Cobalt leverages Social Media for some awesome PR and Reputation Management
Last Monday I was going through my normal Monday morning Twitter catch up. Making sure I didn’t miss anything of importance over the weekend.
As I was browsing my stream, a particular tweet happen to catch my eye.
Just Saab had posted a small rant about Cobalt turning off their dealerships’ splash page with no warning of doing so. Ouch! At the same time they grounded Cobalt, expressed their new love for Dealer.com. I’m sure Dealer.com was loving this.
Apparently someone from Cobalt’s team (I had a feeling I knew who this might be) had caught the tweet and contacted Just Saab, verifying that Cobalt had indeed messed up. They took down the 2 dealerships’ splash page with no warning, and with no way of reversing the removal of the page.
Cobalt with the help of @auto_marketeer (our friend Jade) obviously wanted to “make it right” with Just Saab and shifted the lingering bad taste in their mouth to one of goodwill. Cobalt decided to do something a bit on the creative and personal side. They searched JustSaab’s Twitter stream and found the following tweet:
At that point, (speaking with Jade) the Cobalt marketing department made the decision to send Just Saab an Xbox System and Forza Motorsport 4. Since the entire dealership was affected, not just this one individual, they sent over Skyline Chili lunch for the whole dealership the Friday after.
WOW. It was impressive to watch this go down. Let’s all agree, from a company that we would least expect it from (sorry Cobalt). Maybe those GenY employees do know what their doing. 🙂
Is this a sign of a new, more dealer-centric Cobalt?
This reminded me of the awesome Gary Vaynerchuk Keynote speech at DSES. Word of mouth is the strongest form of marketing and today’s word of mouth is online. However, business/dealers continue to spend money on traditional forms of marketing hoping to win the sprint while not conditioning for the marathon.
Are you following your dealerships reputation on Facebook and Twitter?