SUNNYVALE, Calif. — Digital Air Strike, a social media, reputation-management and lead response firm, announced the winners of its second annual Social Media and Reputation Awards during a Jan. 25 press conference at the 2014 NADA Convention and Expo in New Orleans.
The Social Media and Reputation Awards recognize the best-in-class marketers on social media sites. Data for the awards was compiled from Digital Air Strike’s Facebook Insights dealership solution, the top 5 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 and YouTube views.
“It is exciting to see the growth in social media marketing and review site activity over the past twelve months,” said Alexi Venneri, co-founder and CEO at Digital Air Strike. 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.”
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.
Platinum Award Winner: Bob Stall Chevrolet
Gold Award Winner: Anchorage Chrysler Dodge Jeep Ram
Best Reputation
This award demonstrates superior reputation management performance across the Top 5 online review sites and measured effectiveness at driving web traffic from these review sites to the dealership website. Collected were the total number of ratings and scores posted in 2013 to create an aggregate score. Dealers needed at least 100 reviews to qualify, must have 10-plus reviews from each key review site (Cars.com, Edmunds, Google+ Local, Yahoo Local, Yelp), and must have 100-plus customer surveys completed.
Platinum Award Winner: Paradise Chevrolet Cadillac
Gold Award Winner: Norm Reeves Honda Superstore
Customer Sales Satisfaction
This award goes to the dealer that has customers who have provided overwhelmingly positive feedback regarding their car buying experience — a clear indicator of the dealership‘s devotion to its customers. To qualify, a dealer must have more than 100 customer surveys completed, and 90% of all submitted sales surveys are four- to five-star ratings.
Platinum Award Winner: Karl Chevrolet
Gold Award Winner: Al Serra Chevrolet
Customer Service Satisfaction
This award goes to the dealer with customers who have provided overwhelmingly positive feedback regarding their car servicing experience — a clear indicator of the dealership‘s devotion to its customers. To qualify, a dealer must have more than 100 customer surveys completed, and 90% of all submitted service surveys are four- to five-star ratings.
Platinum Award Winner: Bob Brown Chevrolet
Gold Award Winner: Milton Ruben Toyota
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.
Platinum Award Winner: Paragon Honda
Gold Award Winners: Sutton Ford Lincoln Mercury & Peters Auto Mall
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 1,000 Fans by the end of 2013, and “like” growth exceeding 5,000 “likers.”
Winner: Merced Toyota
Most Improved Social Media Reputation
This award demonstrates superior reputation management performance across the Top 5 online review sites and measured effectiveness at driving web traffic from these review sites to the dealership website. The winner must have reviews posted to four out of five review sites, and must have shown an increase in ratings on four out of five review sites.
Winner: Tim Lally
Most Positive Yelp Page Actions
This award recognizes the dealer who has leveraged the popularity of Yelp to drive dealership interest and traffic. To qualify, dealers must have at least a four-star rating, at least 500 customer leads, and at least 2,000 page views.
Winner: Hyundai Serramonte
The 2013 ‘Auto Manufacturer’ winners are:
Highest Average Star Rating
This award recognizes the auto manufacturer that has the highest positive reviews in 2013.
Winner: General Motors
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.
Winner: Hyundai
Most Positive Reviews Per Store
This award goes to the auto manufacturer with the highest positive reviews per store, and that has at least 1,500 positive reviews in 2013.
Winner: Honda
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.
Winner: General Motors
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.
Winner: Hyundai
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 those who “like” their Facebook page must be engaged — at least 500 “people talking about this” per dealer.
Winner: Ford
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.
Winner: Volvo
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.
Winner: Dodge
