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Digital MarketingWebsites & Social Media
Dianne Meloy – Advertising ManagerJune 2011
2011Introduction
How important is Digital Marketing? Why is YOUR website important? What are the main things that should be on your website? Did you know there is a Digital Marketing Toolkit on the
Suzuki Dealer Portal?
2011Agenda
Websites Best practices Assessment of actual dealer websites
Social Media Hands-on Training Q&A / Discussion
Websites Review
2011AUTO SHOPPING BEHAVIOR – SEARCH
Car shoppers are qualifying dealers by researching online & using search for vehicle dealership research
Facebook is the #1 most visited site by auto shoppers
2011The Basics
A website is often the first impression of abusiness for consumers
Four key user experience elements: Overall Design (the Look & Feel)
Navigation
Ease of use
Content
If a website does not impress the customer and match Best Practices in the above areas, the rest of the site won’t matter!
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2011Design Basics
First impressions really matter
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2011Design Basics
Clean, consistent appearance No visual mess -- consistent layout and colors throughout
Keep the Home Page focused (an invitation to learn more) Large primary visual Key info in logical easy to notice positions Let customers dig into site for details
Keep the look current Like an outdated promo, dated style/colors turn off consumers
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2011Navigation Basics
Navigation links should be easy to locate Effective top and left-side navigation
Best to follow established standards, as seen in OEM sites
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Left Side Navigation
2011
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Navigation Basics
Consistent positioning of links throughout Consistent appearance/fonts throughout Large and clear enough for easy reading
Top Navigation
2011Navigation Basics
Make it easy for customers to shop
Vehicle info easy to find and use
Shopping tools easy to find and use
Easy-access inventory search functions
“Get an Internet Price” form accessible in several places
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2011Content Basics
What Content is Key? What Makes Content Compelling?Pay special attention to the following: Vehicle information
Quality images, features, specs and prices Price Quote / Contact Us
Easy to access from key shopping pages –always answered quickly Ensure all content is current:
No expired specials Contact info, hours, etc for Sales, Parts & Service Payment calculator & finance application Site map
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Once You’ve Covered the Basics, You’re Ready to Focus on…
2011The Big Five Dealer Specials
Current and Enticing deals
New Car Inventory Clear layout with lot quality images and pricing
Pre-Owned Inventory Clear layout including MY, quality images, and pricing
Parts & Accessories Inquiry form and hours of operation essential Also consider e-commerce
Service Service inquiry form and key info essential Also consider real-time appointments
2011
Home Page Best Practices
Unique Videos
Branded Custom images featured vehicles
Custom Slideshow specific to the dealer
Unique characteristics of buttons
2011
Model Specific Landing Pages
Model Specific Landing pages convert at a higher level.
Direct interested buyers to entire inventory
2011
Service Marketing
Personalized Service Marketing
Customers can Manage their vehicle profiles
2011
Video Testimonials
Video Testimonials
Dealership Branding
2011Strong Mobile Presence
Group functionality on Mobile site
Includes parts and service locations
1/3 of US mobile
phone owners have a smart phone as of December 2010, by 2015 they will 50% of market. Source: Nielson
Sales of smart phones will exceed those of PC’s by end of 2012. Source: Morgan Stanley
2011
Landing Pages for Lease Specials
Full page with all lease specials
2011
Landing Pages for a Unique Purpose
Multiple Language Selection Tool
2011Facebook Places
2011Your Website Assessment
Suzuki Brand focus No non-Suzuki models No non-Suzuki specials
Content is current Featured model’s on Home Page and in Showrooms Specials Logo’s
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Five Steps to the Ensure Your Website is Up to Speed
2011Your Website Assessment Ensure “The Big Five" are promoted throughout site
Dealer Specials New car inventory Used car inventory Parts Service
Monitor search results Search Dealership name and city in major search engines. If results don't show very high on first page, your site needs to
be optimized
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2011Reminder: Your Website and SEO Just because you build it…does
not guarantee they will come!
Follow website development best practices ensure the web crawlers can find your
site / recognize it as relevant to the users key search words
Delivers your website listing higher in the SERP (Search Engine Results Page)
Continually optimize (refine web content/functionality) to sustain or improve SERP listing position
2011SERP (Search Engine Results Page)
2011
Multiple URLs / Advanced SEO Enhancements
Written and/or Video Testimonials
E-Commerce
Microsites
Social Media
Other Considerations
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Social Media
2011
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Why Social Media? The top most trusted sources for products/services:
Friends/Acquaintances Third party review: TV, NSP, Magazine Manufacturers website Known expert review Consumers Reviews on Retailer’s site
Importance of “friends” will increase with growth of Social Media networks
It’s a conversation and relationship, not a “get ‘em done” – high ROI once trust is created.
2011Why This Matters to You
Social Media can help your dealership: Reach consumers and create loyalty Enhance/improve customer service (address issues (flames) quickly
and turn critics into advocates) Distribute information and content (news articles, photos, videos, etc.)
to interested consumers Open up new and sustainable channels of communication with
potential customers Create Brand awareness Manage your Online reputation Recruit talent Generate high quality leads that are more value and less price based
2011Social Media Channels
• Consumers opt-in to updates by “liking” a page• Connects to other social media channels and allows you to share
multi-media updates• Can act as a more personalized extension of your website
• Limited to 140 characters in each post • Two-way conversation: Share your information and interact with
others. Others help to share your message. • Can be used as a customer service tool and gauge consumer
perception. • Not to “sell” and promote deals / specials.
• Video branding platform • Videos are very popular and easy to share via links and other
social media channels • Give a human face to your business
2011Facebook: The World Has Gone Social 500 Million users worldwide/120M in the US
50M+ users in the US each day
Average of 7 hours/month spent on Facebook
#1 Site to reach New Car Shoppers:
Facebook now reaches 60% of all people in the US 18+ shopping in the next 6 months for a new or used vehicle
2011Facebook: Tips for Building a Social Media Strategy
Build a Page
Advertise to increase connections
Publish to your network
Use Facebook Tools such as Photos and Events to invite your “friends” to your dealerships
Develop deep relationships with your clients locally
Connections Brand Voice Viral Distribution
2011Facebook: Tips for Building a Social Media Strategy
Advertise to increase connections – target your audience locally
• Geo: State, City (10, 25, 50 Mile Radius)• Demographic: Age, Gender• Likes & Interests
2011Facebook: Who’s doing things right?
An Example: Suzuki of Wichita
• Actively engaged
• Link to their inventory
• Reviews
• Apex + EcoCharge Concepts
• Community events
• 1,551 fans
2011Facebook: Who’s doing things right?
Suzuki of Wichita – cont’d
2011Facebook: Who’s doing things right?
Advantage Suzuki
• NY Auto Show
• Reviews
• Wall postings
• Community events
• 352 fans
2011Facebook: Who’s doing things right? Advantage Suzuki – cont’d
2011Other Channels to Watch• Allows consumers to “hear” what others
have to say about a company, brand or service
• Can help, or hurt, the reputation of the business – helps if actively managed by fixing complaints and turning critics into advocate.
• Mobile internet use will surpass that of desktop internet use by 2015.
• Consumers are utilizing mobile devices to access social media channels and interact with brands
Mobile
2011
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Yelp: Reputation Management
Monitor regularly/ respond to comments
2011
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Engaging the Customer Once They Reach Out to the Dealership based on your SM efforts.
Consumers expect an almost instant response with exact details about their specific model request
Just being first is not enough – must engage and compel customer either with phone call or tailored e-mail with specifics - Do Not Use Auto Responders
Use proven and engaging phone scripts, and well-constructed e-mails as follow-up “drip campaign”
Do a quick quote request yourself and see what kind of response you get – would that satisfy you if you were about to spend money on a brand new car?
2011Making Your Social Media Mark
Determine and create relevant
social media channels
Establish listening process and trainstaff on
how to use it
Developconversation calendar and
definehow you will engage
Attach measurable goals to the
tactics
Make time to study and
refine– but give it time to start
working – it is relationship and loyalty building
Breakout Groups
For larger groups only
Conclusion
2011Closing Remarks Monitor and Optimize on an on-going basis.
Digital Marketing requires daily focus monitoring and management Dynamic, driven by technological progress - maintain relevance Stay informed, engaged and connected with the customer of today
and the core customer of the future – the internet customer.
2011Closing Remarks
Thank you!Dianne Meloy
Advertising Manager - [email protected]
O 714.99.7040, x2449C 949.400.9248
Appendix
2011
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2011Consumer Trust Then
How much online North American consumers trust sources of information about products or services
Opinion of a friend or acquaintance who has used the service before 83%
A review of the product or service in a newspaper, magazine or TV 75%
Information on a manufacturer’s Web site 69%
A review by a known expert 63%
Consumer reviews on a retailer’s site 60%
Consumer reviews by users of a content site 52%
Information at online consumer opinion sites 50%
An online review by the editors of a content site 49%
Information in online chat rooms or discussion boards 37%
An online review by a blogger 30%
Source: Forrester, NACTAS Q3 2006 Media & Marketing Online Survey
2006
2011Significant Shift in Consumer Trust
How much online North American consumers trust sources of information about products or services
Consumer reviews and ratings 50%
Print newspaper 43%
Blog written by someone you know 42%
Social networking site profile from someone you know 39%
Print magazines 39%
Radio 37%
TV 32%
Source: Forrester, North American Technographics Interactive Marketing Online Survey, Q2 2009 (US)
2009
2011The Future of Social Engagement PR
Local/grassroots relationship-building
Jointly-branded communication & partnerships
Citizen journalism on steroids
INFLUENCER& TARGET
Identify and lead trends and innovations
24/7 reputation &community management
Mobile/shareable communication platforms
Critical Micro-Influencer Recommend-ations
Value-added/created media partnerships
2011Social Engagement HeirarchyMaximum Influence
Moderate Influence&Reach
Maximum Reach
The ConnectedConsumer bloggers,
individuals with established networks
The Wired &Connected
Prominent bloggers, online influencers,
tastemakers
The WiredGeneral consumers who use social
networking and consume blog content; the Long Tail, value online/offline relationships
Local Markets – Dealers Driving interest/purchase through social media
2011
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KG Suzuki- Rated 5 stars Frankie G. ASTORIA, NY 5/2/2011 I've bought a lot of cars and this was without a
doubt the easiest purchase I ever had. I saw it online, asked a few questions of Alex the Internet Sales manager, came in to see it (these guys are ten blocks from my house). The car was like brand new: clean inside and out, as well as under the hood. There was a "check engine" light on it that I questioned but Mario, the Service manager explained that they were waiting for a sensor which was coming the next day. They asked if I wanted to wait to make the purchase, purchase and take it that day, or purchase and take it after the problem was fixed. I liked the no-pressure experience. I took it that day, brought it back the next day to be fixed. So far so good. Love the car, loved the price.
Yelp Examples – New York
2011
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Here’s where the dealer should step in and comment to turn a negative into a positive.
KG Suzuki- Rated 1 star Stopped by KG Suzuki today looking for a
used car. We had scouted out the website the day before and found two that we were interested in, as well as a new Suzuki that was in our budget. After wandering through the lot aimlessly for a while, we get approached by a nice sales guy who spent a good amount of time talking to us, let us test drive the cars we were interested in, and wasn't overly pushy. HOWEVER (there's always a however or a but, right?), …
Yelp Examples – New York
2011
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Denver Suzuki - Rated 5 stars Joe H. Westminster, CO I went to quite a few dealers before coming to the
Suzuki dealer in North Denver. This is one of the few dealers where I did not have to look for a salesperson, they did not make me wait for hours for while they (supposedly) completed their credit checks (dealers make you wait on purpose as a sales tactic), and I was able to look check out a series of cars without the salesperson constantly steering me to specific models.
I was also impressed by their service department. I was recently rear-ended and needed a mechanic to check the rear bumper for any damage. This dealer did it for free (I kept asking them what I owed them for taking the time and they just kept saying 'no charge').
I like how this place does business. This will be the first place I go when I need a new car. Not because I like the car (which I do), but because I like the people.
Yelp Examples – Denver
2011
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Bill Kay Suzuki - Rated 5 stars I spent the last week looking for a Suzuki SX4 to buy
my Mother. We wanted her to have a safe, small 4WD car and there was a really good financing deal.
After getting the hard sell and not finding what we wanted at 2 other dealers, these guys immediately told us they'd give us the price we wanted and let me take the car to my mother's house (50 miles round trip) for the afternoon for her to see it.
I ended up buying the car for under invoice before rebates and 0% financing and they worked hard to get us out the door quickly. They agreed to my price in 15 min. The last two dealers kept us there for hours and misled us about the options on the cars, etc.
I used to be in the car sales buisness. I own a business now that is 100% customer support driven. These guys were so good I'd gladly go there again and buy another car. Why can't more car dealers be professional and honest?
Yelp Examples – Chicago
2011
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Here’s where the dealer should step in and comment to turn a negative into a positive.
Bill Kay Suzuki – Rated 2 stars
Recently bought a used car from Bill Kay Suzuki. The car that I bought had to go back for repairs which were covered under warranty. I was told the car was inspected but I put it in park and it rolled away. Door locks not working, not getting 2 keys, etc. With that being said, they did their best to resolve issues. My hope was I would not have to keep going back to the dealer.
Yelp Examples – Chicago
