Let Your Social Media Sell Your Service

Transcription

1 Let Your Social Media Sell Your Service Amol Waishampayan Digital Creative Director Stream Companies Malvern, PA

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2

3 Learning Objectives Upon completion of this workshop, you will be able to: Effectively invite your current customer base into your online community in order to fuel your fixed operations. Extend new-car customers into lifetime-service customers to build more revenue per customer. Leverage a brand new Facebook advertising technique in order to grab completely new customers in your target market. Build a relevant online community of customers who buy repeatedly to let your social media do your selling. What is Your Social Presence Like? The Most Common Story Today Why are you unique? Every car dealership thinks they are the most unique. Do you have anything you can list that no one else in the room can list? WAY too many DealerRater auto posts Sales incentives that annoy people Cats and pictures that have nothing to do with you 1. Customer service 2. Large inventory

4 Social Media is: Unprocessed Authentic No BS WHO YOU ARE A window into your business People don t buy based on logic, they buy based on emotion, and justify with logic What Should I Put Out There? Happy Customer Delivery Photos RATE YOURSELF Put a checkmark next to each item you currently do: New Sales Incentives Fun and Engaging Content Sales and Service team pictures Events and Charity Behind the Dealership Content Facebook Offers Service Specials Happy customer delivery photos Behind the dealership content Service specials Facebook offers Events and charity Sales and service team pictures New sales incentives Fun, engaging content TOTAL (add up total checkmarks) 7 Excellent 6 Great 5 Best 4 Better 3 Good 2 Average 1 Poor 4

5 Quick Guide to Tactics Tactic #1: Take pictures all of your new- and used-car sales customers with their vehicles Make sure you: Get a release form signed Get your agency to watermark it Get names and make/model Tell them to check it out and share! Tactic #2: Tell your story. Who are you? Who is your team? Make sure you: Use pictures! Celebrate experience Put a face on your service Get your agency to watermark it Tactic #3: Grow your service community with social advertising Make sure you use: Social Advertising Precise Targeting Tactic #4: Send your service specials to the right people (Facebook Offers) Tactic #5: Social listening: grab people who need your service! 5

6 Facebook Offers Based on the presentation, think of five Facebook Offers for both service and sales. This can be based on your most successful direct-mail pieces. Service Sales Ways to Target 1. CRM pulls of database 2. Current precise interests, keywords, geographic, demographic, standard targeting used today 3. POLK data 4. Datalogix targeting Keep it simple Target by: Model Make Intent Income In-market versus near-market Exclusion is possible!! 6

7 Business Results Avoid walk-ins, get more appointments. Manage parts and staff level more appropriately. Increase review scores/ratings. Efficient repair Pictures force your shop/service lane to be clean. Increase dollars per repair order. Customers spend more when comfortable. INCREASED FIXED COVERAGE How can I reach 70 percent? Social Ambassador Based on the presentation, list four people at your dealership who can serve as your social ambassador to gather content to send to your agency (or internal team). 1. Name Title 2. Name Title 3. Name Title 4. Name Title 7