3. Looking For The Magic Pill
We evaluated EVERYTHING….
Every Department
Every Manager
Every Compensation Plan
Every Process
Every Vendor
4. Looking For The Magic Pill
What We Did…
Simplified The Customer Experience
Tore down “walls” between departments
Simplified Our Messaging
Consistent Branding in every
department
One core message
5. Reinventing The Customer Experience
5 Departments – 5 Customers One Dealership – One Customer
New Cars
Used Cars
Rick Case
VS
Service Honda
Internet
Parts
One Way Communication Two Way Communication
9. PROBLEM
Out-Dated Posts
Negative Content
No Substance
Lack of Response
No Consistent social media Strategy
Lack of Content
This Was Point A
10. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Customer sees ad and searches Search results show ratings for
for dealership on Google all dealers in that market
11. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Not Acceptable!
Customer sees ad and searches Search results show ratings for
for dealership on Google all dealers in that market
12. Journey To Point B
Developing An Effective Social Media Strategy
13. Social Media SWOT
WEAKNESSES
Large database – over 100k customers
STRENGTH
Lack Of Understanding
Great “real world” reputation
S W
No Social Media Strategy
S
Great facilities (1,000 visitors per day)
No Reliable Vendor Partners
400 Quality Employees
Lack of Consistency
Unique Buying Proposition
In-house Video Production Company
Negative content on social sites
OPPORTUNITIES
Leverage production company to Small Digital Signature
promote Rick Case Honda culture and Dated Product
O T
THREATS
competitive advantages Competition from Hyundai and Ford
Take advantage of new technologies
New VW dealership next door
Leverage employee relationships
14. Guidelines For Strategy
Had to be good for the customer, and good for the
dealership
Had to be authentic (no gimmicks)
Had to generate productive, local interaction
Had to be system driven – not dependent on the
talent of a single person
Had to be sustainable
Had to be consistent with our culture and integrated
marketing/ communication strategy
15. Strategy For Social Reach
Our Dealership
We are committed to delivering
a 5-Star customer experience
Our Employees
We have over 400 employees.
200 assisted with our last
social media campaign.
Our Customers
Over 1,000 customers visit the
Rick Case Campus EVERY DAY!
Friends & Followers
Relationships generated by our
employees and customers
16. Capturing Customer Feedback
Using the sales process to turn awkward time into productive time.
1 2 3 4 5 6
Ask To Publish
Rate Detect Address Collect Post To Social
Dealership Negative Concerns Review Facebook Sites
& Twitter
17. Facebook Watch
Multiple Persons with Admin
Rights to Facebook
Scheduled Responsibility
Negative Post
First Response in <10 Minutes
Escalated – Manager Engaged
Issue Addressed – Customer Happy
Another Win For Rick Case Honda
18. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Prepare for real-time opportunities - Social Media is the
Customer Centric CRM (Social Media as the new CRM app)
Engage employees and Leverage employee relationships
