We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
So, now that we have all submersed ourselves within the social landscape, opened up a multitude of social network accounts and shared every last innocuous detail of our daily activities - what's next? We've progressed beyond connecting with our friends, familiar connections within our industry and creating fragmented lists of people.
I believe Social Discovery is one of those "what's next" opportunities. We now have the ability to connect with a massive layer of individuals based on the expanding social graph. We're connected friends of friends, by interests and most importantly by location.
I spent six years positioning myself within my dealership's respective markets as a "trusted car guy." Even though I wasn't necessarily selling vehicles directly, I was selling our brand and showing our salespeople how to improve their digital presence, build trust and connect with customers in new ways. Social Discovery is going to change the way these activities are accomplished.
One of the best examples of this concept is a new app called Highlight. Very simply, Highlight is a Social Discovery app that makes it fun to discover the people around you.
Once logged in, the app runs in the background and notifies you when you're near online friends and other connections. Once notified, it's easy to see who you're near, your mutual friends, things in common and other personal information. (And for those of you who think this is creepy and borderline stalker-type behavior, you need to take a deeper look at why you're using these type of networks. More importantly, you should brush up on your understanding of how privacy settings are managed.)
My best experience with the app was during a local 140 Conference. I was notified of several people around me who were either connected via other friends or shared similar interests. Think of it as another warm ice-breaker. Click images to expand.
This can be another great way for dealership staff to discover relevant connections; vendors can leverage this app to identify potential connections while at events like the DrivingSales Executive Summit. I envision this making it easier to see and connect with others this fall - look for the DrivingSales staff when you're there and connect with us.
Download the free app here. (iPhone only for now)
The point is, we need to use our networks efficiently to connect with people with similar interests and friends - which leads to trust and better relationships. What else are you doing to maximize your Social Discovery?
Note: Facebook is moving quickly within this space as well. Last week they announced the acquisition of Glancee, another Social Discovery app.