ZMOT Auto
Social Media Tips – Sharing Facebook Posts
Many of us were taught as children that sharing is one of the best and most adult things a person could do. In the digital world, this goes double – and takes almost zero effort! Our social media tip today has to do with sharing Facebook posts and why it’s important.
It’s no secret that Facebook conducted it’s IPO in 2012. What this meant for businesses on their platform was that the fans of their pages would no longer be guaranteed to see their posts. For the widest reach possible, businesses would have to boost their posts and create Facebook ads – Facebook had become a pay-to-play advertising platform. However, since virality is an aspect of Facebook and the popularity of posts affects what is shown, sharing Facebook posts has become a way that fans of a business can help get that business’ message out there.
If you are an administrator of a Facebook page, you should notice that beneath your posts but above the Like/Comment/Share links is a count of how many people were reached. As more people share the posts that you put up, this number goes up exponentially! Therefore, it is a best practice for beginning posters to encourage their followers to share their content to help spread the word! Sharing Facebook posts helps the business expand it’s reach without having to spend additional dollars to fund advertising.
What are some ways you get your fans to share your advertising and increase your reach? Very interested!
ZMOT Auto
What is the Zero Moment of Truth?
Simply put, a Zero Moment of Truth buyer is one who is at the point of decision to buy a product or service. Discovering when this moment occurs and targeting the ZMOT buyer at the Zero Moment is a science – a combination of the right marketing message, and targeting of web search traffic patterns to maximize conversions (unique actions such as phone calls, web leads, and live chat) directly into a businesses’ website or telephone center.
The primary component of successfully targeting and converting a Zero Moment of Truth buyer is ensuring proper representation where ZMOT buyers search. Google search (both paid and organic) and social media are highly desirable targets. A strong YouTube presence also boosts awareness and drives leads. For car dealers, classified listings such as Craigslist and CertifiedCars.com deliver ZMOT automotive customers all the time!
The second part of uncovering Zero Moment of Truth buyers online is analyzing the current shopping and traffic patterns of your in-market ZMOT buyers. Deep funnel analysis of this pivotal data allows the enhancement, integration and alignment of a digital selling strategy which provides an increase in ROI.
How are you all capturing ZMOT Auto customers? It's kind of tough sometimes, right? Let me know in the comments below!
This article originally appeared on our ZMOT blog!
4 Comments
AutoStride
Traditional Media vs. Digital Media – It’s not an either / or decision! http://www.worlddealer.net/2013/08/traditional-media-vs-digital-media/
ZMOT Auto
What is the Zero Moment of Truth?
Simply put, a Zero Moment of Truth buyer is one who is at the point of decision to buy a product or service. Discovering when this moment occurs and targeting the ZMOT buyer at the Zero Moment is a science – a combination of the right marketing message, and targeting of web search traffic patterns to maximize conversions (unique actions such as phone calls, web leads, and live chat) directly into a businesses’ website or telephone center.
The primary component of successfully targeting and converting a Zero Moment of Truth buyer is ensuring proper representation where ZMOT buyers search. Google search (both paid and organic) and social media are highly desirable targets. A strong YouTube presence also boosts awareness and drives leads. For car dealers, classified listings such as Craigslist and CertifiedCars.com deliver ZMOT automotive customers all the time!
The second part of uncovering Zero Moment of Truth buyers online is analyzing the current shopping and traffic patterns of your in-market ZMOT buyers. Deep funnel analysis of this pivotal data allows the enhancement, integration and alignment of a digital selling strategy which provides an increase in ROI.
How are you all capturing ZMOT Auto customers? It's kind of tough sometimes, right? Let me know in the comments below!
This article originally appeared on our ZMOT blog!
4 Comments
AutoStride
Traditional Media vs. Digital Media – It’s not an either / or decision! http://www.worlddealer.net/2013/08/traditional-media-vs-digital-media/
ZMOT Auto
Inventory Photos – VDP Photo Ideas
It’s common knowledge that a bulk of the selling on a dealer’s website occurs on a vehicle display page (VDP). Inventory photos of the actual vehicle are an aspect of a VDP that many dealers fail to give enough credit. Many times, this is the main selling point of the entire VDP!
The first thing a dealer should do is look for stock photos in their website VDPs. These should be replaced with photos of the actual vehicle being sold as soon as possible. One does not need an expensive camera to take great inventory photos. Most modern cameras (including phone cameras) should suffice – provided the photos are all taken at uniform aspect ratios and in decent lighting.
The best VDPs have 10 or more photos of the vehicle. The main photo should show the best angle of the automobile, and could be a profile shot or a 3/4 shot of the driver’s side.
For dealers that are unsure of what other kinds of inventory photos to take, some options for exterior shots might include straight on, lower-up, and tightly zoomed shots of the front, rear and sides of the vehicle. Interior photos could be “entry” shots with the door open, unique elements such as a sunroof, door panel switches, model badges, owner’s manual, odometer, center console, trunk etc. Mechanical shots can include engine, wheel and spare tire shots.
What are some suggestions for photos besides what I have above? Let me know in the comments!
6 Comments
CBG Buick GMC, Inc.
Anthony, This is a great topic and one that lots of dealerships forget that can make the biggest difference. It shouldn't matter if it's new or used, they ALL need actual vehicle images. I always make sure the get shots getting the full exterior, then do shots of the interior with the seats in all possible positions. I honestly think it would be hilarious to take trunk shots with someone laying in them...Something to just shake the customer up and make your vehicles stand out.
Automotive Group
For anyone using Homenet. They have an android app called snaplot you should look at. By utilizing Samsung Galaxy Cameras, powered by Android™, the SnapLot app provides a simple-to-use image and live video capture solution. Photos and videos taken on the lot are wirelessly uploaded to Inventory Online (IOL) via Wi-Fi, decreasing time to market and increasing vehicle turn. https://www.homenetauto.com/products/snaplot.asp
ZMOT Auto
@Lauren Moses Thanks for checking it out, LOL "look at all the trunk space, roomy enough for up to 3 people!" @Chris K Leslie Interesting, never heard of that app before, I'll have to check it out!
Cardinale Automotive Group
Digital Merchandising! great share Anthony.
MidAtlantic Photography
Every dealer I have taken pictures for values the photos as #1 priority when it comes to getting interest / customers . As a Homenet user, you can send the images in soon after shooting them, however I find that most dealers have multiple sites working in tandem to get the final product of info, price, and photos to the website and other marketing sites published and by time the feed is published it is usually the next day no matter how fast they are uploaded. Besides , do you really want your images posted live before editing, previewing, weeding out the bad pics, putting them in consistent order?
ZMOT Auto
Inventory Photos – VDP Photo Ideas
It’s common knowledge that a bulk of the selling on a dealer’s website occurs on a vehicle display page (VDP). Inventory photos of the actual vehicle are an aspect of a VDP that many dealers fail to give enough credit. Many times, this is the main selling point of the entire VDP!
The first thing a dealer should do is look for stock photos in their website VDPs. These should be replaced with photos of the actual vehicle being sold as soon as possible. One does not need an expensive camera to take great inventory photos. Most modern cameras (including phone cameras) should suffice – provided the photos are all taken at uniform aspect ratios and in decent lighting.
The best VDPs have 10 or more photos of the vehicle. The main photo should show the best angle of the automobile, and could be a profile shot or a 3/4 shot of the driver’s side.
For dealers that are unsure of what other kinds of inventory photos to take, some options for exterior shots might include straight on, lower-up, and tightly zoomed shots of the front, rear and sides of the vehicle. Interior photos could be “entry” shots with the door open, unique elements such as a sunroof, door panel switches, model badges, owner’s manual, odometer, center console, trunk etc. Mechanical shots can include engine, wheel and spare tire shots.
What are some suggestions for photos besides what I have above? Let me know in the comments!
6 Comments
CBG Buick GMC, Inc.
Anthony, This is a great topic and one that lots of dealerships forget that can make the biggest difference. It shouldn't matter if it's new or used, they ALL need actual vehicle images. I always make sure the get shots getting the full exterior, then do shots of the interior with the seats in all possible positions. I honestly think it would be hilarious to take trunk shots with someone laying in them...Something to just shake the customer up and make your vehicles stand out.
Automotive Group
For anyone using Homenet. They have an android app called snaplot you should look at. By utilizing Samsung Galaxy Cameras, powered by Android™, the SnapLot app provides a simple-to-use image and live video capture solution. Photos and videos taken on the lot are wirelessly uploaded to Inventory Online (IOL) via Wi-Fi, decreasing time to market and increasing vehicle turn. https://www.homenetauto.com/products/snaplot.asp
ZMOT Auto
@Lauren Moses Thanks for checking it out, LOL "look at all the trunk space, roomy enough for up to 3 people!" @Chris K Leslie Interesting, never heard of that app before, I'll have to check it out!
Cardinale Automotive Group
Digital Merchandising! great share Anthony.
MidAtlantic Photography
Every dealer I have taken pictures for values the photos as #1 priority when it comes to getting interest / customers . As a Homenet user, you can send the images in soon after shooting them, however I find that most dealers have multiple sites working in tandem to get the final product of info, price, and photos to the website and other marketing sites published and by time the feed is published it is usually the next day no matter how fast they are uploaded. Besides , do you really want your images posted live before editing, previewing, weeding out the bad pics, putting them in consistent order?
8 Comments
Nathalie Godoy
ZMOT Auto
I am so glad you brought up this subject Anthony. Sharing posts is critical in social media and should be highly encouraged by business pages. I found that asking questions and encouraging fans to socially interact not only increases a post's reach but also allows people to make a casual connection with the business. Humanizing our brands is a great goal and one we should strive for. Thanks for the share!
Anthony Levine
ZMOT Auto
No problem - you are right on point with that, Nathalie~
Robert Karbaum
Kijiji, an eBay Company
You do realize that "sharing" on Facebook is pre-2007 right? Kinda old news.
Aaron Wyse
Toyota of Dothan
@Robert.. Despite being "Old School" there are many people that are still not doing much if anything with Facebook. and many people are still thinking it's all about business and post everything about the products or business and forget the important aspect.. The Individual.. The best posts are going to get people involved at a minimum of liking a given post, commenting on them, or best yet.. sharing a post from the dealerships page.
Anthony Levine
ZMOT Auto
@Robert - old school, yet surprisingly undervalued
C L
Automotive Group
Am I taking crazy pills or something? Facebook is the largest voluntary, non-religious organization in the history of the world. They are not dumb. Facebook organic reach for business pages is/has plummeting, and will drop even further because Facebook is a public company that has fiduciary responsibilities to their shareholders to maximize returns. Fundamentally, Facebook cares about THEIR business, not about YOUR business. As organic reach dropped from approximately 12% to 6% (and now often at 1%), Facebook’s stock price moved from nearly $50 to nearly $70, adding billions of dollars in market capitalization. Yes, Facebook encouraged businesses to build and reach audiences for “free” on their platform (until that free ride ended), and that should be no surprise whatsoever. Clear-eyed business observers have been raising the alarm about building your house on rented land for years, but Facebook has still been able to pull off the greatest Gillette scam ever (you give away the razor, and then sell the blades). Don't take my word for it. You can read that post right here. http://www.convinceandconvert.com/social-media-tools/this-chart-explains-the-reachpocalypse-and-why-facebook-is-laughing-all-the-way-to-the-bank/ So even if you do an amazing job sharing posts. Are you even going to hit 1% of your audience that already likes you? How much time are you going to dedicate to try and maintain that 1%? What I am getting at is that Robert is right your ideas are old school. They are not undervalued because they are not even valued at all. That isn't me being mean, it's the nature of the platform. What was once known as Edgerank does not exist any more. You'd be better off finding ways to get a budget and segmenting your audiences and to stop thinking that you have a dog in the "organic facebook reach" race and get on with it.
Anthony Levine
ZMOT Auto
@Chris K Leslie While true that you will not reach more than 20% of your business audience without some advertising, I've personally seen posts still take off organically because of post sharing. Think about all the posts you see coming down your feed with tons and tons of likes, comments and shares that don't say "promoted" on them. A well timed and well spread post can still work.
C L
Automotive Group
I'm going to go ahead and bow out of this one...