New Study Shows Car Buyers use Social Media and Online Reviews More than Ever Before in Determining Where to Buy
A study of more than 2,000 car buyers and 650 automotive dealerships finds consumers are increasingly using online review sites, Facebook and mobile devices in the car buying process
Sunnyvale, CA (May 17, 2013) – Online dealership reviews on social media networks are now playing the most important role in the dealership selection process, according to the Spring 2013 Automotive Social Media and Reputation Trend Study released by Digital Air Strike™, the nation’s leading automotive social media, online reputation and digital response company. The bi-annual study included an in-depth analysis of how 650 U.S. dealers use social media and an online survey of 2,000 consumers who purchased a vehicle in the last 6 months.
Picture this: A consumer is researching local dealerships on Google and Yelp. Your store has a negative review. The next-closest store is 10 miles down the road but has multiple positive ratings.
Where will that shopper go? A study* of more than 1,600 car buyers and 600 dealerships found that 70% of car buyers say online dealerships reviews influence where they shop. And many of those buyers are willing to drive long distances to connect with dealers with positive reviews.
How should you respond?
You could maintain the status quo, and risk losing more lead traffic than you’ll ever know. Or you can find ways to manage your reviews, get more positive feedback and enhance your online reputation. Alexi Venneri, CMO of social media at Digital Air Strike, will show you how.
What happens when hundreds of millions of social media-loving consumers have easy access to broadband-connected smartphones with cameras that have finally come of age? They spend a lot of time on their smartphones, they take a lots of great of pictures, they upload them to the Internet, and they view other people’s photos on their smartphones.
They share these images in as many places as they possibly can, across multiple social networks, because they know that their friends and family are using a variety of social sites – they are certainly not just on Facebook anymore. Flickr just invested what was no doubt a very large sum overhauling their entire website and mobile apps in order to make Flickr more social media friendly – they know it is do or die.
If you haven’t heard the Digital Dealer Conference and Exposition is going virtual December 5-11 – and we are delighted to be a Virtual Vendor!
Registration is complimentary – visit www.DDVirtualExpo.com to learn more!
For a full week you can check out the most innovative new products and services as seen in the 13th Digital Dealer Exhibit Hall, and experience the top ten educational sessions on demand 24/7 anywhere with Internet access. Plus chat directly with exhibitors, other attendees and industry experts.
To see our virtual exhibit, just click our name on the Exhibitors list and you can check our product information, videos and more.
Every day of the seven day event a dealership attendee will win a free registration to the 14th Digital Dealer Conference & Exposition May 7-9, 2013 in Orlando, FL. Don’t miss this opportunity!
We are thrilled to announce that Digital Air Strike has been approved by General Motors (GM) as a certified Reputation Management partner! Digital Air Strike is offering GM SFE dealers a new reputation management packages exclusively designed for GM SFE dealers. The GM SFE Reputation Management Program includes everything dealers need to monitor consumer reviews and leverage customer feedback, plus these enhanced features:
Monitoring all online review sites including top sites such as Yelp, Cars.com, Edmunds, Google+ Local, Yahoo! Local, Cars.com, and many more
Testimonial feed widget to showcase positive reviews and positive survey comments on dealership websites, Facebook pages, blogs and social media toolbars
Enhanced Yelp Page – blocks competitor ads, exclusive ability to add offers, dynamic photo reel, “About Us” page and more
Enhanced Yelp Mobile Site with check-in offer feature
The first and only real-time automotive social media mobile dashboard app – get alerts, reviews, survey stats and more
Fully managed social media sites to increase engagement, build increase likers/followers, and drive more traffic to the dealership’s website
A dedicated social media/reputation management specialist to help dealers follow up with more customers and increase overall satisfaction
Our baseline GM Package is loaded with extra features including the monitoring of Cars.com and Edmunds. In our recent Fall 2012 Automotive Social Media and Reputation Trend Study, the top five review sites used in dealership selection, as named by car buyers, are: Cars.com (55%), Edmunds (50%), Google+ Local (40%), Yelp (14%), and Yahoo! Local (11%).
Another exciting industry first is the development of the first iPad/iPhone mobile app which keeps GM dealers updated with review alerts.
The very last eSummit is coming up and we are starting to get sad, but know the last one is always the best one! If you haven’t attended one of the 2012 GM eSummits and you have a GM dealership, don’t wait and REGISTER NOW to get the discounted rate of $249 for the 2012 Las Vegas GM eSummit at www.GMeSummit.com. PLUS, the GM eSummit 2012 expenses are now eligible for reimbursement under the Sales iMR program with GM Match! The conference registration fee and travel expenses (hotel, flight, food & beverage—excluding alcohol) are all eligible reimbursement items. Claims should be submitted on GMLAM.com for reimbursement. Additionally, if someone from a dealership enrolls for an eSummit event, the dealership’s Dealer Principal or Executive Manager is able to attend an event for FREE!
Make sure to catch the Digital Success Expert Panel moderated by David Kain and featuring our co-founder Alexi Venneri. Then don’t miss Alexi’s afternoon session “Social Media Moving Target,” during which she’ll teach your dealership top tips for managing the latest changes from top companies like Facebook, Twitter, Google+ Local, Pinterest and more!
Get the latest social media research insights from our October 2012 Fall Automotive Social Media Trends Study conducted with 500 Automobile Dealerships and 1,500 Car Buyers. Find-out how Facebook is emerging into a viable marketing tool for dealers in attracting new car buyers, and discover what car shoppers “Like” and want to see and interact with on dealer Facebook pages. Get answers to your questions about Facebook advertising, then dive into new research results that show the continued importance of dealership reviews. Which auto dealer review sites fall in the car shoppers’ Top-5 Review Site list? Is there any value to the frequency or recency of dealer reviews?
Join Gabe Foo – Director of Marketing and Remy Tennant – Product Marketing Manager from Digital Air Strike as they share social media trends and practical tips how to optimize your social media and reputation management efforts.
Tuesday, November 6th, 3pm (EST) / 12pm (PST) – Register Now
Thursday, November 8th, 3pm (EST) / 12pm (PST) – Register Now
Tuesday, November 13th, 3pm (EST) / 12pm (PST) – Register Now
Back by popular demand, and with the all new 2012 Social Media Study Results and Top Dealers Revealed, Digital Air Strike co-founder and COO of Social Media Solutions, Alexi Venneri offers the latest facts and trends in reputation management and social media. In this session Venneri will be highlighting the most important review sites and most successful dealers and offer tips to help drive success for your dealership. This is a can’t-miss presentation for anyone attending Digital Dealer. Find out if liker and follower counts matter, which review sites are the most depended upon by car buyers and which dealers are getting the best results and why. Test your tactics and take away winning tips to drive success with your online reputation.
Tuesday, October 23, 2012 – 3:30-4:20 – Session 130, St. Croix B
Alexi Venneri is co-founder of Digital Air Strike, one of the fastest growing automotive lead response, social media and reputation management companies in the nation. Venneri is CMO and COO of Social Media Solutions.
In this session you will learn how mobile technology is driving more and more internet traffic and why Growing your Parts and Accessories Business in a Consumer-led, Technology-enabled Shopping Environment is more important than ever. Seventy-nine percent of consumers are using mobile phones for shopping and one third are using mobile phones to do shop for auto-related items. Almost 270,000 vehicle parts and accessories are sold every week on eBay alone through mobile apps. It’s time to pay attention to mobile marketing. In this panel discussion led by eBay Motor’s Clayton Stanfield, Sr. Manager of Dealer Training, Justin Copple of Copple Chevrolet GMC and our own Director of Strategic Relationships, Erica Sietsma, you will learn how to claim your share of the smartphone and tablet boom that is driving mobile commerce.
Tuesday, October 23, 2012 – 1:30-2:20 – Session 108, Grand Ballroom E