Dealerscope: What kinds of help or advice are dealers asking for in terms of keeping their online activities/social media presence up to par with competitors – and how do the types of help they’re asking for differ (if at all) from last year’s needs?
Hickman: Digital’s a big part of our dealers’ repertoire now – they have to be visible online. Whether it’s search or local search, it’s a place where our guys have to compete, just as they have to compete on price, technology and experience. We have a litany of member services that will help them be seen on digital, and [help them on] handling social media presence.
Ristow: We’re continuing to help members take their social media to the next level. What’s interesting, and what’s changed, is that they’re asking for more. We’ve done boot camps regionally the last few years and we’ll continue on with that. Even in our weekly updates, we’re giving them ideas on content, which is one of the things they ask for most – relevant information to send their customers and clients. We’ll continue to broaden what we do there, as well as tie in with what we do with our vendor partners, to drive traffic into stores. It’s footprints and eyeballs in the business – whether it’s traditional footprints, phone calls or e-inquiries, we just want to drive traffic. And social media obviously provides a way to connect with the customer in a very personal way.