Sunnyvale, Calif. – Digital Air Strike, a full-service social media, reputation management and lead response company in the automotive industry, announced the winners of the 2nd annual Social Media and Reputation Awards at the National Automobile Dealers Association (NADA) convention in New Orleans, Jan. 25, 2014.
The Social Media and Reputation Awards showcase auto dealers' and manufacturers' social media performance, and recognize the best-in-class marketers on the social Web. Data for the awards was compiled from Digital Air Strike dealership clients’ Facebook Insights, the top five review sites (as ranked by car buyers in the 2013 Automotive Social Media and Online Reputation Trends Study: Cars.com, Edmunds, Google+ Local, Yelp and Yahoo! Local), and monitoring social Web mentions/YouTube views.
“It is exciting to see the growth in social media marketing and review site activity over the past twelve months. This is the second year that we have accumulated the data for the Automotive Social Media and Reputation Awards and we are extremely impressed at how many of the nation’s dealerships and OEMs are leveraging the benefits of using sites such as Facebook, Yelp and YouTube in their marketing mix,” said Alexi Venneri, co-founder and CEO, Digital Air Strike. “Our team at Digital Air Strike work personally with every one of our individual dealerships and OEM groups to ensure that they maximum their on-line exposure by staying engaged with their consumers, managing their social reputation, and ultimately selling more automobiles.”
The 2013 ‘Individual Dealer’ winners are:
Best Facebook Contest & Ads Campaign
This award recognizes an individual dealer with the best Facebook advertising performance, and who has created the most engaging dialogue with its fans. Contestants were ranked in five categories: click through rate, cost per click, cost per impression, cost per Like and cost per action.
Best Reputation
This award demonstrates superior reputation management performance across the top five online review sites, and measured effectiveness at driving Web traffic from these review sites to the dealership Web site. The total number of ratings and scores in 2013 were collected to create an aggregate score. Dealers needed at least 100 reviews to qualify, must have 10+ reviews from each key review site (Cars.com, Edmunds, Google+ Local, Yahoo Local, Yelp), and must have 100+ customer surveys completed.
Customer Sales Satisfaction
This award goes to the dealer that has customers who have provided overwhelmingly positive feedback regarding their car buying experience. To qualify, a dealer must have over 100 customer surveys completed, and 90% of all submitted sales surveys are 4 – 5 star ratings.
Customer Service Satisfaction
This award goes to the dealer that has customers who have provided overwhelmingly positive feedback regarding their car servicing experience. To qualify, a dealer must have over 100 customer surveys completed, and 90% of all submitted service surveys are 4 – 5 star ratings.
Greatest Local Facebook Reach
This award recognizes the dealer with the greatest local reach and largest in-market fan base within a 50-mile radius.
Increase In Facebook Likes and Engagement
This award showcases the best single auto dealer performance using Facebook as an effective marketing tool. Qualifications included at least 1000 Fans by the end of 2013, and Liker growth exceeding 5000 Likers.
Most Improved Social Media Reputation
This award demonstrates superior reputation management performance across the top five online review sites, and measured effectiveness at driving Web traffic from these review sites to the dealership Web site. The winner must have reviews posted to 4 out of 5 review sites, and must have shown an increase in ratings on 4 out of 5 review sites.
Most Positive Yelp Page Actions
This award recognizes the dealer that has leveraged the popularity of Yelp to drive dealership interest and traffic. To qualify the dealers must have at least a 4 star rating, at least 500 customer leads, and at least 2,000 page views.
The 2013 ‘Auto Manufacturer’ winners are:
Highest Average Star Rating
This award recognizes the auto manufacturer that has the highest positive reviews in 2013.
Highest Average Yelp Rating
This award recognizes the auto manufacturer that has leveraged the popularity of Yelp to drive dealership interest and traffic. To qualify the OEM must have at least 50 stores available to review, and at least 3,000 reviews in 2013.
Most Positive Reviews Per Store
This award goes to the auto manufacturer with the highest positive reviews per store, and who has at least 1,500 positive reviews in 2013.
Best Sales Survey Rating
This award goes to the auto manufacturer that has at least 8,000 customer sales surveys complete, and has customers who have provided overwhelmingly positive feedback regarding their car buying experience.
Best Service Survey Rating
This award goes to the auto manufacturer that has at least 8,000 customer service surveys complete, and has customers who have provided overwhelmingly positive feedback regarding their car buying experience.
Biggest Increase in Engaged Likers
This award showcases the auto manufacturer with the best performance using Facebook as an effective marketing tool. To qualify for this award, OEM must have at least 50 stores available to review, and Likers must be engaged – at least 500 “people talking about this” per dealer.
Most Popular Automotive Viral Ad
This award goes to the auto manufacturer that created an ad that generated the greatest traffic on YouTube in 2013.
Most Popular Automotive Viral Ad Series
This award goes to the auto manufacturer that created an ad series that generated the greatest traffic on YouTube in 2013.
