Social CRM Marcus Mackell Market Manager Mitchell 1

Social. CRM Marcus Mackell, Market Manager

Mitchell 1 Social. CRM Let’s talk about Marketing. Why do businesses need marketing? Spread the Word Reputation Boost Increase Sales

Mitchell 1 Social. CRM

Mitchell 1 Social. CRM Reality Check: Marketing “…Your business will fail if you neglect to stay in touch with your customers and understand what they need and the feedback they offer. ” articles. bplans. com

Mitchell 1 Social. CRM How do businesses begin a marketing plan? Start thinking of the 3 M’s 1. Market – Who are you targeting? 2. Message – What are you trying to say? 3. Media – How are you going to deliver it?

Mitchell 1 Social. CRM Market – Start with their current customer base.

Mitchell 1 Social. CRM Message – Focus on their product/service.

Mitchell 1 Social. CRM Media – Use current Strategies & Technology Marketing Company ERA • • Telemarketing Bulk Mail Newspaper Ads Yellow Page Ads Billboards TV Commercials Radio Ads Catch-all Focus Relationship ERA • • Websites Email Campaigns Loyalty Rewards Customer Feedback • Search Engines • Retention Focus Social/Mobile ERA • Smart Phones • Social Media Content • Consumer Reviews • Mobile Friendly • Real-time connection • Relationship Focus • SEO

Mitchell 1 Social. CRM Media – This is where we want to be! Relationship ERA • Websites • Email Campaigns • Loyalty Rewards • Customer Feedback • Search Engines • Retention Focus Social/Mobile ERA • Smart Phones • Social Media Content • Consumer Reviews • Mobile Friendly • Real-time connection • Relationship Focus • SEO

Mitchell 1 Social. CRM Why do businesses need marketing? Spread the Word – Develop Relationships Reputation Boost – Manage Relationships Increase Sales – Profit from Relationships

Mitchell 1 Social. CRM Relationships in business “…. customers have a wide range of options, they prefer to stick to companies with whom they have had a positive experience and built a good rapport. Relationship building is an integral part of developing your business…. . ” PROPRIETARY INFORMATION OF SNAP-ON According to Lawyerment. com DO NOT REPRODUCE

Building Consumer Relationships Businesses will use multiple strategies to build consumer relationships. Some strategies are more obvious like being reliable, building trust or providing a great product or service. Other strategies take a bit more effort but are just as important: ü ü Frequent Communication Collect & Listen To Feedback Show Appreciation or Gratitude Analyze the results Mitchell 1 Social. CRM helps shops build better consumer relationships before, during and after the visit. PROPRIETARY INFORMATION OF SNAP-ON According to Lawyerment. com DO NOT REPRODUCE

Building Better Consumer Relationships: Frequent Communication “…purpose of a proactive campaign is not to bombard customers with outbound communications, but rather to provide relevant, insightful information that a customer would find valuable and be willing to pick up the phone to call to find out about. ” dmnews. com PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Service Reminder • Retention Features Benefits Automatic Service Reminder E-mails ü Bring customers back sooner / more often Trigger = OE Maintenance Schedule & Vehicle Mileage ü Branded/Shop Logo ü Mobile Friendly ü Coupon option ü Appointment Request ü Social Media Links ü Loyalty Site (OAS) ü Link to Sure. Critic PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Service Reminder & Recurring Emails Retention Features • Recurring Targeted Campaigns Benefits ü Making sure all vehicle needs are met Trigger(s) = Multiple see below (Automatic) § State Inspection (SMS Inspection date) § Timing Belt (OEM Specs) § Lost Customer (9 months) § Recommendation (SMS Entry) ü Branded/Shop Logo ü Mobile Friendly ü Appointment Request ü Social Media Links ü Loyalty Site (OAS) ü Link to Sure. Critic PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Thank-you Emails • Feature Benefit Thank-you Email After Every Visit ü Loyalty – show gratitude, collect Feedback Trigger = Paid/Posted Invoice ü Branded/Shop Logo ü Mobile Friendly ü Coupon option ü Appointment Request ü Social Media Links ü Loyalty Site (OAS) ü Link to Sure. Critic PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Sample Appointment Reminder Retention Feature • Scheduled Appointment Reminder Benefit ü Continue to ask for business Trigger = Scheduled event in the Manager SE scheduler Reminders are sent: v 5 days before v Morning of The scheduled appointment PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Target Market Promotions Retention Feature • Unlimited Target Market Email Promotions (Email Blast) Benefit ü Generate Specific Business (slow week, etc. ) Trigger = Customer Request ü Unlimited! – Create with Agent Anytime ü Create Custom List From Database ü Customized Message & Coupons ü Branded/Shop Logo ü Appointment Request ü Social Media Links ü Loyalty Site (OAS) ü Link to Sure. Critic PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Email Matching Service Retention Features • Email Matching / Collecting Emails Benefits ü Increase your email count! Collecting Emails • Program Start Match Approx. 30% of Database • Every Quarter We Match New Customers • We Provide Welcome Kit Assist Shop in Collection – Provide Front Counter Signage >>> – Email Collection sheet – Welcome Booklet PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Owner. Auto. Site. com Retention Feature • Consumer Loyalty Vehicle Website (Owner. Auto. Site. com) Home Screen PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Benefit ü Ties the consumer to specific shop – only work done at this shop is tracked. Service History

Owner. Auto. Site. com Request Appointment Coupons PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Manufacturer Scheduled Services Auto Service News

Facebook Page and Content Management New Customer Acquisition Feature • Facebook Page Creation • Facebook Page Content Management Review Content PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Benefit ü Consumers Can Recommend Shop to Friends ü Shop Visibility With Friends of Shop Auto Service News Content

Building Better Consumer Relationships: Collect & Listen To Feedback Interesting Statistics on Consumer Reviews: Ø “ 90% of consumers say positive reviews influence their purchase decision” *According to a survey conducted by Dimensional Research survey. marketingland. com Ø “ 72% of consumers say positive reviews make them trust the local business more” Ø *According to Search Engine Land. searchengineland. com PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Verified Reviews Benefit New Customer Acquisition Feature • Automatic Customer Review Collection ü Verified Reviews Provide Credible Feedback § Automatic – 5 Star Review Scale § Verified § Phone Reviews - Get More Reviews Sooner! § Available on the Internet § Notification for New & Low Score (3 Stars) sent to shop PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Collecting Verified Reviews § Thank-you Email ü Verified Review Link § Review Phone Calls – Consumers w/o email ü Verified Phone Call PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Important Unique Review Features § ü Low Score Diagnostics: Capturing additional insight for a “not so great review” (3 Stars or below) Consumer will have the ability to additional details to their low score review, this will help pinpoint what the actual issue is. § ü Re. Score: Closed Loop Concern Resolution Shop owners will have the ability to request a “second chance” review from consumers that post a low score review initially § ü Text Analyzing: Calling out positive/negative key words Analyzes words or phrases from every review based on phrase sentiment (positive or negative). PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Importance of Verified Reviews ü “ 90% of consumers say positive reviews influence their purchase decision” » *According to a 2013 survey conducted by Dimensional Research survey. marketingland. com ü “ 72% of consumers say positive reviews make them trust the local business more” » *According to Search Engine Land. searchengineland. com ü “…only 50% of consumers don’t go past page 1 in Google search” » *According to a 2015 article on moz. com § Mitchell 1 Social. CRM Delivers: Ø More Verified Consumer Reviews, and at a Faster Rate Ø An Average Consumer Review Star Rating of 4. 86 (out of 5 stars) Ø 90% of our Shop’s Business Reviews on Sure. Critic. com show up on page 1 when searched PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Shop Business Review Page New Customer Acquisition Feature • Search Engine Friendly Review Content Benefit ü Search Visibility Brings in New Business We will Automatically build a searchable Review Webpage for every shop! Shop owner will be able to manage their Review Responses, Access their Plugins and other information via their Sure. Critic Dashboard. Included: ü ü ü Show all Sure. Critic Reviews w/Responses Star Ratings Name, Address, Phone Number, Hours Google Map Coupon option PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Shop Business Review Page New Customer Acquisition Feature • Search Engine Friendly Review Content Optimized to be Used by Google PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Benefit ü Search Visibility Brings in New Business

Shop Business Review Page All Sure. Critic reviews, responses, and star ratings Schedule an appointment, view the business hours, and see current specials Generate a review from the site and find the location via Google Maps PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

After Completing A Review Your consumers can share their good reviews! They can share and win! PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

After Completing A Review § After completing a 4 or 5 star Sure. Critic review, eligible customers with a valid email address, will receive another email with an option to create a new review on Google+ Local. PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Sure. Critic Plugins – Shop Website PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Consumer Review Distribution New Customer Acquisition Feature • Sure. Critic Review Distribution PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Benefit ü Reviews are available for on multiple sites and directories (most recent 25, no phone)

Why Our Reviews Are Better ØPhone Reviews Increase Velocity (generate reviews faster) ØShop’s Review Page Is Optimized For Search ØVerified Reviews Scores Are Generally Higher ØRescore Opportunity Gives Second Chance ØSocial Engage Google Review/Share Opportunity ØAutomatic Collection Makes It Simple ØShare Best Reviews on Shop Facebook Newsfeed ØPhone Reviews give us another opportunity to obtain an email address PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Building Better Consumer Relationships: Show Appreciation or Gratitude Importance of showing Gratitude: “…Marketing research empirically demonstrates that gratitude plays an important role in…{the} increase purchase intentions, sales growth, and share of wallet…” American Marketing Association (AMA) PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Show Appreciation or Gratitude Manager SE Star Notifications – Opportunity to say “Thank You” Opportunity #1: Front Counter Each Star Indicates: New Consumer Reviews Available PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Show Appreciation or Gratitude Reviews – Opportunity to say “Thank You” Opportunity #2: Respond and Share Reviews PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Show Appreciation or Gratitude Coupons – Opportunity to say “Thank You” Opportunity #3: Add a Special or Coupon Email Campaigns PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Business Review Page

Building Better Consumer Relationships: Analyze your results “…you cannot simply develop a marketing campaign only to "set-it-and-forget-it. " Instead, it's crucial to routinely perform campaign monitoring and analysis to ensure the success of your marketing performance. ” Prontomarketing. com PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Analyze your results § Email Reports PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Email sent monthly or weekly.

Analyze your results § Dashboard Reporting PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

New Customer Dashboard – Review Notification Feature • Manager SE Integration Star notification will appear when new Review is detected! PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE Benefit ü Bring Visibility to New Reviews – Thank You Button available on customer, vehicle & order screens !

New Customer Dashboard – Customer Details Most Recent Review Thank your consumer! RO’s & Contacts Vehicle & Email Information PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

New Customer Dashboard – Customer Contacts Response Rate Monthly and All Data Recent 10 Reviews Clickable Content PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Reporting Over 10 unique reports available daily and emailed to you monthly for your convenience PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Building Better Consumer Relationships: Remember, Mitchell 1 Social. CRM helps business with their marketing by helping them build better consumer relationships with by way of: ü Automated Email Campaigns and Facebook content (Frequent Communication) ü Sure. Critic Reviews and Business Review Page (Collect & Listen To Feedback) ü Manager SE Star Notifications, Review Response & Social Media Sharing and Coupon options (Show Appreciation or Gratitude) ü Email Reports & Dashboard Content (Analyze the results) PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Add-on Services § Websites - $39/month § Postcards -. 80 cent each PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE 48

Unique Competitive Advantages Mitchell 1 has the Industry Leading and Most Comprehensive Marketing Program for Driving Customer Loyalty Reviews Email Matching Email Campaigns Shop Management Integration Reporting Support & Pricing Phone Reviews FREE start up emails OEM Timing Belts Real-time notifications Emailed Reports (weekly or Monthly) Dedicated Agent – Outbound support Concern Resolution (Re. Score) FREE Ongoing emails Targeted Google+ Consumer Details Screen Sales Projection & Trend Report No Hidden fees Low Score Diagnostics Emails Collected through Phone Reviews Interactive Dashboard Year over Year Sales Report Repair Order Details Screen Industry benchmark Report Daily Email Digest and Review notifications PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Social. CRM – Sales Reps (Quick Start) “The shop just agreed to purchase Social. CRM, now what? ”. …. . Before turning in an order, there are 3 steps that are REQUIRED before you can submit it to order processing. (Available on M 1 sales. net – “Social. CRM Quick Start Process”) ü Register the customer in Shop Registration (please include the customer in this process) *This information will be used for the Social. CRM emails! ü Complete the Data Extraction ü Sign the Registration receipt (both the ISC and customer), include with your order. If you run into any problems with any of the 3 items above please contact the Social. CRM Support Center, while on location, and they will try to assist you. Contact Number for Social. CRM support: 888 724 6742 option #5 Hours: M-F 6: 30 – 4: 30 *There are scenarios when one or more of the items above are not required, these scenarios are covered on the exception matrix (next slide) PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Social. CRM – Sales Reps (Quick Start) Matrix: PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Mitchell 1 Social. CRM Dedicated Support New Leadership: Chris Bonneau: Supervisor Lizzy Murphy: Lead Keri Cloud: Sr. Agent Greg Betz: Sr. Agent Norman Willis: Tech Sup PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE New Faces: *Colleen Ready *David Smith *Barry Simon *Angelo Mella *CS Keys *Curtis Caldwell *Jonathan Seller *Victor Michael *April Williams *Jason Price *Brian Nguyen *Harley Bryant *Ryan Leshtz *Salvatore Posillico *La. Mar Raboteau *Ben Alfasy (Tech Sup)

Social. CRM Onboarding Quick Start: (ISC completes Registration, Extraction & Signed doc) After the order is entered by Order Processing, within 3 business days, Support agent will verify the following items: ü Extraction was completed ü Shop Reg was completed ü Check to see if a logo & coupons was sent in with the order If a logo and/or coupons were provided, the agent would apply item(s) to the account. If not, the account would be set up with one of our standard logos and have no coupons. *Customer can call their agent anytime to customize. No Outbound CALL is made to the shop before service starts. Shop will be sent a CIS generated Welcome email (new, work in progress) after the order is entered by Order Processing and a customized support agent generated Welcome email after the information is verified and the logo is applied. This means services have started!!! PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Social. CRM Onboarding Quick Start: Continued…. The ISC will be CC’d on the support agent generated email. The timeline from the order being submitted by the ISC to the shop getting the support agent generated welcome email is approx. 7 -10 days (*order processing time, holidays, support agent availability will factor into the timeline). PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Social. CRM Onboarding Regular Start: (ISC Cannot complete Registration, Extraction & Signed doc) (see matrix, next slide)… After the order is entered by Order Processing, within 72 hours of that, Support agent will verify the following items (depending on which item(s) are needed: THIS SHOULD BE RARE! ü CALL to complete Extraction ü CALL to complete Shop Reg ü On the CALL we will attempt to collect the shops logo & coupons If a logo and/or coupons are provided on the call, the agent would apply those to the account. If not, the account would be set up with one of our standard logos and no coupons. *Customer can call their agent anytime to customize. *We will make multiple attempts to contact the shop for the remaining items. If we’re unable to connect after 2 weeks, the agent will contact the ISC via phone or email. If we’re still unable to connect at 60 days, we will notify the rep and cancel the account. Shop will be sent a CIS generated Welcome email after the order is entered by Order Processing and a customized support agent generated Welcome email after the information is completed and the logo is applied. This means services have started!!! PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Social. CRM Onboarding Regular Start: Continued… PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Mitchell 1 Social. CRM Dedicated Support Contact Cycle (after order is processes) Day 1 -5: Onboarding is completed (email sent to shop and ISC) *Calls are not made prior to onboarding Day 6 – 11: Intro Call attempts start (multiple attempts made) Day 30 -90 (after Intro): Follow up call attempts each month Day 90 and beyond: Follow up call attempts every 2 months *follow up emails sent after phone call attempts PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE

Compatible Management Systems • Alldata Manage • ASA Tire. Master • Bay-Master • LANKAR • Manager SE • NAPA Tracs • Pace • RO Writer • VAST • Winworks • Andreoli • Tire. Shop (Freedom. Soft) *Shop Management Integration only available with Manager SE! PROPRIETARY INFORMATION OF SNAP-ON DO NOT REPRODUCE