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Car Buying Social Media Impact - Toyota Knowledge Center

This video showcases the impact of Social Media on the Car Buying process used by consumers today... Created by the Toyota Social Media Knowledge Center in Torrance, CA this clip shows consumer behavior before, during and after the vehicle purchase. It is a great clip for kicking off any marketing or advertising related meeting in the auto industry. Learn more about this and many others aspects of automotive marketing by visiting and joining http://ADM.fm

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SEO Tags: -, Buying, Car, Center, Impact, More…Knowledge, Media, Social, Toyota
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Comment by Jeremy Brown on November 23, 2012 at 4:52pm

William, I work at a Toyota store and would like to know what you mean by 'botched"  I am learning and would love to be taught, what I should avoid doing, that your mystery shops did. People do buy cars this way and I dont want to miss an opportunity. I will tell you though Im not an idiot so dont paint with a broad brush , be specific and give details. I am very interested in what you have to say.

Comment by Ralph Paglia on November 23, 2012 at 3:57pm

This is an excellent video from Toyota's Social Media Knowledge Center that graphically illustrates what more and more customers are doing as they come into market for a new or used vehicle...

Comment by Ralph Paglia on September 14, 2012 at 12:34am

To William Phillips - You are certainly correct about botched customer interactions ruining all the efforts that brought the consumer to the point of communicating directly with the dealership... However, I will, and strongly disagree with you on painting all Toyota dealers with the same broad brush of incompetence.  What I see, and I see a lot, is a continuum of range in the skills and capabilities of the people who interact with consumers, as well as the systems and processes used to facilitate, monitor and manage those interactions.  Yes, there are many incompetent people being assigned to interact with customers... Plenty that certainly need a lot of training... But, I find there are plenty of people who do it well, some could be improved with training... And, just as many people who are very good at communicating with customers that would certainly benefit from tools and apps to enable them to be more productive and efficient.  Anytime you allude to "All Toyota Dealers are..." or "Everyone working in a Toyota dealership is incompetent..." it is patently a false statement because there are over 1,400 dealership locations with over a quarter of a million people working in them... The range and variance of their skill sets, along with length of experience is huge... Some are good at what they do, and plenty are not.

However, if you are in the business of selling training services, which I myself have been in for quite awhile, it can be tempting to say that EVERY employee is incompetent until they receive more training... Easy enough to say, but simply NOT TRUE.

Everybody benefits from training... All of us do. But, not everyone needs training because they are totally incompetent, some of us benefit from training like a saw benefits from being sharpened.

Comment by Sean V. Bradley on September 13, 2012 at 11:49pm

Great Video Ralph! 

Comment by Cathy Nesbit on September 13, 2012 at 6:26am

This is exactly how people shop for cars. Whether we earn their business or not is up to us.

Comment by Rob Hagen on September 13, 2012 at 6:14am

Great video, right to the point, lt's of info in 3 minutes!

Comment by William Phillips on September 12, 2012 at 5:40pm

One small problem that was completely left out.  My mystery shops prove that at least 8 out of 10 Toyota stores would botch the contact activity completely, even with a picture of Hot Natalie on the incoming email.  Social media efforts, lying CRM companies with their snake oil, and of course all the "my websites rock SEO" companies wont fix a botched interaction, or a lack of any interaction with the prospect.  This video acts like they just go on face book, chat, read reviews and march down to the store. ANYONE that works in a store knows that isn't so.  The manufactures again dont get it, but think they do. If they really want to help dealers, invest in training them to manage the connections and processes that cause the break down.  Put the shinny objects down Toyota, and maybe your dealers will quit playing with them too, and focus on the real issues.  CUSTOMERS HATE THE WAY WE INTERACT WITH THEM BEFORE THEY EVER GET TO THE STORE.  Nothing fixes that but process corrections.  Rebuild the motor thats broke before you buy better fuel to fix the problem.  

Comment by Ralph Paglia on September 12, 2012 at 4:14pm

This is a great clip from the fine folks at Toyota Motor Sales in Torrance and makes a great point about automotive social media marketing becoming an integral skill set associated with being an effective car dealer...

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