Seeking Part Time Social Media & Reputation Management Manager

Part Time Social Media & Reputation Management Manager

whitehat three60° 

Tampa Bay Area

Florida 

Job Description:

Manage various reputation management accounts and social media accounts for a major independent franchised automotive dealership group based out of Tampa, FL.

Pay: $12 Dollars an Hour / 29 Hours Weekly / Office Hours Negotiable (Flexible Schedule)

Responsibilities:

Respond to dealership reviews on platforms such as yelp!, dealer rater and Google + Business.

Distribute (E-mail) Positive & Negative Reviews to relevant department heads.

Use whitehat’s reputation surge process to drive additional reviews and customer feedback.

Social Media content creation management for Google + Business and Instagram.

Specifically: To grow followers on both platforms, garner engagement, create relationships with brand aficionados and local influencers.

Become a company advocate in these specific social spaces and engage in dialogues and answer questions when appropriate.

Qualifications and Experience:

Possesses excellent written communication skills and the ability to communicate in a personable, not robotic-tone.

Possesses knowledge and experience in the tenets of traditional marketing (Marketing degree or specific study not a necessity).

Demonstrate creativity and documented immersion in Social Media (Include Screen Shots or Links to Specific Examples).

Experienced in sourcing and managing content development in web publishing.

Can transition from the creative side to the analytical side.

Displays in depth knowledge of a broad spectrum of Social Media applications and their associated back end tools.

Is a team player with confidence and the ability to hold oneself accountable to job description. Knows appropriate times to communicate challenges and issues when an escalating situation may arise.

Demonstrates overall winning Social Customer Service skills. But be empathetic overall to customer while holding an upbeat stance that looks at the big picture.

Please contact Brett M @ brett@whitehatthree60.com or 813.340.0544 

Please attach resume & applicable examples of Social Greatness or Written Communication! 

Death of the Status Update

I can't wait. It's coming, I promise. Social Media may be here to stay but I can't wait for the death what? Death of the Status Update. I promise it's coming. Don't agree? Whatever...

Ah, behold, the status update. Backstage at a concert and want to brag? To Facebrag you go! Just made an omelette for your girlfriend that would blow your own Mother's mind? Fantastic. Post away! Just don't expect me to care. Don't expect me to care at all.

The problem my friends with the status update is that it is boring. We, by design perhaps, are selfish creatures. We are more interested in what we are doing than say what YOU are doing. The status update has become unexceptional; posted realizations of the mundane if you will.

So what matters in Social Media? Idea sharing for one. Collaboration, well that's two! Creativity --- now you're talking! It seems that the only folks who get this are the millennial. They are leaving Facebook in droves (or not showing up at all) for picture filter apps like Instagram or newer messenger apps like Kik. They are communicating in real time and (literally) leaving the Status Update on the shelf.

I promise you it's coming. And as the Status Update is slowly going the way of the Buffalo. Are you as excited as me?

Autos: Google Cars Beta at the Digital Marketing Strategies Conference

It's Not "Pay Per Click" it's "Pay Per Lead" for Google Cars 

Google is essentially an aggregator of data. They just happen to be better than say 90% of their competition. They have succeeded in search by delivering the “customer” to exactly what they are looking for. Therefore it makes sense they would want into our Dealership's DMS. At the Digital Marketing Strategies Conference recently in Orlando I was able to take the new Google Cars BETA for a test drive via Google’s Michael Rose.

They are currently testing the product in the San Francisco market and by the time it gets to you a Google Cars prospect will cost "lower than $20 but higher than $10" per lead depending on the brand represented. The interface is clean and shows up similar to Google "news" or "images" might in a related search. Essentially Google has taken the middle man out of vehicle searches. You’ve been warned Autotrader and Cars.com. We don’t need you anymore. You’re probably thinking right now…”doesn’t this mean Google’s paid search business going to take it on the chin?” Well I’d argue that Google is betting on you (and everyone else) still playing (and paying) there anyway.

Another couple of takeaways from the Google Beta: For one Reputation Management Reviews will be not be integrated into the inventory search (Bummer!). Also only dealerships within a 25 mile radius of the customer will be shown in a specific inventory search. A dealer will also be able to set a maximum amount of leads each day that they are willing to pay for, after which a customer will have to "Click to Call" if they want to contact that dealer about specific inventory. 

Also for the first time Google is actually going to deliver first and last name into our CRM (which is a major break from their privacy protocol). A dealership will also be limited in the amount of times they can contact a customer (by phone through Google voice & e-mail) a maximum of 6 times. Michael said during the initial BETA test one dealership contacted a customer 14 TIMES IN THE FIRST DAY OF CONTACT. The system will only reset when a customer actually replies to dealership correspondence. 

Google is coming folks. And we better get our inventory data in DMS clean because Google found 90% of the data they initially pulled in BETA, unusable.

What do I like? I like that Google is trying to keep consumers focused on locale (25 mile radius). I like that they are pushing towards simple CRM integration. I love that they value the number of customer touches (limited to 6) putting some pressure on dealers to focus on content not just quantity of contact.

What don’t I like? The cost per-lead. It’s way like OMG the same price that every other third party lead provider has ever charged for a lead. One day the car gods just decided an in market prospect should cost $20 dollars…and since then it has always been the same.

5 Takeaways from Orlando's Digital Marketing Strategies Conference 2013

whitehat three60° is a social media & reputation management company out of tampa, fl

5 Takeaways from Orlando's Digital Marketing Strategies Conference 2013

1) Google Cars Beta

It's Not "Pay Per Click" it's "Pay Per Lead" for Google Cars 

Google is essentially an aggregator of data. The only thing is they do it better than say 90% of anyone who plays in that space so it makes sense they would be wanting to tie into a Dealership's DMS

They are currently beta testing in the San Francisco market and by the time the product gets to you a Google Cars lead will cost "lower than $20 but higher than $10" per lead depending on the brand represented. The interface is clean and shows up similar to Google "new" or "images" might in a related search. Here is a god awful picture from Michael Rose's presentation from Google. 

Another couple of quick takeaways from the Cars Beta. For one Reputation Management Reviews will be not be integrated into the inventory search. Only dealerships within a 25 mile radius of the customer will be shown but customers will not be able to see the Zagat score of that specific dealership. A dealer will also be able to set a cap each day of daily leads accepted after which a customer will have to "Click to Call" if they want to contact a dealer with specific inventory. 

Also for the first time Google is actually going to deliver first name and last name into our DMS. A dealership will also be limited in the amount of times they can contact a customer (by phone through Google voice & e-mail). The system will only reset when a customer actually replies to dealership correspondence. 

2) In 2013 Mobile Search will actually eclipse traditional Desktop Search with Google 

Enough said. This is huge. Naturally these are separately built campaigns and frankly they behave inversely. Meaning a landing page a mobile customer is delivered to needs to be different than one a desktop campaign would deliver. Forms are killers for mobile lead conversion and click to call is preferred. So if your house isn't right in the world of mobile (think your VDP's, your mobile website, your lead conversion pages) you could be in real trouble. 

3) True Digital E-Commerce is Coming to the Car Business

For the first time ever consumers are stating the OEM's website and the dealership website are more important factors in the car buying experience than the PHYSICAL TEST DRIVE. Now, now...don't freak out! But what this could mean is we are one step closer to living in a world where one should be able to, could and just might purchase a vehicle online conducting almost 100% of the process online. 

4) Why do some of our customers hate us? 

Customers told Google the biggest think they disliked about attempting to get a price online was that they felt the Dealership didn't listen. Meaning a customer asked for a singular price and you either didn't respond, asked them to come in to get the same information or you served them with 4 unrelated auto-responders. One west-coast dealership delivered a Google lead with 14 e-mails in one day before the customer had even responded at all. 14!!! WHAT!!! 

90% of the time people abandon lead forms. 57% of Generation Y would avoid contact with a dealership if they could. They also hate surprises! At some point we must build for the future and realize that younger consumers want a different experience and different ways to communicate with the dealership. If your own children don't call you back but text shouldn't we be ready to deliver the same experience to future consumers? 

5) There is a disconnect in your IT / Software / CRM setup. 

Why do consumers need a dealership anyway? Well for one it's where the physical car is. Secondly they need a price and trade value information and lastly they may need the dealer to explore financing options. 

It's a wonder why there isn't a better solution but have you ever thought how poorly your CRM communicates with your e-price feature and then how poorly that information moves into your Finance submission software? It's kind of a joke actually. In some of our clients stores they are inputting the same customer information three or four different times separately! 

whitehat three60°'s brett morgan can be found on twitter at @brettamorgan or @whitehatthree60 

Day 1: Tampa International Auto Show

As a longtime Tampa resident I have been to many Tampa "International" Auto Shows. Today it seems the show got its swagger back.

This Way To Lamborghini Heaven! 

You can see that the investment in what is a marginal regional showcase for the OEM's has picked up: nicer displays, more spokespeople, even some "mic'd" up walk arounds (thank you Buick and GMC --- quite impressive). Traffic (which ultimately is all that matters) was outstanding for a Friday launch. Shortly after noon the halls of the Tampa Convention Center were packed.

Where else can you go and see nearly every available model seen in 90% of the dealerships in the area? Well only the #TampaAutoShow apparently.

First of all I am a cut to the chase kind of guy. Many who attend the Auto Show will be real gear heads. You are readers of Motor Trend, people who google spy shots on the internet, those that know more about my car than I do. You read about concept vehicles and reach first for the automotive section of the weekend paper. You know your stuff the only negative about the auto show is you can't drive each car right down the escalator and onto Channelside Drive.

The All New 2013 Toyota Avalon 

The Ford Fusion Really Doesn't Have a Bad Side

In the past my biggest disappointment was that even for a large auto show you hardly ever see anything that you couldn't find on the lot at a local dealership.

Well this year Buick has broken the streak. You can actually check out the 2013 Buick Encore months before you will see it in North American showrooms. I believe that that compact SUV is an absolute home run. It will be released in January/February and will be a tremendous volume piece inside of the Buick/GMC world.

Actually Detroit is making many positive strides in my opinion --- in more ways that one.

Finally a Taste of the Future - the 2013 Buick Encore (Small SUV)

GENERAL CONVENTION WRAP UP FROM DAY 1: TAMPA BAY INTERNATIONAL AUTO SHOW


Worst display: 

Ferrari 

Tucked in the corner behind an RV? Not only did Ferrari get the worst placement --- they positioned their models in a way that the least attractive is first. I don't know much about Ferrari volume but I am guessing that their Panamera competitor has made some sales?

Best display: 

Buick & GMC 

Sorry kids. But it is true. With great audio/visual displays and active "walk-arounds" lead by GM employees --- it rocks. Not to mention the only display with a vehicle you CAN'T ACTUALLY BUY RIGHT NOW. Maybe GM is putting our tax dollars to work properly...finally. :)

Oh and they have a Maxim model working their display. Well done Buick.

Worst behaved spectators: 

Dimmit's Exotic Display

I felt very bad for the folks working the Land Rover, Bentley, McLaren, Aston Martin (& more) display. There was one Dimmitt employee and she had told us that people were sneaking through on all sides (avoiding the one controlled gate) being rude and profane and frankly touching cars that they weren't to touch. This world makes me sad.

Car You Shouldn't Miss:

The Scion FR-S 

Tampa Bay Times Convention Edition

The Scion FR-S recently took home Top Gear's car of the year. For $26,000 dollars it is a rear wheel Mecca of "fun to drive." The Scion FR-S is also the Subaru BR-Z as it was a joint venture. So you will have two chances to see this beautiful, inexpensive piece complete with boxer engine. Please check this sweet piece out.

As you can see the Scion FR-S made the TBT Auto Show cover --- as well it should have.

More to come...