Presentation by Bill Egan at Digital Dealer 20 in Orlando, FL on January 21, 2016.

1. Managing the Virtual Dealership
Customer Experience is Everything

2. Changing Landscape
In Conclusion…
Connecting with your biggest Influencer
What Reputation Really Means

3. Digital Is Disrupting Business As Usual
52
Percent of companies on the Forbes
500 list in 2000 that are now gone
as a result of mergers, acquisitions
or bankruptcies*
*Constellation Research study

4. “Netflix [isn’t] even on the radar screen in terms of
competition.”
-- Jim Keyes, Blockbuster CEO
• Brick and mortar overhead
• Late fees that penalized customers were
a large component of the revenue model
• Failure to appreciate how quickly a niche
idea can have viral appeal
• Out of business
• No retail locations
• Subscription model made late fees
unnecessary
• More consistent with digital changes and
consumer wants
• Worth over $39 billion
Digital Darwinism

5. • Outsourced online bookselling to Amazon
• Failed to appreciate the rise of e-books and
tablet readers
• Out of business
• Cut into Borders’ customer base
• Launched tablets for e-books to strengthen
relationship with readers
• Worth over $200 billion
Digital Darwinism

6. • Sold its first camera more than 125 years ago
• Invented the first digital camera in 1975
• Resisted moving to digital because it worried it
would cannibalizes film sales, its core business
• Out of business
Digital Darwinism

7. Other Companies And Developments
Disrupting Business As Usual

8. VIRTUAL
DEALERSHIP
Consumers Are Letting Us Know That Great Digital Experiences
Are No Longer A Pleasant Surprise… They Are Expected

9. Sadly, Maintaining the
Virtual Dealership
is Often Overlooked

10. Online Presence Matters
to Consumers … A Lot
Not Push vs. Pull … It’s Attract vs. Repel
80% of consumers will not frequent a
business with unmanaged, negative reviews

11. Consumers Expect Simplicity and Confirmation From Other Consumers

12. THE INTERNET HAS CHANGED AND CONTINUES TO
CHANGE CAR BUYING AND CONSUMER BEHAVIOR

13. Dealerships that maintain a positive online presence and get consumers into their
facility stand a good chance of closing them
Digital Presence Has Never Been More Important
For Automobile Dealers
More independent
research using more
digital channels
+ Less contact with
the dealership
before visiting
- Fewer dealership
visits before buying
-

14. Reality of Dealership Life

15. • Search Engine Results
– The first impression
• Reputation Management
– What people really think about the
dealership
• Social Media
– Humanize the Dealership
• Website Optimization
– Online Profit Center
Building Blocks of the ”Virtual Dealership”
SEARCH ENGINE
RESULTS PAGE
WEBSITE
OPTIMIZATION
SOCIAL
MEDIA
REPUTATION
MANAGEMENT

16. MOBILE SOCIAL
Three Key Online Trends To Watch In Car Buying

17. Source: Millward Brown Digital/Google Vehicle Shopper Path
to Purchase Study, September 2013
In-Market Shoppers are Increasingly Mobile

18. The New Expectation

19.  Influential
 Mobile
 Accessible
 Precision Targeting
 Youth-Oriented
 Search Engine Results
Social Media is Growing in Importance

21. So Many Choices. So Many Experiences

22. What Can We Learn From The Way Other Luxury Goods
Are Presenting Themselves Online?
Email
Neiman Marcus Takes an Integrated Approach and Leverages its Content
and Messaging Appropriately Across Channels
Pinterest FacebookTwitter
Website

23. What Can We Learn From The Way Other Luxury Goods
Are Presenting Themselves Online?
Louis Vuitton Also Promotes Campaigns Across All Digital Channels Using
Mobile, Video and Social
Instagram
Website
Facebook
Twitter
Pinterest Google+
YouTube

24. TRUST
VALUEPRODUCTS
GOAL
TONE
MESSAGE
IN MARKET
Convert
Urgent
Product
Value
Offer
Retain
Consider
Informational
Trust
Vehicle Care
Lifestyle
Future Products
Personality / People
Integrated Messages
DECISION
TRIANGLE
OWNER/PROSPECT

25. How to Build Trust & Value
SocialWebEmail

26. Actions
Be Where Your
Customers Might Be
Integrate Your
Message Everywhere
Use Different
Tools and Tones
Let Your Personality
And Your People
Shine

27. Meet Your #1 Consumer

28. Name
Address
URL
Phone
How to get Google’s Attention?

29. Optimize the Experience

30. What Does Google Find? And What Does it Tell Everyone Else?

31. Why Do Online Reviews Matter? WIIFM?
(Moz’s 2014 Local Search Ranking Factors Survey)
(such as quality of
reviews, star rating,
velocity of reviews)
contributed 9.8% to local
search ranking power
IMPROVED
RANKING
& HIGHER
CONVERSION
REVIEW
SIGNALS
SEO Value

32. Consumer Credibility
Why Do Online Reviews Matter? WIIFM?
Of Consumers Read
Reviews To Determine
The Quality Of A
Local Business
88% Say Positive Reviews
Made Them Trust A
Local Business More
72% Trust Online Reviews
As Much As Personal
Recommendations
88%
(Search Engine Land)

33. +42%
Percentage increase in website
traffic among most improved
performers
-58%
Percentage decrease in
website traffic among least
improved performers
Positive Correlation Between Increasing And Improving
Online Reviews And Increased Website Traffic
Top
Bottom
Rank:

34. Digital Evaluation
Dealer Success Metrics
Reputation Management
RDR Count
CP RO Count
RDR Growth
CP RO Growth
Sales Retention
Service Retention
Sales Market Share
Service Market Share
Review of over
90 data points
Dealer’s Combined
Star Rating
Analysis

35. Digital Evaluation Reputation Management
RDR Count
CP RO Count
RDR Growth
CP RO Growth
Sales Retention
Service Retention
Sales Market Share
Service Market Share
High Correlation with Each Major Reporting Factor

36. Embrace Changing
Consumer Behavior
Make sure Customers and
Google can find your
marketing platforms
Actively Build Your
Reputation Online
Let Your People and Your
Personality Be “Your
Unique Advantage”
In Conclusion…And I mean it this time!

37. Thank You!
Safe Travels Home