Social Media Marketing Networking

Social Networking
Should it be more about Relationship Building than Selling Cars?
2009 Automotive Internet Roundtable

Meet the Panelists

Chris Tom Jared Eric Ralph


Christopher Barger
Director Global Social Media, GM

@cbarger
@gmblogs

Chris leads the company’s social media communications
efforts; he is responsible for setting GM’s communications
strategy in the emerging social media.


POV on Social Networking
Done most effectively, interaction on the social web is about relationship marketing, not sales – in fact,
engaging overtly in direct selling often has a negative effect on an audience’s perception of you.

Tom Chisholm
Midwest Sales Director, Facebook

Tom has been at Facebook since 2006; he opened
the Midwest office of Facebook


We are moving from an anonymous web to an authentic identity-based web. ... There are now toolsets
that allow businesses to have first-class citizenship and share with consumers who care.

Jared Hamilton
CEO, DrivingSales.com

@drivingsales

Jared is a third-generation dealer and founder of one
of the largest social-networking sites for automotive
industry professionals.


The car business has always been about relationships; social media allows us to scale those relationships.
Social media strategy is not new – the technology is.

Eric Miltsch
Internet Director, Auction Direct USA

@auctiondirect

Eric created the company’s successful online strategy
three years ago and continues to expand its online
presence.


Social Media’s power stems from its ability to harness our basic human need for social interaction. This
new “interaction layer” has built a unique, emotional relationship opportunity limited only by our creative
and technological abilities.

Ralph Paglia
Director of Digital Marketing Solutions, ADP Dealer Services

@ralphpaglia

Ralph is the founder and General Manager of
the Automotive Digital Marketing professional
community.


For dealers, the most ROI-effective social media strategy uses a community for centralized content creation
and network syndication, leverages OEM-supplied assets and involves employees and suppliers, who are
the first 100 members.

How are we doing?
Send us feedback via @JDPowerInternet #Social


Areas of Discussion
• Why are we here today?

• Who is doing it right?

• Best practices

• What’s coming


Why are we here today?


Low follower ratio


Automated
inventory as
status update


Twitter TOS
(updated 9.18.09)


Practices that will get you bounced


Who is doing it right?


Learning from success


High activity,
engaging with
followers


More followers
than friends


Deliver value in 140 characters


Personalized engaging content


Be where your shoppers are
In July, the site most visited by new-vehicle prospects
was Facebook.
- J.D. Power


Be where your shoppers are


Customer tweets
their gripe...

@girlwithahemi (dealer)
apologizes and resolves

@JesterTX2001 becomes a
raving fan and tweets about it


Best Practices


• Create an authoritative voice

• Build trust and confidence

• Manage brand reputation

• Create customer loyalty

• Learning and information sharing

• Driving traffic

• Leveraging Social Media Optimization


Create an authoritative voice


Build trust and confidence


Manage brand reputation


Customer
loyalty


Learning and information sharing


Driving traffic


Leveraging social media optimization


What’s Coming


Location-based services


Q&A
Contact us via @SocialDealers on Twitter or the Social
Networking for Dealers Facebook event page


Appendix
Credits
Design: Leon Li, Razorfish (@leonbignoggin)
Content: Mary S. Butler, Razorfish (@msbutler)

Image (and related content) sources; listed in order of slide number:

1: Network of Hands via: http://www.thebannerlady.com.au/resources/portfolio/business%20networks/
networkcentral-hands.jpg

2-3, 5, 7, 9 & 11: Each panelist supplied his own head shot

4: Mosiac Twitter collage via http://www.hongkiat.com/blog/world-of-twitter-mosaic-twitter-wallpapers/

6: Facebook collage via Image via http://www.benparr.com/wp-content/uploads/2008/07/facebook-
friends-32.jpg

8: Human icon network image via: http://bradhanksseminars.com/blog/wp-content/uploads/human-
networks1.jpg

10: Image via Image via drivingsales.com

12: Social networking image via: http://aprilbroussard.files.wordpress.com/2009/03/social- networking.jpg


Appendix (contd.)


16-17: Images via Twitter.com

18: Twitter: Terms of Service http://twitter.com/tos

19: Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311

21: The Tendo View via http://www.tendocom.com/view/learning-from-success-four-social-media-tri
umphs-873

22: Scott Monty Twitter profile via http://twitter.com/scottmonty

23: Jup Chevy Twitter profile via http://twitter.com/jupchevy

24: GoAutoNation Twitter profile via http://twitter.com/GoAutoNation/statuses/4633819687

25: Meet the VWs Facebook app via http://apps.facebook.com/meetthevolkswagens/

27: Facebook Lexicon cars + houses


Appendix (contd.)


28: Customer tweets a gripe - http://twitter.com/JesterTX2001/statuses/4717778950
Dealer apologizes and resolves – http://twitter.com/JesterTX2001/statuses/4724841144
Customer becomes a fan and tweets about experience – http://twitter.com/JesterTX2001/
statuses/4724879302

31: Twitter Elite on Twitter Grader via http://twitter.grader.com/top/users

32: What Detroit needs to build most is trust, Automotive News, Sept. 21, 2009 via http://www.autonews.
com/article/20090921/ANA03/309219991

33: DealerRater homepage via http://www.dealerrater.com/

34: @jspahr mentions on Twitter in June 2009 via @jspahr

35: Auto promotion: Using Twitter in the automotive industry, Headlightblog.com, March 30, 2009 via
http://www.headlightblog.com/2009/03/auto-promotion-using-twitter-in-the-automotive-industry/
Content via Twitter Support http://twitter.zendesk.com/forums/26257/entries/18311


Appendix (contd.)


36: AutoNation blog homepage via http://blog.autonation.com/

37: Social Media Optimization for Small Business image via http://mashable.com/2009/08/31/
cloudprofile/

39: Adidas Originals, Your Area, Facebook fan page via http://www.facebook.com/adidasoriginals


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