1 / 18

Superior Honda of Omaha

Superior Honda of Omaha. Social Media Strategy. Research – By the Numbers. There are almost 440,000 potential Facebook Fans over 18 in the Omaha Metro Area. Research – Social Review Sites. Goals for Superior Honda. Customer Relationship Management Brand Management

job
Download Presentation

Superior Honda of Omaha

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Superior Honda of Omaha Social Media Strategy

  2. Research – By the Numbers • There are almost 440,000 potential Facebook Fans over 18 in the Omaha Metro Area

  3. Research – Social Review Sites

  4. Goals for Superior Honda Customer Relationship Management Brand Management Conversion Support Search Engine Optimization

  5. Goal One: Customer Relationship Management • Engagement • Even a loyal customer may only purchase every 2-5 years • Relationship touch points are scarce • Customer Service • Customers will trust a repair center if a relationship exists • Letting community speak for you is powerful defense to possible complaints

  6. Goal Two: Brand Management • No gatekeeper • Can announce charity work and community involvement directly to fans • Link to supported charities • Share press releases and coverage from the local and national website • Share positive reviews from around the web – including ratings sites

  7. Goal Three: Conversion Support • Promotion • Creates Top-of-Mind Awareness • Highlight Specials and Advertisements hours before high-volume times • Brand Management • Provide information that reinforces Honda brand • Friend recommendations are extremely valuable and very easy to encourage on social media

  8. Goal Four: Search Engine Optimization • Social Search • When signed into account, Google uses information from your social circle to inform the search • For Example – signed in Used Cars in Omaha – 4th place not signed in – Used Cars in Omaha – 10thplace • Review Rating • Google Places includes review section • Superior Honda ranks as number one Omaha Honda Dealer • 4+/5 stars on dealer rater (ranks high when looking for Honda Omaha reviews) • Facebook will act as another space to play these reviews up

  9. Building a Community • Why do users “like” a page? • 40% to receive discounts and promotions • 39% to show my support for the company to others • 36% to get a “freebie” • 34% to stay informed about the activities of the company

  10. Building a Community • Tactics for increasing fan count on Facebook • Provide incentives for customers to fan and tag the page • Take photos of all new owners and post on Facebook • Personal message from sales person thanking them and inviting them to tag the photo • Giveaways of Superior Honda Gear • Tell us why you love your Honda – get your friends to vote for your post

  11. Engaging the Community • Tactics for engaging with fans • Games that reward active community members and support branding • Trivia Games about Honda and Superior • Bingo – Highly Shareable • Community-based link with question is best way to encourage conversation • Monitor links CTR in addition to comments and likes

  12. Benefits of an Engaged Fan • Top-of-Mind Awareness • Average person spends more than an hour a week on Facebook – more than any other site • More likely to see/share content • Edge Rank • Viral content • More likely to trust content provided by Superior • Trust reviews and opinions

  13. Turning a Customer into a Brand Ambassador • Provide incentives for referring and posting said referral online – create on and offline brand ambassadors • Ensure that most posts are shareable • Make the ask • Ask buyer to tag themselves in photos • Encourage fans to post about positive experiences

  14. Turning an engaged fan into a customer • Deliver product information with sales tone just before high-volume sales times • No more than once a week • Provide promotions for more immediate purchases by service department

  15. Example Content Calendar

  16. Twitter • Linking accounts allows for two channels with little extra effort • Twitter is integrated into search results • Increases chances that messages are seen

  17. YouTube • Most local auto dealers syndicate content from the national car companies • Take advantage of the Honda page by linking directly to it from the Facebook page • Take local videos from sponsored events and employee testimonials

  18. Key Social Deliverables • Increase total number of “likes” to 1,000 in a 12 month period • 75-80% local (average local fan percentage for retail businesses is less than 20%) • Average CTR of 10% • Year end goal as content becomes more personalized • Create strong community of brand ambassadors • Monitored through sentiment tracking • Monitor use of Facebook in conversions through socially conducted surveys.

More Related