Strategies to win on the Web using the
tools you have CRM, Social media
Interactive Result Oriented Discussion
Centering on
 CRM
 Social Media
How you communicate with your
customer is changing
Strategies to win on the Web using the
tools you have CRM, Social media
Internet Usage
Strategies to win on the Web using the
tools you have CRM, Social media
Focus
Retention more than acquisition
The decline in loyalty, though gradual with each passing
year, means that many automakers and dealers will need
to work harder to retain customers, reports Automotive
News. Polk says the average American now keeps a
new vehicle for about six years, up from around four
years before 2007
Strategies to win on the Web using the
tools you have CRM, Social media
If I had a Dime
For every time I hear “I hate my CRM”, I
would be a billionaire
Strategies to win on the Web using the
tools you have CRM, Social media
To succeed in this environment you must
1.
2.
3.
4.
5.
6.
7.
8.
9.
Set your expectations right
Set your priorities accurately
Define your expectations
Put a proper “Process” together
Make your process manageable
Make your process match the “skill sets” of your employees
Adhere to that process
Expect what you are willing to inspect
Realize what each tool is and what it can do for you
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
1.
2.
3.
Set your expectations right
Critically evaluate what is your CRM’s
strengths are
Try not to “squeeze” functionality for which it is
not designed for
Understand “What” CRM really is
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Set your priorities accurately
1.
2.
3.
What are the most important results you would like to
gain from the use of this tool keeping in mind its
“strengths”
What are you willing to sacrifice to gain the results?
Who is going to manage this project at what cost?
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Define your expectations
Once you know what this product does accurately
then define what you expect to have as a result
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Put a proper “Process” together
Any “measurable” result requires an “accountable”
process
You must make your process fit the tool not vice
versa
You will tend to fail if you force the tool to match
your process
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Make your Process Manageable
 “Process” does not mean a difficult path
 Some of the best processes are comprised
of easy steps
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Make your Process Match the Skill Sets of
your Employees
Your process will fail if it is too difficult or too
mundane for your employees. You don’t
want a “jet pilot” to ride a bicycle…….
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Adhere to your well defined process
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Communicate your process to your employees well
Train your employees on the process
This is “your” dealership and does not belong to CRM
company
Do not waver from your process
Make sure the training you provide to employees
adheres to the process
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
Expect What you are willing to Inspect
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Your process must have steps that requires
management supervision
You are the manager
Make sure that those process steps meet your schedule
and availability and skill set
If they do, you are just as accountable as anyone else
You CANNOT be where the weak link is
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
What is it? Keep it Simple
A database Management tool
Strategies to win on the Web using the
tools you have CRM, Social media
CRM
What Makes CRM Work?
DATA!
Integrity
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Facebook
 Tweeter
 Others

Strategies to win on the Web using the
tools you have CRM, Social media
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Focus on Facebook
 88% of the time spent with Social Networking
sites is spent on Facebook
 25% of the time spent with Internet is spent
on Facebook
 1 in every 5 Internet page visits is Facebook
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important

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Branding
Quality of Posts
Frequency of Posts
Engagement
How current
How relevant
Tabs are well managed
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
 Branding
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Expresses the dealership character mostly visible on
banner presentation and profile pictures
This banner cannot have a call to action! You can’t sell
something there
This should portray the “marketing” image dealership
wants to project
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
A Post
A “post” is a message you would like to
convey to your clients!
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
What is a good Post?
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A post should have images
Should not be too wordy
Should have a link
Should be “engaging” Ask a question!
A post should be current
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What to Post
Don’t dilute brand with irrelevant information
Be sure to maintain brand identity when
choosing what to post
Always ask a question whenever possible,
to keep fans engaging.
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Why does all that matter?
(When, how often, or what I
post?)
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
EdgeRank
The higher your EdgeRank score, the more likely
your post is to be visible on a fans’ newsfeed.
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
 DO NOT EVER IGNORE A BAD POST!
 Respond and take if off Social Media!
 DO NOT DELTE
 Respond positively
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
Can Your Post be Seen by All your Fans?
NO only by about 15%
Facebook sells an option that allows more of your
fans to see your post. But that % can increase
by how engaging the post might be
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
Well Managed Tabs
Tabs are pages you define about yourself or your
company
A tab should definitely define your “Fan Posting
Policy”
Then you can remove “foul” posts from site
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
Your Page is not visible unless you have
“fans”
For your page to become visible on facebook, you
must have a “critical mass” of fans
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
Twitter
Use same posts but make them shorter and simpler
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
What is Important
Post Frequency
2 to 3 Posts a week
KEEP THEM CURRENT!
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Monitoring recommendations
(Checking at least twice AM & PM)
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
How to Track
Facebook Insights
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
So, where is Social Media taking us next?
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Users learning to use other networking
systems for communication with
dealership
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
Integration - Anything is possible!
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
QR Code
Strategies to win on the Web using the
tools you have CRM, Social media
Social Media
How to stay in the loop?
Check out blogs and websites for frequent updates about
the ever-changing world of social.