Monthly Archives: September 2012

Check Out The New Myspace! – Automotive Marketing Professionals

Check Out The New Myspace!

I’ve been using MySpace.com for over 8 years on a steady basis… http://www.myspace.com/ralphpaglia Most of the content I post or syndicate from ADM, dealerELITE and other automotive networks gets posted to my MySpace profile page (including the above article from Tim Martell).  This is a network that although toppled from its heyday, still has over 200 million active users.  When Specific Media bought MySpace, I was engaged in daily business activity with Specific Media and was asked to assist in their redevelopment of the music application for MySpace, which I did… By no means would I recommend ignoring MySpace as one of the social networks included in a car dealership’s social media marketing strategy.  A few observations, MySpace works exceptionally well for uploading and sharing videos… Not that it will replace YouTube, but MySpace videos seem to show up prominently in Google search results (SERP).  Also, MySpace has user friendly content syndication and positing applications and API’s so apps like “Add This” work exceptionally well, pulling over images and the article’s first paragraph.  Also, if you are into music, MySpace has more songs available than iTunes, Rhapsody and Spotify!

via Automotive Digital Marketing Professional Community.

Why Do Some Customers Avoid Your Dealership’s Facebook Page? – Automotive Digital Marketing Professional Community

Why Do Some Customers Avoid Your Dealership’s Facebook Page?

Frequency of Posts, Unwanted Contact Discourage Car Dealer Likes On Facebook

Social media users who don’t like Car Dealers on Facebook are primarily deterred by newsfeed clutter (47%), while many don’t want to be contacted (36%) or are concerned about their privacy (30%), finds Lab42 in September 2012 survey results.

 

Clutter was also the culprit for unliking Car Dealers: among the 73% who have done so, dealerships posting too frequently was the top reason why. March 2012 survey results from Chadwick Martin Bailey (CMB) and Constanct Contact similarly found that over-communication was a leading turnoff for Facebook likers.

 

Deals Drive Likes More Than Loyalty

Overall, the Lab42 study finds that 87% of the social media users surveyed like business pages on Facebook. When asked their biggest motivator for doing so, these respondents cited promotions and discounts most often (34%), followed by free giveaways (21%). Loyalty and brand trust were cited by 14% and 11% respectively. 77% of respondents who liked brands reported having saved money as a result of their likes.

 

Still, 46% have liked a business from which they had no intention of buying. Asked why, 52% of this segment reported having liked the business for a free item, while 46% said they couldn’t afford the products, and 24% that they liked the business to help out a friend.

 

Even so, most social media users appear to truly wish to connect with businesses and dealerships via Facebook. Of those who like businesses, 82% believe that Facebook is a good place to interact with those businesses. 3 in 4 feel more connected to the business or dealership on Facebook, and 35% feel that the businesses listen to them on Facebook. This preference for engagement on Facebook is supported by June results from an Allstate/National Journal survey, which found that 64% of social media users want to see an increase in companies using social media to respond to customer questions and c….

 

Embarrassment Discourages Likes

The Lab42 survey also finds that some product categories discourage likes. 22% of respondents reported having been too embarrassed to like a certain brand, most often in the categories of adult novelties, weight loss products and health and wellness products.

 

The results reveal that the leading ways by which businesses can get non-likers to like them on Facebook are through more giveaways; posting less often; and letting consumers hide the fact that they like the brand.

 

But, car dealers may see little value from that engagement, particularly from young social network users. April 2012 survey results from a group of professors showed that almost 7 in 10 Millennials who like a business on Facebook rarely o…, while a February 2012 report from Ehrenberg-Bass Institute revealed that just 1% of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands.

 

About The Data: The Lab42 data is derived from a survey of 1000 social media users.

 

Source: http://www.marketingcharts.com/wp/direct/frequency-of-posts-unwante…

 

Your Experience: What has been your experience in connecting with dealership customers and automotive consumers on Facebook?

via Automotive Digital Marketing Professional Community.

Social CRM Adoption Starting To Take Hold – Automotive Social Media

Social CRM Adoption Starting To Take Hold

Social CRM Adoption by Automotive Enterprises Expected to Continue Growing

Adoption of social customer relationship management (CRM) systems by car companies, automotive enterprises and car dealers is low among marketers responding to an Awareness survey [download page] released in September 2012, although a significant proportion are planning to use a system by the end of this year. Only 16% of the respondents said they are currently using a social CRM system, but another 21% plan to do so. 17% claim to be unfamiliar with social CRM, while 46% simply do not use a system. The report notes that adoption is higher among respondents with social media marketing budgets of more than $100,000: 44% of this group have adopted social CRM, and another 26% plans to do so by the end of the year.

March 2012 findings from Nucleus Research suggest that social CRM boosts sales productivity by 11.8%. 21% of social CRM users reported sales productivity improvements of more than 20%, and a further 37% cited productivity gains of 10-20%.

Community Platform Use More Prevalent

Among the types of social platforms identified, 65% of respondents to the Awareness survey indicate they use community platforms as well as social platforms like Facebook and Twitter. A third use collaboration platforms in addition to social platforms, while less than one-quarter supplement their use of social platforms with use of social commerce platforms (23%) and innovation platforms (14%).

As ingrained as is social media use, about 1 in 5 respondents do not currently monitor social media for brand mentions, on par with the proportion who monitor for brand mentions in real-time. Close to 3 in 10 do not monitor social media industry conversations, compared to just 12% who monitor them in real-time.

Among those monitoring social media, free tools are more popular than paid tools (86% vs. 54%).

Most Perform Social Media Marketing In-House

The Awareness study finds that outsourcing of social media marketing activities is quite low. Just 22% either outsource (10%) or plan to (12%) this year outsource social media measurement, while 1 in 5 do (10%) or plan to (10%) outsource social content creation. Just 1 in 10 outsource brand monitoring, with industry or competitive monitoring (8%), competitive audits (8%) and content publishing (7%) seeing even lower levels of contracting.

A HubSpot report from April 2012 found social media marketing to be the most common online agency service offering.

Other Findings:

  • The most commonly-used social marketing platforms among respondents are Facebook (89%) and Twitter (84%), followed by LinkedIn (77%), YouTube (71%) and blogs (61%). 39% say they use Pinterest, while a further 24% plan to do so this year.
  • 53% of respondents report 2 or more accounts on Facebook and 13% have more than 5.
  • 45% say they have 2 or more accounts on Twitter, while 11% have more than 5 profiles.

About The Data: Awareness surveyed 469 marketers from a cross section of industries, company sizes and levels of social marketing expertise. Respondents also came from a cross-section of executives, managers and those who support the social marketing functions within their organizations.

 

Source: www.marketingcharts.com

via Automotive Digital Marketing Professional Community.

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