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What Social Media ROI looks like with Walser Auto Group - Keith Privette Home / Business Analysis / What Social Media ROI looks like with Walser Auto Group

What Social Media ROI looks like with Walser Auto Group

Her is part two of what Social Media ROI looks like from a customer.  This story starts about a year and a half ago when I met Andrea Kopfmann via twitter.  I met Andrea via a couple tweets here and there from other people I know via this channel.  Over this past year I’ve had the pleasure of getting to know Andrea both on and offline!  This personal\professional relationship set in motion expanding into doing actual business with Walser.

I was in need of  new tires for the Excursion and I wanted to apply the Bona Bros model to this business transaction too! In a couple of conversations on twitter (forgot to screen shot those, sorry!) I mentioned I needed to get new tires for my Ford Excursion. Which is not a cheap!

Right away Andrea mentioned that Walser Auto Group had a deal going on buy 3 tires and get the 4th one free (first thought “hot damn” that is a good deal).  I started making plans to make an appointment to get my new tires.  Now the actual process took about four months to complete, but Andrea stuck with me the whole way.  She DM’d me the information of the nearest dealership to my house, which happened to be Hopkins Walser Dodge Chrysler Jeep at the time I would be scheduling. She also looked up my city (not creepy because Andrea and I know each other!) and gave me a google map including directions. She also gave me the name and number of the Service Manager at the dealership!  Information on a silver platter treatment was awesome!

When I eventually got the appointment scheduled I was closer to the Walser Buick GMC dealership in Bloomington, MN. This location also happened to be next to where Andrea Kopfmann is the Director of the Walser Foundation.

Since the Walser Buick GMC is right up the street from my current contract,  Andrea was kind enough to come pick me up and drive me back to the the dealership, because by the time my vehicle was done I was out of their normal curtiousity shuttle service that is provided by Walser (hopefully I did not set a precedent for you Andrea!).  This is where people relationships trump business hours and makes for long lasting impression of the brand based on the person and not the fancy designed logo on the outside of the building.

I will definitely return to Walser for my tire needs in the future (Customer Retention).  I will also keep them on the radar for other vehicle needs (Customer Development).  So in the course of doing one transaction based on one of their employees reaching out as themselves and getting to know a customer they sold 4 tires and gained a customer for future revenue and it costed a lot less than trying to get new customers through other activities TV, billboards, inserts in newspapers, and banner ads.

This example is yet another reason to let your employees shine for you where ever and whenever they can and it produces actual social media ROI.  First, you have to have foster a culture of empowerment (trust me 98% will succeed for you).  Second, start looking at the collective power of all your human accounts versus your logo’d accounts. Last, make sure your business is tying these real world social conversations of your people to bottom line business financials where possible.

Thank You Andrea for everything! Thank you Walser for empowering your employees to allow for these channels to development customers for the long term!

  • Keith, while this is a really great idea for service to your influencers, service of this level is simply not scalable while attempting to maintain a reasonable operating income.

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