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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.

TrueCar Sponsors Ten Full Ride AutoCon 2013 Scholarships – AutoConnections Conference and Exposition

 

AutoCon 2013 Announces a Special Program Sponsored by TrueCar to Award Ten “Full Ride Scholarships” for Dealership Managers to Attend AutoCon 2013*

Automotive Media Partners, LLC is proud to announce the creation of a “Full Ride Scholarship*” program sponsored by TrueCar of Santa Monica, California.  TrueCar’s pioneering sponsorship of this program provides the funds to cover the costs of transportation to and from Las Vegas, lodging at the Aria Resort and full AutoCon conference registration. 

One of the most surprising aspects of TrueCar’s sponsorship is that the company has funded ten (10) AutoCon “Full Ride Scholarships*”.  Ten automotive professionals will receive the educational, networking, inspiration and innovation benefits from attending the 2013 AutoConnections Conference and Exposition at no out of pocket expense for travel, meals during the event or conference fees to themselves or their dealerships. 

  

The TrueCar AutoCon Scholarship Program is further evidence of the remarkable transformation that has taken place at TrueCar since the beginning of 2012. After receiving a remarkable level of criticism within the auto industry during the second half of 2011, TrueCar has evolved and revised their automotive purchasing programs for consumers and affiliated corporations to be far more dealer friendly.  TrueCar’s objectives supported by these changes have included raising dealer profit margins to levels that provide more room for dealers to cover facility costs and the staffing levels needed to properly service new vehicle buyers sent to them by TrueCar.   


TrueCar understands and recognizes the need for ongoing training and thought leadership within the ranks of the retail automotive industry. 

Their management team has decided that one of the best ways to demonstrate this commitment to betterment of the industry is to commit the funds necessary to support independent dealer focused educational events such as AutoCon 2013. 

 

TrueCar executives Bernie Brenner and Mike Timmons approached the founders of the Automotive Digital Marketing and dealerElite professional communities, Ralph Paglia, Chris Saraceno and Mike Myers because these online networks have served as “Ground Zero” for some of the industry’s harshest criticism of TrueCar in the recent past.  

Surprising for a company as large as TrueCar is, their management team has reviewed the criticism published by members of the ADM and DealerELITE networks and taken corrective actions, changed their business models and worked with State dealer associations to create vehicle purchase programs that make sense for participating dealers. 

How will the TrueCar AutoCon Scholarships be Awarded?

TrueCar has asked that the AutoConnections Conference Management Team take full control and responsibility for ensuring that the 10 Full Ride Scholarships be awarded based on merit and need.  Criteria will include a wide geographic representation by selecting automotive professionals from every region in North America.  Another consideration will be to award scholarships to professionals who represent a diverse range of vehicle brands and positions within the dealerships they serve.  

Written TrueCar Scholarship Application

The application process will be a simple online application that includes all the expected contact information, a description of the applicant’s role in the dealership where they work and space for them to describe in their own words why they should be awarded a TrueCar AutoCon Scholarship to attend the AutoConnections Conference and Exposition in Las Vegas from September 4th to the 6th

Video TrueCar Scholarship Application

If you are better at explaining your reasons why you should be selected for a scholarship in a verbal manner, the AutoCon 2013 TrueCar scholarship committee will also be pleased to accept your proposal in a video format. Simply explain why you should be selected in a YouTube video that is either uploaded or embedded to either AutomotiveDigitalMarketing.com or dealerELITE.net.

Please be sure to include the link to that video in your scholarship application where you write out your explanation of why YOU should be selected to receive a “Full Ride Scholarship”.

The AutoCon Scholarship Selection Committee is comprised of Ralph Paglia, Chris Saraceno, Mike Myers, Carrie Hemphill and Brian Pasch.  As applicants are being considered they will be contacted by a committee member and interviewed via phone and email.  Final selections will be made by committee vote and the awardees notified by email and phone.

AutoCon 2013 Scholarship Selection Committee

  • Ralph Paglia
  • Chris Saraceno
  • Mike Myers
  • Carrie Hemphill
  • Brian Pasch 

                                                    

Applications for TrueCar AutoCon Scholarships will be accepted starting Monday July 1, 2013 and award selections will begin Monday August 5, 2013.

AutoCon 2013 Sponsored by TrueCar

AutoCon 2013 Sponsored by TrueCar

With 10 TrueCar AutoCon Scholarships being awarded, the odds of being selected are probably better than any other similar program in the auto industry… So, do not hesitate to apply and encourage other automotive professionals to do so!  All of us who are stakeholders in the AutoCon event are thrilled with the investment being made by TrueCar to support what we believe is the best event in the auto industry.  The TrueCar sponsorship of AutoCon 2013 and the Full Ride Scholarship Program is appreciated and respected. 

In the past, TrueCar was a company that received an enormous amount of criticism, much of which has been emotionally charged and at times, crossed the boundaries of decency and professional behavior.  Many other companies faced with similar criticism and public ridicule would have released a barrage of legal actions to defend themselves.  TrueCar has consistently taken the high road and responded to their critics with program changes and by sending their senior executives to major auto industry events and meetings. 

 

The TrueCar sponsorship of AutoCon is further proof that this company is led by professionals who want to be valuable contributors to the overall success of the auto industry.

 

On behalf of the AutoCon team and the 10 auto industry professionals who will receive the benefit of these scholarship awards, a sincere thank you to TrueCar is extended.

Apply for a TrueCar AutoCon Scholarship online at http://AutoCon2013.com

    

*PLEASE NOTE: “Full Ride Scholarship” is the brand name for this category of award and is owned by Automotive Media Partners, LLC.  All “Full Ride Scholarships” associated with an AMP promoted event with include a travel stipend that reimburses the scholarship recipient for airfare expense submitted up to a maximum dollar amount. Recipients will also receive lodging for the nights of the conference itself. Any room charges authorized by the scholarship recipient, or incidental expenses are the responsibility of the scholarship recipient. Also included are the conference fees for registering and attending the event, which will usually include scheduled breakfasts and lunches that all event participants receive. It is important for scholarship recipients to understand that ANY expenses outside of airfare to and from the event, hotel lodging and conference registration fees are NOT INCLUDED in our version of a “Full Ride Scholarship”.  Furthermore, we strongly advise all scholarship recipients to travel with a valid major credit card and two forms of government issued ID. Adequate cash should be brought by scholarship recipients to cover meals outside of those scheduled on the conference agenda, local transportation and miscellaneous expenses… After all, you will be in Las Vegas and “Cash-In-Fist” is strongly advised!

   

via 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.

Facebook Changes Are Relevant To Auto Industry Marketing Professionals

Facebook Changes Are Relevant To Auto Industry Marketing Professionals

 

Automotive Marketers Must Follow Facebook Changes and Learn to Optimize their Pages and Content Posts


Timeline, Sponsored Stories and other updated offerings will lead to different strategies within the Facebook network

With every adjustment or alteration Facebook makes, automotive marketers who rely on the platform must adapt as well, according to a new eMarketer report, “Facebook Marketing: Reaching Customers in a Changing Environment.”

Facebook has introduced several new marketing tools in the past year, including the Timeline format for brand pages; Sponsored Stories, Reach Generator and other advertising offerings that incorporate regular posts; and metrics that go beyond counting fans, incorporating reach, sharing and engagement into measurements.

Many of these updates improve on Facebook’s free tools. But auto industry marketing practitioners beware: Subtle changes behind the scenes mean that car 

dealers and OEM’s will need to incorporate paid advertising in the mix if they want to get much traction using Facebook’s free services. This is critical for many dealership marketers to understand, since 83% of all companies with at least 100 employees will use Facebook for marketing this year, eMarketer estimates. By 2014, that will rise to nearly nine in 10.

As Facebook has rolled Timeline out to all brand pages, it has meant a de-emphasis on tabs, which used to let brands choose their own landing page for Facebook users. In addition, Facebook’s inclusion of ads in the newsfeed that seamlessly fit into organic content on the site are not solely an opportunity for paid media. In fact, in early 2012, during the Facebook Marketing Conference, the company said that when a brand posts an update to Facebook, only 16% of its fans actually see the content. This is largely due to Facebook’s Edgerank algorithm, which determines what status updates, posts and comments are shown on users’ newsfeeds. The algorithm chokes back the amount of brand content users see as a way to manage the increasing content being posted to Facebook. So, while getting more fans to comment and engage with the post will increase its reach, the easiest way to win higher visibility is now, of course, by paying to integrate posts into the feed.

For marketers looking to keep their visibility and engagement high with Facebook users, the new ad formats require planning and integration between advertising and social media management teams.

 

“It’s starting with a good page post, a good strategy, and then figuring out how to amplify that and drive persuasion with it,” said Grady Burnett, vice president of global marketing solutions at Facebook. “Paid and earned, when used together, perform best.”


The full report, “Facebook Marketing: Reaching Customers in a Changing Environment,” also answers these key questions:

  • How are the changes to Facebook affecting marketers’ strategies for the social network?
  • How are consumers responding to the new elements and the evolving marketing tactics on Facebook?
  • As Facebook matures as a website, is its relationship with brands and marketers advancing or regressing?

This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.


Read more at www.emarketer.com

via Automotive Digital Marketing Professional Community.

Social Media Now Most Effective Google SEO Strategy for Car Dealers – Automotive Marketing

Social Media Now Most Effective Google SEO Strategy for Car Dealers

Social Signals Highest Correlating Factors with Google Rankings for Automotive Websites

Within the US, among 22 ranking factors identified, social signals account for 5 of the 6 most highly correlated with Google search results, according to a June 2012 study from Searchmetrics. Presenting the correlations using Spearman’s rank correlation coefficient, the study shows that Facebook shares (0.37) have the highest correlation, followed by number of backlinks (0.36). Other high-ranking factors include Facebook comments (0.33) and likes (0.3), and Tweets (0.25).

 

A number of factors display a negative correlation with Google rankings for automotive related websites, including title character length (-0.04) and the position of title keywords (-0.05).

 

According to a BrightEdge survey released in January 2012, 84% of search marketers say social signals such as likes, tweets, a… will be either more important (53%) or much more important (31%) to their SEO this year as compared to 2011.

 

Backlinks Still Work

Backlinks continue to be one of the most critical factors affecting rankings for car dealer and automotive related websites, according to the Searchmetrics report. The number of backlinks ranks just behind Facebook shares as the most highly-correlated factor. Additionally, other backlink factors also positively correlate, such as the proportion of nofollow links (0.15) and the proportion of links containing keywords (0.10).

 

Ads Can Hinder Results

Further results from the report indicate that too much advertising by a car dealer, dealer association or an OEM can be a dampener on search ranking success. The advertising factors studied all returned a negative correlation: AdLinks; AdSense; and AdSense Blocks each had a correlation coefficient of -0.04. Even so, the report notes that the correlation value for Adlinks includes AdSense, and separating out AdSense, which has a negative correlation, yields a better result for Adlinks. Basically, not including AdSense code for Google Adwords to insert advertising on your automotive related website seems to have a positive correlation with ranking on that site’s SERP.

 

Also, Searchmetrics indicates that this result needs to be monitored, as these factors only appear to be relevant in the top 10 results and because AdSense tends to feature more often on poorly ranking sites than those with better rankings.

 

Other Findings:

  • Strong automotive brands rank in the top 5 even without perfectly conforming on-page structures, adding weight to the presumption of brand power in search rankings.
  • Keywords in automotive domain names correlate much more strongly with high rankings than keywords in the rest of the URL.
  • Image count does not appear to be much of a factor, with a correlation coefficient of just 0.04.

 

About the Data: The report cautions that correlation does not equate to causation, and these results do not in any way guarantee that the factors have an effect on rankings or are even used by Google as signals.

 

For its dataset, Searchmetrics selected an extremely large keyword set of 10,000 search terms from Google.com U.S. Searchmetrics did not just include the top 10,000 search terms according to search volume, since they contain a disproportionately high number of brand keywords which might have distorted the assessment of many other key factors. Instead the reference dataset includes a mix of different keywords with, if not the largest, then at least generally high search volumes. Around 1 in 10 are keywords that were identified as navigation-oriented according to Searchmetrics logic; the rest are a mix of keywords from a variety of CPC areas to best cover transactional (higher CPC) and information oriented (lower CPC) searches as well as the hybrids in between.

 

The assessment was limited to organic searches – AdWords, Universal Search OneBoxes, 2 to 7 packs, sitelinks, iGoogle integrations etc. were not included. The analysis’ 10,000 analyzed keywords lead to: 30,000 SERPs with 300,000 titles, descriptions and URLs. The ranking sites’ content included: 14.68 GB in data; 92,672 AdSense blocks; 338,562,612 Facebook comments; 3.04 billion shares; and 8.1 billion likes.

 

Source: www.marketingcharts.com

Register for AutoCon 2012 today at http://AutoCon2012.com

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

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