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

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

4. 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

5. Start with the basics

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

7. 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!

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

9. Pay attention to your reputation

10. 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

11. 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!

12. 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

13. Improve survey response rates
Set expectations and monitor 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

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

15. 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

16. 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

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

18. Social sites are review sites – monitor & respond!

19. 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

20. Leverage social ads
to increase sales

21. 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

22. 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

23. 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.

24. 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

25. Track results Website traffic results3
Website traffic results
Don’t let mobile leads go unnoticed – track ALL results

26. 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!

27. Quick Tips

28. 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

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

30. 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!

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

32. Request a free social media intel report:

33. ? ?
Questions? ?

34. Thank you!