Reputation Marketing is just the first step. Get reviews and then what. Learn how to grow your brand online and utilize your positive customer feedback to influence the next prospective customers online.
2. Let’s Connect Online
Glenn Pasch, CEO
PCG Digital Marketing
glenn@pcgmailer.com
Twitter:
@sidebysidecoach
LinkedIn:
www.linkedin.com/in/glennpasch
Blog:
www.glennpasch.com
Website:
www.pcgdigitalmarketing.com
3. • What is Reputation
Management/ Marketing?
• Why is it Important?
• How to be proactive.
• How to Market it Online.
• How to Market it Onsite.
• How it Makes You $$.
• Homework
7. The Changing Nature of the Customer Journey…
1 in 4
search results
for the World’s Top 20
largest brands are links
to user-generated content
SEARCH
CHECK BLOGS
STIMULUS
PURCHASE
The average U.S. shopper
READ
REVIEWS
NETWORK
57% of people
10.4
consults
sources
prior to purchase
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011,
Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
talk more online than
they do in ―real life‖
SHARE VIDEOS
8. Digital Consumer Trend
2.0B internet Users
4.1B mobile Users
2.1B searches daily
1.9B social network users
35h video uploaded each
minute
Source:
• eMarketer.com
• Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+
• NetPop Research
Auto Consumer Trend
90% car buyers are online
75% start research online
Auto videos positively impact
79% buyers
32% mobile users say video
sites help drive their decision
46% buyers worldwide likely
to make an auto purchase
based on social sites
9. Are You the 1.3 or Zero?
It is critical to note that the first dealership showroom that customers visit
will tend to make the sale. According to the 2011 JD Power Automotive
Internet Roundtable Study, the average car buyer will visit 1.3 dealerships
before making a purchasing decision.
This important number has decreased from past years. As recent as 2005,
customers would visit approximately 4.1 dealerships before purchasing a
car. Due to these changing statistics, it has never more vital for dealerships
to get customers into their showrooms, before a competitor achieves this
goal and ends up making a sale.
30. Asking for Review
• Ask Everyone
• Ask while Paperwork is being
done or downtime
• Ask when exchanging payment
but mean it!!!
• Ask for personal review, not for
dealership
• Explain to them your process
33. 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
34. What To Do Online
• Banners:
–
–
–
–
Charitable Events
Awards
Testimonials
Mission Statement
• Videos:
–
–
–
–
Testimonials
Why Buy Here/ Service Here
Staff interviews
Events/Charities
43. Multiplication
• Video Testimonial
– Video on website
– Push out of Social Media
– Create a Blog Post
– Use in Email Newsletter
– Create a customer testimonial You Tube Channel
59. Summary
•
•
•
•
•
•
Reputation Marketing is Proactive
Decide Who You Are
Leverage is at all Stages of Customer Journey
Multiply Your Efforts across Internet
Make Sure On Site Matches Online
Keep It Up To Date
60. Homework
• What is your dealership doing for reputation?
• Describe your process for reviews?
• Describe how you are using video to enhance
your reputation?
• What areas could your dealership improve on?
• Describe how a company you have dealt with
outside of automotive actively manages their
online reputation.
63. • Join online communities that allow you to engage with your
peers and get help for free:
– www.internetsalesmanager.org
– www.dealerrefresh.com
– www.drivingsales.com
– www.dealerelite.net
• Need Assistance, Just Call!
– Office: 732.450.8200
– Email: glenn@pcgmailer.com
– www.pcgdigitalmarketing.com
PCG Digital Marketing