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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.

How To Create Your Dealership’s First LinkedIn Advertising Campaign

How To Create Your Dealership’s First LinkedIn Advertising Campaign

Getting Started with LinkedIn Advertising for Your Dealership

Most people working in management position at dealerships and dealer groups have figured out that LinkedIn is a remarkably effective tool for networking with business owners and auto industry professionals that may be a good fit for open positions at your dealership. But what about using LinkedIn for marketing your dealership’s new and used vehicles, service department, parts and accessories? More and more automotive marketers are turning to LinkedIn to promote their dealership’s products, services, and published content.

You and your car dealership have more power at your disposal with LinkedIn than you might realize. LinkedIn has a powerful advertising campaign creation and management platform. If you’re using Google Adwords or any PPC advertising to power your dealership’s presence on Facebook, Twitter and Google Search, consider adding LinkedIn to that list, too. If you’re new to the LinkedIn advertising app, you can reference thisADM blog post, which walks you through each of the app’s required steps to set up your dealership’s own user targeted LinkedIn advertising campaign.

I also want to thank the great social marketing professionals at Hubspot for the primary substance of this post which was originally published on the Hubspot Blog by Amanda Sibley. Hubspot also offers a highly informative eBook which provides a great resource for the how’s and why’s of advertising on LinkedIn. I recommend that all ADM Professionals download this eBook, print it out and keep as a useful reference document.

How To Set Up Your Dealership’s LinkedIn Ad Campaign

Step 1: Create a New Ad Campaign

To start creating a LinkedIn ad campaign, go to https://www.linkedin.com/ads/. Once in the ads platform, select New Ad Campaign and Start New.

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You will want to choose a name for your ad campaign that ‘s unique and relates to the campaign you’re running, for easier identification if you start running multiple ad campaigns. 

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These are only visible internally, so the more informative the name is, the better.  For example, if I was doing a test to determine what demographic targeting was the best for a particular vehicle model line, I may call one campaign:

“Ford Edge Ad Test-North America -24 to 48-female”

When I look at this name, I know exactly who I am targeting, without having to click into this campaign. A bad name for this campaign, however, would be:

“Ford Edge test 1”

By calling it “Test 1” I have no way of knowing who I am targeting by just looking at the name of the campaigns.

Step 2: Select Your Language

You can now choose what language you want your ad to be in. LinkedIn will not translate your ad into other languages, but it can be written in any of the languages LinkedIn supports, including Spanish, French, and German.

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Step 3: Choose Your Media Type

Next, choose between LinkedIn’s two media types, which include a basic text ad, and a video ad. Keep in mind videos must be 30 seconds or less.

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Step 4: Write Your Ad Copy

Now you’re ready to start writing the copy for your ad! First, decide where you want people to be directed after clicking on your ad. You can send people to a specific external web page, such as a landing page for an offer on your dealership’s website, or you can send them to a page on LinkedIn about your dealership, such as your business page or a group discussion about your dealership, specific models or events.

 describe the image

Ad Headline: The headline of your ad cannot be more than 25 characters.

Ad Body: The body of a LinkedIn ad can be up to 75 characters long. The copy of your ad should be relevant both to the person viewing the ad, and the offer or page to which you’re sending them. For best results, create a different ad for each buyer persona you have, and tweak the copy accordingly. For example, when promoting a book to college professors, putting the words “College Professor’s Guide to …” may generate a higher clickthrough rate (CTR) than generic, untargeted copy. I mean, that copy certainly wouldn’t perform as well if it was viewed by elementary school teachers, right?

Call-to-Action (CTA): Having an actionable CTA within your ad copy will also help you improve your ad’s clickthrough rate. Tell people to “Download your ebook now!” or “Click now for free samples!” instead of writing compelling ad copy (great!) devoid of actionable copy that tells the reader what to do next (not so great).

Value: Incorporate your value proposition into your ad copy, making people more likely to click on your offer. If you tell them, “20% off your first purchase,” or “Clearance sale ends today, shop now!” you’re letting people know what specifically they can gain from clicking on your ad right now.

Don’t be afraid to test our your ad copy, either. You can create up to 15 variations of your ad in each campaign, and all variations of your ads within one campaign will be seen by the same people. These variations allow you to test different images and copy within your ads to find what works best for your audience.

Step 5: Target Your Ad

Targeting who sees your ad to a very specific and relevant group of LinkedIn users can help increase conversions — more relevant, more clicks. LinkedIn lets you target by location, company, job title, school, skills, group, gender, and age.

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Location: You must select as least one location for your ads. Depending on your dealership’s franchises, more specific targeting may be helpful. You can select a location as broad as North America, and as specific as the San Francisco Bay Area. So if you’re trying to grow used vehicle sales in Hartford Connecticut, showing your ad to people in Los Angeles, California would be a waste of money. You can also take advantage of this targeting option to conquest sales outside of your traditional markets close to the dealership. You can also tailor your ad copy to specific locations. For instance, Ford dealerships may do well advertising specialty vehicles such as a Shelby GT500 Cobra Mustang to the entire Northeastern part of the United States, but should create ads that seek to sell the more commonly available Fusion to LinkedIn users in their local metro market.

Company: If your target audience works at a specific company, you’re able to target them directly — even by name. You don’t need to have specific names in mind, though; LinkedIn allows you to also target companies based on categories, like Legal, Non-Profit, or Finance.

Job Title: If your model line being promoted or service department offers are best for Presidents, VP’s, General Managers and CFOs, targeting only people that have “CFO”, “President”, etc. in their title will increase your conversions, and ultimately save money for your advertising budget. You can choose specific job titles, or chose from job functions and seniority. From the CEO of manufacturing companies, to the entry level associates at an accounting firm, you can target a specific group of people for your LinkedIn ads.

School: If you are looking to target people who have a particular educational background, you can target your ads based on schools. If you know a lot of your prospects and customers come from a certain school, try reaching out to them through LinkedIn ads.

Skills: Your target audience may have a certain skill set — email marketing, financial planning, risk management — think about what your target audience is good at, and try targeting people on LinkedIn with similar skills.

Group: One of LinkedIn’s best attributes is the groups that like-minded professionals join to discuss industry trends and topics. If your audience is very vocal on a topic, or you’re trying to gain thought leadership in a certain area, this advertising type may be a good option for you.

Gender and Age: If your audience is heavily skewed toward one gender and/or age group, target your advertising toward them.

Step 6: Choose Your Payment Method

After selecting your targeting options, you can set up the payment method that works best for you. The two options you have for any pay-per-click advertising are 1) cost per click (CPC), or 2) pay per 1,000 impressions (CPM). If you pay per click, you will be charged each time someone clicks on your ad. LinkedIn will suggest a bid range depending on your budget and the competition for your ads; the more advertisers bidding on a similar campaign, the higher your bid will need to be. This bid is the maximum you will be charged. If the current rate is lower than your max bid, you will only be charged the current rate. If you choose to pay per thousand impressions, you will be charged a certain amount each time your ad is shown to one thousand people on LinkedIn.

Deciding what form of payment to use and the best maximum bid can be tricky. When deciding between CPC and CPM, think first about your end goal. Are you trying to get as many people as possible to see your ad to help with, say, a branding campaign? If so, CPM may be the way to go. If you’re trying to get more people to click on your ads to drive traffic to your website, or generate new leads, CPC may be better for you.

When thinking about an optimal maximum bid, some trial and error is needed. LinkedIn will give you a suggested bid, which is a good place to start. Then, think about when your audience is most likely online. You may want to bid higher during this time to be sure that your ads are the ones being seen. There are also certain times of day, and days of the week, that have a higher average bid based on usage and industry. Play around with your bids and see when you get the most return for your dollars spent.

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Step 7: Set a Daily Budget

Set a daily budget for what works best for your company’s marketing budget. Before putting a lot of money into one campaign, first test out the success of each campaign and ad variation — you don’t want to put $1,000 into an ad that ends up not resonating with your target audience.

Let’s say you’re the VP of Marketing at floral shop. You assume the majority of your target market is brides, so you direct your ads on LinkedIn to bridal groups. After spending thousands of dollars, you only generated 10% of the leads you were hoping for. After doing some research, you found that the people near your store and on LinkedIn are actually looking for flowers for corporate events. Wouldn’t it have been nice to know that before spending a large amount of your budget on LinkedIn ads?

LinkedIn ads can be really successful for targeting niche markets. Because of their extensive targeting opportunities, almost any industry can find success on LinkedIn. Don’t be afraird to test things out. If something is going well, put a larger budget toward it, and watch the leads come in!

Step 8: Decide on Lead Collection

LinkedIn now provides you with the option to collect leads on your behalf. This new feature allows people to ask for more information or to be contacted by your company via a checkbox at the end of your ad. You will be notified by email when someone has asked for more information, allowing you to promptly respond and hopefully turn those leads into customers. Keep in mind, however, that the only way you can contact them is via LinkedIn InMail; you will not receive an email address or phone number with which to contact this person.

linkedin ad

Finally, you can choose if you want your campaign to be shown continuously, or until a certain date.

LinkedIn Ad Reporting

Now you’re ready to start your first LinkedIn ad campaign! You can track your progress in the LinkedIn ads platform home screen. Here you will be able to see a graph mapping your clicks, spend, CTR, and more over set periods of time. You can also see statistics and average CPC for each campaign to make educated decisions as to how to optimize each campaign. For all PPC ads, the CTR will be a very small number. On LinkedIn, a good benchmark for a CTR is around .03% or higher.

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If you have campaigns that are under-performing, there are several things you can do to optimize them. First, click into the campaign you want to look at so you can drill down into data on only one campaign. All ad variations of this campaign will appear, with separate data. 

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Look at the CTR of each ad. Is one variation performing better than another? If so, you may want to pause the less successful campaign. LinkedIn will begin to show your less successful campaigns less frequently, so putting more resources into your most successful ad variations and campaigns will help you reach your marketing goals.

Post-Click Reporting

Now that you have LinkedIn ads running that people are clicking on, it’s time to determine whether they’re actually driving qualified traffic to your website. That isn’t something LinkedIn can tell you — you need to do some closed-loop reporting on these campaigns to see who this traffic really “is.” After someone clicks on your ad and lands on your site’s web page, put the content you are offering behind a form. On this form, ask people important questions that help you qualify them as a good lead or not. This lead capture form should be connected to your customer relationship management (CRM) software so that once the lead’s information is in your CRM, your sales team can act upon these leads, and hopefully turn them into customers!

After launching several ad campaigns on LinkedIn, look at the landing page form data in your CRM. Is the traffic to your website generated by LinkedIn ads qualified? Is it generating customers? If not, you may want to optimize your campaigns. For instance, if your LinkedIn ads are targeting people in companies sized 1-10, but you find that the majority of the closed deals in your company are from leads with company sized 100-200, stop targeting those smaller companies on LinkedIn! Because of awesome targeting capabilities on LinkedIn, you can target companies that have 100-200 employees, which may increase the number of closed sales from your LinkedIn ads campaign.

Image credit: clasesdeperiodismo

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by Ralph Paglia

https://plus.google.com/105088448406697577568/posts

via Automotive Digital Marketing Professional Community

LinkedIn Poll on 2013 Dealer Area Focus

LinkedIn Poll on 2013 Dealer Area Focus (Photo credit: DigitalRalph)

Will Car Dealers Leverage Social Media Advertising for Competitive Advantage in 2013?

Will Car Dealers Leverage Social Media Advertising for Competitive Advantage in 2013?

Car Dealers: Social Media Matters When Seeking Your Competitive Advantage in Local Markets

In 2012, more than 1.4 billion people around the world used social networks, up 19% from 2011. But although the worldwide social network audience is enormous, it is by no means unified. Within the North American automotive marketing landscape social media based advertising continues to mature and develop capabilities that are simply unavailable in other media channels. As social networking giants such as Facebook, LinkedIn, Twitter, YouTube, Google+ and others grow and develop increased business engagement models, their ability to attract marketing and advertising investments from the automotive industry grows.

The chart shown below shows five years of social media based advertising spend with fairly steady growth. I predict a faster rate of growth going into 2014 as the targeting, messaging and creative engagement models provided by social networks continue rapid development and increased effectiveness in achieving automotive marketing objectives.

 

US Online Social Network Advertising Spend from 2008 to 2013*:

  • $1.175 billion (2008)
  • $1.295 billion (2009)
  • $1.335 billion (2010)
  • $1.420 billion (2011)
  • $1.515 billion (2012)
  • $1.640 billion (2013)

Social Network Advertising Spend increases from another perspective*: 

*Data source: eMarketer

ADM Professional Community members have access to all the data and insights we publish about social media. You can learn more about social network usage around the world below, but you can learn a lot more by visiting the ADM Professional Community daily. Complete the “Sign Up” form on the upper right of every ADM page to submit a membership application and start the conversation with experienced automotive marketers and people selling more cars using strategies and their tactics within the social media universe.

Usage patterns are highly developed and predictable in some regions, and unstable and changing rapidly in others. And while many people use Facebook, not all social network users do. Facebook has shown many users how to get their most satisfying results from time spent online, this has driven an increased familiarity with online social media in general, and a cottage industry of social networks specializing in specific subject matters. Homegrown social networks, especially those seeking consumers, enthusiasts and influencers in automotive niches will play a larger role over time in most major markets in both the USA and Canada.

Countries such as India and Indonesia are rapidly becoming major usage centers for social networking, particularly via mobile phones, and will each see their user bases grow more than 50% in 2012. This phenomenon, combined with Facebook’s staggering growth in the region, mean that in 2012, the Asia-Pacific region will, for the first time, be home to more Facebook users than North America is. As North American automotive consumers have become more accustomed and skilled at using social networks via their introduction through Facebook, many of them have ventured outside of the social media behemoth to participate in User Generated Content (UGC) sites, specialized blogs and forums, as well as other networks.

In more mature markets like the USA and Canada, automotive marketers are looking to use the social media presences they have already established to deliver relevant content to fans. Social networks are making it easier for businesses, especially car dealers to broadcast changing incentives and promotional offers that create the deals which drive both sales and service recommendations across a wider network of users in real time with improved location and mobile targeting.

With Facebook’s New Ads Manager and the growing maturation of the platform comes an increasing effectiveness for their paid advertising models.  

This in turn enables car dealers to leverage user profile based targeting that delivers the right message to the right automotive consumer at the exact right time. More and more North American car dealers are using the growing platform maturity and advertiser responsiveness at Facebook for a competitive advantage over their neighboring dealership competition which has ignored Facebook’s emerging capabilities.

Data Sources: eMarketer, Facebook and MarketingCharts.com 

via Automotive Digital Marketing Professional Community

facebook

facebook (Photo credit: sitmonkeysupreme)

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)

Automotive News Interviews Richard Bustillo: “Dealers Get In Your Facebook”

Automotive 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.

 —Automotive News  

Thought Leadership

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.

Rick Case Honda in 2012 has sold 4,238 new Hondas through Oct. 23, the third most of any Honda store nationally, the dealership said.

The knock on Facebook, from a marketer’s standpoint, is that although the huge social media site has been useful for automakers to promote brand awareness, it has been nearly irrelevant in the shopping process.

As recently as May, Dataium, a consulting company that monitors online vehicle shopping behavior, found that of 20 million visitors to dealership Web sites, just 120 arrived there directly from a Facebook link. Of that microscopic number, only a handful left contact information to become sales leads, Dataium found.

On the other hand, automakers have been building huge banks of friends and sending them soft sells, such as sponsored stories, that talk about topics such as the environment without a direct pitch for vehicle sales. Jeep, for instance, has more than 2 million Facebook fans.

Viral Advantages

In an interview last week, Doug Frisbie, Facebook’s head of automotive global marketing, said Facebook attained the technical capability to put ads on Facebook users’ news feeds in late January.

 

Ads placed there are more than eight times more likely than ads on the right side of a user’s Facebook page to prompt a reader to comment on the item or actively “like” it, Frisbie said. Facebook refers to a user’s interaction with an ad or item as “engagement.” And advertisers are seeing 10 times greater recall from news-feed ads than from static ads, he said.

Bustillo said he likes the news-feed ads because the dealership pays for them only when Facebook users click on them. That’s similar to Google paid search.

The ads also have the potential to go viral, Bustillo said. Each Facebook user has on average 130 friends, Facebook said. If a Facebook user shares an ad with friends, it has a multiplier effect of reaching people without additional cost to the dealership. The dealership pays for an ad only when the original audience clicks on it, Bustillo said.

Facebook declined to say how many dealerships or automakers have used the new capabilities to find their customers on Facebook or deliver ads to news feeds.

The company is watching for backlash from its users, accustomed to conversing relatively free of advertising, to having ads placed in their news feeds.

“We are carefully monitoring user engagement and sentiment,” Facebook COO Sheryl Sandberg said in an earnings call last week. “We look at how users are engaging on our platform, and as we’ve increased the number of ads and news feed we’ve been careful — carefully monitoring that engagement.”

Joe Castle, dealer principal of Castle Chevrolet in suburban Chicago, has matched about 8,000 people on his 14,000-person customer list with their Facebook addresses. In the past three weeks, he sent to their Facebook news feeds an offer for them to buy one oil change and get one free.

In the first two weeks, the campaign, which cost him about $500, generated about $12,000 in oil changes and other maintenance, Castle said. Castle Chevrolet pays Facebook about 60 cents when a customer targeted on Facebook clicks on the offer, he said. The store sold about 1,200 new vehicles in 2011.

“Facebook has really dialed it in,” said Castle, who also is founder of Socialdealer, a social media and reputation-management company for dealers.

Facebook’s features to target shoppers are evolving, Frisbie said. Within a month, Facebook expects to pilot a program with R.L. Polk & Co. that will allow automakers and dealerships to use Polk’s huge database of owners to identify sales prospects, he said.

“We’re talking about getting the right message at the right time in front of in-market shoppers,” Frisbie said.

Target Accord

Rick Case Honda expects to make heavy use of ads and video on Facebook news feeds next year to promote the redesigned 2013 Honda Accord sedan, Bustillo said.

The store is waiting to launch the campaign until early next year, though the 2013s are available now, to leave time for the store to clear 2012 models still in stock, he said.

When the campaign is rolled out, Bustillo said, he intends to shoot videos to potential customers through Facebook extolling the features of the sedan. Moreover, with the help of campaign consultant Tier10Marketing.com, the store will target Accord customers with equity in their cars so he can offer them a new Accord for the same or lower monthly payments, Bustillo said.  The targeting capability of Facebook makes it an economical media buy, he said.

Rick Case Honda spends about 20 percent of a $250,000 monthly advertising budget on digital advertising.Bustillo said he gets his best return on investment on the $2,000 a month that he spends on Facebook ads.

“I’m chomping at the bit to get started,” Bustillo said of the upcoming Accord campaign.

You can reach David Barkholz at dbarkholz@crain.com. — Follow David on Twitter and 

via Automotive News Interviews Richard Bustillo: “Dealers Get In Your Facebook” – Automotive Digital Marketing Professional Community.

Content Marketing Comprehensive Guidelines and Tactics for Car Dealers – Automotive Marketing

 

Recently, I was conducting research on the various rules around content marketing and the sharing of blog posts, videos, images and other online information resources across various media channels. While doing so, I came across two fascinatingly detailed and comprehensive articles that clearly lay out what car dealers must do to have effective content marketing strategies.

 

One of those two articles is: How Content Marketing Will Enhance Your Social Media and SEO Strategy published on the Teir10Lab blog site, and the other article is a treasure trove of details with links to complete articles describing exactly how to execute each item in the action list. This comprehensive guide is titled the “Content Marketing Codex” from Demian Farnworth at CopyBlogger.  

 

For many ADM members, this may be a little too much information and detail, but for those of you who are realizing how effective content marketing can be when it comes to attracting the very best customers a dealership can hope for, this is a high value guide to what needs to get done in order to optimize how well your dealership’s automotive content marketing strategy will work.

 

Each of the colorful and eye catching infographics/charts I’ve included in this ADM forum post can be clicked to view in full resolution.  The very first infographic at the top of this post is from Tier10 Marketing. I want to highly encourage you to read the Tier10 Marketing article on Content Marketing for Car Dealers written by Elizabeth Frey at http://tier10lab.com/2012/05/30/how-content-marketing-enhances-soci…

Just like the author says at the end; what (if anything) is missing from the Tier10 Marketing article referenced and this exhaustive and already detailed, linked and resourced guide re-posted on ADM? 

–Ralph Paglia

via Content Marketing Comprehensive Guidelines and Tactics for Car Dealers – Automotive Digital Marketing Professional Community.

Social Media Marketing Campaigns for Car Dealers

Best Social Media Marketing Campaigns for Car DealersInvesting in Your Community Will Boost Your Sales

Today’s Buzz
  • Where does Facebook stand on location?
    Facebook is reportedly preparing to launch a location-based service, perhaps at a Palo Alto news conference later today. Marketers will be watching to see whether Facebook’s offering is designed to allow brands to offer location-based promotions and ads or allow consumers to leave location-linked reviews for products and services. VentureBeat (8/17) , CIO/PC World (8/2010
msl_realtimead.jpg Request a Complimentary Social Media Analysis for Your Brand — Answer a few simple questions and receive a free report with a detailed assessment of your brand’s performance online. Also includes actionable recommendations to boost your brand’s visibility. Request your report here.
Ideas in Action
  • 20 greatest social-media campaigns of all time
    The best social-media campaigns have one thing in common: They’re fun. From “The Blair Witch Project” to the “Will It Blend?” campaign, experts say that campaigns take off when they combine interactivity with compelling entertainment. Forbes , Forbes
  • Results matter more than tools, marketers say
    Social-media marketers are relatively platform-agnostic and care more about the results their brands achieve than the specific tools and social networks they use to produce them, writes Dan Neely. That pragmatism is a sign of social media’s maturity, Neely argues. “This new focus is a function of digital’s arrival as a marketing tool, and social as an important and powerful marketing avenue. In short, success breeds interest in more success.” iMedia Connection
  • Report: Companies keep on blogging
    More than one in three companies have a blog used for communicating with their customers, according to an eMarketer report, and that figure will increase to 43% by 2012, the firm projects. Many companies also use Twitter and Facebook but find that blogging still has an important role to play. “Companies are finding that blogs fill a specific niche that other forms of social media do not,” said eMarketer analyst Paul Verna. eMarketer
  • How social media can help you through a product recall
    Social media isn’t just a tool for improving sales and building brand awareness — it can help you during difficult times, too, says Kelly Voelker of Graco. Voelker explains how Graco was able to use social tools to limit a product recall’s ability to damage the brand. Companies can use their followers to spread the word about important recall information without resorting to traditional media channels, she notes. SmartBrief/SmartBlog on Social Media
The Takeaway
  • Social media boosts corporate-intelligence efforts
    Companies are increasingly turning to social tools to boost their intelligence efforts, this article notes. Social-media messages can help defuse potentially damaging misinformation and can also be a great way to adjust your strategy to capitalize on your opponents’ missteps. Social Media Today
  • What business-to-business firms need to do to adapt to social media
    Once business-to-business companies take the plunge into social media, there are lots of small steps they can take to make the most of the available technologies. Claiming site-specific user names for your brand is worth doing even if you don’t flesh out your presence immediately, writes Kipp Bodnar, while getting started with content creation right away can give your campaign momentum. It’s also never too soon to start keeping an eye on the marketing data coming out of your social-media marketing efforts, Bodnar notes. HubSpot.com
SmartPulse
  • Do you see social-media marketing as an art or a science?
    Both 1.gif 67.13%
    Art 2.gif 13.49%
    Neither 3.gif 12.80%
    Science 4.gif 6.57%
  • Is social media an art or a science? Art and science may seem to be polar opposites — but most SmartBrief on Social Media readers say you need both disciplines to succeed at social-media marketing. But what were the folks who said it was neither talking about? Learn more over at SmartBlog on Social Media.
  • The conventional wisdom is that anyone can be a “social-media guru.” But does that work in practice? Is social-media marketing something anyone can do well?
vote.gif Yes, people can figure out social media all by themselves
vote.gif Yes, but it takes a certain amount of education and formal training to be great at social media
vote.gif No, it takes a certain kind of personality to excel at social media
vote.gif Not everyone can plan a social-media strategy, but anyone can execute one
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[Sent from Ralph Paglia’s iPhone]

Ralph Paglia
Director – Digital Marketing
ADP Dealer Services
cell: 505-301-6369
office: 480-421-5005
RPaglia
Ralph_Paglia
http://www.RalphPaglia.com
http://ADPdealerservices.com
http://www.ADPsocial.com
http://SocialAutoSales.com
http://ADM.fm

Recommended Ralph Links:
http://LinkedIn.com/in/RPaglia
http://Facebook.com/RPaglia
http://Twitter.com/RalphPaglia
http://YouTube.com/RalphPaglia
http://Slideshare.net/RalphPaglia
http://RalphPaglia.wordpress.com
http://RalphPaglia.tumblr.com
http://RalphPaglia.typepad.com
http://RalphPaglia.blogspot.com
http://RalphPaglia.livejournal.com
http://RalphPaglia.posterous.com
http://naymz.com/Ralph_Paglia
http://myspace.com/RalphPaglia

Recommended Automotive Links:
http://ADMPC.com
http://AutomotiveInternet.com
http://AutomotiveGenius.com
http://Car-Guy.com
http://AutomotiveSocial.com
http://FordCommunity.com
http://ToyotaCommunity.com
http://ChevyCommunity.com
http://KiaCommunity.com
http://MazdaCommunity.org
http://InternetSalesManagers.org
http://SocialMediaMarketing.BZ
http://DigitalDealerConference.org
http://www.SEMdealer.com
http://www.FLMdigital.com

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