Dealership Reputation Management
with DealerRater and PrestoReviews
Yesterday, I commented on the ADM Blog "DealerRater your new ally" written by Ryan Thompson on October 18, 2010. The topics I referenced are important enough to merit their own blog post... So here it is.
For the past two years my team at ADP Digital Marketing has
collaborated with DealerRater in a variety of ways, but primarily to
improve the Reputation Management processes and their effectiveness
for dealers that are ADP Digital Marketing and BZ Results clients.
During this time, we have grown a team of over 20 dedicated social marketing specialists (SoMars) that leverage DealerRater's "Certified Dealer" suite of tools on a daily basis. Along with many other tools, sites and techniques that we use, DealerRater has some of the more effective tools available to help dealers turn what was seen in the past by dealers as a negative (consumer ratings and reviews), into a positive business generator, and a remarkable competitive advantage in many market areas for the dealers who have proactively managed their reputations.
My own personal and direct experience has been that when used
as part of a comprehensive Reputation Management Strategy, DealerRater's Certified Dealer Program yields a substantial ROI
from incremental vehicle sales and service business.
Starting with Ford of Kirkland in 2007, and with over 300 dealers that the ADP Digital Marketing team has installed DealerRater Certification into, we have seen highly consistent results. It is important for dealers to note that our experience has taught us that dealership processes must be implemented in order for Reputation Management to become a significant driver of business opportunities. When they are, combining both DealerRater and PrestoReviews can deliver a powerful competitive advantage for dealers. Over the past two years, we have seen investments in implementing Reputation Management strategies yield substantial sales and service profits for several hundred ADP Social Media dealer clients.
When Ryan Thompson referenced using DealerRater for Canadian dealerships, I simply had to respond because up until fairly recently Canadian dealers were not shown on DealerRater's website unless a customer or dealer entered all the information manually, to create a one off listing! My ADP colleagues in Canada wanted my team to develop a Canadian Social Media Reputation Management installation and maintenance package. However, without a Canadian Dealer Directory present on DealerRater, we were missing an important part of our overall package of services. I had to convince Chip at DealerRater to display Canadian dealers, just like DR shows USA based dealers... In order to make this happen, we asked our ADP colleagues in Canada to orchestrate the creation of an updated Canadian dealership database. We then provided the dealership listing database prepared by ADP Canada to DealerRater at no charge. DealerRater used the database ADP supplied to create the Canadian DealerRater dealer directory you see today on their website.
The fact is that most dealers have vastly more highly satisfied customers than those who are not... Every car dealer should be highly proactive with implementing processes designed to compel customers to post reviews. As much as we love DealerRater, dealers also need to get their positive reviews posted on multiple review sites, such as MerchantCircle, Yelp, Google Maps, Edmunds, InsiderPages, Yahoo!, MyDealerReport, PrestoReviews, CarFolks and others. I recommend starting with every dealer review and ratings site you see showing up in Google Maps and Google SERP's.
So why do we use DealerRater so much? Because DealerRater makes it easy for Certified Dealers to leverage their reviews using syndication apps, RSS feeds and HTML widgets to get each Certified Dealer's positive ratings and reviews in front of more car buyers and service customers... Which generates business.
The only other system of managing
a dealer's reputation using consumer reviews and ratings I have seen that
I like better, is Scott Falcone's PrestoReviews... Why? Nothing else
out there involves such a positive improvement to a dealer's business processes in regards to generating
more overwhelmingly positive customer reviews and ratings within a fairly short time period than the Dealer Reviews and Ratings technology, SEO system and implementation of improved sales process (required for installation), than Prestoreviews.
Want to see something that is driving more business into a dealership right now? Go to Google and search for "World Hyundai Matteson", which is Scott's dealership, that's right, PrestoReviews was created and is owned by a car dealer...
But, don't hold that against them! Here's a link to the Google SERP:
Every single organic listing on that "Dealer Page One" SERP is owned or controlled by World Hyundai... This is also the case with Dealerships who are ADP Social Media Pro Package clients... Anyways, look for the listing "WorldHyundaiReviews.com" and go to their reviews page. Almost 2,000 Customer Reviews the last time I checked... Scroll down and check out the links to individual web pages showing all the reviews from customers in a particular town or city... The videos... Anyways, I work with these types of User Generated Content (UGC) websites, including dozens of business ratings and review sites every day, and I have become a big fan of PrestoReviews.
A big reason why I like PrestoReviews is because of Scott Falcone's determination and commitment to building out a system, and continuously improving it every time he sees something working, that is entirely focused on providing car dealers with the means of showcasing their overwhelming majority of highly satisfied sales and service customers. Many of the other dealer reviews and rating sites have sought to capitalize on a handful of pissed off customers to power their SEO and "stir the pot" as a means of driving traffic that financially rewards the website owners with advertising revenue. DealerRater does NOT exploitnegative dealer reviews and is very unbiased and fair in their management of a very serious role... Providing a voice to consumers.
In contrast, Scott Falcone's PrestoReviews is built from the ground up to serve the dealer... It does require that the dealer be conscientious and willing to implement vehicle sales delivery processes and service processes that leverage the PrestoReviews system, but in many ways I see those process requirements as being one of the best things Prestoreviews does for car dealerships.
Anyways, I just wanted to take this opportunity to mention PrestoReviews, because as much as my team relies upon DealerRater, and will continue to do so, we see the multiple reviews and ratings site optimization strategy that Scott Falcone has with PrestoReviews as being both GREAT for the dealer, and very much in alignment with the ADP Social Media "Hub and Spoke" content creation and distribution strategy. Because at the end of each business day, how many customer reviews has your dealership received? WithPrestoreviews, you will know the answer to that question every day... Whether you were on the Internet or not!
Dealers should realize that customer reviews and the ratings they post for a dealership are nothing more or less than USER GENERATED CONTENT! Hence the connection between Reputation Management and "Social Media"... So, it is easy to see that what's really important about dealership reviews and ratings is NOT getting rid of a few bad ones; it is how do we get hundreds and hundreds of positive reviews that are genuine and credible? Then, once we get that content being created every day, how do we syndicate and distribute it so that the maximum number of automotive consumers throughout the dealer's extended market area see it.
DealerRater works very well, but take a look at what Scott Falcone has created at Prestoreviews... The combination can be a powerful recipe for success!
DealerRater Certified Dealer Program
PrestoReviews Reputation Management System
ADP/BZ Social Media Reputation Management