Building a reputation of Gold through Consumer Enablement

Transcription

1 Produced By: Sponsored By: Building a reputation of Gold through Consumer Enablement Kevin Hebert Product Manager Dominion Dealer Solutions Prime Response

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3 Comments: Not many bad reviews but none of them have been acknowledged by management

4 Comments: A few bad reviews, but management always responds and seems to make it right

5 Comments: Five stars! I mean, their only review is 2 years old but clearly they re the best in the city

6 POLL POLL Which restaurant should I take my wife to for our anniversary?

7 A GREAT REPUTATION IS NOT OPTIONAL.

8 85% of consumers trust online reviews as much as personal recommendations 49% of consumers need at least a four-star rating before they choose to use a business 30% name responding to reviews as key when judging local businesses SOURCE: BRIGHT LOCAL S 2017 LOCAL CONSUMER REVIEW SURVEY

9 WOULD YOU CHOOSE YOUR DEALERSHIP?

10 AGENDA Today s webinar will cover how to build a reputation of gold. 1. Reviews in the micro-moments 2. Review sites that matter most 3. Competitor reviews 4. The role of the business response 5. Case study: Sutherland Chevrolet

11 REVIEWS IN THE MICRO-MOMENTS Micro-moment: Make / Model Reviews Make / Model Reviews Blend of OEM and Dealer Reviews Dealership Reviews Dealership Reviews Aggregators (autotrader, cars, cargurus, edmunds) Local Search (Google, Yelp, Facebook) Your Website

12 DEALER REVIEWS ON AGGREGATORS All of the top inventory listing sites prominently display dealership reviews alongside inventory.

13 DEALER REVIEWS ON AGGREGATORS

14 DEALER REVIEWS ON AGGREGATORS

15 DEALER REVIEWS ON AGGREGATORS

16 DEALER REVIEWS ON AGGREGATORS

17 DEALER REVIEWS ON AGGREGATORS Where should I buy it? Volvo dealers near me The Google local 3-pack dominates dealer research search results.

18 DEALER REVIEWS ON AGGREGATORS Where should I buy it? Black Volvo XC90 near me Dealer websites and aggregators dominate inventory specific search.

19 DEALER REVIEWS ON YOUR SITE Relevant reviews should be on shopping tools such as: VDPs Credit App Trade In Service Specials

20 DEALER REVIEWS ON YOUR SITE Consider what customers find when they seek out your reviews.

21 SO WHERE SHOULD YOU FOCUS? Google & Facebook are primary research tools and often top sources of traffic to your website. Start here. With your inventory. Focus on the sites where your inventory is listed. This includes your own site. Stay Balanced. Customers don t all use the same websites. You need reviews on more than one review site.

22 POLL POLL Do you feel that your dealership s reputation is accurately portrayed online?

23 PERFORMANCE YOU & THE COMPETITION

24 TRACKING YOUR REVIEWS A strong reputation starts with awareness Check for yourself or save time by using a partner to track your reviews

25 TRACKING YOUR COMPETITION Track competitors contextually You don t have to win everywhere, you have to win where it matters.

26 IMPROVING YOUR REVIEWS SOURCE: BRIGHT LOCAL S 2017 LOCAL CONSUMER REVIEW SURVEY

27 IMPROVING YOUR REVIEWS 77% of consumers believe reviews older than 3 months are not relevant anymore and don t consider these in their decision making. SOURCE: BRIGHT LOCAL S 2017 LOCAL CONSUMER REVIEW SURVEY

28 IMPROVING YOUR REVIEWS Meet customers on their preferred platform. Invite them to share their experience how they want to.

29 IMPROVING YOUR REVIEWS Focus on important sites. While making it easy for the customer.

30 CASE STUDY 50 NEW CARS.COM REVIEWS AVG NEW REVIEWS AVG STAR RATING 4.3 AVG STAR RATING 2 AVG NEW REVIEWS 2 NEW CARS.COM REVIEWS Month 1 Month 8 Month 1 Month 8 Month 1 Month 8

31 PERFORMANCE MAKE IT A CONVERSATION

32 LOW RATINGS

33 LOW RATINGS Shoppers want to know what happened here.

34 LOW RATINGS...And what you did to fix it.

35 LOW RATINGS

36 RESPONSE BASICS Business responses aren t just for the reviewer, They speak to all potential shoppers.

37 RESPONSE BASICS Show empathy Resolve the issue & let them know Bring the discussion offline Be timely Avoid a template

38 RESPONSE BASICS Start by tracking down your logins for key sites or find a partner. Ensure you are receiving alerts for those sites. Don t ignore positive reviews! These are easy opportunities to engage with reviewers.

39 POLL POLL How important is reputation management to the future success of your dealership?

40 ONLINE REPUTATION MAKE IT EASIER TO CHOOSE YOUR DEALERSHIP > > > Generate reviews where they have more impact Respond to negative & positive reviews quickly Take pride in your reputation

41 To download a copy of these slides, visit:

42 Produced By: Sponsored By: THANK YOU Kevin Hebert Product Manager Dominion Dealer Solutions Prime Response