IS20G New York Adam Bucci Day 3 Serious ROI

Get Serious Social ROI
Your Social Media and
Reputation Matter

Adam Bucci
VP, Business Development
www.digitalairstrike.com
abucci@digitalairstrike.com
 In the wholesale & retail side of the
Auto Industry since 1989.
 Spent 10 Years as an ISD for a Dealer
Group in Bucks County, Pa.
 With DAS since 2008.
 Has helped 100's of dealers improve
their Reputation, Digital Marketing, and
Social Community Management.

73% of adults use social
networking sites*
Source: Pew Research Center’s Internet Project Library, Dec 2013

75% of car buyers say using the internet including
social media sites was most helpful when
researching car dealers - - surpassing all other
mediums.*
*October 2014 Automotive Social Media Trends Study

© 2015 Digital Air Strike | Reproduction Prohibited
Know what your prospects see when they are in
market… and fix what you find.
Car buyers find information through multiple portals - you
need to know what they will find!

Start with the “basics”
What’s in it for you?
• Google (and other engines) dig it…better for search
results
• Decreases customer frustration/confusion and the
chances customer will just not contact you
• Increases contacts to your dealership
Update:
• Dealership Name
• Address
• Website
• Hours
• Classify your
business correctly
Claim and update your
sites!

71% of car buyers have searched for a local business using a mobile device -
up from 67% from the prior year*
Make sure your sites and links are mobile
friendly!

I
N
C
O
N
S
I
S
T
E
N
T
Consistency helps with
local search rankings.
C
O
N
S
I
S
T
E
N
T
Don’t forget:
Address, hours, URL –
all should be the same!
Keep it consistent!

Why?
Visual stimulation =
clicks
Add pics – spice things up!
Google likes pictures, which means more
people see it!

Words & keywords =
ranking
Make your dealership
more “likeable”
Custom descriptions… aka, more SEO!

Create your cover image.

Pro profile pics!

Post three times per week on Facebook.
That’s the question!
At minimum – page isn’t blank or
abandoned

© 2015 Digital Air Strike | Reproduction Prohibited.
Attract prospects with local content.

On-
Premise
Manufacturer/BrandEvent/Logo
Visuals are important – Don’t forget video
Images & video are the hook. Media that draws a
high degree of engagement should always be
linked to a conversion page – even if the desired
action is only to have the user “like” your page.

Charitable organizations LOVE to support
businesses that are helping to support
their cause – It’s a win-win!
Share that you care and that you are an award-
winner.

Hashtags #notafad
With hashtags, users are now able to search for content using keywords. Inject
yourself into the conversation.

Q: What makes you
like a business on
Facebook? Select all
that apply: (n=1043)
52%
26%
37% 35%
19% 20%
24%
Accesstoexclusive
coupons/offers.
Helpfultips/posts
inmynewsfeed.
Updatesonspecial
pricing/packages/in
centives.
Informationon
specialevents.
Check-inofferthatI
canredeemwhile
atthebusiness.
Reviews/Recomme
ndationson
Facebook.
Likedbusinessto
enteracontest.
Access to coupons
and offers
Helpful
tips and
posts in
my
newsfeed
Updates on
special
pricing and
incentives
Information
on special
events
Reviews of
that
Business
“Liking”
business to
enter
contest
Check-in
offer I can
redeem while
at the
business
Consumers will go straight
to the newsfeed for brands
when they are looking for
a promotion.
Have a blend of content including in-
dealership events.

Consumers want deals! Use them to drive
traffic and post where they will get found.

Why?
Google is now
including Twitter feeds
in its search results.
Tweet three times per
week.

• PAGE 1
(most of the time)
Post on G+ at least once a month.

Why? SEO!
And a cheap way to
show your personality
Upload two videos to YouTube per month.
Embed fresh content on your
dealership website.

One foursquare check-in special each
month.
• More check-ins on foursquare helps Google “prominence” ranking
• Discoverable on foursquare

Got comments? Respond.
• Shows you are paying attention to
your social sites and “engaging”
versus just “pushing” content

83% of car buyers said they looked at review star ratings in
search results, even if they didn’t read the reviews (up from
76% in 2013)

74%of all car buyers surveyed
would drive between 20 – 60
miles to a dealership with
good reviews. Up from 63%
in 2013
*2014 Automotive Social Media Trends Study

20.20%
24.60%
15.20%
23.40%
16.60%
As helpful and/or
important as the
dealership’s
websiteVery helpful,
but not as
important as
the dealer’s
website
The most helpful
and/or important
factor
Somewhat
helpful
Not important
44.6% of recent car
buyers find review sites
the most helpful or as
helpful as dealership
websites
DEALERSHIP
ONLINE
REPUTATION
IMPACTS
CUSTOMER
CONSIDERATION
Why is your online reputation so important?

Secure and enhance directory, review and
social sites to increase organic and local
SEO.

Responses should be prompt, professional and provide the highest level of
contact possible.
Monitor your reviews, respond promptly and take
negative reviews offline.

Know the terms and conditions of each site and clearly outline in a
professional manner what the negative review is violating.
Flag/dispute negative reviews that don’t
adhere to site posting guidelines.

Find out
who is
happy…
Encourage
them to
take it
public…
Get
results!
Continually work to increase positive reviews
across multiple sites.

Share the feedback with team members.
• Encourage good customer service from
more team members
• Increase review volume
• Handle employee service issues

• Fix failure points in customer service, process and handling
• Create RAVING FANS
Take action on the feedback – good and
bad!

We had such a great experience when buying our new Highlander from Chester Mill Toyota. Sent in a lead
earlier the week through cars.com and Jon was quick to respond and answer all of our questions. When we
came in, everything was ready and all we had to do was sign the paperwork and take delivery! Car buying
has never been so easy!
• More customers know you are awesome, which leads to more customers contacting you
• Pushes down older negative reviews
Make it easy for your happy customers to
share the LOVE!

Reviews are more likely
to “stick” on Yelp.
Get more reviews on Yelp with check-in
offers!

Customer feedback shows
on EVERY page.
Shows happy customers from
top sites.
Make your website a one-stop shop – show
off your happy customers!

I just
emailed
her!
I got this
boss – let
me jump in!
I just
called
her…
I wonder what time
the roach coach
will be here…
Rules of engagement – who does what?

© 2015 Digital Air Strike |
Reproduction Prohibited.
Social ads perform an average of 33% better
when aligned with TV ads.
Include social media in your monthly
advertising plan.

Dealer bought “Likers”. They were all in Turkey.
Not helpful to a dealer in the U.S.
Dealer now spends less than $1000/mo. on
Targeted Facebook ads designed to reach
locals interested in brand.
In less than 8 months, dealer gained close
to 9000 in-market Likers
Daily organic post reached increased by
990%
Post engagement increased by 3500%
Copyright 2015 Digital Air Strike, Inc.
Don’t buy fake Likers. Pay to reach real
fans.

• Branding/Awareness:
180,000 In-Market Impressions
• Social Influence:
450 New local page fans captured
+ 3,000 engagements
• Ten test drives
• 4 CONFIRMED CAR SALES: $10K+ in profit!
• $1,300 Spent on ads in ten days
Social DOES sell cars!

Paul Lappage
E-Commerce Director
Legacy Ford Highlight
“In just ten days, Digital Air Strike
generated an amazing amount of
engagement. Our promotion
yielded 10 test drives by people
who responded to our Facebook
ads resulting in FOUR sales!
10 Days & Four Vehicles Sold!
Copyright 2015 Digital Air Strike, Inc.

Top reasons they said they clicked on
a Facebook ad:
 37% to obtain info on a product/service
 27% for sales promo/contest
Facebook Ads with
relevant offers and
in-market targeting
perform the best
33% have
clicked
on a FB
ad on a
mobile
device
46% of car buyers say they have seen an ad for a local
car dealership on Facebook.

89%
of our ad clicks are from mobile devices –
remove North Dakota and it’s 97%!
What happens when customers click through
to your site?
Think mobile, mobile, mobile

Proof targeted Social Ads
work:
 21,000+ in-marker Likers since June
2014
 All Likers are Jeep enthusiasts/purchase
intenders
 Due to content relevancy organic
engagement increased by 1000+%
Shopper responded
to Targeted post.
Dealer replied
Customer
purchased
A $105,000 Jeep
Remember to promote your offers… including
service!

See something, say something…

Targeted in-market Facebook advertisingDon’t be afraid of signage.
Most of your customers are
happy – encourage them to
leave a review.
Targeted in-market Facebook
advertising
Check-In offers, greatly
increase customer
engagement.
Use in-dealership signage!

Social Reporting – Survey Reporting –
Review Site Impact Reporting
Set realistic goals and measure your success

© 2015 Digital Air Strike | Reproduction Prohibite
Yahoo reviews replaced
by Yelp reviews
Twitter feeds now show
up in Google searches.
Stay on top of changes
Learn from your partners and expect them to
stay ahead of digital trends

 Do you have an in-house team handling your social
media?
 How many of these tips does your team
implement?
 Are you seeing ROI from your social activity?
 If not, why?
Key considerations:

Request a free Intel Report
and find more information
at www.digitalairstrike.com

IS20G New York Adam Bucci Day 3 Serious ROI

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