2/27/2014. Kirsten Jensen and Karn Jilek

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@OnsharpKirsten #iflex2014 15+ years of digital marketing experience

1 Kirsten Jensen and Karn Jilek Throughout the presentation, you can tweet your questions. Please mention Kirsten and use the conference #iflex years of digital marketing 21 years of experience as a Fast Lube Kirsten Jensen Karn Jilek 1

2 Based on experience both digital and fast lube. Tailored to your needs and interests. Less theoretical, more practical. Packed with real-life examples + links. Geared toward potential goals. Prepared with checklists and to dos. Direct Mail Online Billboards TV - cable Radio TV - network Sponsorships Newspaper Reminder Mail 2

Years Telephone [VALUE] yrs Radio [VALUE] yrs Television WWW Facebook ipod [VALUE] yrs [VALUE] yrs [VALUE] yrs [VALUE] yrs 0 10 20 30 40 50 60 70 80 Source: gkofianan.com Adapted from: un.

3 Years Telephone [VALUE] yrs Radio [VALUE] yrs Television WWW Facebook ipod [VALUE] yrs [VALUE] yrs [VALUE] yrs [VALUE] yrs Source: gkofianan.com Adapted from: un.org/cyberschoolbus Days Draw Something [VALUE] days Angry Birds Space [VALUE] days Source: gkofianan.com Adapted from: un.org/cyberschoolbus To do: Draw Something 50 Days Export new side with image in Angry Birds Space 35 Days background 3

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7 Consider your digital marketing mix from a mobile perspective. Today s focus will be tools that have a strong track record as part of a digital marketing strategy AND a high potential to reach or be found by your on-the-go customers. 7

8 Chart Title 1,400 1,200 1,230 1, Facebook Google+ Yelp Foursquare Total Users (millions) Mobile Users (millions) 8

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10 Potential Goals: Optimize for search Provide hours and basic information Maximize check-ins Establish credibility Recognize community partnerships Connect and maximize your digital footprint 10

11 Key areas to optimize: Profile + Cover Images Address, Phone + Hours Category(ies) URL Page likes Tabs Pennzoil 10 Minute Oil Change Medford, OR Valvoline Instant Oil Change Henley Pacific, CA 11

12 Valvoline Instant Oil Change Rowlett, TX Valvoline Instant Oil Change Great Lakes Valvoline Instant Oil Change Great Lakes 12

13 Pennzoil 10 Minute Oil Change Medford, OR Pennzoil 10 Minute Oil Change Medford, OR List up to three categories Most common: Oil, Lube & Filter Service Automotive Repair Tire Dealer Car Wash & Detailing 13

14 Matt s Automotive Moorhead, MN Matt s Automotive Moorhead, MN Take 5 Oil Change Metaire, LA 14

15 Valvoline Instant Oil Change Fairfax, VA Valvoline Instant Oil Change Fairfax, VA Visit to find: Facebook Optimization Checklist Links to recommended tools for optimization 15

16 Potential Goals: Drive new business Build loyalty by creating community + engagement Educate current and potential customers Stay top-of-mind with customers Consider posting 1-3 times per week, depending on your goals. Set aside at least 1 hour per week to listen, respond and post in your social media channels. Use messaging categories regularly to ease planning and create community (examples follow) Get inspired by what others are doing; don t copy directly. 16

Use the same hashtags across all your social properties.

17 Increase the reach of your messaging by: Considering brand, industry and trending hashtags as part of your messaging. Use the same hashtags across all your social properties. Tagging partner organizations when posting about them. Quality Lubrication Oil Change & Auto Repair Service Auburn Hills, MI Matt s Automotive Moorhead, MN 17

18 Jiffy Lube Fargo 13 th Ave Take 5 Oil Change Metaire, LA Take 5 Oil Change Metaire, LA 18

19 Havoline Xpress Lube Pell City, AL Quality Lubrication Oil Change & Auto Repair Service Auburn Hills, MI Matt s Automotive Moorhead, MN 19

oil, lube & filter market Links to recommended tools for content creation and

20 Visit to find: Monthly content calendar template Industry hashtags in the oil, lube & filter market Links to recommended tools for content creation and publishing Potential Goals: Grow your Facebook community Drive traffic to your website Drive event registrations Drive new business Increase reach of posts 20

21 Growing community: Target friends of people who already like your page. Pay for clicks (not impressions) Driving event registrations: Target based on demographics or interests Pay for clicks (not impressions) Invest in reaching a wider audience with your posts by promoting them. Use the boost post functionality to quickly increase the reach of your message. Use the Facebook Ad manager to target based on geography, age, interests, etc. 21

22 Visit to find: Best practices + how-to for creating a Facebook ad Tips for when to promote a post Potential Goals: Grow your Facebook community or connect your Facebook community to another social channel Create awareness and engagement in your community Create awareness of new products or services 22

possible to require users to like your page before entering the contest

23 Facebook guidelines now allow for contests to be conducted within a status update Tools like Woobox take contests to another level by: Making it possible to require users to like your page before entering the contest Building social sharing into the process Connecting contests across social media 23

24 Visit to find: Tips for considering a Facebook contest Links to recommended tools 24

25 Potential Goals Optimizing for search Seeking reviews Sharing content Areas to optimize: Business name Address, phone URL Photos Videos Description Categories 25

26 Screenshot to choose Business Page vs. Brand page 26

27 Visit to find: Best practices for creating your Google+ Business Page 27

28 Total check ins Weekly stats Badges Connect with friends Leave tips Create lists 28

29 Best Nearby Specials By Category Potential Goals: Encourage social sharing Maximize checkins Capture attention of users checking in elsewhere Areas to optimize: Business description Address + Phone Number Hours of Operation Details (payment options, wifi, etc.) 29

30 Valvoline Fargo, ND Visit to find: Best practices for claiming your business on Foursquare 30

31 Potential Goals: Encourage and reward loyalty Encourage social sharing Capture attention of users checking in elsewhere Maximize a simple way to provide coupons to visitors Types of offers: Small gifts (free hot chocolate) Discounts (25% off) VIP treatment (get an upgrade) Contest (tweet your checkin to win) Categories: Check-In Special Newbie Special Loyalty Special 31

32 You can include a code to enter into your POS system to track results through to revenue generated. This effort requires internal communication. Your staff must know what the offers are and how to handle them. Be creative. Test different offers to see what gets results. Be timely. Offer specials related to holidays, the weather, local events. Connect to charity work. Include in-store signage as part of your plan. $5 off conventional full-service oil change $7 off premium full-service oil change Valvoline Fargo, ND $1.99 Quickwash with fuel purchase Stop N Go Fargo, ND 32

33 $10 off any oil change Luther Family Ford Fargo, ND $8 off a Signature Service Oil Change Jiffy Lube Fargo, ND $5 off an oil change Lunde Auto Center Fargo, ND 33

34 $5 off conventional full-service oil change $7 off premium full-service oil change Valvoline Fargo, ND 10% off any accessory with your first check in. Wireless by George 10% off any accessory with your first check in. Wireless by George 34

35 Get a free dessert of your choice on every 3 rd checkin. Chili s Fargo, ND Visit to find: Best practices for creating Foursquare offers. 35

36 Potential Goals: Enable response to reviews Ensure your business listing information is correct 36

Areas to optimize: Business Name Address + Phone Number URL Hours of Operation Categories Visit www.onsharp.

37 Areas to optimize: Business Name Address + Phone Number URL Hours of Operation Categories Visit to find: Best practices for claiming your Yelp account. Kirsten Karn 37

EXHIBITOR PROSPECTUS THE POWER OF FACE-TO-FACE BUSINESS. January 24-27, 2019 San Francisco

N A T I O N A L A U T O M O B I L E D E A L E R S A S S O C I A T I O N EXHIBITOR PROSPECTUS THE POWER OF FACE-TO-FACE BUSINESS January 24-27, 2019 San Francisco NADA SHOW ATTENDEE STATS The NADA Show