Rick Case Honda Social Media - Richard Bustillo

1. Creating Desirable Content
Public Facing Customer Reviews and Ratings Philosophy

2. Richard Bustillo
General Manager
Rick Case Honda in Davie
TLS Automotive Social Media Summit
June 2012

3. Overview
• Perspective
About Rick Case Honda
• Finding Point A
Discovering the What, The Who and The How
• Journey To Point B
Building an effective social media strategy
• Moving Forward
The future of social media for Rick Case
Honda

4. Perspective
About Rick Case Honda of Davie

5. Rick Case Honda

6. Largest Dealership In Florida

7. Six Stories of Inventory

8. Great Team!
President’s Award 4 Years In A Row

9. Going to the
Next
Level…
We are #1
in the
Southeast.

10. Our Goal is to be #1 in America!

11. Finding Point A
Discovering the What, the Who and the How

12. Looking For The Magic Pill
We evaluated EVERYTHING….
 Every Department
 Every Manager
 Every Compensation Plan
 Every Process
 Every Vendor

13. 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

14. 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

15. Integrated Marketing & Communication

16. Benefits
 Easy for customer to move from one department to another
 Higher performance from employees
Many Things One Thing
VS
Prone To Constant
Mistakes Improvement

17. Showroom

18. Service Waiting Area

19. Waiting Areas

20. Used Cars Hang Tag
View from one of
our gas pumps

21. Car Wash Line

22. Amazing Results
 Customer-pay RO counts up over 30%.
 30% increase in monthly service customers (with average customer
spend of $350.00 per visit).
 148% increase in Service Drive Sales - from 45 (2011 Average) to
105 (May 2012).
 Overall used car business up over 50%.
 Huge lift in CPO sales - went from 16th to 4th in nation for CPO
sales (over 135 CPO units per month)
 New Service Revenue from certifying cars bought from service lane
($1,300 per RO).
This is not about marketing.
creating a formula that delivers a
This is about
Consistent, Positive Customer Experience…

23. PROBLEM
If this was how customers saw our “Real World” Dealership…

24. PROBLEM
This is how customers saw us online.

25. PROBLEM
 Out-Dated Posts
 Negative Content
 No Substance
 Lack of Response
 No Consistent social media Strategy
 Lack of Content
This Was Point A

26. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Customer sees ad and Search results show ratings
searches for dealership on for all dealers in that market
Google

27. PROBLEM NUMBER ONE: Rating results in dealership
financing lead to competitor
We Spent $$$$$
To Build Brand With
Customers
Not Acceptable!
Customer sees ad and Search results show ratings
searches for dealership on for all dealers in that market
Google

28. Journey To Point B
Developing An Effective Social Media Strategy

29. 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

30. 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

31. 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

32. Our Social Media Strategy
Use our video production facilities to increase our digital footprint and
make online customers aware of our advantages.
Click next slide for video example

33. Creating Desirable Content
Public Facing Customer Information about Trade-In Appraisal Process

34. 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 encouraging and facilitating customer
generated content – ie: Comments, Posts, Reviews and Ratings

35. 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

36. Google ties Reviews into Consumer Search Results

37. Google Page One
100% controlled by Rick Case Honda

38. Google Page One (second half)
100% controlled by Rick Case Honda
SERP #1.5

39. Google Page Two
100% controlled by Rick Case Honda
SERP #2

40. Google Page Three
100% controlled by Rick Case Honda
SERP #3

41. Google Page Four
100% controlled by Rick Case Honda
SERP #4

42. Part Two: Automated Follow Up
Touching every customer.

43. 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

44. Social Media Dashboard
Provides centralized account/profile access

45. Social Media Dashboard
Allows us to see where we need work

46. Social Marketing

47. Social Marketing

48. Social Marketing
Business Listings
Phone
Flow

49. THANK YOU DEALERSHIP SPONSORED
SOCIAL NETWORK
(community)
Rick Case
Story, Article
or News

50. 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)

51. 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

52. 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

53. Teach Employees how to promote your dealership

54. THANK YOU

55. THANK YOU

56. THANK YOU

57. THANK YOU

58. Remember Our Goal?

59. Social Media Helped Put Us On Top
Show screen shot of top
position here.

60. Moving Forward
The Future Of Social Media For Rick Case Honda

61. Results
• “Likes” – 2,110
• Social Reach – over 480,000
• Increase in Page 1 Google online market
share rankings
• Increase in website visits
• # video views on automotive community
sites

62. THANK YOU