I know this is DEALERrefresh.  I get that.  But the guys are nice enough to allow me the floor from time to time and I’m very appreciative.  In my opinion this is the forum where people are open and honest.  Refreshing really.



There are some basic expectations I have after doing this for for a while:

1. No one will believe 100% of what I say
   
2. People assume I’m always selling

So what does that mean?  It means that the best way for me to be sure I”m taken seriously is to present 3rd party data.

Dealer.com partnered with GfK Automotive and DriverSide to study the impact of social on the purchase process.  If you don’t know GfK, Search “Automotive Purchase Funnel”.  Good chance they come up first because they created this term.  They call nearly every OEM a client, and provide research and training based on the funnel model.  They’re a global research firm specializing in automotive data.  Another way to say it: They go out and actually talk to auto consumers.  Pretty good idea.

So What??

I am a social networker.  Have been for years.  The result is a lot of “gut instincts”.  Relying on gut instincts is many times the same as assuming.  We all know what happens when you assume...

Here are some things that I learned from the study that I think you’ll find valuable too:

Don’t think Social Media is used to research cars?

38% of those interviewed in the study indicated that they would be using social resources to research their next purchase.  What kind of research?  Everything from price to features to finding a dealership.

Be that consumer for a second.  Can you find any of this info on your own facebook page?

The benefits far outweigh the risks

Why would I get a facebook page?  That’s just another place for people to talk trash about me.

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Ever heard someone say that?

27% of those surveyed said that they used or will use facebook specifically as part of their purchase process.  Of that 27%, 44% said that they had personally posted a comment about a brand or model on facebook.  And guess what?  82% of the content they posted was positive.  That’s right, people can be nice too.  Lesson:  The benefits far outweigh the risks.

The little things make all the difference

In the group who said they used facebook in their buying process:

• 57% said that seeing an ad or promotion for a brand or vehicle “liked” by a friend or family member would impact their consideration of that brand or vehicle
  
• 52% said that just seeing someone check in on a location based service (foursquare, Gowalla, facebook places etc..) would impact their consideration.

What does this mean?  It means that we are quickly moving beyond the days when having a facebook page is enough.  Believe it or not, we are in an age where you do have to manage many channels in order to be an effective marketer.

People who are loyal use social media more

Create more loyal customers.  Why?

- Those who are dealer loyal are 14% more likely to use social media as part of their new vehicle ownership experience.

• 70% of folks who are brand loyal use facebook weekly compared to 60% of those who are not brand loyal.
  
• 49% of those who are dealer loyal indicate they will use social media to research their next vehicle vs. 38% of the overall base.

So.  Want more people out there saying great things about you?  Want to earn more referral business?  Ready to try a new conquest strategy?  Put more money into the post-purchase experience than you do today.  How?

Some dealers have owners' clubs.  A BMW dealer might have an open invitation for a quarterly 3 series owner get together.  Drivers come to the store for a BBQ, swap stories, learn a bit about their cars, maybe drive the new 3 series... this is the type of stuff that drives social content.  There are a million ideas like these out there, just ask around.

Finally, this one is a heartbreaker

Only 17% of the folks interviewed said they had been asked to “Like” a dealers’ facebook page.  81% of those people followed through.  Tell me again why your fan acquisition strategy costs so much?  Couldn’t your salespeople just ask every buyer?

Ask yourself doessocialmatter.com?  Download the study and find the info that matters most to you.

 

 

NEW YORK, NY, Jan 31 (MARKET WIRE) --
Today, two leading technology providers in the automotive marketing industry, ActivEngage and HookLogic, announced a strategic alliance combining the companies' live chat and targeted incentive technologies into a comprehensive solution for automotive dealers. The integrated solution, designed to drive the highest quality leads into local dealerships, will become available immediately to ActivEngage and HookLogic's current customers and partners, including Hyundai of St Augustine, DCH, Apple Auto, Acton Toyota, Suzuki of Wichita and Hendrick
Chevrolet.

ActivEngage's live chat technology enables dealers to gain valuable, real-time business intelligence and shopper insights, such as geo-location and shopping history, to better meet customer needs and drive intelligent, guided, helpful conversations that turn website traffic into targeted leads. HookLogic's AutoHook solutions provide dealers with an advanced platform for managing the delivery of time-sensitive, high-value incentives that can only be redeemed in-store, turning qualified leads into showroom visits and test drives. The strategic alliance between the two companies brings a first-of-its-kind, fully integrated solution that combines the best of both technologies for automotive dealers and marketers.

"Online leads are only good for dealers when they walk into the showroom for a test drive, where sales reps can work their magic," said Ted Rubin, co-founder and president of ActivEngage. "Live chat and targeted incentives are both, on their own, huge opportunities for dealers because they allow sales teams to shine and provide strong online-offline strategies to get online shoppers into local dealerships. It was a natural fit with HookLogic, and we truly believe that one plus one equals ten in this partnership."

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Dealers who implement ActivEngage's flexible live chat implementations on their websites turn, on average, eight out of 10 conversations into qualified leads and gain granular insights into what individual shoppers are in market to buy. Dealers leveraging in the integrated solution are now able to target those shoppers with the highest purchase intent into local dealerships with targeted incentives through HookLogic. HookLogic's Lead-to-Show solution typically results in close rates as high as 38 percent, and a cost per incremental vehicle sale as low as $80.

"ActivEngage had an impressive reputation among the dealers we were already working with, and we recognize they are a true leader in live chat technology," said David Metter, president of automotive for HookLogic. "We look forward to a successful partnership and driving unprecedented results for our combined clients."

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About ActivEngage:
ActivEngage's proprietary business intelligence helps automotive dealers meet the needs of shoppers
by providing dealerships easy to use, powerful website tools. Advanced live chat services let dealers identify, initiate interaction and communicate with website visitors in real-time. The essential person-to-person Meet and Greet that dealers require at the physical showroom is now possible on the dealership website through ActivEngage. This proactive website engagement decreases abandonment rates, and increases website lead generation with the thousands of visitors the average dealership receives each month. ActivEngage provides the edge that dealerships need to engage more customers who browse for information because it starts building a personal relationship with shoppers from the moment they hit the website. ActivEngage offers three tiers of service to ensure that all website visitors' experiences are enjoyable and uncomplicated, thereby increasing the value of dealership websites through better lead generation.

About HookLogic's Incentive Solutions for the Auto Industry
HookLogic powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. HookLogic solutions are easily implemented, work with nearly any marketing medium and enable end-to-end reporting and optimization. Headquartered in New York City, the company has offices in Ann Arbor, MI, Atlanta, GA and Manchester, UK. Clients include MileOne Automotive, Germain Motor Cars, Suburban Collection, Acton Toyota, and AutoTrader.com. Learn more at www.leadtoshow.com.

VinSolutions selects Contact At Once! and embeds new communications product.

ALPHARETTA, GA. January 30, 2012 –Contact At Once!, the dealer chat software leader, and VinSolutions, an industry-leading developer of Internet-based Customer Relations Management (CRM), Internet Lead Management (ILM) software and all-in-one Dealership Marketing System, today announced the immediate availability of a new product that extends the VinSolutions suite of dealer solutions, enabling fully integrated tracking of website visitors using real-time analytics and proactive chat greetings that increase website conversion.

“As we worked with dealerships to develop comprehensive online marketing and customer relationship solutions, it became clear that dealer chat is a ‘must have’,” said Sean Stapleton, Chief Sales Officer at VinSolutions. “In seeking more than a superficial level of integration, we evaluated numerous chat software vendors, selecting Contact At Once! based on both their rich API’s that enabled us to tightly embed their solution, and on the built-in connectivity to their dealer chat network which includes many of the websites from which our dealers get leads.”

“No dealer wants the hassle and complexity of having to use different chat solutions for each website on which their inventory appears,” said Contact At Once! Founder and Executive Vice President, Marc Hayes. “By embedding our solution, VinSolutions has greatly simplified things for their dealers who can now utilize a single chat solution to manage chats originating from their dealership’s website as well as the third party and OEM websites that are part of the Contact At Once! dealer chat network.”

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The new VinSolutions product is available immediately. Interested dealers may contact their VinSolutions account representative for additional information.

About Contact At Once!
Contact At Once! is the leading automotive chat software provider and operator of the industry’s only dealer chat network connecting more than 9,000 auto dealers with the websites car shoppers visit most often. Adding Contact At Once! dealer chat software to a website typically increases a dealership’s sales conversations by at least 25%. Named to the Inc. 500 as one of America’s fastest growing businesses in August of 2011, Contact At Once! is headquartered in Atlanta, Georgia. For more information about the company’s auto dealer chat product, please visit: www.autodealerchat.com.

About VinSolutions
VinSolutions, headquartered in Overland Park, KS, consolidates data from all areas of an automotive dealership helping dealers to find, sell and keep customers more profitably with their fully-integrated “Dealership Marketing System.” VinSolutions’ all-in-one internal management and external sales and service marketing solution platform includes search marketing, online advertising, social media marketing tools, mobile marketing, websites, ILM (Internet Lead Management), CRM (Customer Relationship Management), sales force automation, desking, appraisal, finance, used vehicle marketing and market pricing, inventory management and distribution, window stickers, automated video tours, loyalty management and targeted marketing with email, text, direct mail and telemarketing services. This cloud-based system is available for large dealer groups and individual dealerships from anywhere an Internet connection is available and can be viewed from any smartphone including BlackBerry, Google DROID and iPhone. VinSolutions’ Dealership Marketing System is installed by their implementation experts and supported by best practice retail strategy consultation, process training and customer care.

It’s impossible to be even a casual DealerRefresh reader and not have come across a ZMOT discussion over the last year or so.

For those of you still assuming that ZMOT is that new kosher malt beverage soon arriving in a delicatessen near you, the Zero Moment Of Truth (ZMOT) is that marketing concept guru’d by Google’s Jim Lecinski, formatively describing modern shoppers’ purchase decision making process through the digital funnel of online social interactions, peer reviews, product ratings, video, etc.

The actual term ZMOT is a play on the terms used in an older Proctor and Gamble study describing the First Moment of Truth (FMOT), and of course if you have a First, you’ll need a Second (SMOT). So we have a whole lotta Moments of Truth here, and if you’d like more information, go ahead and Google them yourself!

Not too many of us dealer-minded people get too caught-up in all this fancy- shmancy marketing lingo.

ZMOT? THERE’S AN UP ON THE LOT!! And herein lies the origin of WMOT….

For a moment, let’s assume that I’ve mastered the art of ZMOT. I’m Facebook’ed out the wazzoo…. Hundreds of positive ratings averaging 4.8. Live walk-around videos on all of my Used Cars, 22 actual pictures of my entire New Car Inventory, funny and accurate descriptions: perfect merchandizing. Traffic is lining-up at my door to do business with my store – they love us!!

The door opens, and there it is:

“Kin I hep yuz?” with a full face-full of some combination of garlic, cheese and cigarette smoke that instantly dries your eyeballs and singes your nose hairs.

We’ve just witnessed WMOT: the dealership’s Worst Moment Of Truth. In this case, it’s the realization that all the efforts and dollars put into attracting a client have just been nullified because Stinky Pete doesn’t use mouthwash and never learned to shake hands.

The very interesting thing about WMOT is that there can be many in one dealership, and one dealer’s WMOT may not apply to another dealership. Our people can be our WMOT. Our lack of process can be our WMOT. Our attitude can be our WMOT.

The real problem with WMOT is that it can cancel the best ZMOT. It just doesn’t matter how well you market your goods and services if your people, process, and attitude stink.

Now this is a blog, and by a blog’s very nature, we are going to attract the ilk comfortable discussing digital issues and best practices, technology, and the latest and greatest of everything. But at the risk of sounding like the old timer I’ve become, I’m going to ponder the world (and maybe write a follow-up article or two) where DP’s, GM’s, GSM’s, SM’s, ILM’s, etc., work under a valance of balance. Where the “modern” GM realizes that a hand-shake and eye contact is just as important as Google (Sorry Jade!). Where the ability to put a client at-ease is regarded as highly as the ability to generate 50 leads from the website. Balance is the key to eradicating WMOT.

Anybody catch the Pro-Bowl the other night? All those All-Stars… all those Zillionaires… do you know that the 1st day of training camp every year they concentrate on getting into and getting out of their stance? Yes… the most basic of basics…. How to stand, squat, and step.

Surprised to learn that the Elite focus-on, emphasize and practice the basics?

Is there a lesson there?

Can you recall a WMOT in your experience?

Now that we’ve covered the why and how, let’s talk about where to recruit the 1.7 million Gen Y employees in the workplace today.

Obviously, the best ways would be to write a small indie film about a car dealer that premieres at the Sundance film festival, and/or have Obama visit your company.

But if that’s not an option, here is the place to start.

Craigslist - Craigslist is the Gen Y job hunting mothership. The average Gen Y’er spends hours a day on Craigslist as it is, and job seekers use it more addictively than any, refreshing the job listings like a recreational sport. The sheer volume, the real-time updates, and the cost-free nature make this site job-hunting catnip for my generation.

Additionally, while the “Sales/Bus Dev” job category might seem like the most natural place to post your listing, don’t be afraid to consider other categories. Many Gen Y’ers instinctively abhor the idea of sales or being a “salesman,” but we absolutely love “Marketing/PR” or “Business/Management.” Think carefully about the job duties and desired qualifications you’re looking to fill, and categorize based on those, not by industry. Note: If you do go after a less traditional job category, don’t be vague about what kind of business you are in. Be very upfront that it’s a car dealership and that you’re just looking for some diversity. You may find you’re rewarded for your honesty.

Facebook ads - Why wait for Gen Yer’s to find you? Message them where they live: on Facebook. While my generation is self-trained to tune out traditional advertising (thank you, Safari Adblocker), Facebook ads are the exception. With their highly-targeted capability, their clever and creative messaging, and their “lifestyle” feel, Facebook has really cracked the code for creating advertising that is relevant, interesting and appealing to Gen Y’ers.

For the same reasons, Facebook ads are a recruiter’s dream. You can target by education, geography, age, interests, and much more. Try targeting for some terms like “cars” or “automotive,” as well as terms like “entrepreneurship” “business opportunities” and “job.” Make sure to include an eye-catching image and an enticing call to action.

Linkedin - No matter how cool your ads are, chances are most Gen Y’ers just won’t ever stumble across them. Why wait for them to come to you when you can go to them? Gen Y’ers love getting recruited, and it allows you to handpick the cream of the crop, rather than weeding through a massive pile of applications. You can target by industry-specific keywords, software skills, or even employment status-terms like “Looking for” and “Seeking” are LinkedIn code for “unemployed.”

Referral Incentives - Gen Yer’s are all about connections, and this is especially true when it comes to our careers. Our post-grad cycle goes something like this: graduate, apply to every CEO position at the world’s best companies, accept defeat, become an Outback Steakhouse waitress, and then at last, alert every single person in your social circle that you are looking for a job-help!

Knowing this, exploit my generation’s beloved peer pressure for the positive by incentivizing your employees to refer their friends, their friend’s kids, etc. Monetary bonuses, gift cards, free lunches, or even extra days off are all great ways to get your employees excited about making referrals. If you can’t afford huge prizes, just make it fun by spotlighting referrers in company meetings or holding friendly competitions to see who can refer the most people.

Make yourself discoverable - Last but not least, it’s all about inbound marketing, and Gen Y recruiting is no exception. If you’ve got a competitive payment structure or a sweet company culture, expose those things on your website, your company Facebook profile and your Youtube channel. Encourage your employees to leave you good reviews on Glassdoor (www.glassdoor.com). Then, sit back and watch the good job juju roll in. You get back what you put out, so create an attractive inbound space and I guarantee you’ll be pleasantly surprised by the results.

And if you need help writing that Sundance script, I know an awesome writer

Have you tried any of these Gen Y job hunting techniques? How did they go?