Social Culture: The paradigm shift that modern dealers must implement in 2016 Subi Ghosh Subi Ghosh | Dealer Authority | Executive Vice President |

My Story Subi Ghosh | Dealer Authority | Executive Vice President | Seven years Three dealer groups Three completely unique cities/regions Single point and multipoint groups Independent, Ford, Nissan, Hyundai, Mazda, Toyota, Honda, Buick GMC Internet Assistant to Manager and Director to Ecommerce/Sales Director “Vendor” for a year and a half

Culture vs Social Culture Subi Ghosh | Dealer Authority | Executive Vice President |

Social Culture Not a buzzword. Not one-price. Not about losing gross Team Impression. Community engagement. Increased gross

Can Social Media sell cars? Subi Ghosh | Dealer Authority | Executive Vice President |

Green Pea Training Subi Ghosh | Dealer Authority | Executive Vice President |

Three simple steps to a Social Culture Subi Ghosh | Dealer Authority | Executive Vice President | 1.Identify your Identity 2.Create a Plan 3.Engage, Engage, Engage

5 words Subi Ghosh | Dealer Authority | Executive Vice President |

Identify your Identity Subi Ghosh | Dealer Authority | Executive Vice President |

In Black and White Subi Ghosh | Dealer Authority | Executive Vice President | Mission Statement Motto Team Values Team Pledge Event Posting Process Photo use authorization waiver Posted photo use sign

Identify your identity Subi Ghosh | Dealer Authority | Executive Vice President | Start at the top Get management involved to define who you are Look at what how your community feels about you Be authentic to your history, ownership, and culture

Create your plan Subi Ghosh | Dealer Authority | Executive Vice President |

Advocate vs Participant Subi Ghosh | Dealer Authority | Executive Vice President |

Social Media Policy Subi Ghosh | Dealer Authority | Executive Vice President | Distinguish the difference between an Advocate and a Participant Provide rules in which they can clearly see what is expected and not Provide even basic dos and don'ts Be specific: How to comment, when to comment, what not to post

Three simple steps to a Social Culture Subi Ghosh | Dealer Authority | Executive Vice President | 1.Identify your Identity 2.Create a Plan 3.Engage, Engage, Engage

Engage, Engage, Engage Subi Ghosh | Dealer Authority | Executive Vice President | Strategy behind posts Create and share stories that relate to your dealership Don’t just look to engage for the wrong reasons. Be relevant! Use advertising effectively Have some fun!

CONTACT INFO Full Name: Subi Ghosh Company: Dealer Authority Job Title: Executive Vice President Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad