Category Archives: Reputation Management

Podcast Recommendation: Social Media Marketing with Michael Stelzner – Automotive Community

Podcast Recommendation: Social Media Marketing with Michael Stelzner

Recently I have been listening to Michael Stelzner’s Social Media Marketing Podcasts via Social Media Examiner and have both learned a lot and enjoyed Michael’s style.

He tends towards NOT over-complicating what businesses should be doing to effectuvely leverage social media platforms for marketing communications (MarComm) and customer relationship marketing (CRM), which I appreciate.  The periodic doses of humor Michael injects into his podcasts make them a resource that I continue to use and sometimes listen to more than once.

Shown below, I have displayed the latest blog post from Social Media Examiner that describes and provides access to Michael’s podcasts for ADM Professional Community members to take advantage of and try out… 

More and more I am finding that there are great resources for sparking innovation within the auto industry that are available from outside of the automotive specific vertical… Learning what works for other retailers and businesses can be a great source of inspiration for those of us who specialize in automotive marketing.

Selling With Social Media: 
A New Direction for Businesses

To learn about why you need to rethink the dealership showroom sales process in this social age, listen to this interview with Tom Martin for the Social Media Marketing podcast.

The Social Media Marketing podcast is a show from Social Media Examiner designed to help busy automotive marketers and dealership owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, listen to an interview with Tom Martin, author of The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads. His agency is Converse DigitalTom shares the concept of painless prospecting and propinquity.

You’ll learn how to succeed in the changing social media sales landscape, and how your business can embrace these new strategies.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Tom believes success is more about how buyers buy than the way dealerships and businesses want to sell. With the Internet, people can hide behind the anonymity of Google search.

You can do all your pre-purchase research without having to talk to a salesperson. You only have to talk to a person once you’ve made a short list of car dealerships you are interested in and want to test drive the vehicle before closing the deal.

Buyers use Google search for pre-purchase research.

Today’s buyer prefers this process, as it’s easier and more efficient. With this in mind, companies have to adjust.

In the early days, the power was with the salesperson, but with the knowledge available online today, the power is in the hands of the consumer.

Tom says as a business, you have to stop thinking about how you sell because you don’t really sell anymore. Instead you help buyers make a buying decision. When they make their decision, hopefully it will be in your favor. Although it won’t always be the case.

You’ll discover how your system needs to be set up properly and the approach you need to consider.

If you have a really good product or service, more often than not, you will win the conversion. Most people are turned off by people selling to them. The best way is to show them that you’re willing to help and that you always have their best interests at heart.

Listen to the show to find out more about how the approach to sales has changed.

An example of a business that has embraced new ways to sell

Tom talks about a camera store called Adorama based in New York that he used as a case study in his book, The Invisible Sale. Adorama only has one store, but does business in all 50 US states and 5 countries.

The camera store Adorama is used as a case study in The Invisible Sale.

Adorama has two sides to their business, B2C and B2B. Regardless of which side you look at, they approach it the same way. Their philosophy is to sell by sharing original educational content.

Even though it’s a photography store, they sell more than just cameras. They’ve built a Learning Center that includes Adorama TV, which is one of their huge content pieces. The Learning Center is a treasure trove of educational content.

There is everything from learning how to shoot a photo to discovering the best equipment.

Although their approach is to educate, when you watch one of their videos, you’ll notice easy-to-follow links to products below the video. You’ll find out how they used YouTube to allow people to reach that product.

Products mentioned throughout Adorama’s videos are linked for easy access.

In 2010, they saw a general growth curve, mainly due to the educational content they provide.

The moral of the lesson is that if you can make your buyer smarter and better because they are doing business with you, then Tom believes you will succeed in selling more to that buyer.

Listen to the show to hear why Tom relates it to fly-fishing and how it’s the same with modern content marketing.

What is a social agent and why is it important?

Tom describes a social agent as someone who doesn’t necessarily buy from you, but recommends you to a friend or colleague who might buy from you. A lot of the time, social agents can be your most valuable customers that you never do business with. They’re the best customers you’ll have.

You need to draw in your social agents through educational pieces. A relationship is formed with your brand or company when they see value in what you are doing. You’ll learn how Tom became a huge social agent for Adorama.

Listen to the show to find out the importance of empowering everyone to be a social agent for your company.

In The Invisible Sale, you reveal a process that helps people sell without cold-calling and advertising. Can you explain the process?

Tom calls the process “painless prospecting.” The concept is a spin on inbound marketing. The core difference is that most content and inbound strategies leverage search and keyword optimization.

As more and more businesses discover and deploy keyword optimization and SEO strategies, Tom believes that only so many will win the battle. It’s going to get more competitive and much more difficult.

Whereas painless prospecting is built on the concept of propinquity.

Propinquity is a scientific theory that powers the formation of relationships. It says that if you bump into someone a lot, the higher the likelihood of you touching them more often, reading their content or meeting them in person, the more likely you are to like that person, providing you like them each time you meet.

You need to build your dealership success on the concept of propinquity.

Tom’s painless prospecting philosophy is that you don’t walk away from SEO, but do get off your own blog.

You need to think and care more about putting great content on other people’s blogs. Tom advises you to treat every blog as your own. When you put content in these places, they are called Propinquity Points.

You’ll learn how to develop a strategy for this to make sure you stay top of mind.

Tom shares a quick overview of where you can find places to provide content, but there is a whole chapter (Building a Painless Prospecting Platform) in his book where the process is laid out.

Check out the chapter on Building a Painless Prospecting Platform.

If you pay attention to what is written by auto industry experts or your OEM you can usually sit down and list all the places that your prospective customers congregate online and offline. You’ll learn where these places might be. If you know the auto industry well enough, you will already know of 7-10 places without thinking. This is your first list.

You’ll discover how social listening software such as Radian6 or Sysomos can be beneficial to finding propinquity points for you.

Sysomos can help you find propinquity points for your business.

Once you find these points, you can create more opportunities for people to stumble across you and your brand. It’s a great way to get a good positive impression.

When you get off your own blog, your buyer doesn’t have to be in active research mode to stumble upon you. They might then click through to your blog and possibly sign up to read it. You’ll learn what can happen if you only stay on your own blog.

You could have people sign up to your blog who weren’t in active research mode.

You’ll discover why you do your best content work when you write for someone else.

Tom advises you to write 4 or 5 posts for other blogs, staged over a 2-week period and keep an eye on your Google Analytics to see what happens. You’ll notice that you drive more traffic back to your site.

The more you write for these larger audiences, the bigger your chance of people coming over to your site to check out your content. For every 100 people who read your content somewhere else, around 5% will convert to signups. This is how to build propinquity at a blog base.

Tom is convinced that the way to win today is to get out there and treat yourself like a media empire.

Listen to the show to learn about the invisible component in Tom’s book title.

What automotive marketers should avoid when using content to drive sales

Tom says there are two things automotive marketers should avoid. Most dealership marketing managers produce content at the wrong level. It’s normally the same single unit of content across their blog and podcast. So most feel that one blog post a week is enough without writing for others.

First you have to think about content creation as an ecosystem. You should never create one piece of content once. You should look for ways to repurpose it or even rechannel it. 

Make sure you repurpose your blog content.

You’ll learn about the ways you can turn one piece of content into more content.

Secondly, Tom states that there is a belief, especially among inbounders, that every piece of content needs to have a call to action. Although research proves calls to action get more conversions, Tom doesn’t really believe it. He feels there is still value in pure education.

You need to go out and educate your buyer. Don’t ask or expect anything in return. Tom states that most buyers know how to buy; you shouldn’t need to rely on a call to action for them to have enough confidence to contact you.

Listen to the show to find out why your content should always be of value.

This Week’s Social Media Question

Debra Keirce, a professional artist, asks, 

“As an artist, sometimes it will take years between contacting potential collectors and receiving a commission or a purchase. Are there specific social media tools that can be used to help develop, encourage and maintain these long-term relationships, so that the leads don’t go cold and people will recommend you to their friends, when at times they are not necessarily looking to buy themselves?” — DebKArt.

This is a great question on how to keep top of mind with prospects who aren’t ready to buy.

The first thing I would recommend is to make sure you listen to this particular podcast for some great ideas. Here are a few examples of what you could do with your business.

Key takeaways mentioned in this episode:

  • Create time-lapse videos that showcase your processes
  • Create educational pieces
  • Become the conduit to prospects

When you put yourself in the position of the resource person rather than the salesperson, every time you communicate with prospects, it’s a way to stay top of mind. If, and when, they are ready to buy, they are more likely to come back to you or pass your details on to another prospect. You need to have regular touch points.

You’ll hear an example of what I received from people in the voice talent industry when I was a prospect and how my realtor markets his business using social media.

I hope you find this helpful.  Listen to the show to learn more and let us know how this works for you.

Other Show Mentions

Social Media Success Summit 2013

Social Media Success Summit 2013 is a special online conference designed to help you master social media marketing (brought to you by Social Media Examiner).

Social Media Success Summit 2013 features Forty-five of the world’s leading social media pros and book authors will show you how. Instructors include: 

  • Jay Baer (Youtility)
  • Chris Brogan (Impact Equation)
  • Mari Smith (Facebook Marketing)
  • Michael Stelzner (founder, Social Media Examiner)
  • Mark Schaefer (Return on Influence), 
  • Jesse Stay (Google+ for Dummies)
  • Amy Porterfield (author, Facebook Marketing All-in-One for Dummies)
  • Experts from General Electric, Sony, E! Online, Kelly Services and Discovery Channel

Fully online. Click here to learn more.

We have finalized our brand panels and here are a few killer ones:

  • Instagram panel with Sony and E! Online
  • Online video panel with Discovery Communications and Salesforce
  • Pinterest marketing with Whole Foods and Target
  • Twitter marketing with GE and American Express
  • Facebook marketing with Walmart and NASA

We’ve got some incredible brands that will share what they do with social media. This is just a sample. There is an enormous amount of how-to content.

It’s an online conference, which means you don’t need to travel anywhere. It’s spread over an entire month and it’s live. If you want to learn more about it, be sure to check it out.

Help Us Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.

If you enjoyed this episode of the Social Media Marketing podcast, please head over to iTunes, leave a rating, write a review and subscribe.

What do you think? What are your thoughts on car dealers selling new and used vehicles, parts, accessories and service with social media? 

via Automotive Digital Marketing Professional Community.

How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

  How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

MySpace was, in many people’s opinion, the social network to be on for many years. In fact, in 2006, MySpace surpassed Google as the most visited website in the United States. The decline of MySpace began in 2008 as Facebook rose in popularity and became the newest social network of preference for many. MySpace’s user base has since declined from a peak user base of 125 million to its present day membership (as of June 2013) of 25 million. In 2011, a group which included singer Justin Timberlake, purchased MySpace and they vowed to revive the network.

MySpace has been focusing on attracting business presence and musical talent in addition to revamping the look and feel of their site. It appears that in order to achieve their goal, they felt it was necessary to delete “user blogs which had been maintained for upwards of six or more years,” according to this recent article in SocialNewsDaily.

While many users abandoned MySpace in the mass exodus that occurred between 2008 until now, these users remained loyal and continued to visit and use the site to record and share their daily thoughts and activities. This of course angered those fans that remained loyal; not just because of the loss of six or more years of their digital life; (which some users maintain as sort of a digital diary) but because they felt as if they are unimportant to the site they remained loyal to.

As one user wrote, “You have stolen six years of blogs and something that is priceless to me and cannot be replaced.”

MySpace has a long way to go and a definite uphill battle in its attempt to gain back market share and attention away from other more popular sites. By alienating their most loyal customers and deleting their loyal user’s content, they may have taken a huge step backwards. Big business and music talent certainly want publicity but what good is a social network that has no audience?

While MySpace may yet have to acquiesce and restore the blogs of their customers, they did at least recognize the importance of their customer base, even if only in words, when they made the following statement:

“Change isn’t easy and there has been a lot going on lately. We understand that this information is very important to you. Please understand that your blogs have not been deleted. Your content is safe and we have been discussing the best ways possible to provide you your blogs.”

The point is that loyal customers are the foundation of any business. Building your business on a solid foundation is extremely important. By threatening the instability of that foundation, MySpace may find itself in a position whereby the companies they want to attract have no reason to be there. A social network is, after all, not social if nobody’s at the party. Similarly, no business can survive without customers.

Automotive Digital Marketing Professional Community.

10 Reasons Why Car Dealers Need to Be In Vegas at AutoCon in September!

10 Reasons Why You Need to Be In Vegas at AutoCon in September!

10 Reasons Why Your Dealership Needs to Send its Management Team to Las Vegas for AutoCon 2013 in September!

As I speak with my dealer friends on a daily basis, I know that now is the time when they are evaluating and deciding which Fall Conferences to attend this year.
So, I wanted to make the decision easy and provide everyone with the top ten reasons why you need to be at AutoCon on September 4th, 5th and 6th.
The Reasons Are Simple:
1) Hosted a the five star and beautiful ARIA Resort & Casino and rooms are only $125 PER NIGHT!
2) WORKSHOPS THAT ARE CATEGORIZED FOR EACH ROLE AT THE DEALERSHIP, enabling your team to focus on strengthening their department’s strategies and processes
3) Actionable items to take back and implement at the dealership.  We don’t allow our attendees to leave asking themselves “Where do I begin with all this information?” WE MAKE ACTION PLANS!
4) Over 40 top industry thought leaders presenting educational workshops- NO SELLING!
5) OEM keynote presentation and series of Dealer Panel Discussions for YOU to Participate in!
6) FREE Wireless internet and access to all workshop recordings post show
7) DEALER PRINCIPALS ARE COMPLIMENTARY!
8) Intimate atmosphere and ideal networking setting. YOU MAKE RELATIONSHIPS NOT JUST BUSINESS TRANSACTIONS!
9) Highly engaging workshops with rich content that help you stay ahead of your local competition, and SELL MORE CARS!
10) DEALER NETWORKING ROUNDTABLES held each day, which allow you to have one-on-one time with industry professionals on particular topics of interest (Mobile, SEO, BDC, Reputation Management, and more).
Now is the time to act while the Early Bird rate is going on through July 4th.  Registration rates will only go up after that time, so don’t wait!
Make sure you share these ten reasons with your team, and use them to help convince your boss to give you the “stamp of approval” to book your trip!
See you in Vegas!

via 10 Reasons Why You Need to Be In Vegas at AutoCon in September! – Automotive Digital Marketing Professional Community.

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.

Twitter Cards Make Video Marketing Easy as 1-2-3 Tweet! – Automotive Social Media Professionals

Twitter Cards Make Video Marketing Easy as 1-2-3 Tweet!

Joe Schwartz

Joe Schwartz Describes How “Twitter Cards” Are Making Video Marketing Much Easier for Car Dealers

Twitter Video Cards

Twitter Video Cards

When marketers think of social media as a promotional channel, Facebook continues to be the network of choice. Of course, this trend may be the result of people sticking to a platform that feels safe. After all, Facebook remains the largest and most influential social platform on the web today, so much so that it claimed the most-searched term award for the fourth year in a row.

Twitter Users
Twitter Users

But other social networks shouldn’t be ignored, especially with sites like Twitter implementing new features regularly. According to eMarketer’s “US Digital Media Usage: A Snapshot of 2013,” Twitter user-ship grew significantly in 2012, but only 15 percent of the U.S. online population will engage on Twitter next year. Therefore, brands that want to drive traffic from a variety of social channels must learn how to engage users on whatever network they prefer. For many people, Twitter remains the most influential social hub, and brands may discover that video content thrives on this platform. 

According to the source, Twitter’s user base increased by 14.2 percent in 2012 to reach 36.3 million monthly active members. To reach those prospective and current customers, brands must develop social media marketing campaigns that make branded content enjoyable and simple. With Twitter Cards, video marketing may be the easy solution.

Online Video Viewers
Online Video Viewers

According to eMarketer, online view viewers reached 178.7 million people in 2012 to make up 56 percent of the nation’s population, and 73 percent of American internet users. As for mobile video viewers, 73.3 million people watched video content via their mobile devices in 2012, reaching 22.9 percent of the country’s population and 29.6 percent of mobile phone users. Thirty-one percent of the U.S. population and 40.4 percent of U.S. internet users viewed visual media from their tablet devices this year, making video content marketing a necessary practice for many brands.

With Americans using Twitter more often this year and video media becoming a prominent marketing material, businesses that want to build brand exposure and grab consumers’ attention must produce consistent visual content, and publish output on the microblogging site. Together, video marketing and social media marketing may drive higher conversions in the new year, and help marketers reach new audience segments online.

via Automotive Digital Marketing Professional Community

Twitter Compliment Card

Twitter Compliment Card (Photo credit: 13stock)

Static Social Media Products and Services are Destined to Fail – Automotive Marketing Professional Network

 

Static Social Media Products and Services are Destined to Fail

Over the past couple of months, I’ve been working on a standard operating procedure for a comprehensive social media marketing service. It has been a while since I had to develop an overarching strategy rather than one that was individualized for a business or organization, so my daily reading of the industry trends and changes has had my eyes bleeding by the time the kids get ready for school. My fingers have bled as well… from making adjustments to the SOP as the industry continues in its unending state of metamorphosis.

In the worlds of search marketing, there are needs to stay on top of things. Google and Bing make changes to their algorithms. Consumers make changes in their searching habits. Devices make changes in how they present the data. It’s pretty rough trying to keep up with search. However, keeping up with the changes in search is a piece of cake compared to keeping a social marketing service fresh and operating properly.

My conclusion in putting together this SOP is simple – keep it general and fluid. It must be allowed to grow and adjust based upon the changes that are made by the social media sites and the users themselves. Here are a few examples of activities that may have been a part of a social media SOP if I made it last week:

  • Post an image to Instagram and have it feed through to Twitter.
  • Sponsor one post a day on Facebook that is business-oriented.
  • Get people to +1 your Google+ business page as well as recent posts.
  • Post to Pinterest three times a day and feed it through to Facebook.

These would have all been valid actions in a standard operating procedure last week. Today, they are all obsolete.

Social media moves way too quickly for concrete practices. Any full-service company that wants to run your company’s social media needs to demonstrate the ability to stay informed about the maelstrom of changes that happen every week as well as the ability to keep a fluid service that moves with the trends and the changes themselves. If they’re offering a social media service that is static, that is using techniques that have been “proven to work for a long time”, then they do not understand the very nature of social media and should not be trying to run yours for you.

 

via Static Social Media Products and Services are Destined to Fail – Automotive Digital Marketing Professional Community

 

Enhanced by Zemanta

Facebook is Making Free Marketing on Pages Less Powerful – Automotive Digital Marketing Professional Community

Image representing Facebook as depicted in Cru...
Image via CrunchBase

Like Google has done with giving more SERP page 1 real estate to sponsored links and other revenue generating content, Facebook will as a business necessity continuously look for ways to convert anything of value for businesses and brands from the “free” or “Earned Media” realm and migrate the process or practice into the “Paid Media” fee based Facebook Advertising manager application and Facebook marketing services… To me, there is nothing wrong with this, and I have been aware of the strategy and have embraced it since I started working with Facebook on the Ford Digital Advertising Program in 2008.  Heck, it is sort of like the ads you see on ADM and other sites managed by my company, Automotive Media Partners, LLC… On a much smaller scale, of course… But that is why you see advertising on these sites, because ultimately if a network or website is to move beyond a “hobby” and towards a revenue realization model, you have got to stop giving away valuable marketing, communications, branding and advertising to transition into generating a fair income for the business owners… Facebook is no exception!

PALO ALTO, CA - JULY 06:  Facebook CEO Mark Zu...
PALO ALTO, CA – JULY 06: Facebook CEO Mark Zuckerberg (L) watches a demonstration of the new Facebook video chat during a news conference at Facebook headquarters July 6, 2011 in Palo Alto, California. Zuckerberg announced new features that are coming to Facebook including video chat and a group chat feature. (Image credit: Getty Images via @daylife)

Since the early days of Facebook when I was privileged to work with Tom Chisholm (he took his FB stock, cash out and retired at end of 2010), he explained that the whole strategy around Facebook Pages for businesses was to give them away at no charge so as to drive demand for advertising within Facebook without those ads sending FB users outside of Facebook. To this day, you will find that any FB advertising that links to a site outside of Facebook does VERY poorly, especially compared to how impressively effective similar ads are when they point to a dealership’s Facebook Page or an App within it (formerly tabs).  That is not the consumer, it is by design and built into the algorithm… Facebook makes sure that siphoning traffic away from Facebook is more costly and generates a lower ROI… Before you get irritated, I would do the same thing with my networks if I could easily make it happen! It makes ense from a FB perspective to encourage traffic coming into Facebook and all engagement and even business activities occur within the Facebook platform… Since FB is so eager to help companies develop their own business generating apps on the Facebook platform, it is difficult to criticize their strategy.

Take a look at last week’s cover story in Automotive News about “Dealers Getting in Your Facebook” featuring Rick Case Honda and an interview with Richard Bustillo about his $2,000 a month Facebook Advertising budget… I convinced Richard to invest in Facebook Advertising starting last March and his campaigns within Facebook continue to generate more revenue and profits than any other $2,000 he spends on non-Facebook advertising media. It is satisfying to go from convincing a dealer to try it, and then to where it is the last part of his advertising budget he would cut!

Here is an excerpt from the Automotive News Interview with Richard Bustillo:

Dealers get in your Facebook

Stores post ads directly on site’s news feeds

Richard Bustillo of Rick Case Honda says Facebook is taking advantage of new opportunities to reach customers by putting ads directly in news feeds.

Richard Bustillo, general manager of Rick Case Honda in Davie, Fla., believes Facebook has finally cracked the code to help dealerships sell vehicles and service.

Marketers have long viewed Facebook as an online cocktail party — fine for socializing but weak for selling cars.

Now that’s changing. Rick Case Honda and other dealerships are starting to take advantage of Facebook’s huge potential to reach customers on the users’ digital home turf, by putting ads directly into their customers’ news feeds.

Technical improvements introduced in September allow dealerships to take their customer lists — with just names and e-mail addresses — and find those people on Facebook. The “custom audience” feature allows dealerships to push ads directly to Facebook users’ news feeds, the must-see center column of the home page that consists of a constantly updated list of posts by a user’s Facebook friends.

Facebook users are more likely to look at news-feed ads than those in the more common ad location, the right side of a Facebook page, the social media giant says.

“Facebook is starting to understand what we need to sell cars,” Bustillo said.

In June at Rick Case Honda, an employee-pricing-for-all promotion on Facebook contributed to a strong month — 615 new vehicles sold — the most of any Honda store nationally for the month, Bustillo said.

Facebook played a key role in the campaign’s success, he said. The store took its customer list with thousands of names and e-mail addresses and identified who were Facebook users. It then delivered to their news feeds the employee-pricing offer, Bustillo said.

Facebook also has improved the ability of dealerships and the factories to put promotional videos in front of car shoppers, Bustillo said. Facebook users are three to four times more likely to click on a video than a static ad, the company has found.

Read more: http://www.autonews.com/article/20121029/RETAIL07/310299951#ixzz2BP…

via Facebook is Making Free Marketing on Pages Less Powerful – Automotive Digital Marketing Professional Community.

Enhanced by Zemanta

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.

AutoCon 2012 Upgraded Fall Conference Facilities To Meet Demand – Aria Wins Bid – Automotive Professionals

AutoCon 2012 Upgraded Fall Conference Facilities To Meet Demand – Aria Wins Bid

Carrie and the entire AutoConnections Conference Team have been working at a feverish pitch over the last 48 hours on a mission of finding a bigger and better venue.  Many thanks to the sponsors and dealers who have enrolled over the past week and provided us with the revenue to upgrade the AutoCon 2012 venue to the fabulous $2 Billion facilities at City Center Las Vegas and the Aria Hotel.  With the upgraded general session auditorium and state of the art stage, AutoCon will now be able to handle well over 500 attendees.  This is VERY BIG NEWS and I could not be prouder or more thrilled with Carrie’s superb management of the upgraded facilities negotiation.

The rooms at Aria where AutoCon 2012 attendees will be staying are AT LEAST twice as nice as those at the much older Mirage property… And thanks to Carrie’s negotiation skills, AutoCon attendees will be staying at the Aria for less than half the cost this property normally receives! A nicer hotel at a room rate less than most other conferences is yet another reason to attend AutoCon 2012 and gain the most significant strategic insights and competitive advantages in the auto industry.

via Automotive Digital Marketing Professional Community

3 Tips For Driving In-Market Customers to Your Facebook Page – Reduce Fan Acquisition Cost

Three Tips For Driving In-Market Customers to Your Facebook Page

Facebook Fan Acquisition Strategy: Many thanks to Josh Vajda for creating this 3 minute tutorial showcasing 3 proven methods for driving in-market customers to a car dealer’s Facebook Fan page.  Kudos to Josh for clearly citing the concept behind Facebook “Fan Acquisition Cost” (FAC) as a clear and easy to understand social media marketing and advertising performance metric.  When it comes to Facebook, Fan Acquisition Cost is one of the most important criteria to consider when evaluating the effectiveness of your social media marketing strategy. Use the link provided to watch Josh’s video…

via Automotive Digital Marketing Professional Community.

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 network

Grainger Honda

Just another WordPress.com site

My Blog

Just another WordPress.com site

%d bloggers like this: