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.
- How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers (mpiworldclass.com)
- MySpace users threaten to sue after years of blogs deleted (telegraph.co.uk)
- MySpace Punishes Its Few Remaining Friends By Vanishing Their Blogs (techcrunch.com)
- No space for over-30s as relaunched MySpace erases its past (independent.co.uk)
- George Zimmerman’s MySpace Page Resurfaces With Racist Comments (kysdc.com)
- Does the New MySpace Ad Pass the ‘Alien Test’? (adrants.com)
- I *Love* The New MySpace (shkspr.mobi)
- How MySpace Totally Blew It’s Big Relaunch (hypebot.com)
- In a Rush to Modernize, MySpace Destroyed More History (activehistory.ca)
- Joining MySpace in 2013 is Like Getting Back With Your Lame Ex [VIDEO] (giantlife.com)
Posted in Automotive, Automotive Digital Marketing, Automotive Professionals, Automotive Social, Automotive Social Marketing, Content Marketing, Millennials, MySpace, Reputation Management, Social Marketing, Social Media Advertising, Social Media Marketing, Strategy, Suppliers
Tags: Advertising, Article Marketing, AutoCon, Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Blog, Business, Facebook, Google, Justin Timberlake, Market share, Marketing, Marketing Campaigns, MySpace, Social Marketing, Social Media, Social Media Marketing, Social Media Strategy, Social network, Social networking service, United States
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
- Automotive Digital Marketing – Spread the Word – Automotive Digital Marketing Professional Community
- Will Car Dealers Leverage Social Media Advertising for Competitive Advantage in 2013?
- Official Facebook Best Practices Guide for Car Dealers – Automotive Digital Marketing Professional Community
- Friends and Family Online Most Trusted Source for Vehicle Selection and Car Buying Guidance – Automotive Digital Marketing Professional Community
- Half of American Car Buyers Engage with Companies on Social Networks – What about Dealers and their Employees?
- Loyalty Advocacy Influence Report
- SOCIALDEALER Now Supports Google Page Management – Automotive Digital Marketing Professional Community
- Official Facebook Best Practices Guide for Car Dealers
- Schedule an ELEAD1ONE Demo at NADA 2013 in Orlando – Proud Sponsor of the ADM Professional Community
- Reputation Management Webinar – Matt Muilenburg – Automotive Digital Marketing Professional Community
Tags: Article Marketing, Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Car Dealers, Communication, Content Marketing, Digital Marketing, Facebook, Facebook Page, Fan Acquisition Cost, Internet marketing, Marketing, Marketing Campaigns, Marketing strategy, Publishing, Social Marketing, Social Media, Social Media Marketing, Social Media Strategy, Social network, Social networking service
Automotive Dealers Get in your Facebook
Stores post ads directly on site’s 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.
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.
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.
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 email@example.com. — Follow David on and
Posted in Automotive, Automotive Digital Marketing, Automotive News, Automotive Professionals, Automotive Social, Automotive Social Marketing, Facebook, Honda Dealer, Social Marketing, Social Media Marketing
Tags: Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Car Dealers, Digital Marketing, Facebook, Facebook Page, Fan Acquisition Cost, Marketing, Marketing Campaigns, Richard Bustillo, Social Marketing, Social Media, Social Media 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?
Tags: Article Marketing, Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Marketing, Marketing Campaigns, Publishing, Social Marketing, Social Media, Social Media Marketing, Social Media Strategy
Best Social Media Marketing Campaigns for Car DealersInvesting in Your Community Will Boost Your Sales
- 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
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
- 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
- Whom should your brand follow on Twitter?
As companies take to Twitter, they have to decide whom to follow — and it’s best to cast a wide net, writes Rupal Parekh. Counterintuitively, it’s often best to make a point of following your direct competitors: It may raise eyebrows, but it’s the best way to keep tabs on what your rivals are up to. Advertising Age (tiered subscription model)
- 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
- Do you see social-media marketing as an art or a science?
Both 67.13% Art 13.49% Neither 12.80% Science 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.
[Sent from Ralph Paglia’s iPhone]
Director – Digital Marketing
ADP Dealer Services
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