Car Dealers Must Respond To Millennials On Social Media – Automotive Digital Marketing Professional Community

Car Dealers Must Respond To Millennials On Social Media

Millennial Car Buyers to OEM’s and Dealers:
Respond When You’re Being Spoken… “About”

An example of this confusion and possibly a double standard when it comes to online monitoring is that roughly 6 in 10 respondents aged 18-54 want companies to listen to what they say about them online (4 in 10 of the 55+ crowd). While at the same time, about half of the survey’s respondents think that consumers should be able to talk about companies online without those companies listening in. This desire for privacy increases for the 55+ age group, of which 59% do not want companies seeing what they post about them online.

But wait… There’s more (confusion) in these survey results!

Between half and two-thirds of respondents want companies to respond when they’re being discussed online, while the same survey reports that more than 6 in 10 also say that companies should only respond to online comments made directly to them (i.e. on their Facebook page, tweeted to them, etc.) You should download the PDF file of the report and take a look… In my opinion, what we are seeing is the variance based on where and what types of social media these comments are being made that reference a car company, make or dealership by name.

In an attempt at trying to poke fun at their own report’s findings, the authors note that the takeaway for automotive marketers and others who handle social media strategy is that they should be “telepathic.” Perhaps “empathetic” would be a better choice of words and not so much in jest… The next-best advice given is for marketers to:

  • Automotive Social Marketers should go beyond listening
  • Try to understand what consumers are saying
  • Consider the conversation’s context  
  • Deliver mutual value when engaging  
  • Show how listening can be a relationship-building tool rather than an intrusion

 

Other Findings:

  • Despite holding all these varied opinions about social media privacy, less than three-quarters of respondents (ranging from 62% of 18-24-year olds to 72% of 45-54-year-olds) know that car companies  or dealership employees might be listening to what they’re saying online.
  • Roughly 4 in 10 respondents aged 18-54 feel that dealerships and car companies listening to online conversations are intruding. That rises to 54% among the 55 and over demographic.
  • Attitudes regarding whether companies should monitor online conversations to improve products and services vary significantly among age groups, ranging from 40% agreement for the 18-24 set, to 57% for the 45-54 group, and back down to 37% for the 55+ set.
  • Slightly more respondents believe that a company should respond to them if they make a negative remark about the company in an online post than if they make a positive remark about a company in an online post.

About the Data: J.D. Power and Associates, in association with NetBase, conducted a survey in December 2012 of 1,062 U.S. consumers ages 18–55+.

Data Source: Marketingcharts.com/millennials-to-brands-respond-when-youre-being-…

eBook Source: info.netbase.com/SocialListeningeBook.html

Download the Social Listening and Big Brother eBook by NetBase and J.D. Power and Associates:  NetBase JDPower Listening and Privacy eBook.pdf 

  

BONUS CONTENT:

How Does a Car Dealership Create a Structured Response Process? 

In regards to the process around a dealership monitoring and then responding to online blogs, comments, posts and discussions where the dealership is brought up or mentioned, I started developing a process and work flow while launching the ADP Social Media Reputation Management Team in 2009 and 2010.  The work flow process chart shown below is based on something I saw published by the US Military in regards to how the Air Force responds to online comments and blog posts. 

When I left ADP and went to work for Tier10 Marketing at the beginning of 2011, we revised and upgraded the work flow planning for better results and more production efficiency. The chart below reflects the Tier10 Marketing version of what we recommended:

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 February 27, 2013, in Automotive, Automotive Digital Marketing, Automotive Professionals, Automotive Social, Automotive Social Marketing, Car Dealers, Content Marketing, Facebook, LinkedIn, Millennials, Reputation Management, Social Marketing, Social Media Marketing, Strategy 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 )

Google+ photo

You are commenting using your Google+ 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 )

Connecting to %s

Dealer Authority

Automotive Digital Marketing

Automotive Social CRM by Ralph Paglia

Social Media Based Customer Relationship Management Strategy and Tactics for Car Dealers

The Sales Life w/ Marsh Buice

The secret of Leadership is simple: Do what you believe in. Paint a picture of the future. Go there...People will follow. ~Seth Godin

CBT Automotive Network

Automotive News, Training and Insights

Matt Collins' Blog

A Blog About Disruptive Tech, Trends, & Opportunities

Sales, Marketing & Social Media Today

This is a blog that explores the trends of Sales, Marketing and Social Media. Send me your questions!

Evans Design Studio, Chip Evans

Wordpress Website Design and Development | Drupal Web Design and Development | Custom Web Design and Development

Social Media PR

Our Social Media Consultant And Marketing Agency Gets Your Brand Noticed Online

Car Dealer Consulting

Proven strategies to grow your dealership, sell more cars and have happy customers. Catapult your business on a new level with recommended dealer management systems, how to guides and muchmore.

The Automotive Basics

The Terms to Know

Market Research (BLOG)

Next-generation provider of syndicated research, customized research, and consulting services.

richardscarblog

All automotive, all the time

The Speed Trap

Automotive News, Reviews, and History

Photofocus

Education and inspiration for visual storytellers

Caprice Photography Automotive Art

All things automotive and the people who live it

%d bloggers like this: