Top Tips to Monitor & Manage Your Online Reputation Leveraging Social Media

AGENDA Importance of managing your online reputation Use social sites to reach customers Target social ads and increase ROI

79% of car buyers (up from 75% prior year)say using the internet, including social media and review sites, was the most helpful when researching car dealerships – surpassing all other mediums

Start with the basics

Have consistent business information across all sites Phone number, address, website URL Google rewards consistency

Highlight offers on popular social & review sites Special offers allow you to “give back” to your loyal customers and attract new business Buying a car before the end of the year? Don’t forget to protect your purchase! Get protection at a discounted rate!

Build local awareness for your brand Connect with your community through social media

Pay attention to your reputation

Leverage top review sites in search 70% of car buyers look at review site star ratings in Search Results even if they don’t click through to read reviews Reviews sites with high volume are now showcased in Google search results – create a process to increase reviews

A good reputation is insurance for all of your advertising dollars! Use surveys to increase reviews 67% say they are open to completing a survey and 1/3 will give you actionable feedback A good reputation is insurance for all of your advertising dollars!

Educate your teams about surveys Communicate the importance of customer feedback to your teams and partners Get your frontline trained and involved in communicating the process to your customers

Improve survey response rates Set expectations and monitor email capture rates Thank customers for their time and include an offer or prize Auto Finance Canada Keep instructions easy and simple Survey questions should be short

Request feedback by text surveys We really appreciate your business! Click here https://das.io/feedback to tell others about your experience on one of the sites displayed. Easy and instant feedback!

Have a process to respond to all surveys, reviews & comments 78% of people that reach out to a brand expect a response within an hour. Like/respond to ALL comments – Positive and Negative Start and engage in conversations to improve brand awareness

Pro Tip: Dispute reviews that violate sites’ Terms & Conditions Respond to unhappy customers the RIGHT way Pro Tip: Dispute reviews that violate sites’ Terms & Conditions Don’t get into too much detail. Fix issues offline! Provide a contact to discuss situation and don’t go into detail on remedy in the response. Avoid creating a culture of the only way to get anything is by leaving a public review

Don’t only respond to the negative reviews Respond to happy customers too Don’t only respond to the negative reviews

Social sites are review sites – monitor & respond!

Use check-in offers and surveys to get more reviews on Yelp Pay attention to Yelp – Apple does! Use check-in offers and surveys to get more reviews on Yelp Apple isn’t ignoring Yelp! Your Yelp ratings are showcased in all map searches

Leverage social ads to increase sales

Target local customers with common interest posts and ads Interest-based ad targeting Target local customers with common interest posts and ads Not all advertising needs to be sales/service based In the market for a car – don’t forget service warranty or highlight financing offers

Target consumers in your competitor’s backyard Local awareness & competitive area targeting Target consumers in your competitor’s backyard Are dealerships running specials? Target consumers in the area with information about your products Local awareness targets customers location on their mobile device versus standard geographic targeting that looks at the zip code the user has in their profile

Retargeting campaigns for sales Retargeting previous customers when they are in the market to buy again Retargeting previous customers when they in the market to buy again – ABC Financing – In the market for anew car – check out our new low rates.

Track engagement on social ads Actively monitor your campaign for comments and questions Respond to comments from ads that do not appear in your timeline

Track results Website traffic results 3 Website traffic results Don’t let mobile leads go unnoticed – track ALL results

Measure in-store sales Offline conversions utilize your list of customers and match them to Facebook profiles Measure in-store sales $1000 for 18 sales and 41 service visits – 8 sales in the first 7 days of campaign!

Quick Tips

Watch social site content – have a social media policy in place DON’T post inappropriate or old content DO post new and consistent dealer-specific content

Track social media promoted posts DON’T use auto-boost promotion DO pay attention to your spend

Remind car buyers about your warranty/financing/protection options! Crowdsource on Twitter Proactively search for key words being used by local customers Strike fast to keep your business top of mind! Remind car buyers about your warranty/financing/protection options!

Pro-Tip: Remember to proofread your posts! Target in-market customers with social ads Pro-Tip: Remember to proofread your posts!

Request a free social media intel report: http://digitalairstrike.com/resources

? ? Questions? alexi@digitalairstrike.com ?

Thank you!