Reputation Management: The Internet Doesn ’ t Forgive and Forget

Reputation Management:The Internet Doesn’t Forgive and Forget • Dan Malloy@danielgmalloy Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Reputation is Key • 78% of online Americans aged 18-64 use online reviews to help make their purchasing decisions • 49% of automotive shoppers check reviews while on your lot • Monitoring and responding are important! • Only reacting is not enough to keep you in front of your online reputation Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Reactive Process • Monitoring for online mentions • Monitoring for reviews on third party sites • Responding to reviews Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Proactive Process • Follow-up email surveys • Using Social Media to increase engagement • POS handouts for selected review sites • Encouraging customers to share feedback • Featured testimonials on website or social media • Reviews pages on your website • Addition of review site button to: • Email signatures • Website • Email campaigns Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Social Media • 80% of shopper consult social media • 62% cited Facebook as best channel • 12% Pinterest • 11% Twitter Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Social Media • Abundance of information to influence customers: • Customer conversations • Ability to share special events and incentives • Ability to add pictures (staff, customers, inventory) • Advertising opportunities • Customer reviews and Testimonials • And much more… Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Social Media • You must engage your customers in order to: • Encourage growth of your customer base • Maintain positive relationships • Increase brand recognition • Increase brand reach • Increase brand advocacy Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Survey Emails • Common concerns about follow up emails: • Sending out too many different communications to customers • I’ll get too many negative reviews • These surveys will interfere with CSI surveys • In response to these concerns: • Customers enjoy sharing their opinions • Frequency of email communications can be monitored and controlled • Negative customers are 15.3% less likely to consent to having their review published online • On average, 93.42% of published monthly reviews are positive • Follow up surveys are set up to send prior to CSI surveys and have been shown to increase CSI scores Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Follow Up Survey Emails CSI Surveys • Dealership branded, short surveys sent within 48 hours after a sales or service transaction • Opportunity to share experience with dealership and on 3rd party review sites • Able to quickly follow up with customer to resolve issues before CSI surveys • Can present opportunities to change dealer processes and improve customer experience • Impact to CSI surveys can be monitored • OEM branded, longer surveys sent about 10-14 days after a sales or service transaction • Measures multiple aspects of customer’s dealership experience • Provides data to allow dealers to make process improvements • Survey response rates are monitored monthly Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Survey Emails Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Response Handling • We’ve all seen how poorly customer feedback can be handled online… Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Response Handling • And we’ve all seen examples of how to properly handle responding to customer feedback online… Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Response Handling • Why is it important to respond to all reviews? • Make sure customer issues don’t slip through the cracks • 95% of complaining customers will do business with you again if their concern is addressed • Effective responses increase positive loyalty behaviors by more than 20% • 21% of car buyers changed dealership selection based on review site interaction • Maintain positive relationships • Engage current and potential customers Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Response Handling • Benefits to a response handling plan • All reviews are handled professionally and in a timely manner • Dealership is engaged with customer base • More time to focus on customers and day to day operation of the dealership • Improved review site ratings • Increased referrals Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Response Handling Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Recap • Key ways to increase customer satisfaction, loyalty, and overall dealership success: • Social media management • Customer follow up surveys • Response handling plan Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management Conclusion • People will talk about your dealership • Make sure you’re a part of the conversation, when it happens, where it happens Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad. Contact Info Full Name: Company: Job Title : Email: Twitter: Dan Malloy Naked Lime Marketing Product Manager Dmalloy@nakedlime.com @danielgmalloy

Reputation Management: The Internet Doesn ’ t Forgive and Forget