The “Next Big Thing” in Digital Marketing John Sternal Director of PR & Social Media – Merit Mile Full Name I Company I Job Title I John Sternal I Merit Mile I Dir. PR & SM I

Contents John Sternal I Merit Mile I Dir. PR & SM I About John Sternal Leveraging Today’s Tools Emerging Social Media Platforms Technology Innovations The Future

About John Sternal John Sternal I Merit Mile I Dir. PR & SM I Published author Automotive blogger Integrated marketer Automotive Spokesperson for Black Book, LeaseTrader, Swapalease, and more Edmunds.com automotive safety conference John Sternal Director of Public Relations & Social Media

John Sternal I Merit Mile I Dir. PR & SM I How to Leverage the “Next Big Thing” in Digital Marketing If Facebook went away tomorrow, what would your social media strategy consist of?

Today’s Social Tools… John Sternal I Merit Mile I Dir. PR & SM I The average American spends 40 minutes a day on Facebook alone, and ignoring social media is perilous because “it de facto becomes part of the buying decision,”.40 minutes a day --Nick Gill, Author of CapGemini study on car shoppers and social media Source: AdWeek & ComScoreAdWeek 50% Increase to VDP due to Facebook ads 37% Amount by which Facebook ads lift visits to a car brand’s larger website

May Not Be Tomorrow’s John Sternal I Merit Mile I Dir. PR & SM I A closer look reveals… Facebook’s user growth has slowed considerably Facebook’s total population is middle age and boomers Who are tomorrow’s Facebook users? Source: International Business Times

The Right Game Plan John Sternal I Merit Mile I Dir. PR& SM I Regardless of which platform you use, the three keys for social sales success remain: Content Engagement Be Innovative Top 5 things consumers want to see on a dealership’s social media page. 1.Dealership service promotions 2.Pictures of cars 3.Sales promotions 4.Reviews from customers 5.Articles about cars

What’s Good Content? John Sternal I Merit Mile I Dir. PR & SM I Videos Articles about cars “How-To” articles Testimonials Car reviews Community news Negotiation tips Financing information Service and repair tips and info Employee vignettes

How Do You Engage? John Sternal I Merit Mile I Dir. PR & SM I Importance of “Humanizing” your car dealership "We recently started a Periscope account to do sort of a behind the scenes of an SF startup," Emily Schuman, community manager at Roost, a self-storage and parking company, said. "We're using it for things like chats with our CEO, live talks that our COO gave at 500 Startups, and sometimes just fun things we do around the office.“ -- Business News Daily, August 17, 2015Business News Daily Do you talk TO your customers, or WITH your customers?

What’s Innovative? John Sternal I Merit Mile I Dir. PR & SM I

Emerging Social Platforms John Sternal I Merit Mile I Dir. PR & SM I What’s possible today What’s possible but still in its infancy What’s the potential for tomorrow (but already being talked about)

Periscope John Sternal I Merit Mile I Dir. PR & SM I Discover the world through someone else’s eyes Live video Real-time updates of events Revolutionizing citizen journalism

Periscope John Sternal I Merit Mile I Dir. PR & SM I Share the videos of the latest tings happening at your dealership with the world via live video streaming

Cyber Dust John Sternal I Merit Mile I Dir. PR & SM I Temporary mobile messaging – texts disappear 24 seconds after being read Blast messages & locations Promotional content, URLs & more Conceptually similar to Snapchat Developed by Mark Cuban

Cyber Dust John Sternal I Merit Mile I Dir. PR & SM I Dealer will be able to send out “blasts” to all their followers to let them know what’s new and any promotion that the dealership is doing. IN return, customers will be able to directly contact the dealership and interact on a private level.

Snapchat John Sternal I Merit Mile I Dir. PR & SM I Send & receive updates from friends as well as brands Stay up to date with others through sharing of videos & pictures Chatting feature allows for private discussion Similar to Cyber Dust

Snapchat John Sternal I Merit Mile I Dir. PR & SM I Share photos, videos and text about what’s going on at your dealership

Mobli John Sternal I Merit Mile I Dir. PR & SM I Share mobile photos & unlimited-length videos Conceptually similar to Instagram Broadcast live events Follow & keep up with locations and hashtags

Mobli John Sternal I Merit Mile I Dir. PR & SM I Share status updates, music, videos, articles and more with your followers to keep them up to date with promotions and news from your dealership

Sulia John Sternal I Merit Mile I Dir. PR & SM I Subject based social network Connect users with expert & new sources Engage specific interests “Sulia Select” matches top experts with leading publishers & retailers (it’s like doing a google search on popular social media sites)

Sulia John Sternal I Merit Mile I Dir. PR & SM I Connect with car fanatics everywhere by sharing articles, blogs, pictures and videos through this topic-based online community

Medium John Sternal I Merit Mile I Dir. PR & SM I Share stories & ideas Generate expert content Collaborative Offer feedback to others Find an audience tailored to you (a good use for car dealer reviews)

Medium John Sternal I Merit Mile I Dir. PR & SM I Dealers will be able to share their knowledge of cars and other articles through this app and position themselves as industry experts

Other Innovations John Sternal I Merit Mile I Dir. PR & SM I

Apple Watch & Wallet John Sternal I Merit Mile I Dir. PR & SM I Customer interaction on your wrist Deals and promotions updates Apple Pay for service and other accessories Dealer apps tied in for push notifications –Service visits –Lease return deals –New inventory –Additional promotions

Mobile Payments John Sternal I Merit Mile I Dir. PR & SM I # of US adults using mobile payments Source: Brian Solis # of Starbucks customers using mobile payments # of Starbucks customers leveraging smartphones for loyalty benefits One last word on Mobile Payments…

WebRooming John Sternal I Merit Mile I Dir. PR & SM I 88% Number of consumers surveyed who researched online and bought at physical store Source: AccentureAccenture Remember when showrooming was going to kill physical retail? How are you maximizing your online lead-gen to the store? How are you providing an educational “experience”? What’s the big incentive to come into the store? (the answer isn’t make an appointment)

Omni-Channel Is Mainstream John Sternal I Merit Mile I Dir. PR & SM I Definition: A multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store. Think of omni-channel shopping as providing the customer multiple ways of purchasing the same product.

The Future John Sternal I Merit Mile I Dir. PR & SM I

Drones John Sternal I Merit Mile I Dir. PR & SM I If you can dream it…you can Drone it. While minimal impact today, tomorrow drones may play a vital role in the delivery of cars to shoppers. How might this impact your dealership?

Share an important takeaway you received from this session using hashtag #DD20 for a chance to win an iPad Contact Info Full Name: John Sternal Company: Merit Mile Job Title: Director of Public Relations & Social Media