Fall 2010

Dealer- Digital Operations Review

Toyota Kansas City Region

Helping you hit your Target!

Introductions

• Craig PolitoSenior Digital Operations ConsultantADP Digital Operations Consulting

• Jim JensenDirectorADP Digital Operations Consulting

Goals

• Strengthen your store’s Digital Operations – Provide a clearer understanding of your eVitals – Introduce proven Lead Management Strategies – Improve everyone’s sales performance– Strengthen your Social Media presence – Help you make your Social Media strategy

intentional

• Action Plan: identify and act on next steps to advance your store’s Digital Operations

eVitals Step 1

Traffic Leaders

Leaders in Lead Generation

Conversion Leaders

Mystery Shop Analysis

Mystery Shops

• General observations from shopping within the region– Not deconstructing the lead– Lack of long term follow-up– Multiple contacts from the same store

Advanced Internet Lead Management

• E Vitals• Client Buying Cycle• How to be a Lead Detective• Top Ten List• Dealer Work Shop Agenda • Lead Handling Demonstration

eVitals Example 2

ABC Toyota 2010

Lead ManagementTop Ten List

• Respond within 15 minutes or less.• Be a lead detective and determine what bucket the

opportunity falls into. Deconstruct the lead and look for clues!

• Use the phone 1st if there is a number. • When calling the client address the lead submission form.

• Use the subject line to communicate effectively. • Use mirror messaging response's and answer all client

questions on the 1st contact. • The email response to a lead that contains a stock

number must include the 5 quality components : confirm availability, price, alternatives, next steps and appointment options.

• Manager confirmation calls to improve the show ratio.• Daily MAD Meeting with a manager.• Follow up a minimum of 120 days with clients that have

not been contacted via email and phone.

Automotive Internet Shopper

Awareness-Intention-PurchaseCycle

Buying Timeline

Days to Close

1-10 11-20 21-30 31-60 61-90 91+

24

118

1510

32

Key Concepts

*Key Concept-1

Be a Lead Detective.

Deconstruct the lead before responding.

*Key Concept-2

The Quality of the Response Determines the Quality of the Lead

The wrong response sent quickly can send your prospect shopping

elsewhere.

Bucket Concept3. Be a lead detective!4. Deconstruct the lead

5. Select Bucket.6. Prepare.7. Respond.

2010 Model

2010 Model ColorInt.

Stock # SpecificThe 5 quality components3. Confirm4. Prepared to offer Price5. Alternatives6. Next Steps7. Schedule Appointment

Lead Specific• Coupon•Trade / BlkBk On Line•Contact•Incentive•Test Drive•Finance

Bucket Concept

Which Bucket?

Response

Hello Mr. Snoke,

My name is Dave and I was told you might be interested in a new camry.

Feel free to call me and I would love to help you find the camry you are looking for. If you have a questions please call. Thank you and have a great day.. 555-555-1212

What was the question?

Dear Craig,

My name is Neil in Internet Customer Relations. I received your inquire on the 2010 Toyota FJ Cruiser.

The Toyota FJ Cruiser is designed for adventure, tailored for any owner, and has extensive safety features. I would like to better assist you in your search by asking a few questions.

What three colors are you interested in?What options do you require?What package did you have in mind?

Here at the dealership we have a huge selection of new and pre-owned vehicles. Please call me with any questions you have on the 2010 Toyota FJ Cruiser. My direct line is 555-555-1212.

Department Structure

• Internet Lead Management– How many people do you need – Cradle to Grave vs BDC/CRC– When does a BDC make sense

How many leads can your team handle?

300

450

525

1/mo 2/mo 3/mo

Case Studies

In-Dealership Day 1: AM

Audience(s): Dealer, GM, and Internet/BDC Manager/Internet Sales

• Review mystery shop with Dealer• One on One interview with all the key stake holders.

Thirty minute sessions,• Observe the utilization of the store’s CRM.• Assess the use of the Phone in the Internet Lead Handling

process• Discuss areas of Internet Lead Management concern• Isolate obstacles preventing the store from seeing greater

results• Prepare recommendations and the Action Plan for

afternoon workshop.

In-Dealership Day 1: PM

Group MeetingAudience: Dealer, GM, and Internet or BDC Manager

• Discuss Current Results / E Vitals• Review the current Internet Lead Management process• Discuss the goals for the store’s Digital Operations• Discuss current obstacles that might be in the way of

accomplishing the store’s goals• Address any questions or concerns that might come up

during the assessment. • Present Recommendations• Agree to an action plan for Day 2

In-Dealership Day 2

Audience: Stakeholders and Internet/BDC Manager

• Morning: Work with the staff instructing and executing the chosen actions from the afternoon workshop meeting from Day 1.

• Afternoon; Exit meeting (scheduled that morning to accommodate schedules) Audience: Dealer and GM

Discussion

-Break-

Next Steps

Lead Management Process

●Do your eVitals provide evidence that you’re maximizing your potential? Y/N

●Does your department structure match your lead volume? Y/N

●Do you have a defined approach that everyone knows, understands, buys into and executes? Y/N

●Are you getting as many sales from your Internet Department as you should be? Y/N

●Does your technology support your process? Y/N

Welcome Back

Media Consumption

Key Points

• Deciding which sites you should use

• Defining 3 Strategies– Growing your network of Friends, Followers

and Advocates– Generating Content– Managing your online reputation

Where do I start?

Be Selective

• Personal Pages and Business Pages– Make sure you know who is in control of the

page– Personal pages should shy away from

Relationship elections– Focus on:

• New product information• Community involvement such as charities and

events• General automotive interest articles

– Don’t slam other dealers or products– Local Facebook ad-reach stats:

Des Moines 179,480 – Allow access to salespeople to engage with

their own community/network of friends– Create a Social Media Policy that becomes

part of your employee handbook/packet

Additional Sites

• Video Hosting

• Picture Hosting

• Public Messaging

• *Reputation Management

• Great place for posting– Personalized video walk-arounds– Messages to customers you haven’t been able to

reach by phone– TV Commercials (link to it in bulk emails)– Customer service announcements such as

• Car care tips• Service FAQ’s such as

– how to change the time on a clock– Connect to Bluetooth

– If you don’t post correctly it may have little SEO impact

• Great site for posting pictures• Used to track open rates on bulk emails (Pro Pkg)• Used correctly can have a huge benefit on Organic

Search• Post photos of:

– New Product– Customers at Delivery– Special Ad Creative

• Confusing for car dealers• Not as many users as Facebook• Users tend to be leaders, more progressive and

might be more likely to impact their network of friends

• Set-up alerts to let you know when someone is talking about you

• Respond to and Tag those customers when a negative Tweet goes out

More page one results…

Do opinions matter?

• 73% of customers use a dealership review

• 21% have switched dealers because of information found in a bad review

E-Commerce Director…

“I have around a dozen people every month come in off reviews asking for me.”

Why Reputation Management

Competition

The right strategy can make you stand out above the competition.

Iowa Dealers

Positive Review

Personal Page

Handling Negative Reviews

Non-verified reviews will not get posted online and will not be part of the starred scoring found on the Google listing.

Who is your store’sSocial Media Champion

Managed Solutions

eCommerce vs Social

Social Media Managed Solutions

Why a Managed Site

•Individual Brand Identity

•No Scavenging by other dealers or manufacturers with their online ads

•Managed Solution = the work gets done

•Pushes content to other sites

Why a Managed Site

•Includes custom content

•Increases organic presence

•Secures a presence on new sites monthly

•Creates a genuine Community among customers and Employees

Community Page

Discussion

Social Media Strategy

– Do you have a dealership/group game-plan for:• Creating your Social Media sites

Y/N• Growing your network of friends/fans/followers

Y/N• Creating and posting content

Y/N• Reputation Management

Y/N

– Do you have someone to do this in-house? Y/N

Next Steps

Action Plan

• I’d like:– Lead Management: 2 day in-store

Advanced Internet Lead Management Training $1750/day

– Social Media: 2 day in-store Social Media and Reputation Management Installation $1750/day

– To know more about:• Lead Management Solutions• Community Sites/Managed Solutions

________

________

________

________

Dealership Name Position Phone eMail ______________________________________________________________________

Thank You

Social Media• Why Social Media

– (social-nomics video)– Which sites do I use and what purpose do they serve– Social Media Don’ts

• Dealership administration…– Best Practices

• Facebook, Twitter, Youtube, Flicker, Yelp, Merchant Circle• Reputation Management: Dealer Rater• Growing followers • Adding content

– What’s in it for the dealership• Awareness• Advocacy• SEO• Sales

– Who executes the strategy– Social Media on Steroids

• Community pages

For updating facebook slides

– Local Facebook ad-reach stats Fargo 85,460 , Omaha 327,240, Des Moines 179,480, St Louis 1,039,680, KC 1,081,920 and Wichita 399,000.