaging withfollowers
2009 Automotive Internet Roundtable
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More followersthan friends
2009 Automotive Internet Roundtable
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Deliver value in 140 characters
2009 Automotive Internet Roundtable
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Personalized engaging content
2009 Automotive Internet Roundtable
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Be where your shoppers areIn July, the site most visited by new-vehicle prospects
was Facebook.
- J.D. Power
2009 Automotive Internet Roundtable
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Be where your shoppers are
2009 Automotive Internet Roundtable
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Customer tweetstheir gripe...
@girlwithahemi (dealer)apologizes and resolves
@JesterTX2001 becomes a raving fan and tweets about it
2009 Automotive Internet Roundtable
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Best Practices
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• 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
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Create an authoritative voice
2009 Automotive Internet Roundtable
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Build trust and confidence
2009 Automotive Internet Roundtable
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Manage brand reputation
2009 Automotive Internet Roundtable
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Customerloyalty
2009 Automotive Internet Roundtable
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Learning and information sharing
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Driving traffic
2009 Automotive Internet Roundtable
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Leveraging social media optimization
2009 Automotive Internet Roundtable
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What’s Coming
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Location-based services
2009 Automotive Internet Roundtable
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Q & AContact us via @SocialDealers on Twitter or the Social Networking for Dealers Facebook event page
2009 Automotive Internet Roundtable
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Thank You!
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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
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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
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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
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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