SUPERIOR HONDA OF OMAHA Social Media Strategy

Research – By the Numbers DealershipFacebookTwitterYouTube Woodhouse910N/A19,100 H&H Chevrolet7601,47321,340 Atchley Ford Nissan of Omaha76N/A7 Superior Honda of Omaha 58N/A144 O’Daniel Honda44N/A  There are almost 440,000 potential Facebook Fans over 18 in the Omaha Metro Area

Research – Social Review Sites

Customer Relationship Management Brand Management Conversion Support Search Engine Optimization Goals for Superior Honda

Goal One: Customer Relationship Management  Engagement  Even a loyal customer may only purchase every 2-5 years  Relationship touch points are scarce  Customer Service  Customers will trust a repair center if a relationship exists  Letting community speak for you is powerful defense to possible complaints

Goal Two: Brand Management  No gatekeeper  Can announce charity work and community involvement directly to fans  Link to supported charities  Share press releases and coverage from the local and national website  Share positive reviews from around the web – including ratings sites

Goal Three: Conversion Support  Promotion  Creates Top-of-Mind Awareness  Highlight Specials and Advertisements hours before high- volume times  Brand Management  Provide information that reinforces Honda brand  Friend recommendations are extremely valuable and very easy to encourage on social media

Goal Four: Search Engine Optimization  Social Search  When signed into account, Google uses information from your social circle to inform the search For Example – signed in Used Cars in Omaha – 4th place not signed in – Used Cars in Omaha – 10 th place  Review Rating  Google Places includes review section Superior Honda ranks as number one Omaha Honda Dealer 4+/5 stars on dealer rater (ranks high when looking for Honda Omaha reviews) Facebook will act as another space to play these reviews up

Building a Community  Why do users “like” a page?  40% to receive discounts and promotions  39% to show my support for the company to others  36% to get a “freebie”  34% to stay informed about the activities of the company

Building a Community  Tactics for increasing fan count on Facebook  Provide incentives for customers to fan and tag the page  Take photos of all new owners and post on Facebook Personal message from sales person thanking them and inviting them to tag the photo  Giveaways of Superior Honda Gear Tell us why you love your Honda – get your friends to vote for your post

Engaging the Community  Tactics for engaging with fans  Games that reward active community members and support branding Trivia Games about Honda and Superior Bingo – Highly Shareable  Community-based link with question is best way to encourage conversation  Monitor links CTR in addition to comments and likes

Benefits of an Engaged Fan  Top-of-Mind Awareness  Average person spends more than an hour a week on Facebook – more than any other site  More likely to see/share content  Edge Rank  Viral content  More likely to trust content provided by Superior  Trust reviews and opinions

Turning a Customer into a Brand Ambassador  Provide incentives for referring and posting said referral online – create on and offline brand ambassadors  Ensure that most posts are shareable  Make the ask  Ask buyer to tag themselves in photos  Encourage fans to post about positive experiences

Turning an engaged fan into a customer  Deliver product information with sales tone just before high-volume sales times  No more than once a week  Provide promotions for more immediate purchases by service department

Example Content Calendar

Twitter  Linking accounts allows for two channels with little extra effort  Twitter is integrated into search results  Increases chances that messages are seen

YouTube  Most local auto dealers syndicate content from the national car companies  Take advantage of the Honda page by linking directly to it from the Facebook page  Take local videos from sponsored events and employee testimonials

Key Social Deliverables  Increase total number of “likes” to 1,000 in a 12 month period  75-80% local (average local fan percentage for retail businesses is less than 20%)  Average CTR of 10% Year end goal as content becomes more personalized  Create strong community of brand ambassadors  Monitored through sentiment tracking  Monitor use of Facebook in conversions through socially conducted surveys.