Workbook from Jack Simmons' presentation on So|Lo|Mo at the 3rd annual Automotive Boot Camp

1. |
L o | Mo
So Wit
ning er
h Today’s
Win
hopp ns,
Car S Jack Simmo
d by ,Cars.com
Presente ining Manager
a
D ealer Tr mons@cars.com
jasim
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2. | Lo | Mo
S o What do these terms mean to you?
Social:
Notes:
Local:
Mobile:
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3. | Lo | Mo Define Your Process - My social media and customer reviews process:
o
Ideas for Compensation
S
Area of Owner Contributor/ Tools
Responsibility Support
Monitor (e.g. Google Alerts)
& Recognition
Sales: (e.g. spiffs)
Respond (e.g. Cars.com’s My Dealer
Center) Service: (e.g. RO bonus)
Ask (e.g. “How Did We Do” cards) F&I: (e.g. contests)
Administrative Staff:
(i.e. gift cards)
Promote (e.g. website banner)
If 100 of my best customers wrote an online review
about their experience at my store, each review would
be worth $_ to me.
Measure & Improve - My social media and customer reviews metrics:
Metric Dealership Objective Impacted How to Optimize Performance
Example: Total number of reviews Market share, sales Increase it by training/incentivizing staff to ask and
including links to review pages in follow-up emails
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4. | Mo
| o
Define Your Process - My brand value and differentiation process:
S o L
Area of Responsibility Owner How to Maximize Value
Example: website Joey Focus messaging on unique amenities that make car shopping and ownership
more convenient, including extended ser vice hours, child play area and ser vice
shuttle; make it easy to use
My dealership provides more value to car shoppers than
my competitors because…
Measure & Improve - My social media and customer reviews metrics:
Metric Dealership Goals Impacted How to Optimize Performance
Example: website traffic Sales, market share Adjust online advertising mix and messaging to
increase metric
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5. Lo
| | o
M
Define Your Process - My mobile process:
So
Tool Solutions Provider Implementation
Example: Text Google Voice, CRM system Allow customers to opt-in, ask them to specify interest in
specials, contests, ser vice updates, etc.
Mobile Website
Mobile App
Mobile Analytics
In-store
engagement (QR
codes, check-ins)
Devices for staff
Training
When it comes to using mobile, my dealership…
(check all that apply)
[ ] Has a mobile-optimized website
[ ] Optimizes e-mail, microsites, blogs, etc. for mobile
[ ] Asks customers if they prefer to be contacted via text Measure & Improve - My mobile performance metrics:
Metric Dealership Goal Impacted How to Optimize Performance
[ ] Equips staff with mobile devices for use with customers and to increase productivity
Example: Total number of reviews Market share, sales Increase it by training/incentivizing staff to ask and
including links to review pages in follow-up emails
[ ] Tracks our mobile metrics
[ ] Has a plan for interacting with mobile customers while they’re at the store
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6. | Lo | Mo Define Your Process
S o So Social: Shoppers consult consumer-generated content before
choosing what to buy and where to buy it.
• Know who at your dealership is responsible for monitoring, responding to, soliciting
and promoting your reviews.
• Align your culture, processes and compensation/recognition programs with your goals.
Lo Local: Your dealership’s brand and reputation matter to car shoppers.
• What’s your value story? Make sure everyone at your store can tell it.
• From your website and online advertising to the experience you provide at your store,
ensure you’re delivering on that value everywhere.
Connect with Cars.com DealerADvantage
for more insights and best practices:
• facebook.com/dealeradvantage
Mo Mobile: With mobile, consumers can shop you against your competitors
at any time – including while they’re standing on your lot.
• Reach consumers on their terms with text and mobile-optimized sites, e-mail and ads.
• Equip your staff with mobile for a better consumer experience and increased
productivity.
• twitter
.com/dealeradvantage
|
• youtube.com/dealeradvantage
Bringing It All Together:
• slideshare.net/dealeradvantage • Develop processes that assign responsibility and can be
benchmarked
• Track metrics that ladder up to larger dealership goals
• dealeradvantage.cars.com
• Use data to affect change in policies, processes and budgets –
don’t track just to track!
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about this session using #ABC!

7. About Cars.com
Cars.com was recently named the “Best Overall Customer Experience” by Keynote Systems, the leader
in internet and mobile cloud marketing. Cars.com is an online destination for car shoppers that offers
information from consumers and experts to help buyers formulate opinions on what to buy, where to
buy and how much to pay for a car. With price listings, side-by-side comparison tools, photo galleries,
videos, unbiased editorial content and a large selection of new- and used-car inventory, Cars.com puts
millions of car buyers in control of their shopping process with the information they need to make
confident buying decisions.
Launched in June 1998, Cars.com is a division of Classified Ventures LLC, which is owned by leading
media companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy
Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).
©
2012 Classified Ventures, LLC™. All rights reserved.