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Jared Hamilton
From: Jared Hamilton
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Chris Theisen

Chris Theisen Director of Digital Communications

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Where are your social postings driving traffic to?

Im starting to see (thanks to advanced searches) more and more local dealers in Indianapolis post updates to their FB pages and tweet about something OEM centric. Most of them are centered around some award an OEM has won, a new marketing program the OEM is pushing or a video. While some of these are pulled via RSS from non OEM and non dealer sites (mind boggling) most of them at least go back to an OEM branded video on YouTube or a Motor Trend type article. While this is a step in the right direction compared with dealers that just post inventory updates and annoy the few people that are listening, it still misses the boat big time.

While one of your goals socially should be to get conversation going about your products and brand (more on that later) one of your other goals is to drive traffic and leads. Posting RSS feed content and OEM branded stuff is great for conversation but absolutely horrible for driving traffic and leads through web entities that you own or have control over. Why on earth would you take the time to build and engage a community only to drive them to the Chevrolet YouTube page? Thats like the locally owned cell phone store that happens to sell Sprint based cell phones driving business to Sprint.com Doesnt make much sense does it?

Car dealers do it ALL the time. I understand wanting to piggy back on the content and marketing of your OEMs, it makes complete sense. How is the easiest way to do this and not drive traffic away from you? Blogging. Repurpose their content into a quick and easy blog post such as this one I did on the new Chevy Cruze Guys Night Out video. It took me a half hour total to do the post and shove it out on our social channels. Also note I didnt auto post it out using a feed system or auto post from the blogging platform. I posted it on our FB page and tagged the Chevy Cruze account. I linked to it with a tweet that included this text "Guys now that you are growing up, or are grown up, have you ever done this before?" Brings in more clicks than Chevy Cruze Guys Night Out video right? Dont have a video? Take that Motor Trend truck of the year article and use snippets and quotes from it wrapped around your keywords and content. 

Moral of the story is this; you are on the right track but......If you are going to take the time to link your FB and Twitter account, setup feeds, read OEM blogs and watch OEM videos please take the time to undo all of that and use the content properly. Your community, and your bosses, will thank you. 

 

P.S. As I stated earlier here is the more on your branding part. Your brand is your dealership not what OEM vehicles you have. If you sell Chevy post some Chevy stuff but let people know you have used cars and service and and and. By just auto pushing OEM content you brand yourself as the Chevy store, not the place to go whenever someone needs a car regardless of make and model. 

Eric Miltsch
@Chris - Nice overview on the usage of the OEM content. I'm not part of this world being used only, interesting nonetheless. [Also - FYI, You only run the risk of Google penalizing you for duplicate content when credit/links aren't pointed back to the original source.]
Jeff Cryder
@Eric - Google doesn't technically "penalize" you, it just passes you over without much consideration. But you pointed out something very important DO NOT duplicate content, repurpose it. Meaning put it in your own words, don't copy and paste.
Chris Theisen
Thanks Eric. It can be used in your world as well. Try and avoid linking to any 3rd party info. If you can repurpose it in any way do it. If its worth you sharing to your customers and online community its probably worth you taking the time to send the traffic to you.
Chris Theisen
Bingo Jeff. I see some (but not many) people do that, scrape info verbatim from other sites and wrap it in their site. Pretty much pointless.
Jared Hamilton
Small rant, but in my opinion this post strikes at the core stumbling block so many dealerships are facing. Most dealerships are not yet willing to go out on a limb and create new job roles and pay plans that compensate the appropriate activities that drive success today. Most stores pay ISMs on a commission focused or commission only plan which is not going to provide the stability to that individual for them to spend their time creating quality content and posting it properly (links etc) The default solution is to pay a provider, but frankly so few dealers are monitoring their outsourced solutions that many of the post from the outsourced solutions are junk. (not all, but many) Your miles ahead of the average store Chirs and Jeff... Its cool to see. Who inside your dealerships are taking the responsibility to create and post the content. What other job responsibilities does this person have? Does this person have oversight in all marketing? Do they work with all dealership departments? Another thought: Why are the OEMs not making it easier for dealers to get a hold of, and share unique content? Why are we not seeing more OEM effort to connect their social efforts with the dealers. (now I can really rant... perhaps its another post for another time.)

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