1. THE VALUE OF REVIEWS

2. “If it is to be, it’s up to me.”
Jackie B. Cooper as quoted in
“The Prosperity Equation” by Jim Ziegler
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3. You Only Know What You Know!
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4. Zero Moment of Truth
• Download a free copy of this
eBook written by Google
• This is a very fundamental
concept which should fuel your
business investments in digital
marketing and social media.
• Ignorance of ZMOT in
expensive!
• www.zeromomentoftruth.com
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5. • 83% of car shoppers used the internet to research vehicles
• 79% used search to research a Dealers
• 37% found social sources to be an influential driver when
making purchases, double from 2010
• 44% of consumers posted comments about the dealer they
purchased from. 80% positive
• 28% changed their dealership selection based on a dealer
review.
• There are more reviews online for a 39 cent pen than most
dealership.

6. PCG Digital Marketing

7. Shopping Cycle Compressed

8. Goals
• Who is the new “Digital” Customer
• Understanding Reviews and how they impact your business.
• How behavior onsite impacts online reputation
• What processes Dealers need to implement
• On Site Branding of Reputation
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10. Reviews are Used Everywhere
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11. DOES THIS
REPUTATION MANAGEMENT
“THING”REALLYAFFECT US?
SHOULD WE TAKE THIS
SERIOUSLY?

12. What is your Reputation?

13. Circle of Influence
Customer
Friends &
Family
Online
Marketing
Past
Experience
Traditional
Marketing
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14. It Has Nothing To Do With CSI
• Consumers have no clue what your OEM
CSI Scores mean.
• You can have the highest CSI scores and
be perceived as having the worst ONLINE
CSI scores in the market.
• It’s not what is found on just ONE
website!

15. Keys to Your Online CSI Success
• Top down involvement in
needed.
• Define behavior needed to
achieve level of service
• Train on new behavior
• Follow up and encourage
star employees.

17. Main Site

18. Why Not Create Sliders for Each

19. Google + Local Need Photos of
Customers,
Check
Categories, Make
sure listing is
claimed

20. Google + Local Photos of happy
people enhance
the experience for
the consumer

21. Google + Local

22. Know Where You Drive Customers

23. More recent
reviews needed.
Respond to
negative reviews

24. Yelp needs Help Needs optimization
and response to
reviews. Need more
effective strategy to
get reviews

25. Asking for Review
• Ask Everyone
• Ask while paperwork is being
done or downtime
• Ask for personal review, not just
for dealership review
• Explain to them that an email will
be sent out with a link
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26. Where To Post
• Google + Local
• Yelp
• Third Party Platforms
• Sites in Your Google + Local
Account
• Type “Name of Business Reviews”
for list

29. Responding to Reviews
• Keep it Short
• Respond to all Negative
• Respond to 2/3 of positive
• Give your name, title and
direct phone #
• No email in response
unless # is there as well
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30. You Have To Respond!

31. Email Templates
• Write out a personal thank
you
• Compare it to your Template
• Change it to be more
personal
• Include a short video
• Link to reviews and ask for
reviews
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32. Creating The “Atmosphere” for Reviews
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33. Put Your Staff Front and Center

34. Marketing Reviews
Inside and Out
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35. Wall Of Fame
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36. Sales People Front and Center
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38. How to Use Social for IRM
• Monitor Reputation
• Respond to customer service comments
• Broadcast the positive
• Showcase the human element of your business
• Learn from the data

39. Social Platforms
• Instagram:
– “Artsy” Photos & Short Videos
– Descriptions & #hashtags
• Facebook& Google+:
– Build: Photo and Video Happy customers, Candids of
employees, Community Involvement
– Protect: Respond & Broadcast - screenshots of
Reviews
• Twitter:
– Build: Photos and Videos
– Protect: links to blog posts
– re-tweets

40. Social Platforms

41. Summary
• Create The Atmosphere On Site
• Create a specific process to get reviews
• Let customers know results and changes
• Market your performance online (sales and service)
• Use all effective Channels to do so
• This does not stop. New Culture begins today!
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42. Reputation Management Checklist
• Check all review platforms listed on Google + Local
account
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43. Reputation Management Checklist
• Found all review platforms on page one for search of
Dealer Name + Reviews
• Created Spreadsheet listing all sites that will be focused
on over next few months
• Checked review sites daily for new reviews
• Responded correctly to reviews
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44. Reputation Management Checklist
• Reviews are easy to find on website
• On Site there are materials showing Staff asking for feedback
• On Site there are other customer feedback branding assets
• Changes that are being made based on customer feedback are
being communicated at the dealership level.
• Reputation results are being discussed in weekly meetings.
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45. Final Thought
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46. PCG Digital Marketing

47. • Join online communities that allow you to engage with your peers and
get help for free and keep up with the constant changes in the digital
world:
• www.internetsalesmanager.org
• www.dealerrefresh.com
• www.drivingsales.com
• www.automotivedigitalmarketing.com
• www.dealerelite.net
• Need Assistance, Just Call!
• Office: 732.450.8200
• Email: kristen.chiarello@pcgmailer.com
• Email: melanie.ferrato@pcgmailer.com
• www.pcgconsultingservices.com
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48. Thanks
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