Presentation by Adam Boalt, President and Founder of GOSO, an Automotive Social Media Management System

1. evolution of a
social media dealer
Presented by
Adam Boalt

2. evolution of a social media dealer
Background
Hi, my name is
Adam Boalt
President & Founder of GOSO
Consulted for over 30 of the Fortune 500 companies
building high-end web and social media solutions
Featured on Forbes, MSNBC, Wall Street Journal.
Recently interviewed the Speed Channel about
social media
Won many awards, recently won first prize in
Washington, D.C.’s first technology innovation contest

3. evolution of a social media dealer
Background
Just recently published the e-book,
Social Media Best Practices for
Automotive Dealers

4. evolution of a social media dealer
A few things you should
know about Social Media.

5. evolution of a social media dealer
A few things you should know about Social Media.
It’s not a fad,
it’s a communication trend
(like newspaper, radio and tv)

6. evolution of a social media dealer
A few things you should know about Social Media.
It’s not some shiny object
that you have to have but
don’t know why

7. evolution of a social media dealer
A few things you should know about Social Media.
It’s still in its infancy stage,
so it’s not too late to get into
the game

8. evolution of a social media dealer
A few things you should know about Social Media.
The technology is secondary,
focus on strategy and process

9. evolution of a social media dealer
A few things you should know about Social Media.
You have to identify your
business goals and then
work backwards

10. evolution of a social media dealer
The conversation exists
with or without you.
Your Brand
Customers are continuing to connect to
each other and discuss your brand or
dealership whether your involved or not

11. evolution of a social media dealer
It’s important to take
ownership of that
conversation.
Your Brand

12. evolution of a social media dealer
It’s important to take ownership of that conversation.
Listen to your customers,
before you engage in
conversation

13. evolution of a social media dealer
It’s important to take ownership of that conversation.
Participate in the
community and don’t
direct the message

14. evolution of a social media dealer
Building the right
Social Media
Strategy.

15. evolution of a social media dealer
Building the right Social Media Strategy.
There is no right or wrong, it’s about
delivering the right customer experience
at the right time

16. evolution of a social media dealer
Do you even know
where your customers
are today?

17. evolution of a social media dealer
Do you even know where your customers are today?
Where, what and which conversations
are happening?

18. evolution of a social media dealer
Do you even know where your customers are today?
Why and how does a customer care
about your brand or dealership?

19. evolution of a social media dealer
So why is the engagement
at this level becoming such
a struggle for so many?

20. evolution of a social media dealer
So why is the engagement at this level becoming such
a struggle for so many?
The amount of customers joining social networks
is growing exponentially every day

21. evolution of a social media dealer
So why is the engagement at this level becoming such
a struggle for so many?
It’s very
hard to scale

22. evolution of a social media dealer
So why is the engagement at this level becoming such
a struggle for so many?
Real-time isn’t fast enough

23. evolution of a social media dealer
So what needs to
happen in order to
create a successful
Social Media Strategy?

24. evolution of a social media dealer
So what needs to happen in order to create a
successful Social Media Strategy?
Don’t completely change
your process
Continue to work with your CRM

25. evolution of a social media dealer
So what needs to happen in order to create a
successful Social Media Strategy?
Understand that it’s a
mindset change
Anticipate what a customer wants and needs
Build a meaningful relationship over time

26. evolution of a social media dealer
Define the business
value regardless of the
entry point.

27. evolution of a social media dealer
Define the business value regardless of the entry point.
Walk up
Phone up
Web up

28. evolution of a social media dealer
and goals.
Identify metrics

29. evolution of a social media dealer
Identify metrics and goals.
Social media doesn’t have to
have a direct ROI
Increase multipliers of other
marketing channels

30. evolution of a social media dealer
Identify metrics and goals.
Create Key Performance Indicators

31. evolution of a social media dealer
Some Key Performance Indicators (KPI)
Increase response rate
Lower your cost per lead
Improve your cross selling
Improve up selling

32. evolution of a social media dealer
Some Key Performance Indicators (KPI)
Increase your value per transaction
Lower your marketing spend
Increase referrals/recommendations
Life Time Value or Customer Loyalty

33. evolution of a social media dealer
How do we
get started?
What departments or programs do
you want to improve?

34. evolution of a social media dealer
Variable Operations
What are you currently doing to capitalize on referrals,
testimonials or recommendations?
Are you asking them to share their experience with their friends?
Do you ask a customer for a video testimonial?
Do you take a picture of them getting into their new vehicle?

35. evolution of a social media dealer
Variable Operations
Keep in mind that each of your customers
has an average of 150-200 friends.
Why aren’t you selling them a vehicle?

36. evolution of a social media dealer
Fixed Operations
Are you currently sending out surveys?
Are you sharing the positive experiences online?

37. evolution of a social media dealer
Fixed Operations
Are you currently promoting specials on your
social networks?
Get your customer to come back

38. evolution of a social media dealer
Fixed Operations
Cross-sell between departments, encourage them
to purchase a new car or see if they have a friend
in the market

39. evolution of a social media dealer
What does the
future hold for
Dealers or Brands?
Here’s some social media use cases...

40. evolution of a social media dealer
Monitoring
Use Case #1:

41. evolution of a social media dealer
Use Case #1: Monitoring
How are you monitoring your potential customer
or even your existing customers?
Brand monitoring/reputation
management
Rapid social response:
immediately resolve any
negative sentiment

42. evolution of a social media dealer
Use Case #1: Monitoring
How are you monitoring your competition’s
customers?
Capitalize on your competitors angry customers
Trace their negative sentiment and
acquire their customers

43. evolution of a social media dealer
Use Case #2:
Geo-Location

44. evolution of a social media dealer
Use Case #2: Geo-Location
Location based customer acquisition is huge
Twitter, FourSquare, etc. are becoming
ever more popular
If a customer is nearby, encourage them
to come in for a test drive

45. evolution of a social media dealer
Use Case #3:
CRM Mapping

46. evolution of a social media dealer
Use Case #3: CRM Mapping
Build social graphs around
your customer
Understand your customers
social influence
Know which of their peers
have purchased or serviced a
vehicle with you

47. evolution of a social media dealer
Build a
Road Map
next steps ››

48. evolution of a social media dealer
Build a Road Map
Be proactive, not reactive
Understand your market demand
Change your mindset to be
customer centric
Adapt your business rules with
emerging technology

49. evolution of a social media dealer
Questions?