1. The document discusses keys to successfully managing online reputation for automotive dealerships. It provides examples of implementing reputation management programs through both in-store customer review collection and automated email reviews. 2. Case studies show how dealerships improved their online ratings and increased the number of reviews by implementing consistent review collection processes and gaining staff buy-in. Southern States' G+ scores increased above 4.0 and they added over 80 new reviews within 6 months. 3. Daytona Auto Mall automated review requests through their CRM to collect over 3,300 internal surveys and identify 221 negative reviews within 8 months, across their various review sites. Dynamic integration of reviews onto their website also helped with marketing.

1. REPUTATION MANAGEMENT THE
RIGHT WAY
Vickie Gibbs, GM, Albright Digital

2. YOU SHOULD LEAVE UNDERSTANDING….
1. Keys To Success For Effectively Managing Your
Online Reputation
2. How To Enhance Marketing/ Sales and Drive
Continuous Business Improvement by Leveraging
Positive and Negative Reviews

3. REPUTATION IS IMPORTANT
Dealerships
visited by car
shoppers
2004
2014 McKinsey Study 1.6
5.0
2014
Auto shoppe9r 0%
influences
80%
60%
42%
Friend
Referral
Convenient
Location
Online
Review

4. GOOGLE MAKES REVIEWS PROMINENT

5. REPUTATION MANAGEMENT IS ACTIVE –
NOT PASSIVE
Reputation Management does
not involve Pixie Dust

6. STEPS FOR MANAGING ONLINE REPUTATION
CUSTOMER
REVIEWS
MONITOR
AUTOMATED
NOTIFICATIONS
USE FEEDBACK
TO IMPROVE
RESPOND

7. KEYS TO SUCCESS
1. GM and Management Support
2. Develop a Process That Works:
 Sales
 Service
 Training for All Staff
3. Embrace It and Use It
 Quick Response to Customer Feedback
 Keep Employees Engaged
 Use Feedback to Improve
Mgmnt
Buy-In
Process/
Training
Staff and
Customer
Communication

8. CUSTOMER REVIEWS: IN-STORE ASK
Process
• Setup Collection Method for Dealership: iPad/
Tablet, Cards/ Posters/ Biz Cards, Computer
Station
Train
• Train Sales and Service Personnel to Ask
Customers For Reviews
Respond
• Ensure Managers from Sales and Service are on
Notifications for Timely Response to Customer
Issues

9. CUSTOMER REVIEWS: IN-STORE ASK
Pros:
 Larger % of Reviews Shared to
External Sites
 Ability to address negative
customer issues on-site
Cons:
 Lower # of total reviews
 Negative feedback may not be
captured before the CSI survey if
employee does not ask for the
review
Total # of Sold
Cars + Service
ROs
700
Internal
Surveys ~20%
140
Shared
Reviews
~25%
~35

10. CUSTOMER REVIEWS: AUTOMATED EMAIL
Email
• Setup Email Template in CRM for Sales and
Service and Automated Workflow to Deliver Email
to Customer Upon Sale or RO Close
Train
• Train Sales and Service Personnel to Ask
Customers For Reviews
Respond
• Ensure Managers from Sales and Service are on
Notifications for Timely Response to Customer
Issues

11. CUSTOMER REVIEWS: AUTOMATED EMAIL
Pros:
 100% of Customers Included =
More Reviews
 First line of defense for any
negative customer feedback
 Takes employee request out of the
loop
Cons:
 Lower % of Responders Share
Review
 Not “Personal”
Total # of Sold
Cars + Service
ROs
700
Internal
Surveys ~45%
315
Shared
Reviews
~10%
~30

12. CASE STUDIES

13. CASE STUDIES: IN-STORE ASK
Cavender Auto had no score
and only 2 reviews on G+
(February 2014)
Score: none
Total #: 2
SS Hyundai
Score: 2.8
Total #: 18
SS Mazda
Score: 3.3
Total #: 20
SS Subaru
Score: 4.1
Total #: 9
Southern States had low scores
and no consistent process for
collecting reviews from
customers (Oct 2013)

14. SOUTHERN STATES: IMPLEMENTATION
Management Buy-In:
Principal/ Owner, GM, GSM, Agency, BDC –
Priority for ALL
Process/ Training:
Consistent process implemented with iPads
and posters with QR codes; all staff trained on
process, tools, and how to ask for reviews
Monthly Reviews:
GM discusses reviews in weekly
meetings and performance of individual
staff members

15. SOUTHERN STATES: G+ SCORE RESULTS
5
4
3
2
1
0
Oct 2013 Jan 2014 April 2014 July 2014
SS Hyundai
SS Mazda
SS Subaru
In 6 months, Southern States had scores
for all of its stores above a 4.0

16. SOUTHERN STATES: G+ NUMBER OF REVIEWS
70
60
50
40
30
20
10
0
In 9 months, Southern States added 89 G+ reviews
Oct 2013 Jan 2014 April 2014 July 2014
SS Hyundai
SS Mazda
SS Subaru

17. CAVENDER AUTO: IMPLEMENTATION
Management Buy-In:
Owner/ GM, Sales, Service – Priority for ALL
Process/ Training:
Consistent process implemented with in-store
computers and cards with QR codes; staff
trained on process, tools, and how to ask for
reviews
Monthly Reviews:
GM discusses reviews in weekly
meetings and performance of individual
staff members

18. CAVENDER AUTO: G+ RESULTS
18
In 5 months Cavender Auto created a consistent process inside
5
4
3
2
1
0
30
25
20
15
10
5
0
its store that led to a G+ score of 4.8 on 27 Reviews
Cavender Auto
G+ Score G+ Total Reviews
March-14 April-14 May-14 June-14 July-14

19. CASE STUDY: AUTOMATED EMAIL

20. DAYTONA AUTO MALL’S REPUTATION GOALS
Good Reputation: Instill consistent process for
orderly flow of Reviews to Review sites
More Reviews: Make it easy for customers to
provide feedback on a consistent basis
 Capture Positive and Negative Feedback:
Create CPI (continuous process improvement)
Market Leverage: Use Reviews to create
consideration in the market over competitors

21. DAYTONA AUTO MALL: IMPLEMENTATION
Management Buy-In:
Owner/ GM, Sales, Service – Priority for ALL
Process/ Training:
Automated email integrated in with CRM
workflow for both Sales and Service; staff
trained on how to ask for reviews
Regular / Consistent Communication:
Sales and Service Directors included on
email notifications to address issues
ASAP; review performance with staff

22. EMAIL TEMPLATE ADDED TO CRM

23. DAYTONA AUTO MALL: RESULTS
In 8 months, the 5 dealerships in the Daytona Auto Mall generated
3,369 Internal Surveys, and caught 221 Negative reviews (6% of
Sales
37%
Service
63%
Total
Negative
Sales
19%
Servic
e
81%
total)

24. DAYTONA AUTO MALL: RESULTS
In 8 months, the 5 dealerships in the Daytona Auto Mall
generated 367 External Reviews, across a variety of Review
Daytona Mazda Daytona Dodge Daytona Nissan Fiat of Daytona GYF
0 50 100 150 200 250
G+
Yelp
Cars.com
Edmunds
DealerRater
sites

25. REVIEW CONTENT IMPACTS CONSUMER
PREFERENCE
Real Time integration
of reviews into
AutoMall Website

26. DYNAMIC REVIEW INTEGRATION –
RETARGETING CAMPAIGN

27. WHAT DID YOU LEARN?
 Different Ways to Implement a Successful Reputation
Management Program
 How to Use Reputation Management to Improve Your
Business
 Case Study Examples

28. QUESTIONS?
Vickie Gibbs
General Manager,
Albright Digital
vgibbs@albrightdigital.com
919.280.4804
@AlbrightDigital