Most automotive dealers and car retailers would benefit from further improving their automotive social media marketing strategy. Jim Haysom and Ian Pollard highlight automotive retail social media examples and explain how these particular dealers, quite simply, hit the nail on the head. Providing dealers with action points which they can take-away and readily implement on their return to their businesses to increase their social media presence, consumer engagement and online community which will ultimately drive more traffic to the showroom. These slides were presented at the AM Hit for Six Conference on the 19 November 2013 by Jim Haysom, Business Development Director, Trader Media Group and Ian Pollard, Senior Digital Strategy & Solutions Manager, Trader Media Group. RAZSOR is a trading division of Trader Media Group specialising in digital marketing solutions for the automotive industry. Follow Jim Haysom on Twitter @jimhaysom Follow Ian Pollard on Twitter @ian_pollard

2. AM ‘HIT FOR SIX’ CONFERENCE - 19 NOV 2013
The ‘Interest’ Network
Being Active or Being Influential?
Automotive Retail Examples
Panel Discussion
Our Top 10 Tips
Q&A
Check your Social Influence Score http://bit.ly/7JJSz8
#

3. THE ‘INTEREST’ NETWORK

4. SOCIAL IS ABOUT PEOPLE AND THEIR INTERESTS
Check your Social Influence Score http://bit.ly/7JJSz8
#

5. A CONSTANTLY CHANGING SOCIAL LANDSCAPE
Check your Social Influence Score http://bit.ly/7JJSz8
#

6. THE SOCIAL MEDIA AUDIENCE AND REACH SLIDE
It’s a
number
Check your Social Influence Score http://bit.ly/7JJSz8
#

7. SOCIAL IS PART OF EVERYDAY CONVERSATION
Check your Social Influence Score http://bit.ly/7JJSz8
#

8. WHAT TYPE OF MARKETING ARE WE DOING
WHAT TYPE OF MARKETING ARE WE DOING? TODAY?
marketing
ˈmɑːkɪtɪŋ/
noun
1. the action or business of promoting and selling
products or services, including market research
and advertising.
Check your Social Influence Score http://bit.ly/7JJSz8
#

9. WHAT TYPE OF MARKETING ARE WE DOING
WHAT TYPE OF MARKETING ARE WE DOING? TODAY?
relationship
rɪˈleɪʃ(ə)nʃɪp/
noun
1. the way in which two or more people or things
are connected, or the state of being connected.
Check your Social Influence Score http://bit.ly/7JJSz8
#

10. WHAT TYPE OF MARKETING ARE WE DOING
WHAT TYPE OF MARKETING ARE WE DOING? TODAY?
influence
ˈɪnflʊəns/
noun
1. the capacity to have an effect on the character,
development, or behaviour of someone or
something, or the effect itself.
Check your Social Influence Score http://bit.ly/7JJSz8
#

11. WHERE ARE MARKETERS SPENDING THEIR MONEY?
Source: Teradata eCircle's Data-Driven Marketing Survey 2013 Europe
Check your Social Influence Score http://bit.ly/7JJSz8
#

12. BEING ACTIVE OR BEING
INFLUENTIAL?

13. DEALERSHIP KLOUT WE ARE
HOW DO WE KNOW IFSCORES BEING INFLUENTIAL?
Klout Score % Breakdown by Connected Network (Selected)
100%
Twitter
Facebook Page
Instagram
80%
60%
40%
20%
0%
Perrys (64)
Caralot (62)
Evans Halshaw (63)
Benfield (62)
Mercedes-Benz Retail
(61)
Source: Klout.com (13 November 2013)
Check your Social Influence Score http://bit.ly/7JJSz8
#
Ridgeway Group (49)

14. AUTOMOTIVE RETAIL
EXAMPLES

15. SOCIAL CAMPAIGN: PLANNING FOR THE MOMENT
Source: Facebook.com/PerrysMotorsUK
Check your Social Influence Score http://bit.ly/7JJSz8
#

16. STAND OUT BY BEING CREATIVE AND RELEVANT
Source: Facebook.com/PerrysMotorsUK
Check your Social Influence Score http://bit.ly/7JJSz8
#

17. APPEAL TO YOUR ENTIRE SOCIAL AUDIENCE
Source: Facebook.com/PerrysMotorsUK
Check your Social Influence Score http://bit.ly/7JJSz8
#

18. DRIVE PASSION AND USER ENGAGEMENT
Source: Facebook.com/PerrysMotorsUK
Check your Social Influence Score http://bit.ly/7JJSz8
#

19. LISTENING & JOINING THE CONVERSATION
Source: Twitter.com
Check your Social Influence Score http://bit.ly/7JJSz8
#

20. CONSUMER ADVOCACY IS PRICELESS
Source: Twitter.com
Check your Social Influence Score http://bit.ly/7JJSz8
#

21. ADD VALUE TO THE CAR BUYING EXPERIENCE
Source: YouTube.com/PerrysMotorsUK
Check your Social Influence Score http://bit.ly/7JJSz8
#

22. CONTENT CREATION MUST BE CONTINUOUS
Source: YouTube.com/PerrysMotorsUK
Check your Social Influence Score http://bit.ly/7JJSz8
#

23. DEALERSHIP STAFF CAN CONTRIBUTE IDEAS
Source: Facebook.com/PerrysMK
Check your Social Influence Score http://bit.ly/7JJSz8
#

24. RECOGNISE YOUR EMPLOYEE SUCCESS
Source: Facebook.com/PerrysAylesbury
Check your Social Influence Score http://bit.ly/7JJSz8
#

25. CURIOSITY CAN LEAD TO INTEREST & ENQUIRIES
Source: Facebook.com/PerrysBolton
Check your Social Influence Score http://bit.ly/7JJSz8
#

26. MAKE THE CAR BUYING EXPERIENCE ENJOYABLE
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

27. #YOLO: SO LIVE THE DREAM
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

28. SHARING HAPPY CUSTOMERS TO OTHERS
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

29. CUSTOMER COLLECTION INTERVIEWS
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

30. PROMOTE THE ACHIEVEMENTS OF YOUR TEAM
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

31. COMPETITIONS CAN INCREASE BRAND REACH
Source: Facebook.com/Caralot
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

32. SHOWING THE HUMAN SIDE OF THE DEALERSHIP
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

33. BE AWARE OF SOCIAL MEMES & TRENDS
Source: Facebook.com/Caralot
Check your Social Influence Score http://bit.ly/7JJSz8
#

34. MAKE THE MOST OF YOUR LOCAL CONNECTIONS
Source: ArnoldClark.com
Check your Social Influence Score http://bit.ly/7JJSz8
#

35. LET YOUR STAFF DO THE TALKING
Source: YouTube.com/RybrookCars
Check your Social Influence Score http://bit.ly/7JJSz8
#

36. SHOW THE HERITAGE OF YOUR DEALERSHIP
Source: Pinterest.com/EvansHalshaw
Check your Social Influence Score http://bit.ly/7JJSz8
#

37. LEVERAGE YOUR CREATIVE ASSETS TO INSPIRE
Source: Instagram.com/MercedesBenzRetail
Check your Social Influence Score http://bit.ly/7JJSz8
#

38. … AND SOCIAL CAN EVEN DRIVE LEADS & SALES
Source: Facebook.com/GTIWorld
Check your Social Influence Score http://bit.ly/7JJSz8
#

39. PANEL DISCUSSION

40. PANEL DISCUSSION
Lee Manning
Group Digital Marketing Manager, Perrys
Jamie Caple & Nick Donald
Directors & Co-Founders, Caralot
Calvin De-Freitas
Social Media Manager, Auto Trader

41. OUR TOP 10 TIPS

42. TIP 1: GET SOCIALLY SAVVY
Check your Social Influence Score http://bit.ly/7JJSz8
#

43. TIP 2: PERFORM A BUSINESS & MARKETING AUDIT
Check your Social Influence Score http://bit.ly/7JJSz8
#

44. TIP 3: PERFORM A SOCIAL AUDIT
Check your Social Influence Score http://bit.ly/7JJSz8
#

45. TIP 4: SET SOME OBJECTIVES
Check your Social Influence Score http://bit.ly/7JJSz8
#

46. TIP 5: PLAN SOCIAL MEDIA CAMPAIGNS
Check your Social Influence Score http://bit.ly/7JJSz8
#

47. TIP 6: PLAN TO MONITOR ON SOCIAL
Check your Social Influence Score http://bit.ly/7JJSz8
#

48. TIP 7: PLAN TO ENGAGE ON SOCIAL
Check your Social Influence Score http://bit.ly/7JJSz8
#

49. TIP 8: PLAN TO MEASURE & REPORT ON SOCIAL
Check your Social Influence Score http://bit.ly/7JJSz8
#

50. TIP 9: MAINTAIN & REFINE
Check your Social Influence Score http://bit.ly/7JJSz8
#

51. TIP 10: BE LIKE RICK
Golden rules of social media
•
•
•
•
•
•
Never gonna give you up,
Never gonna let you down
Never gonna run around and desert you
Never gonna make you cry,
Never gonna say goodbye
Never gonna tell a lie and hurt you
Check your Social Influence Score http://bit.ly/7JJSz8
#

52. THANK YOU
Jim Haysom http://about.me/jimhaysom
Business Development Director
Trader Media Group
Ian Pollard http://about.me/ianpollard
Senior Digital Strategy & Solutions Manager
Trader Media Group
Please share your feedback on Twitter
@RAZSOR

53. Q&A