Mastering the mobile check in digital dealer october 2012
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Cars.com Dealer Training Manager, Jack Simmons, presents "Mastering the Mobile Check-in" at Digital Dealer 13'
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Mastering the mobile check in digital dealer october 2012
- 1. Master the Mobile Check-In Harnessing the Power of Location-Based Marketing to Connect with More Car Shoppers 1
- 2. About Me Jack Simmons • Dealer Training Manager, Cars.com • Over 35 years of automotive retail experience Connect with Me: dealers.cars.com/facebook dealers.cars.com/twitter jasimmons@cars.com Tweet to us at @dealeradvantage
- 3. Today’s SO|LO|MO Shopper Nearly half of of mobile The number U.S. online Consumers want to read adults follow a users isvia social media retailer as many as 10Twitter Facebook, reviews expected to increase from 650 million a bloga local before choosing to 1.3 or in 2011 business billion by 2016 That’s more than the total number of social media users on all platforms today. Sources: Shop.org Social Commerce Study, BrightLocal Annual Consumer Review Study, Juniper Research: Mobile Social Media, 2011
- 4. Cars.com/Nielsen Study: June 2012 Cars.com commissioned Nielsen to conduct a survey of over 1,500 participants… They found that mobile makes it easy for shoppers to access vehicle prices and comparisons, dealer information and even social networking sites for recommendations, etc.
- 5. Today’s Agenda Engage the Mobile Measure Social Landscape your Traffic Shopper
- 6. Smartphones Dominate Shopping “It‘s estimated that the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.” eMarketer, Getting To Know The Mobile Population 6
- 7. Smart Devices Dominate Shopping 83% of mobile 48% of mobile car shoppers car shoppers have a have a tablet smartphone Up from 28%! Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen, 2012)
- 8. Is your Website Truly Mobile? Develop Mobile Websites and Apps ◦ Create a mobile-ready version of your dealership website ◦ Give your customers the option of searching your website via their mobile phone ◦ Allow customers to view your inventory, see detailed vehicle listings, complete lead generation forms, or click-to-call your dealership.
- 9. Mobile is Essential to Vehicle Purchase Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen, 2012)
- 10. Take Mobile to the Next Level… With Location Based Marketing Marketing that delivers media directly to the user of a mobile device dependent upon their location VIA GPS technology…
- 11. Are your Shoppers Advertising for You? 1 in 3 shoppers use mobile to… Check in to auto brand/dealership Share car research on a social network Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen, 2012)
- 12. Other Location-Based Engagement Local search Photo tagging Checking-in Leaving tips Reviews Nearly 3/4 of adults Redeeming get real offers time, location-based Responding to information from adds their smartphones Tagging tweets Source: Pew Research Center’s Internet & American Life Project Jan 20-Feb 19 2012
- 13. Engage the Mobile Measure Social Landscape your Traffic Shopper
- 14. Extend Your Reach into the Social Community!
- 15. Get Listed Other Places to Claim Your Listings: • Facebook Places • Foursquare • Google+ • DealerRater.com • Angie’s List
- 16. Tip: Claim Your Foursquare Listing Step 1
- 17. Tip: Claim Your Foursquare Listing Step 2 Next, Foursquare will verify your contact phone number and e-mail address, then you’re all set!
- 18. Build Your Social Fan Base with Offers
- 19. Build Your Social Fan Base with Check-Ins
- 20. Engage the Mobile Measure Social Landscape your Traffic Shopper
- 21. What Do You Track?
- 22. Why do you Track It? What are you trying Metrics to accomplish? Strategy How are you Goal tracking your progress?
- 23. Digging Into the Numbers Share of Mobile Traffic from iPad: 12/11 5.5% 12/10 0.9% Share of Mobile Traffic from Android: 12/11 8.2% 12/10 2.0%
- 24. Google Analytics Click Stream vs. Page Loads
- 25. Foursquare Merchant Dashboard
- 26. Digging Into the Numbers Effecting Change
- 27. Recap Today’s shopper is SO|LO|MO, are you? Is your website mobile ready? Claim your listings! Measure, measure, measure!
- 28. Questions?
- 29. Thank you!
Notas do Editor
- Today’s shopper connects with products, retailers, friends, family, etc. through Social Media. Because they prefer to be untethered (they are on the go) – they use their mobile devices to facilitate these connections.
- This study follows a similar one conducted in May 2011 for Cars.com…
- Mobile LandscapeEngaging the Social Shopper: How to leverage location based marketing in your storeMeasuring your Traffic: What do you measure and why?
- 83% smartphone ownership has stayed the same since last year. Tablet ownership has increased from 28% to 48%
- Take Away – Mobile plays a major role in the later stages of the purchase funnelWhat remains apparent is that shoppers find mobile useful in the car buying process and help consumers advance toward the purchase. More than 1 in 3 mobile car shoppers felt that the information they researched on their device was an essential factor in their vehicle purchase, and of intenders, nearly twice as many respondents had narrowed down their dealership choice since they first accessed an automotive website or app from their device.
- Take Away – Mobile plays a major role in the later stages of the purchase funnelWhat remains apparent is that shoppers find mobile useful in the car buying process and help consumers advance toward the purchase. More than 1 in 3 mobile car shoppers felt that the information they researched on their device was an essential factor in their vehicle purchase, and of intenders, nearly twice as many respondents had narrowed down their dealership choice since they first accessed an automotive website or app from their device.
- SOLOMO Manifesto (By Momentfeed)The location-based engagement (LBE ) channel presents unparalleled opportunities for marketers. It encompasses social media, direct marketing, consumer research, customer relationship management, loyalty, couponing, content, brand management, inbound marketing, search, customer acquisition, and more. It is rich with potential—the proverbial Holy Grail of marketing—and promises to close the loop at the point of sale.
- Take away: Your shoppers are not only using their smartphones at later stages in the purchase funnel, they are also advertising for you by sharing YOUR information with their family and friends. This is valuable word-of-mouth advertising that is free!The most valuable types of LBE are social. Engagements like check-ins and tagged tweets are being shared with a consumer’s social graph via Facebook, Twitter, Google, and/or Foursquare. These contextualized status updates are structured with consumer data and brand mentions. They amount to word-of-mouth marketing and should be viewed as earned media. As such, these engagements have inherent value in terms of reach, influence, and mindshare. To date, much of this LBE activity has been organic. Consumers are increasingly sharing their experiences, which often include brands and places. It’s incumbent on brands, then, to encourage and incentivize this behavior to maximize value.What remains apparent is that shoppers find mobile useful in the car buying process and help consumers advance toward the purchase. More than 1 in 3 mobile car shoppers felt that the information they researched on their device was an essential factor in their vehicle purchase, and of intenders, nearly twice as many respondents had narrowed down their dealership choice since they first accessed an automotive website or app from their device.
- These are a few examples of the many activities shoppers engage in using their mobile. (Location Based Activity)Take Away: Location Based Activity amounts to word of mouth marketing: Reach, influence and mindshare. Location-based activity is explicit and intentionalPew Internet Study (n=2253 adults; interviews conducted in English and SpanishAs smartphone ownership rises, almost three-quarters of smartphone owners use their phone to get real-time location-based information, and almost one in five use a geosocial service like Foursquare Almost three-quarters (74%) of smartphone owners get real-time location-based information on their phones as of February 2012, up from 55% in May 2011. This increase coincides with a rise in smartphone ownership overall (from 35% of adults in 2011 to 46% in 2012), which means that the overall proportion of U.S. adults who get location-based information has almost doubled over that time period—from 23% in May 2011 to 41% in February 2012.Meanwhile, more smartphone owners are using geosocial services like Foursquare or Gowalla1 to “check in” to certain places and share their location with friends. Some 18% of smartphone owners use geosocial services on their phones, up from 12% in 2011. This translates to 10% of all adults as of February 2012, up from 4% in May 2011.Some 75% of smartphone owners use at least one of these services, as shown in the following table. Not surprisingly, nearly all of the smartphone owners who use geosocial services (93%) also report getting location-based directions and informationThe SO|LO|MO Manifesto (SOLOMO Manifesto: Momentfeed Nov. 2011)Location-Based Engagement: The New ChannelThis paper and our approach to the SoLoMo space is framed around the phenomena of location-based engagement (LBE). This takes many forms and can be broadly described as any action a consumer takes to engage with a place. It is predominantly a mobile activity via smartphone applications and the mobile web. It can include local search, photo tagging, checking-in, leaving tips and reviews, redeeming offers, responding to ads, and tagging tweets. It is an explicit action that is distinct from a location-agnostic brand engagement online on one hand and being present but disengaged on the other. A location-based engagement opens a direct channel between consumer and brand that is unlike any other. One of the most compelling aspects of LBE is a consumer’s presence at the point of sale (POS). For the first time, brands can tie social engagements directly to offline transactions. In many cases, brands can reciprocate these engagements with various types of offers, which can include discounts, loyalty rewards, and other incentives. Unlike traditional couponing however, the value of an LBE incentive is multi-dimensional with an unrivaled ability to measure short-and long-term return on investment (ROI). This can be assessed in four key areas:1. The earned media (reach) of the initial engagement2. The personal data a consumer volunteers as part of the engagement3. The ongoing engagement when a consumer subscribes to a place (Like, follow, etc.)4. The ability to measure and optimize performance by comparing media spend, engagements, and redemptions with POS dataThis last point on measurement is worthy of expansion. As most LBE is organic—it’s just what people do—incentivising the activity requires awareness. This can take many forms from paid media to public relations and point-of-purchase displays. Regardless of the method, LBE enables media measurement at a precise and granular level. If the call to action is to engage, and one is properly measuring engagement, it’s quite straightforward to gauge the reach and effectiveness of that individual call to action. In the next three sections, we’ll review the SoLoMo universe as a marketing and technology stack. In other words, these are the fundamental layers of Social, Local, and Mobile and how marketers can participate in a meaningful way. “ FOR THE FIRST TIME, BRANDS “A total of 16.7 million mobile-phone subscribers used location-based services on their phones in March 2011. That amounts to about 7.1 percent of the entire population of mobile users. But among smartphone users specifically, 12.7 million checked in with such sites during the month, representing 17.6 percent of all smartphone owners.”
- Mobile LandscapeEngaging the Social Shopper: How to leverage location based marketing in your storeMeasuring your Traffic: What do you measure and why?
- Navigate your browser to http://foursquare.com.Make sure you’re logged in, or sign up if you don’t already have an account.Find your business.Click on “claim here.”
- Consumers want offers and specialsFacebook Offers (new as of 5/7/2012)Yelp dealsTwitter is great for incentivesBefore offering deals, however, make sure you check the rules of each site! Facebook and Yelp both have specific Offers features and may crack down on deals and incentives listed on your profile pages via other means, such as including them in your description, as a photo or even a traditional status update
- Mobile LandscapeEngaging the Social Shopper: How to leverage location based marketing in your storeMeasuring your Traffic: What do you measure and why?
- Workbook cue: all metrics sectionsWhat are you trying to accomplish? Your metrics should help you get there.Beyond sales, what are you trying to accomplish?Drive more ROI?Increase contacts? Grow walk-in traffic?Improve staff performanceImprove service efficiency?Increase customer satisfaction?Foster more loyalty?Reviews metrics – use them to drive more volume, assess customer service performance, etc.Advertising performance – change messaging/creative, landing page or alter your marketing mixSocial media – track likes, engagement and shares to lock in what gets customers talkingLead process performance – how are individuals contributing to the larger whole? Room for improvement?E-mail, SRP/VDP shouldn’t be the only metrics
- Example of John Eagle metrics – Traffic by DeviceAnimation 1: Look at the increase in traffic – are you mobile-optimized to make the most of it?Animation 2: Look at how iPad and Android traffic has grown year-over-year – how does that affect your mobile planning?Animation 3: and look at the variation in overall share of traffic between stores – how does that inform your people on a store-by-store basis?point: don't just track to track and don't apply processes/investments everywhere -- you need to do what works with the overall strategy of your store and for your specific customer base)
- About their merchant dashboard: Do you love information about your customers? Once you’ve claimed your business on foursquare, you get full access to real-time data about your customers, including:Total daily check-ins over timeYour most recent visitorsYour most frequent visitorsGender breakdown of your customersWhat time of day people check inPortion of your venue’s foursquare check-ins that are broadcast to Twitter and FacebookIf you’re a chain with multiple locations, see aggregated stats across all of them.It’s super useful, and can be used to tailor your specials and grow your business. And of course, it’s all free.
- Just a few examples of how they effected change: [CLICK] After seeing a <1% conversion rate on impression-based mobile advertising, switched some advertising to pay-per-click, which saw a 20-30% conversion rate and better ROI Jim also found that their Google Places display advertising package investment left mobile benefit on the table. Adjusting this package to take full advantage of their investment from a mobile perspective had (this impact).[CLICK]: In order to provide better customer service, as well as to increase efficiency for both customers and the stores, the group sought to drive mobile app downloads: - F&I has customers download the app at the point of sale and schedules their first appointment on the spot- Considering driving advertising to their app to increase downloads [CLICK] Tip: The group also pays close attention to their bounce rate – according to Jim, a bounce rate of 60% or higher could mean your mobile site is taking too long to load or too difficult to navigate.