supporting dealers with social media€¦ · facebook, yelp, and google † send them instructions...

19009 33rd Ave. W. #203Lynnwood, WA 98036T 425.943.4040www.ArcMediaAgency.com

S u p p o r t i n g D e a l e r s w i t h S o c i a l M e d i a

Travis_book.indd Spread 1 of 10 - Pages(20, 1)Travis_book.indd Spread 1 of 10 - Pages(20, 1) 6/22/2011 3:25:54 PM6/22/2011 3:25:54 PM

Arc Media Agency is a story oriented marketing agency that specializes in engaging target audiences through print, media, and the web.

Ta b l e o f C o n t e n t s

1. Customer Aquisition:

Getting started with Facebook, Google Places, Yelp, and Ads

2. Customer Retention: Page 8

Maintaining Facebook, Google, and Yelp.

Monitoring customer interations.

3. Travis Backoffice: Page 15

4. Other Tools: Page 16

5. Dealer Action Plan: Page 17

Talk to your dealer about relationships online

Talk to your dealer about being found when people are

looking for them

Setup Facebook

Setup Google Listing

Setup Yelp

Demo Facebook Personally: Use your phone or iPad to

show them what they want customers to do.

• Like Dealer Page

• Post to Wall

• Comment on a Photo

• Check-In

Demo Facebook as Dealer’s Page: Use their computer

to show them how they always use Facebook ‘as their

page’.

• Like Travis Brands

• Comment on Travis Brand page

• Comment on the wall post on their own page

Talk about dealing with negative customers

• Always respond with instant help.

• Always post a follow-up on the same comment.

Follow-up actions

• Send the dealer future product info, images and

videos to put on Facebook

• Endorse your dealers by giving them reviews on

Facebook, Yelp, and Google

• Send them instructions for using Google Alerts and

Analytics

D e a l e r A c t i o n P l a n

17

Here is a simple checklist for introducing your dealers to the benifits of social media.


Website ToolsLocalDealer.com optimized websites

Sample Site: www.localdealer.com/minisite

WordPressA customized wordpress.com template can be more cost effective, when dealers want to manage their own site content.

Themes can be purchased and customized from websites like ElegantThemes.com

O t h e r T o o l s

Fully Co-opable

A simple independent website solution

16


In the “2010 Social Media Marketing Industry Report” a survey of 1,898 small business owners reported 91% were using social media. Here are the leading benefits:

• 85% say Social Media (SM) has created buzz for their business• 74% say SM helped them close more business• 50%+ said SM generates good sales leads• 73% saw an increase in search engine rankings• 48% said SM decreased their overall marketing budget

This workbook and presentation will give you the tools to ensure your dealers are equipped to: • Use social media to acquire and retain customers.• Benefit from the digital resources Travis Industries has made available.

SALES WILL ALWAYS BE ABOUT RELATIONSHIPS. PROSPECT AND CUSTOMER RELATIONSHIPS ARE

GROWING ONLINE AND MORE SMALL BUSINESSES ARE SEEING THE BENEFITS

EVERY YEAR.

W h y S o c i a l M e d i a ?

T M

F i r e s t y l e s f o r L i f e

1



Facebook Pages – Join the conversationComplete Page Setup and be sure to include:

You can use this page notify people:

Google Profiles: Get found when customers are looking

C u s t o m e r A c q u i s i t i o n :

Make sure you include:- 1 phone number- 1 email address- 1 website- at least 1 picture and / or videoppiiiiiiiccttuurrrrrree aannnnndd

StartHerettt

Setup social properties to meet customers where they are at

2

Images – Back Office >Ads & Marketing >Images – TravisDealer.com

Media Coverage – Back Office >Ads & Marketing >Media Coverage

Sales Special – Back Office >Sales, Pricing & Training >Sales Specials

Video - http://vimeo.com/23510464

T r a v i s B a c k O f f i c eTHE MOST HELPFUL ITEMS FOR DEALERS

RELATING TO CUSTOMERS WILL BE

15Travis_book.indd Spread 4 of 10 - Pages(4, 17)Travis_book.indd Spread 4 of 10 - Pages(4, 17) 6/22/2011 3:34:08 PM6/22/2011 3:34:08 PM

Alerts

Dealing with negative feedback onlineAlways respond with instant help.• “Hi ____, We are sorry you are having trouble. Call us at

___-___-____ and ask for ______.”Always post a follow-up on the same comment.• “We are so glad we could _____________. Please let us

know how things go from here.”

Negativity happens :(

So we deal with it :)

14

Create Google Accounthttps://www.google.com/accounts/NewAccount

Complete the Store’s Google Places ‘Listing’

Use the store’s primary phone number to get started.

Google accountsare universal for al l Google applications:- Gmail- Docs- Calendar- Reader- Voice

Get started with the Dealer 's

phone #3


Complete required information

Set up Yelp – Join the review conversation

Look up the store by name and city

The optional info can be helpful but is not necessary

Include:- 1 phone number- 1 email address- At least 1 picture and/or video

s nnn

4

Monitoring Insights

Analytics

Who

Where

How often


Like – When people ‘like’ your dealer’s page, it creates an instant sense of customer base for Facebook users to see

Post – Customers can post on your dealer’s page as a form of ‘public email’.

This is a great place to request testimonials be given.

Google and Yelp ReviewsThings a dealer can do:Keep information and images up to date Respond to reviews in a timely manner

12

Confirm the business information is correct

Be sure to include the complete business name, phone number, address, and website.

To upload photos, you must sign up for a Yelp account. This can be done using the dealer’s facebook for convenience.Recommend they upload at least one photo.

- Fil l in- Audit- Monitor


Online Ads – The magic of a good online ad is a compelling image and ‘grabby’ words

Facebook

Click

Fil l in allboxes

# of users ingiven fi lter

6

Comment – Your dealer can comment on posts that people have made on their own pages or on the other pages they have ‘liked’. This is a free and easy way to raise the awareness of their store and create new conversations with potential customers

Things to motivate customers to do: Check-In – When someone ‘Checks In’ to a location their name, comment, and a link to the store is posted on their Facebook wall for all of their ‘friends’ to see.

Checkins announce a customer 's presence in real t ime

Comments

Post


Like – By ‘liking’ the Facebook pages of local groups, other businesses or community initiatives will raise awareness and ad relational depth to the stores online identity

People who l ike you

People you l ike

Post

Comment

10

Recommend they buy their ads CPM (price per 1,000 impressions)Optimize by Click-Through

Google AdWords

Your dealer will get a call from Google after they set up their Google ListingAdWords can be very complicated and dealers will take them time to learn

Good advice to give them: Long search phrases (e.g. “Wichita Avalon fireplace dealer”) are less expensive than short search phrases (e.g. “Stoves”)

7

This NEEDSresearch


Facebook:Things your dealer can do:Carry out all interactions on Facebook ‘as their page’.

Post – 2 things spread easily through social media; meaningful information & meaningful experiences. The content you post should always fall into one of these categories.

Here are some great content suggestions:

Videos – Product demos, installations, new displays

C u s t o m e r R e t e n t i o n

8

Click

Photos – Displays, customer before and after installs, happy customers in the store

Links – Manufacturer news, local news events, local community groups,


Like – By ‘liking’ the Facebook pages of local groups, other businesses or community initiatives will raise awareness and ad relational depth to the stores online identity

People who l ike you

People you l ike

Post

Comment

10

Recommend they buy their ads CPM (price per 1,000 impressions)Optimize by Click-Through

Google AdWords

Your dealer will get a call from Google after they set up their Google ListingAdWords can be very complicated and dealers will take them time to learn

Good advice to give them: Long search phrases (e.g. “Wichita Avalon fireplace dealer”) are less expensive than short search phrases (e.g. “Stoves”)

7

This NEEDSresearch


Online Ads – The magic of a good online ad is a compelling image and ‘grabby’ words

Facebook

Click

Fil l in all boxes

# of users ingiven fi lter

6

Comment – Your dealer can comment on posts that people have made on their own pages or on the other pages they have ‘liked’. This is a free and easy way to raise the awareness of their store and create new conversations with potential customers

Things to motivate customers to do: Check-In – When someone ‘Checks In’ to a location their name, comment, and a link to the store is posted on their Facebook wall for all of their ‘friends’ to see.

Checkins announce a customer 's presence in real t ime

Comments

Post


Like – When people ‘like’ your dealer’s page, it creates an instant sense of customer base for Facebook users to see

Post – Customers can post on your dealer’s page as a form of ‘public email’.

This is a great place to request testimonials be given.

Google and Yelp ReviewsThings a dealer can do:Keep information and images up to date Respond to reviews in a timely manner

12

Confirm the business information is correct

Be sure to include the complete business name, phone number, address, and website.

To upload photos, you must sign up for a Yelp account. This can be done using the dealer’s facebook for convenience.Recommend they upload at least one photo.

- Fil l in- Audit- Monitor


Complete required information

Set up Yelp – Join the review conversation

Look up the store by name and city

The optional info can be helpful but is not necessary

Include:- 1 phone number- 1 email address- At least 1 picture and/or video

s nnn

4

Monitoring Insights

Analytics

Who

Where

How often


Alerts

Dealing with negative feedback onlineAlways respond with instant help.• “Hi ____, We are sorry you are having trouble. Call us at

___-___-____ and ask for ______.”Always post a follow-up on the same comment.• “We are so glad we could _____________. Please let us

know how things go from here.”

Negativity happens :(

So we deal with it :)

14

Create Google Accounthttps://www.google.com/accounts/NewAccount

Complete the Store’s Google Places ‘Listing’

Use the store’s primary phone number to get started.

Google accountsare universal for al l Google applications:- Gmail- Docs- Calendar- Reader- Voice

Get started with the Dealer 's

phone #3



Facebook Pages – Join the conversationComplete Page Setup and be sure to include:

You can use this page notify people:

Google Profiles: Get found when customers are looking

C u s t o m e r A c q u i s i t i o n :

Make sure you include:- 1 phone number- 1 email address- 1 website- at least 1 picture and / or videoppiiiiiiiccttuurrrrrree aannnnndd

StartHerettt

Setup social properties to meet customers where they are at

2

Images – Back Office >Ads & Marketing >Images – TravisDealer.com

Media Coverage – Back Office >Ads & Marketing >Media Coverage

Sales Special – Back Office >Sales, Pricing & Training >Sales Specials

Video - http://vimeo.com/23510464

T r a v i s B a c k O f f i c eTHE MOST HELPFUL ITEMS FOR DEALERS

RELATING TO CUSTOMERS WILL BE


WordPress

A customized wordpress.com template can be more cost effective, when dealers want to manage their own site content.

Themes can be purchased and customized from websites like ElegantThemes.com

O t h e r T o o l s

A simple independent website solution

16


In the “2010 Social Media Marketing Industry Report” a survey of 1,898 small business owners reported 91% were using social media. Here are the leading benefits:

• 85% say Social Media (SM) has created buzz for their business• 74% say SM helped them close more business• 50%+ said SM generates good sales leads• 73% saw an increase in search engine rankings • 48% said SM decreased their overall marketing budget

This workbook and presentation will give you the tools to ensure your dealers are equipped to: • Use social media to acquire and retain customers.• Benefit from the digital resources Travis Industries has made available.

SALES WILL ALWAYS BE ABOUTRELATIONSHIPS. PROSPECT ANDCUSTOMER RELATIONSHIPS ARE

GROWING ONLINE AND MORE SMALLBUSINESSES ARE SEEING THE BENEFITS

EVERY YEAR.

W h y S o c i a l M e d i a ?

T M

F i r e s t y l e s f o r L i f e

1


Arc Media Agency is a story oriented marketing agency that specializes in engaging target audiences through print, media, and the web.

Ta b l e o f C o n t e n t s

1. Customer Aquisition: Page 2

Getting started with Facebook, Google Places, Yelp, and Ads

2. Customer Retention: Page 8

Maintaining Facebook, Google, and Yelp.

Monitoring customer interations.

3. Travis Backoffice: Page 15

4. Other Tools: Page 16

5. Dealer Action Plan: Page 17

Talk to your dealer about relationships online

Talk to your dealer about being found when people are

looking for them

Setup Facebook

Setup Google Listing

Setup Yelp

Demo Facebook Personally: Use your phone or iPad to

show them what they want customers to do.

• Like Dealer Page

• Post to Wall

• Comment on a Photo

• Check-In

Demo Facebook as Dealer’s Page: Use their computer

to show them how they always use Facebook ‘as their

page’.

• Like Travis Brands

• Comment on Travis Brand page

• Comment on the wall post on their own page

Talk about dealing with negative customers

• Always respond with instant help.

• Always post a follow-up on the same comment.

Follow-up actions

• Send the dealer future product info, images and

videos to put on Facebook

• Endorse your dealers by giving them reviews on

Facebook, Yelp, and Google

• Send them instructions for using Google Alerts and

Analytics

D e a l e r A c t i o n P l a n

17

Here is a simple checklist for introducing your dealers to the benifits of social media.


19009 33rd Ave. W. #203Lynnwood, WA 98036T 425.943.4040www.ArcMediaAgency.com



supporting dealers with social media€¦ · facebook, yelp, and google † send them instructions...

Documents