1. Social Media for Auto Dealers
Work Shop
January 19, 2010

3. Social Media Strategic Planning
 Objectives
 Target Audience
 Strategy & Tactics
 Measurement

4. Objectives
 Business objectives (quantify)
− Acquire [xx] new customers by [date]
 SM Marketing objectives (quantify)
− Build my network
− Increase website traffic
− Generate leads

5. General Motors SM Objectives
1. Become more responsive to consumer audiences
2. Incorporate consumer feedback into our organization
more quickly and effectively
3. Make our brand a little more “human” to the outside
world, and show people the smarts, personality and
passion of the people behind our logo

6. Target Audience
 Who are you talking to
− Male / Female / Age range
− Technical / social media savvy
 Purchase process
− Researching
− Decision
− Advocate

7. Research
 Survey your customers
− Demographics
− Why choose to buy from you
− What they expect from you in terms of SM
− Would they recommend you to a friend

9. Website Audit
 Website stats analysis
− Visitors (local / out of provice)
− Source of traffic / Referring sites
− Keywords
− Entry / exit pages
− Bounce rate

10. Site Audit

11. Strategy / Tactics (examples)
 Increase awareness
 Generate leads
− Blog + Twitter
− Facebook Page + advertising
− Request a trade-in quote
− Book a test drive

12. SM Strategy Breakdown
1. Content
2. Engagement
3. Management
4. Measurement

13. SM Strategy Breakdown
1. Content
− Plan compelling, valuable content
− Content types: copy, images, video
− Create list of relevant blogs
− Follow category, customers, competitors
− 5 buckets

14. Five Buckets
1. Buying a new vehicle
2. Product (features, reviews)
3. Leasing / financing options
4. Parts & accessories
5. In the community
6. Trade in values
7. Concept cars
8. Car care tips
9. Driving tips
10. The auto biz

17. SM Strategy Breakdown
2. Engagement
− Determine tools (Blog, Facebook, Twitter,
Linkedin, YouTube)
− Set-up and / or optimize accounts
− Build Networks (search, groups, tweetups)
− Social media ready website
− Be “social” …

20. Let’s get social…

23. Tweet Rule
10 : 1
Value-add : Marketing

26. Don’t become a “Cisco fatty”…

28. SM Strategy Breakdown
3. Management (tools & systems)
− Identify resources
− Hootsuite
− System
− Monitor
− Engage
− Publish
− Weekly evaluation

29. SM Strategy Breakdown
4. Measurement & Monitoring
− Google analytics
− Hootsuite
− Facebook

30. Hootsuite Stats

31. Social Media
 Marketing opportunities
− Partner with related businesses for tweetups,
cross promotions
− Twitter handle on signage
− Promote Events on Facebook / Linkedin
− Photo / video opp’s

32. Internet
Reputation
Management

35. Using Twitter…
− Build your brand. Let everyone know how your
dealership is different from the rest.
− Get valuable feedback on ads, products, promotions
− Hiring / Networking
− Drive website traffic
− Build morale & raport
− Notifications / Announcements
− Stay current

36. A few more ideas…
− Write a blog about the vehicle type you’re selling
(hybrid, sports, SUV)
− Take lots of pictures and post them to your blog
− Do interview videos with people from your community
− Host tweetups and invite people who are car shopping
− Don’t be afraid to experiment. Not everything will work.
Learn from your ‘failures’

37. Time for a
10 minute break