Explaining the Importance of Social Media

Jim Bell
I think that dealers have to understand that the Millenials are going to account for over 50% of their sales in the next 4 years. They have to understand how to reach those people, and that is through social. It is being social with them, and not so much advertising with them. Lindsey Kirchoff from Hubspot had a great presentation at the Kain event in November and how to market to that younger generation. Here is the link to her presentation. http://www.slideshare.net/LindseyKirchoff/why-millennials-arent-buying-cars-ss
James Oborny
I would show them the Erik Qualman "Socialnomics" videos. I often include them in presentations and they are good at illustrating the power of social media.
Jim Bell
Here is another great video of Social Media Revolution 2013. http://www.youtube.com/watch?v=QUCfFcchw1w This is eyeopening.
Aaron Wirtz
This seems to be a subject on many people's minds lately. Just last week, I went to a monthly citywide marketing luncheon where the topic was "Justifying Social Media," which I guess could be used as rationale right there--If the word is finally out in Wichita that social is something you need to consider, then you might even be too late. Just kidding. :-) Of course, what always makes this topic tricky are exactly the conditions you described, Lindsey: "when budgets are limited and resources need to be spent elsewhere." In addition to Jim and James' excellent suggestions, I suppose I would point to the example of Tracy Myers, who finds a way to make almost everything he does social. If anyone could claim being "too busy," I'd think it would be him, but he understands the importance of it and has adjusted his life accordingly. I totally understand the hesitation. Social Media can be a frustrating wasteland where it feels like everyone else is doing better than you, but with consistent application of the basic rules of conversation, (don't talk about yourself too much, ask lots of questions, be honest, have fun) people will come around.
Renee Stuart
Invest $10 here: http://www.amazon.com/Automotive-Social-Business-Remarkable-ebook/dp/B00AKMT16W ~ then take action! You may just find this to be the highest ROI you'll ever see. Make social business a strategic component of your revenue plan.
Eric Miltsch
One of my favorite ways to describe the benefits of businesses using SM is the simple explanation of how the individual gathers and processes any information, feedback and advice they receive from their friends within social sites like Facebook. People tend to respond to items from their friends - or friends of friends - much more favorably than plain vanilla marketing messages. Drive the point home by pointing to the simple act of how people ask questions on Facebook such as, "I'm going to XXX city - anyone know of a great restaurant to eat at?" Those replies are more important to the person asking than doing a basic Google search b/c the answers are real and they come from familiar sources. (The introduction of Facebook's Graph Search and how this will connect the actions of it's users is another great example of how our social media activity can be used as a valuable business resource: http://www.drivingsales.com/blogs/DSNews/2013/01/23/5-ways-to-prepare-dealership-search-graph-now)

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