CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Social media icons and signs that say “Like us on Facebook” or “Follow us on Twitter” aren’t nearly as common in brick and mortar stores today as they were a couple of years ago. Many companies who tried to make it work (or are still trying) found that the presence of signs didn’t do much to improve their following.
Today, it can be different. Many people use their mobile devices to stay active on social media, much more than they did a couple of years ago, but even with this the old school follow/like signs still won’t work. They can, but not if you don’t give them a reason. Thankfully, this is one of the easiest and most efficient ways to increase your following. To do it, you have to make it worth their while.
One car dealership I’ve worked with has found strong success by using the concept in their service department. They’ve gone so far as to give three reasons for people to follow them on Facebook (they aren’t as hip on Twitter yet but I’m trying to get them interested). There’s a sign at the pay counter that says, “Get a 5% discount just for liking our Facebook page.”
In the “small print” under the offer, they write, “We post 4 or 5 times a week and we won’t annoy you with bad jokes or links to our blog. Instead, we post Facebook-only service specials and only the best of the best cars for sale from time to time.”
It works like a charm. Their numbers are constantly rising. Then, the take it a step further with the third incentive in even smaller print below the second line. “If you like us already and still want the 5% discount, just post that you’re here and that you ‘like getting my service done at [dealership name] because _______.”
Signage is the least used effective way to get fans, followers, engagement, and endorsements. These are people who are already doing business with you and if they like the way they’re treated, you should encourage them to let their friends know. It doesn’t have to be a discount. It does have to include a reason. I know one non-dealer that has stuffed animals, the small ones you see at the carnival, stacked on the wall with a sign that says, “Get your kid (or yourself) a stuffed elephant or moose by becoming our Facebook fan.”
Be creative. Be fun. Make a promise about how your social media profile brings value to your followers and then deliver on that promise by making your pages and profiles awesome.
People won’t like or follow you without a reason.