CADILLAC CONFIDENTIAL PROJECT PINNACLE: C1: REPUTATION MANAGEMENT POWERED BY FRIENDEMIC
CADILLAC CONFIDENTIAL
PROJECT PINNACLE:C1: REPUTATION MANAGEMENT
POWERED BY FRIENDEMIC
CADILLAC CONFIDENTIAL
AGENDA
INSIGHTS ON THE 7 THIRD PARTY REVIEW SITES
PINNACLE: REPUTATION MANAGEMENT DEALER PORTAL
DEALERSHIP ACTION ITEMS
INTRODUCTION & PINNACLE REQUIREMENT
CADILLAC CONFIDENTIAL
92%of consumers worldwide say
they trust earned media such as recommendations from family
and friends above all other forms of media.
Source: Nielsen 2012 Global Trust in Advertising Report
ONLINE REPUTATION MATTERS
CADILLAC CONFIDENTIAL
84%of consumers trust recommendations
from peoplethey know.
68%of consumers trust consumer opinions
posted online.
Source: June 2012 survey by ReviewInc and Pepperdine University; Nielsen September 2013 Global Trust in Advertising Report
86%of consumers use
ratings and reviews before doing
business with a company.
ONLINE REPUTATION MATTERS
CADILLAC CONFIDENTIAL
STANDARD: C-1: REPUTATION MANAGEMENT
APPLICABLE FOR: TIER 1
Online and social media reviews have become a critical part of a customer’s buying process, and are equallyimportant on the manufacturer and 3rd party sites. What a potential customer reads online can be a determiningfactor in deciding whether or not to engage with a Dealer.
Cadillac requires a process to manage the online environment. This process will include the following activities:• Encouraging customers to post a review• Monitoring on-line postings• Responding to customers
– Thanking customers for good reviews– Professionally addressing posted complaints
All Tier 1 Dealers will be required to respond to 80% of reviews rated “3 Stars” or less within ten days fromwhen the customer posted the review.
The reviews and responses will be measured only from the following seven third party review sites: Google, Yelp,Cars.com, Edmunds.com, DealerRater, CarGurus and Facebook.
PINNACLE BRAND STANDARD: CUSTOMER
CADILLAC CONFIDENTIAL
THESE 7 THIRD PARTY REVIEW SITES ARE THAT ARE MONITORED
These sites have the greatest volume of automotive reviews
CADILLAC CONFIDENTIAL
• Only 27% of negative reviews got that response within 10 days
All data is for the 308 Tier 1 Pinnacle Dealers ONLY
HOW DID CADILLAC DEALERS DO IN 2016?
Reputation Management is a Brand Standard differentiator and EXCLUDED from the redress process
Tier 1 Pinnacle Dealers 2016 Statistics on the 7 Key Sites:
• About 40% of negative reviews got a response
• On average, Tier 1 Pinnacle Dealers each received 124 online reviews in 2016 of which 20 were negative
Total Reviews:
38,184
Total Negative Reviews:
6,049
Total Negative Reviews Responses:
2,347
Total Negative Reviews Responses w/ 10 days:
1,638
CADILLAC CONFIDENTIAL
1 2 3 4 5 6 7 8 9 10 11
Day
Customer
Posts
Review
on 3rd
Party Site
Last Day
Response
is
Credited
Toward
Objective
A Dealer
Response
Will Not
Count
Toward
Objective
Day Counting Method for 10 Day Response Rule
DAY COUNT
1 2 3 4 5 6 7 8 9 10 11
LAST DAY
OF RETAIL
MONTH &
QUARTER
**New
Customer
Review
Posts
Any New
Reviews
Posted
Count in
New
Quarter
**Last Day
Response for
Posts in Last
Retail Day From
Prior Quarter
Will be Credited
Toward Prior
Quarter
Objective
Prior
Quarter
Results
Closed
DAY COUNT
End of Quarter Report Closing
10 DAY RESPONSE RULE
CADILLAC CONFIDENTIAL
RESPONDING TO 80% OF NEGATIVE REVIEWS
If you only receive a few negative reviews, your required response rate is effectively 100% in order to achieve Standard. Be careful especially to respond to all negative reviews early in the quarter within 10 days, as you (hopefully) won’t receive any more throughout the quarter!
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
1 0% 100%
2 0% 50% 100%
3 0% 33% 67% 100%
4 0% 25% 50% 75% 100%
5 0% 20% 40% 60% 80% 100%
6 0% 17% 33% 50% 67% 83% 100%
7 0% 14% 29% 43% 57% 71% 86% 100%
8 0% 13% 25% 38% 50% 63% 75% 88% 100%
9 0% 11% 22% 33% 44% 56% 67% 78% 89% 100%
10 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
11 0% 9% 18% 27% 36% 45% 55% 64% 73% 82% 91% 100%
12 0% 8% 17% 25% 33% 42% 50% 58% 67% 75% 83% 92% 100%
13 0% 8% 15% 23% 31% 38% 46% 54% 62% 69% 77% 85% 92% 100%
14 0% 7% 14% 21% 29% 36% 43% 50% 57% 64% 71% 79% 86% 93% 100%
15 0% 7% 13% 20% 27% 33% 40% 47% 53% 60% 67% 73% 80% 87% 93% 100%
16 0% 6% 13% 19% 25% 31% 38% 44% 50% 56% 63% 69% 75% 81% 88% 94% 100%
17 0% 6% 12% 18% 24% 29% 35% 41% 47% 53% 59% 65% 71% 76% 82% 88% 94% 100%
18 0% 6% 11% 17% 22% 28% 33% 39% 44% 50% 56% 61% 67% 72% 78% 83% 89% 94% 100%
19 0% 5% 11% 16% 21% 26% 32% 37% 42% 47% 53% 58% 63% 68% 74% 79% 84% 89% 95% 100%
20 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Negative
Reviews
Received
Responses Issued Within 10 Days
CADILLAC CONFIDENTIAL
DETAILS FOR BRAND STANDARD AVAILABLE IN PINNACLE
CADILLAC CONFIDENTIAL
AGENDA
INSIGHTS ON THE 7 THIRD PARTY REVIEW SITES
PINNACLE: REPUTATION MANAGEMENT DEALER PORTAL
DEALERSHIP ACTION ITEMS
INTRODUCTION & PINNACLE REQUIREMENT
CADILLAC CONFIDENTIAL
7 REVIEW SITES: OVERVIEW
CADILLAC CONFIDENTIAL
7 REVIEW SITES: FACEBOOK
Make sure Reviews are Enabled, and watch out for reviews without any comments. They may be easy to overlook, but they do count towards Brand Standard
CADILLAC CONFIDENTIAL
7 REVIEW SITES: GOOGLE
Timing provided on Google is inexact; use the Dashboard to be sure you are hitting Standard
CADILLAC CONFIDENTIAL
7 REVIEW SITES: YELP
Objective DOES include Yelp’s “Not Recommended” reviews
CADILLAC CONFIDENTIAL
7 REVIEW SITES: CARGURUS
Respond to reviews by going Cargurus, logging in, and then clicking Manage Reviews; you will then see the Respond to Review button next to each review
CADILLAC CONFIDENTIAL
7 REVIEW SITES: EDMUNDS.COM
The Brand Standard applies to both sales and service reviews
CADILLAC CONFIDENTIAL
7 REVIEW SITES: CARS.COM
You must be a paying subscriber on Cars.com to respond to reviews. Don’t wait until the last minute to reply to reviews as sites may delay publishing your response!
Non-subscriber: Subscriber via Dealer Center:
No information is shown on the site about how to Reply to reviews at all.
CADILLAC CONFIDENTIAL
7 REVIEW SITES: DEALERRATER.COM
You must be a paying subscriber on DealerRater.com to respond to reviews. Responses must be public to count towards Standard!
Non-subscriber: Subscriber via Dealer Portal:
CADILLAC CONFIDENTIAL
If a dealer does not subscribe to Cars.com or DealerRater the reviews will be removed from a dealer’s performance
calculation
7 REVIEW SITES: SUMMARYNOTES BY SITE
Objective DOES include Yelp’s “Not Recommended” reviews
You must be a paying subscriber on Cars.com to respond to reviews here
You must be a paying subscriber on DealerRater.com to respond to reviews here
Respond to reviews via your CarGurus dashboard
Both sales and service reviews
Ensure that Reviews are turned on; Reviews without any comments are common on Facebook but do count towards Standard
Timing provided on Google is inexact; use the Dashboard to be sure you are hitting Standard
CADILLAC CONFIDENTIAL
AGENDA
INSIGHTS ON THE 7 THIRD PARTY REVIEW SITES
PINNACLE: REPUTATION MANAGEMENT DEALER PORTAL
DEALERSHIP ACTION ITEMS
INTRODUCTION & PINNACLE REQUIREMENT
CADILLAC CONFIDENTIAL
PINNACLE DASHBOARD: 2 WAYS TO ACCESSLINKING TO THE REPUTATION MANAGEMENT DEALER PORTAL
Click here forSingle Sign On to your
Reputation Portal
CADILLAC CONFIDENTIAL
PINNACLE DASHBOARD: 2 WAYS TO ACCESSNAVIGATE DIRECTLY TO THE REPUTATION MANAGEMENT DEALER PORTAL
• Go directly to Pinnacle.Friendemic.com• Sign in via the primary email address and password for your dealership• Great for vendors or employees that you want to help manage your reputation
but you may not wish to see all of your Pinnacle data
CADILLAC CONFIDENTIAL
REPUTATION MANAGEMENT DEALER PORTAL: DASHBOARD
[user settings]
CADILLAC CONFIDENTIAL
REVIEWS TAB AND FILTERING
25
[user settings]
CADILLAC CONFIDENTIAL
SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)
[user settings]
CADILLAC CONFIDENTIAL
SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)
This webinar is being recorded and will be posted here, along with future training webinars
[user settings]
CADILLAC CONFIDENTIAL
SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)
On your first login, the Initial Setup Guide will automatically download, and we strongly encourage you to read through it as you set up your account. It may be accessed again here any time as a reference.
[user settings]
CADILLAC CONFIDENTIAL
SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)
We have provided a detailed FAQ; click any question to see instructions!
[user settings]
CADILLAC CONFIDENTIAL
SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)
FAQ accessible from any page on the site via this button:
[user settings]
CADILLAC CONFIDENTIAL
SUPPORT ITEMS (FAQ, WEBINAR, SUPPORT TICKETS)
CADILLAC CONFIDENTIAL
AGENDA
INSIGHTS ON THE 7 THIRD PARTY REVIEW SITES
PINNACLE: REPUTATION MANAGEMENT DEALER PORTAL
DEALERSHIP ACTION ITEMS
INTRODUCTION & PINNACLE REQUIREMENT
CADILLAC CONFIDENTIAL
REPUTATION MANAGEMENT DEALER PORTAL: FIRST TIME ACTIVATION – SET-UP
Click your username in top right to access…
• Verify network profile settings
• Connect your Facebook account
• Check status on Cars.com & DealerRater
• Update your email address
• Setup Email Alerts/Notifications
[username]
CADILLAC CONFIDENTIAL
Are these the correct URLs for your dealership? If not, please make adjustments ASAP, as these are the URLs by which you will be scored. Click ‘Update URL’ to suggest a different site.
ACTION ITEM: VERIFY URLS IN PROFILE SETTINGS
[user settings]
CADILLAC CONFIDENTIAL
Some potential issues:
ACTION ITEM: RESOLVE DUPLICATE/UNWANTED URLS
• Update URLs as necessary to correct pages
• Create profiles on any networks where you don’t have one
• Merge any duplicate pages on the various platforms (e.g. do you have two Google
profiles? Two Cars.com pages?)
• Split out individual Cadillac pages if desired
• If your Facebook page is combined Buick GMC Cadillac, for example, you will be held
responsible for 80% of 3-star or lower reviews on that page, regardless of whether or not
the individual reviews are Cadillac specific! If you only want to deal with Cadillac
reviews for the purpose of Pinnacle bonuses, you will need to split out your Cadillac store
to its own Facebook page and update the URL
CADILLAC CONFIDENTIAL
Granting Facebook access will increase the accuracy and timeliness of your data as shown in Pinnacle. You must be logged into a Facebook account that has Admin access to your dealership Facebook page when you click the Connect button here. You will be prompted by Facebook to grant the minimum required data access for the “Social Data Analytics” applications.
ACTION ITEM: GRANT FACEBOOK ACCESS
[user settings]
CADILLAC CONFIDENTIAL
You may only respond to reviews on Cars.com and DealerRater.com if you are paying subscriber. We have default opted you in or out of these networks based on your review response history, but you may change this selection here at any time.
ACTION ITEM: OPT IN/OUT OF DEALERRATER AND CARS.COM
[user settings]
CADILLAC CONFIDENTIAL
ACTION ITEM: UPDATE USER INFORMATION AND EMAIL ADDRESS
CADILLAC CONFIDENTIAL
ACTION ITEM: EXAMPLE EMAIL ALERTS
If you opt in to Email Alerts, the contacts entered will receive one email each day at noon Eastern whenever there is one or more unresponded negative reviews for which you have 5 or fewer days to respond to still meet the Brand Standard of responding within 10 days.
All email addresses listed here will also receive occasional system alerts regarding this Portal, changes to review platforms, etc.
CADILLAC CONFIDENTIAL
ACTION ITEM: SETUP EMAIL ALERTS
If your account has alerts, they will be sent at noon EST each day to all email addresses attached to your account. Alerts include:• URLs not returning data• Countdown alert• System / program updates
CADILLAC CONFIDENTIAL
• PINNACLE STANDARD:
• Only Tier 1 dealers have this requirement
• 80% of reviews 3 stars or less have to be responded to in 10 days to
meet standard
• There is no redress on this standard
• The Reputation Management Dealer Portal is accessible two ways:
• Through the Pinnacle Dashboard
• Directly at pinnacle.friendemic.com
• Dealers need to go through the Setup process to ensure their information is
accurate
KEY TAKE AWAYS
CADILLAC CONFIDENTIAL
QUESTIONS?Pinnacle Dashboard or General Pinnacle Questions: 877-401-6938Reputation Management Brand Standard Questions: [email protected] Portal or Reviews Questions: Submit Support Tickets via
the Reputation Portal