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

  • Are We at a Cross Roads with our Auto Sales Staff?

    Even if you don’t believe, as I do, that high sales staff turnover is the number one issue facing the auto industry today; we certainly can agree it is right at the top of the list. There is not one positive thing that happens at our dealerships as a result of high turnover, and the benefits of low sales turnover are so obvious that I don’t need to list them.   High sales turnover has completely undermined training efforts. It creates the mental attitude amongst many managers to not bother training at all because they won’t be here in 6 months or others take the salmon going upstream approach; if they survive then we will invest some time into them.   Meanwhile over the past 10 years our customers have become more and more acclimated to the Internet and are gobbling up as much information as they can on product and price prior to coming into our dealerships. By most accounts 75-90% of our customers have done most of their selection process before they ever step on our lots....Read post

  • Are Service Customers Defecting Due to Trust and Price Transparency?

    A recently released white paper based on a collaborative study between Cars.com and GFK, reported that consumers are leaving dealership service in favor of independents due to a lack of trust and price transparency. The lack of price transparency in parts and service are cited as key reasons that consumer perception leans towards independent automotive service providers. According to the white paper study, these can be overcome through better digital marketing. The white paper suggests that dealers should put a greater focus on increasing the digital presence of their parts and service departments and also promote their superior technicians and parts and labor warranties. I have no doubt that dealerships should increase their fixed ops digital marketing to counteract the traction independent and major chains have achieved in their marketing efforts as the study suggests. However, the recent 2014 J.D. Power U.S. Customer Service Index Study that I wrote about last week, reported that...Read post

  • Marketing to Millennials: The Data

    Here’s how it goes down: Millennials will just look up your business on their phone and read the reviews. A 2013 Dimensional Research Survey found that 90% of consumers are influenced by seeing positive online testimonials, while 86% were influenced by negative ones. Read post

  • Mobile Apps Continue to Dominate the Mobile Web

    As a whole, the adoption of mobile devices continues at a staggering pace. The average consumer is now spending 18.9 hours per week on a mobile device. As apps have gained traction, brands have already established new priorities for how their mobile marketing strategy is structured. Mobile web, mobile paid search, mobile retargeting, paid app installs, mobile social marketing, and mobile messaging now function as gateways to an app install. More and more brands are utilizing these advertising channels to encourage an app install. This is not a minor advertising push. Brands are using strong tactics to promote app installs. The goal of these marketing efforts? Be present on the consumer’s mobile device. Being present on the smartphone now means apps. Read post

  • Want to Move More Metal? Make Contact with Your Leads Quickly

    Last week we introduced this month's blog topic, the Top 5 Best Practices for Following Up on leads at your dealership. Today, let's take a look at the #1 Best Practice, "Make Contact Quickly."Read post

  • Is Facebook set to launch a Mobile Ad Network?

    If the rumors prove true, this would mean that the social networking company with over a billion users is going to leverage, as only they are able, their large collection of user data. Facebook users, by interacting on its platform, actually keep the company updated to some extent on changes regarding what they like and may purchase. That kind of insight is very appealing from a marketing perspective.Read post

  • Why Work Harder For Less?

    Why Work Harder For Less? On this week's Think Tank Tuesday: ✓ Learn how to identify your clients ✓ Find out what you need to be spending time on ✓ Determine key mistakes in your sales process Read post

  • Automotive Management Training: Recycling Your Perspective

    No matter your experience or wisdom, recycle your thinking to the time you were a seedling. Stay green and let yourself grow!Read post