I Hate/LovemyOnline Reputation Presentation by Mike Myers Thursday, September 6, 2012 - 10 AM Aria Hotel and Casino – Starvine Room 7
About Me • Started selling cars in 2001 • Held positions as sales consultant, F&I manager, BDC manager, Digital Marketing Director • Co-founded DealerELITE.net in 2010 • Partner with AMP and AutoCON 2012 • Married, 3 kids, hockey fan, volunteer firefighter and rescue tech
What We Will Cover • What is Online Reputation? • Your image through a consumer’s eyes • How customers find you • What makes a good/poor reputation? • Hidden advantages with reputation • How to start and develop effective reputation strategies • Buy-in and commitment
What is Reputation? • 1. the estimation in which a person or thing is held, especially by the community or the public generally; repute: a man of good reputation.
What “WE” Show Customers The Cuban-Americangynecologist car salesman Watch?
Real Life Review – The Woman • “I agree with all the negative comments made here. She is very deceptive. The worst experience of my life. What was already a traumatic experience was made massively worst by this duplicitous woman. Wish I had seen these reviews sooner.” • “She overcharges, blames her mistakes on you and is nasty to her own clients.”
Ask Yourself… • Would you do business with this person? • Would you recommend this person? • Would you give her a chance anyway? Would you buy a car from her?
Real Life Review – The Man 1 • “This is an AWFUL man in general. He is very condescending and downright rude! He has no compassion. He tries to intimidate his clients into saying what he wants them to say. He asks a question then will not even shut up long enough to allow anyone to speak to answer. When an answer can actually be given, he tries to twist what was said. I wish this man actually owned a conscience so he could one day feel bad for the person he has become and his effect on others.”
Ask Yourself… • Would you do business with this person? • Would you recommend this person? • Would you give him a chance anyway? Would you buy a car from him?
Real Life Review – Man 2 • “If you do decide to use these crooks, please bring a lawyer with you. They leave forms blank on purpose and fill in the blanks later to suit them. STAY AWAY!!!”
Ask Yourself… You’re getting the point… Would you buy a car from him?
Who Were They? • The Woman LAWYER - lawyerratingz.com • The Man 1 DOCTOR - ratemds.com • The Man 2 CAR SALESMAN - dealerrater.com
What is Reputation Again? • It is personal • It forms opinions • It shapes careers • It effects business • It reaches deep into communities Are these Negatives?
How Customers Find You • Google Places • Yelp!* • Dealer Rater • Edmunds • Cars.com • My Dealer Report • Car Dealer Check • Car Folks • Yahoo! Autos • Reputation.com
What Makes Reputations Good? • Use of personal names • Expression of customer’s positive experience • Multiple entries • Consistent and current entries • Consistency over multiple sites
What Makes Reputations Poor? • Negative entries • Few or no entries • Negative across multiple sites
Case Study – Kelly Automotive • Awareness • Acceptance • Vision AND belief • Process • Culture • Buy-in
Hidden Advantages • Not all your competitors are managing their online reputation • Negative reviews are hidden gold • Advertising specific to YOU!
Starting A Reputation Strategy • Start small • Choose a site to monitor you like • Complete all the dealer info • Use every service available • Respond to EVERY review • Encourage customers to review you • Incentivize your team and build a culture
Buy-In And Commitment • Must benefit the employee, not just the dealer • Upper management must instill value and importance • New employees should be introduced to the dealer’s online reputation and reviews
Thank You! If you’d like to contact me or would like to receive a copy of this presentation, feel free to reach me anytime. I’m EST. Mike Myers Call or Text: 610.657.4171 email@example.com “Friend” me on DealerELITE.net