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RRG Group drives business across its car dealerships with social media using CrowdControlHQ

25 September 2015 | 11:04 am

Social Media Automotive DealershipsInvestment in social media risk and compliance software enables 24 local dealerships across the North West to increase customer engagement using Facebook and Twitter 

CrowdControlHQ today announced that RRG Group, a leading car dealership in the North West of England, is using the company’s social media risk management and compliance platform to manage social media across 52 accounts in 24 dealerships. Since deploying CrowdControlHQ, RRG group has transformed the organisation’s approach to online marketing, increasing customer engagement locally with promotions, seasonal campaigns and adding daily to its number of Twitter followers.

RRG Group chose CrowdControlHQ for its ability to provide access to all of its local dealership social media accounts, including Facebook and Twitter, from one single dashboard, instead of having to log onto different sites. Each dealership can engage and respond to customers on a local basis, while keeping consistent within the RRG brand guidelines. The central dashboard within CrowdControlHQ ensures that posts are moderated by the central digital marketing team prior to posting.

Jade Kingston, Digital Marketing Assistant, at RRG Group said, “There is always a lot going on in the automotive industry with different car launches, promotions and events across the dealerships. CrowdControlHQ enables us to manage all of our accounts across the dealerships and to monitor customer enquiries on social media from one central place, giving us control and saving time. The notifications are really useful as they enable dealers to respond to enquiries straightaway.”

Each dealership is responsible for its own social media, overseen via a single dashboard by the Digital Marketing Assistant at head office. All 73 users, including sales people, pre-sales, administration staff and in some instances, the dealer principals are provided with monthly plans and schedules for content provided by corporate marketing. Guidelines are also given in the company’s social media policy, included in a training pack for all those involved.

As well as guidance, the plans include content on upcoming car launches and events from the different car manufacturers. RRG Group runs after sales seasonal campaigns to encourage car service bookings, for example air conditioning checks in the summer and anti-freeze, battery and tyre checks in the winter. It has successfully increased the number of Twitter followers with the use of hashtags on Twitter, to benefit from the current online trends adopted by dealers, including #modifiedmonday, #turbotuesday, #Wednesdaywant, #throwbackthursday.

James Leavesley, CEO of CrowdControlHQ said, “There is growing evidence that proves that social media can actively drive the bottom line across automotive businesses. In such a highly competitive market maintaining good relationships and engaging customers is vital to keep them coming back for more. Using social media is a great way to keep that relationship alive. CrowdControlHQ develops local engagement while ensuring that controls are in place to protect a company’s reputation and that of the major automotive brands it represents.”

Jade Kingston added, “With CrowdControlHQ I can plan monthly schedules and content and help the dealerships use social media to engage customers locally, but in a consistent and managed way. The reports and analytics available in the platform are very helpful and the feedback is really positive from the dealerships, it helps them to get ideas and look at areas where they can maximise return on social media activity.”

For further information, download the full case study here…

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