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Why Do Some Customers Avoid Your Dealership’s Facebook Page? – Automotive Digital Marketing Professional Community

Why Do Some Customers Avoid Your Dealership’s Facebook Page?

Frequency of Posts, Unwanted Contact Discourage Car Dealer Likes On Facebook

Social media users who don’t like Car Dealers on Facebook are primarily deterred by newsfeed clutter (47%), while many don’t want to be contacted (36%) or are concerned about their privacy (30%), finds Lab42 in September 2012 survey results.

 

Clutter was also the culprit for unliking Car Dealers: among the 73% who have done so, dealerships posting too frequently was the top reason why. March 2012 survey results from Chadwick Martin Bailey (CMB) and Constanct Contact similarly found that over-communication was a leading turnoff for Facebook likers.

 

Deals Drive Likes More Than Loyalty

Overall, the Lab42 study finds that 87% of the social media users surveyed like business pages on Facebook. When asked their biggest motivator for doing so, these respondents cited promotions and discounts most often (34%), followed by free giveaways (21%). Loyalty and brand trust were cited by 14% and 11% respectively. 77% of respondents who liked brands reported having saved money as a result of their likes.

 

Still, 46% have liked a business from which they had no intention of buying. Asked why, 52% of this segment reported having liked the business for a free item, while 46% said they couldn’t afford the products, and 24% that they liked the business to help out a friend.

 

Even so, most social media users appear to truly wish to connect with businesses and dealerships via Facebook. Of those who like businesses, 82% believe that Facebook is a good place to interact with those businesses. 3 in 4 feel more connected to the business or dealership on Facebook, and 35% feel that the businesses listen to them on Facebook. This preference for engagement on Facebook is supported by June results from an Allstate/National Journal survey, which found that 64% of social media users want to see an increase in companies using social media to respond to customer questions and c….

 

Embarrassment Discourages Likes

The Lab42 survey also finds that some product categories discourage likes. 22% of respondents reported having been too embarrassed to like a certain brand, most often in the categories of adult novelties, weight loss products and health and wellness products.

 

The results reveal that the leading ways by which businesses can get non-likers to like them on Facebook are through more giveaways; posting less often; and letting consumers hide the fact that they like the brand.

 

But, car dealers may see little value from that engagement, particularly from young social network users. April 2012 survey results from a group of professors showed that almost 7 in 10 Millennials who like a business on Facebook rarely o…, while a February 2012 report from Ehrenberg-Bass Institute revealed that just 1% of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands.

 

About The Data: The Lab42 data is derived from a survey of 1000 social media users.

 

Source: http://www.marketingcharts.com/wp/direct/frequency-of-posts-unwante…

 

Your Experience: What has been your experience in connecting with dealership customers and automotive consumers on Facebook?

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

Facebook Growth; Will It Continue? – Automotive Digital Marketing Professional Community

Facebook Growth; Will It Continue?

What are your thoughts about this topic… Is Facebook becoming more relevant to automotive marketing professionals, or less? Is it staying the same? Are other options within the Social Web presenting viable alternatives to Facebook for automotive and social media marketers? Use the link provided to read the article, see the charts and images, and post your commentary…

Facebook Wall in Menlo Park

via Automotive Digital Marketing Professional Community.

All Automotive Marketers Must Learn To Become Better Publishers

All Automotive Marketers Are Publishers; Learn How To Do It Well!

Time have changed, and automotive consumer expectations have changed dramatically over the past five years… Picking up the Police Chief’s messaging delivery tool of choice, the Bullhorn, and shouting out your message as loud as possible not only does not work any more, it projects a perception of your dealership that is most likely not a desirable one.

 

via Automotive Digital Marketing Professional Community.

Using Social Media Tools for Employee Communications – Automotive Digital Marketing Professional Community (ADM)

There’s no doubt in anyone’s mind that every company must have a website to
communicate with its external audiences. Why, then, is there still uncertainty about intranets for internal
audiences? This was the question tackled by William Amurgis, manager of internal communication at
American Electric Power (AEP), one of the largest US electric utilities, when he spoke last week at the
2010 IABC World Conference in Toronto.

via Using Social Media Tools for Employee Communications – Automotive Digital Marketing Professional Community (ADM).

Is Lone Star Chevrolet the Best Chevy Dealer in Texas? – Chevy Community

Is Lone Star Chevrolet the Best Chevy Dealer in Texas? – Chevy Community.

via Is Lone Star Chevrolet the Best Chevy Dealer in Texas? – Chevy Community.

Automotive Avenues of Denver Publishes Hand Written Customer Testimonials

The Automotive Avenues Customer Testimonials are from “Comment Cards” used at time of delivery, and then scanned for display on the Automotive Avenues Community site as images in their Original Hand-Written Format. This is an automated slide show that appears on top of a column full of Automotive Avenues customer reviews and ratings direct from DealerRater.com.

Automotive Social Media Marketing Wins Over Another Skeptic

I just finished reading “Social Media Gold: Ratings & Reviews” by Lance Loveday and was struck by his article’s conclusions, which correlate highly with several observations I have made about Social Media Marketing. Since early 2008 I have been saying that once you build your “Social Media Infrastructure”, which in my case is generally a hub and spoke design, you then must work diligently at Reputation Management… Why? Because as I have been showing dealers for over 2 years, the consumer ratings and reviews when managed properly will drive more actual business, faster and more effectively than any other component of social media marketing.

In his article, Lance describes seeing the presentation embedded below at a conference… What really caught Lance Loveday’s attention were the eye-opening statistics on just how effective ratings and reviews are. He was so positively impressed he took notes, which Lance claims is something he rarely does.

Here are the notes that Lance posted on his blog:
• NetShops research showed that products with reviews had 26% higher sales
• Letting users sort results by user ratings helped PetCo increase sales 41%
• Products with reviews generally have a lower return rate
• Bass Pro Shops indicated that users who viewed Top Rated products had a 59% higher conversion rate
• Including ratings & reviews in emails had a huge lift in email CTR
• Items with ratings on internal SERPs got a 100%+ higher CTR than those that didn’t
• Better SEO is a side benefit of incorporating reviews (more keyword-rich copy on the page)

In his article, Lance goes on to say that he can believe in results such as increased sales and higher web site conversion rates… From what I can tell, the presentation was some sort of epiphany for Lance which brought around another non-believer to see that social media is worth the effort. Actually, in my opinion unless you build the entire system out the way I have seen it done by a handful of dealers, even the ratings and reviews aspect of Reputation Management is pretty tough to drive business from… The key is to amplify the positive reviews so they are 100x as widely shown and seen than the negative reviews… But, to explain how that works is getting too far into the secret sauce of what I have been working on diligently for two years! If you are going to NADA, please be sure to attend my NADA workshops in the ADP conference room at the convention center so you can see exactly how all the pieces fit together. In the meantime, check out this slide show:

Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews
Ralph recommends for car dealers: Slides 38-44, 90-93

Lance Sees Social Media SEO Impact

One of the last treasures that Lance Loveday stumbled across is the significant SEO impact that a properly executed Social Media marketing strategy delivers… Like so many others that get blinded by the dazzle of search engine results, Lance was forced to reassess his opinion of social media marketing when he realized the SERP impact that it generates as a byproduct. Lance also found out the when user ratings and reviews are part of a web site’s actual structure, they receive better organic rankings… This of course leads to what? More traffic (doh!). Lance does go on to admit that a lot of the SEO impact is intuitive (thank God) and simply makes a lot of sense. If a dealer has more social media profiles and account pages with relevant content, photos, videos and consumer reviews and ratings, well it stands to reason that searches for related topics may turn up more than one of these pages… It all seems quite annoying to me that people actually have to have the SEO thing pointed out to them. This is what makes me think there is always something smelly about anyone who asks for money to improve a dealer’s SEO results… It is the sites and the content, stupid, not some black magic witchcraft… That’s what drives the search engines… If you got more web sites with more good stuff that people find interesting, you get better search engine results.

Is there a science and methodology that can be used to emphasize or make your websites rank better? Sure there is… But more than half of what drives SERP rank originates from WHAT HAPPENS ON OTHER WEBSITES, BECAUSE YOUR SITE IS NOT CREDIBLE! It stands to reason that if you have created dealership accounts and profiles that are properly populated and proactively managed in accordance with the stated purpose of each of these social media sites, that those profile pages will get ranked (can I get another Doh!). Want proof? Go to the ADM Members section and start copying member names from their profiles, then open another tab in your browser, go to Google and search for those names… Uh huh… See what I mean? The ADM Community is just another social media site and it is relatively tiny compared to thousands of others that have more than an automotive professional focus. Yet, the biggest complaint I get is from members who cannot understand why their ADM Profile page ranks higher than their dealer’s website which also has all their information listed within it. That’s because social media sites are popular and when people search and find a social media profile page, they tend to click on it more than they do car dealer website pages, by a factor of several million to one! Do you still think your dealership should stay away from Facebook, YouTube, Twitter and the thousands of other social media sites? If you do, let me know who you are so I can send you my proposal to sell a very pretty bridge that goes to Brooklyn, NY… Chump!

As Loveday points out; “a page with more content will likely outrank a page with less.” (f&%$ing brilliant). Loveday goes on to state his opinion that “pages containing ratings and reviews make better linkbait”. Now why would that be? Common sense tells you that it is the same reason why people like to read movie reviews, or listen to the Republicans respond to a Democratic politician’s speech… As humans, we love to see what other people like ourselves think about, and are willing to write or say about somebody else, their work or their products.

So like many other posts on ADM have told you for the past two years… Get proactive and start driving reviews and ratings from your happiest and most loyal customers. Then, the real question is this; Do you have more HAPPY and SATISFIED customers than the ones you manage to piss off? because the angry ones will find a way to spread that poisonous negative word of mouth… As a car dealership you must be proactive and effectively remind, encourage and remind your happiest customers (repeatedly) to send their surveys back to the OEM… Ooops, excuse me, I meant go to your ratings and reviews web page of choice and submit a top-box rating with a nice description of why they are giving your dealership that top box rating. Personally, I prefer DealerRater.com, but there are at least 3 others that get indexed by Google.

Social Media Company Policy Creation and Editing Tool

Social Media Company Policy Creation Tool

The Social Media Policy Tool is a company guidelines and employee policy document generator that simplifies the process of creating a company policy.  The tool allows you to create a policy using guidelines that respect the rights of your employees while protecting your company’s brand and reputation online.*

The web based software is very easy to use.  A streamlined process simply requires you to answer a brief questionnaire and fill in a few text fields.  The output generated provides you with a complete Social Media Policy document customized to your company’s needs.

Automotive Digital Marketing Professionals

If you are a marketing or sales professional in the automotive industry, please visit and join the Automotive Digital Marketing Professional Community.  The URL can be reached using a shortened format at http://ADM.fm .

Automotive Social Media Marketing

If you are a social media marketing professional working with, or in the automotive industry, please visit and join the Automotive Social Media Marketing Network.  The URL can be reached using a shortened format at http://AutomotiveSocial.com

The Social Media Policy Tool has been developed by rtraction in collaboration with Harrison Pensa lawyer David R. Canton, one of North America’s leading authorities in internet and technology related legal issues.

www.AutomotiveDigitalMarketing.com

Dealership Advertising Budgets Should Include Automotive Social Media Marketing

With the rapidly emerging predominance of User Generated Content (UGC) activity on Social Networks, photo and video hosting sites, and various types of blogs as a percentage of total consumer online activity, it would seem to be only a matter of time before car dealers realize the necessity of creating online dealership communities made up of members who contribute to site content, dialogue and the exchange of information and assets. Despite the low cost, and even no cost access to various Web 2.0 User Generated Content sites and resources that all dealers have access to, there are costs involved to do it right, and there is a lot of time consuming work to get it right. Let’s face it, nobody works for free and neither do people asked to get a dealership social marketing strategy off the ground and put into place… And then there is maintenance. The fact is, conventional old school advertising campaigns don’t engage people any more, they just interrupt whatever customers are doing and at most, if done really right, they entertain customers. By approaching the tactical implementation of a social marketing strategy with a relatively small monthly budget, dealers can:
1. Have a dedicated URL that enhances SEO for their Dealership Community
2. Remove advertising on their Community site and use the space for their own ads
3. Enroll in a Dealer Review program and use filtered content widgets and RSS feeds for Reputation Management
4. Sponsor various contests and awards to encourage customers to actively participate in the dealer’s community
5. Use Search Advertising to attract customers and drive dealership community enrollment
7. Sponsor various events and club activities that are announced on the dealer’s community site

From what I have seen so far, the most successful dealership UGC communities will attract and engage a healthy mix of existing dealership customers, dealership employees, dealership suppliers, OEM field staff and prospective dealership customers from various sources of traffic. I will use this article to display a list of dealership community sites that I believe best represent this emerging form of online customer relationship and reputation management. As time goes on, my intent is to keep this article updated with the addition of more dealership Web 2.0 UGC community sites as they are created and I find out about them.

Find more videos like this on Automotive Digital Marketing Professional Community (ADM)

Check out the following dealership created online UGC communities based on Web 2.0 site platforms… The recently created Automotive Avenues Dealership Community was was built by an ADP Digital Advertising team Marketing Analyst, Tom DiSanto:

1. Ford-Community.com
2. SandersonCommunity.com
3. San-Tan-Ford.com
4. TysingerCommunity.ning.com
5. Beck Toyota Scion Community at BeckToyota.ning.com
6. The Upstate Honda Enthusiast Community – Breakaway Honda; Greenville, SC
7. The Boston Cadillac Community created by ADM Professional Chris Fousek
8. My Jeep Community at MyJeepCommunity.com from Westbury Jeep in Westbury, NY
9. The Boston Honda Community at HondaGallery.ning.com created for Honda Gallery of North Reading, MA.
10. The Acton Toyota Community is a great example of getting dealership employees to participate.
11. ADM’s very own Amy Rothenberger has created an exceptionally well designed Mazda Community site.
12. A new Online Automotive Community at www.FordCommunity.com is from Rich Ford of Albuquerque.
13. Check out www.MyDubSpace.com created by ADM’s own Ken Nix!
14. Check out the 7 Store Kenny Ross Auto Group Community at www.KennyRossCommunity.com which is set up with all the optional Ning Premium Services including ownership of the Advertising space and revenue stream.
15. Gallery Honda in North Reading, MA: www.Boston-Honda.com
16. Gallery BMW stores of Norwood and Norwell, MA: www.Boston-BMW.com
17. Gallery Volkswagen of Norwood, MA: www.Boston-Volkswagen.com
18. Gallery Mazda of Norwood, MA; www.Boston-Mazda.com
19. The Automotive Avenues Credit Union affiliated dealership in Denver, CO; www.Automotive-Avenues.com
20. The Ancira Auto Group in San Antonio, TX is one of the most successful dealer groups in America to embrace Social Media Marketing and Reputation Management, in addition to over 100 social network profiles and blogs, their core online community is at www.AnciraCommunity.com with over 200 active employees participating!

Non-Animated Versions of Advertisements used by Automotive Avenues to Drive Community Enrollment:

MyDubSpace.com is an online social network of new and classic Volkswagen, Owners and Enthusiasts.


The Tysinger Auto Group Community in Virginia Beach, VA

The Tysinger Community site is very impressive. Richard set it up for his dealership’s customers, employees and suppliers… There are so few people that really understand the value in creating an online dealership community when it is not just to sell, sell, sell today! I know that Tysinger’s customers, the dealership employees and the suppliers that the Tysinger stores use will appreciate the work on Richard’s part.

It would be great if Richard would publish on ADM anything that he sees or notices in regards to making a dealership Web 2.0 type site work or not work… I will participate as much as I can, and will be sure to let anyone in Tysinger’s area know about their dealership community, and their efforts at carving out a new customer relationship development and management model…

For the SandersonCommunity.com site, I downloaded about 10,000 names and email addresses from their ILM, then uploaded them into the Ning invite system and sent them out… If I had to do it over again, I would have broken up those 10,000 emails into 10 separate files and spaced out the invitations at 1,000 per week for 10 weeks.

The Ford-Community.com site is one of the better examples I have yet seen of a dealer leveraging the power of DealerRater.com’s customer review data feed that pushes positive reviews to dealer designated websites… Perfect for the Web 2.0/UGC applications such as a dealer community built on the Ning platform.

Other great examples of Reputation Management by Car Dealers using DealerRater.com Certified Dealer Tools within their community site include the New York metro based Westbury Jeep’s www.MyJeepCommunity.com and the Automotive Avenues Credit Union vehicle sales dealership in Denver at www.Automotive-Avenues.com

Wendell Dossett is an active ADM Professional who has created an online community for his dealership’s customers, employees and suppliers. The Beck Toyota Scion Community is one of many newer dealership sponsored communities and holds a ton of promise, especially given the social networking characteristics of the typical Scion owner… We are looking forward to hearing from Wendell about what works and what doesn’t with this new genre of dealership website.

To learn more about the Automotive Social Marketing and Reputation Management Solutions from the ADP Digital Marketing Team please complete the online form available by clicking on the image below:



THIS ARTICLE WILL BE UPDATED PERIODICALLY WITH ADDITIONAL DEALER COMMUNITY WEB 2.0 SITES ADDED TO THE LIST ABOVE

Find more videos like this on Automotive Digital Marketing Professional Community (ADM)


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