Rick case social media swot_5
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This document discusses Richard Bustillo's journey to improve his dealership's social media presence and customer experience. It begins by examining the problems with the dealership's outdated and negative social media presence. It then details the development of a new social media strategy, including simplifying customer experiences, consistent branding, and leveraging employee relationships. The strategy aims to generate positive local interactions, be sustainable, and integrate social media into the overall marketing approach. It focuses on quickly addressing customer concerns and using social platforms to enhance the dealership's reputation.
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Rick case social media swot_5
- 1. Richard Bustillo General Manager Rick Case Honda in Davie TLS Automotive Social Media Summit June 2012
- 2. Finding Point A Discovering the What, the Who and the How
- 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
- 6. Integrated Marketing & Communication
- 7. PROBLEM If this was how customers saw our Real World Dealership
- 8. PROBLEM This is how customers saw us online.
- 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
- 19. THANK YOU