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.

About Ralph Paglia

Ralph Paglia; President of ADM Consulting, LLC former Vice President - Digital at Tier10 Marketing. Director - Digital Marketing at ADP Dealer Services from 2007 through end of 2010 where he was responsible for industry vertical thought leadership and solution creation while establishing new ADP digital marketing solutions. For many years, Ralph has created automotive marketing business models that support business revenue growth and generate shareholder value, while building a network of relationships and partnerships resulting in alliances that support revenue growth.

Posted on September 25, 2012, in Automotive, Automotive Digital Marketing, Automotive Social, Automotive Social Marketing, Car Dealers, Social Marketing, Social Media Marketing and tagged , , , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Volkswagen Utah

Volkswagen History, Volkswagen News, Volkswagen Models, and everything else Volkswagen

BlabberCash.com

"Your Express to Success!"

Dad Swagg

for the dad that still has swagger

frasesemersonnatal

Frases Por Emersonnatal.

Pine Belt Auto

Put The Power of Pine Belt To Work For You

crazycarguy

A topnotch WordPress.com site

craigjdesmarais

Just another WordPress.com site

Gary Rome Hyundai

We Treat You Like Family

Schmit Bros Auto

The oldest family run dealership in Wisconsin!

HCM Geek

Global Human Capital Management Geek

William E. Lewis Jr. - Bill Lewis - Fort Lauderdale, Florida

William E. Lewis, Jr. & Associates - (954) 337-1530

HealthyorNot Blog

You Only Live Once

San Diego Coastal Real Estate Report

San Diego Coastal Real Estate Report offering news, information, and market updates by San Diego Coastal Realtor, Alvin Newton, and The RE/MAX Collection

Derek Stone's Blog

Just another WordPress.com site

LinkyBird

The aviation news release network

Grainger Honda

Just another WordPress.com site

My Blog

Just another WordPress.com site

%d bloggers like this: