Community

Share your automotive expertise

2 Write a Blog Post

Filed in: None

By JD Rucker on Feb 9, 2010

nada-logoAs was posted on one of the official NADA Blogs, the convention will be a social media "tipping point" for many. Dealers are ready to make the jump into Web 2.0 and what better venue to learn and choose a social media partner than in a place where EVERYONE is selling social media services? While it's a good idea to take advantage of what the NADA Convention presents as a place where everyone who has services will be pitching them, be warned: there are good ways and bad ways of engaging in social media, and both sides will be represented at NADA. Believe it or not, it isn't easy. As simple and straight-forward as social media as an entity is, there are pitfalls that dealers must avoid. Here are a few of them:
  • Mass Account Creation without Management - There are benefits to creating dozens, even hundreds of social media profiles to help cross-link and generate strong search engine reputation management potential, but there are also times when this can be a detriment. Stagnant accounts can be viewed poorly by engaged members and therefore cause negative responses for the dealers. If you can't handle the accounts (or worse, attempt to automate posts) you can do more harm than good.
  • AutoFeeds of Inventory and Specials - In the car business, we are so used to marketing and advertising by getting our names and vehicles out to as many people as possible. In social media, particularly on Facebook and Twitter, feeding inventory or specials as status updates is the easiest way to be labeled as a spammer. It's about conversation, engagement, and connections. Having a tab that has your inventory available on Facebook is fine, but feeding the items directly into status updates or wall posts will not only give you a bad reputation and make you lose fans and followers, it can even get you banned form the sites in extreme cases.
  • Cross-Platform Content - There's a right way and a wrong way to post content across multiple social media sites. Posting the exact same content on all of them is the wrong way. Here's a brief example of the right way: shoot a video testimonial and post it to YouTube, then embed the video on your blog with a few paragraphs about the experience, then post the blog onto your Facebook fan page describing what it's about, then post the blog, video, and Facebook update on Twitter at 3 different times. It sounds like a lot of work, but it's really only 15-30 minutes if done with the right tools, the right way.
  • Training vs Management - This is a personal decision each dealer must make. Do you want a service that manages your social media completely, one that trains you how to manage your own social media, or a hybrid that helps you manage your social media while giving you the freedom to do it all yourself sometimes while knowing that it will be taken care of if you're not available. Companies should offer variations of each - one size does not fit all in automotive social media.
There are other things to watch out for, but those are the biggies. I will be available for questions and consultation at the NADA exhibit hall in room W102A (one level down from the expo floor). We are holding social media workshops there with our partners at KPA. These are STRICTLY INFORMATIONAL - no pitching or discussion of products will happen during the workshops. For a complete schedule of our events, please check out the NADA Expo events calendar.

You must be logged in to comment

Login Create an account

Add your comments:

   

JD Rucker's Recent Posts

Related Posts

  • Dealer Service & Loyalty Boost Highlights Importance of Customer Experience

    The recently released J.D. Power 2014 U.S. Customer Service Index Study produced some interesting, and very promising, results. The report concluded that customer satisfaction with dealer service has increased across the board with overall CSI increasing from an average score of 846 to 855 in luxury brands, and from 789 to 797 in mass-market brands. The study noted some especially impactful trends when it came to customers that have complimentary or prepaid maintenance programs. In mass-market brands, where complimentary maintenance programs are less common, the study found that buyers of prepaid maintenance jumped from 15% to 46% over the past 5 years. The study shows that customers are gravitating towards the convenience of worry-free maintenance costs. According to Chris Sutton, senior director of the U.S. Automotive Retail Practice at J.D. Power, “Maintenance packages – whether they’re complimentary or paid for by the owners – create a long-term relationship between the ...Read post

  • DEALERSLINK® V4 LAUNCH DATE SET

    ~FOR IMMEDIATE RELEASE (April 15, 2014) - Broomfield, CO. DealersLink®, the nation’s premier dealer-to-dealer pre-owned car market and inventory management solutions company, will release Version 4 of its platform on April 28th.   “We’re excited about V4, because it’s taking the most powerful tool available for acquiring quality retail-ready inventory, and making the experience even better for our users, not to mention faster and more profitable,” said DealersLink® VP of Sales Travis Wise.   DealersLink’s® V4 platform features a new user interface that is faster, more intuitive and has more robust capabilities, with a focus on mobile users. Upgrades include: Faster loading pages and improved search engine. New alerting system for streamlined communications on trading activity. Mobile trading desk and mobile DealersLink® site for transaction capability from any device, from laptops, to tablets and smart phones. Export Pro™: more powerful, more streamlined inven...Read post

  • DEALERSLINK® LAUNCHES V4

    ~FOR IMMEDIATE RELEASE (April 15, 2014) - Broomfield, CO. DealersLink®, the nation’s premier dealer-to-dealer pre-owned car market and inventory management solutions company, will release Version 4 of its platform on April 28th. “We’re excited about V4, because it’s taking the most powerful tool available for acquiring quality retail-ready inventory, and making the experience even better for our users, not to mention faster and more profitable,” said DealersLink® VP of Sales Travis Wise. DealersLink’s® V4 platform features a new user interface that is faster, more intuitive and has more robust capabilities, with a focus on mobile users. Upgrades include: Faster loading pages and improved search engine. New alerting system for streamlined communications on trading activity. Mobile trading desk and mobile DealersLink® site for transaction capability from any device, from laptops, to tablets and smart phones. Export Pro™: more powerful, more streamlined inventory man...Read post

  • Improve Your Results with these Top 5 Best Practices for Following Up

    New month, new blog series. This is a topic that is near and dear to our hearts -- following up on leads. Sure, we deliver car buyers to you, but we that's as far as we can take it. Then we have to put these consumers into your capable hands and let your sales process take over from there. (Any sales rep will tell you that this is where the real magic happens.) We've come a long way from our humble beginnings as 1-800-CAR-LOAN in 1989, and during that time we've collected some recommendations for best practices that will give you, our dealer partner, the best results.Read post

  • Want the REAL Reasons Women Buy from their Salesperson?

    Welcome to Women’s Wednesday! Dealers who “get it” know that the key distinction in optimizing sales to women is having exceptional sales advisors who offer exceptional service. But what does that really look like? Women tell us directly through our car dealer review platform what works for them when interacting with a sales agent. Below are their top 5 reasons for buying a car from them: Trust 52.3% Being Respectful 52.1% Likeable 47.8% Knowledgeable 45.6% Understanding 40.6% These percentages add up to more than 100% because reviewers can submit multiple answers. NOTE: Coming in at 34% was the ‘price of the vehicle’. It is important, but ranks 6th overall. Clearly, connection and relationship are pivotal, outranking price. Trust: Women buy from those they trust. It’s essential to build trust – that rapport can take just a matter of minutes to create. The best way to build trust is to provide valuable and relevant information, quality guidance and advice. Be h...Read post

  • Top 5 Best Practices when posting to eBay classifieds

    With any new product and marketplace there’s a learning curve and we’ve recently gained more knowledge about what it takes to manage the “art” of posting to eBay classifieds. We want to share the Top 5 Best Practices we’ve learned over the last few weeks with you...Read post

  • New Research: 1 in 6 Car Buyers Skips Test-Drive; Nearly Half Visit Just One (Or No) Dealership Prior to Purchase

    DMEautomotive study provides fresh evidence that dealership avoidance is a new car buying “normal” DAYTONA BEACH, Fla. – April 15, 2014 – It may be the second most expensive purchase of most people’s lives, but new research from DMEautomotive (DMEa) reveals that a growing number of Americans are bypassing test-drives – and making strikingly few visits to dealerships – in their car-buying process.   The latest survey of roughly 2,000 automotive consumers1 found that, before purchasing, 16% took no test-drive, and 33% test-drove only one car. And more than two-thirds (68%) reported that they visited only two dealerships or fewer before buying - with 40% visiting only one dealer.   The survey also measured consumer trust of dealer salespeople, and the results were sobering: only 21% claimed they perceive them as “trustworthy,” a lower trust rating than reported for lawyers, mortgage brokers and insurance salespeople.   “This avoidance of physical dealerships ...Read post

  • Gubagoo’s Fast-Growing Chat and ‘Total Engagement’ Solution for Dealer Websites Goes Mobile

    Dealerships can now track – and precisely target – the 40% of their site traffic that comes through smartphones and tablets; 1,100 dealers using Gubagoo report even higher chat-to-lead rates on mobile (74%) than on desktops   West Palm Beach, FL–April 15, 2014 – Gubagoo announced today that its behavioral analytics-based chat and website engagement platform for dealer websites is now fully optimized for mobile. This means that, for the first time, dealerships can track and then relevantly target – through chat and personalized offers and inventory display – every single visitor that hits their website via a smartphone or tablet.   With an estimated 30-40% of dealer site traffic now coming through mobile devices,[1] Gubagoo is the first solution to serve up the right chats, offers and inventory to on-the-go, mobile car shoppers. And it keeps them right on the dealership’s mobile site, unlike other solutions that force the consumer onto another page, breaking continu...Read post