3. Overview
• Perspective
About Rick Case Honda
• Finding Point A
Discovering the What, The Who and The How
• Journey To Point B
Building an effective social media strategy
• Moving Forward
The future of social media for Rick Case
Honda
12. Looking For The Magic Pill
We evaluated EVERYTHING….
Every Department
Every Manager
Every Compensation Plan
Every Process
Every Vendor
13. Looking For The Magic Pill
What We Did…
Simplified The Customer Experience
Tore down “walls” between departments
Simplified Our Messaging
Consistent Branding in every
department
One core message
14. Reinventing The Customer Experience
5 Departments – 5 Customers One Dealership – One Customer
New Cars
Used Cars
Rick Case
VS
Service Honda
Internet
Parts
One Way Communication Two Way Communication
16. Benefits
Easy for customer to move from one department to another
Higher performance from employees
Many Things One Thing
VS
Prone To Constant
Mistakes Improvement
22. Amazing Results
Customer-pay RO counts up over 30%.
30% increase in monthly service customers (with average customer
spend of $350.00 per visit).
148% increase in Service Drive Sales - from 45 (2011 Average) to
105 (May 2012).
Overall used car business up over 50%.
Huge lift in CPO sales - went from 16th to 4th in nation for CPO
sales (over 135 CPO units per month)
New Service Revenue from certifying cars bought from service lane
($1,300 per RO).
This is not about marketing.
creating a formula that delivers a
This is about
Consistent, Positive Customer Experience…
25. PROBLEM
Out-Dated Posts
Negative Content
No Substance
Lack of Response
No Consistent social media Strategy
Lack of Content
This Was Point A
26. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Customer sees ad and Search results show ratings
searches for dealership on for all dealers in that market
Google
27. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Not Acceptable!
Customer sees ad and Search results show ratings
searches for dealership on for all dealers in that market
Google
28. Journey To Point B
Developing An Effective Social Media Strategy
29. Social Media SWOT
WEAKNESSES
Large database – over 100k customers
STRENGTH
Lack Of Understanding
Great “real world” reputation
S W
No Social Media Strategy
S
Great facilities (1,000 visitors per day)
No Reliable Vendor Partners
400 Quality Employees
Lack of Consistency
Unique Buying Proposition
In-house Video Production Company
Negative content on social sites
OPPORTUNITIES
Leverage production company to Small Digital Signature
promote Rick Case Honda culture and Dated Product
O T
THREATS
competitive advantages Competition from Hyundai and Ford
Take advantage of new technologies
New VW dealership next door
Leverage employee relationships
30. Guidelines For Strategy
Had to be good for the customer, and good for the
dealership
Had to be authentic (no gimmicks)
Had to generate productive, local interaction
Had to be system driven – not dependent on the
talent of a single person
Had to be sustainable
Had to be consistent with our culture and integrated
marketing/ communication strategy
31. Strategy For Social Reach
Our Dealership
We are committed to delivering
a 5-Star customer experience
Our Employees
We have over 400 employees.
200 assisted with our last
social media campaign.
Our Customers
Over 1,000 customers visit the
Rick Case Campus EVERY DAY!
Friends & Followers
Relationships generated by our
employees and customers
32. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Click next slide for video example
34. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Create processes around encouraging and facilitating customer
generated content – ie: Comments, Posts, Reviews and Ratings
35. Capturing Customer Feedback
Using the sales process to turn awkward time into productive time.
1 2 3 4 5 6
Ask To Publish
Rate Detect Address Collect Post To Social
Dealership Negative Concerns Review Facebook Sites
& Twitter
43. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
49. THANK YOU DEALERSHIP SPONSORED
SOCIAL NETWORK
(community)
Rick Case
Story, Article
or News
50. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Prepare for real-time opportunities - Social Media is the
Customer Centric CRM (Social Media as the new CRM app)
51. Facebook Watch
Multiple Persons with Admin
Rights to Facebook
Scheduled Responsibility
Negative Post
First Response in <10 Minutes
Escalated – Manager Engaged
Issue Addressed – Customer Happy
Another Win For Rick Case Honda
52. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Prepare for real-time opportunities - Social Media is the
Customer Centric CRM (Social Media as the new CRM app)
Engage employees and Leverage employee relationships
61. Results
• “Likes” – 2,110
• Social Reach – over 480,000
• Increase in Page 1 Google online market
share rankings
• Increase in website visits
• # video views on automotive community
sites
Automated – coming from sales managerNOTE: Ite used to be that we sent and email to get an email (Bulk email out – small number back). Now we send emails to get customers to interact with 3rd parties – so we see it along with the world.
MyMiamiHonda.com becomes the content repository and centralized distribution point feeding out across the social web and into the appropriate site profiles and accounts from amongst 300+ that have been set up to date for Brickell Honda.
Articles and content being syndicated out from the MyMiamiHonda.com hub social network contain references, citations, reviews and a wide range of content that all link back to BrickellHonda.com
Brickell Honda’s syndicated profiles set up within over 200 of the web’s most popular business listing services and online directories such as Google Places, Yahoo Business Listings, Merchant Circle and more serve as a primary driver of inbound phone call traffic to the dealership’s sales and service departments.
Sharon – the title needed to be removed completely from this slide and the graphic needs to be enlarged to fill the entire page. It’s the only way to make this slide work.