Rick Case Honda social media SWOT

Rick Case Honda social media SWOT

• 1.
  Richard Bustillo General Manager Rick Case Honda in Davie TLS Automotive Social Media Summit June 2012
• 2.
  Finding Point A Discoveringthe What, the Who and the How
• 3.
  Looking For TheMagic Pill We evaluated EVERYTHING….  Every Department  Every Manager  Every Compensation Plan  Every Process  Every Vendor
• 4.
  Looking For TheMagic 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 CustomerExperience 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 washow customers saw our “Real World” Dealership…
• 8.
  PROBLEM This is howcustomers 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 $$$$$ To Build Brand With Customers Customer sees ad and Search results show ratings searches for dealership on for all dealers in that market Google
• 11.
  PROBLEM NUMBER ONE: Rating results in dealership financing lead to competitor We Spent $$$$$ To Build Brand With Customers Not Acceptable! Customer sees ad and Search results show ratings searches for dealership on for all dealers in that market Google
• 12.
  Journey To PointB 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 SocialReach 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 MediaStrategy 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